Description
Word of mouth, or viva voce, is the passing of information from person to person by oral communication, which could be as simple as telling someone the time of day.
Word of Mouth Marketing (January 21-23, 2010) FOR WHOM Top Management / Senior Executives in Marketing function involved in strategic decisions concerning brand management (corporate brand, product brand or customer interface) or customer management. Executives from the following industries may benefit the most.
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Top Management Executives / Marketing Managers / Brand Managers in high involvement consumer goods / services industries like Automobiles, Banks; Insurance, Consumer Durables, Information technology, Insurance Companies, Real Estate etc Top Management Executives/ Marketing Managers / Brand Managers/ Sales Managers in business to business marketing organizations like Advertising Agencies / Direct Marketing Agencies/ IT companies (Hardware and software)/ Management Consultancies / Market Research Agencies/ Machinery and Equipment Manufacturers etc.
OBJECTIVE 1. To understand the changing customer and "customer evaluation" of firm and its offerings 2. To understand word of mouth communication; its nature and antecedents. To develop a plan of action to generate positive WOM communication COVERAGE Day 1: Customer Power, Customer Evaluation and WOM
• • •
Customer Power, Relationship and Brand Customer Evaluation of Brand: Tools and Techniques WOM: Nature and Relevance
Day 2: Trust led WOM
• • •
Measuring and Modeling Customer Trust Conducting Brand Audit Generating WOM: Plan of Action
Day 3: Buzz Marketing
• • •
Buzz Marketing WOM: Product Market Context and Product Life Cycle Building a Customer Focused Organization
PEDAGOGY Case Studies Discussions Peer Group Learning Lectures / Presentations DATE & VENUE This programme will be held during January 21-23, 2010 at IIMK Campus, Kunnamangalam, Calicut. LAST DATE Nomination forms duly filled along with the Course Fee should reach the MDP Office latest by January 11, 2010. FEE Residential : Rs.15,000 Non-Residential : Rs.12,000 CANCELLATION POLICY In the event of cancellation of nomination, full refund of the program fee will be made, if request is received in writing at least 15 days before commencement of the program. No refund will be made if such a request comes after this date. However, the amount can be adjusted against nominations in future programs. Programme Director: Prof. Joffi Thomas
doc_209923949.doc
Word of mouth, or viva voce, is the passing of information from person to person by oral communication, which could be as simple as telling someone the time of day.
Word of Mouth Marketing (January 21-23, 2010) FOR WHOM Top Management / Senior Executives in Marketing function involved in strategic decisions concerning brand management (corporate brand, product brand or customer interface) or customer management. Executives from the following industries may benefit the most.
•
•
Top Management Executives / Marketing Managers / Brand Managers in high involvement consumer goods / services industries like Automobiles, Banks; Insurance, Consumer Durables, Information technology, Insurance Companies, Real Estate etc Top Management Executives/ Marketing Managers / Brand Managers/ Sales Managers in business to business marketing organizations like Advertising Agencies / Direct Marketing Agencies/ IT companies (Hardware and software)/ Management Consultancies / Market Research Agencies/ Machinery and Equipment Manufacturers etc.
OBJECTIVE 1. To understand the changing customer and "customer evaluation" of firm and its offerings 2. To understand word of mouth communication; its nature and antecedents. To develop a plan of action to generate positive WOM communication COVERAGE Day 1: Customer Power, Customer Evaluation and WOM
• • •
Customer Power, Relationship and Brand Customer Evaluation of Brand: Tools and Techniques WOM: Nature and Relevance
Day 2: Trust led WOM
• • •
Measuring and Modeling Customer Trust Conducting Brand Audit Generating WOM: Plan of Action
Day 3: Buzz Marketing
• • •
Buzz Marketing WOM: Product Market Context and Product Life Cycle Building a Customer Focused Organization
PEDAGOGY Case Studies Discussions Peer Group Learning Lectures / Presentations DATE & VENUE This programme will be held during January 21-23, 2010 at IIMK Campus, Kunnamangalam, Calicut. LAST DATE Nomination forms duly filled along with the Course Fee should reach the MDP Office latest by January 11, 2010. FEE Residential : Rs.15,000 Non-Residential : Rs.12,000 CANCELLATION POLICY In the event of cancellation of nomination, full refund of the program fee will be made, if request is received in writing at least 15 days before commencement of the program. No refund will be made if such a request comes after this date. However, the amount can be adjusted against nominations in future programs. Programme Director: Prof. Joffi Thomas
doc_209923949.doc