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Quick Facts

Medium Of Instructions	Mode Of Learning	Mode Of Delivery	Frequency Of Classes
English	Self Study, Virtual Classroom, Campus Based/Physical Classroom	Video and Text Based	Weekends

Course Overview

The Advanced Programme for Marketing Professionals course is a 12 monthly programme which aims to brush up the professional capabilities of executives and to develop an appreciation of concepts that can easily deal with market planning issues, complexities arising due to frequent changes in the marketing pattern and challenges.

The sales and marketing function is the soul of any business sector and organisation. The advanced Programme for Marketing Professionals online course trains the managers to take a proper approach regarding sales and marketing function. The effective advances towards it reduce the chances of unpredictable risk while providing a sense of security to the business.

The Highlights

1-year programme with weekend classes
Mentorship by renowned faculty of IIM Calcutta
Interactive learning through an online platform
5 days session in IIM Calcutta campus
Rewards certificate of completion from IIM Calcutta

Programme Offerings

Online Classes
In campus classroom interaction
seminars
Alumni Status

Courses and Certificate Fees

Certificate Availability	Certificate Providing Authority
yes	IIM Calcutta

Eligibility Criteria

Work experience

The candidates applying for the Advanced Programme for Marketing Professionals online course must be working while they are enrolling here. They should have a minimum experience of five years post-graduation.

Education

Candidates applying for the Advanced Programme for Marketing Professionals must have completed (10+2+3/10+2+4/10+2+2 /11+1+3).
Participants with a three-year Diploma post 10+2 are also eligible for this programme.
Candidates with a minimum of 50% or more in graduation are also eligible for this programme.
Lastly, candidates who have a graduation degree with less than 50% but have secured more than 50% in post-graduation are also eligible to apply.

Certification Qualifying Details

In order to secure an advanced Programme for Marketing Professionals certification, candidates will be evaluated based on written tests, assignments, online exams and quizzes. The evaluation method will be chosen by faculty members.

What you will learn

Decision making skillsMarketing skillsSales skills

Advanced Programme for Marketing Professionals online course helps the participants in absorbing the following capabilities to:

Sales and marketing function are primary components of business management that improve the overall performance of the organisation.
Organisations tend to be big-picture oriented and more strategic if they adopt the alignment of sales and marketing function in their system. Advanced Programme for Marketing Professionals course helps to gain advanced theoretical knowledge regarding sales and marketing and their real-life practice. It boosts up effective strategic thinking of marketing challenges and provides calibrated ways to connect and influence customers.
In this era of frequent changes, organisations should be able to get advantages from competence to cope with the drastic changes. The advanced programme provides ample knowledge on how to use competitive advantage by strategic management.
The skills to formulate strategies and implementation of those strategies to get sustainable advantages is well acquainted in the candidates. Candidates will be able to develop advanced knowledge about competencies ineffective marketing strategies.
Participants will be able to understand the challenges introduced by the inter-relationship of various market mix elements.
The program helps students to identify and arrange the elements of the market mix as it allows an organisation to make profitable and effective decisions at various levels. There are various market mix elements such as product, price, promotion and others. This market mix helps to develop strengths and weaknesses of a business and to develop competitive advancement.
Learners will groom themselves to grab higher roles in sales & marketing.
The programme aims to hone the skills of sales and marketing professionals in their respective domains. It equips the candidates with the skills required to build a thriving career in the marketing sector and to grab higher managerial roles in this area. The cultivation of general and specific skills such as industry knowledge, creativity, understanding of consumer behaviour, market research, strategic and tactical thinking and so on.

Who it is for

Sales RepresentativeMarketing Manager

The Advanced Programme for Marketing Professionals is well suited for the following group of people:

Individuals with a managerial role at the middle to senior level in the fields of sales and marketing organisations.
Candidates interested in pursuing a career in the sales and marketing sector will get various benefits from this course.
Executives interested to get deep insights about tactical as well as strategic issues in product’s sales and marketing as well as in services can apply for this course.
Participants working in operations/marketing analytics/sales/customer relations/marketing can pursue this programme to boost up their efficiency.

Admission Details

Candidates interested in the Advanced Programme for Marketing Professionals certification are required to make an online payment first then the application form needs to be filled in online mode, there is no option for an off-line application form. After making the payment, candidates can submit the online application form. After the submission of the application form successfully, the candidates will receive an online application number. The participant’s profile will be reviewed for the selection purpose.

Application Details

Application form for advanced Programme for Marketing Professionals certification is started by making the payment first for which the candidates have to fill the basic information which includes first name, last name, email address and phone number

After that, they are required to enter the OTP and proceed to make the online payment. Then the students can fill the application form for the course.

The Syllabus

Building Blocks of Marketing
STP
Problem Recognition and Information Search
Understanding Decision-making and Post-purchase Evaluation
Learning, Motivation, Attitudes
Understanding Influence − Individual, Societal, Cultural, etc.
B2B Marketing Decision-making Process
Identifying and Managing Key Accounts

Research Framework and Research Problem
Qualitative Research
Quantitative Research

Understanding Cash Flows
Understanding and Managing Outstanding Cycle
Understanding Costs − Direct, Indirect, Variable
NPV & IRR

Understanding Teams
Goal Setting, Performance Appraisal, Counselling

Principled Negotiations
Single and Multi-issue Negotiations

Product Management
Managing Services
Brands and Branding

Managing the Salesforce
Sales Management
Managing Retailing and Distribution

Basics of Marketing Communications
Understanding Media
Digital Marketing
Social Media Marketing

Marketing Analytics
Emerging Issues in Marketing

Marketing Planning
Positioning Strategy
Pricing Strategy
New Product Strategy

Evaluation process

The evaluation methodology for Advanced Programme for Marketing Professionals consists of Assignments, Written Test, Quizzes, Online Examination and other evaluating processes. An examination will be scheduled for each course. The best possible method of evaluation is followed by the instructors to keep a track on the progress made by the learners. The choice of evaluation method is made by the faculty members who are selected to respective courses.

Instructors

IIM Calcutta Frequently Asked Questions (FAQ's)

1: Is it mandatory to visit the campus during programme modules?

Yes, the campus visit is mandatory to complete the programme successfully. The participants are required to visit the campus for 5-days to attend face-to-face sessions.

2: What is the method followed for evaluation?

The course instructors will give Assignments and candidates have to take the written test, Quizzes, online examinations for the fulfilment of the evaluation process. The pattern of questions asked in the examination will be decided by the course instructor.

3: What is the pedagogy for the Advanced Programme for Marketing Professionals certificate course?

The course consists of case-based teaching methods which put a great effort on experimental learning, case studies and group discussions. Online classes will be held as the technology enables the instructor to use video, slide presentations and whiteboards for effective interactions.

4: Can participants make fee payment in instalments?

Yes, the option for instalment fee payment is provided by the institute.

5: Does the institute provide study materials?

Yes, books and study materials are provided by the institute during the campus visit.

Many study materials and e-books are shared on a regular basis through online platforms and Learning Management System.

6: Can you give an overview of this programme?

Advanced Programme for Marketing Professionals certification will consist of such courses which will be taught with the help of real-life case studies and their practices. Highly qualified faculty members are selected for each course to guide and mentor the learners. The certification program comprises practical sessions, live lectures, general discussions and many more.