The Program is specially designed for individuals wishing to pursue a career in Sales & Marketing. The program provides basic understanding of contemporary approaches to acquiring, retaining and growing business with various stakeholders in the market in an efficient and effective manner. The Program would help participants in developing broad understanding of emerging Sales & Marketing frameworks and their relationships with other business functions to grow in the market and will also focus on ‘cutting edge’ issues concerning sales and marketing practices including brand, services, distribution channel management and people management issues. The program faculty will focus on synergy between in-field practice and in-class learning. The program would also provide opportunities for specialized focus on Sales Management for Pharmaceutical, Banking and Financial services, FMCG Industries along with Industrial Sales.

The program will help the participant to:

• Understand & identify the challenges in today’s market place
• Understanding the roles and responsibilities of a sales manager
• Understand the Customer and Market Orientation for Business Success
• Understand the Conceptual framework for sales and marketing
• Be able to learn how to manage, motivate and lead sales team
• Understand the fundamentals of channel design, development and management decisions
• Gain an appreciation of the sector specific issues in marketing of Pharmaceutical, Banking and Financial services, FMCG Industries and Industrial products.

Prof. Janakiraman Murthy and Prof. Ramendra Singh

Stage 1: Mainstream Modules
Module 1: Fundamentals of Management – I
1. Introduction to Business Environment and Strategy
2. Fundamentals of Operations Management
Module 2: Fundamentals of Management –II
1. Basic Financial Acumen for Sales and Marketing
2. Sales and Marketing Fundamentals
3. Organizational Behavior
Module 3: Advance Sales and Marketing Management – I
1. Personal Selling
2. Sales Management-I
3. Sales Management-II
4. Designing and Managing Distribution Channels
5. Selling through Organized Retail Formats
6. B2B Marketing
7. Direct Marketing
Module 4: People Skills for Sales & Marketing Professional – I
1. Understanding Organizational Structure and Design
2. Performance Management
Module 5: Advance Sales and Marketing Management – II
1. Segmentation, Targeting and Positioning
2. Advertising and Sales Promotion
3. Pricing
4. Brand Management
5. Services Marketing
6. International Marketing
7. Marketing Planning and Strategy
Module 6: People Skills for Sales & Marketing Professional – II
1. Issues in Managing Sales Teams
2. Fundamentals of Negotiation for Sales Personnel
Module 7: Contemporary Issues in Marketing
1. Rural & Bottom of Pyramid Marketing
2. Green marketing
3. Digital & Internet marketing
4. Marketing data analytics

Stage 2: Specialized Modules
Module 8: Social Media Marketing (SMM)
1. Introduction & Getting to know Social Media Tactic
2. Importance of Social Media Marketing (SMM)
3. SMM Strategy
4. Measurement & ROI for SMM efforts
5. SMM in Practice: Facebook, Twitter, LinkedIn, YouTube, Flickr
6. Integrating Social Media Marketing into Integrated Marketing
Module 9: Advanced Product Management
1. The Innovation Process
2. What is innovation and new product development?
3. Introduction to Product Management
4. Managing Product Portfolio over the Product Life Cycle
5. Developing Product Strategy
Module 10: Market Research
1. Different techniques of Market Research
2. Qualitative Research-I
3. Qualitative Research-II
4. Quantitative Research-I
5. Quantitative Research-II
Module 11: Marketing Strategy
1. Competitive Marketing Strategy
2. Segment- Strategy fit,
3. Strategy – Formulation & Implementation Process
4. New Product Strategy
5. Business Strategy v/s Marketing Strategy
6. Marketing Strategy and Resource Allocation Dynamics
7. New Product-Market Strategy
8. Life Cycle and the Elements of Marketing Strategy
Module 12: Digital Marketing
1. Search Engine Marketing
2. Banner / Display Advertising
3. eMail Marketing & Mobile Marketing
4. Web Analytics & Integrated eMarketing Strategy
Projects and Workshops (Apart from the Modules)
1. Capstone Project
2. Personal Assessment and Feedback (During campus visit)
3. Workshop on Communication Skills, Career Management & Planning (During campus visit)

The Program will enable the participant to:

• Understand & identify the challenges in today’s market place
• Understanding the roles and responsibilities of a sales manager
• Understand the Customer and Market Orientation for Business Success
• Understand the Conceptual framework for sales and marketing
• Be able to learn how to manage, motivate and lead sales team
• Understand the fundamentals of channel design, development and management decisions