Executive Programme in Brand Management from IIM Lucknow
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11 Months
Online + Campus Immersion
Sundays
₹2,40,000 + GST
Programme Overview
The programme is designed to equip working professionals with the knowledge, strategic capabilities, and practical skills required to build, manage, and grow successful brands in today's rapidly evolving business environment.
The curriculum covers marketing foundations, consumer insights, brand strategy, integrated communications, digital marketing, e-commerce, performance marketing, customer lifecycle management, AI-driven marketing and business growth.
It also incorporates contemporary areas such as digital consumer psychology, segmentation and positioning, brand storytelling, product innovation, social media and influencer branding, marketplace strategy, quick commerce, omnichannel growth, AI-driven brand management and AI-powered advertising.
In addition, the programme provides a broader business perspective through unit economics, profitability, financial planning, fundraising, valuation, governance, operating models and cross-functional leadership.
The learning methodology will include real-world case studies, simulations, projects, assignments, quizzes and practitioner-led masterclasses.
Programme Eligibility:
Note: Selection will be based on the candidate's background and experience.
Who Is This Programme For?
Brand Managers & Aspiring Brand Leaders
Looking to strengthen expertise in brand strategy, positioning and customer engagement.
Digital Marketing & Growth Professionals
Seeking to build digital-first brands and drive customer acquisition, engagement and growth.
Product Managers & Aspiring Product Leaders
Looking to deepen their understanding of consumer behaviour, market opportunities and brand-led growth.
Entrepreneurs & Founders
Building, scaling and strengthening consumer-focused brands.
Sales & Business Professionals
Seeking to connect customer insights, brand thinking and business growth strategies.
Early-Career Marketing Professionals
Looking to build a strong foundation in brand management and prepare for future roles across brand, product, digital and growth marketing.
Industry Insights
Consumers are more likely to purchase from brands that provide personalised experiences, highlighting the role of consumer intelligence in marketing.
Consumers are embracing AI-powered shopping journeys, changing how brands attract, engage, and convert customers.
India’s e-retail market is projected to reach $170–190 billion by 2030, increasing the need for professionals who understand digital customer journeys.
India’s consumer economy is expected to reach $1.9 trillion by 2030, creating demand for professionals who can build differentiated brands in a rapidly evolving market.
The IIM Lucknow Edge
(Financial Times – Master’s in Management Rankings 2026)
Ranked #72 globally, placing IIM Lucknow among the world’s leading business schools; ranked 6th among IIMs and 9th among Indian B-Schools.
(AACSB | AMBA | EQUIS)
Triple Crown Accredited, placing IIM Lucknow among a select group of globally accredited business schools
(NIRF India Rankings 2025)
Ranked #5 in the Management category in the NIRF 2025 Rankings.
(Financial Times – Global MBA Rankings 2026)
Ranked 58th globally in the Financial Times Global MBA Rankings 2026
Programme Highlights
Learn at a Globally Recognised IIM
Experience executive learning from IIM Lucknow, a Triple Crown-accredited and top-ranked management institution.
End-to-End Brand Leadership Curriculum
Build capabilities across consumer insight, positioning, brand building, communication, growth and business value creation.
AI-Integrated Brand Management Curriculum
Understand how AI and analytics are transforming brand strategy, advertising, consumer intelligence and optimisation.
Go Beyond Traditional Brand Management
Explore e-commerce, marketplaces, quick commerce, omnichannel strategy and digital-first brand growth.
Connect Branding with Growth & Profitability
Understand how brand decisions influence customer value, unit economics, financial performance and sustainable scale.
Practitioner-Led Learning
Work through business cases, assignments, presentations and practitioner masterclasses alongside faculty-led sessions.
3-Day Campus Immersion
Complement live online learning with an immersive 3-day on-campus learning experience at IIM Lucknow.
IIM Lucknow Executive Alumni Status
Eligible participants can opt for IIM Lucknow Executive Alumni Status and continue their association with the institute’s executive alumni community.
