Detailed Program Content - PGCSM

8/8/2019 Detailed Program Content - PGCSM

1/30

Post Graduate Certificate Programin Sales & Marketing

IMT Ghaziabad

Ver 1.0


2/30

Contents

Broad Contours

Who Should Attend

Unique Features of Program

Program Modules

Detailed Program Contents

2


3/30

Broad Contours

Program Directors :Prof. Mukesh Chaturvedi and Prof Anand G.Khanna

Duration: 1 Year

Eligibility : Working professionals with a minimum experience of oneyear, who are graduates (10+2+3 or equivalent) in any discipline.

Schedule : Friday 6.30 to 9.30 PM

Fees : Rs. 125,000/- (This does not include campus visit expenses)

3


4/30

Who should attend?

Exclusively designed for Sales & Marketing

professionals who are at early stages of their career

Working Professionals with minimum one year of work experience Professionals with 1-5 years of experience would be given preference in

selection

Professionals who want to acquire managerial skills in sales &marketing to accelerate their career growth

Professionals looking for a rigorous management program in

sales & marketing from a reputed institute

4


5/30

Unique Features

Pedagogy Designed with a mix of experience sharing, real life case discussions, assignmentsand industry/research based projects besides the lectures in class

Business leaders from different industries would be invited to share their experiences

Campus Visits 5-day IMT Ghaziabad Campus Module at the start for Program Orientation

3-day IMT Ghaziabad Campus Module at the end of the program

Certification Graded Post Graduate Certificate of Successful Completion from IMT Ghaziabad

ExclusiveOffering onCareerManagement

Workshop on Own Career Management & Growth

5


6/30

Program Modules

1. Marketing Management

2. Sales Management

3. Customer Relationship Management

4. Marketing of Services Focus on Financial Services

5. Business to Business Marketing6. Retail Management

7. Managing Integrated Marketing Communication

8. Distribution Management

9. International Marketing

10. Marketing Research

11. Consumer Behavior

12. Product Management

13. Strategic Brand Management

14. Rural Marketing

15. Strategic Marketing Management

6


7/30

DETAILED MODULE-WISECONTENTS

7


8/30

Module Contents Understanding Marketing Management

Capturing Marketing Insights Buying Behaviors of Customers

Connecting with Customers

Building strong Brands

Shaping the Market Offering Delivering Value to Customers

Communicating Value

Creating Successful Longterm Growth

8

1. Marketing Management

Key Learning OutcomesAt the end of this module, the participants would

Understand the basics of marketing

Overview of the key areas in marketing function - Consumer Insight, Brand

Management, Product Management, Marketing Communication, etc.


9/30

Module Contents Nature and Scope of Sales Management

Personal Selling and Marketing Strategy

Organizing the Sales effort

Sales Force Management

Controlling the Sales effort

International Sales Management

9

2. Sales Management

Key Learning OutcomesAt the end of this module, the participants would be able to

Understand the basics of sales management in their organization

Manage their sales force efficiently and effectively


10/30

Module Contents

Changing nature of marketing and growth of services Importance of CRM

Customer Development Process

Identifying and measuring customer related factors: customer performance factors, customer focusfactors.

Growing through Customer centric process

Company orientations ,Customer Roles & Values Sought ,Customer Value

Customer Value Management

Customer Retention management

Customer satisfaction and customer delight

CRM software and real life case study in the Indian environment

Customer Equity and Identifying relationships at risks, Permission marketing

10

3. Customer Relationship Management

Key Learning OutcomesAt the end of this module, the participants would understand

the importance of CRM

achieving customer delight through an efficient CRM


11/30

Module Contents

Emergence of service economy and service marketing

Service as marketing entity characteristics and implications

The service marketing tools

Service types and service encounter

Developing service strategy- value discipline

Source of competitive advantage in service

Sustainable competitive advantage in service industries

Service consumer behavior

Modeling consumer behavior for strategic implications Quality issues in services

Quality transformation in service businesses

Service failure and recovery

11

4. Marketing of Services


12/30

Module Contents

Introduction to Business-to-Business Marketing

Understanding Business Customers Buying Process and Behavior

Segmentation of Business Market

New Industrial Product Development

Managing Mature Industrial Products

Branding of Industrial Product Pricing of Industrial Products

Distribution Channels for Industrial Products

Personal Selling of Industrial Products

12

5. Business-to-Business Marketing


Understand the various principles of marketing in a B2B organizations

Acquire necessary skills to manage the marketing functions in B2B organizations


13/30

Module Contents

Retailing: role, relevance, and trends

Retail formats and theories

Segmentation, Targeting and positioning in Indian retailing

Understanding the retail consumer Retail location strategy

The retail marketing mix

Merchandise management

Organization structure and human resource management in retail

Retail operations Measurement of performance

Application of IT to retail marketing

13

6. Retail Management


14/30

Module Contents

Role of Advertising in the Marketing-Mix

The Communication Integrated Marketing Communication (IMC)

Scope of Advertising

How Advertising Works

Forms of Advertising Advertising Scene in India

Advertising Agency

Advertising Objectives From Marketing objective to Advertising Objective

Advertising Budget

Advertising Message Creation

Advertising Media Planning Evaluation of Advertising Effectiveness

Advertising and Society

Sale Promotion: The Tactical Tool

14

7. Integrated Marketing Communication


15/30

Module Contents

Understandings Distribution Management

Functions & Activities

Functional optimization Guidelines

Understanding of Logistics & few Concepts

Designing & Planning the Flow

Channel Dynamics and Management

15

8. Distribution Management


Understand the importance of distribution in marketing and sales

Acquire the skills for managing distribution of an organization


16/30

Module Contents

Framework of International Marketing-Basis Of International Trade.

