Strategic Market Management


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Strategic Market Management

  1. 1. Management Development Programme Strategic Market Management July 8 – 10, 2009 MDI Campus, Gurgaon
  2. 2. Background Strategic Market Management provides executives with an overview of the marketing discipline and a framework that presents marketing as a value creation process. Participants learn how to evaluate marketplace potential and risk from the perspective of the firm’s unique ability to develop and deliver goods and services of meaningful customer value. Executives participate in classroom presentations, discussions, team problem solving, Markstrat simulation, and in-depth analysis of a series of real-life marketing situations within a diverse range of firms and industries. The program explores the principal concepts and tools of contemporary marketing management, from market segmentation and product positioning to the design of distribution channels and communications strategy, in order to maximize the value delivered to customers. Objective Executives return to their organizations better able to: • Analyze and understand customer needs and buying behavior • Understand competitor strengths and weaknesses • Identify shifts in the technological, regulatory and cultural context of business • Partner with collaborators to build go-to-market power • Understand marketing program development and implementation • Comprehend their roles in a fully integrated, strategic marketing plan Contents Strategic Market Management explores the following topics: • Marketing As a Value Creation Process • Standardization versus customization: the world of one-to-one • A framework for analyzing market opportunities and risks, marketing and understanding customer needs using state-of-the-art • Developing the Integrated Marketing Program to Generate techniques Maximum Customer Value • The role of value creation in acquiring and retaining customers • Designing products and services that deliver meaningful • Analyzing Buyer Behavior customer value • Understanding the buying decision process • The “augmented” product as an antidote to commoditization • Determining the needs and wants of existing and prospective • Marketing communications planning: budget and the media customers mix • Research techniques for understanding customers and • Going to market: designing and managing the distribution prospects channel • Selecting the Target Market and Positioning the Product • Capturing Created Value for the Firm • The advantages of market segmentation • Pricing: shifting from cost- to value-based pricing • Product positioning as the foundation for developing the • Characteristics of profitable pricing practices marketing mix • Anticipating and adapting to change Methodology Strategic Market Management addresses the needs of two distinct executive groups. Marketing managers will learn to enhance their planning and implementation skills through a structured approach to market analysis and strategy development. General Managers will learn what excellent marketing can contribute to enterprise success, and how to audit the performance of their marketing function. Intended Audience Participant titles may include, but are not limited to: • Brand manager • General manager • Business intelligence manager • Senior marketing manager • Director business development • Marketing director • Director of operations • Marketing manager • Financial analyst • Vice President of marketing
  3. 3. Venue & Duration The program is scheduled during July 8-10, 2009 on residential basis at MDI Campus, Mehrauli Road, Sector-17, Gurgaon. Accommodation for participants would be available at MDI Campus from the noon of July 7, 2009 to the noon of July 11, 2009. Registration & Fee Participants should be nominated by their organizations. The enclosed nomination form should be completed and returned with all the details. The fee for the program is Rs 27,500/- (Rupees Twenty Seven Thousand Five Hundred Only) per participant which includes professional fee & all charges for lodging and board and supply of course material. Payment should be made by a crossed demand draft/cheque in favour of “Management Development Institute, Gurgaon (Haryana)”, and sent to the Chief Administrative Officer (Programmes), Management Development Institute, Post Box No. 60, Mehrauli Road, Sector 17, Gurgaon 122 007-02, Haryana, INDIA. Last Date The Last Date for receipt of nominations is July 1, 2009 and the last date for withdrawal of nominations is July 6, 2009. Any withdrawal received after this date will be subject to deduction as per the Institute’s