Brand Sales & Marketing , Strategy & Leadership
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Duration: 7 months (132 hours)
Sundays from 09.30 a.m. to 01.45 p.m.
23 Apr, 2023
Start Date
Batch 4
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
Read LessIrrespective 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
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On Campus – 3 Days to be scheduled toward start and 2 days scheduled towards end based on GOI advisory & institutes policy on residential training (due to COVID)
Two additional workshops will be conducted during the second campus visit:
Workshop 1: Marketing Leadership
Workshop 2: Soft skills workshop
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
Work Experience
Total campus visit for 5 days towards commencement and culmination of the program 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 ongoing 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.
Two additional workshops will be conducted during the second campus visit:
Workshop 1: Marketing Leadership
Workshop 2: Soft skills workshop
Total campus visit for 5 days towards commencement and culmination of the program 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 ongoing 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.
Two additional workshops will be conducted during the second campus visit:
Workshop 1: Marketing Leadership
Workshop 2: Soft skills workshop
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.
No cost EMI Plans available. Talk to our counsellor for further details.
To learn more about financing your course, visit the course Financial Resources Hub
The Course fee is payable in instalments as per the instalment schedule provided. In the event of late payment of Instalment 1 or any other subsequent Instalments, a Late Fee is leviable as follows.
A late fee of INR 1000 + GST will be payable by the participant, if the instalment is paid within 7 days after the due date. A late fee of INR 2500 + GST will be payable by the participant, if the instalment is paid between 8 to 14 days from the due date.
If the Fee Instalment is not received within 14 days from the due date, then the participant shall be considered a dropout and a Rejoining Fee of INR 5,000 + GST will be charged if the participant wishes to continue with and complete the programme and rejoining can be accommodated as per the programme guidelines.
No cost EMI Plans available. Talk to our counsellor for further details.
Refund Policy
Deferral Policy: (Pre-Program Commencement)
Deferral Policy: (Post Program Commencement)
All cases of deferral require explicit approval from the institution and will be accepted only if the institution agrees. In the event of non-agreement, we will follow the refund policy above.
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:
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.
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