1. Effective Marketing
Communication – The
Science Behind the Art
A Lowe Lintas - IIM Kozhikode
Joint Management Development
Program
World Trade Centre
Mumbai
July 14-16th, 2011

2. The Context
 The role of the marketer today is tougher than ever before
 Proliferation in the number of brands
 Reduced consumer attention spans
 Explosion in the number of media vehicles and the resultant media
fragmentation
 The increasing cost of building or sustaining a brand
 Most marketing continues to be driven through a combination of
individual judgment and research
 Research is important but it does not address all the strategic issues
that a brand has

3. The Context
 With the stakes rising in an increasingly expensive and complex
marketplace a different approach is necessary
 But there seems to be no structured approaches or guidelines
available to marketers
 A practicable approach that supports theory with practice seems to
be the need of the hour
 The Lowe Lintas-IIMK program Effective Marketing
Communication aims at providing this direction

4. The Program
 Explores the structured processes and the strategic issues involved
in communication and their role in enhancing communication
effectiveness
 Brought together by the leaders in theory and practice, a first of its
kind
 IIM Kozhikode – one of the fastest emerging internationally reckoned
management institutes in the country
 Lowe Lintas – one of India’s largest and most storied communication
groups
 An optimum mix of theory and practical applications from a
practicing manager's point of view
 The best of both the worlds

5. Who Will Miss Out Not Attending?
 You’ll miss out not attending if you’re any of the following
 Mid-senior level marketing or marcom professional, or a brand
custodian
 Your role involves defining a marketing strategy
 You manage a large marketing budget and decide or influence how it
is spent
 You typically handle large advertising budgets
 Communication plays an important role in the success of your brand
 You are trying to make your communication more effective

6. Profile Of Participants
 A typical participant would be one of the following:
 Senior Product Manager
 Marketing Manager
 Vice-president Marketing in a non FMCG company
 Senior brand manager in an FMCG company

7. What Will the Program Cover?
 The program will help you imbibe a focused and structured
approach to effective communication
 How to identify the right audiences
 How to sharply focus your communication message
 How to assign the right objectives to various campaigns
 How to develop brand propositions
 How to evaluate creative ideas
 How to measure communication effectiveness
 And much more
 In short, help you understand the logic and magic that goes into the
making of great communication

8. How Can You Apply?
 You can get your organization to nominate you through the
nomination form available on the website:
http://www.iimk.ac.in/mdp/mdpcalender.php
 Or get in touch with the Administrative Officer, MDP Office at
+91-495-2809208 or 09447100539 or email: mdp@iimk.ac.in

9. Thank You!