rules. However, substitution may be permitted. Nominating Organizations are advised to await confirmation of acceptance of nomination(s) before sending the participants to the programme venue. Enquiry For any Additional information / enquiry, please write to: Chief Administrative Officer (Programmes), Management Development Institute, Post Box No. 60, MDI Campus, Mehrauli Road, Sector – 17, Gurgaon – 122 007-02, Haryana, INDIA E-mail : Tel No. : +91-124-4560538 Campus Direct Tel : +91-124-4560538, 4560537, 4560534 Tel Nos. : +91-124-4013050-59, 2349831-36, 2340173, 2340153 Ext.: 534, 537, 538 Fax Nos. : +91-124-2340147, 2341189 E-mail : Website : Programme Director Dr. Amit Kapoor Dr. Amit Kapoor is Professor of Strategy and Industrial Economics at Management Development E-mail: Institute; Honorary Chairman at Institute for Competitiveness studying firms, clusters and economies; Tel No.: +91-124-4560373 India Commissioner for the Competitiveness Institute, Sloan Affiliate; and member of the Collective. He is an affiliate faculty for the Microeconomics of Competitiveness course of Institute of Strategy and Mobile:+91-9810402639 Competitiveness, Harvard Business School. He offers the course at Management Development Institute, Gurgaon. Prior to his appointment with MDI, Gurgaon he was with IIM, Lucknow and has also been the Chief Economist with Datamonitor PLC. He is a Ph.D. in Industrial Economics and Business Strategy and an accomplished academician and has received the ESSID Scholarship and MIT DCA Scholarship. Amit has been a faculty and consultant in the domain of strategy, innovation and competitiveness. He is a Ruth Greene Memorial Award winner for writing the best case of the year, by North American Case Research Association (NACRA). He has been invited by Kennedy School of Government & Harvard Law School, Harvard University; World Economic Forum at its India Economic Summit to present his views on various issues and themes like strategy, outsourcing and economic development. In all he has been a speaker at over 50 industry forums, international conferences and events across the globe. He has been a resource for journalists and expert committees. He has made contemporary contribution towards thought on dynamics of evolution of firms and impact of regulation on the performance of firms. His research interest lies in the fields of Enhancing Competitiveness, Competitive Advantage and Leveraging Technology for Success. He is the author of India City Competitiveness Report and India State Competitiveness Report. In addition he has written numerous cases, memos, reports, articles in academic journals and popular media publications like Images Retail, Outlook Business, Realty Plus, Economic Times, Business Standard, Hindu Business Line etc. He has worked with organizations like Intel, PepsiCo, Airtel during his consulting assignments.
  4. 4. About MDI The Management Development Institute (MDI) was established in 1973 MDI also has strong links with leading international B-schools, which aids with the active support of IFCI following an initial grant received from KFW, in delivering a globalized management curriculum. As part of the global West Germany. The Institute soon established itself as one of the earliest initiatives, student and faculty exchanges go on regularly. Joint research centers for continuing education in India. projects are also undertaken. As an endorsement of its front runner position in the field of post graduate Above all, MDI has a well developed state-of-the-art infrastructure, which education in management in India, MDI’s PGPM (a two-year full time includes a library with a collection of over 60,000 volumes, and online MBA equivalent program) has been awarded “A” Grade by the National access to international journals, a computer center with over 500 PCs, Board of Accreditation of All India Council for Technical Education (AICTE). air-conditioned lecture halls and syndicate rooms, besides a host of other Various surveys have ranked MDI among the top B-Schools of the Country. recreational facilities. The education programs comprise of two-year full-time PGPM, PGP-HR, PGP-IM, 15-month Executive PGDBM, three-year Executive Management MDI’s International Partners Program, Doctoral level FPM / EFPM, Post Graduate Program in Energy MDI has active linkages with McGill University, Canada, University of Management, and PG Diploma in Public Policy and Management. In Waterloo, Waterloo, School of Public Policy, George Mason University, addition to its academic programs, MDI has been a pioneer as well as a USA, University of Connecticut, USA, Cambridge College, Massachusetts, market leader