PG PROGRAM IN MANAGEMENT: SPECIALISATION IN SALES & DIGITAL MARKETING

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Derick Glenn
6 years ago
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1 & PG PROGRAM IN MANAGEMENT: SPECIALISATION IN SALES & DIGITAL MARKETING 10 MONTHS PART-TIME

Indian Sales and Digital Marketing ecosystem has seen an exponential rise with e-commerce taking tight grip over the common masses along with the traditional mainstream media and sales channels.

As more products are being launched everyday, there is an increased demand for qualified, well-rounded sales To become a successful sales and marketing professional in today s world, you need to have

2 Indian Sales and Digital Marketing ecosystem has seen an exponential rise with e-commerce taking tight grip over the common masses along with the traditional mainstream media and sales channels. We are at an exciting juncture in the business and economic history of India and need to market our products in the best way possible to compete with multiple players in the market. As more products are being launched everyday, there is an increased demand for qualified, well-rounded sales To become a successful sales and marketing professional in today s world, you need to have an in-depth understanding of what marketing means in the digital age, how to build a brand that your customers can connect with and achieve ROI in the process. If you are reading this, you may wish to accelerate your career in Sales and Management domain. With UpGrad, we promise to equip you with the perfect mix of business acumen and technical capabilities to help you achieve exactly the same. Ronnie Screwvala Co-Founder UpGrad

Established in 1980, Institute of Management Technology Ghaziabad (IMTG) is India s premier management school and is only the 4th business school in the country accredited by the coveted

IMT Ghaziabad is the proud alma mater of more than 300 C suite executives which include renowned personalities like Sachin Pilot, Prasoon Joshi, Nimmagadda Prasad, to name a few.

3 Established in 1980, Institute of Management Technology Ghaziabad (IMTG) is India s premier management school and is only the 4th business school in the country accredited by the coveted AACSB. Strategically located in Delhi-NCR region, IMTG has distinct focus on grooming leadership through Innovation, Execution and Social Responsibility. IMT Ghaziabad is the proud alma mater of more than 300 C suite executives which include renowned personalities like Sachin Pilot, Prasoon Joshi, Nimmagadda Prasad, to name a few. With special focus on Sales and Marketing, Finance and HR, thousands of professionals serving in leadership positions in the best-known organisations in India and around the world, are a part of the IMTG network. Director IMT Ghaziabad

4 INSIGHTS FROM ACADEMICIANS & INDUSTRY EXPERTS ASIT. K BARMA Professor - Marketing IMT Ghaziabad ATISH CHATTOPADHYAY Director - Marketing IMT Ghaziabad JYOTI KAINTH Assistant Professor - Marketing IMT Ghaziabad ANAND KHANNA Associate Professor - Marketing IMT Ghaziabad ANIL MENGHANI Netcore Solutions APURVA CHAMAIRA Chief Revenue Officer RateGain DIPANJAN GHOSH Sales Manager- FDM Glanbia VINEET SINGH Chief Business Officer Mobikwik GAYATRI CHANDRASEKHRAN VP & Chief Sales Officer HCL ATUL MEHTA Head of Sales RazorPay

WHY THIS PROGRAM WITH UPGRAD & IMT GHAZIABAD?

Support Get recognized as an alumnus of one of India s top-ranked MBA college and also access to IMT Ghaziabad alumni job portal.

Guaranteed 20 internship in Sales and Digital Marketing for younger professionals Become Industry ready by mastering the concepts through 13 industry designed case studies and

5 WHY THIS PROGRAM WITH UPGRAD & IMT GHAZIABAD? Industry Recognised PG Certification Better Career Opportunity IMT Ghaziabad Alumni Status Flexible Learning Without Leaving Your Job PROGRAM HIGHLIGHTS Career Growth & Support Get recognized as an alumnus of one of India s top-ranked MBA college and also access to IMT Ghaziabad alumni job portal. Land jobs at top companies through our 1:1 industry mentoring, CV & Interview preparation, mock hiring tests and UpGrad s Career Support with its Industry Partners. Guaranteed 20 internship in Sales and Digital Marketing for younger professionals Become Industry ready by mastering the concepts through 13 industry designed case studies and projects, 2 live projects and 3 mentorship sessions. in every 3 months. Exclusive two-day workshop at IMT Ghaziabad campus on social media, analytics, CRM and soft skills, complementary for our top 50 performers Easy and Flexible Learning Earn credentials while staying on the job. Access the content through the website and mobile app anywhere anytime. No final exams.

