This programme equips you with the skills and strategic expertise sought after for senior sales & marketing roles. Here's how it prepares you for the next level:

• Strategic Vision: Develop winning go-to-market strategies and drive profitable customer acquisition.
• Team Leadership: Master the skills to build, motivate, and lead high-performing sales & marketing teams.
• Data-Driven Decisions: Leverage data analytics to optimize strategies and maximise ROI.
• Advanced Negotiations: Close complex deals with confidence and secure win-win outcomes.
• Industry Expertise: Gain insights applicable across diverse sectors, making you a versatile outcome-driven expert.

The IIM Lucknow Executive Programme in Sales and Marketing distinguishes itself through a combination of factors that make it a superior choice for professionals seeking to enhance their skill set:

• IIM Lucknow Advantage: Get certified by IIM Lucknow, the globally recognised AMBA and AACSB-accredited institution that sets the benchmark for excellence in business programmes.
• Experiential Learning: Leverage distinctive pedagogy of Case Studies, Assignments, Hands-on Sessions, and Campus Visits.
• Top Faculty: Learn from IIM Lucknow Faculty and industry leaders in Sales and Marketing practices.
• Executive Alumni Status: Become an Alumni of IIM Lucknow Executive Education and network with top professionals. Alumni status will be subjective to the payment of alumni fees.
• Most-preferred Learning Platform: Learn on TalentSprint's award-winning Pracademic Platform, the best-in-class interactive AI-powered digital delivery platform.
• Network with Leaders: Learn with an outstanding peer group of aspiring managers.

Consider this programme an investment in future-proofing your sales & marketing career and to accelerate your careers, especially towards leadership positions. Here's how it equips you for the climb:

• Future-Proof Capabilities: This programme equips you with the skills to excel in high-demand sectors. Companies are actively seeking professionals who can navigate the evolving landscape, and this programme puts you ahead of the curve.
• Growth Mindset: This programme goes beyond traditional sales and marketing tactics. It fosters a growth mindset, empowering you to think strategically, embrace innovation, and adapt to changing market dynamics.
• Earning Potential: By mastering the latest skills and strategies, you'll become a valuable asset to any organisation. This translates to increased earning potential and opens doors to leadership positions with higher salaries.

Upon completion of the programme, participants can expect the following outcomes:

• Strategic Channel Management: Design and implement efficient sales and marketing channels that optimize customer reach and engagement, leading to increased market penetration and brand visibility.
• Market Expansion and Customer Acquisition: Develop a strategic mindset for identifying new market opportunities and implementing effective customer acquisition strategies, driving sustainable business growth.
• Adaptability and Continuous Learning: Cultivate a growth mindset and embrace continuous learning to adapt to the ever-evolving trends and technologies in the sales and marketing landscape.
• Digital Marketing Mastery: Leverage technology and digital media channels effectively to enhance marketing efforts, reach a wider audience, and maximize ROI on marketing investments.
• Critical Thinking and Problem-Solving: Hone critical thinking and problem-solving skills to address complex business challenges, make data-driven decisions, and navigate the dynamic business environment with agility.

Overall, the program equips participants with a holistic skillset, enabling them to lead sales and marketing initiatives, drive innovation, and achieve sustained business success in the digital age.

A sales and marketing professional from diverse industries

Senior professionals in sales and marketing looking for structured domain knowledge for managing widespread teams with diverse skillsets

The programme will be taught by the esteemed IIM Lucknow Faculty. To meet your future mentors, visit here

The programme will be delivered in an interactive online format, retaining effectiveness while maintaining safety. The format uniquely combines the benefits of an in-class programme with the flexibility and safety of online learning.

• Synchronous programme delivery by expert faculty
• Interact and get doubts answered by faculty
• Peer learning through working in groups with other participants
• Support from mentors for projects

Your peers will be managers, aspiring leaders or entrepreneurs interested in strengthening their decision-making and problem-solving capabilities.

You will get access to TalentSprint’s career accelerator program designed to empower and guide you toward professional success.

Participants can pay an additional fee of ₹10,000 + GST to avail the Executive Education Alumni Status and its benefits.

The programme format with LIVE Interactive Sessions, capstones, group projects and case study analysis enables a conducive environment to network with your peers in the cohort.

As an Institution of National Importance, IIM Lucknow enjoys autonomous status under the MHRD. This program is a fully approved certificate program offered through IIM Lucknow's Executive Education.

All participants are required to execute, before the start of the program, an agreement that consists of the standard programme Terms and Conditions. It has the following components:

• Part A: Etiquette and Platform Rights Classroom Etiquette & General Policy Guidelines Tools and Platforms in Use Tools and Platforms: Terms of Use
• Part B: Honor Code
• Part C: Certification
• Part D: Programme Fee, Refund, and Termination Policy

Candidates will be selected based on the details of education, work experience, and a statement of purpose submitted along with the application.

