|
|
|
The last two decades have witnessed a tremendous explosion in ways that firms use to track consumer behavior. This was aided considerably by the precipitous fall in the price of electronic storage media as well as computing power. Despite access to valuable data on purchase behavior and consumer characteristics, very few firms actually condition their strategies on the data they have. This may be attributed to at least two factors. First, firms now have so much information that it is often very costly for them to get to the data that can be meaningfully used to devise their strategies. Second, many firms just don’t know what to do with the data. The program addresses both these issues. The program will take the long-term view, the business-based approach to customer relationship management (CRM).
This program defines CRM as a combination of strategic marketing planning, creative communications, data, technology, and statistical analysis techniques. In so doing, it establishes three basic “building blocks” for developing a CRM system--Data, Technology and Statistical techniques. Participants will learn how these three key drivers of a CRM program can work together to improve a business. It also addresses two of the critical ingredients in making CRM system work: 1. getting top management approval for the investment and on-going cost, and 2. getting organizational acceptance and support for a new way of doing marketing. Participants will obtain hands-on experience in using the profit-maximizing quantitative methods that are routinely used by marketers.
|
|
|
|
PROGRAMME OBJECTIVE |
PROGRAMME OUTLINE |
The objective of the program is to be able to critically review and utilize customer relationship management (CRM) theory and apply CRM concepts in a strategic marketing plan.
This program will tell participants what CRM means to businesses, plus the why and the how of putting a CRM database system into action. Real world examples and cases will be brought into classroom to illustrate how CRM can and has been used to change and build any type of business, strategically and managerially. |
|
|
|
The Major emphasis of the program will be to understand the following areas:
- Understand the concept, issues and implications of customer relationship management
- Implications for 'traditional marketing' techniques
- Demonstrate understanding of database development and maintenance
- Segment the market for effective utilization of customer relationship management
- Evaluate the growth of data driven marketing (DDM) techniques
- Develop creative marketing strategies in the context of customer relationship management using CRM cycle
- Measure the effectiveness of various customer relationship management programs
- Segmentation in the context of e-CRM
- Creative marketing strategy for developing e-CRM
- Testing and measuring e-CRM programs |
After the program the participants shall be able to: |
|
|
|
- Explain and use central concepts and theories in the area of CRM.
- Develop a strategic marketing plan focusing CRM objectives
- Work as a team member in developing ideas and plans
- Analyze, discuss and defend strategic decisions in the area of CRM
|
|
|
|
| |
|
PEDAGOGY |
This program provides a solid theoretical and practical foundation in CRM and database marketing disciplines. Cases will be used to complement the program content. Case discussions are intended to be stimulating, challenging and fun. CRM is an evolving, dynamic process that integrates every function within the organization. It works best when practiced with the passion; we will create in the classroom. Case discussions will test your thinking and ideas in an environment that respects creativity, innovative thinking, and fact based decision making.
|
| |
|
WHO SHOULD ATTEND |
The program is specifically designed for:
- Middle management team responsible for sustaining and improving the performance of organization
- Executives who are directly responsible for key functions and areas related to CRM
- Members of general management team who interact in a straight line with CRM functions
- Members of academia/research scholars/doctoral students involved in CRM related teaching or research work
|
| |
|
REGISTRATION FEE |
LAST DATE |
The fee for the programme is Rs. 7,500/- (Rupees Seven Thousand Five Hundred only) per participant (Non-Residential Category) and Rs. 10,500/-(Rupees Ten Thousand Five Hundred only) per participant (Residential Category).
