07
Sep 16
Winning Customer Engagement in the Age of Digital
07 Sep - 09 Sep
Tata Management Training Centre
Digitization, a major business shift that has had a huge impact on the way organizations engage with stakeholders, is transforming traditional marketing among many other aspects of business operations. A critical element of this step change is the ubiquity of social media, which exercises powerful influences on consumers, as indeed on all other parts of the ecosystem. “The proliferation of digital channels and devices gives consumers greater access to information, the means for communication and collaboration….. information aggregation and price comparison have evolved…. consumers used to rely on brand communication and brand values to make informed choices…. todays's consumers trust each other more than they trust corporations and/or brands…..” [The digitization of everything-How organizations must adapt to changing consumer behaviour - Ernst&Young, 2011]. With this shift in information monopoly to two- way communication, it is imperative for marketing professionals to appreciate the different aspects of digital, and to understand consumer behavior with respect to social media. Today this is a vital capability for driving the conversation with your consumers, and retaining and strengthening customer relationships in order to remain competitive and win in this new environment.
Programme Director
Dr. Richa Vyas
Ms. Chandna Sethi
Programme Co-ordinator
Ms. Sonali Ogale
+91-20-66091089
+91-9764007599
The program has been carefully designed to help marketers hone their 

understanding of  the customer persona and behavior in the age of digital 
the social media landscape 

effective digital and social media strategies
tools for online research and listening
how to creat effective online campaigns
digital analytics; metrics to evaluate effectiveness
the mobile marketing landscape
integrating digital with the overall marketing plan
Participants will thus take back relevant skills that will help them develop and implement effective digital marketing, enable informed conversations with their agencies and ultimately help them align efforts on digital with business objectives.
DAY 1
 Understanding customers in the age of digital & stakeholder management on digital media
 Understanding the impact of digitization on business
 Social Media in the realm of digital
 Tools for online research and social listening
 "Learning to Do" – Activity-based sessions on Twitter, Facebook, Search Marketing
DAY 2
 Understanding Search Engine Optimization(SEO)
 Email Marketing
 Mobile Marketing
 "Learning to Do" – Activity-based sessions on Display Marketing, SEOand Email marketing
 Learning from Best Practice - experience sharing session by
practitioner
DAY 3
 A Framework for setting up a Digital Marketing campaign
 Setting up a Social Media Marketing campaign
 Thinking about ROI - Metrics for evaluating effectiveness
 Action Planning
The program will be delivered through an engaging mix of 
conceptual inputs taught in faculty-led sessions
experience-sharing by practitioners from companies that are on the cutting edge of digital marketing practice
experiential activities that will enable application of the tools and techniques discussed in class
video illustrations of best practices 

Participants will be encouraged to implement their learning to live business issues upon their return from the program, with support from TMTC in the form of a faculty-led webinar one month after the program for a progress review.
Ratan K K
Ratan K K is an experienced eMarketer and passionate about the deployment of cutting edge eMarketing Solutions. Executions of these tactics help Clients to acquire paying customers & to increase their Revenues & Cash flows. Through his intervention, be it for a business or an individual, he helps and inspires them to do eMarketing better. In this endeavor, through his company GutsGo eMarketing, RatanKK conducts training programs and workshops in the core areas of eMarketing viz., SEO, PPC, Social Media, Web Analytics, eMail. Since 2009, he has trained more than 3500 marketing professional into Online Marketing and has helped to launch themselves to become CXOs, Directors, SBU Heads to drive digital marketing initiatives for their respective companies. In his overall experience as a practicing digital marketer, Ratan has guided the implementation of Digital Strategies, for the likes of HSBC, MakeMyTrip,
INSEAD, eBay,Warner Bros, Yatra, Ibibo in both Indian and Global Markets. Ratan teaches Online Marketing subjects at some of the prestigious business schools such as Indian Institute of Management (IIM), Great Lakes etc.
He is dedicated to nurturing successful entrepreneurial activity that maximizes returns for those driving such action. Ratan is a Mechanical Engineer (Osmania'93) and an MBA(IIMA'96).
Dr. Ajay Kolhatkar
Ajay is a Senior Practice Consultant at Tata Management Training Centre (TMTC). His responsibilities include conceptualizing, designing and executing initiatives for capability building in the areas of technology enabled services and e-business strategy. Service Excellence, Service Innovation, Self-service technologies, Technology Management and Digital Consumer experiences are his areas of interest and expertise. He is presently researching on the topics of Behaviour of Digital Consumers, Implications of Social and Digital Media on traditional and digital consumers, Influence of social networks in buying behavior etc.
Ajay has over 20 years of industry experience in project management, new product development, corporate training,business consulting and research evangelization.
Prior to joining TMTC, Ajay headed a business research group on Digital Commerce at the Infosys Labs. This group helped assimilate advances in micro consumption, mobile technologies, social connectivity and digital marketplaces that result in disruptive business models and offer opportunities for new commerce. Ajay also led a research in accessible technologies, Web 2.0 adoption, and social network analysis. He coauthored several patents in these areas.
Ajay was awarded a PhD from IIT Bombay for his thesis in Consumer's Acceptance of Technology Based Services. Ajay also has an MBA in Marketing from Symbiosis Institute, Pune and is an Electrical Engineering
graduate from Government College of Engineering (COEP), Pune.
Ajay is an avid Quizzer with several wins at regional rounds of the Brand Equity Quiz and the Tata Crucible Corporate Quiz.




Middle to senior level executives in marketing or corporate communications – such as brand, product managers - tasked with developing and implementing digital efforts, as well as integrating digital with the overall marketing.
Fees

Rs. 60,000/- (Sixty thousand only) per participant plus taxes as applicable.
This is a residential program and the fee includes course fee, cost of instructional material/program kit, food and accommodation (on single occupancy basis) for participants. Full participant fee (plus applicable taxes) is payable against pro-forma invoice which will be sent upon receipt of nomination(s).

Cancellation more than 20 days prior to the start of the program will be accepted at no charge. Cancellations 10-20 days prior to the program will be subject to a payment of 50% of the program fee (plus applicable taxes), and cancellations received less than 10 days prior to the program start date will
be subject to payment of 100% of the program fee (plus applicable taxes). Please Note: All cancellations must be confirmed via email to the program coordinator.

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