Executive Program In Marketing Strategy

Brand Sales & Marketing , Strategy & Leadership

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  • 16-24 LPA

    Average salary in this domain

  • 5000+

    Jobs open every year in this domain

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About this course

Irrespective of any era, kind of industry and vertical, the backbone of any business has been its marketing function. Over a period of time the nature of marketing has changed primarily due to highly connected world (internet), digitization (due to smart devices) and changing aspiration of people (demographics). Today, the person or organization is compelled to respond to the market requirements almost on daily or hourly basis and hence a different level of preparation is needed from the marketing functions of an organization. The traditional marketing function needs to be augmented to help create a complete marketing function ready to take on any business challenge.

To address above challenges IIML has designed this course which has following pillars and due to this coverage, this becomes both a comprehensive and contemporary program in marketing management.

1.      Understanding the Fundamentals of Marketing

2.      Understanding paradigms of Purchase behaviour and decision making

3.      Understanding how Sales and Distribution forms the core of Marketing Strategy

4.      Understanding the Integration of Contemporary and Digital Marketing strategies

5.      Understanding how IMC strategy can be used to achieve strategic branding

6.      Understanding Marketing Strategy in Business as well as Service Markets

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Irrespective of any era, kind of industry and vertical, the backbone of any business has been its marketing function. Over a period of time the nature of marketing has changed primarily due to highly connected world (internet), digitization (due to smart devices) and changing aspiration of people (demographics). Today, the person or organization is compelled to respond to th... Read More

Get a deeper understanding of

  • Marketing ecosystem
  • Marketing in Digital Business era
  • Segmenting, Targeting & Positioning
  • Consumer Behaviour
  • B2B marketing
  • Brand Management
  • Advertising/PR/Sales Promotion
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Key skills you’ll learn

  • Marketing skills
  • Communication
  • Decision-making
  • Brand Management
  • Public Relation
  • Customer Relationship
  • Social Media marketing
  • Integrated Marketing Communication & Strategy

Benefits for All Students

Participants, during the 3 day On-campus module, will have the opportunity to experience the high-intensity, face-to-face classroom interactions at IIM Lucknow

Upon successful completion of the course, participants will get certificate of completion from IIM Lucknow

Eminent faculty from IIM Lucknow offers in-depth and practical understanding of marketing strategies

Get a rounded exposure to multiple aspects of an effective marketing strategy and understand its applicability to real life business scenarios

As a part of this program, participants will be able to work on a Capstone project on marketing strategy

Participants successfully completing the program and registering with IIM L, by paying a one-time alumni fee will receive an MDP Executive Alumni status from IIM Lucknow

Participants, during the 3 day On-campus module, will have the opportunity to experience the high-intensity, face-to-face classroom interactions at IIM Lucknow

Upon successful completion of the course, participants will get certificate of completion from IIM Lucknow

Eminent faculty from IIM Lucknow offers in-depth and practical understanding of marketing strategies

Get a rounded exposure to multiple aspects of an effective marketing strategy and understand its applicability to real life business scenarios

As a part of this program, participants will be able to work on a Capstone project on marketing strategy

Participants successfully completing the program and registering with IIM L, by paying a one-time alumni fee will receive an MDP Executive Alumni status from IIM Lucknow

Are You Eligible?

Are You Eligible

Education

  • For Indian Participants – Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a recognized university (UGC/AICTE/DEC/AIU/State Government) in any discipline with minimum 50% marks
  • For International Participants – Graduation or equivalent degree from any recognized University or Institution in their respective country
  • Proficiency in English, spoken & written is mandatory

Pre-Requisites

  •  Enrolment in this course is dependent upon participants clearing an online self-assessment test
  • The application fee to take the assessment test would be Rs.1500 + GST / USD 25 which will be non-refundable. If and only if the applicant clears the assessment, he/she will be able to enrol for the course

Work Experience

  • Working professionals with a minimum of 5 years of work experience
  • Note: For program aspirants with more than 20 years of work experience, selection will be on a case-to-case basis

Selection Criteria

  • Completed application form
  • Satisfaction of the pre-defined qualification and work experience criteria
  • Substantiating Documents
  • Clearing the Entry Assessment

Syllabus at a Glance

This program includes 3 days of on-campus intervention which will take place at IIM Lucknow. The on-campus module will be scheduled later during the course of the program as per the Institute and Government's advisory (due to the on-going Covid-19 scenario) on residential components and the same will be communicated in due course and well in advance to facilitate travel arrangements. Attendance to On Campus Component is mandatory for all participants of this course.

