Post Graduate Certificate Program

in Sales & Marketing

IMT Ghaziabad

Ver 1.0
 Contents
• Broad Contours

• Who Should Attend

• Unique Features of Program

• Program Modules

• Detailed Program Contents

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 Broad Contours

Program Directors :Prof. Mukesh Chaturvedi and Prof Anand G.

Khanna

Duration : 1 Year

Eligibility : Working professionals with a minimum experience of one

year, who are graduates (10+2+3 or equivalent) in any discipline.

Schedule : Friday 6.30 to 9.30 PM

Fees : Rs. 125,000/- (This does not include campus visit expenses)

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 Who should attend?

• Exclusively designed for Sales & Marketing

professionals who are at early stages of their career
– Working Professionals with minimum one year of work experience
– Professionals with 1-5 years of experience would be given preference in
selection

• Professionals who want to acquire managerial skills in sales &

marketing to accelerate their career growth
• Professionals looking for a rigorous management program in
sales & marketing from a reputed institute

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 Unique Features
Pedagogy Designed with a mix of experience sharing, real life case discussions, assignments
and industry/research based projects besides the lectures in class
Business leaders from different industries would be invited to share their experiences

Campus Visits 5-day IMT Ghaziabad Campus Module at the start for Program Orientation

3-day IMT Ghaziabad Campus Module at the end of the program

Certification Graded Post Graduate Certificate of Successful Completion from IMT Ghaziabad

Exclusive Workshop on Own Career Management & Growth

Offering on
Career
Management

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 Program Modules
1. Marketing Management
2. Sales Management
3. Customer Relationship Management
4. Marketing of Services – Focus on Financial Services
5. Business to Business Marketing
6. Retail Management
7. Managing Integrated Marketing Communication
8. Distribution Management
9. International Marketing
10. Marketing Research
11. Consumer Behavior
12. Product Management
13. Strategic Brand Management
14. Rural Marketing
15. Strategic Marketing Management
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DETAILED MODULE-WISE
CONTENTS

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 1. Marketing Management

Key Learning Outcomes

At the end of this module, the participants would
• Understand the basics of marketing
• Overview of the key areas in marketing function - Consumer Insight, Brand
Management, Product Management, Marketing Communication, etc.

Module Contents
• Understanding Marketing Management
• Capturing Marketing Insights Buying Behaviors of Customers
• Connecting with Customers
• Building strong Brands
• Shaping the Market Offering
• Delivering Value to Customers
• Communicating Value
• Creating Successful Long –term Growth

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 2. Sales Management

Key Learning Outcomes

At the end of this module, the participants would be able to
• Understand the basics of sales management in their organization
• Manage their sales force efficiently and effectively

Module Contents
• Nature and Scope of Sales Management
• Personal Selling and Marketing Strategy
• Organizing the Sales effort
• Sales Force Management
• Controlling the Sales effort
• International Sales Management

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 3. Customer Relationship Management

Key Learning Outcomes

At the end of this module, the participants would understand
• the importance of CRM
• achieving customer delight through an efficient CRM

Module Contents
• Changing nature of marketing and growth of services
• Importance of CRM
• Customer Development Process
• Identifying and measuring customer related factors: customer performance factors, customer focus
factors.
• Growing through Customer centric process
• Company orientations ,Customer Roles & Values Sought ,Customer Value
• Customer Value Management
• Customer Retention management
• Customer satisfaction and customer delight
• CRM software and real life case study in the Indian environment
• Customer Equity and Identifying relationships at risks, Permission marketing

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 4. Marketing of Services

Module Contents
• Emergence of service economy and service marketing
• Service as marketing entity – characteristics and implications
• The service marketing tools
• Service types and service encounter
• Developing service strategy- value discipline
• Source of competitive advantage in service
• Sustainable competitive advantage in service industries
• Service consumer behavior
• Modeling consumer behavior for strategic implications
• Quality issues in services
• Quality transformation in service businesses
• Service failure and recovery

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 5. Business-to-Business Marketing

