The program aims to provide mid-senior level marketing professionals with a structured approach to effective communication, combining marketing theory and practical applications. It will cover topics like identifying audiences, focusing messages, setting objectives, developing brand propositions, evaluating creative ideas, and measuring effectiveness. Qualified participants include senior product managers, marketing managers, and vice presidents of marketing. Interested professionals can apply by contacting the MDP office at IIM Kozhikode.

1. Effective Marketing
Communication – The
Science Behind the Art
A Lowe Lintas - IIM Kozhikode
Joint Management Development
Program
World Trade Centre
Mumbai
July 14-16th, 2011

2. The Context
 The role of the marketer today is tougher than ever before
 Proliferation in the number of brands
 Reduced consumer attention spans
 Explosion in the number of media vehicles and the resultant media
fragmentation
 The increasing cost of building or sustaining a brand
 Most marketing continues to be driven through a combination of
individual judgment and research
 Research is important but it does not address all the strategic issues
that a brand has

3. The Context
 With the stakes rising in an increasingly expensive and complex
marketplace a different approach is necessary
 But there seems to be no structured approaches or guidelines
available to marketers
 A practicable approach that supports theory with practice seems to
be the need of the hour
 The Lowe Lintas-IIMK program Effective Marketing
Communication aims at providing this direction

4. The Program
 Explores the structured processes and the strategic issues involved
in communication and their role in enhancing communication
effectiveness
 Brought together by the leaders in theory and practice, a first of its
kind
 IIM Kozhikode – one of the fastest emerging internationally reckoned
management institutes in the country
 Lowe Lintas – one of India’s largest and most storied communication
groups
 An optimum mix of theory and practical applications from a
practicing manager's point of view
 The best of both the worlds

5. Who Will Miss Out Not Attending?
 You’ll miss out not attending if you’re any of the following
 Mid-senior level marketing or marcom professional, or a brand
custodian
 Your role involves defining a marketing strategy
 You manage a large marketing budget and decide or influence how it
is spent
 You typically handle large advertising budgets
 Communication plays an important role in the success of your brand
 You are trying to make your communication more effective

6. Profile Of Participants
 A typical participant would be one of the following:
 Senior Product Manager
 Marketing Manager
 Vice-president Marketing in a non FMCG company
 Senior brand manager in an FMCG company

7. What Will the Program Cover?
 The program will help you imbibe a focused and structured
approach to effective communication
 How to identify the right audiences
 How to sharply focus your communication message
 How to assign the right objectives to various campaigns
 How to develop brand propositions
 How to evaluate creative ideas
 How to measure communication effectiveness
 And much more
 In short, help you understand the logic and magic that goes into the
making of great communication

8. How Can You Apply?
 You can get your organization to nominate you through the
nomination form available on the website:
http://www.iimk.ac.in/mdp/mdpcalender.php
 Or get in touch with the Administrative Officer, MDP Office at
+91-495-2809208 or 09447100539 or email: mdp@iimk.ac.in

9. Thank You!