Strategic Marketing Through Cultural Intelligence

Welcome to IIMU Consumer Culture Labs Executive Program on Strategic Marketing through Cultural Intelligence (SMCI). In this one-of-its-kind program, a cultural intelligence lens is used to understand, define, and design marketing elements. This approach uncovers insights that can help your firm gain competitive advantage, by tailoring marketing strategy to the nuanced and complex cultural contexts of your markets. The program is positioned at the intersection of culture and marketing, offering a framework to develop effective strategies and identify opportunities in diverse markets.

The program takes a multidisciplinary approach to empower industry practitioners with a deeper understanding of not only managing multiculturalism but also developing great brands by utilizing cultural undercurrents. Thus, the program will provide insights into a powerful method for building stronger brands. Moreover, it will also offer different approaches for conducting cultural analyses to understand, uncover, and utilize cultural insights. The program offers a fine balance of academic rigor and business relevance through multiple pedagogical approaches to create a space for collaborative learning and networking.

The program would cover the following broad topics:

Situating cultural branding with other mainstream branding approaches

Understanding cultural lenses to decode the Indian Market

What is cultural branding (and what it is not)

Crafting cultural brands

Tools for cultural branding

Developing a road-map for practising cultural branding

The program will take place at the Indian Institute of Management Udaipur. Participants will receive full board and air-conditioned single-room accommodation at a nearby hotel on a single-occupancy basis.

The program has four key objectives:

Introducing participants to the concept of cultural intelligence in strategic marketing

Equipping participants with the necessary analytical and decision-making skills to create culturally informed marketing strategies

Familiarizing participants with relevant research methods that generate deep cultural insights, and

Developing a comprehensive framework of using cultural intelligence in strategic decisions

A blend of experiential learning, case studies and participatory exercises.

Sessions by International facultypractitioners to share real-time applications of course concepts in the industry.

Individual and Group assignments for hands-on practice of course concepts.

The program will take place at the Indian Institute of Management Udaipur. Participants will receive full board and air-conditioned single-room accommodation at a nearby hotel on a single-occupancy basis.