A Relationship Manager will be assigned to the applicant, who will gather all the necessary information and represent his/her candidature to the selection committee for review. The profiles will be sent to IIM Lucknow for selection.

• Education: Graduates/Post Graduates/Diploma in any discipline with minimum 50% marks.
• Experience: Professionals with Minimum 4 years of work experience can apply

Join in these easy steps:

• Share your details and apply for the programme
• Submit all the necessary documents
• The programme selection committee will evaluate your candidature
• Upon selection, complete your enrollment and join the programme

Module 1: Foundations of Sales and Marketing

Introduction to Advanced Sales and Marketing Strategy
• Foundations
• Market segmentation & Positioning
• Buyer Behavior
• Product & Service strategy
• Role of IMC in a digital world
Understanding your Consumers
• Motivation
• Learning
• Attitude
• Information processing
• Personality Traits
• Consumers: Segmentation and targeting
• Customer behavior and social networks
• Reaching customers through digital marketing
Marketing Research
• Marketing Research Process
• Problem Formulation
• Research Design & Methodology
Marketing In A Digital World
• Marketing in a Digitally connected world
• Competition: Differentiation and positioning
• Marketing communication and advertising
• Pricing, new products, and technology
• Trends in social and digital Marketing
• Paid/Earned/Owned media and Inbound/Outbound

Module 2: Brand Management and Strategic Communication

Brand Management through Integrated Marketing Communication (IMC)
• Fundamentals of Branding
• Branding Architecture
• Choosing a marketing communications mix
• Structuring an IMC campaign
• Brand Equity
Art of Storytelling for Sales and Marketing Professionals
This module has been designed on workshop format for active participation covering:
• Importance of storytelling
• Integration of the storytelling with the customer's journey
• Covers Seven basic plots and story element
• Learn to craft stories to
  • Influence and persuade
  • Sharing corporate values
  • Simplifying data
  • Building Rapport
  • Overcoming sales objection

Module 3. Digital Marketing Tools and Analytics

1.Digital Marketing Tools & Social Media Management
• Basics of digital marketing tools
• Search Engine Optimization (SEO) tools; keyword research and keyword planning tools; On-page SEO techniques: indexing, key word placement and content optimization
• Search Engine Marketing (SEM):
  • Pay per click advertising tools: Google AdWords
  • Bidding strategies
  • Designing and monitoring search, display & video campaigns
  • Email marketing: Designing email marketing campaigns using Mail Chimp, building email list and signup forms, email marketing strategy and monitoring
• Paid Search Marketing
• Digital marketing tools: Google Adwords;
• Social media marketing tools: HuitSuite; Facebook, Instagram, Twitter Ads
• Web analytics tools (Google Analytics, Matomo)
• Social media ROI, e-mail marketing, and Web analytics
• CRM systems
Marketing Analytics, Sales and Strategy
• Why Analytics?
• Introduction to marketing analytics
• Data collection in digital marketing
• Descriptive and Inferential Analytics
• Predictive and Prescriptive Analytics
• Implementation of predictive analytics
• Optimizing ROI for marketing campaigns
• Data visualization for insights
• Analytics for decision-making

Module 4: Sales and Marketing – The Bigger Picture

Understanding the Strategic Perspective of Sales & Distribution
• Channel Realties in the Indian Market
• Channel Design & Other Issues
• Role of Technology in Distribution Channels
• Consumer Behaviour & Sales
• Sales Management concepts & Personal Selling Basics
B2B Sales and Marketing
• B2B buying process
• Salesforce enablement and development
• Key account management
• B2B marketing in the digital age
Channel Design and Distribution Management
• Channel design conflicts and issues
• Evaluating, motivating, and controlling channel members
• Distribution strategies
• Differences in the urban and rural distribution
• Optimising distribution channels
Retail Sales Strategies
• Fundamentals of retail
• Retails formats
• Merchandising
• Location & layout
• Omnichannel strategies
Sales and Marketing: Co-dependency and Strategy
• Coexistance and impact of marketing and sales activities on each other
• ROI of Marketing initiatives and impact on sales
• Marketing Mix Modelling
• Cross Channel Attribution
• Multi-Touch Attribution
• A/B Testing and Optimization
• Planning and Updating sales and marking strategy
• Continuous review cycle and update of strategies
• Marketing automation and its effects

Module 5 – Leadership and Innovation

Leadership Workshop for Sales and Marketing Professionals
• Understanding and managing Self and Others.
• Managing Diverse Teams.
• Building Next Line of Leadership through coaching and mentoring
• Building an organizational culture for performance
Design Thinking Workshop
• Design Thinking: Theory, Process and Tools
• Group Practice of Design thinking tools with multiple product/service problems
• Group Practice of Design thinking tools on different retail distribution challenges
• Presentation and Discussion of innovative solutions
Workshops

Module 6 – Capstone Project

• Experience a high-impact format perfected to transform sales and marketing professionals
• 10-month Executive-Friendly Programme with weekend-only classes
• 150 Hours LIVE Interactive Sessions led by IIM Lucknow Faculty
• Judicious blend of lectures, real-life case studies, quizzes, capstone projects
• 5 days On-Campus Learning (3 days at the beginning and 2 days at the end)at IIM Lucknow
• Classes will be held during weekends.

