Advanced Programme for Marketing Professionals (APMP) – TimesTSW


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 not only makes the business viable and efficient but also makes the business reasonably immune to sudden and inevitable environmental changes.

IIM Calcutta’s Advanced Programme for Marketing Professionals is a one year programme especially designed for sales and marketing professionals to imbibe cutting edge approaches in incorporating marketing strategies to tackle rapid consumer interest. Features of this intuitive programme includes interactive learning sessions and intensive in-campus learning at IIMC Campus, Kolkata. The programme curriculum has been developed to impart cutting-edge knowledge on both strategic and tactical challenges in sales and marketing of products and services.

Who Can Attend

  • Middle to senior level executives in sales and marketing function from both product and service marketing organizations.
  • Participants looking for cutting-edge knowledge on both strategic and tactical issues in sales and marketing of products and services (including consumer and institutional markets)
  • Working professionals with a minimum of five years of work-experience in sales/marketing/operations/customer/marketing analytics.

Key Learning Outcomes

  • Advanced knowledge on sales and marketing theory and practice
  • Develop advanced competencies in effective marketing strategy
  • Appreciate the complexities posed by the interrelationship of marketing-mix elements
  • Internalize the wider organisational context of marketing and decision making

Programme Highlights:

  • One year programme comprising of intensive learning via Interactive Learning Platform and in-campus sessions at IIM Calcutta
  • Convenient learning schedule for working professionals. 6 Days in-campus sessions at IIM Calcutta by eminent faculties
  • Peer learning through rich student profile & networking opportunities
  • Certificate of completion from IIM Calcutta
  • Execution Education Alumni Status

Programme Content:

  • Marketing Management
  • Marketing Research and Analytics
  • Financial Acumen for Sales and Marketing
  • Organizational and People Issues in Marketing
  • Negotiation Skills for Marketing and Sales
  • Consumer Behavior
  • Product and Brand Management
  • Services Marketing
  • B2B Marketing
  • Sales and Distribution Management
  • Integrated Marketing Communications
  • Strategic Aspects of Marketing
  • Contemporary Issues in Marketing

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 3 years Diploma after class XIIth with minimum 50% marks from recognized institutions like AICTE etc./state govt. bodies are also eligible for the program
  • 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.
  • Minimum 5 years of professional work experience after graduation


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.

Class Schedule
The classes will be conducted once a week.

Saturday: 9:00 AM to 12:00 PM

Campus Visit:

Two 3-day in-campus sessions will be conducted at IIM Calcutta Campus. Kolkata ( One each at the beginning and at the end of the programme)

Important Dates

Application End Date 31th August, 2019
List of Selected Candidates Rolling- every month
Programme Start Date 7th September, 2019
Date for 1st Campus Visit 14th to 16th October, 2019
Programme End Date September, 2020

Programme Fee Structure

Processing Fee  INR 10,000/-*
Course Fee  INR 2,30,000/-*
Campus Fee  INR 36,000/-*
Total Fee  INR 2,66,000/-*

*Excludes GST @18%

Processing fee contains INR 2,500 towards application fee & INR 7,500 towards the total course fees.
Processing fee of INR 10,000 is refundable in case the participant’s profile is rejected by IIM Calcutta


Programme Fee Installment Schedule

5th September, 2019 5th December, 2019 5th March, 2020 5th June, 2020
INR 59,000/-* INR 66,500/-* INR 66,500/-* INR 66,500/-*

*Excludes GST @18%


Programme Directors


Prof. Ramendra Singh

Prof. Ramendra Sing has been associated with IIM Calcutta for over 10 years and is engaged in the field of training, consulting, teaching and research in Marketing with an emphasis on Sales & Distribution Management, B2B marketing, Channel Management and Marketing to Bottom-of-Pyramid. He started his career with Indian Oil Corporation Ltd in the field of oil lubricants and petroleum, New Products & Business Development, Micro Financing and Asset Backed Securitization. After 8 years of industry experience, he moved into teaching and research. He has conducted several programs and served the companies like ICICI Bank, SRF Limited, SBI Capital Markets, Esso Petroleum, Indian Oil Corporation Ltd. His research interest Includes Customer orientation, salesperson’s performance, buyer-seller relationships, marketing to bottom-of-pyramid, Karma and its role for boundary spanning employees.

Suren Sista

Prof. Suren Sista

Prof. Suren Sista holds the Professorship of advanced research methodology and Relationship Marketing. His primary research focuses broadly on the topics of Relationship Marketing, International Marketing, Sports Marketing, and Marketing Communication, Research Methods. His work asks, and seeks answers to, what makes for effective advertising and what motives underlies consumer consumption. To answer these questions Suren draws on his rich training in research and analytics. His work has appeared in leading journals. In recognition of his commitment to teaching excellence Suren awarded Dr. D C Pavate Research Fellowship in Management, Cambridge Judge Business School, University of Cambridge, 2010.

Programme Duration

12 months

Processing Fees

INR 10,000 + Applicable GST

Programme Fee

INR 2,68,500 + Applicable GST

IIM-C Advanced Programme for Marketing Professionals

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