Programme Content
Course Content
Module Name
Topics
1 Strategic Leadership for driving change in Marketing
1. Essential Attributes of a Marketing Leader
2. Critical Thinking and Decision-Making methods
3. Creating and leading the winning Team
4. Conflict Management and Resolution
5. Effective problem solving skills
6. Managing change
7. Strategic Visioning
8. Managing Performance
2 Marketing Strategy
1. Framework for Marketing Strategy Formulation--
The Aspiration and Action Plan
2. The Elements of Value
3. The shifting source of Competitive advantage
4. Rethinking Product and Customers
5. Strategic Marketing Alliances: Analysis, Planning,
Implementation and Control
6. Strategies for New Markets
7. Managing Marketing 4.0
8. Designing winning sales and marketing structures
(organisational structures)
9. Integrated Planing
3 Customer Centric Marketing
1. Understanding Consumer Behaviour
2. Developing CJM
3. Segmentation, Targeting Positioning 4. Decoding Consumer Satisfaction 5. Managing customer experience
6. Important Consumer Metrics 7. Developing and Maintaining a Customer Centric
organisation
4 Product Marketing and Innovation
1. Product lifecycle management and new product development processes
2. Pricing strategies and value proposition optimization
3. Innovating through customer-centric design thinking methodologies
4. Launching successful marketing campaigns for new products
5 Managing New age Sales function
1. A model approach to resource requirement and
management
2. Sales force structuring and management
3. Territory Management
4. Sales automation for effectiveness and efficiency 5. B2B Selling
6 Financial Management for CMOs
1. Understanding impact of Price on Quantity,
Revenue and Price
2. How to price
3. Competition and Price management
4. Understanding the Financial Impact of Marketing
Decisions
5. Budgeting and financing
6. Controlling branch based financial functions
7. Managing ROI and other financial metrices 8. Budgeting allocation and media planning 9. Category based profitability analysis
7 Driving Go To Market Success
1. Market potential vs sales potential analysis
2. Setting the Distribution Agenda
3. Distributors and Retailer Management
4. Important Distributor Metrics
5. Logistics and Supply Management for availability
and profitability 6. Service operations management (managing process) 7. Mangaing Networks in B2B Industry
8 Marketing analytics and Future of marketing
1. Data visualization and storytelling for effective reporting 2. Creating & managing Dash Boards 3. Digital & Social Media Marketing
4. Media Management
5. AI & Marketing
9 Performance Measurement & leadership discussions
1. Key performance indicators (KPIs) for evaluating marketing effectiveness
2. Implementing marketing attribution models for ROI measurement
3.Innovation and Disruption that are Marketing
Driven
4. Leveraging existing competencies to further
innovation
5. Decision making in the C-Suite
10 Mentoring
1. Strategic marketing capstone simulation
2. CXO Mentoring & Storytelling
On-Campus Component
This program includes 6 days of on-campus immersion (to be held in XLRI Jamshedpur campus), the dates for which shall be informed to the participants at least two month in advance. Attendance to the On-Campus module is MANDATORY for all participants. The on-campus modules are subjected to the conditions that prevail at the point in time.
In event that the state authorities do not permit such in-person sessions due to the COVID-19 situation (or any such similar circumstances), the sessions planned for the campus component shall be completed online which may lead to an extension of the program duration.
