Executive Program in Sales & Marketing

Indian Institute of Management Calcutta
In Kolkata

Price on request
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Important information

Typology Certificate
Location Kolkata
Duration 1 Year
  • Certificate
  • Kolkata
  • Duration:
    1 Year


Where and when

Starts Location
On request
INDIAN INSTITUTE OF MANAGEMENT CALCUTTA Diamond Harbour Road Joka, 700104, West Bengal, India
See map
Starts On request
INDIAN INSTITUTE OF MANAGEMENT CALCUTTA Diamond Harbour Road Joka, 700104, West Bengal, India
See map

Frequent Asked Questions

· Requirements

-Graduation with 50% marks and at least 2 years of work experience -Application + credentials -Corporate endorsement is preferred

Course programme

-IIMC has been at the forefront of executive education for the last three decades and has been widely acclaimed for the various innovative and customized programs it has introduced over the years based on its front line teaching, research and consulting.

The Executive Program in Sales & Marketing is specially designed for individuals wishing to pursue a career in Sales & Marketing. The program provides basic understanding of contemporary approaches to acquiring, retaining and growing business with various stakeholders in the market in an efficient and effective manner.

-Program Benefits:

*Develop broad understanding of emerging Sales & Marketing frameworks and their relationships with other business.
*Focus on 'cutting edge' issues concerning sales and marketing practices including brand, services, distribution channel management and people management issues.
*Focus on synergy between in-field practice and in-class learning.
*The program would also provide opportunities for specialized focus on Sales Management for :

-Pharmaceutical Industry

-Banking and Financial Services

-FMCG Industries

-Industrial Sales.


*The program will help the participant to:
*Understand & identify the challenges in today's market place
*Understanding the roles and responsibilities of a Sales Manager
*Understand the Customer and Market Orientation for Business Success
*Understand the Conceptual framework for Sales and Marketing
*Be able to learn how to Manage, Motivate and Lead Sales Team
*Understand the fundamentals of channel design, development and management decisions
*Gain an appreciation of the sector specific issues in marketing of Pharmaceutical, Banking and Financial services, FMCG Industries and Industrial products.

-Course Structure:

Classroom Component: Spread over 1 year it consists of 150 instructional Hours through the Interactive Onsite Learning Mode. Faculty from IIMC will take these modules.

-Campus Component: The In-Campus component is held at the end of the 1-year program. This is a crucial component covering 5 days (24 hrs), which provides the participants an orientation towards case based learning. It is compulsory for all participants.

-Capstone Project: Participants are required to undertake a capstone project running through all four terms. The project will be organisation based and will be guided by IIM Calcutta faculty. The project will have to be submitted before completion of the last term. The date for submission will be announced later. It is a compulsory component for the program.

-Course Content:


Program Orientation:

Module I:

*Fundamentals of Management - I
*Introduction to Business environment and Strategy
*Fundamentals of Operations Management

Module II:

*Fundamentals of Management -II
*Basic Financial Acumen for Sales and Marketing
*Sales and Marketing Fundamentals
*Organisational Behaviour

Module III:

*Advance Sales and Marketing Management -I
*Designing and Managing Distribution Channels
*Selling through Organized Retail Formats
*Services Marketing
*B2B Marketing
*Personal Selling and Direct Marketing

Module IV:

*People Skills for Sales & Marketing Professional- I
*Understanding Organisational Structure and Design
*Performance Management

Module V:

*Advance Sales and Marketing Management - II
*Advertising and Sales Promotion
*International Marketing
*Product and Brand Management
*Advance Issues in Sales Management

Module VI:

*People Skills for Sales & Marketing Professional- II
*Issues in Managing Sales Teams
*Fundamentals of Negotiation for Sales Personnel

Personal Assessment and feedback (Personality Testing etc.)

Workshop on Communication Skills

With special focus on FMCG, Pharma, Industrial products, financial service will be conducted.

Career Management and Planning and valedictory


The pedagogy will be highly interactive. It will leverage use of technology. It will consist of a judicious blend of lectures, real life case studies, quizzes, assignments, sessions from senior managers in industry.

The instructor/ facilitators would be using Case Studies, Psychometric assessment tools, classroom lectures, and group discussions as a mode of delivery through various sessions. The objective is to make the program highly interactive, so as to facilitate self-learning amongst participants coupled with guided facilitations and high involvement for enhanced effectiveness. The case studies will be predominantly from sales and marketing.


IIM Calcutta shall carry out the examination and evaluation required for certification. The faculty members teaching their respective courses will choose the method of evaluation most appropriate to the course. The certificate will be awarded directly by IIM Calcutta.

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