Key Learning Outcomes

At the end of this module, the participants would be able to
• Understand the various principles of marketing in a B2B organizations
• Acquire necessary skills to manage the marketing functions in B2B organizations

Module Contents
• Introduction to Business-to-Business Marketing
• Understanding Business Customer’s Buying Process and Behavior
• Segmentation of Business Market
• New Industrial Product Development
• Managing Mature Industrial Products
• Branding of Industrial Product
• Pricing of Industrial Products
• Distribution Channels for Industrial Products
• Personal Selling of Industrial Products

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 6. Retail Management

Module Contents
• Retailing: role, relevance, and trends
• Retail formats and theories
• Segmentation, Targeting and positioning in Indian retailing
• Understanding the retail consumer
• Retail location strategy
• The retail marketing mix
• Merchandise management
• Organization structure and human resource management in retail
• Retail operations
• Measurement of performance
• Application of IT to retail marketing

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 7. Integrated Marketing Communication

Module Contents
• Role of Advertising in the Marketing-Mix
• The Communication Integrated Marketing Communication (IMC)
• Scope of Advertising
• How Advertising Works
• Forms of Advertising
• Advertising Scene in India
• Advertising Agency
• Advertising Objectives From Marketing objective to Advertising Objective
• Advertising Budget
• Advertising Message Creation
• Advertising Media Planning
• Evaluation of Advertising Effectiveness
• Advertising and Society
• Sale Promotion: The Tactical Tool

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 8. Distribution Management

Key Learning Outcomes

At the end of this module, the participants would be able to
• Understand the importance of distribution in marketing and sales
• Acquire the skills for managing distribution of an organization

Module Contents
• Understandings Distribution Management
• Functions & Activities
• Functional optimization Guidelines
• Understanding of Logistics & few Concepts
• Designing & Planning the Flow
• Channel Dynamics and Management

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 9. International Marketing

Module Contents
• Framework of International Marketing-Basis Of International Trade.
• Regional Distribution Of World Trade
– Indian Basket of Imports & Exports
– Terms Of Trade
– Global Trends and Prospect
– Instruments of Trade policy
• Institutional Infrastructure for Export Promotion in India
• Export Assistance, Incentives &Recognitions
• Identifying Foreign Markets
• Product Planning for Exports
• Pricing for Exports
• Market Entry and Overseas Distribution System
• Marketing Plan for Exports
• Decision-making for Export Operation
• New Techniques in International Marketing

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 10. Marketing Research

Key Learning Outcomes

At the end of this module, the participants would be able to
• Understand the importance and basics of marketing research
• Execute a marketing research for their organization
•Gain Customer Insights from the marketing research conducted

Module Contents
• Introduction and Early Phases of Marketing Research
• Research Design Formulations
• Data Collection , Preparation , Analysis and Reporting
• Ethical Issues in Marketing Research

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 11. Consumer Behavior

Module Contents
• Consumer Behaviour – Nature, scope and application
• Consumer Markets and Buyer Behaviour
• Business Markets and Business Buyer Behaviour
• Influence of Culture on Consumer Behaviour
• Influence of Subcultures on Consumer Behaviour
• Cross-Cultural Consumer Behaviour-An International Perspective
• Social Class, Status and Consumer Behaviour
• Reference Groups and Family Influences on Consumer Behaviour
• Consumer Motivation, Perception and Learning
• Personality, Lifestyle, Attitude and Consumer Behaviour
• Communication and Consumer Behaviour
• Consumer Decision Making
• Consumer Influence and the Diffusion of Innovations

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 12. Product Management

Module Contents
• Introduction to Product management; Market Planning
• Market Analysis: Market Definition and competitor identification/analysis
• Strategy for New Products: Segmentation and Positioning , Product
Innovation and adoption
• Market strategies for new markets: Product Positioning and
communication
• Market Strategies for mature markets: Market Expansion or Market
Share ,Innovation or price competition
• Product Policy and Marketing strategy
• Business Model and Marketing strategy
• Introduction to New Product Management; new product process, concept
life cycle, opportunity identification and Product Innovation charter

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 13. Strategic Brand Management

