Program

Marketing Master Class with Prof Kevin Lane Keller
13 December, 2018, ITC Sonar, Kolkata.

0830 – 0930 Hrs Registration
0930 – 1030 Hrs Inaugural Session
1030 - 1100 Hrs Tea Break
1100 – 1230 Hrs Session I

Master Presentation I: “State of the Brand” in 2018 & beyond

  • Role of Brands in a Digital area
  • Important Trends in Branding
  • Global Best Practices – Hits & Misses

Q & A Session

1230 – 1400 Hrs Session II

Master Presentation II: Building Competitive Strengths

  • Compelling Value Propositions
  • Importance of Brand Intangibles
  • Strategies for Optimal Brand Positioning
  • Brand purpose, Stories, and Character

Q & A Session

1400 – 1445 Hrs Lunch Break
1445 – 1615 Hrs Session III

Master Presentation III: Creating Digital Advantages

  • Leveraging Social Media and other Digital Communications
  • Understanding the Brand Engagement Pyramid
  • Integrating Online and Off-line Channels and Communications
  • Measuring Digital Effects
  • Capitalizing on New Developments in AI and AR
1615 – 1630 Hrs Tea Break
1630 – 1800 hrs Session IV

Master Presentation IV: Seeking Growth Opportunities

  • Achieving Brand Potential
  • Brand Extension Successes and Failures
  • Embracing Cultural and Geographic Diversity
  • Brand Renewal Strategies

Q & A

Program Concludes