Achieving Excellence in Marketing: Programme for Marketing Leadership Batch-1
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.
Marketing managers play a critical role not only in the formulation and execution of an organisation’s marketing strategy but also in shaping its overall business strategy. Consumers are becoming increasingly demanding with increasing competition, rapid enhancement in technologies, and fast changes in marketplaces. Marketers must continuously acquire new knowledge and skill sets and sharpen their marketing skills and competencies. The marketing leaders must be multifaceted, serving as brand stewards, innovative storytellers, experts on customer centricity, and drivers of growth. With the rise of digital disruption, machine learning, artificial intelligence (AI), and blockchain technologies, they must also understand emerging technologies and be skilled at deploying them to develop superior marketing strategies and measure their effectiveness.
The programme will enable participants to develop a superior understanding of strategic marketing and planning, which can help them make crucial marketing decisions effectively.
Programme Duration: Spread over 6-7 Months
Mode of Delivery: The programme will be delivered on JITMRL platform through direct-to-desktop [D2D] held once a week and campus modules at IIM Ahmedabad. Please note that the online sessions will not be recorded.
Frequency: Once a week
Class Schedule: Every Saturday from 6:30 PM to 9:30 PM
Evaluation Methodology
IIM Ahmedabad shall carry out the examination and evaluation required for certification.
Participants are evaluated based on examinations for all the courses. Participants will be given any one of the following grades: “Satisfactory Plus” (S+); “Satisfactory” (S); “Unsatisfactory” (U). A participant will be asked to leave the programme and the fees will then be forfeited in any of the following cases:
- If a participant gets 2nd “U” for academic indiscipline wherein Academic Indiscipline includes cheating/copying/plagiarism in assignments and examinations and facilitating cheating in any way or is found having integrity issue during the programme.
- If a participant gets 3rd “U” for under-performance.
- If a participant gets 1 “U” for academic indiscipline and 2 “U” s for underperformance.
- The norms of the programme require a participant to attend at least 80% of attendance to become eligible to receive the certificate, failing which a participant won't be awarded the certificate.
Evaluation by: IIM Ahmedabad
Certification
At the end of the programme, eligible participants will receive a Certificate of Completion (CoC) of the programme from IIM Ahmedabad subject to the assessment and fulfilment of attaining overall 80% attendance.
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.
Eligibility and Admission Criteria
- Educational Qualification: Applicants must be working professionals with a graduate degree (10+2+3 or equivalent) in any discipline, with a minimum of 50% marks.
- Work Experience: Participants must be in mid to senior roles involved in marketing strategy at the time of application for the programme.
- This programme is positioned for mid to senior-level marketing executives and entrepreneurs who are managing and leading the marketing function in the organisation.
- The eligible candidates will be selected based on their educational and professional background and motivation based on the application form submitted.
- Applications with Credentials & Corporate Nominations – Selections will be based on a detailed profile of the candidate in his own words elaborating his academic record, profile, designation, salary, roles, responsibilities, job description along with his statement of purpose and evaluations of the applicants either individually or collectively or both by IIMA.
Service Provider: Jaro Education
HOW TO APPLY
Interested candidates may apply using the application link:
https://enrollment.jaroeducation.com/online/student_register
Or call on Mobile 75065 05142 for assistance
Contact details (from IIMA): Phone: +91-79-7152 6300; or write to inquiry-blp@iima.ac.in
- 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.
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
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.
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.
