Indian Institute of Management Kozhikode conducts Social Media and Consumer - driven Marketing
Kevin Roberts, CEO, Saatchi & Saatchi, 2005
After the 'traditional media', and the 'new media' the next buzz among the marketing professionals is 'social media'. From Facebook and YouTube to blogs, social media on the internet is the most promising new ways to reach customers. With web 2.0, virtual customer environments and fast emerging personal communication technology defining the rules of the game, marketing professionals now have the most powerful media which are word-of-mouth connections joining everybody to everybody in any target market by no more than six links.
However, the challenge lies in managing efforts in this technology driven, dynamic, modern social environment especially because brands do not have much control. In social media, the consumers are no longer passive 'audience' but are allowed to express themselves freely, and can help shape and share the media they decide to consume. Consequently, marketers must communicate with customers and consumers, rather than at them. This demand key shift in the mindset - from 'control' to 'engagement' apart from the new tools and techniques.
This 3 day program is designed to share perspectives on social media, marketing approaches which are consumer-driven or community-driven and to discuss what could be more organized and effective ways to optimize brand marketing efforts on social media.
Program Objectives:
* To help develop perspectives on social media and marketing approaches using them
* To illustrate application of communications using word-of-mouth and word- of-mouse
* To share planning and decision making frames that exists in these areas.
Target Participants:
The program is designed to appeal to middle to senior level marketing professionals. It would benefit the most to the brand managers/ product managers and marketing professionals involved in consumer markets.
Program Contents
* Understanding Social Media and Word-of-mouth
* Antecedents and consequences of consumer conversations
* Social Media Landscape
* Framework of Managing Consumer-driven Marketing Communications
* Social Media Mix and Platform alternatives
* Buzz Marketing
* Influencer-led Consumer conversations
* Viral Marketing
* Social Networking and other online conduits
* Blog Marketing
DATE & VENUE
This programme will be held during July 23-25, 2009 at IIMK Campus, Kunnamangalam, Calicut.
LAST DATE
Nomination forms duly filled along with the Course Fee should reach the MDP Office latest by July 9, 2009.
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.
