advanced program for marketing professionals batch...

Advanced Program forMarketing Professionals

Batch 02

IIM Calcutta

Ver 1.1

Contents

• Broad Contours

• Who Should Attend

• Unique Features of Program

• Program Modules

• Detailed Module-wise Contents

Broad Contours

Program Directors :Prof. Prashant Mishra

Duration : One Year

Eligibility : Graduation in any discipline with 50% marks (Aggregate) and 5 years of Experience

Schedule : Sunday,6.30 pm – 9.30 pm

Program Fees : Rs. 1,48,500/- [This does not include campus visit expenses]

Who should attend?

• Mid to Senior level managers in marketing & sales

• Senior and middle managers in other functional areas who would like to develop an advanced proficiency in marketing, strategy and implementation

Unique Features

Unique Program

• Only Advanced Program available for Marketing & Sales Professionals in India

Pedagogy• Designed with a mix of experience sharing, real life case discussions, assignments

and industry/research based projects besides the lectures in class

Leadership Development

• Grooming for an enriched role in marketing and strategy

Campus Visit • Three Days of Campus Visits during the program

Certification• Graded Certificate of Successful Completion (with accompanying academic grades)

from IIM Calcutta

Program Coverage

Foundation Courses1. Marketing Management2. Consumer Behaviour3. Quantitative Methods for Marketing Decisions4. Financial Acumen for Sales and MarketingAdvanced Courses1. Sales and Distribution Management2. Customer Relationship Management3. Strategic Brand Management4. Strategic Aspects of Marketing5. B2B Marketing6. Organisational and People Issues in Marketing7. Product Management

Conference Call/Information Session

• Why should I attend the conference call?– To evaluate the program rigorously and in

depth before taking a final decision

• Who will host the call?– NIIT Imperia Product Management &

Academic Team would address the queries regarding the program

• How can I register for the conference call?– Register Online using the following link –

http://bit.ly/apmpconcall (You will see the next available conference date in the same link)

http://bit.ly/apmpconcall

DETAILED MODULE-WISE CONTENTS

Marketing and Sales Fundamentals

Key Learning Outcome: The aim of this module is to introduce the processes and outcome of marketing to the participants. It also aims at making participants awareabout the distinctiveness of Indian markets vis a vis others, its complexities and implications.

*Tentative Session Plan - Based on Last Batch Session wise plan

Session Plan

1. Marketing Concepts and Customer Value

2. Building Customer and Market Orientation

3. Segmentation Targeting and Positioning

4. Strategic Market Planning

5. Indian Market Realities and Unique Challenges

Session Wise Plan1. Understanding Financial Reporting

2. Break Even, Contribution, profitability etc

3. Understanding Cost for Decision Making

4. Financial Performance Measures

Basic Financial Acumen for Marketing Professionals

Learning OutcomeThe module aims at introducing relevant financial concepts to the participants so as they can develop a keen understanding of consequences of marketing decisions in financial terms.


Session Wise Plan1. Understanding Individual and Organisation - Consumer Behaviour

2. Indian Realities: Consumer Types and Implications (eg Urban vs Rural)

3. Best Practice Case Studies

Understanding Consumers

Learning OutcomeThe objective is to help participants understand underlying influencers of consumer’s consumption decisions and learn ways of using this information in decision making.


Session Wise Plan1. Marketing Research and Analytics for Decision Making

2. Qualitative Tools and their utility

3. Select Quantitative Tools and Their utility

Marketing Research and Analytics

Learning OutcomeTo help participants appreciate the need for analytical decision making in marketing and introduce select contemporary tools such as conjoint analysis, ethnographic studies etc


Session Wise Plan1. Issues in Product Policy and Product Lifecycle management

2. Product Portfolio Management : Tools and Techniques

3. Branding Decisions: Issues and Challenges

4. Brand Equity: Development and Measurement

Product and Brand Management

Learning OutcomeThis module is targeted towards making participants learn various issues and coping strategies in order to become Successful Product and Brand Manager


Session Wise Plan1. Designing and Developing Distribution Channels2. Issues in Managing and Motivating Distribution Channels3. Managing Channel Conflict and performance4. Organized Retailing In India: Emerging Issues5. Selling through Modern Retail Formats: Challenges and prospects6. Personal Selling Strategies: Transaction Vs Relationship7. Issues in Direct Marketing

Sales & Distribution Management

Learning OutcomeThis module aims at making participants aware of distribution realities and complexities in Indian market primarily and ways and means to respond to the challenge there of.


Session Wise Plan1. Service Marketing Fundamentals

2. Marketing mix decisions in service environment

3. Complaint handling, Service Recovery and Customer Relationships

Service Marketing

Learning OutcomeTo appraise participant about challenges faced by the service marketers and possible strategies tocope with them.


Session Wise Plan1. Understanding Institutional Markets: Distinctiveness from Consumer

Markets

2. Specific Marketing Challenges in B2B markets: Sales, Distribution and Brand Building

3. Distinctive challenges in High-Tech Product Market: Implication for Marketing and Sales Professionals

Distinctive Issues in B2B and High Tec Product Marketing

Learning OutcomeTo appraise participant about challenges faced by the B2B Marketers or marketers of high tech products and possible strategies to cope with them.


Session Wise Plan1. Global Business Environment

2. Market Entry Strategies

3. Standardistaion Vs Adaptation decisions

Contemporary Issues in International Marketing

Learning OutcomeTo introduce the issues involved in global business environment and also to make participants aware about factors influencing market entry decisions


Session Wise Plan1. Relationship Marketing Fundamentals

2. CRM: Tools and techniques

3. Challenges and some best practice cases

Customer Relationship Management

Learning OutcomeThis advanced module is aimed at emphasizing the need of and the rationale behind relationship marketing philosophies and tools and techniques to the participants.


