Marketing Strategy

Date:
Nov 28 - Dec 01, 2017
Application Deadline:
Nov 18, 2017
Venue:
LUMS, Lahore

Successful companies must use innovative marketing strategy to remain ahead of the competition in delivering real value to the customers. Competitive campaigns within the industry can only be pre-empted or thwarted through active engagement of customers on a credible value proposition and a well-positioned product/service portfolio.

This 4-day experiential program provides an opportunity to simulate real-time decision-making with regards to relevant target markets, precise product positioning, effective usage of development resources, and forecasting accurate demand and competitive activity in a fast paced and aggressive environment.

 

Based on a state-of-the-art marketing strategy simulation game augmented with cases and discussions, this program will provide managers a rich and vivid experience of actually managing a portfolio of products in a ruthless marketing environment. 

During the program, the participants learn to;

  • Identify the most attractive target segment and better understand the customer needs and purchasing decisions
  • Develop a superior and differentiated customer value proposition
  • Integrate the core elements of marketing
  • Monitor competitors’ strengths and weaknesses to trade to one’s advantage
  • Anticipate and preempt/react to competition’s moves to dominate the market
  • Manage a portfolio of old and new products to ensure the steady and growing profit stream
  • Strengthen their capacity as marketing strategist  

 

This program is aimed at General Managers, Marketing, Product and Brand Managers from consumer and industrial goods and service companies. Top managers from other functional areas will also benefit by understanding the key role of Marketing Strategy in company’s profitability and survival

 

Program Director
FARRAH ARIF
Assistant Professor
PhD, University of Cambridge
Research Interests:
Young People’s Consumer Behaviour; Brand Relationships and Social Agents; Antecedents and Consequences of Materialism; Transformative Consumer Research
Additional Faculty
EHSAN-UL-HAQUE
Professor
PhD, University of Texas at Arlington
Research Interests:
Advertising & Promotion Management; Consumer Behaviour; Marketing Research

“Marketing Strategy at LUMS really helped me change my perspective on conventional practices in the field and is sending me back reinvigorated to make a fresh impact in the industries we operate in"

Haider Akram - ICI Pakistan Limited


“A program that stimulates thought process and reveals different perspectives of marketing strategy, which may have been over looked in practical life..."

Shahid Salim - Intertek Pakistan


“Marketing Strategy at LUMS provides a very comprehensive analysis of markets and helps you identify the key factors in strategic decision making. The marketing simulation was the most exciting part and a great learning experience”

Umer Tariq Sultan - Tri-Pack Films Limited


“It’s a brilliant program that offers an excellent opportunity to get hands on experience of managing a company.  You get to see your decisions translate into results in real-time through the MARKSTRAT simulation”

Hassan Khan - Bank Alfalah

 

 

Program Fee PKR 110,000
Residential Fee PKR 45,000

* Program fee includes tuition cost, reading material, tea and lunch served during the program. 

ACCOMMODATION
If you wish to avail accommodation at LUMS, there will be additional fee. It includes accommodation, breakfasts and dinners for the duration of the program. However, any extra charges such as telephones, extra meals etc should be paid on departure. You may check-in on the evening preceding the start date of the program and check out the morning after the program ends. You are, however, requested to inform us of the time of your arrival and departure.

We offer single bed accommodation at the Rausing Executive Centre. Each bedroom with attached bathroom is equipped with mini-fridge, writing desk and direct dial STD/ISD telephone and cable TV. All bedrooms at REC are internet-ready. Please note we do not provide accommodation for drivers accompanying participants.

ADMISSION PROCESS
Applications will be screened with regard to their suitability for each program. Kindly ensure that your complete online application form reaches the office by the deadline. Incomplete application forms will not be entertained.

PAYMENT
Payment is due upon receipt of the acceptance letter along with the invoice. Please ensure that the payment reaches the office BEFORE the start of the program. Space in the program may only be ensured after we receive the fee.

Our preferred mode of payment is by cheque/banker’s draft payable to Lahore University of Management Sciences.

Please send the cheque to:
Marketing Manager
Rausing Executive Development Centre
Lahore University of Management Sciences
Opposite Sector "U", DHA, Lahore - 54792
Tel: +92-42-35608119-8243

* LUMS is a non-profit organization under the Income Tax Ordinance 2001. Accordingly, the income of LUMS is not tax deductible/collectable.

DISCOUNT POLICY
If more than two executives from the same organization participate (up to a group size of 5 participants) in a program, each additional participant after the first two gets a 20% discount on the program fee.

SUBSTITUTES/TRANSFERS AND REFUNDS
If you are unable to attend a registered course, we will accept a substitute until 2 working days before the program. Substitute candidates will be subject to the same selection process as the original one. If you wish to cancel your name from a program, please notify in writing or on call at least 5 working days before the program. In case of late cancellation, course fee will be refunded after deducting an application processing fee of PKR 20,000.


It is possible to transfer deposited fee to any open enrollment program within 3 years. Transfers should be notified at least 5 working days before the program. In case the participant or sponsoring organization fails to utilize the funds within 3 years, the deposited fee will be forfeited.

Note: REDC may cancel or postpone a program due to insufficient enrollment or unforeseen circumstances. In this case, university will refund registration fee but will not be responsible for any other related charges/expenses including cancellation/change charges by airline and travel agencies.

In case of postponement, the fee may be transferred to the rescheduled offering of that program or any other program as an alternate to refund. The University reserves the right to make changes in its program policies and fees at any time.