This program includes 3 days of on-campus intervention which will take place at IIM Lucknow. The on-campus module will be scheduled later during the course of the program as per the Institute and Government's advisory (due to the on-going Covid-19 scenario) on residential components and the same will be communicated in due course and well in advance to facilitate travel arrangements. Attendance to On Campus Component is mandatory for all participants of this course.

Learn from the Best Faculty

About The Institute

IIM Lucknow

Established in 1984, The Indian Institute of Management, Lucknow is 4th in the prestigious IIM family of management schools in India. The establishment of IIMs was envisioned and initiated by the first Prime Minister of India – Pandit Jawaharlal Nehru. It offers courses accredited to AMBA, AACSB & NIRF.

The mission of IIM Lucknow is to improve management systems with regard to business, industry and public services through pursuit of excellence in management education, research, consultancy and training. It aims to be a preeminent centre of excellence, generating and imparting knowledge in management and providing socially conscious and globally relevant thought leadership.

IIML moulds its students into value driven leaders, managers and global players. It nurtures value based young leaders who are capable of driving social and economic transformations towards an ethical, just and sustainable society. It encourages and develops individuals having entrepreneurial spirit and actions capable of solving societal problems through innovative and sustainable business models.

The faculty of IIML are teachers in the true sense of the word – people who impart knowledge that is kept continually updated. The institute undertakes a diverse range of academic activities aimed at creation, dissemination and application of management knowledge and practice. It is an ideal setup conducive to learning, accessibility and excellence.

Fee Structure for

An additional charge of INR 4500 + GST is payable towards lodging and boarding charges at IIM Lucknow for the 3 days On-Campus immersion session.

Application Fee
INR 1500 + GST Due by: 19, Dec, 2021
Application Fee
USD 25 Due by: 19 Dec, 2021

Instalment Schedule

Instalment 1
INR 45000 + GST Due by: 19 Dec, 2021
Instalment 1
USD 950 Due by: 19, Dec, 2021
Instalment 2
INR 45000 + GST Due by: 19 Dec, 2021
Instalment 2
USD 950 Due by: 19, Dec, 2021
Instalment 3
INR 50000 + GST Due by: 10 Mar, 2022
Instalment 3
USD 1050 Due by: 10, Mar, 2022
Instalment 4
INR 49000 + GST Due by: 10 Jun, 2022
Instalment 4
USD 950 Due by: 10, Jun, 2022
OR
Pay for Total Amount
INR 189000 + GST Due by: 19, Dec, 2021
Pay for Total Amount
USD 4000 Due by: 19, Dec, 2021

Financial Aid

To learn more about financing your course, visit the course Financial Resources Hub

Why Should You Join a Program Offered Through Talentedge?

  • 95% Completion Rate
  • 92% Satisfaction score
  • 78% Referability
  • Live & Interactive Digital Learning
  • Convenient Schedules to Suit Working Professionals
  • Benefit from Talentedge’s Alumni Network
  • Practical/Hands-On Experiential Learning
  • Dedicated Student Support
  • Options for Loan Assistance

Program Starts Soon

FAQs

What is the duration and the class schedule like of this course?

IIM Lucknow’s Executive Program in Marketing Strategy is 7-months long and sessions are conducted on Wednesdays and Sundays from 07.30 p.m. to 09.00 p.m. IST (1.5 Hrs) and 10.30 a.m. to 01.45 p.m. IST (3 Hrs) 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.

What is a marketing strategy?

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 reaches 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.

How effective is this course for marketing professionals?

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.

4. How many years of experience is required for enrolling into this course?

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.

Will I get any Certificate after completing the course?

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.

Does this course cover all aspects of marketing?

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.

How will I qualify for the Alumni Status? What are the benefits of the Alumni Status?

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.

Is campus visit a part of this program? Do I have to pay extra for a campus visit?

All the candidates who have enrolled for the Executive Program in Marketing Strategy will get a 3 day On-campus module. They are required to pay an additional amount of INR 4500 + GST for lodging and boarding at IIM Lucknow. This On-Campus module will provide the participants with the opportunity to interact with the faculty, experience the high-intensity, face-to-face classroom interactions, and network with the peers to create a life-long bond.

What is a capstone project?

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.

What are the evaluation criteria? What will I get, if I fail to fulfil the evaluation criteria?

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.

Is the course relevant to the current marketing environment?

