EXECUTIVE PROGRAM IN

MARKETING STRATEGY

BATCH 2

Learn to Integrate Marketing Elements to Hasten Business Growth

The longevity of a business depends highly on its marketing strategies, so does the success of a product. Marketing itself, has evolved and embraced technology. It has become ever more important to understand the expanse of its impact, how to bring the customer perspective into every business decision and the techniques where marketing tools and concepts are being deployed. Not to forget analytics.

The Executive Program in Marketing Strategy from IIM Lucknow is an extensive course that takes you through the marketing ecosystem covering various aspects like consumer behavior, product & brand, digital marketing, channel management and the other essential components of marketing as a function. This program also provides an understanding of critical, new age dimensions of marketing in the digital business era, using analytics and how all of these converge to form effective and implementable marketing strategies.

Program Overview

Program Highlights

Participants, during the 3 day On-campus module, will have the opportunity to experience thehigh-intensity, face-to-face classroom interactions at IIM Lucknow

3 Days of On-Campus Intervention

Upon successful completion of the course, participants will get certificate of completion fromIIM Lucknow

Opportunity to get Certificate of Completion by IIM Lucknow

Participants successfully completing the program and registering with IIM Lucknow, by payinga one-time alumni fee, will receive an “MDP Executive Alumni” status from IIM Lucknow

Qualify for Executive Alumni Status from IIM Lucknow

Get a rounded exposure to multiple aspects of an effective marketing strategy and understand its applicability to real life business scenarios

Learn Aspects of Effective Marketing Strategies

Eminent faculty from IIM Lucknow offers in-depth and practical understanding of marketing strategies

Internationally experienced and awarded faculty

As a part of this program, participants will be able to work on a Capstone project on marketing strategy

Work on a Capstone Project

Syllabus

Introduction to Marketing

Scanning the Marketing Environment

Marketing Research

Competitive EnvironmentAnalysis

Integrated Marketing Communications – Advertising/PR/Sales Promotion

Brand Management

Personal Selling and Sales Force Management (Including sales force automation)

Designing and ManagingDistribution Channels

Digital and Social Media Marketing

Marketing Analytics

Marketing Strategy in Action

Capstone Project on Marketing Strategy

Segmenting, Targeting and Positioning

Consumer and Business Buying Behaviour

Organizational Marketing (B2B)

Product Management

Pricing

Services Marketing

Customer Relationship Management

Campus ComponentThis program includes 3 days of on-campus intervention which will take place at IIM Lucknow. The on-campus module will be scheduled later during the course of the program as per the Institute and Government‘s advisory (due to the on-going Covid-19 scenario) on residential components and the same will be communicated in due course and well in advance to facilitate travel arrangements. Attendance to On-Campus Component is mandatory for all participants of this course.

Marketing Professionals

Marketing professionals looking to enrich their learning on contemporary techniques and their integration with traditional marketing

Marketing Managers

Seeking to gain structured, practical and relevant knowledge of contemporary marketing practices

Sales Professionals

Those who are looking for formal education in both traditional and contemporary marketing practices

Working Executives

Those who aspire to embark on a career in marketing

Who Should Attend

Eligibility

Education

• For Indian Participants – Graduates (10+2+3) from a recognized university (UGC/AICTE/DEC/AIU State Government) in any discipline with minimum 50% marks

• Proficiency in English, spoken & written, is mandatory

Selection Criteria

Pre-requisites

Work Experience

• Working professionals with a minimum of 5 years of work experience

Clearing the Entry Assessment

Completed application form

Satisfaction of the pre-defined qualification

and work experience criteria

SubstantiatingDocuments

• Enrolment in this course is dependent upon participants clearing an online self-assessment test

• The application fee to take the assessment test would be Rs. 1500 + GST / USD 25 which will be non-refundable. If and only if the applicant clears the assessment, he/she will be able to enrol for the course

Faculty

Currently he is Professor, Marketing at IIM Lucknow, where he has taught for fifteen years, after working at MDI Gurgaon for nearly a decade. He also worked as the Head of Research and Head Analytics at CMCR, at the thinktank National Council for Applied Economic Research, involved with the landmark half million household Living in India Survey in 2011-12 involving clients like McKinsey, ICICI, Nokia etc. Corporate stints include roles such as Group Head of Research and Planning at NCLS, a loyalty services firm, and Times of India Group. His consulting, research and training experience includes assignments for clients like NORAD, FICCI, NAFED, DAI-GIZ, and companies across the software, training, auto, telecom, banking, cement, insurance and electronics industries. He serves on the board of governance and board of studies in several leading institutions (such as AIMA) and has published in journals like MIP, JCM, Media Psychology and ACR; in leading conferences (AMA, IMP, CMEE etc.)

Prof. Amit Mookerjee Professor

Anita Goyal is Associate Professor in the area of Marketing Management at Indian Institute of Management (IIM), Lucknow, India. She has guest edited an issue of Journal ‘Vision’, an issue of ‘Journal of Indian Business Review’ (JIBR) with Emerald; and a book on Services Marketing with IGI Global, USA. She has taught courses at EDHEC Lille, France and KUSOM, Kathmandu, Nepal. She has publications in national and international journals and has presented her research work in various national and international conferences. Her teaching and research interest areas include Principles of Marketing, Services Marketing, Product and Brand Management, Consumer Behaviour, and Strategic Marketing.

Prof. Anita GoyalAssociate Professor

The primary method of instruction will be through LIVE lectures that will be beamed online via Internet to student desktops/laptops or classrooms. The pedagogy will comprise of theoretical lectures, case discussions, leadership seminars and group-based problem solving imparted by IIML’s faculty. All enrolled students will also be provided access to the Talentedge’s Cloud Campus – SLIQ, through which students may access other learning aids, reference materials and assessments, case studies, projects and assignments as appropriate. Throughout the duration of the program, students will have the flexibility to reach out to the professors, real time during the class or offline via Talentedge’s Cloud Campus – SLIQ, to raise questions and clear their doubts.

Pedagogy

Post the payment of all due fees and upon satisfying the requisite attendance criteria of 75% & clearing the evaluation criteria with a Cumulative Overall Percentage of Marks (COPM) of 50% or more, participants will be awarded a certificate of completion issued by IIM Lucknow. Participants who are unable to clear the evaluation criteria but have the requisite attendance, will be awarded a certificate of participation by IIM Lucknow.

Assessment & Certification

Program Commencement: 04 April 2021

Schedule of Classes: Wednesdays from 07.30 p.m. to 09.00 p.m. IST (1.5 Hrs) and Sundays from 10.30 a.m. to 01.45 p.m. IST (3 Hrs)

Duration: 7 Months

For Indian Participants: INR 1,85,000 + GST

For International Participants: USD 3900

(Instalment options available)

Visit: www.talentedge.com

Write in to: enquiry.dtd@talentedge.in

Call at: +91 - 9582086600

Program Details

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