Delivery type

Direct To Device

Course Duration

One Year

Deadline to apply

18th November, 2021

Course fee

₹ 3,40,000+GST (Excluding Registration Fee)

Class timings

Saturday – 9:00 a.m. to 12:00 noon

Programme Overview

Programme Content

• Building Blocks of Marketing
• 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
• Identifying and Managing Key Accounts

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

• Understanding Cash Flows
• Understanding and Managing Outstanding Cycle
• Understanding Costs - Direct, Indirect, Variable

• Understanding Teams
• Goal Setting, Performance Appraisal, Counselling

• Principled Negotiations
• Single and Multi-issue Negotiations

• Product Management
• Managing Services
• Brands and Branding

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

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

• Marketing Analytics
• Emerging Issues in Marketing

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

Programme Highlights

Course Detail

Programme Objectives
Programme Delivery
Campus Immersion
Who Should Attend
Eligibility Criteria
Admission Criteria

Programme Directors

Prof. Ramendra Singh

Prof. Ramendra Singh

Programme Directors

Prof. Ramendra Singh has been 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 Securitisation. After 8 years of industry experience, he moved into teaching and research. He has conducted several programmes and served companies like ICICI Bank, SRF Limited, SBI Capital Markets, Esso Petroleum, and Indian Oil Corporation Ltd. His research interests include customer orientation, salesperson’s performance, buyer-seller relationships, marketing to Bottom-of-Pyramid, Karma and its role for boundary spanning employees.

Assessment and Certification

Attendance Criteria
Certification & Alumni Status
Sample Certificate

Dates and Fees

Success Stories

Anu Abraham

Anu Abraham

Chief Manager (Marketing), Oil and Natural Gas Corporation Limited (ONGC)