Marketing Excellence for Strategic Competitive Advantage

In the turmoil of contemporary marketplace, aligning your company’s marketing strategy and organisational capabilities with markets for building long-term relationships with customers and suppliers can mean the difference between success and failure. It encompasses the decisions and activities that enable a business in a firm’s business portfolio to achieve and sustain a competitive advantage and to maintain or improve its performance.

For today’s organisations, competitive advantage is achieved by developing a marketing strategy that fits the environment and then developing appropriate marketing mix, processes and systems to operate in the market. It is continuously challenged by a plethora of new or repositioned products/services from within and outside their industries. With many of these products/services satisfying customers better, faster or cheaper, retaining customers have become
a far greater challenge than it has ever been.

This programme provides an opportunity to explore in-depth, the challenges presented by today’s highly competitive marketplace. It goes beyond the analytical and decision making processes involved in formulating and implementing marketing strategies, into managing a portfolio of profitable customer relationships. It considers various environmental opportunities and constraints for the development and evaluation of integrated marketing strategies for new and established products.

Dates and Venue

October 09, 2018 - October 12, 2018
INR 1,60,000 plus tax
ISB, Hyderabad Campus

Who should attend

CMOs and aspiring CMOs, sales, product, marketing directors/managers from medium to large firms, presidents and vice-presidents of marketing from smaller firms, managers to help plan market oriented business strategies. Though companies are encouraged to attend this programme as teams, we prefer not to have more than three participants from the same company.


This programme will enable you to create superior customer value and develop long-term relationships with your most profitable customers by aligning your company’s marketing strategy with today’s competitive markets. This programme will help you to:
  • Develop a product/service positioning and marketing strategy that capitalises on the most attractive opportunities.
  • Learn to deal with shifting markets and evolve competitive challenges.
  • Boost your marketing strategy analysis skills
  • Assess opportunities in the market place
  • Analyse competitive strategies
  • Understand the fundamentals of customer value


  • Boston Scientific India Pvt. Ltd
  • L&T Metro Rail ( Hyderabad) Ltd
  • Olx India Private Limited
  • SBI Life Insurance Company Limited
  • Siemens Industry Software India Pvt Ltd
  • Tata Teleservices Limited


Rajendra Srivastava is Dean and Novartis Professor of Marketing Strategy and Innovation at Indian School of Business.

Nirmal Gupta is a Marketing Educator. He is currently the Visiting Professor at the Indian School of Business, Hyderabad and some other business schools in India and abroad.