APMP03 Detailed Program Content - Ver 1.0

7/31/2019 APMP03 Detailed Program Content - Ver 1.0

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To know more call 18002660304 or write to [email protected]. To register for free information session click here

Advanced Program for

Marketing Professionals

Batch 03

IIM Calcutta
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Contents

Broad Contours

Who Should Attend

Unique Features of Program

Program Modules

Detailed Module-wise Contents
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Broad Contours

Program Directors :Prof. Prashant Mishra

Duration: One Year

Eligibility* : Graduation (10+2+3/ 10+2+4/10+2+2 /11+1+3) from a recognized university

(UGC/AICTE/DEC/AIU) with 50% marks (Aggregate) and 5 years of Experience.

Schedule : Sunday 6:30 PM 9:30 PM

Program Fees : Rs. 1,45,000/- + 10.3% Service Tax[This does not include campus visit

expenses]

*Detailed Eligibility Criteria

Candidates with minimum three years Diploma after class XIIth from recognized institutions like AICTE etc/state govt.

bodies are also eligible for the program.

Applicants with less than 50% marks in graduation but having more than 50% marks in Post Graduation ( from a

recognized university) are eligible for the program from IIM Calcutta


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Who should attend?

Mid to Senior level managers in marketing & sales

Participants looking for cutting edge knowledge on bothstrategic and tactical issues in sales and marketing

Senior and middle managers in other functional areas who

would like to develop an advanced proficiency in marketing,strategy and implementation


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Conference Call

/Information Session What is Information Session?

It is a telephonic conference call arranged forinterested participants, to address theirspecific queries regarding the program

Why should I attend the conference call? To evaluate the program rigorously and in

depth before taking a final decision

Who will host the call? NIIT Imperia Product Management &

Academic Team would address the queriesregarding the program

How can I register for the conferencecall? Register Online using the following link

https://bit.ly/apmp03concall


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Unique Features

UniqueProgram

Only Advanced Program available for Marketing & Sales Professionals in India.Already taught more than 160 sales & marketing professionals.

Pedagogy Designed with a mix of experience sharing, real life case discussions, assignments

and industry/research based projects besides the lectures in class.

LeadershipDevelopment

Grooming for an enriched role in marketing and strategy.

Campus Visit Three Days of Campus Visits during the program

Certification Graded Certificate of Successful Completion (with accompanying academic grades)

from IIM Calcutta


7/29To know more call 18002660304 or write to [email protected]. To register for free information session click here

Program Coverage

Foundation Courses

1. Marketing Management

2. Consumer Behavior

3. Quantitative Methods for Marketing Decisions

4. Financial Acumen for Sales and MarketingAdvanced Courses

1. Sales and Distribution Management

2. Customer Relationship Management

3. Strategic Brand Management

4. Strategic Aspects of Marketing5. B2B Marketing

6. Organizational and People Issues in Marketing

7. Services Marketing



DETAILED MODULE-WISECONTENTS



Marketing Management

Key Learning Outcome: The aim of this module is to introduce the processes andoutcome of marketing to the participants. It also aims at making participants aware

about the distinctiveness of Indian markets vis a vis others, its complexities and

implications.

Session Plan1. Marketing Concepts and Customer Value

2. Building Customer and Market Orientation

3. Segmentation Targeting and Positioning

4. Strategic Market Planning5. Indian Market Realities and Unique Challenges



Session Wise Plan1. Understanding Individual and Organisation - Consumer Behaviour

2. Indian Realities: Consumer Types and Implications (eg Urban vs Rural)

3. Best Practice Case Studies

Consumer Behavior

Learning Outcome

The objective is to help participants understand underlying influencers of consumers

consumption decisions and learn ways of using this information in decision making.