Programme Objectives
Build Strategic Brand Leadership Capabilities
Develop the ability to create, position, and manage brands by applying strategic frameworks, consumer insights, and market understanding.
Decode Consumer Behaviour & Market Dynamics
Understand evolving consumer journeys, digital psychology, segmentation, and customer decision-making to build relevant brand strategies.
Drive Brand Growth in Digital Ecosystems
Learn to leverage digital platforms, e-commerce, marketplaces, omnichannel models, and performance marketing to scale brands.
Leverage AI & Emerging Technologies for Marketing Excellence
Understand how AI, analytics, and emerging technologies are transforming brand management, advertising, and customer engagement.
Lead Cross-Functional Business Decisions
Develop a broader business perspective by integrating marketing, finance, operations, technology, and leadership thinking.
Apply Strategic Frameworks to Real-World Challenges
Translate learning into action through case studies, simulations, projects, and practitioner-led insights.
Programme Curriculum
The curriculum consists of five key modules:
| Principles of Modern Marketing & Value Creation |
| Digital Consumer Psychology & Decision Journeys |
| Segmentation, Targeting & Positioning in the Digital Age |
| Value Proposition Design & Category Strategy |
| Product-Market Fit Thinking & Opportunity Assessment |
| Foundations of Brand Building & Brand Equity |
| Brand Positioning & Storytelling |
| Brand Identity, Visual Language & Experience |
| Product Innovation, NPD & Brand Extension Strategy |
| Packaging & Experience as Brand Signals |
| Integrated Communication Strategy |
| Sustainable Branding & ESG Strategy |
| Social Media & Influencer Branding |
| Practitioner’s Masterclass 1 |
| E-Commerce Business Models & Platform Economics |
| Customer Journey, Conversion Funnels & Experience Design |
| Marketplace Strategy & Category/Merchandising Decisions |
| Inventory, Demand Forecasting & Operations Planning |
| Go-to-Market Strategy for Digital-First Brands |
| Fundamentals of Quick Commerce |
| Supply Chain & Fulfillment Strategy |
| Retail Omnichannel Strategy |
| Service Promise, Delivery Experience & Post-Purchase Communication |
| Practitioner’s Masterclass 2 |
| Performance Marketing Strategy |
| AI-Driven Brand Management & Strategy |
| AI-Driven Advertising, Attribution & Optimization |
| Customer Lifecycle Management & Retention Strategy |
| Startup Branding |
| Practitioner’s Masterclass 3 |
| Unit Economics: Margin, Profitability & Customer Value |
| Budgeting, Financial Planning & Scenario Modelling |
| Fundraising, Investor Metrics & Valuation Narratives |
| Scaling Challenges, Governance & Operating Models |
| Cross-Functional Integration: Marketing, Operations, Finance & Technology |
| Practitioner’s Masterclass 4 |
Programme Outcomes
Take on Broader Brand Responsibilities
Be better prepared to move beyond campaign execution and contribute to brand, category and business-level decisions.
Work Across Brand, Growth & Product Teams
Build a broader understanding that supports collaboration across marketing, product, sales, digital, finance and operations.
Handle End-to-End Brand Mandates
Develop the perspective to work across positioning, communication, customer experience, digital channels and growth rather than operating in one narrow function.
Make Better Commercial Decisions
Assess brand and marketing choices not only for visibility or engagement, but also for customer value, margins, profitability and business impact.
Manage Brands in Digital-First Businesses
Be better equipped to work in environments where e-commerce, marketplaces, quick commerce, CRM and omnichannel journeys shape brand growth.
Prepare for Growth and Leadership Roles
Strengthen capabilities relevant to roles such as Brand Manager, Category Manager, Product Marketing Manager, Growth Marketing Manager, Marketing Strategy Manager and related leadership positions.
Campus Immersion
As part of the programme, participants will attend a 3-day Campus Immersion at IIM Lucknow, offering an opportunity to experience the campus environment and engage in focused in-person learning.
