IIM Online Courses in IIM Certificate In Marketing and Sales Course Subjects/Syllabus

Marketing Strategy Roadmap Fundamentals

• Develop Strategic Plans for Marketing
• Market Sizing and New Market Demand
• Scanning Environment Strategically
• Market Disruption and Digital Business Models

Segmenting Customers for Profit

• Segmentation for B2C and B2B
• Creating Consumer Persona
• Cluster Analysis (use case and R)

Demystifying Data-driven Marketing Research and Analysis

• Research Process, Designing A Questionnaire
• Data Cleaning and Editing, Estimating Sample Size, Hypothesis Testing
• Data Visualisation and Storytelling
• Setting Up Experiments and A/B Testing

Product and Brand Management

• Product Consumer Insight and People Consumer Insight
• Concept and Product Testing
• Conjoint Analysis for Product Management
• Brand and Product Line, Branding New Products
• Measuring and Understanding Customer based Brand Equity

Understanding Marketing Communications

• Crafting Integrated Marketing Communication
• Art and Science of Marketing Message
• Media Planning Strategy
• Writing Winning Positioning Statements

Digital Marketing for Consumers

• Designing and Building Web-owned Presence
• Internet and Social Media Marketing
• Content Marketing
• Search Engine Optimisation (SEO) and Search Engine Marketing (SEM)

Sales and Distribution for Maximising Revenue

• Designing Incentives and Rewards for Sales Team
• Recruiting and Managing Performing Sales Teams
• Sales Forecasting Techniques
• Distribution Management (Marketing Channel Members, Types, Functions and Design)
• Channel Intensity, Costs and Margins
• Managing and Calibrating Channel ROI

Understanding B2B and Services Marketing for Senior Managers

• Services Marketing Mix
• After Sales Services
• Segmentation, B2B Marketing in Online Context
• 1-1 Marketing, Managing Key Opinion Leaders
• Pipeline Management, Strategies for Key Account Management (KAM)
• Delivering Value in B2B Context: Developing an Optimal Sales Proposition

The Need for Customer Relationship Management

• Customer Analytics: LTV, CAC, Conversion Ratio, RFM
• Using Customer Data for Designing Offers
• Evaluating Customer Profitability
• Selecting the Right CRM Strategy, Tools and Implementation
• Leveraging Buzz and Viral Marketing

Advanced-Data Analytics in Marketing

• Qualitative Analysis – Sentiment Analysis, NVIVO Software
• Prescriptive Analytics: Optimisation Techniques – Media Mix Allocation Problem, Sales Force Routing
• Using Google and Web Analytics
• AI/ML and Big Data for Applications in Marketing

Understanding Marketing Metrics

• Digital Marketing Channels and Metrics
• Product Performance Metrics
• Calculating C-SAT Scores
• Measuring NPS
• Profitability, NPV, IRR, XIRR
• Marketing ROI

Developing Strategic Thinking and Decision-making

• Developing Strategic Thinking for Senior Marketers
• Understanding Self and Team Management
• Competitive Strategy
• Formulating and Implementation Strategy
• Innovation and Design Thinking
• Interpreting Financial Statements
• Costing for Marketing