IIM Lucknow Executive Programme in Sales & Marketing

Course Starts: 23rd August 2020


Admission: Closed

Delivery type

Classroom in your device

Course Duration

10 Months

Deadline to apply

09th August 2020

Course fee

1,98,000 + GST

Class timings

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

Course Overview

Sales and marketing are the two critical functions for any business, be it a product or service. While marketing is about creating and spreading awareness about the product or service, sales equates to revenue (an organisation’s top line figures) that keeps an organisation running and sustainable. While these two business functions are different, they both share a common goal: to attract prospects and convert them to customers, ultimately generating revenue.

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

Also note that all campus visits shall be conducted once the Government lifts the travel ban and permits the reopening of educational institutes. Candidates will be given appropriate time to plan their travel and itinerary.

Programme Overview

The Executive Programme in Sales & Marketing is a comprehensive course that integrates contemporary knowledge, skills, tools and techniques in Sales and Marketing functions. Taught by expert and eminent faculty of IIM Lucknow, the ten-month programme is designed to empower participants with a thorough understanding of theoretical principles as well their application to practical aspects of a business. The Direct-to-Device programme (Live lectures accessed by participants on their smartphone/tablet/laptop/desktop) comprises of a 3-day, on-campus module at the beginning of the programme. All participants will have access to IIM Lucknow’s Learning Management System with the flexibility to reach out to the faculty for queries and clarifications at any time throughout the duration of the course.

Programme Highlights

  • Contemporary Marketing programme taught by expert and experienced faculty
  • Comprehensive knowledge of various aspects in marketing and concepts along with digital & social media as marketing tools
  • Ten-month course delivered via live online lectures accessed by participants through their smartphone, tablet, laptop, or desktop
  • One 3-day mandatory on-campus session at IIM Lucknow campus
  • Convenient schedule for working professionals
  • Peer learning and networking opportunities
  • Certificate from IIM Lucknow along with IIM Lucknow MDP alumni status upon course completion

Programme Content


Module 1:
1. Marketing Management

    The objective of this course is to develop the participants’ analytical skills, conceptual abilities and substantive knowledge in the field of marketing management. It seeks to achieve the stated objectives by helping them undergo meaningful exercises in decision making in a variety of real life marketing situations.

  • Fundamental Concepts
  • Environmental Analysis for Marketing Decisions
  • STP Strategy
  • 2. Consumer Behaviour
    The objective of this course is to develop the participants’ analytical skills, conceptual abilities and substantive knowledge in the field of marketing management. It seeks to achieve the stated objectives by helping them undergo meaningful exercises in decision making in a variety of real life marketing situations.

  • Motivation
  • Learning
  • Attitude
  • Information processing
  • Personality Dimensions
  • 3. Marketing Research Analytics
    The objectives of this course are to develop the participants’ appreciation for the field of marketing research. It seeks to achieve the objectives by helping the participants undergo meaningful exercises in decision making in a variety of real life marketing situations.

  • Marketing Research Process & Problem Formulation
  • Research Design & Methodology
  • Data Organization and Analysis
  • Module 2
    1. Sales and Distribution Management
    To provide participants with an understanding of the important role that the sales and distribution activities can play in organizational success. It seeks to highlight the major decision areas within sales and distribution and to provide analytical frameworks and approaches that will facilitate decision making

  • Channel Design Issues
  • Evaluating, motivating and controlling channel members
  • Sales Force Organization & Sales Territory Design
  • 2. Brand Management through IMC
    Understand the core concepts of Brand Management and Integrated Marketing Communication. Develop competitive and positioning strategies and to select the target audience(s) for the IMC campaign plan.

  • Fundamentals of Branding
  • Branding Architecture
  • Choosing a marketing communications mix
  • Structuring an IMC campaign
  • 3. Strategic aspects of Marketing
    The course has been designed to familiarize students with the strategic and holistic aspects of marketing, their practical implications in real world. This course is positioned as a capstone course in marketing.

  • To understand the application of marketing strategies theories in real practices
  • To learn the role of marketing and strategy in the overall corporate planning process.
  • To understand how practically different functions of marketing viz, product, price, sales, distribution, and promotion can be applied practically
  • Module 3:
    1. BOP and Rural Markets
    The course uses theories of rural, BOP and subsistence marketing to help understand these markets and consumers. The course makes an attempt to sensitize the participants to these realities through case studies and projects. The course aims at helping the participant’s think-through marketing as a solution to many challenges which these consumers’ face.

