Advanced Programme for Marketing Professionals (APMP)

• Professor Ramendra Singh
• Professor Suren Sista

The Advanced programme for Marketing Professionals (APMP) of IIMC is a distance education certificate programme.

The sales and marketing function at any organization forms the back bone of the business. A proper and scientific approach to sales and marketing function can not only make the business viable and efficient but also makes the business reasonably immune to sudden and inevitable environmental changes. The one year course is developed with the clear focus of sales and marketing for big corporate, small and medium enterprises and also for entrepreneurs.

The programme aims at helping participants in the following ways:

1. To learn cutting edge knowledge about sales and marketing theory and practice
2. To develop knowledge and competence for effective market planning and execution
3. To learn and appreciate challenges of complexities posted by the interrelationship of various market mix elements (e.g. Product, price, promotion) and ways and means of building effective response
4. Appreciate the organizational context of marketing decision making and issues thereof
5. Groom themselves for higher roles in sales and marketing function.

The programme is broadly divided into two courses – the Foundation Course and the Advanced Course

The programme is targeted at the middle to senior level executives in sales and marketing function looking for cutting edge knowledge on both strategic and tactical issues concerning sales and marketing functions in the business in order to prepare them to take higher responsibilities. The programme aims at augmenting professional capabilities of mid-career professionals in sales and marketing functions by imparting knowledge about market planning issues, challenges and complexities arising out of interrelationship of marketing mix elements and appreciates the organizational context of sales and marketing decision making.
Candidates should have 50% or higher in graduation (10+2+3/10+2+4/10+2+2 /11+1+3) from a recognized university (UGC/AICTE/DEC/AIU) to be eligible. Candidates with minimum three years Diploma after class XIIth from recognized institutions like AICTE etc./state govt. bodies are also eligible for the program. Marks for all (3 or 4) years to be included for calculating graduation percentage.Those candidates who have less than 50% marks in graduation but have more than 50% marks in Post-Graduation (from a recognized university) are also eligible for the program.
Candidates should have a minimum of five (05) years of full-time paid experience at the time of application. This should be after the graduation degree / Qualifying degree is complete and should be working at the time of filling up the application form

The programme will be delivered through online platform once in a week (Saturday 9.00 am -12.00 pm).
Campus –2 campus visits of 8 days (one visit of 3 days & one visit of 5 days).
The campus visits will be conducted subject to the evolving pandemic situation and will depend on government and institute regulations, advisories and guidelines related to the pandemic.

Programme Fee: Rs. 3,90,000/- + (applicable taxes)

Each course will be taught with the help of case studies, live corporate examples and general discussions. In order to provide greater industry insights, practitioners would also be invited to share their experiences.

The programme will comprise the following modules:

Why Consumers Buy?

• 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

Understanding Markets

• Research Framework and Research Problem
• Qualitative Research
• Quantitative Research

Financial Acumen for Marketing

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

Managing Teams

• Understanding Teams
• Goal Setting, Performance Appraisal, Counselling

Workshop on Negotiation skills for Sales & Marketing

• Principled Negotiations
• Single and Multi-issue Negotiations

Managing Products, Services and Brands

• Product Management
• Managing Services
  • Brands and Branding

Managing Sales, Channels, Retail

• Managing the Salesforce
• Sales Management
• Managing Retailing and Distribution

Integrated Marketing Communications

• Basics of Marketing Communications
• Understanding Media
• Digital Marketing
  • Social Media Marketing

Contemporary Issues in Marketing

• Marketing Analytics
• Emerging Issues in Marketing

Formulating & Designing Marketing Strategy

• Marketing Planning
• Positioning Strategy
• Pricing Strategy
  • New Product Strategy

Candidates should be working at the time of filling up the application form.

Candidates should have a minimum of five (05) years of full-time paid experience at the time of application. This should be after the graduation degree / qualifying degree is complete.

July 2023

For further details and for downloading the application forms please visit
https://timestsw.secure.force.com/applyProgram/?programId=a065j00000EHNGAAA5