Programme Type

Direct to Device


10 Months

Deadline to Apply

20th February, 2022

Programme Fee

₹1,53,000+GST (Excluding Registration Fee)

Class Timings

Saturday: 3:30 p.m. to 06:30 p.m

Programme Overview

Programme Content

• This programme is divided into multiple modules, each of which focuses on a different aspect or function of management.
• The course contents are organised in a way to provide the participants with an introduction on the application of content to various business aspects.
• There are periodic evaluations built-in throughout the course which will help participants consolidate their learning from various modules of the programme.

Module 1
• Foundations of Marketing Strategy
• Formulation of Marketing Strategy
o Identifying and Measuring Marketing Opportunities
o Marketing Strategic Planning
o Developing Marketing Strategy: Customers, Segmentation and Target Marketing
• Understanding Buyer Behaviour

Module 2
• Formulating and Implementing Marketing Strategy
• Product Strategies
• Service Strategies
• Positioning and Brand Strategy
• Competitive Strategies
• Other Marketing Mix Dimensions

Module 3
• New Realities in Marketing Strategy
• Capstone Project and their Feedback
• Innovation and Strategy
• Experiential Learning Exercises and Simulation (In-campus)

Module 1
• Basics of Marketing Research
• Qualitative Research in Marketing

Module 2
• Research Design
• Sampling Methods
• Design of Surveys
• Descriptive Analytics and Simple Linear Regression and Correlation
• Market Segmentation using Cluster Analysis
• Understanding Consumer Preference using Factor Analysis

Module 3
• Multiple Regression to Forecast Sales
• Conjoint Analysis
• Calculating Lifetime Customer Value
• Multi-dimensional Scaling and Perceptual Modelling

Module 4
• Discriminant Analysis
• Capstone Project and their Feedback
• Customer Choice Modeling
• Decision Tree Analysis
• Market Sizing and Neural Network Analysis
• Conducting Experiments for Understanding Customer Preference
• Social Media and Web Analytics
• Marketing Research Simulation (In-campus)

Programme Highlights

Programme Details

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

Programme Director’s and Faculty Profile

Dr. Utkarsh

Dr. Utkarsh

Chairperson, Marketing Area

Dr. Utkarsh is an Assistant Professor in the Marketing area. He has over eight years of teaching and research experience in the field of Marketing Management. He received MBA and Ph.D. from University of Lucknow. Prior to joining IIM Kashipur, he worked as a faculty member at T. A. Pai Management Institute, Manipal. In the beginning of his academic career, he worked as a research associate at IIM Lucknow. His research interests include information search behaviour of consumers and consumer well-being. He has primarily explored the role of individual differences and consumer knowledge in information search and dissemination behaviour. His recent work focuses on enhancing the financial well-being of young adults. He has published in reputed international journals such as International Journal of Consumer Studies, Journal of Retailing and Consumer Services, Services Marketing Quarterly, The Marketing Review and Information Technology and Tourism. He has reviewed manuscripts for several journals and conferences including Journal of Retailing and Consumer Services and EMAC Conference (2017-2019), Sage Publications, and McGraw Hill India.

Assessment and Certification

Evaluation Methodology
Attendance Criteria
Certification & Alumni Status

Date & Fee


Marketing is a dynamic field and the key to magnifying strategic change. A successful marketing strategy is customer-centric, driven by data, and managed through integrated marketing channels. Advanced marketing management pushes a value proposition that is customer-driven when marketing strategies are being developed. Advanced marketing is all about enabling businesses to build effective customer relationships as well as get into each aspect of different marketing channels. It allows marketers to build a holistic plan to increase the customer conversion rate, gain a competitive advantage, and develop a lasting relationship with customers.

The purpose of marketing management is to create revenue for any specific brand or business. Marketing management revolves around the creation, planning, as well as implementation of strategies that are necessary to achieve business goals. The objectives of a business usually involve growing brand awareness, increasing profits, or foraying into previously unexplored markets. Marketing professionals can achieve such organisational goals by executing strategic activities like driving sales by collaborating with the sales team. It can help the business to handle its marketing campaigns effectively by measuring customer satisfaction, resulting in better sales and growth of the company.

A marketing analyst is a professional who uses marketing expertise to analyse data and enable businesses to fulfil goals. They use their insights and skills to help businesses make better organisational decisions. Marketing analysts make use of their analytical expertise to come up with smart strategies, identify the correct audience, perform analysis of competitors, as well as optimise various channels. The role of marketing analysts might differ from one company to another; however, most marketing analysts help companies make informed decisions for their organisations.

A marketing strategy is embraced by businesses to transform prospective customers into paying ones. Such a strategy consists of the value proposition of a business, customer demographics data, as well as other factors like brand messaging. Email marketing is a good example of a marketing strategy. If a person has subscribed to a company’s mailing list, it means that they might be interested in that company’s products and services. This will enable the business to take a soft marketing approach, as there is a chance that these leads may eventually turn into sales.