Regional Distribution Of World Trade Indian Basket of Imports & Exports

Terms Of Trade

Global Trends and Prospect Instruments of Trade policy

Institutional Infrastructure for Export Promotion in India

Export Assistance, Incentives &Recognitions

Identifying Foreign Markets

Product Planning for Exports

Pricing for Exports

Market Entry and Overseas Distribution System

Marketing Plan for Exports

Decision-making for Export Operation

New Techniques in International Marketing

16

9. International Marketing


17/30

Module Contents

Introduction and Early Phases of Marketing Research

Research Design Formulations

Data Collection , Preparation , Analysis and Reporting

Ethical Issues in Marketing Research

17

10. Marketing Research


Understand the importance and basics of marketing research

Execute a marketing research for their organization

Gain Customer Insights from the marketing research conducted


18/30

Module Contents Consumer Behaviour Nature, scope and application

Consumer Markets and Buyer Behaviour

Business Markets and Business Buyer Behaviour

Influence of Culture on Consumer Behaviour

Influence of Subcultures on Consumer Behaviour

Cross-Cultural Consumer Behaviour-An International Perspective

Social Class, Status and Consumer Behaviour

Reference Groups and Family Influences on Consumer Behaviour

Consumer Motivation, Perception and Learning

Personality, Lifestyle, Attitude and Consumer Behaviour

Communication and Consumer Behaviour

Consumer Decision Making

Consumer Influence and the Diffusion of Innovations

18

11. Consumer Behavior


19/30

Module Contents

Introduction to Product management; Market Planning

Market Analysis: Market Definition and competitor identification/analysis

Strategy for New Products: Segmentation and Positioning , ProductInnovation and adoption

Market strategies for new markets: Product Positioning andcommunication

Market Strategies for mature markets: Market Expansion or MarketShare ,Innovation or price competition

Product Policy and Marketing strategy

Business Model and Marketing strategy

Introduction to New Product Management; new product process, conceptlife cycle, opportunity identification and Product Innovation charter

19

12. Product Management


20/30

Module Contents

Introduction to Strategic Brand Management

Psychological and attitudinal aspects of consumption

Fundamentals of brand design Positioning & Concept

Brand Building Strategies & Tools

David Aaker's Brand Equity Model

Kapeferer's Brand Identity Prism Managing the time factor- brand adaptation

Brand Architecture & Leveraging Brand throughExtensions

20

13. Strategic Brand Management


21/30

Module Contents Principles of Marketing Management as relevant to Rural marketing

Changing concept of marketing

Profile of Urban/Rural Markets/Customers and differences in theirCharacteristics

Features of the Rural Market/infrastructure. Products and services in the Rural Market.

Transportation/Communications/Logistics/Stocking/insurance.

Channels of Distribution and trade management.

Characteristics of pricing in the rural markets for different products andfactors influencing

Manpower/Advertising/Sales Promotion strategies for rural marketing New Product Launch techniques in Rural Markets

Marketing strategies, Policy Sales Management Practices Training,motivation and evaluation.

21

14. Rural Marketing


22/30

Module Contents

Strategic Marketing Management

Marketing Environmental Scanning & Strategic Analysis Strategic Customer Points

Obtaining a Sustainable Competitive Advantage

Alternative Business Strategies & Marketing Warfare

Strategic Implementation

22

15. Strategic Marketing Management


23/30

About Program Directors Prof. Mukesh Chaturvedi

Ph.D., BITS Pilani, 1989

MMS (Master of ManagementStudies), BITS Pilani, 1977.B.A. (Hons.), BITS Pilani, 1974.

L.L.B. from Ranchi University

Prof. Anand G. Khanna

Associate Professor - Marketing

M.B.S (Masters in BusinessStatistics) and PGDBA fromMONIRBA, University of Allahabad

30+ Years of experience in Industryand Academics

Has conducted training programs

for leading corporates like MoserBaer, NTPC, NHPC and NDPL

Co-chairman, MDP & ConsultancyCentre

23


24/30

How to Apply

Application period

Admissions in Progress. Please contact NIIT IMPERIAExecutives for details

Application forms Application forms can be obtained from

www.niitimperia.com or at local NIIT IMPERIA Centres

Students could also apply online at

www.niitimperia.com

Class would commence on or after March 29 2010
http://admissions.niitimperia.com/Imperia/Default.aspxhttp://www.niitimperia.com/http://www.niitimperia.com/http://admissions.niitimperia.com/Imperia/Default.aspx


25/30

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 % [Graduation Marks sheets for allyears]

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 Pay slip]


26/30

SYNCHRONOUS LEARNING - NIITIMPERIA

26


27/30

18 Classrooms in 17 cities

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

27

NIIT IMPERIA - TECHNOLOGY EDGE

CLASSROOM VIEW


28/30

SNAPSHOT OF STUDENT PC - TYPICAL STUDENT VIEW

STUDENT VIDEO

FACULTY

SLIDE SHOW / WHITE BOARD


29/30

29

REPLICATION OF LIVE CLASSROOM

SYNCHRONOUS LEARNING

Full features of face-to-faceteaching

Raised-hand-seeking-teacher's-attention

.

Tabulation of responses

Quizzes randomly created by theteacher


30/30

For any Queries Or Doubts,

Call Us At 18001806060 (MTNL/BSNL)

or 60006448 (Others)

(Or)

Write to [email protected]

30
mailto:[email protected]?subject=Interested%20in%20Executive%20Program%20in%20Human%20Resource%20Managementmailto:[email protected]?subject=Interested%20in%20Executive%20Program%20in%20Human%20Resource%20Management