Session Wise Plan1. Marketing Research and Analytics for Decision Making

2. Qualitative Tools and their utility

3. Select Quantitative Tools and Their utility

Quantitative Methods for

Marketing Decisions

Learning Outcome

To help participants appreciate the need for analytical decision making in marketing and

introduce select contemporary tools such as conjoint analysis, ethnographic studies etc



Session Wise Plan1. Understanding Financial Reporting

2. Break Even, Contribution, profitability etc

3. Understanding Cost for Decision Making

4. Financial Performance Measures

Financial Acumen for

Sales and Marketing

Learning Outcome

The module aims at introducing relevant financial concepts to the participants so as they can

develop a keen understanding of consequences of marketing decisions in financial terms.



Session Wise Plan1. Designing and Developing Distribution Channels2. Issues in Managing and Motivating Distribution Channels

3. Managing Channel Conflict and performance

4. Organized Retailing In India: Emerging Issues

5. Selling through Modern Retail Formats: Challenges and prospects

6. Personal Selling Strategies: Transaction Vs Relationship

7. Issues in Direct Marketing

Sales & Distribution Management

Learning Outcome

This module aims at making participants aware of distribution realities and complexities in Indian

market primarily and ways and means to respond to the challenge there of.



Session Wise Plan1. Relationship Marketing Fundamentals

2. CRM: Tools and techniques

3. Challenges and some best practice cases

Customer Relationship Management

Learning Outcome

This advanced module is aimed at emphasizing the need of and the rationale behind relationship

marketing philosophies and tools and techniques to the participants.



Session Wise Plan1. Issues in Product Policy and Product Lifecycle management

2. Product Portfolio Management : Tools and Techniques

3. Branding Decisions: Issues and Challenges

4. Brand Equity: Development and Measurement

Strategic Brand Management

Learning Outcome

This module is targeted towards making participants learn various issues and coping strategies in

order to become Successful Product and Brand Manager



Session Wise Plan1. Formulating Marketing Strategy: Issues and Challenges for Creating andDelivering Customer Value

2. Designing Market Driven Strategies: Strategic Relationships; Planning NewProducts

3. Designing Market Driven Strategies: Entering a Market

4. Strategies for Growing Markets5. Strategies for Mature and Declining Markets

Strategic Aspects of Marketing

Learning OutcomeThis module will be purely case based. Through 6-8 diverse case studies drawn from both Indian

and international environment faculty will attempt to integrate the learning through various

modules in the program.



Session Wise Plan1. Understanding Institutional Markets: Distinctiveness from Consumer

Markets

2. Specific Marketing Challenges in B2B markets: Sales, Distribution and BrandBuilding

3. Distinctive challenges in High-Tech Product Market: Implication forMarketing and Sales Professionals

B2B Marketing

Learning Outcome

To appraise participant about challenges faced by the B2B Marketers or marketers of high tech

products and possible strategies to cope with them.

*Tentative Session Plan - Based on Last Batch Session wise plan



Session Wise Plan1. Understanding Teams

2. Motivating and Managing Your Team

3. Negotiation and Persuasion Skills

4. Strategy and Pitfalls in Negotiation5. Goal Setting, Performance Appraisal and Counseling

Organizational and People issues

in Marketing

Learning Outcome

The aim is to help participants understand and appreciate critical soft issues involved in

organizational processes in general and their implications for sales and marketing professionals in

particular



Session Wise Plan1. Service Marketing Fundamentals

2. Marketing mix decisions in service environment

3. Complaint handling, Service Recovery and Customer Relationships

Services Marketing

Learning Outcome

To appraise participant about challenges faced by the service marketers and possible strategies to

cope with them.



The last batch had a diverse profile

Professionals with 5 to 20+ years of experience

Professionals from various sectors Telecom, IT, Pharma, Food & Beverages, BFSI,

etc..

Sample Designations of Participants

Zonal Brand Manager Future Generali

Sr. Partner Max New York Life Insurance

AVP, Marketing Kotak Securites

Asst. Manager Dish TV

Director Group M Media Pvt. Ltd.

