To understand the fundamental concepts of customer value, customer satisfaction, loyalty, migration and relationships and also appreciate the linkages.

To understand that the linkages between satisfaction, loyalty / migration and relationship does not exist within the narrow domain of marketing, while appreciating the usefulness of marketing mix elements.

To understand the emotional aspects of creating customer intimacy typically in a consumer market, which is beyond the mundane aspects of product functionality. (This aspect of the program would depend on the number of participants from the FMCG sector. Alternatively this aspect may be replaced with an exercise suitable for the participants).

For:

Senior level managers who have about 10-15 years experience in any aspect of sales / marketing / product / brand management and who have not had an exposure to concepts related to customer value.

Senior managers from other functional areas who may be involved in policy formulation with regard to marketing and who would like to have a strong interdisciplinary focus with regard to marketing.

Contents: The program will have the four modules - the first module will highlight the need for marketers to create value as an organization beyond the traditional approach of using just the marketing mix. The second module will address the linkages that exist between marketing mix elements and organizational capabilities and internal networks within the organization in a changing environment. This module will bring into focus the importance of customer satisfaction, long- term strategic perspectives for the organization and the focus for developing customer relationships before planning any kind of CRM initiative. The third module will focus on pricing, customer needs, organizational capabilities in an intensely competitive market and building relationships. The third module will deal with operational aspects of satisfaction, why CRM can fail, the basics of CRM and the linkages between strategic perspectives and the success of CRM. The last module will deal with the behavioral aspects of customer and how they can be used to build relationship with the brand. Alternatively the last module may be replaced with an exercise (depending on the industries the participants are drawn from).

Fees:
Residential: Rs. 36,000/-
Non-Residential: Rs. 30,000/-

Chief Programmes Officer,
Indian Institute of Management Bangalore,
Bannerghatta Road, Bangalore - 560076.
Phone: 080-26993742 / 3264 / 3475
Fax: 080-26584004 / 26584050
E-mail: edp@iimb.ernet.in
Website: http://www.iimb.ernet.in/
Refer: CoolAvenues' MDP Alert

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