IIM Calcutta Advanced Programme for Marketing Professionals

Course Starts: 7th November 2020

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Admission: Open

Delivery type

Classroom in your city

Course Duration

12 Months

Deadline to apply

4th October 2020

Course fee

₹ 3,00,000 + GST

Class timings

Saturdays: 9:00 AM to 12:00 PM

Course Overview

Sales and Marketing are integral and interlinked functions in any organisation where marketing plays a crucial role in supporting sales. The marketing function does much more than the core activity of identifying the ideal customers, drawing their attention and taking the product or service to them. It enables building relationships with the customers, gaining competitive advantage, increasing revenues and brand building, among others, making it a critical function in any organisation. Due to COVID-19, Government has advised against all kinds of public gathering till further notice. For us, safety of our learners is important and hence the programme will be delivered over Direct-to-Device platform i.e. (D2D) where you can access online interactive lectures which will get delivered on your desktop/laptop/mobile. Once the situation improves, the programme shall then be delivered at our designated Centres

Programme Overview

The sales and marketing function at any organisation forms the back bone of the business. A proper and scientific approach to sales and marketing function not only makes the business viable and efficient but also makes the business reasonably immune to sudden and inevitable environmental changes. APMP is a one-year programme especially designed for sales and marketing professionals to hone their skills in the domain. It helps impart knowledge on both strategic and tactical challenges in sales and marketing of products and services.

Did you know?

  • Sales and Marketing Professionals Topped the List of 10 most in-demand jobs in India in 2019 – LiveMint
  • In the Manpower Group’s 2019 Talent Shortage Survey, 19% of the surveyed companies said that the most in-demand job role for them included sales and marketing representatives and managers.
Programme Objectives
  • Develop advanced competencies in effective marketing strategy
  • Appreciate the complexities posed by the inter-relationship of marketing-mix elements
  • Internalize the wider organisational context of marketing and decision-making
  • Gain advanced knowledge in the theory and practice of sales & marketing
  • Groom the participants for higher roles in sales & marketing
    Improve managerial and leadership capabilities of participants

Programme Content

Foundation Courses

Marketing Management Fundamentals

  • Understanding building blocks of marketing

Marketing Research Fundamentals

  • Research Framework and Research Problem
  • Qualitative Research
  • Quantitative Research

Financial Acumen for Sales and Marketing

  • Understanding Cash Flows
  • Understanding and Managing Outstanding Cycle
  • Understanding and managing Costs

Organizational and People Issues in Marketing

  • Understanding Teams
  • Goal Setting, Performance Appraisal, Counselling

Negotiation Skills for Marketing and Sales

  • Principled Negotiations
  • Negotiation under various scenarios

Advanced Courses

Consumer Behavior

  • Understanding influence of consumer characteristics on buying behaviour
  • Understanding influence of psychological processes on consumer response to Marketing
  • Understanding consumer decision-making behaviour

Managing Products, Services and Brands

  • Product Management
  • Managing Services
  • Managing Brands and Branding

B2B Marketing

  • B2B Marketing Decision-making Process
  • Identifying and Managing Key Accounts

Sales and Distribution Management

  • Managing the Salesforce
  • Sales Management
  • Managing Retailing and Distribution

Integrated Marketing Communications & Digital and Social Media Marketing

  • Basics of Integrated Marketing Communications
  • Understanding Media
  • Digital Marketing
  • Social-media Marketing

Marketing Analytics

  • Basics of Data Classification and Analysis
  • Multi-variate Analysis to aid Marketing Decision-making

Strategic Aspects of Marketing

  • Marketing Planning
  • Positioning Strategy
  • Pricing Strategy
  • New Product Strategy

Emerging Issues in Marketing

Programme Highlights

Opportunity to be a part of IIM Calcutta, India’s one of the top 10 B-Schools

Taught by select faculty from IIM Calcutta

1 year programme with weekend classes suiting working professionals

Intensive learning via Interactive Learning Platform

5 days in-campus sessions at IIM Calcutta

Peer learning through rich student profile & networking opportunities

IIM Calcutta Certification and Executive Education Alumni status

A popular programme with the 11th batch being launched in 2020

Course Detail

Pedagogy

Participant centric (case-based) pedagogy with special emphasis on experiential learning.

  • Interactive Learning
  • Live Corporate Examples
  • Case Studies
  • Group Discussions
  • Projects & Assignments
  • Sessions by industry practitioners for providing greater industry insights
Programme Objectives
  • Develop advanced competencies in effective marketing strategy
  • Appreciate the complexities posed by the inter-relationship of marketing-mix elements
  • Internalize the wider organisational context of marketing and decision-making
  • Gain advanced knowledge in the theory and practice of sales & marketing
  • Groom the participants for higher roles in sales & marketing
  • Improve managerial and leadership capabilities of participants
Programme Delivery

The Interactive Learning component forms the core of the APMP programme. Instructors facilitate learning via two-way audio/video synchronous telecommunication mode from the studios set up at IIM Calcutta campus. The technology allows the instructor to use slide presentations, video, audio, whiteboards, etc., to effectively communicate ideas and interact with participants. The programme will be delivered through classes held at TPL Centres.

