10 Months, Live Online & In-campus Immersion

IIM Lucknow Executive Alumni Status*

IIM LUCKNOW

STRATEGIC MARKETING IN THE DIGITAL ERAEXECUTIVE PROGRAMME IN

Over the last decade, the marketing landscape has evolved. With the digital shifts in this field driving strategic and transformational impact, upskilling is no longer an option but a necessity. Enhance your strategic decision-making ability to drive customer-centric marketing transformation that is digital-ready and steer innovation for sustainable competitive advantage. Cater to the ever-evolving and informed customers across channels, while building long-term engagement with them through digital technologies.

To help you stay relevant today, IIM Lucknow has designed the Executive Programme in Strategic

Marketing in the Digital Era. You will gain a comprehensive view of modern marketing in the digital age, including innovative marketing strategies, strategic global marketing, digital marketing, design thinking, and emerging technologies like AI and Blockchain with their impact to optimise ROI and drive business growth.

OVERVIEW

STARTS ONDecember 30, 2021*

DURATION10 Months

PROGRAMME FEEINR 1,85,000 + GST

marketing leaders agree their function is under pressure to become more adaptive to deliver on long term strategy.

(Gartner, 2020)

90

marketers say their ability to meet customer needs depends on digital.

(Salesforce, 2021)

83

consumers say they will use more new digital media after the pandemic.

(Deloitte, 2021)

63

*Begins with introduction to platform

WHO IS THIS PROGRAMME FOR?

The Strategic Marketing programme is relevant for professionals pursuing strategic growth by serving customers better, innovating, and using new technologies.

Mid to Senior Professionals working in Marketing, Sales or allied roles seeking advancement in their career by developing a strategic understanding of marketing in a digital world, with the customer at the centre.

Senior Executives and Business Heads seeking to develop and integrate innovative marketing practices into their business processes and corporate culture for business growth.

Professionals who want to leverage the marketing strategies and implement best practices to effectively drive their organisation's growth.

PROGRAMME HIGHLIGHTS

10-months career-shifting programme

Learn from leading IIM Lucknow faculty and industry experts

Three-days campus immersion

Learn from real-world cases and a capstone project

Get the prestigious IIM Lucknow Certi�cate of Completion

Be eligible for the Executive Alumni Status

Dr Moutusy Maity has conducted training programmes across various organisations (Merck Pharmaceuticals, Indian Oil Limited, Indian Armed Forces). She has consulted with leading retailers on predictive analytics in India. She worked with The Nielsen Company, handling clients like PepsiCo, Frito Lay, and Eveready Batteries. Prior to this, she was an Assistant Professor at IIM Bangalore, and the University of Wisconsin, USA. She earned her doctoral degree in business administration (PhD) from the University of Georgia, USA. Her research has been published in international journals such as Journal of Retailing, Journal of Business Ethics, International Journal of Technology Management and Sustainable Development, Journal of Marketing Channels, among others.

Dr Prem’s work relates to the role of emotions in long-term customer relations, conditional promotions, and pricing. He has taught Pricing Strategy, Promotions Strategy, Consumer Behavior and Marketing Management to MBA students and Consumer Behavior and Marketing Theory to Doctoral students for the last five years. He has also trained leaders in these areas. His research is published in such leading international journals like Journal of Retailing and Consumer Services, Journal of International Business Education, and more.

Dr Moutusy Maity Professor, Marketing,Indian Institute of Management Lucknow

Dr Prem Prakash DewaniAssociate Professor, Marketing,

Indian Institute of Management Lucknow

PROGRAMME DIRECTORS

- Dr Moutusy Maity & Dr Prem Prakash Dewani

In today's fast-paced, ever-growing digital world, marketing leaders must rethink their approaches to address new customer needs effectively. In this context, we have developed this programme to enhance the decision-making capabilities of the participants by providing an advanced marketing perspective coupled with exposure to sustainable growth strategies, and familiarity with emerging technologies in strategic marketing management such as Analytics, Blockchain, and Artificial Intelligence.

