Institute of Management Technology (IMT) Dubai Presents "MARKETING ON FIRE"

[Kalpana Heliya]

Institute of Management Technology (IMT) Dubai
MARKETING ON FIRE
Consumer Behaviour in Different Perspective
October 28th, 2009

The success story of Marketing on Fire at IMT- Dubai for the student members of the Marketing Excellence Network (M.E.N) did not end with the accomplishments at Marketing on Fire-Consumer Behavior in the Middle East: Challenge and Opportunities on the 14th October09. The saga continues with its next installment: Consumer Behavior in Different Perspective and so does the relentless endeavor for success and expanding opportunities.

Similar to its prequel, the students of IMT will be yet again be addressed by three brilliant corporate minds who are exemplary yet unique to their own fields. IMT and the M.E.N are honored to have Mr. Charles D’Souza, the Senior Strategic HR Consultant at Emirates Bank Group; Mr. Mahmoud Sayed Ahmed, the Head of Marketing at Motorola and Mr. Deepak Chandran, the Vice President & Head - Cards Portfolio Management at Emirates NBD to deliberate with her students their experience, wisdom and know-how.

The Marketing Excellence Network (MEN) under the leadership of the award winning Professor Mohan Agrawal, seeks to be become the primary platform to cultivate professional excellence and success for all those who are ensnared by the world of marketing. The MEN continuously challenges the network members to add and apply new knowledge and practices and integrating them in real life.


IMT, DUBAI
PRCOM

[Kalpana Heliya]

Marketing on Fire- Consumer Behavior Trends in the Middle East”
Date: Wed, 28th October, 2009
Venue: IMT Dubai, Dubai International Academic City

October 29, 2009

‘Break Free from the Known to Ignite Consumers in the Middle East’

"Consumer promotions like deals, discounts, festivals, and attractions are among the primary ignites of consumer needs in the Middle East. It is unlike classic model where media advertising and brand activities are primary consumer stimuli’ said Dr. Mohan Agarwal, Professor of marketing at Institute of Management Technology Dubai. He was summarizing several research studies conducted at the Institute in the last one year researching consumer segments to the concluding session of 2nd Summit on ‘Marketing on Fire- Consumer Trends in the Middle East’ Wednesday, 28th, October 2009.

The Summit was truly on fire with many fiery speakers like Mr. Piyush Mathur, Managing Director, Nielson Research; Mr.Mahmoud Sayed Ahmed- Head, Marketing Motorola; Mr. Deepak Chandran - VP and Head for Cards Portfolio, Emirates NBD and Mr. Vikram Krishna, Head Retail Loans, Emirates NBD. Mr.Khalid Deemas, Director, Nakheel Group made a special appearance at the Summit.

The session began with a stimulus presentation by IMT Dubai MBA students on ‘Transition of Paper Recharge to Virtual Recharge at Du’ summarizing their research and recommendations on this socio-business priority for Du Telecom. The research was guided by Dr.Mohan Agrawal, Summit Director.

In the first keynote, Mr. Piyush Mathur, MD Nielson Research, outlined several approaches on ‘unlocking the growth in downturn’. In an inspirational and illustrative presentation, he highlighted the value of consumer research, breaking free form the known and insights towards creating new growth opportunities in challenging times.

The next keynote speaker was Mr. Deepak Chandran, Vice President and Head - Cards Portfolio Management, Emirates NBD who highlighted the opportunity in ‘collaborative marketing’. Illustrating the case of ‘skywards credit card- a collaborative marketing effort between Skywards of the Emirates Airline and NBD, he showed how a deft integration of consumer insights and marketing collaborations creates a winning product in difficult times.

The summit was aptly concluded by Mr. Vikram Krishna, Head of Retail Loans, Emirates NBD bank. Thru the award winning campaign of “Borrow Wisely”, he dwelt upon the strategy of ‘winning consumer thru social marketing’. The campaign demonstrated the true commitment of the Emirates NBD Bank to the welfare of consumers by educating them and yet accomplishing an outstanding growth in the retail loan business in the challenging times. ‘CSR pays’ was his parting mantra.

The 2009 Summit follows similar success of the inaugural summit last year and showcases IMT Dubai as the leading platform for thought leadership in marketing in the Middle East.

Brought to you by-
IMT, DUBAI PR COM in association with Managementparadise.com