The programme starts in December 2024.

It is a 10 months programme comprising of

• Two campus visits to IIM Lucknow
• Live Interactive Sessions by IIM Lucknow Faculty on weekends.
• Best-in-class Self-learning Content, Simulation, Case Studies, Quizzes and Assignments

The programme will be delivered through faculty-led interactive live sessions on TalentSprint’s ipearl.ai. These online sessions will be held at a schedule convenient for working professionals. Participants will be able to interact with the faculty through video, audio, and chat. They will also be able to chat with fellow participants of the programme during online sessions.

To ensure the best learning experience, we strongly encourage you to attend all classes. Due to the interactive nature of the program, we do not record sessions. If you miss a class due to unavoidable circumstances, we recommend connecting with classmates to review notes and materials.

The programme includes continuous formative and summative assessments. The final scores will be determined based on the sum of scores of various assessments.

Yes, participants are required to have their laptops.

Reading material (pre/post session) will be shared regularly through the Online Learning Management System in the PDF format and it is downloadable. The access to the learning platform is valid only till the end of the course duration of the participant.

A certificate of successful completion is provided upon completion of all requirements of the programme. All examinations and evaluations related to the certification are carried out by IIM Lucknow.

For programme fee-related details, please visit Fee Page

Yes, flexible EMI options are available that enable you to pay the programme fee in instalments. Please reach out to your RM to know about the details of the schemes available.

For scholarship-related details please visit fee page. You can also reach out to your RM for more details.

No, the application fee is non-refundable.

No. The programme fee is non-refundable and non-transferable under any circumstances.

Professionals have multiple options for funding.

• Sponsored by employer
• Self-funded: Based on our experience of enabling 3000+ professionals who have participated in our executive programs, self-funding is the most preferred option with over 80% choosing this.

• Freedom: To opt for a programme of their choice, at a time of their choice, with an institution of their choice and not be restrained by the organization’s policy.
• Flexibility: To pursue greater career opportunities well even beyond their current employer or to nurture their entrepreneurial ambitions.
• Funding: Access to flexible EMI schemes. We have also observed that the commitment levels were higher among self-funding participants.

ipearl.ai (Interactive Platform for Experiential and Remote Learning) is created by TalentSprint’s engineering team led by our Chief Technology Officer, an IIT Kanpur alumni. The platform integrates best-in-class open source technologies and SaaS services and perfected them over the last seven years.

When this platform was built, we intended to offer it to our partners and customers for digital learning and delivery. Since 2013, the platform has been extensively used by IIM Calcutta, Indian Institute of Sciences, IIT Kanpur, IIIT Hyderabad and IIT Hyderabad, and many more of our customers and partners. More than 300,000 students have used this platform, which is reputed for user experience, quality, and scale.

This feature-rich platform has become so popular that some of our partners are now using it for their academic needs.

The tried and tested direct-to-device platform enables 24 x 7 learning for its users. Some key benefits of the platform are:

• Intuitive student experience through a user-friendly LMS
• Seamless faculty experience through state-of-the-art Studios
• Highly Interactive Online Classes
• Effective group/peer learning/projects through Breakout Rooms
• Proctored Online Assessments with detailed analysis
• Insightful Reports on student engagement and performance
• Flexible integration with other components, as needed

A comparative study of iPearl.ai against Canvas, Impartus, Moodle, Google Classroom, Microsoft Teams, and Zoom was conducted. Features in the following categories were compared:

• Instructor-led Learning
• Self-paced Learning
• Assessments/Evaluations
• User Experience
• Customer Support
• Scalability and Performance
• Integration and Customization
• Others

• An internet-connected device, Computer/Laptop/Tablet/Smartphone, is enough to access the platform.
• Web camera and Mic with necessary power backup will be needed for proctored online assessments.

• AMBA & AACSB Accreditation
• #7 in NIRF B-School Rankings
• Top 100 at the FT Masters in Management
• Global Alumni Network

The Indian Institute of Management Lucknow (IIML) is the fourth in the prestigious IIM family of management schools to be established in India. Envisioned and initiated by the first Prime Minister of India – Pandit Jawaharlal Nehru, the institute was established in the year 1984. Since then, IIML has touched a million lives, shaping its students into value-driven leaders, managers, and global players. The institute is involved in the creation, dissemination, and application of management knowledge and practice. With 7 CoEs and forging a partnership with 30+ institutions across 5 continents, IIML offers an ideal setup conducive to learning, accessibility, and excellence. In 2005, IIML expanded its area of influence in the realm of management education by becoming the first IIM to set up a satellite campus exclusively for Executive Education at Noida (Delhi NCR region). Know more.