Executive Programme
in
Sales & Marketing
Starts 25th March, 2023
Available Online Training 24*7
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Duration: 10 Months | ₹2,47,500 + GST
Sales and Marketing are integral and interlinked functions in any organisation where marketing plays a crucial role in supporting sales. Marketing builds a relationship between the customer and product, whereas Sales helps translate the product message to the customer. The Executive Programme in Sales & Marketing (Batch 04) from IIM Lucknow is a comprehensive course that integrates contemporary knowledge, skills, tools, and techniques in sales and marketing functions. It is designed to empower participants with a thorough understanding of theoretical principles as well their application to practical aspects of a business.
Course Highlights
Course Content
MODULE 1: MARKETING FUNDAMENTALS
1. Introduction to Marketing Management
The objective of this module is to develop the participants’ analytical skills, conceptual abilities, and substantive knowledge in the field of marketing management. It seeks to achieve the stated objectives by helping them undergo meaningful exercises in decision-making in a variety of real-life marketing situations covering, but not limited to:
- Understanding the marketing environment
- Sales vs marketing
- Holistic marketing concept
- Market analysis and Porter’s model
- STP strategy
1. Introduction to Marketing Management
The objective of this module is to develop the participants’ analytical skills, conceptual abilities, and substantive knowledge in the field of marketing management. It seeks to achieve the stated objectives by helping them undergo meaningful exercises in decision-making in a variety of real-life marketing situations covering, but not limited to:
- Motivation
- Learning
- Attitude
- Information processing
- Personality traits
3. Marketing Research and Analytics
The objective of this module is to develop the participants’ appreciation for the field of marketing research. It seeks to achieve the objectives by helping the participants understand why we need to do marketing research and how it is done. It shall cover various topics such as:
- Marketing research process
- Problem formulation
- Research design and methodology
- Data analysis
MODULE 2: GO-TO-MARKET ESSENTIALS
1. B2B Sales and Marketing
The objective of this module is to help participants appreciate the importance and differences between consumer markets and business markets. It seeks to provide a detailed understanding of the specificities of B2B sales and marketing theories and techniques covering, but not limited to:
- B2B buying process
- Salesforce enablement and development
- Key account management
- B2B marketing in the digital age
2. Channel Design and Distribution Management
The objective of this module is to develop the participants’ analytical skills, conceptual abilities, and substantive knowledge in the field of marketing management. It seeks to achieve the stated objectives by helping them undergo meaningful exercises in decision-making in a variety of real-life marketing situations covering, but not limited to:
- Channel design conflicts and issues
- Evaluating, motivating, and controlling channel members
- Distribution strategies
- Differences in the urban and rural distribution
- Optimising distribution channels
3. Brand Management through IMC
Understand the core concepts of Brand Management and Integrated Marketing Communication (IMC). Develop competitive and positioning strategies and select the target audience(s) for the IMC campaign plan.
- Fundamentals of branding
- Branding architecture
- Choosing a marketing communications mix
- Structuring an IMC campaign
- Brand equity
MODULE 3: STRATEGIC MARKETING IN THE DIGITAL AGE
1. Strategic Planning for Competitive Advantage
This module has been designed to familiarise participants with the strategic and holistic aspects of marketing, and their practical implications in the real world. This includes:
- The role of marketing and strategy in the overall corporate planning process
- How different functions of marketing, viz., product, price, sales, distribution, and promotion, can be applied practically
- Making the leap from a subjective marketing performer to an effective strategic marketing performer
- Building customer-centric strategies
- Sustainable marketing practices
2. Digital and Social Media Marketing
The Internet may be accessed through a variety of devices, including mobile phone, tablets, or personal computers. The internet (and accessing it through various devices), today, is an important component of any company’s channel mix or media mix. The access and use of the internet also gives rise to content that is digital in nature, and often imbues an essence that is significantly different from traditional marketing channels and approaches. Therefore, an in-depth understanding is essential for harnessing the marketing potential that this maturing medium offers. The opportunities, problems, tactics, and strategies associated with incorporating the internet into the marketing function are examined.
- Search engine optimisation (SEO),
- Advertising on the internet (PPC, PPM),
- Social media marketing
- Social media ROI, e-mail marketing, and web analytics
3. Online vs Offline Retail Management
Understand the linkage of business strategy, marketing strategy, and retail strategy both in the offline and online mode. Make the participants aware about different strategic retail interventions and their economic potential. Facilitate good understanding of present retail scenario in the e-commerce era.
- Fundamentals of retail
- Retails formats
- Merchandising
- Location and layout
- Omnichannel strategies
4. Workshop
- Leadership and soft skills
Eligibility Criteria
- Bachelor’s degree or equivalent (10+2+3) or Diploma (10+2+3) from a recognised university or institution approved by UGC/AICTE/DEC/AIU/State Government in any discipline
- Minimum 50% aggregate marks of all years in the qualifying education
- Minimum 4 years of relevant full-time* work experience post-completion of qualifying education
*Internships and training experiences are not considered as fulltime work experience.
Admission Criteria
The selection will be based on the candidate’s profile evaluation, subject to meeting eligibility criteria.
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