| Venue/Deadlines | Program Dates | Program Fees |
|---|---|---|
|
Venue : IIMB Campus
Early Bird Discount Date : 23 Feb, 2026
Last date for registration: 06 March, 2026
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Start Date : 16 March, 2026 End Date : 18 March, 2026 |
Residential Fee(excluding GST) : Rs. 1,06500 |
Ms. Vinitha Vandana
Landline No.:+91-80-26993475
Mobile No. +91-8951974078
Email: vinitha.vandana@iimb.ac.in
Programme Overview
Strategizing for marketing is a process, and requires an assessment of what is ‘required of the firm’ from the target market, what the organization ‘can do’, ‘cannot do’ and ‘can develop (also called freewheeling capability)’, and a deduction of what ‘development of marketing strategies is possible’ for the firm. Marketing strategies address the value creation principle, encompasses the 4P strategies as a part of the domain of decision making, and is driven by the obtainment and fructification of sustainable competitive advantages in the marketplace and involves establishing linkages between marketing strategy formulation and its execution, as well as recognizing the role of customer satisfaction and public image. Basic analytical skills to comprehend, analyze competition, and understand competitive dynamics , aid in improving the resilience of the firm’s marketing strategy in the competitive market and business environment. The programme attempts to put together such an exposure.
Programme Objective
The programme objective is to layout the process of marketing strategy formulation that leads to or builds upon the obtainment of a customer value proposition, as well as align an organization’s marketing strategy with the changing target market’s wants, tastes, and preferences; market society and institutional environment; and the business and trade climate. Therefore, this programme encompasses both marketing strategy formulation and marketing strategy reformulation, that calls for market orientation and may call for market re-orientation.
Programme Content
Module 1: Become customer centric.
Module 2: Develop market orientation and market reorientation.
Module 3: Build competitive edge
Key Benefits/Takeaways
To outline the context of Marketing Strategy in the overall purview of Marketing Management.
To examine the aspects of a company becoming customer centric.
To address market orientation and market reorientation.
To address the issues leading to building a competitive edge.
To illustrate both decision-making situations and conceptual tools for the process of marketing strategy.
To enhance the ability to the process of marketing strategy formulation and reformulation.
Who Should Participate
Marketing managers involved in strategic decision making for marketing in multinationals and domestic industry firms.
Participant Benefits
As a participant of this Short Duration Programme, you will be able to enjoy some exclusive benefits other than the outcomes such as skills and knowledge enhancement and building specific competencies that can help shape your career growth.
Some of the exclusive benefits of attending this programme are listed below –
Dr. Nagasimha Balakrishna Kanagal is a Professor in the Marketing Area of IIMB. His research interests are in the area of marketing strategy. This includes customer and market analysis; customer value and relationship management; and competitive marketing strategies including innovation, pricing, promotions, public image management, strategic intent, and competitive dynamics. His papers have been accepted at international and national conferences, and he has published in international and domestic journals. His teaching interests include principles of marketing, and marketing strategy.
He has a PhD in Management Science, concentration Marketing Management, from the University of Texas at Dallas, USA. He also has a MS in Management and Administrative Sciences, and a Master of Arts in International Management from the University of Texas at Dallas. He has a PGDM from IIM Ahmedabad, and a Bachelor of Engineering undergraduate degree from Bangalore University. He has over five years of organizational experience in the area of marketing in leading organizations in India. At IIMB he has been Chief Editor of IIMB Management Review, the journal of IIMB during the period January 2012 to March 2018.
Programme Fee
INR 1,06,500/- Residential and INR 90,000/- Non -Residential (+ Applicable GST) per person for participants from India and its equivalent in US Dollars for participants from other countries.
Early Bird Discount
Nominations received with payments on or before 23-Feb-26 will be entitled to an early bird Discount of 10%.
Early Bird Fee (Residential) INR 95,850/-(+ Applicable GST)
Early Bird Fee (Non-Residential) INR 81,000/-(+ Applicable GST)
Group Discount
Group Discount of 5% percentage can be availed for a group of 3 or more participants when nominations received from the same organization.
Please Note
Note: Certificate image is for reference to potential participants only and may change at the discretion of Executive Education Programmes Office
