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Home Courses ISB Executive Education | Advanced Leadership Programme - Pathway to CMO

ISB Executive Education | Advanced Leadership Programme - Pathway to CMO

Advancing marketing leaders as architects of global growth

Course Snapshot

  • FeeINR 8,50,000/- + Taxes
  • Work Experience10 - 30 Years
  • Duration6 Months
  • Delivery MethodBlended- Online

Course Detail

Programme Overview:

Chief Marketing Officers (CMOs) have now been elevated from drivers of competitive and market intelligence to architects of strategic roadmaps for their organisations. The Advanced Leadership Programme - Pathway to CMO empowers aspiring CMOs and senior marketing executives with actionable insights to orchestrate impeccable growth strategies, laying the foundation for them to be CMO office-ready.

Key Benefits

The programme transforms participants into marketing thought leaders by developing critical skills and leveraging insights from behavioural science, economics, and analytics. Participants will master customer-centricity, understand evolving customer preferences, and excel in the dynamic CMO role. They will learn how to enhance performance across marketing channels, harness AI and emerging technologies, lead digital transformation, and manage brands in domestic and global markets.

Programme Outcomes:

The programme is designed to build critical skill sets and transform participants into marketing thought leaders. Through research-backed insights on behavioural science, economics, analytics, and more, participants will better understand customer-centricity and customer experience.

  • Develop a thorough understanding of customer preferences and how they are evolving
  • Understand the dynamic role of a CMO in today's fast-changing business landscape
  • Lead and improve performance across marketing channels
  • Leverage AI, Machine Learning and other emerging technologies for data gathering and analysis
  • Lead the digital transformation of your organisation through the marketing lens
  • Build and manage successful brands in domestic and global markets
  • Manage end-to-end P&L
  • Design products, processes, KPIs and organisations with an eye on the future
  • Learn to be a motivator and visionary leader while effectively navigating crises

Desired Candidate Profile

Is This Programme For You?

This programme is ideal for high-potential executives looking to create differentiated growth strategies for the organisation through cutting-edge interventions. Ideal candidates include:

  • Senior marketing executives looking to transition to a CMO role
  • Emerging and experienced CMOs with a mandate for strategic growth
  • Executives who work with CMOs and senior marketing leaders

Course Modules

  • Module 1: CMO: The Customer Management Officer: Drawing on the psychology of decision-making, participants will learn how customers behave and the importance of being customer-centric. The module covers the nuances of customer orientation, segmentation, targeting, positioning, and organisational decision-making, among other key concepts. Through a deeper understanding of the building blocks of engagement and experience, participants will be able to establish better consumer service and retention strategies.
  • Module 2: The Data-driven CMO: This module explores digital marketing and the use of data to make decisions regarding customer lifetime value (CLV). Participants will learn about the importance of value-based pricing and be exposed to multiple pricing strategies. They will also explore performance marketing, SEO and SEM, influencer marketing and CRM frameworks.
  • Module 3: Business Essentials for CMOs: In this module, participants will hone their skills around the financial implications of marketing decisions, develop a deep understanding of operational efficiencies, and learn how macro, economic, and socio-political environments impact marketing actions. These learnings are pivotal to discovering the scope and depth of marketing operations today and their impact on top and bottom-line growth.
  • Module 4: The NextGen CMO: This module explores how to manage growth and develop a thorough competitive strategy. Participants will learn how to lead their organisations through digital transformation and how newer tools change customer behaviour. Strategic innovation, new market exploration, market structures, digital business models and the use of emerging technology are some of the other critical aspects covered in this module.
  • Module 5: CMO as a Knowledge Hub: In this module, participants will explore the performance-oriented skills that enable CMOs to thoroughly understand sales management, advertising and media management, retail, and the use of AI and ML in marketing. They will gain a deeper understanding of core topics such as advertising measurement, media planning and buying, lead generation, global expansion, franchising, and D2C marketing.
  • Module 6: CMO's Balancing Act: This module delves into how a CMO can build successful and sustainable brands. Participants will also explore the balance a marketing leader should strike between brand management and leveraging the 4Ps - product, promotion, pricing and place. They will explore brand-building strategies, brand equity measurement methods, and brand culture. They will also map the 4Ps to changes in product lifecycle and industry.
  • Module 7: CMO: The Visionary Leader: The last module prepares participants for boardroom conversations, equips them with the art of storytelling, and teaches them how to secure buy-in from internal stakeholders. It also covers the nuances of crisis management, negotiation, personal brand-building and leading diverse teams. Participants will gain a better understanding of team structures and dynamics, organisational culture, and safety.