Session Wise Plan1. Understanding Teams

2. Motivating and Managing Your Team

3. Negotiation and Persuasion Skills

4. Strategy and Pitfalls in Negotiation

5. Goal Setting, Performance Appraisal and Counseling

Soft Skills for Sales and Marketing professionals

Learning OutcomeThe aim is to help participants understand and appreciate critical soft issues involved in organizational processes in general and their implications for sales and marketing professionals in particular


Session Wise Plan1. Formulating Marketing Strategy: Issues and Challenges for Creating and

Delivering Customer Value2. Designing Market Driven Strategies: Strategic Relationships; Planning New

Products3. Designing Market Driven Strategies: Entering a Market4. Strategies for Growing Markets5. Strategies for Mature and Declining Markets

Integrative Module: Strategic Market Management

Learning OutcomeThis module will be purely case based. Through 6-8 diverse case studies drawn from both Indian and international environment faculty will attempt to integrate the learning through variousmodules in the program.


First Batch of APMP had a diverse profile

• Professionals with 5 to 21 years of experience• Professionals from various sectors – Telecom, IT, Pharma, Food &

Beverages, BFSI, etc..• Sample Designations of Participants

– General Manager – Dephi– Manager – Marketing, RIL– ASM – HCL– DGM – Marketing, IDEA Cellular– Director – Marketing, ESPN Start Sports– Marketing Manager - Wockhardt– AVP – Sales, Orange– Assistant Manager - Reebok

Telecom18%

IT15%

Pharma14%

Food & Beverages

10%BFSI8%

Others35%

Industry Breakup

5 - 9 Years42%

9 - 13 Years28%

13 - 17 Years20%

17 Years +10%

Experience Breakup

What did first batch said about this program?

SASWADAN RANJIT KUMAR,Area Business Manager – Samsung Electronics Ltd,• Before joining the course, my major concern was whether the course is worth the

program fee. After joining the program, the program has not only added value but has also helped me to work smartly and thus climb the professional ladder.

ANIMESH RAHA,Senior Manager (Marketing) – Aircel,• My major concern before joining the program was the takeaways that i would have

for my day-to-day work from my course But thanks to diverse profile of participants and diverse sectors represented by these participants, I have learnt a lot. Program has helped me to present myself in a better light.

DEEPSHIKHA CHAKRABORTY,Sales Manager – CISCO,• The key benefits from the program has been exposure to realistic case studies,

hands-on learning on Marketing aspects and curriculum. All the sessions taken by Prashant Mishra were great.

What did first batch said about this program?

SARVESH MISHRA,AGM – Schneider Electric,• Program has made me better equipped to carry all marketing campaigns

and make a balanced analysis of all situations and numbers.

SEEMA ARORA,DGM – Branding, Marketing Communication & PR, Bharti Corporate• “Interactivity” was the most liked feature of the program. Some of the

case studies are very relevant to our current job profile. Especially Classroom sessions open up different perspectives of the same problem.

HIMADRI SHEKAR ROY, Executive Vice President Indiainfoline Ltd.• I have found the technology; content and presentation are the best

features of this program.

Documents Required for Application

• 1 Passport size photo affixed [Latest photo with light backdrop]

• Proof of Date of Birth [DOB Certificate / 10th Std Mark sheet]

• Proof of Graduation Completion [Provisional / Degree Certificate]

• Proof of Graduation% and/or Post-Graduation% [Graduation Marks sheets for all years]

• Proof of Experience [Experience Certificates as supporting documents for all the jobs mentioned in the form]

• Proof of Current Employment [Letter from the HR with current date / Latest Payslip]

About IIM Calcutta

• The Indian Institute of Management Calcutta (IIM Calcutta) was established as the first national institute for Post-Graduate Studies and Research in Management by the Government of India in 1961 and is reputed to be one of Asia’s finest business schools.

• IIM Calcutta has been playing a pioneering role in professionalising Indian management through its Post-Graduate and Doctoral Level Programs, Executive Training Programs, Research and Consulting Activities

For more information about the institute, please visit www.iimcal.ac.in

About Program Director

Prof. Prashant MishraAssociate Professor – IIM [email protected]

• Academic Background– Ph.D. & MBA (Devi Ahilya University)

• Work Experience– June 2004 till date : Indian Institute of Management Calcutta– April 2004 - June 2004 Narsee Monjee Institute of Management

Studies Mumbai– July 2001 to March 2004 : Nirma Institute of Management

Ahmedabad– July 1998 to July 2001: PIMR Indore

mailto:[email protected]

SYNCHRONOUS LEARNING - NIITIMPERIA

18 Classrooms in 17 cities Direct one-to-one interaction is ensured through individual ICT

systems for each student: High-performance PCs Webcam Audio system and microphone at each workstation,

connected directly to faculty at institutes Classroom interactions & ambience are facilitated by clusters of

student-stations and camera & projection systems that span the full classroom.

6 Synchronous Learning Centers created within corporate premises

Learning Management System (LMS):• supplementary e-learning• program-specific notices• online submission of assignments• reminder services• online testing• student records

STUDIO VIEW

NIIT IMPERIA - TECHNOLOGY EDGE

CLASSROOM VIEW

Take a Virtual Tour of the Classroom

http://www.niitimperia.com/niit-imperia/video-gallery/center-for-advanced-learning-virtual-tour.html

For any Queries Or Doubts,

Call Us At 18001806060 (MTNL/BSNL) or 60006448 (Others)

(Or)Write to [email protected]

(Or)Register for Info Session Conference Call @


mailto:[email protected]
