Programme Overview

The programme is targeted at the middle to senior level executives in sales and marketing function looking for cutting edge knowledge on both strategic and tactical issues concerning sales and marketing functions in the business in order to prepare them to take higher responsibilities. The programme aims at augmenting professional capabilities of mid-career professionals in sales and marketing functions by imparting knowledge about market planning issues, challenges and complexities arising out of interrelationship of marketing mix elements and appreciates the organizational context of sales and marketing decision making.

Programme Objective

The Advanced programme for Marketing Professionals (APMP) of 91心頭利C is a distance education certificate programme.


The sales and marketing function at any organization forms the backbone of the business. A proper and scientific approach to the sales and marketing functions not only makes the business viable and efficient but also makes the business reasonably immune to sudden and inevitable environmental changes. This one-year course is developed with the clear focus on sales and marketing for big corporates, small and medium enterprises, and also for entrepreneurs.


The program aims to help participants,



  1. learn cutting-edge knowledge about sales and marketing theory and practice,

  2. develop knowledge and competence for effective marketing planning and execution,

  3. learn and appreciate challenges of complexities posed by the interrelationship of various marketing-mix elements and ways and means of building effective response,

  4. appreciate the organizational context of marketing decision making and issues thereof, AND

  5. groom themselves for higher roles in sales and marketing function.


Programme Directors
Professor Suren Sista

Professor Suren Sista

Marketing

Professor Ramendra Singh

Professor Ramendra Singh

Marketing

Who Should Attend

Programme is targeted at middle to senior level executives in sales and marketing function from both product and service marketing organizations. The pedagogy will primarily be participant centric (case-based) with special emphasis on experiential learning. Participants looking for cutting-edge knowledge on both strategic and tactical issues in sales and marketing of products and services (including consumer and institutional markets) may apply for the programme.

Working professionals with a minimum of five years of work-experience and who are interested in pursuing a career in the area of sales and marketing will find the course interesting and stimulating. Specifically, executives working in sales/marketing/operations/customer relations/marketing analytics will find the course useful to increase their productivity and growth.

Eligibility

EDUCATIONAL QUALIFICATION

  • Graduation (10+2+3/10+2+4/10+2+2 /11+1+3) from a recognized university (UGC/AICTE/DEC/AIU)
  • Candidates should have 50% or higher in graduation to be eligible. Marks for all (3 or 4) years to be included for calculating graduation percentage.
  • Those candidates who have less than 50% marks in graduation but have more than 50% marks in Post- Graduation (from a recognized university) are also eligible for the program.

WORK EXPERIENCE

  • Candidates should be working at the time of filling up the application form
  • Candidates should have a minimum of five (05) years of full-time paid experience at the time of application. This should be after the graduation degree /qualifying degree is complete.
Programme Duration and Delivery

The programme will be delivered through online platform once in a week (Saturday 9.00 am -12.00 pm).
Campus 2 campus visits of 8 days (one visit of 3 days & one visit of 5 days).
In case the campus modules cannot be conducted the equivalent hours will be conducted online.

Pedagogy
Each course will be taught with the help of case studies, live corporate examples and general discussions. In order to provide greater industry insights, practitioners would also be invited to share their experiences.
Programme Content

Programme Content: 

Why Consumers Buy?

  • Building Blocks of Marketing
  • STP
  • Consumer Behavior
  • Porters five force Analysis
  • Marketing Mix design
  • Problem Recognition and Information Search
  • Understanding Decision-making and Post-purchase Evaluation
  • Learning, Motivation, Attitudes
  • Understanding Influence - Individual, Societal, Cultural, etc.
  • B2B Marketing Decision-making Process Identifying and Managing Key Accounts

Understanding Markets

  • Research Framework and Research Problem
  • Designing a market research plan
  • Methods and tools of data analysis
  • Qualitative Research Methods Quantitative Research Methods

Financial Acumen for Marketing

  • Understanding Cash Flows
  • Understanding and Managing Outstanding Cycle
  • Understanding Costs - Direct, Indirect, Variable
  • NPV & IRR
  • Understanding how firms make financial decisions Understanding how to read and understand financial statements

Managing Teams

  • Understanding Teams
  • Motivating Teams
  • Developing Productive and Happy Teams Goal Setting, Performance Appraisal, Counselling

Workshop on Negotiation skills for Sales & Marketing

  • Understanding principles of negotiation in sales and marketing
  • Principled Negotiations
  • Single and Multi-issue Negotiations Various Approaches in Negotiation

Managing Products, Services and Brands

  • Product Management
  • Managing Product Lines
    • Understanding Product Life Cycle Management
    • Managing New Products and Services
    • Managing service quality
    • Understanding Service Profit Chain
    • Brands and Branding
    • Brand Positioning
    • Understanding Consumer Based Brand Equity Brand Extensions

Managing Sales, Channels, Retail

  • What is selling
  • Sales Force Management
  • Motivating and Rewarding the Salesforce Performance
  • Managing Sales Territories
  • Managing Retailing and Distribution
  • Online retailing and E-commerce Digital Platforms

Integrated Marketing Communications

  • Basics of Marketing Communications
  • Communication Models
  • Understanding Media
  • Media Planning
  • Digital Marketing
    • Social Media Marketing SEO, SEM, and other digital marketing tool

Contemporary Issues in Marketing

  • Marketing Analytics
  • Application of AI/ML in Marketing Analytics Emerging Issues in Marketing

Formulating & Designing Marketing Strategy 

  • Marketing Planning
  • Developing and Implementing Marketing Strategy
  • Positioning Strategy
    • Pricing Strategy
    • New Product Strategy
Programme Sample Certificate
Alumni Status
  • LDP participants who complete the programme successfully become the Alumni of 91心頭利C Executive Education, which currently has over 30,000 members.
  • LDP Alumni are given an email-id in the 91心頭利 domain.
  • LDP Alumni can register in the 91心頭利 Alumni portal either with this email-id or with their personal email-ids. The 91心頭利 Alumni portal is a common platform for Alumni of all programmes of the Institute to interact with each other and stay connected with the Institute.
  • The Institute shares newsletters, important news and articles about the Institute and its activities, the achievements of the Institute's faculty, staff, students and alumni, upcoming events and programmes etc., on the portal.
  • Alumni can post their achievements, write about jobs or LIVE project opportunities for other alumni to see.
  • The 91心頭利 alumni network can also be accessed on mobile phones through the mobile app.
  • Executive Education Alumni are entitled to a discount of 5% on the programme fee if they opt to do another LDP.
  • By using the different features of the 91心頭利 portal, alumni across programmes can engage with each other in many meaningful ways. It is up to the alumni themselves to leverage the platform
How to Apply

For further details and for downloading the application form please visit

Contact Details:
Name: Prathmesh Dali
Phone: 1800-843-1552
Email: admissions[at]timesgroup[dot]com