IIM Kashipur Executive Development Programme In Strategic Marketing Management For Senior Professionals
Degree Type: Certificate from IIM Kashipur
- Programme Start Date: 14-May-23
- Direct-to-device & Campus Immersion
- Class Timings: Sunday 06:45 pm to 10:00 pm
- Course Fee: ₹ 1,65,000 + Taxes
- Duration: 7 Months
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Serving a growing market seldom guarantees smooth sailing. Entrepreneurs and managers in established firms need to develop knowledge about their market and industry and synthesise that knowledge into tangible plans that their organisations can act on. This programme by IIM Kashipur will help participants understand how businesses compete and formulate different strategies. It will also help them gain knowledge to formulate niche marketing strategies.
Programme Highlights
- Contextually designed 7-month programme for working professionals and entrepreneurs
- Campus immersion module of 2 days
- 85+ hours of elaborated online learning
- Weekend lectures, workshops, and case study-based learning
- Certificate from IIM Kashipur
- Class Timings: Sunday : 06:45 pm to 10:00 pm
Module I - Introduction to Strategy
- Three Levels of Strategy
- What is a Strategy?
- The Components of Strategy
- The Hierarchy of Strategies
- What Is Marketing’s Role in Formulating and Implementing Strategies?
- Variations in Marketing’s Strategic Influence
- Market-oriented Management
- An Overview of the Process
- Contents of a Marketing Plan
- Allocating Corporate Resources
- Portfolio Models
- Value-based Planning
- Sources of Synergy
- Knowledge-based Synergies
- Synergy from Shared Resources
- Strategic Decisions at the Business-Unit Level
- How Should Strategic Business Units Be Designed?
- Business-Unit Objectives
- Allocating Resources within the Business-Unit
- Marketing Strategy for Entrepreneurs
- SWOT-driven Strategic Planning
- Developing and Leveraging Competitive Advantage
- Corporate Strategy Decisions and Their Marketing Implications?
- Corporate Scope—Defining the Firm’s Mission
- Corporate Growth Strategies
- How Do Businesses Compete?
- Generic Business Level Competitive Strategies
- Porter’s Strategies and Miles and Snow’s Business Strategies
- How Do Competitive Strategies Differ from One Another?
- Differences in Scope, Goals and Objectives, Resource Deployment and Sources of Synergy
- Deciding When a Strategy Is Appropriate: The Fit Between Business Strategies and the Environment
- Appropriate Conditions for a Prospector, Analyser and Defender Strategies
Creating Customer Value and Customer Relationships
- Customer Perceived Value
- Customer Analysis
- Total Customer Satisfaction
- Maximising Customer Lifetime Value
- Total Customer Satisfaction
Buyer Behavior in Consumer Markets
- Social, Personal Factors
- Key Psychological Processes
- The Buying Decision Process: The Five Stage Model
Setting Product Strategy
- Product Characteristics and Classifications
- Product and Services Differentiation
- Product and Brand Relationships
Developing Marketing Strategy: Customers, Segmentation and Target Marketing
- Choosing Attractive Market Segmentation: A Five-step Process
- Different Targeting Strategies Suit Different Opportunities
- Niche-market, Mass-market and Growth-market Strategies
Diffusion of Innovations
- The Adoption Process and Rate of Adoption
- Adopter Categories
- Implications of Diffusion of Innovation Theory for Forecasting Sales of New Products and New Firms
- Customer Relationship Management
Service Strategies and Policies
- What are Services?
- Tangibility Spectrum
- Characteristics of Services Compared to Goods
- Services Marketing Mix
- Gaps Model of Service Quality
Differentiation and Brand Positioning
- Developing and Establishing a Brand Positioning
- Identifying Optimal Points of Difference (POD) and Points of Parity (POP)
Choosing POP and POD
- Establish Brand Positioning
- Differentiation Strategies
Effective Sales Techniques
- Direct Sales
- Indirect Sales
- Designing a Sales Force
- Sales Force Structure
- Sales Force Size
- Managing the Sales Force
Designing and Managing Integrated Marketing Communications (IMC): Media and Message Decisions
- The Role of Marketing Communications
- The Communication Process Models
- Design the Communications: Message Strategy, Creative Strategy and Message Source
- Select the Communication Channels
- Establish the Total Marketing Communications Budget
Managing Mass Communications
- Setting the Objectives
- Deciding on the Advertising Budget
- Developing the Advertising Campaign
- Deciding on Media and Measuring Effectiveness
Strategy on Distribution Channels
- Channel Strategy: Optimisation and Budgeting
- Distribution Channel, Consumer-driven Distribution
- Content Marketing, Multi-channel, and Omni-channel Marketing
Eligibility Criteria
• For Indian Participants – Graduates from a recognised university
(UGC/AICTE/DEC/AIU/State Government) in any discipline
• For International Participants – Graduation or equivalent degree
from any recognised university or institution in their respective
country
• Proficiency in spoken and written English is mandatory
• Working professionals with a minimum of 4 years of experience
after completion of the qualifying examination
Who Should Attend?
This programme is ideal for working
executives from both B2B and B2C domains
• Candidates from hotel and hospitality, IT, and
consulting firms
• Entrepreneurs running family businesses or
start-up professionals from the banking and
insurance sector
• People working in the retail sector, real estate,
service sectors, etc.
Campus Immersion
There will be 2 days of campus immersion at IIM Kashipur. The in-campus modules are subject to the conditions that prevail then. These conditions pertain to the pandemic or other unavoidable reasons. In case the on-campus module is not confirmed due to the COVID-19 situation, the same will be included in the total number of online sessions.
Admission Criteria
Admission will be based on the overall profile of
the applicants.
CERTIFICATES WE WILL PREPARE YOU FOR
Professional Certificate Programme that unveils your skills and gets you closer to the light of success.
Sounds Interesting?
Download Programme Curriculum for more details
Still have questions? Call @8527606404 for answers
What's Included In All The Training Programs?
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In-Demand Domains
- Banking & Finance
- General Management
- Technology & Analytics
- Leadership & Strategy
- Operations & Supply Chain
- Human Resources
- Product Management
- Innovation & Transformation