PROGRAMME MODULES

MODULE: 1

Marketing Intelligence and Scanning Environment

Competing through the New Marketing Mix

Evolution of Marketing Mix in the Digital era

Understanding Consumer, Consumer Buying Behavior and Consumer Value in Digital Era,

Consumer Behaviour in Strategy Formulation

Segmentation, Targeting & Positioning

Competing through Innovation and New Product Solutions

Business to Business Marketing

Fundamentals of Marketing Strategy

Introduction to Marketing Research Process & Problem Formulation

Research Design, Research Methodology and Sampling

Measurements and Scaling in Marketing Research

Designing Marketing Research Tools; Data Collection Approaches

Data Organisation and Analysis, Data Driven Marketing using Analytics

Advanced Marketing using Blockchain Technology

Automation and AI for Business Growth

Customer Analysis

MODULE: 3 Marketing Research and Analytics

Marketing Communications: Objectives Decision

Media and Message Decision, Integrated Marketing Communications

Evolution of Content Marketing in a Digital World

Search Engine Optimisation

Search and Display Advertising

Social Media Marketing, Online Reputation Management, Social Media ROI

Leveraging Content and Social Media

Web Scraping, Text Mining

Online Marketing Research

Digital Marketing Metrics & Analytics, Web Analytics

Data Privacy and Data Security

E-mail Marketing, Mobile Marketing

Sales Strategy in Digital Era

MODULE: 2 Digital Marketing and Analytics for Scale and Growth

PROGRAMME MODULES

Note: Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the totalprogramme hours.

Capstone Project

The mandatory capstone project work will enable participants to apply the programme learnings tosharpen their industry-ready outlook.

Distribution Channel, Consumer-driven Distribution

Digital Marketing Channel

Channel Strategy: Optimisation & Budgeting

E-Commerce Models

Content Marketing, Multi-Channel and, Omni-Channel Marketing

MODULE: 6 Marketing Channels and Strategies

Product Management and New Product Decisions

Managing Services and Service Strategy

Strategic Brand Management

Brand Management in Web 2.0 and 3.0

Pricing Challenges, Pricing Strategies for Digital Customers

Pricing Models, Consumer Based Pricing, Value Based Pricing, Competition Based Pricing

Dynamic Pricing in Digital and Non-digital Environment

MODULE: 5 Product and Brand Management Strategies

Financial Acumen

Managing Human Resources

Communication and Negotiation

MODULE: 4 Management Essentials for Marketing

LEARNING OUTCOMES

Develop advanced competencies in digital marketing strategies

Lead marketing innovation across multiple levels of the organisation

Gain advanced knowledge of contemporary marketing techniques in theory and practice

Identify, understand, and leverage the ever-evolving digital marketingtechnologies, opportunities, and challenges

Become the next-gen marketing leader and e�ectively implement marketing strategies by

recognising customer and organisational needs

Devise growth strategies for sustainable competitive advantage

Develop cross-functional perspective crucial for driving business transformation

Upon successful completion of the programme, with a minimum 75% attendance and satisfactory academic performance, participants will be awarded a certificate of completion and will be eligible to receive IIM Lucknow’s Executive Alumni Status (optional). Participants are expected to have 75% & above attendance. The cumulative overall percentage of marks should be 50% and above. Those participants who do not meet these criteria will receive a certificate of participation from IIM Lucknow. No certificate shall be awarded if the attendance is less than 40%.

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Lucknow.

CERTIFICATE

ELIGIBILITY EVALUATIONAny Graduate with a minimum work

experience of 5 years as on Dec 30, 2021

Candidates should have scored minimum

50% of marks in Graduation/ Diploma/ Post

Graduation and should be currently working

Examination / Evaluation shall be conducted by

the Institute

Examination will be held for every course.

Participants will be given any one of the

following grades: “Excellent”, “Good”, “Fair” and

“Poor” depending on their performance in the

examination.

Indian Institute of Management Lucknow Management Development Programme

This is to certify that

__________________

has successfully completed

Strategic Marketing in the Digital Era

held during December 2021 - October 2022

Program Director Program Director Chairperson-MDP *Programme Delivery is in Blended Learning Mode.

Upon completion of the programme, participants will need to register with a one-time registration fee of INR 10,000 + GST to receive the prestigious IIM Lucknow Executive Alumni Status (optional). The benefits include:

Executive Alumni status of the Indian Institute of Management Lucknow

Receipt of all IIM Lucknow programme brochures and newsletters along with details of souvenirsavailable with MDP Office

Lifelong access to a network of distinguished IIM Lucknow Executive Alumni

Access to the IIM Lucknow Campus Library (onsite access)

10% discount in fee for any additional programme (Open programme, Online) at IIM Lucknow

10% group discount on the fee for reference of participants (minimum group of five)

Note: The Executive Alumni benefits are subject to the discretion of IIM Lucknow.

