Winning Customer Engagement

in the Age of Digital

September 7 - 9, 2016

Overview Objective
Digitization, a major business shift that has had a huge impact on the way The program has been carefully designed to help marketers hone their
organizations engage with stakeholders, is transforming traditional understanding of
marketing among many other aspects of business operations. A critical
element of this step change is the ubiquity of social media, which exercises l the customer persona and behavior in the age of digital
powerful influences on consumers, as indeed on all other parts of the eco- l the social media landscape
system. l effective digital and social media strategies

“The proliferation of digital channels and devices gives consumers l tools for online research and listening
greater access to information, the means for communication and l how to creat effective online campaigns
collaboration….. information aggregation and price comparison have l digital analytics; metrics to evaluate effectiveness
evolved…. consumers used to rely on brand communication and brand l the mobile marketing landscape
values to make informed choices…. todays's consumers trust each
l integrating digital with the overall marketing plan
other more than they trust corporations and/or brands…..” [The
digitization of everything-How organizations must adapt to changing Participants will thus take back relevant skills that will help them develop
consumer behaviour - Ernst & Young, 2011]. and implement effective digital marketing, enable informed conversations
with their agencies and ultimately help them align efforts on digital with
With this shift in
business objectives.
information monopoly
t o t w o - w a y
communication, it is Learning Methodology
imperative for
m a r k e t i n g The program will be delivered through an engaging mix of
professionals to
appreciate the l conceptual inputs taught in faculty-led sessions
different aspects of l experience-sharing by practitioners from companies that are on the
digital, and to cutting edge of digital marketing practice
understand l experiential activities that will enable application of the tools and
consumer behavior techniques discussed in class
with respect to social
l video illustrations of best practices
media. Today this is a vital
capability for driving the conversation with your consumers, and retaining Participants will be encouraged to implement their learning to live business
and strengthening customer relationships in order to remain competitive and issues upon their return from the program, with support from TMTC in the
win in this new environment. form of a faculty-led webinar one month after the program for a progress
review.
Winning Customer Engagement in the Age of Digital

September 7 - 9, 2016June 2-3, 2016

Who should attend Venue

TMTC, 1 Mangaldas Road, Pune 411 001
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 Dates
marketing.
September 7 - 9, 2016

Content Fees
DAY 1
Rs. 60,000/- (Sixty thousand only) per participant plus taxes as applicable.
l Understanding customers in the age of digital &
stakeholder management on digital media This is a residential program and the fee includes course fee, cost of
l Understanding the impact of digitization on business instructional material/program kit, food and accommodation (on single
l Social Media in the realm of digital occupancy basis) for participants.
l Tools for online research and social listening
Full participant fee (plus applicable taxes) is payable against pro-forma
l "Learning to Do" – Activity-based sessions on Twitter, Facebook,
invoice which will be sent upon receipt of nomination(s).
Search Marketing
DAY 2
Cancellation Policy
l Understanding Search Engine Optimization(SEO)
l Email Marketing Cancellation more than 20 days prior to the start of the program will be
l Mobile Marketing accepted at no charge. Cancellations 10-20 days prior to the program will be
l "Learning to Do" – Activity-based sessions on Display Marketing, SEO subject to a payment of 50% of the program fee (plus applicable taxes), and
and Email marketing cancellations received less than 10 days prior to the program start date will
l Learning from Best Practice - experience sharing session by be subject to payment of 100% of the program fee (plus applicable taxes).
practitioner
Please Note: All cancellations must be confirmed via email to the program
DAY 3 coordinator.
l A Framework for setting up a Digital Marketing campaign
l Setting up a Social Media Marketing campaign
l Thinking about ROI - Metrics for evaluating effectiveness Program Director
l Action Planning
Chandna Sethi
Senior Practice Consultant, Head- Marketing & Business Development
csethi@tata.com
Direct: # 020 6609 1026
Mobile: +91 9225555610

Dr. Richa Vyas

Senior Practice Consultant, Customer Centricity and Marketing
rvyas@tata.com
Direct # 020 6609 1084
Mob: +91 9225367797

Program Coordinator
Sonali Ogale
sogale@tata.com
Direct: # 020 6609 1089
Winning Customer Engagement in the Age of Digital

September 7 - 9, 2016June 2-3, 2016

Faculty

Ratan K K Dr. Ajay Kolhatkar

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

Participant Speak

“Dr. Kolhatkar’ s session helped understand the evolution of digital ecosystem and its importance for marketers / Businesses”.

“The program opened up a completely new way of looking at the opportunity in “Digital” medium. While I had some basic understanding of the
subject however this session has helped me to go to the next level”.

“Insights on the key aspects of Digital marketing such as setting up key words, setting up a campaign, & metrics were very useful”.

“An excellent case study (Titan); exhibited how a real life implementation helped in clear contribution to the business”.