Program Context

Every organization operates in a dynamic marketplace. Competition, consumers, technology and market forces are constantly redefining the work environment. Newer and unexpected challenges are cropping up. The only way companies can stay competitive is by continuously adjusting and adapting their customer approach to meet the changing scenario. Amongst all this, the responsibilities of sales and marketing people have increased manifold. They now need to be proactive in assessing their target markets and consumer behavior, while adopting a more customer – oriented approach.

Program Objective

The program aims at helping participants in the following ways:
1. Sharpen their understanding of cutting-edge marketing tools
2. Develop advanced competencies in effective marketing strategy
3. Appreciate the complexities posed by the inter-relationship of market-mix elements
4. Internalize the wider organizational context of marketing and decision-making
5. Groom themselves for enhanced role in marketing and strategy

Who Would Benefit?

• Mid to senior-level marketing and sales managers
• Senior and middle managers in other functional areas who would like to develop an advanced proficiency in marketing, strategy and implementation

ABOUT IIM CALCUTTA

Indian Institute of Management Calcutta (IIM Calcutta) was established as the first national institute for Post Graduate Studies and Research in Management by the Government of India in November 1961. Established in collaboration with Alfred P. Sloan School of Management (MIT), the Government of West Bengal, The Ford Foundation and the Indian industry. IIM Calcutta has been playing a pioneering role in professionalizing Indian management through its Post Graduate and Doctoral Level Programs. The vision of the Institute is to be an International Centre of Excellence in all facets of management education, rooted in Indian ethos and societal values.

Program Directors

Professor Prashant Mishra