IIM LUCKNOW EXECUTIVEALUMNI BENEFITS

STANDARD FEE

INR 46,000 + GST

INR 47,000 + GST

INR 28,000 + GST

INR 64,000 + GST

Duration 10 Months AcademicOrientation

Jan 9, 2022

Click here to apply to the programme.

Live OnlineSessions

3 Hours/ Sunday 3:30 PM to 6:30 PM

Programme Application Link

PAYMENT SCHEDULE

Programme Fee INR 1,85,000 + GST

Executive Alumni Fee(Optional)

INR 10,000 + GST (To be paid after programme completion)

Instalment Schedule

PROGRAMME DETAILS

Jan 5, 2022

May 5, 2022

Sep 5, 2022

Within 7 days post selection

REMARKS

Note:- The actual programme schedule will be announced closer to the programme start- In case a programme session corresponds with a public holiday, the session would be held on the following day- GST (currently @ 18%) will be charged extra on these components

Note: Admissions are on a first-come, first-serve basis. There might not be subsequent rounds if seats are filled in the initial rounds

Round-wise Application Dates

Date Amount

Round 2

Instalment 1

Instalment 3

Booking Amount

Instalment 2

Rounds

Round 1

Dec 2, 2021

Nov 11, 2021

INR 3,000 + GST

Round 4 Jan 4, 2022 INR 3,500 + GST

INR 2,500 + GST

Round 3 Dec 22, 2021 INR 3,500 + GST

PARTICULARS

Experience Documents:

Graduation and Post-Graduation Education:

ID Proof:

We use the Zoom software application to conduct live online classes. Zoom works on a variety of PCs/ Laptops/ Mac systems and also on phones and tablets.

You can join your live online class from a phone or tablet if it supports the Zoom client.

We recommend that you attend classes from a PCs/ Laptops/ Mac.

For Previous Organisation(s): Relieving lettersFor Current Organisation: Current Salary Slip or Bonafide Certificate from the HR department on company letterhead

Marksheet – Individual or consolidated (all semesters)Passing Certificate – If AnyDiploma/ Degree/ Doctorate

Any Government-issued photo ID like PAN Card/ Driving License/ Passport, etc.

This programme includes live online classes conducted on Zoom. To attend a live online class you will need to have a PC/ Laptop/ Mac with:

Speakers and microphone: built-in or a USB plug-in or wireless Bluetooth

Webcam: built-in or USB plug-in

Processor: with Dual Core 2Ghz or higher (i3/ i5/ i7 or AMD equivalent)

RAM: 4 GB or higher

OS: Either MacOS 10.7 or higher OR Windows 8 or higher

An internet connection: Minimum bandwidth of 3.0 Mbps (up/ down)

Browser: IE 11+, Edge 12+, Firefox 27+, Chrome 30+

Zoom software client installed on your PC/ Laptop/ Mac

APPLICATION REQUIREMENTS

SYSTEM REQUIREMENTS

The Indian Institute of Management (IIM) Lucknow, is one of the premier national level institutes of management in India, involved in generating and imparting knowledge in the field of management. IIM Lucknow stands tall on the foundation of an excellent, committed and profoundly knowledgeable faculty, innovative pedagogical tools, as well as an electic and diverse student community that has a burning desire to make new paths of its own.

The Association of MBAs (AMBA) has accorded accreditation to the Institute's PGPM, IPMX, and WMP programmes. IIM Lucknow is amongst the five B-Schools in India to achieve the coveted dual accreditations by the Association to Advance Collegiate School of Business (AACSB) as well as the Association of MBAs (AMBA). World over, only about 5% of the institutes have acquired AACSB’saccreditation.

Eruditus Executive Education offers customised and open programmes in India, Singapore, Dubai and other global locations in collaboration with MIT Sloan, Columbia Business School, INSEAD, Harvard Business School (HBS), Kellogg Executive Education, Berkeley Executive Education, Wharton Executive Education, IIM Lucknow Executive Education, IIM Calcutta Executive Education and Emeritus. Our world-class executive education programmes, supported by eminent programme experts, provide an immersive learning experience integrated with actionable insights and practical business applications. The meticulously curated programmes are delivered in a different range of formats; in-class, online, as well as blended programmes. Our extensive portfolio also includes short 2-4 day in-class workshops, online courses of 2-3 months duration as well as comprehensive learning journeys that run over 6-9 months, customised to an organisation’s requirement.

4THRANK Best Business Schools in India

(NIRF, 2020)

ABOUT IIM LUCKNOW

ABOUT ERUDITUS

For registration and any other information,

please get in touch with us at iiml@eruditus.com

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