MANAGEMENT DEVELOPMENT PROGRAMME DEVELOPING AND LEVERAGING BRANDS

Transcription

1 MANAGEMENT DEVELOPMENT PROGRAMME DEVELOPING AND LEVERAGING BRANDS

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3 About Programme Brands are expression of organizations' strategies. Recognizing brands as vital strategic assets, progressive companies are increasingly focusing on developing strong brands to resonate well with customers in a variety of cultures and contexts. Formidable brands create competitive barriers and help in customer acquisition and retention. Therefore to succeed in complex and competitive market places, chief executives and senior marketing team need to understand and reflect on how brands are built and managed. Time has come to re-focus and re-invest in brands and this program helps in this journey. Developing and managing brands go well beyond launching interesting advertisement and sales promotion campaigns. This program focuses on strategic issues relevant for developing and managing brands and aims at the following: To sharpen decision making perspectives in managing brands based on a sound understanding of relevant issues and concepts, and To distinguish approaches and frameworks important to manage brands as strategic assets in order to utilize brands for enhancing business performance. To ensure that brands remain relevant through appropriate use of emerging new age communication channels. The programme broadly covers the following: Understanding branding process Psychology of branding Brand differentiation and positioning Brand rejuvenation Leveraging brands Managing brand portfolios and brand architecture Monitoring and measuring brands

4 Who should attend? This programme is most appropriate for senior and top-level executives of companies who are custodians of brands, operating in a variety of industries and geographical markets. Those functionaries who have major responsibilities in managing customer groups/markets, products, product groups, brand portfolios and brands will find the programme useful. Typical designations will include CMO, Vice President (Marketing), General Manager (Marketing), and Marketing Manager. Pedagogy This programme will consist of a stimulating mix of taught modules, real life cases, videos and discussions. The programme is designed to be highly interactive with each session consisting of a presentation / activities followed by a class discussion and codifying learning with summary.

5 Dr. Manaswini Acharya, Professor of Marketing and Dean Corporate Relations and Placements, International Management Institute New Delhi. Programme Anchor : Dr. Acharya is currently a Professor of Marketing and the Dean Corporate Relations and Placements at International Management Institute New Delhi. She has more than two decades of experience in teaching, training, consulting and research in India and abroad. Earlier she has served the following institute as a faculty: Mudra Institute of Communications Ahmedabad, NIRMA Ahmedabad, and IMT Nagpur. Professor Acharya is a Fulbright Scholar and she did her Ph.D. research work mainly at University of Virginia, Charlottesville Campus and Southern Illinois University, Carbondale Campus, United States. She has been regularly invited to offer Lectures/courses at different times by IIM's at Ahmedabad, Lucknow, Raipur, Kashipur; NIFT-Ahmedabad, PDPU-Gandhinagar, CEPT-Ahmedabad, IIT-Roorkee and many other National Institutions. She has delivered invited lectures in Institutions/Universities abroad which include University of Greenwich London, Nordisk Institute, Department of Semiotics, Aarhus University, Denmark, University of Texas Austin, Southern Illinois University, Carbondale, United States, etc. She has consulted to both private companies like O&M, Perfetti, Big Picture as well as organizations like UNDP. Her areas of specialization in Marketing and Communications include Semiotics, Advertising, Social Media and Brand Management. Prof. Acharya has participated in a large number of national and International conferences both as an author and as a key note speaker. She has a large number of journal articles, book chapters, reviews, working papers, cases, role plays, simulations, and notes to her credit. She writes articles on Brand Management and Advertising in print and social media. She serves as a consultant to several National and International companies, government departments and agencies. Her area of work involves Communications Aspirations for Brands, writing Narratives for ads and content Management for Social Media and now has an enhanced interest in the dynamics of marketing communication going the digital way.

6 Administrative Details Dates: December 03-05, 2015 Venue: International Management Institute B-10, Qutab Institutional Area, Tara Crescent New Delhi Fee: Non-residential - Rs.25,000 per participant (plus Service Tax as applicable) covering professional fee, programme kit and lunch. Residential - Rs.35,000 per participant (plus Service Tax as applicable) covering professional fee, programme kit and boarding and lodging (air conditioned single room) from noon of December 02, 2015 to noon of December 06, 2015 at International Management Institute (IMI), B10/30-31 Qutab Institutional Area, New Delhi Please let us know in advance if you want residential facility. Registration for the Program: The last date for the receipt of the nomination(s) is November 25, In case of subsequent withdrawal or cancellation of nomination(s) no refund of fee will be allowed. However, substitute(s) may be permitted with prior intimation. Fee can be paid either by Cheque or DD in favour of International Management Institute payable at New Delhi or through electronic fund transfer to IMI account. Allahabad Bank Account Number: MICR Code: IFSC Code: ALLA Pan No: AAATI0972K Please mention the programme name while making payment through electronic fund transfer. For registration/additional information, please contact: Aseem Kumar AVP (MDP) Phone: (011) MDP Office mdp@imi.edu, aseem@imi.edu

7 About IMI Nestled in Qutab Institutional Area, International Management Institute (IMI), New Delhi was established in 1981 in Collaboration with IMI Geneva (now IMD Lausanne). IMI is India's first corporate sponsored Business School with sponsorship from corporate houses like RPG Enterprises, Nestle, ITC, SAIL, Tata Chemicals, BOC and Willamson Magor etc. Over a period of time in the last 32 years the Institute has acquired a truly global status. The Institute received UNDP assistance for also various other international linkages with bodies like World Bank, UNDP, ILO, UNCTAD, Asian Productivity Organization etc. To provide a global prospective to the students, the Institute's flagship two year Post Graduate Programme in Management has a student exchange programme with various European Schools such as ESC Rennes, France, MIP School of Management France, Graz University Austria, IESEG School of Management and IDRAC Lyon, France etc. : Besides this IMI is one of the empanelled Institute of the Ministry of External Affairs, GOI, for special Commonwealth Assistance Programme under which the Institute gets the executive MBA students from various Afro-Asian countries for its 15 months Executive Post Graduate Programme in Management. Today IMI enjoys the place of esteem among the leading management Institute and the patronage of reputed business organization in the country. The aim, approach and activities of IMI are guided by all its stakeholders, students, alumni, corporate patrons and society in general.

8 International Management Institute B-10, Qutab Institutional Area, Tara Crescent New Delhi (MDP) (30 lines), (30 lines) Extn.166, 208 Fax: (011) , ; Website: