jobseeker Logo
Now Apply on the Go!
Download iimjobs Jobseeker App and get a seamless experience for your job-hunting

IIM Kozhikode | Professional Certificate Program in Marketing & Sales Management

12 months / Live & interactive / Weekend classes / Batch 5

Course Snapshot
  • FeeINR 1,60,000 + GST
  • Work Experience3 - 30 Years
  • Duration12 months
  • Delivery MethodOnline
Course Detail

Program Overview
Crafting a great product is just the first half of the story of running a successful business. Generating revenue is dependent upon making the potential customers aware of the product, its advantages and the reasons why it is better than its competitors. The second half of your business story hence requires you to communicate this information effectively to the masses and the responsibility of writing this story rests on the shoulders of the Marketing & Sales teams. Thus, it is evident that the success of a product and an organization relies heavily on the robustness and seamless collaboration between its Marketing & Sales functions.
The certification course in "Marketing & Sales" aims to improve the knowledge and skill sets of working professionals concerning the alignment of marketing and sales functions to deliver superior customer value and to achieve higher profitability. More specifically, the course has been developed in such a way that it deepens the participant's understanding of marketing management concepts so that they will be able to appreciate the critical role of the same in the sales planning and management functions. This improves the participant's ability to comprehend the ways and means to deliver superior customer value by utilizing the potential of sales. Thus, the successful completion of this course will provide directions to a new career orientation by re-orienting their marketing foundations with a strong base in the area of sales management.

Learning Outcomes
● Understand the foundations of marketing and be able to connect them with sales
● Have better clarity in terms of basic marketing parameters and its interlinkages with sales functions
● Possess improved knowledge and skill sets that support marketing related planning and execution in organizations through the sales team's contributions in the areas of product development, pricing, place related decisions, and marketing promotion mix decisions
● Deepen the awareness and understanding of the typical conflicts between marketing and sales, and how to resolve them
● Equip themselves to plan and prepare timely recommendations that support the alignment of sales & marketing

Program Highlights
● Earn Certificate of Completion from IIM Kozhikode
● Learn through real life examples and case studies
● 2 Days On-Campus Component
● Acquire knowledge and skill sets to drive sales team contributions that make a direct impact on the organizational growth
● Peer Learning

Who Should Attend?
Marketing & Sales Executives – Working Executives in Marketing/Sales or allied roles seeking an advancement in their current job profile
Working Professionals – Executives across any functional area, who aspire to make a career shift into marketing and sales
Marketing & Sales Managers – Managers who wish to comprehend the dynamics between marketing and sales to effectively manage the functions and drive higher revenue

Desired Candidate Profile

● For Indian Participants – Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a recognized University (UGC/AICTE/DEC/AIU/State Government) in any discipline
● Diploma Holders (10+3) will be considered on a case to case basis subject to having a minimum of 10 Years of work experience in a supervisory role at the time of applying for this course
● For International Participants – Graduation or equivalent degree from any recognized University or Institution in their respective country

Work Experience
Minimum of 3 years overall experience in Marketing & Sales function or at least 5 years of work experience in a business enterprises in a managerial position.

Course Modules

● Understanding the marketing environment
● Sales vs marketing
● Holistic marketing concept
● Company orientation towards the market place
● Developing marketing strategies and plans
● Mission statement
● Define competition
● Market analysis and Porter's Model
● Marketing information system
● Measuring marketing productivity
● Forecasting and demand measurement
● Marketing mix modelling
● Connecting with customers
● Analyzing consumer markets
● Analyzing business markets
● Identifying market segments and targets
● Building strong brands
● Developing a brand equity measurement system
● Shaping the market offerings
● Delivering value
● Communicating the customer value
● Value creation and delivery in e-commerce platforms
● Objective and scope of personal selling
● Understanding personal selling situations
● Personal selling process
● Prospecting and objection handling
● Functions and purpose of a sales organization
● Understanding the structure of the sales organization
● Assessing sales performance
● Preparing sales budget
● Need and establishment of sales territory
● Sales forecasting
● Different models in sales forecasting
● Understanding market potential
● Channel management
● Channel design
● Selection of appropriate channels
● Channel motivation
● Understanding distribution
● Components of physical distribution
● Transportation
● Warehousing
● Supply chain management
● Putting it all together: What is the right supply chain?
● Supply chain management: why only now?