Management Development Programme Building Customer-Centric Organizations: Managing Relationships for Creating Customer Value

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1 Management Development Programme Building Customer-Centric Organizations: Managing Relationships for Creating Customer Value April 11-12, 2014 Programme Directors Prof. Vinita Sahay Prof. Sanjeev Prashar Indian Institute of Management Raipur

2 Introduction There is only one valid definition of business purpose To create a customer. What the business thinks, what it produces is not of importance. What the customer thinks, he is buying, what he considers value is decisive. It determines what a business is, what it produces and whether it will prosper.. So wrote Peter Drucker in his path-breaking book on management about 50 years back. Today Drucker s statement rings more true than ever. Faced with a complex business environment, with increasingly discerning buyers and intense competition, companies are realizing that understanding customers has become the key to generating market share and profits. However, in spite of realizing this, many organizations find it difficult to actually create a customer-centric organization, as they are unable to implement the necessary changes within the organization. Creating a customer-oriented organization addresses the gap between what is required to be customeroriented and what actually happens in most organizations. Undoubtedly the time and effort required is not small, but the benefits of bridging this gap are huge. Markets are becoming increasingly competitive. One way for marketers to cope effectively with this is to adopt a value-based approach. Objectives To help the practicing managers develop more creative strategies or to think outside the box. This programme will address the question of how companies can create fundamentally new and superior value. To understand the central role of value as an underlying foundation in business marketing situations To provide managers with an opportunity to think and exchange on the relevance and originality of the value offered to their customers, on the new trends of the market, on their ideas about the development of new market spaces. To learn the basics of marketing strategies with regard to products and services and to have a "value-orientation" towards the strategies Appreciate the need for customized approaches in developing market offerings in markets with value underpinnings Understand the important role of loyalty based on relationship as a key driver in the success of marketing Contents Evolution of Marketing and Customer Centricity Target Marketing Segmentation and Targeting Differentiation and Positioning Customer Satisfaction Expectation and Perception Mapping

3 Measuring Gaps in Customer Satisfaction. Measuring and managing customer value. Service Quality: Its Measurement and Management. Customer lifetime value. Complaint Handling and Service Recovery. Service Blueprinting. Pedagogy A pedagogical mix of theoretical and experiential tools will be used. Interactive sessions with conceptual inputs, case analyses, in class exercises and problem assignments, based on a spectrum of industries and companies will be used to develop and reinforce the key concepts. The program will have extensive relevant back up reading material. Participants are expected to put in significant effort in the program to get the benefit of the learning experience. Faculty Experienced faculty of IIM Raipur, along with eminent experts from the industry will conduct the sessions. Who should participate? This course has been designed for Marketers - senior managers/ managers/ Executives who recognize the importance of customer value, customer satisfaction and loyalty and wish to act as change agents for creating customer-oriented organizations. The course is also focused on the senior managers who are working in the relationship building with customers. Duration & Venue The programme is scheduled during April 11-12, Accommodation on twin sharing will be provided from the noon of April 10, 2014 to the noon of April 13, 2014 at a city Hotel. Registration Fee The registration fee per participant is Rs.20000/- per participant for two days This includes academic fee, Programme kit for participants, boarding and lodging (on twin sharing basis). Payment should be made by crossed demand draft or Registration form duly filled in along with the NEFT in favor of Indian Institute of Management Raipur. Please mail the nomination form duly filled in along with the demand draft to the Administrative Officer: MDP, Indian Institute of Management GEC Campus Sejbahar Raipur

