Executive Diploma in Strategic Marketing Management | XLRI Jamshedpur

Executive Diploma in Strategic Marketing Management

The need for management education in today’s world for effective performance is a foregone conclusion. While experience might have been the backbone of effective performance in the corporate world of yesterday, knowledge and continuous learning is the mainstay amongst the best organisations of today. The marketing function is treading through unprecedented turbulence that has been further complicated by a rapidly-changing technology and policy environment. The one-year consolidated programme in Strategic Marketing Management evolved by XLRI is designed to bring marketing professionals up to speed. The programme aims to prepare experienced marketing managers with the necessary concepts, tools, and skills that will enable them to make sense of the changing environment and devise effective and optimal marketing strategies for their organisations.

Programme USP:

  • One of the most rigorous and quality online management programmes in the country
  • Comprehensive and contemporary curriculum structure and design
  • New-age principles and learning to reflect current and future needs
  • On-Campus component of 5 days totalling 30 hours
  • XLRI Jamshedpur Certification and Executive Education Alumni status
  • Quality interactions with experienced executives and peer group learning

Eligibility Criteria

  • Graduates (10+2+3 or equivalent) & Post Graduates in any discipline with 50% marks
  • Marketing professionals with minimum 8 years of experience
  • Senior Executives responsible for managing individual business units, divisions, or their organisations may also apply

Alumni Status Benefits in XLRI

  • Time to time update on Programme related information and newsletters.
  • Lifelong access to XLRI Alumni network with updates of alumni events.
  • Onsite access of XLRI library.
  • Discount on different programmes offered through VIL platform as per the institute norms.

Programme Content

The EDSMM programme cover three distinct sections that will expose participants to contemporary macro perspectives as well as functional knowledge for enhancing their strategic decision making.

  • Understanding the Economic Environment
  • Spreadsheet Modelling
  • Foundations of Business Strategy
  • Finance Fundamentals for Marketing Professionals
  • The Indian Legal Environment
  • Supply Chain and Management of Operations
  • Organisational Behaviour & Leadership
  • Foundations of Statistics
  • Principles of Marketing-I
  • Principles of Marketing-II
  • Channel Management Strategies
  • Pricing Techniques & Strategies
  • Integrated Marketing Communications
  • Consumer Behaviour
  • Strategic Brand Management & Valuation
  • Market Research: Techniques & Applications
  • Managing Customer Relationships & Customer Value
  • New Product Development & Design Thinking
  • Digital Marketing Strategies & Techniques
  • Marketing Strategies for B2B & Institutional Customers
  • Marketing of Services & Technology
  • Marketing Strategies for E-commerce
  • Capstone Project (under guidance of XLRI faculty)
  • Organizing & Managing Sales Function

Programme Delivery:

The Interactive Learning component forms the core of the EDSMM programme. Instructors facilitate learning via two-way audio/video synchronous telecommunication mode from the studios set up at XLRI Jamshedpur 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 twice a week.
Wednesdays: 6:45 p.m. to 9:45 p.m.
Saturdays: 12:15 p.m. to 3:15 p.m.

In-Campus Module

The course includes an in-campus component totalling 30 hours of face-to-face sessions spread over 5 days. The vibrant atmosphere of the XLRI Jamshedpur campus, the direct interaction with renowned XLRI faculty, and the opportunity to network with peers from diverse industries, offers an unmatched learning experience to participants.

Orientation Session:       8 February, 2020

Classroom Sessions:        25 May to 29 May, 2020

Summing-up Session:     February 2021


The programme will ensure intensive immersion through the Interactive Learning (IL) platform as well as in-campus sessions. Teaching methodologies include
• Online lecture series
• Case methods
• Project work
• Group work
• Term papers
• Capstone Project
• Assignments & dissertations


Participants selected based on elaborate selection process including Statement of Purpose, academic performance, job responsibility and personal interviews.

Evaluation Methodology

Written Tests, Assignments, Online Exams etc.

Programme Fees

Application Fee with GST INR 2,500/-
Program Fees (taxes extra) INR 3,00,000/-
Books, Study Materials and Campus Fees (taxes extra) INR 75,000/-

Total Fee (exclusive of Application Fee)

INR 3,75,000/-

Fee Instalment Schedule




29 Feb, 2020 10 April, 2020 10 July, 2020 10 October  2020 10 January, 2021
INR 60,000/-  INR 75,000/- INR 80,000/- INR 80,000/- INR 80,000/-

Important Dates


Round 2
Application Closure 10 Jan, 2019
Screening and short listing of applications 11th Feb 2020
Interview Dates 16th & 17th Feb 2020
Result Declaration 19th Feb 2020
Date of 1st Installment 29th Feb 2020
Induction Date (by TPL (BCCL) & Institute) 7th March 2020
Date for 1st Session (on IOL) 11th March 2020
Program End Date if ETs are out of regular session timings March 2021


Application Fee

Rs. 2,500 + Taxes

Programme Fees + Books, Campus Fee

Rs. 3,00,000  + Rs. 75,000 + Taxes

Total Programme Fees

Rs. 3,75,000 + Tax

Sample Certificate

Screenshot 2019-11-27 at 4.28.42 PM

XLRI Executive Diploma in Strategic Marketing Management

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