Module Contents
• Introduction to Strategic Brand Management
• Psychological and attitudinal aspects of consumption
• Fundamentals of brand design
• Positioning & Concept
• Brand Building Strategies & Tools
• David Aaker's Brand Equity Model
• Kapeferer's Brand Identity Prism
• Managing the time factor- brand adaptation
• Brand Architecture & Leveraging Brand through
Extensions
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 14. Rural Marketing

Module Contents
• Principles of Marketing Management as relevant to Rural marketing
• Changing concept of marketing
• Profile of Urban/Rural Markets/Customers and differences in their
Characteristics
• Features of the Rural Market/infrastructure.
• Products and services in the Rural Market.
• Transportation/Communications/Logistics/Stocking/insurance.
• Channels of Distribution and trade management.
• Characteristics of pricing in the rural markets for different products and
factors influencing
• Manpower/Advertising/Sales Promotion strategies for rural marketing
• New Product Launch techniques in Rural Markets
• Marketing strategies, Policy Sales Management Practices Training,
motivation and evaluation.

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 15. Strategic Marketing Management

Module Contents
• Strategic Marketing Management
• Marketing Environmental Scanning & Strategic Analysis
• Strategic Customer Points
• Obtaining a Sustainable Competitive Advantage
• Alternative Business Strategies & Marketing Warfare
• Strategic Implementation

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 About Program Directors
• Prof. Mukesh Chaturvedi
• Ph.D., BITS Pilani, 1989
• MMS (Master of Management
Studies), BITS Pilani, 1977.
B.A. (Hons.), BITS Pilani, 1974.
• L.L.B. from Ranchi University
Prof. Anand G. Khanna
• Associate Professor - Marketing
• M.B.S (Masters in Business
Statistics) and PGDBA from
MONIRBA, University of Allahabad
• 30+ Years of experience in Industry
and Academics
• Has conducted training programs
for leading corporates like Moser
Baer, NTPC, NHPC and NDPL
• Co-chairman, MDP & Consultancy
Centre
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 How to Apply
Application period
• Admissions in Progress. Please contact NIIT IMPERIA
Executives for details
Application forms
• Application forms can be obtained from
www.niitimperia.com or at local NIIT IMPERIA Centres
• Students could also apply online at
www.niitimperia.com

Class would commence on or after March 29 2010

 Documents Required for Application

• 1 Passport size photo affixed [Latest photo with light

backdrop]
• Proof of Date of Birth [DOB Certificate / 10th Std Mark
sheet]
• Proof of Graduation Completion [Provisional / Degree
Certificate]
• Proof of Graduation % [Graduation Marks sheets for all
years]
• Proof of Experience [Experience Certificates as supporting
documents for all the jobs mentioned in the form]
• Proof of Current Employment [Letter from the HR with
current date / Latest Pay slip]
SYNCHRONOUS LEARNING - NIIT
IMPERIA

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NIIT IMPERIA - TECHNOLOGY EDGE

 18 Classrooms in 17 cities
 Direct one-to-one interaction is ensured through individual ICT
systems for each student:
 High-performance PCs
 Webcam
 Audio system and microphone at each workstation,
connected directly to faculty at institutes
 Classroom interactions & ambience are facilitated by clusters of
student-stations and camera & projection systems that span the
STUDIO VIEW
full classroom.
 6 Synchronous Learning Centers created within corporate
premises
 Learning Management System (LMS):
• supplementary e-learning
• program-specific notices
• online submission of assignments
• reminder services
• online testing
• student records
CLASSROOM VIEW

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 SNAPSHOT OF STUDENT PC - TYPICAL STUDENT VIEW

FACULTY

SLIDE SHOW / WHITE BOARD

STUDENT VIDEO
SYNCHRONOUS LEARNING

REPLICATION OF LIVE CLASSROOM

Full features of face-to-face

teaching

Raised-hand-seeking-teacher's-
attention

Tabulation of responses

Quizzes randomly created by the

teacher

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 For any Queries Or Doubts,

Call Us At 18001806060 (MTNL/BSNL)

or 60006448 (Others)
(Or)
Write to imperia@niit.com

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