Post Graduate Certificate Program in Sales & Marketing IMT Ghaziabad

Transcription

1 Post Graduate Certificate Program in Sales & Marketing IMT Ghaziabad Ver 1.0

2 Contents Broad Contours Who Should Attend Unique Features of Program Program Modules Detailed Program Contents 2

3 Broad Contours Program Directors :Prof. Mukesh Chaturvedi and Prof Anand G. Khanna Duration : 1 Year Eligibility : Working professionals with a minimum experience of one year, who are graduates ( or equivalent) in any discipline. Schedule : Friday 6.30 to 9.30 PM Fees : Rs. 125,000/- (This does not include campus visit expenses) 3

4 Who should attend? Exclusively designed for Sales & Marketing professionals who are at early stages of their career Working Professionals with minimum one year of work experience Professionals with 1-5 years of experience would be given preference in selection Professionals who want to acquire managerial skills in sales & marketing to accelerate their career growth Professionals looking for a rigorous management program in sales & marketing from a reputed institute 4

5 Unique Features Pedagogy Designed with a mix of experience sharing, real life case discussions, assignments and industry/research based projects besides the lectures in class Business leaders from different industries would be invited to share their experiences Campus Visits 5-day IMT Ghaziabad Campus Module at the start for Program Orientation 3-day IMT Ghaziabad Campus Module at the end of the program Certification Graded Post Graduate Certificate of Successful Completion from IMT Ghaziabad Exclusive Offering on Career Management Workshop on Own Career Management & Growth 5

6 Program Modules 1. Marketing Management 2. Sales Management 3. Customer Relationship Management 4. Marketing of Services Focus on Financial Services 5. Business to Business Marketing 6. Retail Management 7. Managing Integrated Marketing Communication 8. Distribution Management 9. International Marketing 10. Marketing Research 11. Consumer Behavior 12. Product Management 13. Strategic Brand Management 14. Rural Marketing 15. Strategic Marketing Management 6

7 DETAILED MODULE-WISE CONTENTS 7

8 1. Marketing Management Key Learning Outcomes At the end of this module, the participants would Understand the basics of marketing Overview of the key areas in marketing function - Consumer Insight, Brand Management, Product Management, Marketing Communication, etc. Module Contents Understanding Marketing Management Capturing Marketing Insights Buying Behaviors of Customers Connecting with Customers Building strong Brands Shaping the Market Offering Delivering Value to Customers Communicating Value Creating Successful Long term Growth 8

9 2. Sales Management Key Learning Outcomes At the end of this module, the participants would be able to Understand the basics of sales management in their organization Manage their sales force efficiently and effectively Module Contents Nature and Scope of Sales Management Personal Selling and Marketing Strategy Organizing the Sales effort Sales Force Management Controlling the Sales effort International Sales Management 9

10 3. Customer Relationship Management Key Learning Outcomes At the end of this module, the participants would understand the importance of CRM achieving customer delight through an efficient CRM Module Contents Changing nature of marketing and growth of services Importance of CRM Customer Development Process Identifying and measuring customer related factors: customer performance factors, customer focus factors. Growing through Customer centric process Company orientations,customer Roles & Values Sought,Customer Value Customer Value Management Customer Retention management Customer satisfaction and customer delight CRM software and real life case study in the Indian environment Customer Equity and Identifying relationships at risks, Permission marketing 10

11 4. Marketing of Services Module Contents Emergence of service economy and service marketing Service as marketing entity characteristics and implications The service marketing tools Service types and service encounter Developing service strategy- value discipline Source of competitive advantage in service Sustainable competitive advantage in service industries Service consumer behavior Modeling consumer behavior for strategic implications Quality issues in services Quality transformation in service businesses Service failure and recovery 11

12 5. Business-to-Business Marketing Key Learning Outcomes At the end of this module, the participants would be able to Understand the various principles of marketing in a B2B organizations Acquire necessary skills to manage the marketing functions in B2B organizations Module Contents Introduction to Business-to-Business Marketing Understanding Business Customer s Buying Process and Behavior Segmentation of Business Market New Industrial Product Development Managing Mature Industrial Products Branding of Industrial Product Pricing of Industrial Products Distribution Channels for Industrial Products Personal Selling of Industrial Products 12

13 6. Retail Management Module Contents Retailing: role, relevance, and trends Retail formats and theories Segmentation, Targeting and positioning in Indian retailing Understanding the retail consumer Retail location strategy The retail marketing mix Merchandise management Organization structure and human resource management in retail Retail operations Measurement of performance Application of IT to retail marketing 13

14 7. Integrated Marketing Communication Module Contents Role of Advertising in the Marketing-Mix The Communication Integrated Marketing Communication (IMC) Scope of Advertising How Advertising Works Forms of Advertising Advertising Scene in India Advertising Agency Advertising Objectives From Marketing objective to Advertising Objective Advertising Budget Advertising Message Creation Advertising Media Planning Evaluation of Advertising Effectiveness Advertising and Society Sale Promotion: The Tactical Tool 14

15 8. Distribution Management Key Learning Outcomes At the end of this module, the participants would be able to Understand the importance of distribution in marketing and sales Acquire the skills for managing distribution of an organization Module Contents Understandings Distribution Management Functions & Activities Functional optimization Guidelines Understanding of Logistics & few Concepts Designing & Planning the Flow Channel Dynamics and Management 15

