Senior Professionals and Executives are often tasked with leading and driving the strategic direction of their organizations. To do so effectively, a holistic understanding of the interconnectedness between sales and marketing functions is imperative. Marketing, as we know, establishes a strong bond between the customer and the product. It creates a foundation upon which sales can effectively translate the product message, ensuring that customers not only understand but also appreciate the value being offered.
The Executive Programme in Sales & Marketing (Batch 04) from IIM Lucknow is tailor-made for Senior Professionals and Executives who are keen on deepening their expertise in these domains. This comprehensive course combines contemporary knowledge with crucial skills, tools, and techniques essential for steering the sales and marketing wings of any organization. By merging theoretical principles with their real-world applications, the program ensures that participants are well-equipped to address the practical challenges that come their way.
For a Senior Professional or Executive, this course is not just an academic pursuit. It's an investment in sharpening one's capabilities, enabling them to drive higher revenue, foster deeper customer relationships, and set the strategic direction for their teams. By completing this program, you will be armed with the knowledge and skills to make informed decisions, elevate your leadership style, and contribute even more significantly to your organization's growth and success.
Contextually designed 10-month programme for mid-level and senior management
3-day campus immersion module
Peer-learning and networking opportunities
Leadership and soft skills workshop
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:
2. Understanding your Consumers
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 help marketers undergo meaningful exercises in decision-making in a variety of real-life marketing situations through an in-depth understanding of:
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:
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:
2. Channel Design and Distribution Management
To provide participants with an understanding of the important role that the distributors and distribution activities play in organisational success. It seeks to highlight the major decision areas to develop a robust distribution network and provide analytical frameworks and approaches that will facilitate decision making.
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.
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:
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.
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.
4. Workshop
*Courses are subject to change.
Participants who successfully meet the evaluation criteria COPM (Cumulative Overall Percentage of Marks) 50% and above, and satisfy the requisite attendance criteria (75% & above), will be awarded a ‘Certificate of Completion’.
If student does not fulfill any of the above criteria, then he/she will be given ‘Certificate of Participation’ from IIM Lucknow.
‘No Certificate’ if attendance is less than 40%.
Disclaimer: *The certificate shown above is for illustration purposes only and may not be an exact prototype of the actual certificate. ** IIM Lucknow reserves the right to change the certificate and specifications at any time without notice.
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*Internships and Trainee Experiences will not be considered as full-time work experience.
Dr. Rajesh Aithal has been with IIM Lucknow's Marketing Area from 2006 onwards, and currently a professor. A fellow from Institute of Rural Management Anand (IRMA), he teaches courses like Sales & Distribution and BOP & Rural Markets. His areas of research interest lie in anything which has to do with rural, be it rural distribution, rural tourism, and small and micro-retailers. Some of his research work has been published in journals like.
International Journal of Retail & Distribution and Asian Case Research journal in the recent past.
Prof. Devashish Das Gupta is a professor of Marketing at IIM Lucknow. He has been with the institute since 2004. His total experience of industry and academia spans around three decades. He was earlier with Grasim Industries Limited, Textiles Division, wherein he executed assignments in Product Management and Retail Strategy. Here he worked on developing the retail network, especially the exclusive showrooms. He also worked on developing innovative products within a traditional portfolio for the first time in India. He is involved in Broad Spectrum Problem solving for organisations including Business Horizon Analysis, Integration of HR policies with Business Objectives, Marketing Strategy formulation and Marketing communication strategy.
He has undergone training at Cornell University on Policy Analysis & Programme Evaluation as well as Harvard Business School on Participant Centred Learning. Presently he is trying to help the government by advising policy interventions in controlling rural migration through Agri start-ups, transforming villages through the Model Gaon project, Tourism promotion, revamping various departments through organisational restructuring, and promoting handicrafts through innovative product strategy.
The selection will be based on the candidate’s profile evaluation, subject to meeting eligibility criteria.
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