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Duration
- 9 Months
- 91.5 Hours Of Online Learning
- 6.5 Hours Of Offline Learning
Eligibility :
Any GraduateMode:
Live Online + On - Campus ImmersionsSchedule :
Sunday, 10:15 am onwards, (15 min in-between break for most classes) The classes will be held once a week.Program Fees
₹1,000 – Application Fee₹1,15,000 + GST – Program Fee
EMI Options Available *
Instruction Medium
EnglishEligibility
For Indian Participants – Graduates from a recognized University (UGC/AICTE/DEC/AIU/State Government) in any discipline.
For International Participants – Graduation or equivalent degree from any recognized University or Institution in their respective country.
Overview
This programme is
designed for working professionals and entrepreneurs who want to stay ahead in
today’s fast-evolving marketing landscape. It equips participants to connect with
the latest developments in marketing, align organizational and marketing strategies,
and make informed, marketing-driven business decisions.
Learners will gain exposure to cutting-edge trends and applications, enabling them
to evaluate and refine existing marketing architectures while designing advanced
strategies that drive business growth. The curriculum highlights the nuances of
strategic marketing management and prepares participants across industries—such as
BFSI, healthcare, pharma, start-ups, logistics, telecom, IT, FMCG, manufacturing,
digital health, and clean tech—to manage their marketing functions more effectively
and strategically.
Eligibility
For Indian Participants – Graduates from a recognized University (UGC/AICTE/DEC/AIU/State Government) in any discipline.
For International Participants – Graduation or equivalent degree from any recognized University or Institution in their respective country.
Proficiency in English, spoken & written is mandatory.
Working Professionals with a minimum of 4 years of experience.
Why Choose IIM Kashipur ?
Member of prestigious global accreditation bodies
AACSB (Association to Advance Collegiate Schools of Business) and EQUIS (EFMD Quality Improvement System).
NIRF Ranking
Ranked 23rd in the Management Category under the NIRF 2025 rankings.
Distinguished IIM Faculty
Learn from experts who blend academic excellence with industry knowledge, guiding professionals to become future-ready HR leaders.
Campus Immersion Experience
Engage in a two-day campus immersion at IIM Kashipur for in-depth interactions and networking opportunities.
Prestigious IIM Certification
Earn a certificate from IIM Kashipur on successful program completion, strengthening your professional profile.
Learning Outcomes
Stay Ahead in the AI Era
Stay ahead in the AI-powered marketing era by mastering cutting-edge tools like data analytics, cloud, blockchain, and AI applications in business.
Gain Global Perspectives
Gain global perspectives by learning from case studies inspired by Silicon Valley practices and multinational success stories.
Reskill and Upskill for Career Growth
Reskill and upskill for career growth and stay job-market ready in an evolving digital economy.
Unlock Cross-Sector Opportunities
Unlock cross-sector opportunities in industries such as IT, consulting, BFSI, retail, real estate, hospitality, and service sectors
Build Business Development & Leadership Skills
Develop business development expertise and sharpen strategic decision-making for leadership roles.
Drive Innovation with Indian Problem-Solving Approaches
Drive innovation using frugal and scalable marketing strategies rooted in Indian problem-solving approaches.
Learn from IIM Kashipur Faculty
Learn directly from IIM Kashipur faculty and benefit from the institute’s thought leadership in management education.
Transform Your Career with a Premier IIM Credential
Transform your career trajectory with a credential from a premier IIM, enhancing your professional brand and leadership journey.
Programme Highlights
Prestigious Certification
Earn a certificate from IIM Kashipur upon successful completion of the programme.
Campus Immersion Opportunity
Conclude your learning journey with a one-day campus immersion at IIM Kashipur, featuring academic recap sessions, hands-on exercises, and networking with peers and faculty.
Industry Engagement & Case Studies
Gain practical insights through global and Indian case studies on companies like Apple, Nvidia, OpenAI, Lenovo, NIKE, IKEA, and Google, connecting marketing leadership with AI-driven innovation.
Project & Applied Learning
Work on group projects, case presentations, and assignments designed to apply marketing strategy frameworks and analytics tools to real-world challenges.
AI-Driven Marketing Innovation
Understand how AI is transforming branding, customer engagement, product innovation, and global marketing strategies, with lessons from both success stories and failures.