5 to 8

42%

8 to 12

32%

12 to

16

15%

16 to

20

6% 20+

5%

Work Experience Profile

Advertisin

g / Media

9%BFSI

18%

Education

3%IT

13%

Manufact

uring

30%

Others

14%

Telecom

7%

Infrastruct

ure

6%


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What the alumni say about this program

SASWADAN RANJIT KUMAR,

Area Business Manager Samsung Electronics Ltd,

Before joining the course, my major concern was whether the course is worth theprogram fee. After joining the program, the program has not only added value buthas also helped me to work smartly and thus climb the professional ladder.

ANIMESH RAHA,Senior Manager (Marketing) Aircel,

My major concern before joining the program was the takeaways that i would havefor my day-to-day work from my course But thanks to diverse profile ofparticipants and diverse sectors represented by these participants, I have learnt alot. Program has helped me to present myself in a better light.

DEEPSHIKHA CHAKRABORTY,

Sales Manager CISCO,

The key benefits from the program has been exposure to realistic case studies,hands-on learning on Marketing aspects and curriculum. All the sessions taken byPrashant Mishra were great.


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What the alumni say about this program

SARVESH MISHRA,

AGM Schneider Electric,

Program has made me better equipped to carry all marketing campaignsand make a balanced analysis of all situations and numbers.

SEEMA ARORA,DGM Branding, Marketing Communication & PR, Bharti Corporate

Interactivity was the most liked feature of the program. Some of thecase studies are very relevant to our current job profile. EspeciallyClassroom sessions open up different perspectives of the same problem.

HIMADRI SHEKAR ROY,Executive Vice President Indiainfoline Ltd.

I have found the technology; content and presentation are the bestfeatures of this program.


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Documents Required for Application

1 Passport size photo affixed [Latest photo with lightbackdrop]

Proof of Date of Birth [DOB Certificate / 10th Std Marksheet]

Proof of Graduation Completion [Provisional / DegreeCertificate]

Proof of Graduation% and/or Post-Graduation%[Graduation Marks sheets for all years]

Proof of Experience [Experience Certificates as supporting

documents for all the jobs mentioned in the form] Proof of Current Employment [Letter from the HR with

current date / Latest Payslip]


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About IIM Calcutta

The Indian Institute of Management Calcutta (IIM Calcutta) wasestablished as the first national institute for Post-Graduate Studies andResearch in Management by the Government of India in 1961 and is

reputed to be one of Asias finest business schools. IIM Calcutta has been playing a pioneering role in professionalising Indian

management through its Post-Graduate and Doctoral Level Programs,Executive Training Programs, Research and Consulting Activities

For more information about the institute, please visit www.iimcal.ac.in


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About Program Director

Prof. Prashant Mishra

Associate Professor IIM Calcutta

[email protected]

Academic Background Ph.D. & MBA (Devi Ahilya University)

Work Experience June 2004 till date : Indian Institute of Management Calcutta

April 2004 - June 2004 Narsee Monjee Institute of ManagementStudies Mumbai

July 2001 to March 2004 : Nirma Institute of ManagementAhmedabad

July 1998 to July 2001: PIMR Indore
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SYNCHRONOUS LEARNING - NIITIMPERIA


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26 Classrooms across 21 Cities in India

Direct one-to-one interaction is ensured through individual ICT

systems for each student:

High-performance PCs

Webcam

Audio system and microphone at each workstation,

connected directly to faculty at institutes

Classroom interactions & ambience are facilitated by clusters of

student-stations and camera & projection systems that span the

full classroom.

6 Synchronous Learning Centers created within corporate

premises

Learning Management System (LMS):

supplementary e-learning

program-specific notices online submission of assignments

reminder services

online testing

student records

STUDIO VIEW

CLASSROOM VIEW

NIIT IMPERIA - TECHNOLOGY EDGE
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To know more call 18002660304 or write to [email protected]. To register for free information session click here28

REPLICATION OF LIVE CLASSROOM

SYNCHRONOUS LEARNING

Full features of face-to-faceteaching

Raised-hand-seeking-teacher's-attention

Click here to play NIIT

Imperia Video

Tabulation of responses

Quizzes randomly created by theteacher
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For any Queries Or Doubts,

Call Us At 18002660304

orWrite to [email protected]

Please Click Here to register for Information Session

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