Kenya Coconut Production Presentation by Dr. Lalith Perera
Effective Marketing Communication Science
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