Comprehensive Analytics Exposure
Build expertise in marketing analytics—from product and pricing analytics to customer value modeling and social media analytics—supported by AI and data-driven tools.
Programme Objectives
Build a Strong Foundation in Strategic Marketing
Build a strong foundation in strategic marketing concepts and their role in driving sustainable business growth.
Gain AI-Powered Marketing Insights
Equip professionals with AI-powered marketing insights through real-world use cases in analytics, machine learning, and digital platforms.
Formulate and Implement Competitive Strategies
Develop the ability to formulate and implement competitive strategies at corporate, business-unit, and functional levels.
Learn from Global Best Practices
Expose participants to global best practices and case studies from leading companies such as Nvidia, OpenAI, Apple, and Intel.
Drive Innovation and Agile Models
Enhance participants’ understanding of innovation-driven marketing, productization, and agile business models.
Apply Strategic Frameworks Effectively
Strengthen decision-making skills using frameworks like PESTLE, SWOT, Porter’s Five Forces, BCG Matrix, and Ansoff Matrix.
Apply Digital and Data-Driven Strategies
Enable learners to apply digital, data-driven, and personalized marketing strategies to address dynamic customer needs.
Foster Leadership for Cross-Sector Growth
Foster leadership skills to manage cross-sector challenges and scale businesses in rapidly changing environments.
AI & Innovation Focus
AI-Driven Marketing
Transformative AI in brand management, customer engagement, and personalization strategies.
Generative AI Applications
LLMs like ChatGPT revolutionizing market research, campaigns, and content marketing.
Global AI Strategies
Healthcare, fintech, and consumer brands leveraging AI for expansion and advantage.
Innovation in Practice
AI-powered innovations: foldable devices, AR campaigns, gamification, and market research.
Analytics & Data Science
Product analytics, pricing models, A/B testing, and social media analytics with AI tools.
Curriculum Structure
Three Levels of Strategy
- What is a strategy?
- The Components of Strategy
- The Hierarchy of Strategies
What Is Marketing’s Role in Formulating and Implementing Strategies?
- Variations in Marketing’s Strategic Influence
- Market-Oriented Management
- Customer Centricity
- Factors That Mediate a Firm’s Market Orientation
- Market Opportunity Analysis
- Contents of a Marketing Plan
- Corporate Strategy Components and Issues
- Corporate Scope – Defining the Firm’s Mission
- Corporate Objectives
- Gaining Competitive Advantage
- Corporate Growth Strategies
- Ansoff Matrix
- Business Leadership (Domestic and International) of famous Business/Corporate Leaders from the Globe and their way of working and achievements
- Leadership Skills
- Organizational Leadership
- McKinsey 7S Framework for analyzing Organizational Design
- Social Entrepreneurship
Allocating Corporate Resources
- Portfolio Models (BCG Matrix and GE Approach)
Sources of Synergy
- Knowledge-Based Synergies
- Synergy from Shared Resources
Strategic Decisions at the Business-Unit Level
- How Should Strategic Business Units Be Designed?
- Business-Unit Objectives
- Allocating Resources within the Business Unit
- Managing Uncertainty in the VUCA World
How Do Businesses Compete?
- Generic Business Level Competitive Strategies
- Porter’s Strategies (Cost Leadership, Differentiation, and Focus)
- Miles and Snow’s Business Strategies
How Do Competitive Strategies Differ from One Another?
