Driving profitability through long-term

customer relationships
MARKETING EXCELLENCE
FOR STRATEGIC COMPETITIVE
ADVANTAGE
OCTOBER 08-11, 2018
HYDERABAD
 Marketing Excellence for Strategic
Competitive Advantage
Driving profitability Industries are perpetually growing, with new
through long-term players constantly entering the market, to
customer relationships create a dynamic environment of competition.
The more products/services that there are
competing within and between industries, the
harder it is for an organisation to compete. When
product differentiation isn’t quite enough, a
mixed marketing strategy can effectively provide
a competitive advantage for organisations: to
retain existing customers, and attract new ones.

“It’s a fantastic, practical programme on marketing for marketing

managers, with great cross-industry exposure”.
- PARAMESHWARAN, DIRECTOR OF MARKETING & BUSINESS
EXCELLENCE, SANOFI PASTEUR
About the programme
This programme provides marketing their consumer personas, and using them
professionals with a broad understanding as a medium of influence can aid your
of the challenges of this highly competitive organisation, sustainably.
market and sees these challenges
through a customer-value lens. The
aim of this programme is to enable Understanding customer value
you to use marketing strategies and
Customer value needs to be dissected
frameworks as a conduit for building
for both pre and post a purchase. What is
relationships with customers: long- it that your customers value, that would
term profitable relationships. Through cause them to purchase your product?
the course of this programme, you will What value do they extract from your
explore various marketing strategies: from product or service? And what do they value
traditional marketing topics like consumer from the customer experience that follows
segmentation and product pricing to that purchase? Recognising what it is that
more contemporary focuses in the field your customers value, and how valuable
of marketing: like managing customer they perceive your brand is the first step to
experiences and new product innovation. optimising your marketing strategies for
their wants.

Key concepts covered Evolving with shifting markets

Leveraging opportunities Today’s shifting business landscape have
The challenges thrown up by today’s not only changed the rules of the game,
business landscape is complex, as is but the game as well. Opportunities and
consumer behaviour, preferences and challenges present themselves in various
choices. Sustaining a business and forms and are dynamic and ever-evolving.
ensuring profitability is closely linked to One size doesn’t fit, in fact, traditional
aligning business strategies that work approaches have been edged out. This
in this dynamic business eco-system. calls for agility, flexibility, openness and an
Tapping into consumer personas, all-inclusive approach while at the same
understanding trends and fostering a time being true to one’s business purpose
culture of innovation in your organization and values. Business leaders today need
are mandatory in leveraging opportunity. balance contradictory conditions as well as
ensure successful outcomes.

Recognising opportunities that tie

“This is undoubtedly the best
in profitability and sustainability is
programme I have attended
imperative to marketing success. Building
recently”.
relationships with your most profitable
customers, aligning your company’s
marketing strategies to the moulds of Sanjay Kapoor - Fare Business, L&T
Metrorail (Hyderabad) Ltd.
 Key day-wise outcomes

Day 1 Day 2

• Introduction to Value Based Marketing • Customer Centricity & Product

• Understanding Customer Value Management

• Understanding Marketing Strategy • New Product Marketing Plan &

Elements Launch Strategies
• Changing Roles & Responsibilities of
CMOs

Day 3 Day 4

• Brand Strategy, Alignment & Profitability • Business Model Innovation

• Marketing Strategy & Shareholder Value • Marketing Growth in Emerging Markets
• Value Creation & Extraction • Managing Business Performance
• Innovation & Value Creation
Who should attend? This programme is for you
if you plan market-oriented
business strategies for your
Leaders in marketing and related fields,
firm, and aim to integrate
from sales, product, and marketing
customer-value as the
directors/ managers to VPs and presidents primary anchor of your
of smaller marketing firms to CMOs. marketing efforts - in order
We encourage companies to attend this to drive sustainable brand
programme as teams. loyalty and profitability.

Levels
MID | SENIOR MANAGEMENT

What you will learn

• Customer-facing marketing processes for
value creation

• Designing and managing customer

experiences

• Challenges and implications of ‘connected

customers’

• Making customer-centricity profitable

• Customer and brand equity

• Developing sustainable competitive

advantages in business

• Managing the marketing mix in a

competitive environment

• Impact of marketing on profitability, growth,

and risk

• Changing roles and responsibilities of CMOs

• Reflecting on the past shaping the future

 Indicative list of Past
Participating Companies
Bacardi India Pvt Ltd

JK Tyre & Industries Ltd

BMW India Pvt Ltd

YES Bank

Standard Chartered Bank

Lodha Developers Ltd

Reliance Industries Ltd

Bennett Coleman & Co Ltd

Big Basket

Nokia India Ltd

Industry-wise Participants
(Over the past 5 years)

Others ITES, Professional

12% Services, R&D
23%
Healthcare, Pharma
8%
Auto,
Manufacturing
FMCG, Retail 19%
8%

Development,
Infrastructure BFSI
5% 17%

Oil & Gas, Power & Energy Education

5% 3%
Faculty

Rajendra Srivastava
Rajendra Srivastava is Dean and Novartis
Professor of Marketing Strategy and Innovation
at ISB. He brings to the table 30 years of
experience as academic administration. A
highly cited scholar, he has published many
research papers in top line journals.

Nirmal Gupta
is a Marketing Educator. He is currently
the Visiting Professor at the Indian
School of Business, Hyderabad and
other top business schools globally.

Programme Details
October 08 (9.00 am) - 11 (5.00 pm), 2018 - ISB Hyderabad

INR 1,60,000 plus GST @ 18%

Fee includes food and accommodation at the ISB campus
or at an equivalent facility based on availability
 How to apply
Download the application form at www.isb.edu/cee/apply and follow the mailing
instructions mentioned therein (or)
Write to us at execed@isb.edu (or)
Call us on +91 40 2300 7041/42
For further information about the programme, visit www.isb.edu/cee/MESCA

Indian School of Business, Hyderabad | Mohali

Marketing Services, Centre for Executive Education
Gachibowli, Hyderabad - 500 111, Telangana, India.

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ISB CEE reserves the right to make changes in the programme without prior notice. Please check with marketing services for the final schedule.