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Home Courses IIM Calcutta | Advanced Programme For Marketing Professionals (Batch 15)

IIM Calcutta | Advanced Programme For Marketing Professionals (Batch 15)

To understand marketing beyond their function.

Course Snapshot

  • FeeINR 4,05,000/- + GST
  • Work Experience5 - 30 Years
  • Duration12 Months
  • Delivery MethodOnline

Course Detail

Programme Overview:

IIM Calcutta has opened applications for its 15th batch of their flagship Advanced Programme for Marketing Professionals. With a legacy of 14 batches in the past, the programme boasts a rich curriculum designed by IIM Calcutta's esteemed faculty. This would include cutting-edge marketing strategies with digital initiatives and an all-round understanding of the different facets in marketing preparing you to take roles requiring coordinated efforts in Marketing and Sales. Taught with the help of live online lectures and 2 immersive campus sessions. The curriculum is designed for working professionals interested in furthering their careers and looking to switch to sales and marketing functions, Marketing managers who need to understand marketing beyond their function, entrepreneurs and leaders requiring knowledge and insights on marketing to make strategic decisions.

Programme Highlights

  • Live Online Learning with IIM Calcutta Faculty.
  • Weekend Sessions for Working Professionals.
  • Curriculum covers sales and marketing functions.
  • Includes Marketing Analytics with AI and ML.
  • Two Campus Sessions of five and three days.
  • Executive Education Alumni Status and Benefits

Desired Candidate Profile

  • Currently working with a minimum of Five years of work experience with a graduate degree /post-graduate Degree- scoring a minimum 50% aggregate in either.
  • Graduation (10+2+3/10+2+4/10+2+2 /11+1+3) from a recognized university (UGC /AICTE /DEC/AIU).

Training and Internship experience will not be considered.

Course Modules

Module 1: Why Consumers Buy?

  • Building Blocks of Marketing
  • STP
  • Consumer Behavior
  • Porter's five force Analysis
  • Marketing Mix design
  • Problem Recognition and Information Search
  • Understanding Decision-making and Post-purchase Evaluation
  • Learning, Motivation, Attitudes
  • Understanding Influence - Individual, Societal, Cultural, etc.
  • B2B Marketing Decision-making Process
  • Identifying and Managing Key Accounts

Module 2: Understanding Markets

  • Research Framework and Research Problem
  • Designing a market research plan
  • Methods and tools of data analysis
  • Qualitative Research Methods
  • Quantitative Research Methods

Module 3: Financial Acumen for Marketing

  • Understanding Cash Flows
  • Understanding and Managing Outstanding Cycle
  • Understanding Costs - Direct, Indirect, Variable
  • NPV & IRR
  • Understanding how firms make financial decisions.
  • Understanding how to read and understand financial statements

Module 4: Managing Teams

  • Understanding Teams
  • Motivating Teams
  • Developing Productive and Happy Teams
  • Goal Setting, Performance Appraisal, Counselling

Module 5: Workshop on Negotiation skills for Sales & Marketing

  • Understanding principles of negotiation in sales and marketing
  • Principled Negotiations
  • Single and Multi-issue Negotiations
  • Various Approaches in Negotiation

Module 6: Managing Products, Services and Brands

  • Product Management
  • Managing Product Lines
  • Understanding Product Life Cycle Management
  • Managing New Products and Services
  • Managing service quality
  • Understanding Service Profit Chain
  • Brands and Branding
  • Brand Positioning
  • Understanding Consumer Based Brand Equity
  • Brand Extensions

Module 7: Managing Sales, Channels, Retail

  • What is selling?
  • Sales Force Management
  • Motivating and Rewarding the Salesforce Performance
  • Managing Sales Territories
  • Managing Retailing and Distribution
  • Online retailing and E-commerce
  • Digital Platforms

Module 8: Integrated Marketing Communications

  • Basics of Marketing Communications
  • Communication Models
  • Understanding Media
  • Media Planning
  • Digital Marketing
  • Social Media Marketing
  • SEO, SEM, and other digital marketing tools

Module 9: Contemporary Issues in Marketing

  • Marketing Analytics
  • Application of AI/ML in Marketing Analytics
  • Emerging Issues in Marketing

Module 10: Formulating & Designing Marketing Strategy

  • Marketing Planning
  • Developing and Implementing Marketing Strategy
  • Positioning Strategy
  • Pricing Strategy
  • New Product Strategy