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.

Who will be the faculty for this course?

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 Devashish 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 Rajesh 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.

What will be the teaching method in this program?

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.

The sidelines are not where you want to live your life.

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EXECUTIVE PROGRAM IN MARKETING STRATEGY COURSE FROM IIM LUCKNOW

Marketing refers to the activities a company performs to promote the buying and selling of a product or service. It is what you say and how you say about your product to get people interested in it. Online marketing is done through social media ads, brochures, articles, blogs, press releases, etc. The ultimate goal of marketing is to drive sales and growth by making people aware about the product or service and catch their attention.
 

What is a Marketing Strategy?

Every company needs a well-planned and effective strategy to get the edge over its competitors by understanding the needs and wants of customers. It is a blueprint that each department of an organisation follows to achieve common business objectives.

Marketing strategy refers to formulating a detailed and long-term plan for achieving marketing objectives. It includes everything from how a company positions itself, to the creative, strategic partners, media relations, marketing mix, and channels and other tactics.
 

Creating an outstanding marketing strategy

Clear Business objectives- It is highly important to set goals and objectives to get a clear picture of what we actually want to achieve. Without setting short-term and long-term goals we will only be a distracted bird. When it comes to achieving business objectives, write your goals in SMART (Specific, Measurable, Attainable, Realistic, and Time-bound) format. Marketing goals should always be aligned with the overall business goals. If your business aims at achieving a particular level of revenue then your marketing goal should be to increase website traffic.

SWOT analysis- Use SWOT technique to understand where you currently are. 

This technique will help you in understanding your:

STRENGTH: What advantages does your company have that benefits the customers?

WEAKNESS: What do you need to improve?

OPPORTUNITIES: What changes can help you grow?

THREATS: What are the threats and obstacles to your company’s growth?

Target audience- Once you have a better understanding of your company’s goals and situation, the next important step is to understand those who you’re trying to appeal to. At this stage, create a buyer persona that includes demographic information such as age, gender, and income. It also encompasses their pain points. What problems are they facing that your product or service can fix?

Analyse your tactics- Write down your goals again based on your target audience and current situation. Then figure out what tactics need to be used to achieve those goals. For instance, if your goal is to generate website traffic in three months then your tactics would be creating effective content for your website. While analysing tactics, you have to keep your budget in mind.

Set a budget- When you are figuring out the tactics, make sure you have set a budget. For instance, if your tactic is to create highly effective content for your website, you need to hire more skilled writers. So, it is important to analyse a specific budget before implementing any idea.
 

Benefits of pursuing a Marketing Strategy Course from IIM Lucknow

Marketing is a diverse field with a plethora of growth opportunities. Professionals in this domain are well aware of the increase in competition and the hunt for higher-level roles. Those who never stop learning and gaining new skills are more likely to reach positions that demand higher remuneration. So, it's high time to take up a course that turns the table for you and helps you reach your goal. Here are few benefits of pursuing a marketing strategy course from IIM Lucknow:

Skill enhancement: As mentioned earlier, people who never stop upskilling themselves have more advantages over those who put a break on their learnings. It is crucial for everyone, be it a fresher or a professional to look for ways to develop new skills and competencies. Upgrading yourself helps you move up the hierarchical ladder. Some of the in-demand skills you will gain during this course are customer relationships, brand management, integrated marketing communication, market research, strategy making, etc. 

To keep ahead of the competition: Marketing is a rapidly evolving field. Top companies need skilled professionals who are updated with the current trends in the domain. To stay ahead of your competitors, you need to adapt and change with the growing needs of businesses. You can do it by having specific marketing certifications that make you stay ahead of your competitors. IIM Lucknow’s Executive Program in Marketing Strategy provides you with a deeper understanding of new age marketing that is now being adapted by every business today. 

Learn aspects of marketing strategy: The average remuneration of a marketing strategist in India is 7 LPA. But this role requires you to be fully aware of all the aspects of marketing today. From consumer behaviour to social media marketing, a marketing strategist is required to have a strong hold on everything. IIM Lucknow’s Executive Program in Marketing Strategy gives a practical exposure to multiple aspects of effective marketing strategy and its implementation in business. 

Certification from a prestigious business school: Last but not the least, after completing this course you will be honoured to receive a completion certificate from the leading management institute which is recognised as the "Institution of Excellence" by India's Ministry of Human Resource Development. 
 