4 Bank Details 1) Bank Name and address - IDBI Bank Limited, IIM Raipur Branch, GEC Campus, Sejbahar, Raipur 2) Beneficiary Name - Indian Institute of Management Raipur A/c No - II 3) Account Number ) IFS Code - IBKL ) MICR Code Last date The last date for receipt of nominations for the Programme is April 04, 2014 and the last date of withdrawal is April 06 th, Any withdrawal request received after this date will be subject to deductions as per the Institute s rules. In case of subsequent withdrawal or cancellation of nomination(s), no refund of fee will be allowed. However substitute may be permitted with prior intimation. Enquiry For any information, please write or to Administrative Officer (MDP), Indian Institute of Management, Raipur GEC Campus Sejbahar Raipur India Mobile: Tel: (0771) ID: ; ; Programme Directors Dr. Vinita Sahay Dr. Vinita S. Sahay is a Professor of Marketing and Chairperson of Fellow Programmes at IIM Raipur. Earlier she was at IMT Ghaziabad, She is also a visiting Professor at Aarhus Business School, Aarhus University, Denmark. Dr. Sahay has held the positions like Head of the Marketing Department, Chief Mentor of the organization and Member of Academic Advisory Council, Chairman PGP and Editorship of Journals. She has secured first class with high ranks throughout her academic career. She did her PGDM with Marketing as a major concentration area. She secured a first class with a Gold Medal in M.A. in Economics and has done her Ph.D. on Customer Value. Dr. Sahay has about two decades of experience in Industry and in teaching and training. Her teaching, research and training interests include Marketing of Services, Retailing Management, Customer Value, Customer Satisfaction, CRM and Consumer Behavior. She has conducted many management development programs for senior executives. Dr. Sahay has published and presented many research papers in International and National journals and conferences and has received many awards. Dr. Sanjeev Prashar Dr. Sanjeev Prashar is a PhD and an MBA in the area of Marketing. He has twenty four years experience in teaching and corporate training. His teaching, research and training interests include Sales Management, Marketing Management, Marketing of Services, International Marketing Management, Entrepreneurship and

5 Corporate Governance. He has, to his credit, more than 5000 hours of corporate training in areas of Selling Skills, Presentation and Negotiation Skills, Team Building, Leadership Development and Cross-Cultural Dynamics. He has organized many International Case Studies Competitions and two International Entrepreneurial Summits. Dr. Prashar has published and presented many research papers in International and National journals including Richard Ivey Publishing, Harvard Publishing, and Emerald etc. Two of his papers were recently presented at World Council for Corporate Governance, London. Two of his books on Case Studies in Management are already in market. Indian Institute of Management Raipur Understanding the needs to meet the emerging challenges at global level and cherishing the successful history of IIMs, the Government of India set up Indian Institute of Management, Raipur in the year 2010 in Chhattisgarh, one of the youngest and fastest growing states of India. IIM Raipur has been set up with the aim To Empower the youth for building a Powerful India. IIM Raipur has set high standards by focusing on a practice oriented learning approach and a contemporary industry- focused curriculum, driven by strong corporate interface. IIM Raipur is currently functioning from the campus of Government Engineering College (GEC), Sejbahar. The state-of-the-art campus of IIM Raipur has been planned in Naya Raipur spread across 200 acres of land allocated by the Government of Chhattisgarh. IIM Raipur currently offers Fellow Programme in Management (FPM), Post Graduate Programme in Management (PGP), Post-Graduate Programme in Management for Working Executive (PGPWE) Executive fellow programme in Management (EFPM) and Executive Education Programmes consist of Management Development Programmes (MDP), Tailor made (In-Company Programmes), Open Programs and Consultancy for Corporates, Public Sector & Government. The academic curriculum is structured to address the needs of the industry and is aligned towards imparting contemporary knowledge to the students and strengthening their skills to prepare them to face the challenges of the global business. Recently, IIM Raipur join the hands with three most reputed global business schools, to enhance the overseas exposure of its students with the belief that it will help them to assimilate best management practices and understand the importance of cross-culture issues in management. Right from its inception the institutes focus on contributing to the growth and development of the Nation, region and society at large. As such, it gives importance to courses and managerial trainings that are molded in a way true to the culture and unique requirements of the state and organizations herein. Ethical practices in management, grooming socially responsible leaders for today and tomorrow are also the primary goals of the Institute. Location Indian Institute of Management Raipur is situated at the Government Engineering College Campus, Sejbahar in Raipur 10 km from the railway station.

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