Marketing communication guru Don E Schultz to speak at MICA seminar

MICA is organizing this one-day seminar in collaboration with Brand Finance India on August 21, 2007 in Mumbai. Don E Schultz conceptualized and promoted the Integrated Marketing Communication (IMC) approach to marketing communication.

Noticing the changing market and unprecedented economic growth which has created a new breed of Indian consumers, this seminar will discuss issues on connecting consumers with the brand. According to MICA, The explosion of choices in the market coupled with immense information available at the click of a mouse, means that today the customer has seized control of the marketplace. The traditional approach to planning and resource allocation is becoming increasingly inadequate To ensure that the brand connects successfully with the demanding and aggressive consumer requires fresh marketing vision and know-how.

On the occasion Prof Don E Schultz will speak on his Three Pathway Model, developed for the Kelloggs School of Management, which includes customer brand value, incremental sales, brand value and valuation. According to MICA, Here participants will understand a new approach to brand communications planning based on network analysis, which is a financial approach to brand and branding in the new marketplace. They will also learn to integrate the push and pull of the Marketing Communication systems.

The seminar will be divided into four sessions. The first session will be on Communication when power shifts to the consumer; the second session will be on Indian perspective of brand & intangible asset valuation which will be addressed by Mr. Unni Krishnan, Country Manager, Brand Finance India. The third session will be on Paradigm shift in marketing planning: Starting with consumers not products; and the last one will be on Adopting Brand Measurement Systems: The Three Pathways.

Since the last two decades, Don E Schultz has been at the forefront of research and practice of marketing planning. Apart from being Emeritus Professor at Medill School, Northwestern University, he is also Chairman, Brand Finance, US. He advises a number of business organizations, advertising agencies and media firms all over the world. His Three Pathway Model enables marketing managers to correlate branding and marketing communication metrics within the financial and accounting framework of the concerned organization.

Established in 1991, MICA is an autonomous, non-profit academic institution recognized by the All India Council for Technical Education (AICTE) and the Department of Science and Technology, Government of India. The institute imparts relevant education to young men and women with a view to provide them with the expertise to become effective communications management professionals.