APMP03 Detailed Program Content - Ver 1.0
Transcript of APMP03 Detailed Program Content - Ver 1.0
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Advanced Program for
Marketing Professionals
Batch 03
IIM Calcutta
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Contents
Broad Contours
Who Should Attend
Unique Features of Program
Program Modules
Detailed Module-wise Contents
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Broad Contours
Program Directors :Prof. Prashant Mishra
Duration: One Year
Eligibility* : Graduation (10+2+3/ 10+2+4/10+2+2 /11+1+3) from a recognized university
(UGC/AICTE/DEC/AIU) with 50% marks (Aggregate) and 5 years of Experience.
Schedule : Sunday 6:30 PM 9:30 PM
Program Fees : Rs. 1,45,000/- + 10.3% Service Tax[This does not include campus visit
expenses]
*Detailed Eligibility Criteria
Candidates with minimum three years Diploma after class XIIth from recognized institutions like AICTE etc/state govt.
bodies are also eligible for the program.
Applicants with less than 50% marks in graduation but having more than 50% marks in Post Graduation ( from a
recognized university) are eligible for the program from IIM Calcutta
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Who should attend?
Mid to Senior level managers in marketing & sales
Participants looking for cutting edge knowledge on bothstrategic and tactical issues in sales and marketing
Senior and middle managers in other functional areas who
would like to develop an advanced proficiency in marketing,strategy and implementation
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Conference Call
/Information Session What is Information Session?
It is a telephonic conference call arranged forinterested participants, to address theirspecific queries regarding the program
Why should I attend the conference call? To evaluate the program rigorously and in
depth before taking a final decision
Who will host the call? NIIT Imperia Product Management &
Academic Team would address the queriesregarding the program
How can I register for the conferencecall? Register Online using the following link
https://bit.ly/apmp03concall
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Unique Features
UniqueProgram
Only Advanced Program available for Marketing & Sales Professionals in India.Already taught more than 160 sales & marketing professionals.
Pedagogy Designed with a mix of experience sharing, real life case discussions, assignments
and industry/research based projects besides the lectures in class.
LeadershipDevelopment
Grooming for an enriched role in marketing and strategy.
Campus Visit Three Days of Campus Visits during the program
Certification Graded Certificate of Successful Completion (with accompanying academic grades)
from IIM Calcutta
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Program Coverage
Foundation Courses
1. Marketing Management
2. Consumer Behavior
3. Quantitative Methods for Marketing Decisions
4. Financial Acumen for Sales and MarketingAdvanced Courses
1. Sales and Distribution Management
2. Customer Relationship Management
3. Strategic Brand Management
4. Strategic Aspects of Marketing5. B2B Marketing
6. Organizational and People Issues in Marketing
7. Services Marketing
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DETAILED MODULE-WISECONTENTS
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Marketing Management
Key Learning Outcome: The aim of this module is to introduce the processes andoutcome of marketing to the participants. It also aims at making participants aware
about the distinctiveness of Indian markets vis a vis others, its complexities and
implications.
Session Plan1. Marketing Concepts and Customer Value
2. Building Customer and Market Orientation
3. Segmentation Targeting and Positioning
4. Strategic Market Planning5. Indian Market Realities and Unique Challenges
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Session Wise Plan1. Understanding Individual and Organisation - Consumer Behaviour
2. Indian Realities: Consumer Types and Implications (eg Urban vs Rural)
3. Best Practice Case Studies
Consumer Behavior
Learning Outcome
The objective is to help participants understand underlying influencers of consumers
consumption decisions and learn ways of using this information in decision making.
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Session Wise Plan1. Marketing Research and Analytics for Decision Making
2. Qualitative Tools and their utility
3. Select Quantitative Tools and Their utility
Quantitative Methods for
Marketing Decisions
Learning Outcome
To help participants appreciate the need for analytical decision making in marketing and
introduce select contemporary tools such as conjoint analysis, ethnographic studies etc
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Session Wise Plan1. Understanding Financial Reporting
2. Break Even, Contribution, profitability etc
3. Understanding Cost for Decision Making
4. Financial Performance Measures
Financial Acumen for
Sales and Marketing
Learning Outcome
The module aims at introducing relevant financial concepts to the participants so as they can
develop a keen understanding of consequences of marketing decisions in financial terms.
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Session Wise Plan1. Designing and Developing Distribution Channels2. Issues in Managing and Motivating Distribution Channels
3. Managing Channel Conflict and performance
4. Organized Retailing In India: Emerging Issues
5. Selling through Modern Retail Formats: Challenges and prospects
6. Personal Selling Strategies: Transaction Vs Relationship
7. Issues in Direct Marketing
Sales & Distribution Management
Learning Outcome
This module aims at making participants aware of distribution realities and complexities in Indian
market primarily and ways and means to respond to the challenge there of.
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Session Wise Plan1. Relationship Marketing Fundamentals
2. CRM: Tools and techniques
3. Challenges and some best practice cases
Customer Relationship Management
Learning Outcome
This advanced module is aimed at emphasizing the need of and the rationale behind relationship
marketing philosophies and tools and techniques to the participants.
