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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)
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.
*Tentative Session Plan - Based on Last Batch Session wise plan
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.
*Tentative Session Plan - Based on Last Batch Session wise plan
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
*Tentative Session Plan - Based on Last Batch Session wise plan
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
*Tentative Session Plan - Based on Last Batch Session wise plan
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.
*Tentative Session Plan - Based on Last Batch Session wise plan
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.
*Tentative Session Plan - Based on Last Batch Session wise plan
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.
*Tentative Session Plan - Based on Last Batch Session wise plan
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
*Tentative Session Plan - Based on Last Batch Session wise plan
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.
*Tentative Session Plan - Based on Last Batch Session wise plan
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
*Tentative Session Plan - Based on Last Batch Session wise plan
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.
*Tentative Session Plan - Based on Last Batch Session wise plan
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 Calcuttaprashant@iimcal.ac.in
• 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
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
For any Queries Or Doubts,
Call Us At 18001806060 (MTNL/BSNL) or 60006448 (Others)
(Or)Write to imperia@niit.com
(Or)Register for Info Session Conference Call @
http://bit.ly/apmpconcall
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