Advanced Programme for Marketing Professionals (APMP)

Programme Overview

Programme Objective

The Advanced programme for Marketing Professionals (APMP) of IIMC is a distance education certificate programme.

The sales and marketing function at any organization forms the back bone of the business. A proper and scientific approach to sales and marketing function can not only make the business viable and efficient but also makes the business reasonably immune to sudden and inevitable environmental changes. The one year course is developed with the clear focus of sales and marketing for big corporate, small and medium enterprises and also for entrepreneurs.

The programme aims at helping participants in the following ways:

To learn cutting edge knowledge about sales and marketing theory and practice
To develop knowledge and competence for effective market planning and execution
To learn and appreciate challenges of complexities posted by the interrelationship of various market mix elements (e.g. Product, price, promotion) and ways and means of building effective response
Appreciate the organizational context of marketing decision making and issues thereof
Groom themselves for higher roles in sales and marketing function.

The programme is broadly divided into two courses – the Foundation Course and the Advanced Course

Programme Directors

Professor Ramendra Singh

Marketing

Professor Suren Sista

Marketing

Who Should Attend

The programme is targeted at the middle to senior level executives in sales and marketing function looking for cutting edge knowledge on both strategic and tactical issues concerning sales and marketing functions in the business in order to prepare them to take higher responsibilities. The programme aims at augmenting professional capabilities of mid-career professionals in sales and marketing functions by imparting knowledge about market planning issues, challenges and complexities arising out of interrelationship of marketing mix elements and appreciates the organizational context of sales and marketing decision making.
Candidates should have 50% or higher in graduation (10+2+3/10+2+4/10+2+2 /11+1+3) from a recognized university (UGC/AICTE/DEC/AIU) to be eligible. Candidates with minimum three years Diploma after class XIIth from recognized institutions like AICTE etc./state govt. bodies are also eligible for the program. Marks for all (3 or 4) years to be included for calculating graduation percentage.Those candidates who have less than 50% marks in graduation but have more than 50% marks in Post-Graduation (from a recognized university) are also eligible for the program.
Candidates should have a minimum of five (05) years of full-time paid experience at the time of application. This should be after the graduation degree / Qualifying degree is complete and should be working at the time of filling up the application form

Programme Duration and Delivery

The programme will be delivered through online platform once in a week (Saturday 9.00 am -12.00 pm).
Campus –2 campus visits of 8 days (one visit of 3 days & one visit of 5 days).
The campus visits will be conducted subject to the evolving pandemic situation and will depend on government and institute regulations, advisories and guidelines related to the pandemic.

Pedagogy

Each course will be taught with the help of case studies, live corporate examples and general discussions. In order to provide greater industry insights, practitioners would also be invited to share their experiences.

Programme Content

The programme will comprise the following modules:

Why Consumers Buy?

Building Blocks of Marketing
STP
Problem Recognition and Information Search
Understanding Decision-making and Post-purchase Evaluation
Learning, Motivation, Attitudes
Understanding Influence - Individual, Societal, Cultural, etc.
B2B Marketing Decision-making Process

Understanding Markets

Research Framework and Research Problem
Qualitative Research
Quantitative Research

Financial Acumen for Marketing

Understanding Cash Flows
Understanding and Managing Outstanding Cycle
Understanding Costs - Direct, Indirect, Variable
NPV & IRR

Managing Teams

Understanding Teams
Goal Setting, Performance Appraisal, Counselling

Workshop on Negotiation skills for Sales & Marketing

Principled Negotiations
Single and Multi-issue Negotiations

Managing Products, Services and Brands

Product Management
Managing Services
- Brands and Branding

Managing Sales, Channels, Retail

Managing the Salesforce
Sales Management
Managing Retailing and Distribution

Integrated Marketing Communications

Basics of Marketing Communications
Understanding Media
Digital Marketing
- Social Media Marketing

Contemporary Issues in Marketing

Marketing Analytics
Emerging Issues in Marketing

Formulating & Designing Marketing Strategy

Marketing Planning
Positioning Strategy
Pricing Strategy
- New Product Strategy

Programme Sample Certificate

Alumni Status

LDP participants who complete the programme successfully become the Alumni of IIMC Executive Education, which currently has over 30,000 members.
LDP Alumni are given an email-id in the IIM Calcutta domain.
LDP Alumni can register in the IIM Calcutta Alumni portal either with this email-id or with their personal email-ids. The IIM Calcutta Alumni portal is a common platform for Alumni of all programmes of the Institute to interact with each other and stay connected with the Institute.
The Institute shares newsletters, important news and articles about the Institute and its activities, the achievements of the Institute's faculty, staff, students and alumni, upcoming events and programmes etc., on the portal.
Alumni can post their achievements, write about jobs or LIVE project opportunities for other alumni to see.
The IIM Calcutta alumni network can also be accessed on mobile phones through the mobile app.
Executive Education Alumni are entitled to a discount of 5% on the programme fee if they opt to do another LDP.
By using the different features of the IIM Calcutta portal, alumni across programmes can engage with each other in many meaningful ways. It is up to the alumni themselves to leverage the platform