WHY MDP?

The Management Development Program (MDP) prepares you to become a better leader of your
unit, or department, as well as a more valuable contributor to broader institutional goals. . Training
existing managers in their chosen domains is as important to the furtherance of management
education as is imparting it to the would-be managers. Each programme is very carefully structured
to ensure that it incorporates high quality in it. Management Development Programmes are unique
learning propositions to the participants and aim at equipping them with the evolving management
concepts, practices, perspectives and approaches. They also strive to enable the participating
managers develop a sound knowledge base, collaborative analysis and ability to appreciate varied
views of a vibrant peer group. The training pedagogies in these programmes are aptly aligned to
their specific needs and foster a more effective comprehension through participative learning.

Program Overview(MDP)
As a manager, you face a distinctive set of leadership challenges. You are responsible for leading
your administrative unit, crafting strategy, motivating staff, and allocating financial resources, but
you are also expected to enact the vision of senior leadership and mobilize support for broader
institutional goals. To be successful, you must be adaptable at managing both “up” and “down” the
institutional hierarchy. Through real-world case studies, small group discussions, and interactive
presentations, MDP teaches you to think beyond your own administrative area and lead in ways that
support larger institutional objectives. You will gain a deeper understanding of how different units
function and will be able to incorporate broader strategic considerations into your management
decisions. MDP provides the tools and insight to think more strategically, balance competing
demands on your time, and engage in more forward- thinking leadership.

Program Objectives:
 Understand the characteristics of effective leadership in higher education
 Develop and lead high-functioning teams
 Understand your optimal role in planning initiatives
 Analyse financial data and understand how funds are allocated and budgets are created
 Consider the ethical dimensions of educational leadership
 Identify the conditions — both individual and institutional — that increase opportunities for
professional development and personal transformation
 Function as an effective change agent

SECTOR-TELECOM INDUSTRY
AIRTEL
 Management Development Programme
On
Contemporary Communication Skills for Managers
February 11 – 13, 2016
at
Management Development Centre (MDC)
IIM Calcutta Campus
Diamond Harbour Road, Joka
Kolkata – 700104
Programme Director: Prof. Shantanu Dey

INTRODUCTION:

The work of managers increasingly entails communication skills especially at middle and senior levels. The
programme is designed to help develop specific and concrete communication skills that are required by
managers irrespective of industry or domain in a contemporary corporate context. The communication paradigm
has been revolutionized in the new media context. The programme hopes to orient and arm participants with
concepts, methods and techniques that can make their communication practice effective in the contemporary
world that is marked by digitalization and globalization. This means contemporary managers need to usefully
understand and use communication skills that employ digital technology and are attuned to inter-cultural and
global cultural contexts.

KEY TOPICS: (TO BE DISCUSSED)

The broad areas proposed to be covered in the Programme include:

 Managerial Communication Strategy: will include Communication Strategy Framework; Key Concepts &
Applications; Contemporary Needs, Challenges & Opportunities

 Oral Communication: will include Public Speaking; Meetings & Conferences; Presentation Skills, Body
Language, Voice & Articulation

 Written Communication: will include Managerial Writing Principles; Report Writing; Proposals &
Business Plans; Editing

 Communicating in the Digital Age: will include strategies and techniques of communicating in the social
media and use of digital technology in written and oral communication

OBJECTIVES:

This Programme will try to develop Communication Skills of practicing managers at middle and senior levels for
improving their managerial practice. The objective will be to develop and enhance oral and written
communication knowledge and skills required in a contemporary context. Specifically, the programme will offer
learning opportunities to improve written and oral communication from the point of view of strategy, technique,
accuracy, style, ethics and sensitivity.

