Executive Program In Marketing Strategy

IIM Lucknow’s Executive Program in Marketing Strategy is 7-months long and sessions are conducted on Wednesdays from 7.00 p.m. to 9.00 p.m. IST and Sundays from 10.30 a.m. to 12.30 p.m. respectively. These sessions are delivered by the eminent faculty of IIM Lucknow using theoretical lectures, case discussions, leadership seminars and group-based problem-solving. All the students can reach out to the professors through Talentedge’s Cloud Campus – SLIQ, to raise any query and clear their doubts.

Marketing strategy is formulating a detailed plan for achieving marketing objectives. It provides an organization an edge over its competitors and helps in developing goods and services with the best profit-making potential. Marketing is highly important for every organization as it communicates your value, vision, and products to others. It clearly explains, how will an organization reach its predetermined goals. The components of marketing strategy include various factors including, but not limited to, product benefits, communication, branding, the message, packaging, segmentation, target audience, promotional tactics, marketing channels to use and so on. Look at some of the benefits of marketing strategy:

• Setting up goals is the first step towards success. Marketing strategies help you set the necessary guidelines to accomplish both short and long-term goals.
• Having a new product or service is not enough. Companies need to have proper marketing strategies to connect with the right customers for the product or service.
• A marketing strategy helps you understand people’s pain points.

This Executive Program in Marketing Strategy from IIM Lucknow provides a structured, practical and relevant knowledge of marketing practices which will help marketing professionals develop effective strategies to achieve the goals and objectives of their organizations and get the edge over the competitors. Besides this, the extensive curriculum of this course provides the participants with a comprehensive understanding of marketing analytics which is crucial in today’s competitive environment in order to determine the ROI of marketing efforts. With a better understanding of marketing analytics, professionals can better understand big-picture marketing trends, determine which programs worked and why, thoroughly understand the ROI of each program, and forecast future results.

A minimum of 5 years of work experience is required to enrol in the Executive Program in Marketing Strategy from IIM Lucknow. If participants fulfil the minimum work-experience criteria, he or she has to clear an online self-assessment test. The application fee to take the assessment test would be Rs.1500 + GST for Indian participants and USD 25 for International participants which will be non-refundable. Also, for participants with more than 20 years of work experience, selection will be on a case-to-case basis.

Yes, after the successful completion of the Executive Program in Marketing Strategy from IIM Lucknow, students will receive a certificate of completion from IIM Lucknow. For successful completion of the course, students need to actively participate in all the sessions during the program and have a minimum of 75% attendance in all the sessions. Besides this, the students have to clear evaluation criteria which is based on a quiz, assignment, project, case studies, or other objective/subjective assessments. The evaluations are designed to ensure continuous student engagement and encourage learning.

This Executive Program in Marketing Strategy from IIM Lucknow gives a 360-degree exposure to multiple aspects of an effective marketing strategy. The extensive curriculum of the program covers areas such as marketing research, consumer behaviour, organizational marketing, integrated marketing communication, and segmenting, targeting and positioning. Also, this program also talks about marketing analytics which is crucial in today’s digital business era in order to determine the ROI of marketing efforts.

All the enrolled candidates who successfully complete the Executive Program in Marketing Strategy from IIM Lucknow will receive an MDP Executive Alumni status from IIM Lucknow by registering with IIM L, and paying a one-time alumni fee of Rs.10, 000 + GST. This Alumni status will benefit the candidates in numerous ways. These benefits include receipt of all programme brochures and newsletters from IIM Lucknow, lifelong access to a network of distinguished IIM Lucknow Executive Alumni, onsite access to the IIM Lucknow Campus Library, 10% group discount on the fee for reference of participants, 10% discount in fee for any additional open and online program.

Capstone projects are known by many names. Some of them are - capstone experience, culminating project, senior exhibition etc. A capstone project is a complex assignment that serves as a culminating academic and intellectual experience for students at the end of an academic program. Capstone projects are like college thesis and may take a wide variety of forms, but most are long-term investigative projects that culminate in a final product, presentation, or performance. Capstone projects are designed to encourage students to think critically, solve challenging problems, and develop skills such as oral communication, public speaking, research skills, media literacy, teamwork, planning, self-sufficiency, or goal setting—i.e., skills that will help prepare them for modern-day corporate responsibilities. While pursuing the Executive Program in Marketing Strategy from IIM Lucknow, participants will work on formulating effective marketing strategies and apply the knowledge gained during the course. The project may require you to work individually or in a group with your peers.

Candidates who have enrolled for IIM Lucknow’s Executive Program in Marketing Strategy will be evaluated based on their attendance to the live lectures-which should be a minimum of 75%, and their participation in the assignment/project, quizzes, case studies or other objective/subjective assessments. These criteria have been designed with an aim to ensure continuous student engagement so that they don’t miss out on anything and learn everything deeply and effectively. Candidates who successfully fulfil these evaluation criteria will be awarded a certificate of completion, and those who are unable to clear the evaluation criteria but have the requisite attendance will be awarded a certificate of participation. However, no certificate will be issued to the participants who have less than 40% attendance to live sessions.

The course content of the Executive Program in Marketing Strategy from IIM Lucknow has been designed to take the participants through the marketing ecosystem which covers areas such as consumer behaviour, product & brand, digital marketing, channel management and the other essential components of marketing as a function which are highly relevant in the current marketing environment. It also gives participants an in-depth understanding of marketing analytics which helps you understand the critical, new-age dimensions of marketing in the digital business era.

This Executive Program in Marketing Strategy is delivered by the experienced and eminent faculty of IIM Lucknow. They will use an interactive and practical method of teaching for a better learning experience for the students. - Devashish Das Gupta has been with IIM Lucknow for the last 17 years. His core area is Marketing Management wherein he focuses on Consumer Behaviour, Retail Management and Destination Marketing. Rajesh K Aithal has been with IIM Lucknow’s Marketing area from 2006 onwards. His areas of research interests lie in anything which has to do with rural, be it rural distribution, rural tourism, small and micro-retailers etc.

The experienced and eminent faculty from IIM Lucknow will deliver LIVE lectures that will be beamed online via the Internet to student desktops/laptops or classrooms. Knowledge will be imparted through case studies, live corporate examples and general discussions. Students can reach out to the professors and clear doubts in real-time during the class or offline via Talentedge’s Cloud Campus – SLIQ Platform.