Indian Institute of Management Calcutta (IIMC)

Advanced Programme For Marketing Professionals

A comprehensive course designed to provide marketing professionals with the knowledge and skills required to succeed in the field. The course covers a wide range of topics, including marketing strategy, consumer behavior, marketing research, branding, and digital marketing.

Program Overview

The IIM Calcutta Advanced Programme for Marketing Professionals is a comprehensive course designed to equip marketing professionals with the necessary knowledge and skills to excel in the field. Covering topics such as marketing strategy, consumer behavior, marketing research, branding, and digital marketing, this program is ideal for individuals with a minimum of three years of marketing or related work experience. Upon successful completion of the course, participants will be awarded a certificate from IIMC, enhancing their career prospects in marketing and related fields. They will also have the opportunity to engage and network with fellow marketing professionals and industry experts through the course's interactive online platform. The program aims to empower marketing professionals with the expertise needed to thrive in the dynamic business landscape.

Course Content

  • Building Blocks of Marketing

  • STP

  • 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

  • Research Framework and Research Problem

  • Qualitative Research

  • Quantitative Research

  • Understanding Cash Flows

  • Understanding and Managing Outstanding Cycle

  • Understanding Costs - Direct, Indirect, Variable

  • NPV and IRR

  • Understanding Teams

  • Goal Setting, Performance Appraisal, Counselling.

  • Principled Negotiations

  • Single and Multi-issue Negotiations

  • Product Management

  • Managing Services

  • Brands and Branding

  • Managing the Salesforce

  • Sales Management

  • Managing Retailing and Distribution

  • Basics of Marketing Communications

  • Understanding Media

  • Digital Marketing

  • Social Media Marketing

  • Basics of Marketing Communications

  • Understanding Media

  • Digital Marketing

  • Social Media Marketing

  • Marketing Planning

  • Positioning Strategy

  • Pricing Strategy

  • New Product Strategy

Course Details

Mode of Study

Live Online

Class schedule

Saturdays: 9:00 a.m. – 12:00 p.m

Duration of the Program

12 Months

Who this program is for?

  • Middle to senior-level executives in sales and marketing function from both product and service marketing organisations

  • 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)

  • 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

  • Executives working in sales/marketing/operations/customer relations/marketing analytics will find the course useful to increase their productivity and growth

Eligibility Criteria

  • Candidates with a graduation (10+2+3/10+2+4/10+2+2/11+1+3) or post-graduation from a recognised university (UGC/AICTE/DEC/AIU) are eligible.

  • 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.

  • Candidates who have less than 50% marks in graduation but have more than 50% marks in post-graduation are also eligible for the programme.

  • Candidates should be working at the time of filling up the application form.

  • Candidates should have a minimum of FIVE years of full-time paid experience at the time of application, post completion of the qualifying degree.

  • *Internships and Training experience will not be considered as full-time work experience

Selection Criteria

  • Eligible candidates will be selected on the basis of assessment of educational and professional background and motivation based on the application form submitted.

  • Senior applicants with experience will be preferred.

Does this program comes with Alumni Status?

Yes

Alumni Benefits

Successful participants will also be accorded IIM Calcutta Executive Education Alumni status.

Important Dates

Application Deadline 21st May 2023
Program Start Date 17th Jun 2023

Fees Details

Application Processing Fees INR 15,000
Program Fees INR 3,90,000

Fees Notes

The Processing Fee of ₹15,000 includes ₹9,400 towards Registration Fee and ₹5,600 towards the Programme Fee. The Processing Fee will be refunded in case the applicant’s profile is rejected by IIM Calcutta, subject to a deduction of ₹2,500 by way of administrative charges. This is with reference to the refund of the Processing Fee. Please note that the Processing Fee shall not be refunded in the following circumstances: In case candidate rejects the offer issued by the Institute; and In case the application is rejected due to submission of incomplete documents and/or providing incomplete information and/or eligibility criteria not fulfilled.

Certificate Details

  • Participants who successfully meet the evaluation criteria and satisfy the requisite attendance criteria will be awarded a ‘Certificate of Completion’.

  • Participants who are unable to clear the evaluation criteria but have the requisite attendance will be awarded a ‘Certificate of Participation’.

Sample Certificate

Key points about this program.

  • Online course from one of India's top-ranked management institutes (IIMC).

  • Covers a wide range of topics in marketing.

  • Suitable for professionals with at least 5 years of work experience in marketing or related fields.

  • Networking opportunities with other marketing professionals and industry experts.

  • IIM Calcutta Executive Education Alumni status
Apply By: 21st May 2023
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About the Institute

The Indian Institute of Management Calcutta (IIMC) is a public business school located in Kolkata, West Bengal, India. It was the first IIM to be established in India and is consistently ranked as one of the top management institutes in the country and Asia. IIMC offers various postgraduate, doctoral, and executive education programs in management. The institute is known for its rigorous academic curriculum, case-based learning approach, and strong industry connections. It has a diverse student body and faculty, and a strong alumni network consisting of successful business leaders and entrepreneurs.

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