PEDAGOGY:

The program’s pedagogy will include the following:

Conceptual sessions (a brief conceptual understanding may be provided with reference to industry examples and
the work experience of students) 
Written Communication Skills (specific writing techniques may be discussed; also, some critiques of written
material may be done by groups)
Exercises – Public Speaking and Presentations – will be used to provide participants with opportunities to
practice some of these skills and receive feedback.
Handouts/Readings will be provided to cover formats, protocols and language usage issues – clarifications will
be provided during sessions/tutorials/office hours

EXPECTED PROFILE OF PARTICIPANTS:

This Programme has been designed for participants with minimum 3 - 5 years of work experience.

PROGRAMME DIRECTOR:

Prof. Shantanu Dey has been part of the Communication faculty of the ‘Business Ethics & Communication
Group’ of the Indian Institute of Management Calcutta since 2008.
Dey holds a Ph.D. (Inter-disciplinary) degree from the National Law School of India University Bangalore, India; a
Masters degree in Communication from the University of Massachusetts, Amherst, U.S.A.; & a Masters degree in
Economics from the Delhi School of Economics, India.
Dey has more than 15 years of industry experience having worked as Copy Editor, INDIA TODAY magazine;
Executive Director, EXPRESS TELEVISION (Indian Express Group); Director-Programming, TV TODAY [India
Today Group] & General Manager, TIMES TELEVISION (TOI Group). He has worked as a Consultant to Star TV,
Indian Broadcasting Foundation & Broadcast Worldwide and has served as a nominated member of the ‘Advisory
Committee of Experts on Media Matters’ of the Ministry of Environment & Forests, Government of India. He has
also been a communication practitioner in theatre, radio, films-television and print media.
He has been teaching courses on Managerial Communication and Communication Management in the Digital
Media in the Post Graduate Programme of IIM Calcutta. His executive teaching experience includes offerings in
managerial communication, leadership communication and conflict resolution in the MDPs & LDPs of the
Institute. Earlier, he has taught courses on mass communication, advertising, strategic television management,
integrated marketing communication, negotiation & conflict resolution at the University of Massachusetts, USA,
SPJIMR, Mumbai, FTII, Pune and MCRC, JMI, Delhi.
Dey’s publications are in the area of convergent media law & policy and political communication. His current
research interests include Freedom of Speech, New Media, and Urban Conflict Resolution.

PROGRAMME DURATION:

This Programme will be held at the Management Development Centre (MDC), Indian Institute of Management
Calcutta, during February 11 – 13, 2016.
For the participants, accommodation is arranged from the evening of the day before the Programme. Participants
must report at the venue of the Programme by the evening of February 10, 2016. Reception of Management
Development Centre (MDC) is manned round the clock. The Programme will be over by 2.00 p.m. on the last
day. Participants are requested to make their travel plan accordingly.

PROGRAMME FEES:
The Programme fees for each participant will be Rs. 50,000/- plus applicable Service Tax, which will cover the
cost of board and lodging, tuition, course materials etc.
Discount on Programme fees: A discount of 10% on the Programme fees can be availed by an organization if it
nominates at least 4 participants for a particular MDP.
Please Note:
 Participants would have to make their own travel arrangements.

 Accommodation at IIM-C will be provided till 2.00 p.m. on the last day of the Programme.

 If a participant fails to attend the Programme, no refund of fees will be made. However, the same can be
adjusted during current or next financial year. In case the programme is being cancelled by IIM-C, the
programme fees will be refunded in full to the person/organisation concerned.

HOW TO ENROLL:

Enrolment Form for nomination or participation can be downloaded from the ‘Executive Education’ section of our
website,www.iimcal.ac.in. Kindly fill in this form mentioning full details of the participant(s), sponsoring
organization, and the payment particulars. The filled in form(s) along with Cheque/Demand Draft (if any) need to
reach the CMDP Office well in advance before commencement of the Programme. In case of online payment, the
filled in forms may be scanned and e-mailed to us.
The Programme fees can be paid in any one of these three ways:
A. Demanddraft/Chequepayable at Kolkata.
The cheque/draft should be drawn in favour of “INDIAN INSTITUTE OF MANAGEMENT CALCUTTA”.
B. Electronic Fund Transfer through NEFT/RTGS. 
Kindly contact the CMDP Office to get our Bank Account and other relevant details.
C. Payment Gateway.
Please visit the IIMC website www.iimcal.ac.in and access the ‘Executive Education’ section for payment
through Net Banking or Credit/Debit cards.
In case of online payment, kindly intimate the CMDP office with the relevant transaction details through email, so
that we can connect your remittance to your nomination.
Please note that confirmation of participation will be provided only on receipt of Programme fees by CMDP
Office.
You are encouraged to send in your nominations at least 3 weeks prior to the commencement of the
Programme. However, we accept nominations up to 2 weeks before the start of an MDP, subject to seat
availability.
Our correspondence address is as follows:
CMDP Office
Management Development Centre (MDC) 
Indian Institute of Management Calcutta
DiamondHarbourRoad,Joka
Kolkata - 700 104
Phone: 033-24678300-04/ 033-24380500
Email: program_mdp@iimcal.ac.in
For more detailed information on MDP rules and regulations, you may please refer to the ‘Guidelines for
Participants’ on our website.

SECTOR: AUTOMOBILE INDUSTRY

TATA MOTORS

Management Development Programme

On
Marketing in Practice
February 03 – 06, 2016
at
TATA Hall
IIM Calcutta Campus
Diamond Harbour Road, Joka
Kolkata – 700104
Programme Director: Prof. Ramanuj Majumdar

INTRODUCTION:
Rapid globalization, entry of MNCs, growth of internet / social media, acceptance of modern trade, continuing
social transformation and economic prosperity etc. in India are leading to many new challenges to every
Marketer. In this highly competitive environment, an organization has to nurture existing market, develop and
serve new customer segments. In general, the Marketing function will have to “create value” by stimulating,
facilitating and fulfilling customers’ aspirations. It does this by building brands, nurturing product/service in more
innovative manner, understanding customer behaviour, creating superior customer service and designing
creative communication etc.

KEY TOPICS(TO BE DISCUSSED)

This MDP will address the following Topics:

1 New role of Branding & Decoding Brand Value

2 Driving growth through Product Innovation

3 Consumer Research In Practice

Understanding Consumer Motivations & the processes involved in different buying

4
decisions

5 Emerging New Market Segments & Shopper Buying Behaviour

6 Managing Marketing Communication in the backdrop of new media spectrum

7 Concept of Pre-Selling & Negotiation Strategies

 8 Forms of Distribution & Modern Trade

9 Use of Technology in Distribution

1
Penetration into the Indian Rural Market
0

1
Innovative Pricing & Promotional Strategies
1

1
Building Niche Product Categories
2

1
Managing a Portfolio
3

1
Digital & Semiotics in Marketing.
4

OBJECTIVES:

Interactions with senior level Marketing Practitioners highlighted the need to design & offer an innovative MDP
that shares the various current practices of Marketing. It will focus on the contemporary demand to make
marketing more customer focus.
This MDP will focus on the new perspective Marketing where the popular 4Ps are assuming new form.
 Product -> Customer Value

 Price -> Customer Costs

 Place -> Customer Convenience

 Promotion -> Customer Centric Communication (not mere price offs & promotion deals!)

The programme shall make use of many live Indian case studies, and share best practices from Indian as well as
global companies that will enable participants to face emerging marketing challenges more effectively.
 PEDAGOGY:

Apart from sharing latest concepts on topics mentioned above, several case studies, group exercises, experience
sharing by senior level marketing executives and participants would be the key features of this MDP.

EXPECTED PROFILE OF PARTICIPANTS:

This MDP will be beneficial for middle & senior level Marketing professionals from any business. Managers from
service industries would also find the programme relevant.