Payment should be made by crossed demand draft in favour of "IMS, Ghaziabad", payable at Ghaziabad. Please mail nomination form (Link for nomination form download) duly filled in along with demand draft to:
Group Head - MDP and CRC
INSTITUTE OF MANAGEMENT STUDIES
Lal Quan, Bulandshahar Road
Ghaziabad-201 009, (Delhi - National Capital Region), INDIA
|
|
|
|
The last date for receipt of nominations is 15th October and the last date for withdrawal of nominations is 17th October. Any withdrawal received after this date, will be subject to deduction as per the Institute's rules. However, substitution may be permitted.
|
|
| |
|
VENUE AND DURATION
Date : November 13th & 14th, 2009
Venue : IMS campus, G.T. Road, Ghaziabad (Delhi-NCR)
|
| |
|
PROGRAMME DRECTOR |
Dr Urvashi Makkar
Dr Urvashi Makkar, Ph.D, MBA, PGDCA, has an extensive industrial & academic experience of more than 15 years. Currently, she is associated with Institute of Management Studies, Ghaziabad as Professor & Chairperson-Marketing since July 2004. She is managing various other responsibilities in addition to the regular Academic/ Teaching assignments as Founder Editor-in-Chief - Journal of IMS Group & Chairperson- Global Programmes. Prior to joining IMS, Ghaziabad, she has worked as the Director of a reputed Business School in Haryana for 4 years.
She has been associated with various Research & Consultancy assignments of reputed business houses like Apollo Tyres, BSNL, CMC Ltd., Cipla, Indian Sugar & General Engineering Corporation (ISGEC-an ISO 9002 co.), Small Industrial Service Institute (SISI), Ballarpur Industries (BILT) etc. She has conducted more than 45 EDPs/MDPs/Training Workshops for reputed companies/organisations including Advanced Telecom Training Center (ALTTC), BSNL, Ghaziabad; Postal Staff College, Department of Post, Ghaziabad. She has more than 50 publications to her credit in the refereed National/International Journals in the areas of Marketing, Team Building, Motivation, & other soft skills.
She has attended various National & International conferences/ seminars as technical chairperson & presented papers on the diverse issues like Total Customer Satisfaction, Impact of Globalization on SSI’s, Global Competitiveness through Service Excellence, Internationalization of Higher Education, Relevance of Entrepreneurship in Education, etc.
Currently, she is Principal Investigator for a Project entitled “Marketing Practices in Retail Sector in India” under RPS (Research Promotion Scheme) funded by All India Council for Technical Education (AICTE) and has organized One-week Short Term Training Program sponsored by AICTE on ‘Retail Practices in India’. Her areas of interest are Consumer Behaviour, Advertising & Sales Promotion Management, Customer Relationship Management and Retail Management.
|
| |
|
ABOUT "IMS GHAZIABAD" |
IMSs mission is to impart vibrant, innovative and global education and to make IMS the world leader in terms of excellence in education, research and to serve the nation in the 21st century"
IMS Group of Institutions based at Ghaziabad, was founded in 1990 by a group of visionaries and intellectuals to impart quality education in a stimulating and innovative environment where students are empowered with knowledge and professional skills while upholding the values of integrity, tolerance and mutual respect. Since its inception the group has promoted education in the areas of Management Sciences, Tourism, Information Technology, Bio-Science and Engineering Sciences. With almost 2000 students and three educational campuses equipped with state of art infrastructure. IMS has attained a unique and a highly respectable place amongst the best professional education institutions in India.
The professionally oriented programmes offered by IMS are designed to train the students and its MDP participants to become well versed and accelerate in their respective fields. Our two-year full time Post-Graduate Diploma in Business Management Programme has been accredited the MBA - Equivalent Status by the 'Association of Indian Universities'.
|
|
IMS HAS ALSO BEEN CONTINOUSLY OCCUPYING A TOP SLOT IN THE
COUNTRY'S BEST BUSINESS SCHOOLS
FOR MANY YEARS IN A ROW.
|
| |
RESOURCE PERSONS |
The Faculty of the programme would be a judicious mix of certified and highly experienced hands from IMS and distinguished professionals from academia and industry.
|
REQUEST FOR INFORMATION |
For any additional enquiry and information, please feel free to communicate with:
Group Head - MDP and CRC
INSTITUTE OF MANAGEMENT STUDIES
Lal Quan, Bulandshahar Road
Ghaziabad-201 009, (Delhi - National Capital Region), INDIA
Ph: 0120-4170600, 4170625, 2866035.– Ext:139
Ph: 0120-4170639 (Direct) Fax: 0120-2866034
E-mail:
mdp@imsgzb.com
Website: www.ims-ghaziabad.ac.in |
|