IIM Lucknow - IIM Lucknow - Executive Programme in Strategic Marketing for Business Success

Offered byEmeritus

IIM Lucknow - Executive Programme in Strategic Marketing for Business Success
at
Emeritus
Overview

Enhance your strategic decision-making ability to drive customer-centric marketing transformation and steer innovation for sustainable competitive advantage

Duration	11 months
Total fee	₹1.95 Lakh
Mode of learning	Online
Credential	Certificate

IIM Lucknow - Executive Programme in Strategic Marketing for Business Success
at
Emeritus
Highlights

Earn a Certificate and Executive Alumni Status from IIM Lucknow
In-campus Immersion with faculty at IIM Lucknow
Learn from real-world case studies and a capstone project
Learn from leading IIM Lucknow faculty and industry experts
Get access to the IIM Lucknow Campus Library (onsite access)
Job placement assistance from partner companies via Emeritus Career Services
10% discount in fee for any additional Open programme, Online programme at IIM Lucknow

IIM Lucknow - Executive Programme in Strategic Marketing for Business Success
at
Emeritus
Course details

Skills you will learn

Search Engine optimization Email marketing Marketing Brand management Online Marketing Marketing Communication Data analysis Digital marketing Content marketing Advertising Mobile marketing Social media marketing Web Analytics

Who should do this course?

For mid to senior professionals working in marketing, sales or allied roles
For senior executives and business heads seeking to develop and integrate innovative marketing practices
For professionals who want to leverage the marketing strategies and implement best practices

What are the course deliverables?

Gain advanced knowledge of contemporary marketing techniques in theory and practice
Lead marketing innovation across multiple levels of the organisation
Develop advanced competencies in digital marketing strategies
Devise growth strategies for sustainable competitive advantage
Develop cross-functional perspective crucial for driving business transformation
Identify, understand, and leverage the ever-evolving digital marketing technologies, opportunities, and challenges
Become the next-gen marketing leader and effectively implement marketing strategies by recognising customer and organisational needs

More about this course

Participants will gain a comprehensive view of modern marketing in the digital age, including innovative marketing strategies, strategic global marketing, digital marketing, design thinking, and emerging technologies like AI and Blockchain
The Strategic Marketing programme is relevant for professionals pursuing strategic growth by serving customers better, innovating, and using new technologies
Executive Alumni Fee (Optional): INR 10000 + GST (To be paid after programme completion)

IIM Lucknow - Executive Programme in Strategic Marketing for Business Success
at
Emeritus
Curriculum

Module 1: Fundamentals of Marketing Strategy

Marketing Intelligence and Scanning Environment

Competing through the New Marketing Mix

Evolution of Marketing Mix in the Digital era

Understanding Consumer, Consumer Buying Behavior and Consumer Value in Digital Era,

Consumer Behaviour in Strategy Formulation

Segmentation, Targeting & Positioning

Competing through Innovation and New Product Solutions

Business to Business Marketing

Module 2: Digital Marketing and Analytics for Scale and Growth

Marketing Communications: Objectives Decision

Media and Message Decision, Integrated Marketing Communications

Evolution of Content Marketing in a Digital World

Search Engine Optimisation

Search and Display Advertising

Social Media Marketing, Online Reputation Management, Social Media ROI

Leveraging Content and Social Media

Web Scraping, Text Mining

Online Marketing Research

Digital Marketing Metrics & Analytics, Web Analytics

Data Privacy and Data Security

E-mail Marketing, Mobile Marketing

Sales Strategy in Digital Era

Module 3: Marketing Research and Analytics

Introduction to Marketing Research Process & Problem Formulation

Research Design, Research Methodology and Sampling

Measurements and Scaling in Marketing Research

Designing Marketing Research Tools; Data Collection Approaches

Data Organisation and Analysis, Data Driven Marketing using Analytics

Advanced Marketing using Blockchain Technology

Automation and AI for Business Growth

Customer Analysis

Module 4: Strategic Management for Marketing

Financial Acumen and Strategic Finance

Managing Human Resources

Negotiation and Strategic Communication

Module 5: Product and Brand Management Strategies

Product Management and New Product Decisions

Managing Services and Service Strategy

Strategic Brand Management

Brand Management in Web 2.0 and 3.0

Pricing Challenges, Pricing Strategies for Digital Customers

Pricing Models, Consumer Based Pricing, Value Based Pricing, Competition Based Pricing

Dynamic Pricing in Digital and Non-digital Environment

Module 6: Marketing Channels and Strategies

Distribution Channel, Consumer-driven Distribution

Digital Marketing Channel

Channel Strategy: Optimisation & Budgeting

E-Commerce Models

Content Marketing, Multi-Channel and, Omni-Channel Marketing

Capstone Project

IIM Lucknow - Executive Programme in Strategic Marketing for Business Success
at
Emeritus
Faculty details

Dr Moutusy Maity - Professor

Dr Moutusy Maity has conducted training programmes across various organisations (Merck Pharmaceuticals, Indian Oil Limited, Indian Armed Forces). She has consulted with leading retailers on predictive analytics in India.

Dr Prem Prakash Dewani - Associate Professor

Dr Prem’s work relates to the role of emotions in long-term customer relations, conditional promotions, and pricing. He has taught Pricing Strategy, Promotions Strategy, Consumer Behavior and Marketing Management to MBA students and Consumer Behavior and Marketing Theory to Doctoral students for the last five years.