To build upon participant's existing knowledge on relationship marketing and database technology applications

To demonstrate tools and techniques to retain customers and profiting from them

To develop understanding of planning and managing loyalty programs effectively and efficiently

For: The program aims at executives involved in marketing function. However, following executives may benefit the most: -

Executives / decision makers in marketing departments of: -
      * Service marketing companies (Hospitality, Airlines, Financial Services, Healthcare Services, Telecom Services, etc.)
      * Retail Chains (Departmental stores, Drug stores, Mass Merchandisers, Gasoline, Specialty Apparel, etc.)

Executives from Advertising Agencies / Direct Marketing Agencies

Contents: The program coverage and learning output is as follows: -

Day 1

Principles of Loyalty Marketing

Managing Customer Database: The heart of Loyalty Marketing

Day 2

Differentiating Customers: RFM analysis and other Analytic tools

Customer Interaction: Communication tools

Day 3

Loyalty Programs: Designing and Managing Point-based programs, Affinity programs

Leveraging from loyalty: Up-selling/Cross-selling, Increasing SOC

Loyalty Audit Exercises

Mail your queries to
Prof. Keyoor Purani : kpurani@iimk.ac.in

For any additional information/enquiry, write to: -
The MDP Office,
Indian Institute of Management Kozhikode,
Kunnamangalam P. O.,
Kozhikode - 673571, Kerala, India.
Phone: +91-495-2803001
Fax: +91-495-2803010-11
E-mail: mdp@iimk.ac.in
Refer: CoolAvenues' MDP Alert

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