What to Expect
Engage in an immersive classroom environment that complements the programme’s online learning journey.
Participate in approximately 6 hours of classroom sessions each day during the three-day campus chapter.
Connect and exchange perspectives with professionals from diverse backgrounds and strengthen your peer network.
Experience the academic environment of IIM Lucknow as part of the programme’s learning journey.
Programme Certificate
For the Certificate of Successful Completion, participants must fulfil:
- Minimum 75% attendance
- COPM (Cumulative Overall Percentage of Marks) of 50% or above
Participants who do not meet either of the above criteria will receive a Certificate of Participation from IIM Lucknow.
Participants with attendance below 40% will not receive a certificate.
Programme Fees
Fee Structure
| PARTICULARS | AMOUNTS |
|---|---|
| Application Fee | ₹ 2,000 + GST |
| Programme Fee | ₹ 2,40,000 + GST |
| Executive Alumni Status | Optional | ₹ 10,000 + GST |
| Total Programme Fee | ₹ 2,40,000 + GST (Excluding Application & Alumni Fee) |
Fee Schedule
| PAYMENT MODE | INSTALLMENT DATE | AMOUNT(₹) |
|---|---|---|
| Installment 1 | Due within 3 days of offer letter release | ₹ 80,000 |
| Installment 2 | 28 February 2027 | ₹ 80,000 |
| Installment 3 | 30 March 2027 | ₹ 80,000 |
Deferment and Refund Policy
Re-registration charges where deferment is requested after programme commencement.
Refunds before the applicable cut-off date, subject to a ₹5,000 refund processing penalty.
No refund after commencement of the programme.
Applicable taxes collected from the participant are non-refundable.
Deferment requests before commencement, subject to the stipulated timeline and applicable administrative charges.
Admission Process
Submit the completed application form with all relevant enclosures/attachments
IIM Lucknow will review applications and shortlist candidates
All shortlisted candidates will be emailed the offer letter
Block your seat by paying the booking amount
- *The schedule will be 3 hours/week and will be confirmed closer to the programme start date. If a programme session corresponds with a public holiday, the session would be held on the following weekend.
- Some sessions with faculty and/or industry experts could be rescheduled at a different time, in case of exceptional circumstances.
- The session recordings may be made available on the LMS portal in a non-downloadable format for a limited period subject to the condition of faculty discretion regarding the allowance of recordings of their classes.
Programme Directors
Prof. Rajesh Aithal
Professor, Marketing
Prof. Rajesh K Aithal is a Professor in the Marketing Area at the Indian Institute of Management, Lucknow (IIML). A fellow from Institute of Rural Management, Anand (IRMA) with close to twenty years of experience in the industry and academics. He has consulted and helped many organizations fine-tune their rural go-to-market strategies. He has also trained executives of various FMCG, Mobile and Automobile firms. Areas of teaching and consulting interests lie in the domain of sales and distribution. His research work has been published in national and international journals.
Prof. Priyanka Sharma
Professor, Marketing
She has eight years of industry experience working as a product manager, senior sales consultant and manager sales in companies such as Infosys, Oracle Corporation and UST Global in India.
Prof. Priyanka has published in journals such as Technological Forecasting and Social Change, Journal of Destination Marketing & Management, Journal of Computer Information Systems, Journal of Business-To-Business Marketing and Benchmarking: An International Journal.
Priyanka's research interests are in the areas of Business-to-Business (B2B) marketing, new product development, branding and promotions, buyer behavior, and university-industry technology transfer.
She holds B.Tech. (Chemical Engineering) from IIT (BHU) Varanasi and PGDM(GM) from XLRI, Jamshedpur. She has done PhD in the Marketing area in Industrial and Management Engineering Department, IIT Kanpur. The title of the thesis was: Three Essays in Business-To-Business Marketing: Brand Equity, Brand Sensitivity, and New Product Exit Models.