- Shifting Market Dynamics
- Learnings from Global Tariff War
- Learnings from Global Supply Chains and its Reconfigurations in Recent Times
- Differences in Scope, Goals and Objectives, Resource Deployment and Sources of Synergy
- Deciding When a Strategy Is Appropriate: The Fit Between Business Strategies and the Environment
- PESTLE Framework
- SWOT Analysis
- Appropriate Conditions for a Prospector, Analyzer, and Defender Strategies
Creating Customer Value and Customer Relationships
- Customer Perceived Value
- Customer Analysis
- Total Customer Satisfaction
- Maximizing Customer Lifetime Value
Buyer Behavior in Consumer Markets
- Social, Personal Factors
- Key Psychological Processes
- The Buying Decision Process: The Five Stage Model
Developing Marketing Strategy
- Customers, Segmentation and Target Marketing
- Choosing Attractive Market Segmentation: A Five Step Process
- Different Targeting Strategies Suit Different Opportunities
- Niche-Market, Mass-Market and Growth-Market Strategies
Diffusion of Innovations
- Frugal Innovation
- The Adoption Process and Rate of Adoption
- Adopter Categories
- Implications of Diffusion of Innovation Theory for Forecasting Sales of New Products and New Firms
Setting Product Strategy
- Product Characteristics and Classifications
- Productization
- Product and Brand Relationships
- Ethical and Transparent Sourcing
- The Role of Blockchain Tracking and Eco-Certifications (Sustainability)
Service Strategies and Policies
- What are Services?
- Tangibility Spectrum
- Characteristics of Services Compared to Goods
- Services Marketing Mix
- Key Focus on Fintech, IT, Health Care Industries etc.
- Infosys vs. Accenture on 7Ps of Services Marketing, SWOT Analysis, Customer Engagement, Digital Presence, Major Campaigns
Differentiation and Brand Positioning
- Developing and Establishing a Brand Positioning
- Identifying Optimal Points of Difference (POD) and Points of Parity (POP)
- Choosing POP and POD
- Establish Brand Positioning
- Differentiation Strategies
Designing and Managing Integrated Marketing Communications (IMC):
- Media and Message Decisions
- The Role of Marketing Communications
- The Response Hierarchy Models
- Managing Mass Communications
- Design the Communications: Message Strategy, Creative Strategy and Message Source
- Advertising Appeals
- Role of Celebrity Endorsers
Social Media Influencer Strategies
- Influencer Guidelines Globally
- Brand Building in India through Influencer Strategy for Both Indian and International Brands
Effective Sales Techniques
- Better B2B Selling
- Value Creation Strategy
- Sales Model and Approach
- Supplier Segmentation Matrix
- Creating Value through Transforming Customer Journeys
- New Paradigm and Impact
- Customer Aspiration Defined by Value Innovators
- Reinvent Customer Experience Journey
- Improving Customer Journey
Strategy on Distribution Channels
- Distribution Channel Strategy: Factors to Consider
- Different Distribution Strategy Types with Examples
- E-commerce
- Aspects of Distribution Strategy – Case Study on B2B Segmentation
- Managing Omnichannel – Case Study (Failure & Success)
- Channel Conflict Management
- Micro-Marketing
Marketing Strategies for New Market Entries
- Sustaining Competitive Advantage over the Product Life Cycle (PLC)
New Market Entries
- Objectives of New Product and Market Development
- ‘Made in India’ Chips, India’s Semiconductor Projects
- Innovation Insights on AI Powered Computers like Microsoft’s CoPilot + PCs, Foldable Smartphones, Smart Glasses, Wireless Charging Surfaces, Voice-Activated Wearable Translators, Lenovo ThinkBook Plus Gen5 Hybrid, Lenovo Rollable Laptop, Alef Aeronotics Model A Flying Car etc.
- Market Entry Strategies: Pioneer vs. Follower
Introducing New Market Offerings
- Types of New Products
- Managing New Product Development (NPD) Process
- Process Innovation at Indian Pharma Industry
- Innovation and Organizational Culture in Nvidia, Apple, and Lenovo (AI PCs, 5G, and Intelligent Devices for Lenovo)
Addressing Competition and Driving Growth:
Corporate sector competition and country wise competition
- Opportunities and Risks in Growth Markets
- Growing the Core
- Growth Market Strategies for Market Leaders
- Country Risk Analysis Frameworks
Share Growth Strategies for Followers
- Market Challenger Strategies
- Market Follower Strategies
- Market Nicher Strategies
Strategies for Mature and Declining Markets
- Challenges in Mature Markets
- Challenges in Decline Markets
- Strategies for Maintaining Competitive Advantage
Industry Dynamics/Attractiveness and Organizational Design
- Porter’s Five Forces Model
Consumer Behavior in Global Marketing Contex
- Opinion Leadership, Diffusion of Innovation
Product Strategies in Global Marketing Context
- Product standardization vs. Product Adaptation
- AI Led Global Marketing Strategy and International Brand Expansion (Aurolab – Health Care Industry)
Global Integrated Marketing Communications
- Standardization vs. Localization in Advertising
- Global advertisers and Promotion Mix
- Coca Cola’s ‘Share a Coke’ Campaign
- Dove’s ‘Real Beauty’ Campaign
- Cult Brands
- Brand Communities (Harley Davidson, Apple etc.)
