Achieving Excellence in Marketing: Programme for Marketing Leadership (Batch 1)

IIM Ahmedabad - Executive Education

Marketing & Sales

About Programme

The primary responsibility of every marketer is to meet the needs of target customers and drive the growth and profitability of the organisation. They strive to design, develop, communicate and deliver customer value. They are instrumental in the acquisition of new customers and the retention of existing customers.

Programme Content

The programme will cover concepts related to strategic marketing, covering the following topics:

Evolution of the marketing

Understanding and analysing consumer needs

Understanding and influencing the buying decision process

Consumer power and the changing role of marketing

Effective market segmentation and targeting

Building an attractive value proposition and positioning offerings

Assessing and achieving product-market fit

Brand building and management

Pricing market offerings

Product management

Sales and distribution management

Advertising, promotion and communicating value

Go-to-market strategy

Exploring marketing frameworks for global markets

Strategic thinking for marketing leaders

Growth marketing

Building the modern marketing organization

Synchronise marketing actions and activities to create great value

B2B marketing: growth strategies for the organisation

Digital marketing strategies: data, automation and analytics

Business analytics: decision making with data

Hyper-personalisation and applications of AI in marketing

MarTech

Emerging technologies and how they are shaping marketing

Programme Objective

To hone participants’ knowledge and understanding of marketing concepts and their applications in various industries and domains.

To sharpen the participants’ conceptual understanding and analytical abilities in the various decision areas of marketing management such as market segmentation, target market selection, selecting value proposition, product development, pricing market offering, sales management, distribution channel management, advertising and marketing communication.

How to use strategic marketing approaches to create greater customer value and improve market performance.

To enhance the participants' understanding and knowledge of the emerging technological landscape in the marketing domain and how this affects the marketing decision-making process.

To enhance participants' understanding of how emerging technologies such as artificial intelligence, digital technologies, social media marketing, marketing analytics and marketing technologies (MarTech) affecting the various aspects of marketing management.

Alumni Benefits

IIMA Alumni Status: Participants who are attending short-duration Executive Education Programmes for the first time, on or after April 1, 2012, will have to attend for a total of 21 days in one or more programmes in order to be eligible for alumni status and alumni identity card, both of which will be awarded on the payment of a one-time alumni fee of INR 10,000/- + GST.

Pedagogy

The majority of the programme will be based on the case method. Along with the case method, we would also use lectures, group exercises/ projects, presentations and other pedagogies.

Programme Audience

The course is broad and can be targeted to organisations across different industries. The programme is suitable for executives from both business-to-consumer (B2C) and business-to-business (B2B) businesses.

This programme is aimed at professionals who are looking to:

Mid-career and senior executives from companies of any size or development stage eager to align marketing strategy with business goals, leverage marketing opportunities, and drive process improvement

Marketing leaders aspiring to or already serving in C-level roles who want to stay current on trends and ignite growth

Directors, general managers, and VPs focused on innovation and leading change in their organisations

Business owners and entrepreneurs who are keen to use and leverage marketing to drive growth, market expansion, and attain business goals.

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Contact us for the further details

Speak with an Advisor

Contact Person Details
Testimonials
Programme Benefits
Brochure

Prashansa Uttam

Programme Advisor

+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

IIM Ahmedabad - Executive Education

Executive Education Office

https://www.iima.ac.in/

Ahmedabad, India

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