MICA to host 3-day programme on MARKSTRAT Simulation

27 Aug,2014

By A Correspondent


MICA is organising a three-day residential Management Development Programme on “Managing Brand Contribution: MARKSTRAT Simulation”, from September 16 to 19, 2014, at its campus in Ahmedabad. Led by Dr. Anita Basalingappa, Associate Professor, Marketing at MICA, the MDP is targeted towards middle to senior level managers working in the area of communication, sales, marketing, product management, brand management, marketing research, client servicing and strategic account planning.


The programme will enable participants to learn valuable skills such as tracking evolving customer needs and interpreting them for decision-making; using marketing research reports such as brand awareness, purchase intention, shopping habits, brand positioning and competitive marketing spend for decision-making; forecasting sales for the brand/s; targeting segments and positioning brands; balancing decision-making between short term profits and investments for long term; managing a marketing organisation as a profit centre; optimising brand performance and return on marketing investment; and the merits and demerits of using factual data and intuitive decision-making, amongst many others.


Elaborating on what the MDP offers, Dr. Basalingappa shared, “The MARKSTRAT simulation provides a platform to experiment and learn how to increase net brand performance through effective decision-making across product, price, communication and sales-force decisions, in any organisation that has a marketing spend.”


Dr. Anita Basalingappa has conducted ‘MARKSTRAT Simulation’ for more than 35 batches, including participants with work experience of more than 10 years. She holds a B.Sc. (Honours) degree in Mathematics, an MBA in Marketing and a Ph.D. in Customer Relationship Marketing, from the Karnatak University, Dharwad, India. She has over 20 years of experience in teaching and research in Management Studies.


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