EXECUTIVE
EDUCATION
PROGRAMME
MARKETING
AND BRANDING:
A THREE PRONGED
APPROACH
Marketing and branding form the very basis of any marketing strategy for any offering of a company.
Practitioners need to have a step by step approach to comprehend the concepts associated with this
area of specialization. A clear understanding of the concepts will enable the practitioners to apply the
concepts to reality and appreciate the linkages between the concepts. The programme will emphasize
the conceptual rigor required to develop a mindset that can logically reason out the rationale of marketing and branding strategies.
Programme Director
S Ramesh Kumar
06 - 07 January, 2012
Objectives
To create awareness on the tripodal
approach to brand building among
sales/marketing managers who have
no conceptual exposure to marketing
concepts.
(The tripodal approach to brand
building uses basic marketing dimensions which deal with providing value
with the concept of segmentation,
product/ brand management and
customer retention).
Contents
• The programme content is divided
into three blocks (the tripodal
approach)
• The first block would deal with
creating value and segmenting,
targeting and positioning techniques
• The second block would deal with
management of product-lines and
brands and would provide an
overview relating to the linkages
between various factors involved in
product management / brand
management
PROGRAMME DIRECTOR
• The third part would deal with the
basics of and customer relationship
management
Note: The programme does not make
a distinction between consumer and
industrial products as the focus of the
programme is more on the conceptual
aspects involved. The programme
aims at developing the knowledge
domain of the marketer rather than
attempting to provide solutions to
specific problems. Examples / caselets will be drawn from consumable /
durable and service categories.
S Ramesh Kumar
Marketing
S Ramesh Kumar is a Professor in the Marketing Area
at IIMB. He has a mix of industrial and teaching
experience of about twenty nine years. S.Ramesh
Kumar was awarded the ICFAI Best Teacher Award by
Association for Indian Management Schools (AIMS).
His papers have appeared in Journal of Integrated
Marketing Communication, Journal of Brand Management, Ivey Business Journal and his co-authored
papers have been published in Marketing Review,
Journal of Customer Behavior, Asia Pacific Journal on
Economics & Business, and Richard Ivey Business
School’s case collection. Professor Ramesh Kumar
has published several books on the application of
marketing in the Indian context (includes a text book
on consumer behavior). He has presented research
papers in several international conferences and
conducted executive programmes for several companies.
Email: rkumar@iimb.ernet.in
Target Participants’ Profile
Sales /Marketing managers who have 5-10
years of experience and who do not have
conceptual exposure to marketing.
Managers in other functional areas who
would like to have an overview of marketing concepts and who may be involved in
policy making aspects.
IIMB
EXECUTIVE EDUCATION PROGRAMMES