16 9. International Marketing Module Contents Framework of International Marketing-Basis Of International Trade. Regional Distribution Of World Trade Indian Basket of Imports & Exports Terms Of Trade Global Trends and Prospect Instruments of Trade policy Institutional Infrastructure for Export Promotion in India Export Assistance, Incentives &Recognitions Identifying Foreign Markets Product Planning for Exports Pricing for Exports Market Entry and Overseas Distribution System Marketing Plan for Exports Decision-making for Export Operation New Techniques in International Marketing 16

17 10. Marketing Research Key Learning Outcomes At the end of this module, the participants would be able to Understand the importance and basics of marketing research Execute a marketing research for their organization Gain Customer Insights from the marketing research conducted Module Contents Introduction and Early Phases of Marketing Research Research Design Formulations Data Collection, Preparation, Analysis and Reporting Ethical Issues in Marketing Research 17

18 11. Consumer Behavior Module Contents Consumer Behaviour Nature, scope and application Consumer Markets and Buyer Behaviour Business Markets and Business Buyer Behaviour Influence of Culture on Consumer Behaviour Influence of Subcultures on Consumer Behaviour Cross-Cultural Consumer Behaviour-An International Perspective Social Class, Status and Consumer Behaviour Reference Groups and Family Influences on Consumer Behaviour Consumer Motivation, Perception and Learning Personality, Lifestyle, Attitude and Consumer Behaviour Communication and Consumer Behaviour Consumer Decision Making Consumer Influence and the Diffusion of Innovations 18

19 12. Product Management Module Contents Introduction to Product management; Market Planning Market Analysis: Market Definition and competitor identification/analysis Strategy for New Products: Segmentation and Positioning, Product Innovation and adoption Market strategies for new markets: Product Positioning and communication Market Strategies for mature markets: Market Expansion or Market Share,Innovation or price competition Product Policy and Marketing strategy Business Model and Marketing strategy Introduction to New Product Management; new product process, concept life cycle, opportunity identification and Product Innovation charter 19

20 13. Strategic Brand Management Module Contents Introduction to Strategic Brand Management Psychological and attitudinal aspects of consumption Fundamentals of brand design Positioning & Concept Brand Building Strategies & Tools David Aaker's Brand Equity Model Kapeferer's Brand Identity Prism Managing the time factor- brand adaptation Brand Architecture & Leveraging Brand through Extensions 20

21 14. Rural Marketing Module Contents Principles of Marketing Management as relevant to Rural marketing Changing concept of marketing Profile of Urban/Rural Markets/Customers and differences in their Characteristics Features of the Rural Market/infrastructure. Products and services in the Rural Market. Transportation/Communications/Logistics/Stocking/insurance. Channels of Distribution and trade management. Characteristics of pricing in the rural markets for different products and factors influencing Manpower/Advertising/Sales Promotion strategies for rural marketing New Product Launch techniques in Rural Markets Marketing strategies, Policy Sales Management Practices Training, motivation and evaluation. 21

22 15. Strategic Marketing Management Module Contents Strategic Marketing Management Marketing Environmental Scanning & Strategic Analysis Strategic Customer Points Obtaining a Sustainable Competitive Advantage Alternative Business Strategies & Marketing Warfare Strategic Implementation 22

23 About Program Directors Prof. Mukesh Chaturvedi Prof. Anand G. Khanna Ph.D., BITS Pilani, 1989 MMS (Master of Management Studies), BITS Pilani, B.A. (Hons.), BITS Pilani, L.L.B. from Ranchi University Associate Professor - Marketing M.B.S (Masters in Business Statistics) and PGDBA from MONIRBA, University of Allahabad 30+ Years of experience in Industry and Academics Has conducted training programs for leading corporates like Moser Baer, NTPC, NHPC and NDPL Co-chairman, MDP & Consultancy Centre 23

24 How to Apply Application period Admissions in Progress. Please contact NIIT IMPERIA Executives for details Application forms Application forms can be obtained from or at local NIIT IMPERIA Centres Students could also apply online at Class would commence on or after March

25 Documents Required for Application 1 Passport size photo affixed [Latest photo with light backdrop] Proof of Date of Birth [DOB Certificate / 10th Std Mark sheet] Proof of Graduation Completion [Provisional / Degree Certificate] Proof of Graduation % [Graduation Marks sheets for all years] Proof of Experience [Experience Certificates as supporting documents for all the jobs mentioned in the form] Proof of Current Employment [Letter from the HR with current date / Latest Pay slip]

26 SYNCHRONOUS LEARNING - NIIT IMPERIA 26

27 NIIT IMPERIA - TECHNOLOGY EDGE STUDIO VIEW CLASSROOM VIEW 18 Classrooms in 17 cities Direct one-to-one interaction is ensured through individual ICT systems for each student: High-performance PCs Webcam Audio system and microphone at each workstation, connected directly to faculty at institutes Classroom interactions & ambience are facilitated by clusters of student-stations and camera & projection systems that span the full classroom. 6 Synchronous Learning Centers created within corporate premises Learning Management System (LMS): supplementary e-learning program-specific notices online submission of assignments reminder services online testing student records 27

28 SNAPSHOT OF STUDENT PC - TYPICAL STUDENT VIEW FACULTY SLIDE SHOW / WHITE BOARD STUDENT VIDEO

29 SYNCHRONOUS LEARNING REPLICATION OF LIVE CLASSROOM Full features of face-to-face teaching Raised-hand-seeking-teacher'sattention. Tabulation of responses Quizzes randomly created by the teacher 29

30 For any Queries Or Doubts, Call Us At (MTNL/BSNL) or (Others) (Or) Write to 30