in the area of continuing education in management. With USA, DeGroote School of Business, McMaster University, Canada, Robert over 35 years in this field, MDI conducts nearly 200 weeks of intensive H. Smith School of Business, University of Maryland, USA, Marquette short-term training programs each year, aimed at executives and managers University, Wisconsin, USA, Bentley College, USA, The University of North from industry. Over 3000 managers participate in these programs each Carolina, Kenan-Flagler Business School, Chapel Hill, USA, North Carolina year. These include open programs, as well as customized organization State University, Raleigh, North Carolina, USA, ESCP-EAP, France, EDHEC specific training modules. The approach integrates latest knowledge Business School, France, The Institut d’Etudes Politiques de Paris (Sciences- with best practices through integrated business school activities enabling Po), IAE Aix-en Provence, France, Total Professors Association (TPA), organizations in `pursuit of excellence’. Paris, Grenoble Ecole de Management, Grenoble, Bergische Universitat MDI offers consulting services in the different functional areas of Wuppertal, Wuppertal, HHL Leipzig Graduate School of Management, management. The driving force at MDI is a dedicated team of distinguished Leipzig, International University in Germany, Bruchsal, European Business faculty who have extensive experience and expertise in diverse fields. Over School - Oestrich-Winkel, Frankfurt School of Finance & Management, the years, there has been distinctive shift in emphasis from helping design Frankfurt, Vienna University of Eco. & Business Administration, Austria, and implement policies, systems and processes in functional domains Copenhagen Business School, Denmark, Aarhus School of Business, to cross-functional domains. The institute is recognized by the industry Denmark, Solvay Business School, Brussels, The Faculty of Applied (public and private), Central and State governments, and NGOs and is Economics, University of Antwerp, Belgium, BI Norwegian School of known for providing quality services to its clients. MDI always strives to Management, Norway, Universita Carlo Cattaneo, (LIUC), Italy, Bocconi provide high quality, cost-effective and timely services to the clients. It has University, Milano, Warsaw School of Economics, Poland, Graduate School remained contemporary through its primary focus on research, adapting of Business Economics, Higher School of International Commerce and to change and developing innovative strategies to facilitate the process of Finance (WSHiFM), Warsaw, Middlesex University, London, UK, School change in the dynamic business environment. The institute’s clients say of Management, Asian Institute of Technology, Thailand, Queensland that it has been able to add value to them by bringing in a strong cross- University of Technology, Brisbane, University of the Free State, functional emphasis in their approach to carry out business. Bloemfontein, University of Otago, Dunedin, Leon Recanati Graduate School As part of its strong research focus, MDI supports the following research of Business Administration, LAHAV Executive Education Centre, Faculty of initiatives: Management, Tel-Aviv University, Tel-Aviv, Israel, University of Tampere, Finland, Lahore University of Management Sciences (LUMS), Pakistan, • Centre for Supply Chain Management RSM Erasmus University, Rotterdam, Athens University of Economics and • Centre for Excellence in Information Management Business, Athens, Moscow International Higher Business School “MIRBIS”, • Centre for Entrepreneurship Moscow, Huazhong University of Science and Technology (HUST), School • Centre for Transformational Leadership of Management, China. These linkages operate in the domains of exchange • Centre for Corporate Governance of students, faculty and knowledge. Some executive education programs MDI maintains high level of academic excellence in management. It has are co-designed and delivered along with our partners. over 80 full-time faculty who have several years of experience having MDI now has developed a new niche market for foreign institutions in worked at senior positions in the industry. The faculty is thus able to deliver conducting international executive development programs at MDI a healthy mix of practical insights and academic rigor in the classroom. campus. Management Development Institute Mehrauli Road, Sukhrali, Gurgaon-122 007-02, Haryana, INDIA Direct Tel. : +91-124-4560538, 4560537, 4560534 Tel Nos. : +91-124-4013050-59, 2349831-36, 2340173, 2340153; Ext.: 534, 537, 538 Fax Nos. : +91-124-2340147, 2341189 E-mail: • Website: