Programme Content
Programme Contents
Module 01: Strategic Leadership Foundations
Leadership Paradigm: Leading the Organization and People Beyond Current Capabilities
Operational Paradigm: Integrating Finance, Sales, Marketing, Brand, and Product Functions
Market Paradigm: Shaping Future Markets
Dynamics of Economic and Business Landscape
Transformational Leadership and CBO Perspective
Module 02: Marketing Strategy and Customer Insights
Discovering New Markets and Market Sizing
Marketing planning Adjustments and Optimization and Budget allocation
Market Segmentation, Personas, and Value Propositions
Customer Journey Mapping and Experience
Customer Acquisition, Lead Generation, and customer Insights
ROI Analysis: Customer Lifetime Value, Customer Acquisition Cost (CAC), Conversion Ratios, CRM
Module 03: Sales Strategy and Planning for CBOs
Sales Strategy Development
Sales Planning and Forecasting
Negotiation and Persuasion Strategies
Selling Skills for Retail and B2B Customers
Sales Team Management and Performance Appraisal
Module 04: Digital Marketing and Brand Management
Strategic Brand Management Valuation
Digital Transformation and Social Media Marketing Strategies
Online Reputation Management
Search Engine Optimization (SEO) and Google Analytics
Search Engine Marketing (SEM)
Social Media Marketing (SMM) and B2B
Digital Marketing channels Metrics
Marketing on LinkedIn
Text Analytics and AI ML Tools for Marketing
Module 05: Marketing Campaign Management
Marketing Communication and Messaging
Media Mix, Messaging, and Promotion
Packaging, Bundling, and Communication in the Digital Era
Go-to-Market Strategy and Distribution Planning
Module 06: B2B Sales and Value Proposition
Understanding B2B Buying Behavior
Market Segmentation and Online B2B Marketing
Managing Key Opinion Leaders
Pipeline Management Strategies for Key Account Management (KAM)
Delivering Value in B2B Context
Module 07: Product Management and Branding
Design and Thinking Framework
Product Management for E-commerce, Cloud, and SaaS Platforms
Metrics for Product Management
Competitive Strategy and Brand Development
Pricing Models
Module 08: Financial Acumen for CBOs
Managing Business Metrics
Interpreting Financial Statements
Pricing Strategies and Decisions
Understanding Cash Flows and Cost Management
Leading a Profit Loss (PL)
Project Finance and Business Models
Module 09: Operations Business Excellence
Operational Efficiency
Quality Management
Business Process Reengineering
Risk Management
Strategic Planning
Project Management
Change Management
Supply Chain Optimization
Business Process Analytics
Continuous Improvement
Module 10: MarTech Digital Sales Tools and Platforms
Comprehending the Customer Journey Acquisition, Administration, and Retention
Utilizing MarTech and AI for Customer Acquisition: Segmentation, Email Marketing, Digital Promotion, Social-Media, and Programmatic Advertising
Harnessing MarTech and AI for Customer Administration: CRM, Predictive Analytics, Customer Support, Customer Experience Enhancement, and Personalization
Module 11: Advanced Marketing Trends Strategy
Marketing to Gen Z
AI and ML for Marketing
Data Driven Marketing
Account based Marketing
Conversational Marketing
Neuromarketing
Exploring AR, VR, and Metaverse for Sales Marketing Managers
Please Note: Modules topics are indicative only, and the suggested time and sequence may be dropped modifiedadapted to fit the participant profile; programme hours.
Duration Number of Session Hours
Duration: 12 Months
Number of Hours: Approx. 150 hours
Number of Sessions (75 Minutes each): 120 sessions
Online: sessions: 100 sessions
On Campus: Around 20 Sessions
On-campus orientation module of Six days duration:
06 residential days at the IIM Indores Indore Campus
One or two sessions from some of the courses will become part of the on-campus orientation module. In case the on-campus module is not conducted due to Covid situation, the same will be included in the total number of sessions.
The programme duration may be slightly extended due to unavoidable situations.
