Programme Overview

The sales and marketing function at any organization forms the backbone of the business. A proper and scientific approach to the sales and marketing functions not only makes the business viable and efficient but also makes the business reasonably immune to sudden and inevitable environmental changes. This one-year course is developed with the clear focus on sales and marketing for big corporates, small and medium enterprises, and for entrepreneurs.

Programme Objective

The program aims to help participants,

  1. learn cutting-edge knowledge about sales and marketing theory and practice,
  2. develop knowledge and competence for effective marketing planning and execution,
  3. learn and appreciate challenges of complexities posed by the interrelationship of various marketing-mix elements and ways and means of building effective response,
  4. appreciate the organizational context of marketing decision making and issues thereof, AND
  5. groom themselves for higher roles in sales and marketing function.
Programme Directors
Professor Suren Sista

Professor Suren Sista

Marketing

Professor Avinash Kumar

Professor Avinash Kumar

Marketing

Who Should Attend

Programme is targeted at middle to senior level executives in sales and marketing function from both product and service marketing organizations. The pedagogy will primarily be participant centric (case-based) with special emphasis on experiential learning. Participants looking for cutting-edge knowledge on both strategic and tactical issues in sales and marketing of products and services (including consumer and institutional markets) may apply for the programme.

Working professionals with a minimum of eight (08) years of work-experience and who are interested in pursuing a career in the area of sales and marketing will find the course interesting and stimulating. Specifically, executives working in sales/marketing/operations/customer relations/marketing analytics will find the course useful to increase their productivity and growth.

Eligibility

EDUCATIONAL QUALIFICATION

  • Graduation (10+2+3/10+2+4/10+2+2 /11+1+3) from a recognized university (UGC/AICTE/DEC/AIU)
  • Candidates should have 50% or higher in graduation to be eligible. Marks for all (3 or 4) years to be included for calculating graduation percentage.
  • Those candidates who have less than 50% marks in graduation but have more than 50% marks in Post- Graduation (from a recognized university) are also eligible for the program.

WORK EXPERIENCE

  • Candidates should be working at the time of filling up the application form
  • Candidates should have a minimum of five (05) years of full-time paid experience at the time of application. This should be after the graduation degree /qualifying degree is complete.
Programme Duration and Delivery

The duration of the programme is 1 Year.

Sessions will be held once a week for three hours on Saturdays (9.00 PM – 12.00 PM).

There will be two campus visits spanning 8 days

Pedagogy
Each course will be taught with the help of case studies, live corporate examples and general discussions. To provide greater industry insights, practitioners would also be invited to share their experiences.
Programme Content

Modules:

  1. Financial Acumen for Marketing & Sales Professionals
  2. Leadership at the Executive Level
  3. Managing Products, Services and Brands
  4. Sales Management & Retailing Strategy
  5. Strategic Integrated Marketing Communications
  6. Marketing in the Digital Era
  7. Building Customer-Centric Organizations
  8. Marketing Analytics for Decision Making
  9. Strategic Marketing Perspective

Capstone Project

Programme Sample Certificate
Alumni Status
  • LDP participants who complete the programme successfully become the Alumni of IIMC Executive Education, which currently has over 33,000 members.
  • LDP Alumni are given an email-id in the IIM Calcutta domain.
  • LDP Alumni can register in the IIM Calcutta Alumni portal either with this email-id or with their personal email-ids. The IIM Calcutta Alumni portal is a common platform for Alumni of all programmes of the Institute to interact with each other and stay connected with the Institute.
  • The Institute shares newsletters, important news and articles about the Institute and its activities, the achievements of the Institute's faculty, staff, students and alumni, upcoming events and programmes etc., on the portal.
  • Alumni can post their achievements, write about jobs or LIVE project opportunities for other alumni to see.
  • The IIM Calcutta alumni network can also be accessed on mobile phones through the mobile app.
  • Executive Education Alumni are entitled to a discount of 5% on the programme fee if they opt to do another LDP.
  • By using the different features of the IIM Calcutta portal, alumni across programmes can engage with each other in many meaningful ways. It is up to the alumni themselves to leverage the platform
How to Apply
TBA