Top highest paying marketing jobs

Marketing is a backbone of the corporate sector with companies investing huge proportions of their budget to marketing strategies and market research. There are various high paying jobs in marketing which convince many people to take courses that train them for this domain and help them gain the desired skills. 

Let’s take a look at some of the high paying jobs in marketing in India

Digital Marketing Managers

It is one of the most high-paying jobs in India. In this digitally dominated world, Digital Marketing Managers are in high demand. They are responsible for creating and implementing effective marketing strategies that can attract a broad audience towards a brand's product or service. The average salary of a digital marketing manager in India is Rs 547,262 Lakhs per annum. 

Content Marketing Manager

Content Marketing managers are responsible for managing the marketing content such as blogs, articles, videos, etc. They must possess superior writing and editing skills and be familiar with SEO or SMO to develop profitable marketing content. The professionals who can create content that helps people find solutions to their problems, and that can attract them towards a brand, are the most sought-after professionals. The average salary of a content marketing manager in India is Rs 615,726 Lakhs per annum. 

Social Media Marketing Manager

Social media is the most powerful tool used by every business today to reach its target audience. With the ease of internet access, the number of social media users has increased tremendously. The role requires a social media marketing manager to create creative and attractive content that catches users’ attention and forces them to stop scrolling further and visit the website to know more about the product or service. The professionals in this field earn typically less than digital or content professionals but the demand for them is  sky- rocketing. The average salary of a social media marketing manager in India is Rs 306,100 Lakhs per annum. 

Product Marketing Manager

Product marketing managers are responsible for developing effective marketing strategies and plan to communicate the various attributes of a product to a market. For a product marketing manager, communication is the key skill as it requires him or her to know the correct way to convince consumers to purchase the product. This is considered as one of the highest paying jobs in marketing in India with a salary range of 8 lakhs to 14 lakhs per annum. The average salary of a product marketing manager in India is Rs 1,124,592 Lakhs per annum.
 

How to become a successful Marketing Strategist? 

As the name implies, a marketing strategist is responsible for conducting research about a company’s target audience and market trends with an intention to create and implement effective marketing strategies. These professionals help businesses achieve their fundamental goals of increasing sales and growing their customer base. Their job involves developing promotional materials such as social media ads, billboards, and commercials to help increase the company’s brand awareness. Furthermore, a marketing strategist has a creative mind to develop social media campaigns that generate web traffic and develop a solid, long-term web presence.
    

Best skills every marketing strategist must foster

Marketing is an evolving industry. As a marketer, you will witness a continuous change in the marketing trends and strategies. However, despite the emergence of new trends and strategies, some crucial skills remain important if you want to succeed as a marketing strategist in this domain.

Let’s look at some of the top essential skills that will make you a successful marketing strategist: 

Exceptional Communication: Communication skills are the most important life skills that everyone must possess. The ability to communicate information effectively is vital for a successful career. Effective communication is the key to succeed in marketing. A brand’s success depends on how effectively the message is delivered to the target audience. Moreover, good communication skills enable marketing professionals to maintain a long-term relationship with clients, stakeholders, and consumers.

Research skills: Research skills help marketing professionals identify the needs of the customers, market trends, and competitors. This is the ability to find solutions to the problems, develop new products or services based, create strategies for the future. These skills allow professionals to analyse the preferences of the consumer and help businesses decide how to shape, advertise, and market their products and services.

Critical thinking: Critical thinking is highly important in marketing because it helps professionals identify opportunities and solve problems creatively. To get the attention of the target audience creative ideas are needed to create exceptional campaigns and promotional strategies and for this critical thinking is essential. To promote a new product or service, critical thinking is required to develop creative strategies and messages to make people aware about it.  

Storytelling: It is the act of using narrative to connect a brand to customers. It is about telling a brand story in the right way to the right audience with an aim to make the audience feel something about the brand’s product or service that inspires them to take action. Storytelling is one of the most powerful tools to breathe life into a brand. Any medium can be used to narrate a story, including billboards, blogs, social media posts, films, videos, images, etc.  A skilled marketing professional knows which story to tell on which medium.

A marketing strategist must possess these skills to surpass the competition and excel at the job. There are many online courses in marketing that help individuals develop these must-have skills to become a successful marketing strategist. If you are a working professional, you can enrol for an Executive Program in Marketing Strategy from IIM Lucknow, and learn at your own pace. At Talentedge, we aim to help you move ahead in your career with programs from top institutes and learn from industry experts and get hands-on experience in Marketing Strategy. 

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