Marketing

The Professional programmes in Marketing have been developed in consultation with experienced experts in the field. They have designed the content to include new trends and practices relevant to the needs of this fast growing profession.

As a marketing professional it is imperative for you to have a strong foundation in the core areas of Sales and Research & Analytics. Additionally, we then give you an option to specialise in any one of the following sub professions - Retail, Digital Marketing or Integrated Marketing Communication & Branding.

Professional Certificate I

The programme is designed to provide you with a thorough understanding of processes and skills required to become an effective, result-oriented sales professional. You will develop competencies in managing various sales and marketing activities in any organization.

Sales

In this module you will form an understanding of the sales environment and learn the various types of sales. You will also be trained in the Sales process and its implementation, negotiations and closing exercises. During the module you will also understand industry specific sales techniques and how to maximize the ROI per customer.

Research & Analytics

During this module you will be trained in data analysis and the use of various analytical tools. You will also be trained to interpret the research data and generate reliable forecasts. You will learn to apply statistical techniques of data analysis which help in developing effective marketing plans and in making business decisions.

Integrated Marketing Communication & Branding (IMC)

If you choose to specialize in this sub profession, you will be able to develop a product portfolio by applying the steps of product development and create a communication plan. You will learn to carry out activities of brand planning and evaluation alongwith understanding the role of Media and the different types of Media used in creating campaigns. The module will also train you in managing product launches, sales promotions and customer lifecycle management.

Digital Marketing

Digital Marketing is a new and powerful medium of marketing. In this specialization you will focus on New and emerging Digital Media, Search engines, Search Engine Optimization, Display Advertising, Websites, Mobile Marketing & M-Commerce. You will also be given extensive training on Digital branding, which will include Online Marketing, usage patterns and Consumer Behavior.

Retail

Those of you who choose to specialize in Retail Marketing will be trained in Retail planning and forecasting. You will learn concepts of Retail segmentation and understand Consumer behavior. During this module you will build abilities in creating retail plans, pricing, and be introduced to new trends and technologies in retail and e-retailing.

Professional Certificate II

In a globalised economic environment, you need to understand how domestic and international markets operate. In this program you will be trained in techniques required for business application across different geographies in multi-cultural environments. During your programme you will develop advanced professional skills in your chosen sub professions.

Sales

At this level you will focus on sales potential estimations, channel management, advanced aspects of high probability selling, feedback mechanisms, overall market analysis and Customer Relationship Management. You will also develop skills in managing sales teams along with the ability to effectively implement various sales promotion schemes.

Research & Analytics

In this module you will be trained in data analysis and knowledge management, usage of advanced research tools such as SPSS/SAS, research interpretation and communication. You will also be trained in the usage of IT in research as well as in decision support systems.

IMC & Branding

In this module you will learn to develop promotion campaigns and build abilities in managing Media. You will learn to define media objectives and comprehend concepts of reach and frequency alongwith media planning, scheduling and buying. You will also develop skills in Event Planning and Management, Public Relations, Sales Promotion and the use of Interactive Media.

Digital Marketing

During this module you will focus on use of advanced digital media for marketing, including Digital newspapers and directories, DTH, IPTV, Mobile TV and Satellite & Community radio. You will progress to develop an in depth understanding of the usage of Digital technologies in business models with revenue streams. You will also learn Convergence processes and ICE (Information, Communication & Entertainment trends) and gain an understanding of legal issues in Digital Marketing.

Retail

The key elements of this module will include Retail Marketing, Supply Chain Management & Logistics. You will learn the processes required for procurement, merchandising and CRM. You will also develop skills in analyzing and controlling costs. This module will focus on the importance of cost management in Retail marketing, micro financing and Retail economics.