HR Study - Marketing


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Revising the MBA course for Marketing with the help of HR theories

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HR Study - Marketing

  1. 1. Integrated Marketing communications-new learning Design<br />
  2. 2. The Existing TLP<br />Strengths<br />Weaknesses<br />Opportunities<br />Threats<br />
  3. 3. GAP<br />
  4. 4. The Proposal:<br />The Course is divided into 12 sessions.<br />The following factors will be allocated equally in each session:<br />Case Studies<br />Audio/ Visuals<br />Assignments<br />Software Training<br />The concluding 2 sessions will have live projects implementations for start-ups or developing an IMC of a company of the students choice.<br />
  5. 5. Session 1:<br />Origins of IMC<br />The marketing impact of moving from products to brands and branding.<br />A shift away from the Four Ps.<br />The role of technology in the evolution of marketing<br />Stages of IMC development.<br />Data inputs and outputs for leveraging Customer information<br />Software Training: Adobe Photoshop<br />
  6. 6. Session 2:<br />Evolution of IMC<br />A focus on brands and branding.<br />E-commerce.<br />Customization<br />Globalization.<br />Retail - IMC<br /> Technological Infrastructure in Malls<br />Improving Footfalls<br />Software Training: Adobe Photoshop<br />
  7. 7. Session 3:<br />Databases and their utilization<br />Data sources<br />Facilitative mechanisms<br />Data applications<br />Example:  Geoscape whichprovides consumer intelligence via strategic business consulting, database-driven analytics and automated systems to help our clients.<br />Software Training: Geoscape<br />
  8. 8. Session 4:<br />A Customer-Centric Organization <br />Focus on Total Customer Experience<br />Alignment of Consumer Goals with Corporate Objectives<br />Setting Customer behaviour objectives<br />Treating Customers as Assets<br />Converge Marketing Communication Activities<br />Software Training: Geoscape<br />
  9. 9. Session 5:<br />The Principles of Value-Based IMC<br />Aligning internal and external resources.<br />Build a customer-centric organization.<br />Total customer experience is the focus.<br />Customer needs and corporate objectives are aligned.<br />Converge Marketing Communication activities.<br />Software Training: Adobe Illustrator<br />
  10. 10. Session 6:<br />Identifying customers and prospects<br />Customers aggregated in behavioral groups.<br />Visual Design<br />Combining and Sharing Customer Data<br />Generating Customer Insights<br />Advertising<br />An Industry expert guest lecture on the current IMC scenario/ latest methods/ incorporation of techniques. <br />Software Training: Adobe Illustrator<br />
  11. 11. Session 7:<br />Identifying Customers and Prospects.<br />Valuation of Customers and Prospects.(FOCUS GROUPS OR IN-DEPTH INTERVIEWS WILL GO HERE)<br />Creating and Delivering Messages and Incentives<br />Estimating returns on customer investments, and<br />Post-Program Analysis and Future Planning<br />Software Training: CorelDraw<br />
  12. 12. Session 8:<br />Understandingcustomers and prospects<br />Social Media Marketing<br />Understanding the dynamics of Facebook<br />Combining and Sharing Customer Data<br />Generating Customer Insights<br />Basics of Blogging, Website Dynamics and Visually enhanced website template incorporation and creation.<br />Software Training: Corel Draw<br />
  13. 13. Session 9:<br />Customers are assets and communication an investment.<br />Customer/prospect valuation.<br />Creating customer and marketplace value.<br />5Rs:  Recognition, Relevance, Receptivity, Response, Relationship.<br />Marketer-customer reciprocal relationship.<br />Software Training: Practice and query solving.<br />
  14. 14. Session 10:<br />The planning for each focus group and or in-depth interviews<br />Planning Marketing Communication Delivery<br />Brand contacts<br />Alternative communication paths<br />Brand networks<br />Software Training: Practice and query solving.<br />
  15. 15. Session 11:<br />Presentation Topics<br />“ Estimating Return on Customer Investment” <br />“Measurement of returns”<br />“Analysis of customer contribution, commitment, and championship”<br />“Tracking of customer movement”<br />“Perspectives on the entire IMC strategy”<br />
  16. 16. Session 12:<br />Individual Live Project – Presentation Session<br />On start-ups or developing an IMC of a company of the students choice.<br />
  17. 17. End Session<br />Have a platform for all the students to interact and discuss about their projects.<br />Have the industry experts give a feedback and interact with students.<br />A final review of the entire course<br />Evaluation<br />Have an informal party at the end of the session<br />
  18. 18. Thank you!<br />