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Program Highlights

Course Benefits to Participants

Certificate of Completion from IIM Kozhikode

Upon successful completion of the course, participants will be awarded a certificate of completion from IIM Kozhikode

Learn through Real-Life Examples/Case Studies

Pedagogy comprising real-life examples and case studies by experts across different industries that will allow you to relate to your actual work scenario

Directly Impact Organizational Growth

Acquire knowledge and skill sets to drive sales team contributions that make a direct impact on the organizational growth

2 day In-Campus immersion module

Experience the typical high-intensity classroom and soak-in the unique campus environment of one of the most iconic and sustainable management campuses in India

Peer Learning

Benefits from peer learning will enable you to address real challenges that you face on a day to day basis and form meaningful contacts for life

Qualify for Executive Alumni status from IIM Kozhikode

Participants successfully completing the program will qualify for Executive Alumni status from IIM Kozhikode

Duration 12

Months

Start - 12th Dec 21
Sundays from 02.30 p.m. to 05.45 p.m. IST

Facilitate seamless collaboration between the Sales & Marketing functions and deliver superior customer value!

Crafting a great product is just the first half of the story of running a successful business. Generating revenue is dependent upon making the potential customers aware of the product, its advantages and the reasons why it is better than its competitors. The second half of your business story, hence, requires you to communicate this information effectively to the masses and the responsibility of writing this story rests on the shoulders of the Marketing & Sales teams. Thus, it is evident that the success of a product and an organization relies heavily on the robustness and seamless collaboration between its Marketing & Sales functions.

The certification course in “Marketing & Sales” aims to improve the knowledge and skill sets of working professionals concerning the alignment of marketing and sales functions to deliver superior customer value and to achieve higher profitability. More specifically, the course has been developed in such a way that it deepens the participant’s understanding of marketing management concepts so that they will be able to appreciate the critical role of the same in the sales planning and management functions. This improves the participant’s ability to comprehend the ways and means to deliver superior customer value by utilizing the potential of sales. Thus, the successful completion of this course will provide directions to a new career orientation by re-orienting their marketing foundations with a strong base in the area of sales management.

Upon successful completion of this course, participants will be able to:

  • Understand the foundations of marketing and be able to connect them with sales
  • Have better clarity in terms of basic marketing parameters and its interlinkages with sales functions
  • Possess improved knowledge and skill sets that support marketing related planning and execution in organizations through the sales team’s contributions in the areas of product development, pricing, place related decisions, and marketing promotion mix decisions
  • Deepen the awareness and understanding of the typical conflicts between marketing and sales, and how to resolve them
  • Equip themselves to plan and prepare timely recommendations that support the alignment of sales & marketing

Syllabus

Module 1

  • Understanding the marketing environment
  • Sales vs marketing
  • Holistic marketing concept
  • Company orientation towards the market place

Module 2

  • Developing marketing strategies and plans
  • Mission statement
  • Define competition
  • Market analysis and Porter’s Model

Module 3

  • Marketing information system
  • Measuring marketing productivity
  • Forecasting and demand measurement
  • Marketing mix modelling

Module 4

  • Connecting with customers
  • Analyzing consumer markets
  • Analyzing business markets
  • Identifying market segments and targets

Module 5

  • Building strong brands
  • Developing a brand equity measurement system
  • Shaping the market offerings

Module 6

  • Delivering value
  • Communicating the customer value
  • Value creation and delivery in e-commerce platforms

Module 7

  • Objective and scope of personal selling
  • Understanding personal selling situations
  • Personal selling process
  • Prospecting and objection handling

Module 8

  • Functions and purpose of a sales organization
  • Understanding the structure of the sales organization
  • Assessing sales performance
  • Preparing sales budget
  • Need and establishment of sales territory

Module 9

  • Sales forecasting
  • Different models in sales forecasting
  • Understanding market potential

Module 10

  • Channel management
  • Channel design
  • Selection of appropriate channels
  • Channel motivation

Module 11

  • Understanding distribution
  • Components of physical distribution
  • Transportation
  • Warehousing

Module 12

  • Supply chain management
  • Putting it all together: What is the right supply chain?
  • Supply chain management: why only now?

Campus Component

This program includes a 2 day in-campus immersion session which is scheduled to be held at the IIM Kozhikode campus. The dates will be communicated in due course. Attendance to In-Campus sessions is mandatory for all participants of this course. However, the In-Campus modules are subjected to the conditions that prevail at the point in time. These conditions pertain to the pandemic or other unavoidable reasons. In case the current situation maintains the status quo, adequate alternate options with regards to the in-campus modules will be made available via online sessions.

Paid Internship ( 6 months )

Certificate of Completion from IIM Kozhikode

Certificate of Completion for participants successfully passing the evaluation criteria. Certification of participation for the rest.

Pedagogy

The course pedagogy consists of various modes, such as on-campus classroom lectures, lectures through online interactive platforms, case analysis, simulations, exercises, and experience sharing by industry experts. In the majority of the cases, the deliverables will be explained using real-life examples/case studies connected with different industries, and hence, the participants will be able to connect the same with their actual work scenario. Besides this, during the classroom sections, in addition to experience sharing by industry experts, the course also facilitates the participants to share their own experiences, and thereby encourages the debate and discussion within the groups, and hence peer learning is the essential feature of this course.

All enrolled students will also be provided access to our SLIQ Cloud Campus through which students may access other learning aids, reference materials, assessments, case studies, projects and assignments as appropriate. Throughout the duration of the course, students will have the flexibility to reach out to the professors, real time during the class or offline via our SLIQ Cloud Campus to raise questions and clear doubts.

 

Assessments

Evaluation methodology is the discretion of the faculty. A minimum of 75% attendance to the sessions (live as well as on-campus modules) is a prerequisite for the successful completion of this course.

During the course, there will be periodic evaluations in the form of quiz, class assignments, project, case analysis, or any other objective/subjective assessment decided by the instructor during the class hours. Hence, the participants are expected to complete the given evaluation components on time. IIM Kozhikode will award the course completion certification to those who complete the assessment components successfully along with the attendance criteria. The main objective of assignments/projects will be to help the participants apply their conceptual learning in the course to actual organizational decision scenarios.

The participants will have to secure the minimum pass marks in the respective evaluation components. Participants who successfully complete the same 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 Participation certificate.

Institute

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