Programme Directors

Professor Suren Sista

Marketing

Professor Ramendra Singh

Marketing

Who Should Attend

Programme is targeted at middle to senior level executives in sales and marketing function from both product and service marketing organizations. The pedagogy will primarily be participant centric (case-based) with special emphasis on experiential learning. Participants looking for cutting-edge knowledge on both strategic and tactical issues in sales and marketing of products and services (including consumer and institutional markets) may apply for the programme.

Working professionals with a minimum of five years of work-experience and who are interested in pursuing a career in the area of sales and marketing will find the course interesting and stimulating. Specifically, executives working in sales/marketing/operations/customer relations/marketing analytics will find the course useful to increase their productivity and growth.

Eligibility

EDUCATIONAL QUALIFICATION

• Graduation (10+2+3/10+2+4/10+2+2 /11+1+3) from a recognized university (UGC/AICTE/DEC/AIU)
• Candidates should have 50% or higher in graduation to be eligible. Marks for all (3 or 4) years to be included for calculating graduation percentage.
• Those candidates who have less than 50% marks in graduation but have more than 50% marks in Post- Graduation (from a recognized university) are also eligible for the program.

WORK EXPERIENCE

• Candidates should be working at the time of filling up the application form
• Candidates should have a minimum of five (05) years of full-time paid experience at the time of application. This should be after the graduation degree /qualifying degree is complete.

Programme Duration and Delivery

The programme will be delivered through online platform once in a week (Saturday 9.00 am -12.00 pm).
Campus –2 campus visits of 8 days (one visit of 3 days & one visit of 5 days).
In case the campus modules cannot be conducted the equivalent hours will be conducted online.

Pedagogy

Programme Content

Programme Content: 

Why Consumers Buy?

• Building Blocks of Marketing
• STP
• Consumer Behavior
• Porter’s five force Analysis
• Marketing Mix design
• Problem Recognition and Information Search
• Understanding Decision-making and Post-purchase Evaluation
• Learning, Motivation, Attitudes
• Understanding Influence - Individual, Societal, Cultural, etc.
• B2B Marketing Decision-making Process Identifying and Managing Key Accounts

Understanding Markets

• Research Framework and Research Problem
• Designing a market research plan
• Methods and tools of data analysis
• Qualitative Research Methods Quantitative Research Methods

Financial Acumen for Marketing

• Understanding Cash Flows
• Understanding and Managing Outstanding Cycle
• Understanding Costs - Direct, Indirect, Variable
• NPV & IRR
• Understanding how firms make financial decisions Understanding how to read and understand financial statements

Managing Teams

• Understanding Teams
• Motivating Teams
• Developing Productive and Happy Teams Goal Setting, Performance Appraisal, Counselling

Workshop on Negotiation skills for Sales & Marketing

• Understanding principles of negotiation in sales and marketing
• Principled Negotiations
• Single and Multi-issue Negotiations Various Approaches in Negotiation

Managing Products, Services and Brands

• Product Management
• Managing Product Lines
  • Understanding Product Life Cycle Management
  • Managing New Products and Services
  • Managing service quality
  • Understanding Service Profit Chain
  • Brands and Branding
  • Brand Positioning
  • Understanding Consumer Based Brand Equity Brand Extensions

Managing Sales, Channels, Retail

• What is selling
• Sales Force Management
• Motivating and Rewarding the Salesforce Performance
• Managing Sales Territories
• Managing Retailing and Distribution
• Online retailing and E-commerce Digital Platforms

Integrated Marketing Communications

• Basics of Marketing Communications
• Communication Models
• Understanding Media
• Media Planning
• Digital Marketing
  • Social Media Marketing SEO, SEM, and other digital marketing tool

Contemporary Issues in Marketing

• Marketing Analytics
• Application of AI/ML in Marketing Analytics Emerging Issues in Marketing

Formulating & Designing Marketing Strategy 

• Marketing Planning
• Developing and Implementing Marketing Strategy
• Positioning Strategy
  • Pricing Strategy
  • New Product Strategy

Programme Sample Certificate

Alumni Status

• LDP participants who complete the programme successfully become the Alumni of IIMC Executive Education, which currently has over 30,000 members.
• LDP Alumni are given an email-id in the IIM Calcutta domain.
• LDP Alumni can register in the IIM Calcutta Alumni portal either with this email-id or with their personal email-ids. The IIM Calcutta Alumni portal is a common platform for Alumni of all programmes of the Institute to interact with each other and stay connected with the Institute.
• The Institute shares newsletters, important news and articles about the Institute and its activities, the achievements of the Institute's faculty, staff, students and alumni, upcoming events and programmes etc., on the portal.
• Alumni can post their achievements, write about jobs or LIVE project opportunities for other alumni to see.
• The IIM Calcutta alumni network can also be accessed on mobile phones through the mobile app.
• Executive Education Alumni are entitled to a discount of 5% on the programme fee if they opt to do another LDP.
• By using the different features of the IIM Calcutta portal, alumni across programmes can engage with each other in many meaningful ways. It is up to the alumni themselves to leverage the platform

How to Apply

For further details and for downloading the application forms please visit :TBA
https://timestsw.secure.force.com/applyProgram/?programId=a065j00000EHNGAAA5

Contact Details:

Phone No.: (91) (33) 7121 6000 / 2453 7071;
Email: mgrldp@iimcal.ac.in