IIM Calcutta Advanced Programme for Marketing Professionals

Course Starts:


Admission: Coming Soon

Delivery type

Classroom in your city

Course Duration

12 Months

Deadline to apply

Tentative Start date - May 2020

Course fee

₹ 2,66,000

Class timings

Saturdays: 9:00 a.m. to 12:00 p.m.

Course Overview

“Make your marketing so useful people would pay you for it.” – Jay Baer The sales and marketing function at any organisation forms the back bone of the business. A proper and scientific approach to the sales and marketing function not only makes the business viable and efficient but also makes the business reasonably immune to sudden and inevitable market changes.

Programme Overview

IIM Calcutta’s Advanced Programme for Marketing Professionals (APMP) 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. The programme curriculum has been developed to impart knowledge on both strategic and tactical challenges in sales and marketing of products and services. Features of this intuitive programme include interactive learning sessions and intensive in-campus learning at IIMC Campus, Kolkata.

Programme Highlights

Besides inculcating a pride of being a part of IIM Calcutta, one of the top 10 B-Schools in India and the pioneers of interactive learning in the Asia Pacific region, the programme offers participants lasting value.

  • One-year programme comprising of intensive learning via Interactive Learning Platform and in-campus sessions at IIM Calcutta
  • Convenient learning schedule for working professionals
  • Six days of in-campus sessions at IIM Calcutta by expert faculty
  • Peer learning through rich student profile & networking opportunities
  • Get IIM Calcutta Certification and Executive Education Alumni status
Learning Outcomes
  • Develop advanced competencies in effective marketing strategy
  • Appreciate the complexities posed by the inter-relationship of marketing-mix elements
  • Internalise the wider organisational context of marketing and decision-making
  • Advanced knowledge on sales and marketing theory and practice

Course Detail


The course curriculum is structured into Foundation and Advanced course modules.

Foundation Courses

  • Marketing Management
  • Marketing Research and Analytics
  • Financial Acumen for Sales and Marketing
  • Organisational and People Issues in Marketing
  • Negotiation Skills for Marketing and Sales

Advances Courses

  • Consumer Behaviour
  • Product and Brand Management
  • Services Marketing
  • B2B Marketing
  • Sales and Distribution Management
  • Integrated Marketing Communications
  • Strategic Aspects of Marketing
  • Contemporary Issues in Marketing

The programme will ensure intensive immersion through the Interactive Learning (IL) platform as well as in-campus sessions. Teaching methodologies include:

  • Interactive Learning
  • Live Corporate Examples
  • Case Studies
  • Group Discussions
  • Projects & Assignments
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.

Pan India Network of Learning Centres

53 learning centres spread across 37 cities all over India.

Class Schedule

The classes will be conducted once a week.

  • Each class will be of 3 hours.
  • Saturday 9.00 a.m. to 12.00 p.m.
In-campus Modules

Besides sessions delivered across the Interactive Learning platform, the programme includes 6 days of in-campus modules of face-to-face sessions at the135-acre IIMC campus in Kolkata. Split into 2 visits of 3 days each (one each at the beginning and end of the course), the in-campus sessions would be held by IIMC faculty.

Who Should Attend
  • Middle to senior level executives in the areas of sales/marketing/operations/customer relations/marketing research will find the programme useful to increase their productivity and growth.
  • Participants looking for cutting-edge knowledge on both strategic and tactical issues in sales and marketing of product and services.
Eligibility Criteria
  • Graduation in any discipline with minimum 50%
  • Candidates with 3-year Diploma after class 12 with minimum 50% marks from recognised institutions like AICTE/State government bodies etc. are also eligible for the programme
  • Candidates who have less than 50% marks in graduation but have more than 50% marks in Post-Graduation (from a recognised university) are also eligible for the programme
  • Minimum 5 years of professional work experience after graduation


Assessment and Certification

  • Evaluation Methodology includes Written Tests, Assignments, Online Examination, Quizzes, etc.
  • An examination will be held for each course. Participants will be given any one of the following grades: “Excellent”, “Good”, “Fair” and “Poor”.
  • Evaluation method to be chosen by faculty members teaching respective courses.

Candidates will successfully complete the programme if they have met the attendance requirements and have received “Poor” grade in not more than two modules. Successful candidates will receive a “Certificate of Successful Completion” from IIM Calcutta. Those with requisite attendance but unable to complete successfully will receive a “Certificate of Participation”. Giving feedback is an integral part of the completion requirements of the programme.

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

*Excludes FGST at 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.
On Selection 5th December, 2019 5th March, 2020 5th June, 2020
INR 59,000/-* INR 66,500/-* INR 66,500/-* INR 66,500/-*

*Excludes FGST at 18%

Important Dates
Application End Date 31st August, 2019
List of Selected Candidates Rolling – every month
Date of 1st Instalment On Selection
Induction Date 7th September, 2019
Date of 1st Campus Visit 14th to 16th October, 2019
Programme End Date September, 2020