| Venue/Deadlines | Program Dates | Program Fees |
|---|---|---|
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Venue : IIMB Campus
Early Bird Discount Date : 22 Jan, 2024
Last date for registration: 02 Feb, 2024
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Start Date : 12 Feb, 2024 End Date : 14 Feb, 2024 |
Residential Fee(excluding GST) : Rs. 1,05,000
Residential Early Bird Fee(excluding GST) : Rs. 94,500 Non-Residential Fee(excluding GST) : Rs. 90,000 Non-residential Early Bird Fee(excluding GST) : Rs. 81,000 |
Ms. Vinitha Vandana/Mr. Junaid Ahmed/Ms. Preethi
Landline No.:+91-80-26993475/3371
Email openpro@iimb.ac.in
Programme Overview
Managing hospital growth involves unwavering focus on patient experience, requires thorough understanding of a hospital customer and how to customize and optimize hospital offerings. This programme provides critical insights into setting patient-centred growth strategies that include managing both internal and external public. Active learning of critical concepts such as customer orientation, integrated marketing communications and branding strategies will be encouraged. The programme culminates with a practicum experience, where participants will be exposed to best practices in managing hospital growth both from India and abroad and will engage in a creative exercise of designing a growth trajectory for their hospitals.
The programme consists of five modules:
Championing and Sustaining Hospital Growth: This module introduces the underpinnings of sustained growth for hospitals and the tools and techniques available to enhance patient experience.
Customer Orientation for Hospitals: This module applies the central concept of customer orientation to hospitals and introduces the concepts of Segmentation, Targeting, and Positioning for hospitals. The implications for marketing communications and branding are introduced.
Integrated Marketing Communications: This module focuses on communications planning, establishing measurable objectives, appraisal of communication opportunities, development and evaluation of creative strategies and tactics, media planning and evaluation, and metrics for evaluation. Participants’ knowledge will be supplemented through real-world case examples.
Branding Strategy: Branding helps hospitals to establish an identity in consumers’ minds that strengthens the connection between hospital and customer values. Branding as a signature that is imprinted on all hospital communications and is leveraged for competitive advantage are discussed.
Practicum: Best practices in branding from hospitals both domestically and internationally will be the focus of this module. Participants will be exposed to live presentations from hospital executives from India and international presentations will be streamed online. The culminating experience of the programme is a presentation of a branding platform developed by participants for their own organization based on their programme experience.
Target Audience
CEOs, COOs, senior hospital administrators, senior manager of various functions in hospitals/health centres, marketing director and marketing managers of health care companies and not-for-profit organisations.
Dr. S Raghunath has been Professor of Corporate Strategy and Policy at IIM Bangalore. He has done field research and has developed a general management programme for CEOs and Senior Managers/Administrators of Hospitals and Health Care Centres. He specializes in Strategic Alliances, Network based Organizations and Strategic Leadership. He has researched these topics, taught them to Post Graduate and Doctoral students and executives, and consulted with major Indian companies and multinational corporations. He is the Chairperson of the India Chapter of the Academy of International Business, the apex body for research in International Business.
He was a Visiting Scholar at the Graduate School of Business, Stanford University (1990-1991) where he engaged in research in strategy making in IT companies. He was also a Visiting Professor at INSEAD, France; EUROMED, Marseilles and HEC, Paris, University of Buckingham, UK; RMIT School of Business; Melbourne, Australia; His research has focused on Structuring and Managing Alliances, Multinational Subsidiary Strategy and Organization, Integrating Acquisitions and Network based organizations and e-business strategy and models. He has published several papers, case studies and book chapter and has been quoted in publications such as Economic Times, Business Line and the Computer Today and he was writing a column for Outlook Business for the past two years. He has written extensively in the areas of international alliances for practitioner and academic communities.
Dr. Raghunath is on the board of governors of ICFAI University and on the board of directors of WEIR India, National Minerals Exploration Corporation, Spire Technologies, KIOCL and National Venture Capital Fund. He is a Registered Consultant with the Office of Project Services, UNDP, New York.
Professor G Shainesh has over two decades of research and teaching experience in India and abroad. He has conducted research and teaching assignments at the University of Gothenburg (Sweden), University of St. Gallen (Switzerland), Audencia Nantes and IESEG (France), Vienna University and MCI Innsbruck (Austria), Bocconi University (Milan), Curtin University of Technology (Perth) and the American University of Armenia (Yerevan). His research and teaching focus on CRM, Services Marketing and Service Innovations. At IIMB, Shainesh has served as Dean- Administration (2014-17), Chair – EPGP (2013-14) and Chair – Student Exchange Program (2006-09).
He has worked for several organizations in the public, the non-profit and the corporate sectors, including telecom, software, engineering, and service firms, both as an advisor and as a seminar leader. His clients include ABB, Aventis Pharma, Department of Pharmaceuticals, Caterpillar, Ericsson, Indian Oil, Manipal Universal, NCSM, Philips, SKF, Indian Railways, IFFCO, ICPB, Ministry of Tourism, Power Ministry, TRIFED, Sanskriti, Pradan, etc.
He is Editor-in-Chief of the Journal of Indian Business Research (JIBR), an Emerald (UK) publication. His papers on services and relationship marketing have been published in the MIS Quarterly, Journal of Service Research, Journal of International Marketing, Journal of Services Marketing, Service Industries Journal, International Journal of Bank Marketing, International Journal of Retail and Distribution Management, International Journal of Technology Management, Journal of Relationship Marketing, International Marketing Review, among others.
At IIMB, he leads the cross functional research initiative on consumer insights https://bit.ly/2L1o4P6. His case study Narayana Nethralaya: Expanding Affordable Eye Care won the second prize in the GlobaLens 2014 NextBillion Case Writing Competition. He was named ‘Best Professor in Marketing’ by the CMO Asia Council during the ‘Best B-Schools in Asia Awards’, July 2011, Singapore. He is also a past winner of the Citibank Special Research Award (1994) and P D Agarwal TCI Award for Doctoral Research in Management (1995).
His books include ‘Social Media Marketing: Emerging Concepts and Applications’, (2018, Palgrave Macmillan), Customer Relationship Management – A Strategic Perspective (2006, Trinity Press) and Customer Relationship Management – Emerging Concepts, Tools and Applications (21st Reprint 2017; McGraw Hill, New Delhi). Shainesh’s online course on CRM http://bit.ly/2Biye8A is offered on edX.
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 –
Programme Fee
INR 1,05,000/- 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 22-Jan-24 will be entitled to an early bird Discount of 10%.
Early Bird Fee (Residential) INR 94,500/-(+ 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
All enrolments are subject to review and approval by the programme director. Joining Instructions will be sent to the selected candidates 10 days prior the start of the programme.
The programme fee should be received by the Executive Education Office before the programme commencement date.
In case of cancellations, the fee will be refunded only if a request is received at least 15 days prior to the start of the programme.
If a nomination is not accepted,the fee will be refunded to the person/ organisation concerned.
A certificate of participation will be awarded to the participants by IIMB.
Note: Certificate image is for reference to potential participants only and may change at the discretion of Executive Education Programmes Office
Top-notch faculty, contemporary content, a great learning environment, and application orientation make the IIMB Exec Ed programmes world-class.