Pan India Network of Learning Centres

70 learning centres spread across 43 cities all over India

Class Schedule

The classes will be conducted once a week.

  • Each class will be of 3 hours.
  • Saturday 9.00 AM to 12.00 PM
In-campus Modules
  • Besides sessions delivered across the Interactive Learning platform, the programme includes 5 days of in-campus modules of face-to-face sessions at the 135-acre IIMC campus at Kolkata.
  • Split into 2 visits of 3 days each (one each at the beginning and end of the programme), the in-campus sessions would be conducted by IIMC faculties.
Who Should Attend
  • Middle to Senior level executives in the areas of sales/marketing/operations/customer relations/marketing analytics, aiming for increased productivity and growth
  • PParticipants looking for cutting-edge knowledge in both strategic and tactical issues of sales & marketing of products and services (including consumer and institutional markets)
Eligibility Criteria
  • Graduation (10+2+3/10+2+4/10+2+2 /11+1+3) from a recognized university (UGC/AICTE/DEC/AIU)
  • Candidates with minimum three years Diploma after class XIIth from recognized institutions like AICTE etc./State Govt. bodies, are also eligible
  • 50% or higher marks in graduation. Marks for all (3 or 4) years to be included for calculating graduation percentage
  • Candidates with less than 50% marks in graduation but more than 50% marks in Post-Graduation (from a recognized university) are also eligible
Work Experience
  • Candidates should be working at the time of filling up the application form
  • Candidates should have a minimum of 5 years of full-time paid experience at the time of application. This should be after the graduation degree/qualifying degree is complete

Faculty

Assessment and Certification

  • Evaluation Methodology includes Written Tests, Assignments, Online Examination, Quizzes, etc.
  • An examination will be held for each course
  • Evaluation method to be chosen by faculty members teaching respective courses
Certification

After successful completion of the programme, students will be conferred with Advanced Programme for Marketing Professionals directly by IIM Calcutta.

Dates and Fees

Programme Fee Structure
DomesticInternational
Registration FeeINR 8,000/-+ GSTINR 9,000 + GST
Processing FeeINR 10,000/- +GST (Processing fee contains INR 8,000 towards Registration fee & INR 2,000 towards the programme fees. <br>

Processing fee of INR 10,000 is refundable in case the participant’s profile is rejected by IIM Calcutta)

INR 10,000/- +GST (Processing fee contains INR 9,000 towards Registration fee & INR 1000 towards the programme fees. <br>

Processing fee of INR 10,000 is refundable in case the participant’s profile is rejected by IIM Calcutta

Programme FeeNR 2,60,000/- + GSTINR 3,25,000 + GST
Campus Visit Charges for on-campus stay*INR 40,000/- + GSTINR 40,000 + GST
Total Fee (Excluding registration fee and including on campus stay charges)INR 3,00,000 + GSTINR 3,65,000 + GST

*Excludes FGST at 18%

Off-Campus Stay

  • Candidates will have the option of making their own stay arrangements during the campus modules
  • They will be required to opt for this option at the time of registering for the programme. No change will be allowed later.
  • The campus visit fee for participants staying off campus during the campus modules will be INR 5000/- per day plus GST. Total Amount to be paid: Rs. 25,000+GST
  • Collection of Fee
    Fees is collected in name of BCCL(TPL)

    Instalment Schedule
    IInstallment IIInstallment IIIInstallment IVInstallment V
    DateAt the time of registrationWithin one week of Offer letter roll-out date10th Jan, 202110th Mar 202110th May 202110th Aug, 2021
    Amount to be paid by Domestic ParticipantsINR 2,000INR 42,000INR 54,000INR 54,000INR 54,000INR 54,000
    Amount to be paid by International ParticipantsINR 1000INR 59,000INR 68,000INR 68,000INR 68,000INR 61,000

    Instalment Schedule for Campus Fee

    DateTo be paid 45 days prior to campus scheduled date
    Amount to be paid in case of opting in-campus stayINR 40,000 + GST
    Amount to be paid in case off-campus stayINR 25,000 + GST

    *Excludes GST at 18%

    Important Dates
    Application Closure Date4th October 2020
    Date of 1st InstallmentWithin one week of offer letter roll out date
    Academic Orientation7th November 2020
    Date of Online class21st November 2020