Workshop on

Customer-Driven Marketing

December 23 & 24, 20159:30am � 5:30pm

Venue: CEE@IBA, Karachi

WHO SHOULD ATTEND?� Mid- and senior-level executives in marketing, sales and customer service.

� Executives in IT and operations who support data-driven marketing efforts.

� Individuals from firms that interact directly with customers, as well as firms that rely

on partners for customer interaction.

� Strongly encouraged: participation from teams spanning different functional areas in

the same organization.

Sales &Marketing

OVERVIEWStrong competition and the accelerating pace ofchange are creating formidable challenges forbusinesses in Pakistan. Getting the right productsand services to market is essential for success.But, that requires new tools, techniques, and aconceptual framework to gain a deepunderstanding of your customers. Learning whothey are, how they make decisions, and whichcustomers will provide the best value to theorganization will have a profound impact onyour bottom line. Customer Driven Marketing:Strategies for Profitable Growth will help youachieve your marketing goals no matter yourindustry. The workshop entails both theknowledge of conventional core concepts,including using lifetime customer value inmarketing planning, developing a unique brand,and understanding the STP (segmentation,targeting, positioning) process. This programwill give you the tools you need to create asignificant impact for your organization.

Mr. Ammad Butt

has 14 years of experience from working in leading management consultancies as well as

senior roles in the insurance industry. He has worked in many different industries and

across most parts of the world.

� Recognize the value of your brands and how to enhance that value.

� Build a disciplined approach to analyzing marketing situations by understanding and applying

key principles.

� Learn how to apply key marketing concepts

� Improve your personal market value by attending the leading Pakistani B-School.

Learning Outcomes

TOPICS COVERED

Marketing as a Value Creation Process

a. A framework for analyzing market opportunities

and risks, and understanding customer needs

using state-of-the-art technique

b. The role of value creation in acquiring and

retaining customers

Analyzing Buyer Behavior

a. Understanding the buying decision process

b. Determining the needs and wants of existing

and prospective customers

c. Research techniques for understanding

customers and prospects

FACULTY

Selecting the Target Market and Positioning the Product

a. The advantages of market segmentation

b. Product positioning as the foundation for

developing the marketing mix

c. Standardization versus customization: the world

of one-to-one marketing

The Marketing Mix

a. The theoretical framework

b. Planning for market entry

Workshop FeesPKR 40,000/participantInclusive of Course material, IBA Workshop Certificate,

Lunch, Refreshments & Business networking

ExecutiveEducation

Sajjad Foundation

Singapore

Contact us for Client Specific Customized Executive Programs & Consultancy

For Further Information

(92-21) 38104701 (Ext. 1804, 1807, 1809)

(92-21) 38103008

T:

F:

Email: ceeinfo@iba.edu.pk Visit: cee.iba.edu.pk

https://www.facebook.com/CEEIBAKarachi

http://www.linkedin.com/groups/IBA-Executive-Education-3148760/about

http://www.twitter.com/CEEIBA/

For The Most Current Information

Center for Executive Education (CEE)

Institute of Business Administration City Campus.

Off Garden Road, Karachi-74400.

EDUCATIONEXECUTIVEExperience

Centre for Executive Education, IBA, Karachi

His work has focused on improving his clients understanding of their customers and markets,

and in this context developed and implemented adequate capabilities in order to out-perform the market.

Education wise, he holds a MBA from London Business School and M.Phil. from Copenhagen Business

School in Computer Science and Business Administration, and finally an AMP from Indian Business School.