Analyzing Business Markets (B2B)
- What is Organizational Buying?
- Buying Situations
- B2B Marketing Strategy of Razorpay – Fintech company (providing digital payment solutions)
- Participants in the Business Buying Process
- The Purchasing / Procurement Process
Specialized Topic
- Neuro Marketing
- Marketing Strategies for Digitally Networked World
- Value in Digital Era, Consumer Behavior in Strategy Formulation
AI and Brand Management
- Customers solving lifecycle problems: Customer acquisition, Customer development, and customer retention
- AI Success Stories
- Conceptual and Implementation Details from Orange Telecom (French company)
- Conceptual and Implementation Details from IKEA
- Conceptual and Implementation Details from NIKE
- AI Failure Stories (Learnings to be taken from failures)
- Conceptual and Implementation Details from Google – Gemini Incident
- Conceptual and Implementation Details from Google – Dear Sydney Incident
- Conceptual and Implementation Details from Levi Strauss & Co.
- Conceptual and Implementation Details from The LEGO Group
- AI Specific Lessons
- General Brand Lessons
- Brand Crisis Management
- Evolution of Content Marketing in a Digital World
Using Generative AI for early stage market research
- Large Language Models (LLM) like ChatGPT and Gemini
- The power of proprietary data and performance of LLMs
- Cost, Speed, and expanded Innovation funnel
- The future of market research through Gen AI
- Experiment with Gen AI for new advertising campaigns
- Augmented Realty campaign examples
- Gamification examples
- Sports Marketing & Analytics
- Movie Marketing & Sponsorship
- Tourism Promotion Campaign - Incredible India
Product Analytics
- A/B Testing for New Product Introduction
- A/B Testing for Marketing Strategy
- Statistical Hypothesis Testing Using Python
Pricing Analytics
- How pricing activities affect the overall business
- Analyze the profitability of specific price point
- Optimize a business's pricing strategy
Measuring Customer Responses
- Social Media Monitoring
- Social Media Analytics
- Measuring Customer Responses
- Customer Choice Modelling
Calculating Consumer Value
- Conjoint Analysis
- Calculating Consumer Value
- Calculating Lifetime Customer Value
- Basic Customer Value template
- Measuring Sensitivity Analysis with Two-Way Tables
Project and Case Study presentations by participant groups and faculty feedback with academic input and suggestions (online mode)
Campus Immersion Demonstration of Software tools (visit to IIM Kashipur Campus):
- Search Advertising Using Google Ads
- Setting up Google Ad: a practical exercise
- Keyword planner
- Reach planner
- Google Ad Analytics
Campus Immersion (visit to IIM Kashipur Campus): Recap of the Academic Ideas and Concepts used in the Program by Faculty (3 hrs.) +
Certificate Distribution at Campus – one day Campus visit in the weekend may be planned in August 2026, it will be arranged by Participants themselves at their own expenses. Specific date for Campus visit will be informed at least 30 days in advance.
Course Benefits to participants
- Opportunity to earn a Certificate of Completion/Participation from IIM Kashipur.
Who Is This Programme For?
Working executives from B2B and B2C domains
Professionals from the hotel and hospitality industry
Executives from IT and consulting firms
Entrepreneurs managing family businesses or start-ups
Professionals from the banking, insurance sector, retail industry and real estate and various service sector
Assessment & Evaluation Weightage
Individual Assessment (outside class hours)
Individual Quizzes: 40% (Best of (n-1) quiz marks will be taken into account) (Quizzes will be organized by TeamLease outside formal class hours. Participants will be informed about Quiz syllabus chapters and each quiz date at least 7 days in advance. Quiz questions will be provided by course faculty to Team Lease in advance for it to conduct the quiz (n-1 best quiz will be counted).