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Session Wise Plan1. Issues in Product Policy and Product Lifecycle management
2. Product Portfolio Management : Tools and Techniques
3. Branding Decisions: Issues and Challenges
4. Brand Equity: Development and Measurement
Strategic Brand Management
Learning Outcome
This module is targeted towards making participants learn various issues and coping strategies in
order to become Successful Product and Brand Manager
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Session Wise Plan1. Formulating Marketing Strategy: Issues and Challenges for Creating andDelivering Customer Value
2. Designing Market Driven Strategies: Strategic Relationships; Planning NewProducts
3. Designing Market Driven Strategies: Entering a Market
4. Strategies for Growing Markets5. Strategies for Mature and Declining Markets
Strategic Aspects of Marketing
Learning OutcomeThis module will be purely case based. Through 6-8 diverse case studies drawn from both Indian
and international environment faculty will attempt to integrate the learning through various
modules in the program.
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Session Wise Plan1. Understanding Institutional Markets: Distinctiveness from Consumer
Markets
2. Specific Marketing Challenges in B2B markets: Sales, Distribution and BrandBuilding
3. Distinctive challenges in High-Tech Product Market: Implication forMarketing and Sales Professionals
B2B Marketing
Learning Outcome
To appraise participant about challenges faced by the B2B Marketers or marketers of high tech
products and possible strategies to cope with them.
*Tentative Session Plan - Based on Last Batch Session wise plan
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Session Wise Plan1. Understanding Teams
2. Motivating and Managing Your Team
3. Negotiation and Persuasion Skills
4. Strategy and Pitfalls in Negotiation5. Goal Setting, Performance Appraisal and Counseling
Organizational and People issues
in Marketing
Learning Outcome
The aim is to help participants understand and appreciate critical soft issues involved in
organizational processes in general and their implications for sales and marketing professionals in
particular
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Session Wise Plan1. Service Marketing Fundamentals
2. Marketing mix decisions in service environment
3. Complaint handling, Service Recovery and Customer Relationships
Services Marketing
Learning Outcome
To appraise participant about challenges faced by the service marketers and possible strategies to
cope with them.
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The last batch had a diverse profile
Professionals with 5 to 20+ years of experience
Professionals from various sectors Telecom, IT, Pharma, Food & Beverages, BFSI,
etc..
Sample Designations of Participants
Zonal Brand Manager Future Generali
Sr. Partner Max New York Life Insurance
AVP, Marketing Kotak Securites
Asst. Manager Dish TV
Director Group M Media Pvt. Ltd.
5 to 8
42%
8 to 12
32%
12 to
16
15%
16 to
20
6% 20+
5%
Work Experience Profile
Advertisin
g / Media
9%BFSI
18%
Education
3%IT
13%
Manufact
uring
30%
Others
14%
Telecom
7%
Infrastruct
ure
6%
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What the alumni say about this program
SASWADAN RANJIT KUMAR,
Area Business Manager Samsung Electronics Ltd,
Before joining the course, my major concern was whether the course is worth theprogram fee. After joining the program, the program has not only added value buthas also helped me to work smartly and thus climb the professional ladder.
ANIMESH RAHA,Senior Manager (Marketing) Aircel,
My major concern before joining the program was the takeaways that i would havefor my day-to-day work from my course But thanks to diverse profile ofparticipants and diverse sectors represented by these participants, I have learnt alot. Program has helped me to present myself in a better light.
DEEPSHIKHA CHAKRABORTY,
Sales Manager CISCO,
The key benefits from the program has been exposure to realistic case studies,hands-on learning on Marketing aspects and curriculum. All the sessions taken byPrashant Mishra were great.
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What the alumni say about this program
SARVESH MISHRA,
AGM Schneider Electric,
Program has made me better equipped to carry all marketing campaignsand make a balanced analysis of all situations and numbers.
SEEMA ARORA,DGM Branding, Marketing Communication & PR, Bharti Corporate
Interactivity was the most liked feature of the program. Some of thecase studies are very relevant to our current job profile. EspeciallyClassroom sessions open up different perspectives of the same problem.
HIMADRI SHEKAR ROY,Executive Vice President Indiainfoline Ltd.
I have found the technology; content and presentation are the bestfeatures of this program.
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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% and/or Post-Graduation%[Graduation Marks sheets for all years]
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 Payslip]
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About IIM Calcutta
The Indian Institute of Management Calcutta (IIM Calcutta) wasestablished as the first national institute for Post-Graduate Studies andResearch in Management by the Government of India in 1961 and is
reputed to be one of Asias finest business schools. IIM Calcutta has been playing a pioneering role in professionalising Indian
management through its Post-Graduate and Doctoral Level Programs,Executive Training Programs, Research and Consulting Activities
For more information about the institute, please visit www.iimcal.ac.in
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About Program Director
Prof. Prashant Mishra
Associate Professor IIM Calcutta
Academic Background Ph.D. & MBA (Devi Ahilya University)
Work Experience June 2004 till date : Indian Institute of Management Calcutta
April 2004 - June 2004 Narsee Monjee Institute of ManagementStudies Mumbai
July 2001 to March 2004 : Nirma Institute of ManagementAhmedabad
July 1998 to July 2001: PIMR Indore
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SYNCHRONOUS LEARNING - NIITIMPERIA
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26 Classrooms across 21 Cities in India
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
CLASSROOM VIEW
NIIT IMPERIA - TECHNOLOGY EDGE
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REPLICATION OF LIVE CLASSROOM
SYNCHRONOUS LEARNING
Full features of face-to-faceteaching
Raised-hand-seeking-teacher's-attention
Click here to play NIIT
Imperia Video
Tabulation of responses
Quizzes randomly created by theteacher
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Call Us At 18002660304
orWrite to [email protected]
Please Click Here to register for Information Session
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