Modern Marketing Organisation

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Date

Tentative - Oct, 2022
Fee

INR 1,30,000 + Taxes
Format

On-Campus (Hyderabad)
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Overview

Overview
Curriculum
Faculty
Executive Benefits

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Summary

Most companies strategically invest in marketing activities, technologies, and structures in order to capitalize on new growth opportunities. Yet many of their efforts to transform marketing organisations are complicated by the lack of a structured methodology.

This programme will help marketers create a practical framework that companies could use, we started by identifying the ways in which a marketing function can contribute to company growth.

Who Should Attend

The programme is best suited for CMOs, Directors, and VPs in charge of business and marketing strategy. Senior executives and managers in charge of product, sales, business strategy, and who want to sharpen their brand management skills will also benefit from this programme.

Learning Experience

ISB Executive Education Programmes challenge participants to become leaders capable of managing organisations holistically to achieve ambitious objectives.

The learning experience at ISB is a rich blend of on-campus classes, live virtual sessions, and self-paced online modules taught by the best minds in the business.

On-Campus: Experience learning in state-of-the-art classrooms and campus facilities designed to create an environment conducive to spark self-reflection, innovation, and collaboration.

Admission Criteria and Selection

We admit candidates to upcoming sessions on a rolling (first come first served), space-available basis, and encourage you to apply as early as possible to secure your seat in the programme.

Programme content, dates, schedule, fees, delivery platforms, and faculty are subject to change. Programme fee includes food and accommodation at the ISB campus or at an equivalent facility based on availability.

What You Will Learn

Explore steps for successful product development, structured go-to-market strategies, and value pricing

Providing marketing and customer insights across functional silos such as HR, Finance, Sales, R&D, service, and organisations

Strategies for new product introductions in pioneering markets, and strategies for entering markets as a latecomer

Volume growth and profit growth strategies for established and mature markets

Strategies for market defense

Best practices in integrating marketing execution across a multi-dimensional plan

Key Topics

Module 1: Motivation For a Modern Marketing Organization: Tensions and Opportunities and Value Creation Strategies for Customers - I

Understanding the challenges faced by the marketing

Opportunities provided by marketplace changes

Identifies foundational and new benefit expectations of customers

Exercise: Understanding benefits customers seek in your organizations

Module 2: Motivation For a Modern Marketing Organization: Tensions and Opportunities and Value Creation Strategies for Customers - II

Provides overview of new value stacks for customers to deliver new benefits expected by customers

Exercise: Designing your own value stack

Module 3: Exchange And Experience Value Stack Options for Creating Value for Customers and The Underlying Capabilities

Creating Exchange value and relevant capabilities

Case Discussion: Exchange Value stack case

Exercise: Building Exchange Value capabilities for your organization

Designing Experience value stack and necessary capabilities

Module 4: Experience And Engagement Value Stack Options for Creating Value for Customers and The Underlying Capabilities

Case Study: Experience Value Stack case

Exercise: Designing Experience value capabilities for your organization

Offering Engagement value stack and required capabilities

Case Study: Experience Value Stack case

Exercise: Designing Experience value capabilities for your organization

Module 5: Strategic Value Stack Opportunities for The Firm

Overview of new firm directed value stack options

Creating strategic value

Case Study: Strategic Value Stack Opportunities

Exercise: Evaluating the Strategic Value Stack capabilities of your firm

Module 6: Operational And Knowledge Value Stack Opportunities for The Firm

Aligning for Operational Value

Exercise: Evaluating the Operational Value Stack capabilities of your firm

Generating Knowledge Value

Case Study: Knowledge Value Stack Opportunities

Exercise: Evaluating the Knowledge Value Stack capabilities of your firm

ISB faculty includes leading academics with credentials and teaching experience from top global business schools as well as accomplished practitioners who have managed large enterprises.

Sundar Bharadwaj

The Coca-Cola Company Chair Professor of Marketing, University of Georgia; Research Scholar, ISB

ISB Certificate

After successful completion of this programme, you will be awarded an ISB Executive Education Certificate, formal recognition of your professional development.

ISB Executive Network

As a part of the ISB Executive Network, you will gain access to a vast community of executives from across the globe.

The privileges of this exclusive community include:

ISB Executive Network LinkedIn Group
Newsletters
Access to ISB Executive Education Support
10% discount on open executive education programmes

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