Group Based Assessment (during online classes):
- Group Case Study / Assignment Analysis & Presentation: 15%
- Group Projects (in groups of 5-6 people) - 45%
The evaluations are designed to ensure continuous student engagement with the course and encourage practical learning. Students who successfully clear the same along with the requisite attendance criteria will be awarded a Certificate from IIM Kashipur.
Tools you'll Master
| Tool to Be Used | Purpose | Rationale |
|---|---|---|
| Excel | Data Handling & HR Metrics | Widely used across HR functions for workforce planning, payroll analysis, and performance tracking. Easy to use, versatile, and foundational for HR analytics. |
| Power BI | HR Dashboards & Reporting | Enables interactive visualization of employee data, attrition trends, and workforce demographics. Supports data-driven decision-making with real-time dashboards. |
| Tableau | Advanced Visualization & Storytelling | Offers powerful visual analytics for presenting complex HR insights in an intuitive way. Helps HR leaders identify patterns and communicate findings effectively. |
| SPSS | Statistical Analysis & Predictive Modeling | Industry-standard for HR research, surveys, and advanced statistical analysis. Enables predictive insights on employee engagement, turnover, and training outcomes. |
Programme Certificate
Course Completion Certificate
Course Participation Certificate
- Certificate of Completion : A Certificate of Completion will be issued to the participant who will fulfil all criteria (minimum 50% Attendance and minimum 50% marks in overall Evaluation both) related to completion of course. Participant Attendance will be tracked and monitored by the EDP partner.
- Certificate of Participation : A Certificate of Participation will be issued to the participant who fails to fulfil criteria (minimum 50% Attendance minimum 50% marks in overall Evaluation both) related to completion of course.
Pedagogy
Online Delivery Mode
The course will be delivered primarily in an online format, ensuring accessibility and flexibility for participants.
Live Faculty-Led Sessions
All sessions will be conducted live by experienced course faculty, enabling real-time interaction and engagement.
Core & Extended Learning Resources
Key textbook: Marketing Strategy by Orville Walker & John Mullins (McGraw Hill). The comprehensive curriculum is based on reputed textbooks & coverage of emerging/latest topics.
On-Campus Immersion
Participants will attend a one-day campus immersion on the weekend, providing in-person exposure and networking opportunities.Campus Immersion :
Elevate your learning experience with a one-day on-campus immersion at IIM Kashipur, designed to complement the live online sessions. This immersive experience allows participants to engage directly with faculty, revisit key academic concepts, and gain hands-on exposure to practical tools used in strategic marketing and AI applications.
What to Expect :
Faculty Interaction : Recap of academic ideas and concepts from the program, with in-person sessions led by IIM Kashipur faculty (3 hours).
Practical Tool Demonstrations : Explore software tools and gain hands-on practice in areas such as Google Ads, keyword and reach planning, ad setup, and analytics.
Networking & Collaboration : Build meaningful professional connections with peers and industry experts through group activities and discussions.
Certificate Distribution : Receive your program completion certificate during the campus visit.
Note : The campus immersion is optional and planned on a weekend. Travel and lodging expenses will be borne by the participants.
Program Director
Prof. (Dr.) Somnath Chakrabarti
Dr. Somnath Chakrabarti has teaching and research interests in consumer behaviour, integrated marketing communications, marketing of services, and international marketing. He has done Bachelor of Engineering (B.E.) from REC (now NIT), Durgapur; MBA from College of Business, Oklahoma State University, Stillwater, USA (AACSB accredited College of Business in public research University in US) and Ph.D. from Department of Management Studies, IIT Delhi. Dr. Chakrabarti’s research in the past has focused on understanding the drivers of advertising spend trends among global marketers. His research in consumer behavior has also focused on understanding the purchase motivations, attitudes towards different product categories and the role of consumer innovativeness, personal influence related constructs and consumer evaluation attributes in the purchase process. Another area of his research involves psychometric examination of the applicability of different international scales used in consumer behavior research in Indian context.
Fee Structure
- Programme Fee
- Installment
(non-refundable)
*Total Programme Fee - Rs. 1,18,000/- (Including GST)
Refund Policy:
There is no Refund on Course Fees once the course begins. Prior to course commencement, if a student requests for a refund, the Registration Fees are deducted and the remaining amount is refunded.