PROGRAMME DIRECTOR:

Prof. Ramanuj Majumdar joined IIM Calcutta (IIMC) in 1977 with a first class Bachelor & Master degree in
Statistics from ISI Calcutta, after a brief stint of eighteen month in an International Project in IIM Bangalore. He
earned his Doctorate (Fellow Title) in Marketing from IIMC.
Prof. Majumdar has offered many popular Marketing courses in PGP, MDP & In-company programmes during his
long teaching career. He has delivered talks in leading business schools in USA, Germany, Netherlands and UK
on their invitation. He visited China, South Korea, Singapore, Italy and Middle East in connection with
International Programmes and Conferences.
Prof. Majumdar has written numerous papers on wide variety of practical Marketing issues. He has the distinction
of handling numerous marketing consultancy projects for many blue chip companies and PSUs in India. He is the
author of books such as Selling: Principles & Practice; Product Management in India, Consumer Behaviour,
Marketing Research, Marketing Strategies, Strategic Brand Management which have assumed popularity in MBA
curriculum in India and abroad as well as among the practicing managers in the corporate world. His forthcoming
book is on Marketing Practices in India.
Prof. Majumdar can be contacted by email: prof.ramanuj@gmail.com and Cell no.: 94331-83823
Apart from Prof. Majumdar, his colleagues from academics, few senior Executives from industry shall share their
experience and interact with the participants during the programme.

PROGRAMME DURATION:

This Programme will be held at the TATA Hall, Indian Institute of Management Calcutta, during February 03 –
06, 2016.
For the participants, accommodation is arranged from the evening of the day before the Programme. Participants
must report at the venue of the Programme by the evening of February 02, 2016. Reception of TATA Hall is
manned round the clock. The Programme will be over by 2.00 p.m. on the last day. Participants are requested to
make their travel plan accordingly.

PROGRAMME FEES:

The Programme fee for each residential participant will be Rs. 40,000/- plus applicable Service Tax, which will
cover the cost of board and lodging, tuition, course materials, etc.
Discount on Programme fees: A discount of 10% on the programme fees can be availed by an organization if it
nominates at least 4 participants for a particular MDP.
Please Note:
 Participants would have to make their own travel arrangements.

 Accommodation at IIM-C will be provided till 2.00 p.m. on the last day of the Programme.
 If a participant fails to attend the Programme, no refund of fees will be made. However, the same can be
adjusted during current or next financial year. In case the programme is being cancelled by IIM-C, the
programme fees will be refunded in full to the person/organisation concerned.

HOW TO ENROLL:

Enrolment Form for nomination or participation can be downloaded from the ‘Executive Education’ section of our
website,www.iimcal.ac.in. Kindly fill in this form mentioning full details of the participant(s), sponsoring
organization, and the payment particulars. The filled in form(s) along with Cheque/Demand Draft (if any) need to
reach the CMDP Office well in advance before commencement of the Programme. In case of online payment, the
filled in forms may be scanned and e-mailed to us.
The Programme fees can be paid in any one of these three ways:
A. Demand draft/Cheque payable at Kolkata.
The cheque/draft should be drawn in favour of “INDIAN INSTITUTE OF MANAGEMENT CALCUTTA”.
B. Electronic Fund Transfer through NEFT/RTGS. 
Kindly contact the CMDP Office to get our Bank Account and other relevant details.
C. Payment Gateway.
Please visit the IIMC website www.iimcal.ac.in and access the ‘Executive Education’ section for payment
through Net Banking or Credit/Debit cards.
In case of online payment, kindly intimate the CMDP office with the relevant transaction details through email, so
that we can connect your remittance to your nomination.
Please note that confirmation of participation will be provided only on receipt of Programme fees by CMDP
Office.
You are encouraged to send in your nominations at least 3 weeks prior to the commencement of the Programme.
However, we accept nominations up to 2 weeks before the start of an MDP, subject to seat availability.
Our correspondence address is as follows:
CMDP Office
Management Development Centre (MDC) 
Indian Institute of Management Calcutta
Diamond Harbour Road, Joka
Kolkata - 700 104
Phone: 033 2467 8300-04 / 2438 0500
Email: program_mdp@iimcal.ac.in
For more detailed information on MDP rules and regulations, you may please refer to the ‘Guidelines for
Participants’ on our website.