Marketing has become more complex than ever. Sweeping advances in technology have revolutionised and fragmented the discipline, while societal issues such as the global pandemic and the climate crisis have raised expectations for marketers’ social performance. This combination of diverse forces has transformed how the marketing function must work. Many a time, organisational efforts to transform marketing organisations are complicated due to a lack of a structured methodology.
Marketing leaders struggle with transformation efforts for three key reasons.
The Modern Marketing Organisation is a programme that offers allows leaders to develop a framework, defining both - the goal and the strategy. It divides six kinds of value created into two categories: value for customers and value for the company. Understanding this taxonomy is the first step in articulating your marketing value proposition and the starting point for aligning marketing’s activities with the company’s growth strategy.
With this programme, transform how the marketing function must work. Enable marketing teams to be more agile, interdependent, and accountable for driving organisational growth. Capitalise on new growth opportunities. Understand value creation and articulate your marketing value proposition. Align marketing activities with your organisation’s growth strategy. Create value for your customers and for the company.
Our programmes blend the best of world-class on-campus experiences with advanced online, and live virtual learning, taught by the best minds in executive education. Gain skills to advance your leadership goals and map your career for future success.
This programme is best suited for:
Professor Sundar is the Coca-Cola Company Chair of Marketing at the University of Georgia’s Terry College of Business and a founder of MarCaps, a marketing capability solutions provider. He is also a Senior Research Fellow at Centre for Innovation and Entrepreneurship (CIE), Marketing, at the Indian School of Business.
As the environment has become more digital, customer journeys have begun to traverse both digital and traditional environments seamlessly. This poses enormous challenges for firms as they have to address traditional as well as digital go-to-market strategies each with its set of requirements. This programme identifies those challenges and introduces alternative approaches to create value for customers and the firm.
This program is built on practice-oriented research conducted with over 100 companies on the challenges faced and solutions identified to compete and create new value for customers and firms in the new digital and hybrid marketplace environment. Insights from this research led to the design of the programme which sets ISB apart from other schools. Thus, it is a pioneering program, designed and developed to compete in the modern marketplace.
The program will use novel cases and discussions that would be relevant to both digitally native and legacy firms. It will use an assessment of the capabilities of their firms to identify the mission and strategies to compete in the modern marketing environment.
Typically, firms use this exposure to reframe the vision and mission of the marketing department and identify capability gaps and strategic choices to be made to address the gaps and compete in the marketplace.
Live Virtual Programme
A Blueprint to Transform your Marketing Function
Live Virtual Programme
Build Profitable Customer Relationships