advanced program for marketing professionals batch 03€¦ · personal selling strategies:...

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Advanced Program for Marketing Professionals

Batch 03

IIM Calcutta

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Contents

• Broad Contours

• Who Should Attend

• Unique Features of Program

• Program Modules

• Detailed Module-wise Contents

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Broad Contours

Program Directors :Prof. Prashant Mishra

Duration : One Year

Eligibility* : Graduation (10+2+3/ 10+2+4/10+2+2 /11+1+3) from a recognized university (UGC/AICTE/DEC/AIU) with 50% marks (Aggregate) and 5 years of Experience.

Schedule : Sunday 6:30 PM – 9:30 PM

Program Fees : Rs. 1,45,000/- + 10.3% Service Tax[This does not include campus visit expenses]

*Detailed Eligibility Criteria •Candidates with minimum three years Diploma after class XIIth from recognized institutions like AICTE etc/state govt. bodies are also eligible for the program. •Applicants with less than 50% marks in graduation but having more than 50% marks in Post Graduation ( from a recognized university) are eligible for the program from IIM Calcutta



Who should attend?

• Mid to Senior level managers in marketing & sales

• Participants looking for cutting edge knowledge on both strategic and tactical issues in sales and marketing

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



Conference Call /Information Session

• What is Information Session? – It is a telephonic conference call arranged for

interested participants, to address their specific queries regarding the program

• 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 –




Unique Features

Unique Program

• Only Advanced Program available for Marketing & Sales Professionals in India. Already taught more than 160 sales & marketing professionals.

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 Courses 1. Marketing Management 2. Consumer Behavior 3. Quantitative Methods for Marketing Decisions 4. Financial Acumen for Sales and Marketing Advanced Courses 1. Sales and Distribution Management 2. Customer Relationship Management 3. Strategic Brand Management 4. Strategic Aspects of Marketing 5. B2B Marketing 6. Organizational and People Issues in Marketing 7. Services Marketing



DETAILED MODULE-WISE CONTENTS


Marketing Management

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 aware about the distinctiveness of Indian markets vis a vis others, its complexities and implications.

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 Plan 1. Understanding Individual and Organisation - Consumer Behaviour

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

3. Best Practice Case Studies

Consumer Behavior

Learning Outcome The 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 Plan 1. Marketing Research and Analytics for Decision Making

2. Qualitative Tools and their utility

3. Select Quantitative Tools and Their utility

Quantitative Methods for Marketing Decisions

Learning Outcome To 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 Plan 1. Understanding Financial Reporting

2. Break Even, Contribution, profitability etc

3. Understanding Cost for Decision Making

4. Financial Performance Measures

Financial Acumen for Sales and Marketing

Learning Outcome The 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 Plan 1. Designing and Developing Distribution Channels 2. Issues in Managing and Motivating Distribution Channels 3. Managing Channel Conflict and performance 4. Organized Retailing In India: Emerging Issues 5. Selling through Modern Retail Formats: Challenges and prospects 6. Personal Selling Strategies: Transaction Vs Relationship 7. Issues in Direct Marketing

Sales & Distribution Management

Learning Outcome This 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 Plan 1. Relationship Marketing Fundamentals

2. CRM: Tools and techniques

3. Challenges and some best practice cases

Customer Relationship Management

Learning Outcome This 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 Plan 1. 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

Strategic Brand Management

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



Session Wise Plan 1. Formulating Marketing Strategy: Issues and Challenges for Creating and

Delivering Customer Value 2. Designing Market Driven Strategies: Strategic Relationships; Planning New

Products 3. Designing Market Driven Strategies: Entering a Market 4. Strategies for Growing Markets 5. Strategies for Mature and Declining Markets

Strategic Aspects of Marketing

Learning Outcome This 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 various modules in the program.



Session Wise Plan 1. 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

B2B Marketing

Learning Outcome To 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 Plan 1. 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

Organizational and People issues in Marketing

Learning Outcome The 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 Plan 1. Service Marketing Fundamentals

2. Marketing mix decisions in service environment

3. Complaint handling, Service Recovery and Customer Relationships

Services Marketing

Learning Outcome To appraise participant about challenges faced by the service marketers and possible strategies to cope with them.



The last batch had a diverse profile

• Professionals with 5 to 20+ years of experience

• Professionals from various sectors – Telecom, IT, Pharma, Food & Beverages, BFSI, etc..

• Sample Designations of Participants

– Zonal Brand Manager – Future Generali

– Sr. Partner – Max New York Life Insurance

– AVP, Marketing – Kotak Securites

– Asst. Manager – Dish TV

– Director – Group M Media Pvt. Ltd.

5 to 8 42%

8 to 12 32%

12 to 16

15%

16 to 20 6% 20+

5%

Work Experience Profile

Advertising / Media

9%

BFSI 18%

Education 3% IT

13%

Manufacturing 30%

Others 14%

Telecom 7%

Infrastructure 6%



What the alumni say 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 the alumni say 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 Mishra Associate Professor – IIM Calcutta [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 - NIIT IMPERIA


26 Classrooms across 21 Cities in India 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

CLASSROOM VIEW

NIIT IMPERIA - TECHNOLOGY EDGE

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To know more call 18002660304 or write to [email protected]. To register for free information session click here 28

REPLICATION OF LIVE CLASSROOM

SYNCHRONOUS LEARNING

Full features of face-to-face teaching

Raised-hand-seeking-teacher's-attention

Click here to play NIIT Imperia Video

Tabulation of responses

Quizzes randomly created by the teacher


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

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


For any Queries Or Doubts,

Call Us At 18002660304

or

Write to [email protected]

Please Click Here to register for Information Session

29


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