  • Perspectives: BOP, Subsistence and Rural Markets
  • Interventions: Market-based and Social Business
  • Product and Services Innovation for BOP/rural markets
  • 2. Retail Management
    Understand the linkage of Business Strategy, Marketing Strategy and Retail Strategy. Make the students aware about different Strategic Retail interventions and their economic potential. Facilitate good understanding of present Retail Scenario in the e Commerce era.

  • Fundamentals of Retail
  • Retails Formats
  • Merchandising
  • Location & Layout
  • 3. Digital Marketing and Social Media
    The Internet may be accessed through a variety of devices, including mobile phone, tablets, or personal computers. The Internet (and accessing it through various devices), today, is an important component of any company’s channel mix or media mix. The access and use of the Internet also give rise to content that is digital in nature, and often imbue an essence that is significantly different from traditional marketing channels and approaches. Therefore, an in-depth understanding is essential for harnessing the marketing potential that this maturing medium offers. The opportunities, problems, tactics, and strategies associated with incorporating the Internet into the marketing function are examined.

  • Search engine optimization (SEO),
  • Advertising on the Internet (PPC, PPM),
  • Social media marketing,
  • Social media ROI, e-mail marketing, and Web analytics
  • Pedagogy

    The programme offers an interactive learning experience with live virtual sessions. The pedagogy follows a judicious blend of instruction methodologies that include:

    • Lectures
    • Real-life Case Studies
    • 360-degree view for core courses
    • Group Discussions
    • Exercises
    Learning Outcomes

    After attending the programme, participants will be able to:

    • Understand Theories & Working Principles of Sales & Marketing
    • Create Strategic and Tactical Frameworks of Sales & Marketing
    • Evaluate Contribution Margin of each entity in Sales & Marketing
    • Analyse Efficacy of Sales & Marketing Strategy
    • Apply Tools & Techniques of Digital Marketing & Analytics
    • Live online lectures accessed by smartphone/tablet/laptop/desktop
    • Mandatory on-campus module of 3 days at IIM Lucknow campus at the beginning of the course
    • The programme will be conducted over the course of 10 months
    Class Schedule
    • Sundays: 9:00 A.M. to 12:00 P.M.
    Who Should Attend

    The programme is ideal for executives who are engaged in functional roles in the field of sales and marketing and are keen to upgrade their skills and competencies for a greater role/career in the field. However, based on their specific educational disciplines and interests, participants from varied backgrounds who are seeking a career in the areas of marketing and sales too can be a part of this programme.

    Eligibility Criteria
    • Sales and Marketing professionals with at least 4 years of work experience.
    • Any graduate with minimum 50% marks in graduation
    • Working knowledge of Microsoft Office and Power Point
    Attendance Criteria

    A minimum attendance of 75% is a pre-requisite for the successful completion of the course and to be awarded the certificate of completion.

Faculty (Programme Directors)

Assessment & Certification

There are periodic evaluations built in throughout the duration of the course. Assessment maybe held in a form of a quiz, assignment, exercise and project report. The evaluations are designed to ensure continuous student engagement with the course and encourage learning. Students who successfully clear the same along with the requisite attendance criteria (minimum 75%) will be awarded a Certificate of Successful Completion from IIM Lucknow. Candidates will not qualify for Successful Completion if they fail in more than two courses. Those with requisite participation but unable to complete successfully will receive a Certificate of Participation.

Programme Fees & Schedule

Total FeesProcessing Fee**INR 10,000/-** + Taxes
Programme Fees (inclusive of Books/Study material fee)INR 1,88,000/-** + Taxes
IIM-L MDP Alumni FeeINR 10,000/-+ Taxes
Total Fee (excluding application fee)INR 1,98,000*** /- + Taxes
*GST as per prevailing rate is applicable & will be collected additionally from the candidate/participant. Current GST rate is 18%.
**At the time of application, Processing Fee of INR 10000 will be charged. Processing fee contains INR 2,500 towards application fee & INR 7,500 towards the 1st instalment of Programme Fees.  Processing Fee of INR 10,000 is refundable in case the participant’s profile is rejected by IIM Lucknow
*** Course Material, Boarding & Lodging during the campus stay is inclusive in Total Fee
Installment Schedule Installment 1Installment 2Installment 3Installment 4
DateOne week from the offer roll out date10th October, 202010th December, 202010th February, 2021
Amount (INR)INR 42,000*INR 49,500*INR 49,500*INR 49,500*
*Excludes GST at 18%
** Effective 1st Instalment after deducting INR 7500 received at time of application (INR 49500 – INR 7500 = INR 42000)
Important DatesApplication Closure Date09th August, 2020
Last Date of 1st InstallmentOne week from the offer roll out date
Academic Orientation23rd August, 2020
Campus Module Date*TBD