6 PROGRAM CURRICULUM *Note: This curriculum is subject to change based on inputs from IMTG and Industry. COURSE 1 : FUNDAMENTALS OF SALES AND MARKETING FUNDAMENTALS OF MARKETING Introduction to Marketing, STP, Marketing Mix or 4P's, Elements of a Brand EVOLUTION OF SALES AND MARKETING Fundamentals of Sales, Sales Management, Digitalization Impact on Sales and Marketing CONSUMER BEHAVIOUR Introduction to the Study of Consumer Behavior & Models, Consumer Decision Making Process, Psychological Influences on Consumer Decision COURSE 2: MARKET RESEARCH RESEARCH DESIGN AND SECONDARY RESEARCH Research Design, Secondary Research PRIMARY RESEARCH Qualitative Research: Classic and Contemporary methods, Survey Design, Measurement, Sampling and Experimentation COURSE 3 : INTRODUCTION TO MANAGEMENT AND LEADERSHIP SKILL FOR EFFECTIVE LEADERSHIP Introduction to Leadership, Non verbal communication and body language, Emotional Intelligence, Verbal Communications and Speeches, Managerial Writing

7 BUILD A PERSONAL BRAND Personal Brand Vision & Defining of target audience, Building of assets for personal branding, Monitoring your brand COURSE 4: MARKETING CHANNELS AND PLATFORMS - 1 TELEVISION, RADIO AND PRINT MARKETING CHANNELS Television and Radio Advertising, Print Publication Advertising EVENT AND OUTDOOR MARKETING CHANNELS Event Marketing and Outdoor Advertising SOCIAL MEDIA MARKETING Establishing a brand's social identity, Formulating Social Media Strategy, Measuring and Optimising Social Media Performance, Social Media Ad Platforms Walkthrough, Management and Listening Tools Walkthrough SEARCH ENGINE OPTIMIZATION Creating SEO Strategy, Performing SEO audit, Executing SEO Strategy Analysing, SEO Gaps and Optimise COURSE 5: ACCOUNTING AND FINANCE ACCOUNTING STATEMENTS AND RATIO ANALYSIS (BASICS OF FINANCE AND ACCOUNTING) Importance of accounting, Accounting Basics, Accounting equation and recording accounting transactions, Financial regulations, Balance Sheet, P&L Statement, Cash Flow Statement, Ratio Analysis CAPITAL BUDGETING AND COST OF CAPITAL Present and Future Values of annuities, Capital Budgeting Risk Analysis (sensitivity/scenario) WORKING CAPITAL (PRODUCT PERFORMANCE) Working Capital Inventory Management, Receivable Management

8 COURSE 6: DISTRIBUTION MANAGEMENT CHANNEL DESIGN Channel Objectives, Effect of Product Characteristics on Channel Design, Evaluation of Alternatives, Distribution Channels Segmentation, Designed Channel Implementation CHANNEL STRUCTURE AND FUNCTIONS Objective of Channel Intermediaries, Functions and roles within a Channel WHOLESALING AND RETAILING Introduction to Wholesaling and Retailing, Strategic Issues in Retailing, Strategic Issues in Wholesaling EVALUATING CHANNELS: COST AND PROFITABILITY Understanding Cost Analysis, Full Costing vs Segmental Costing: Cost classifications and contribution approach, Activity based costing, Strategic Profit Model FRANCHISING AND LEGAL ISSUES IN MARKETING CHANNELS Franchising, Channel Policies and Issues SUPPLY CHAIN MANAGEMENT Importance of digital supply chain, logistics and manufacturing, Inventory and supply management COURSE 7: BUSINESS ANALYTICS EDA AND SAMPLING Data visualisation, Univariate analysis, Distributions, Sampling and Estimation HYPOTHESIS AND MODELS Hypothesis Testing, Covariance, Correlation and Regression Forecasting

9 COURSE 8: OB, HR MANAGEMENT, ETHICS AND LEGAL INDIVIDUAL, GROUP AND ORGANISATIONAL BEHAVIOUR Understanding an organisation, Organisational Design in the Digital Age, Organisational Culture and Change, Conflict and Stress Management, Planning & Decision Making, Motivation Perception and Influence at Work HUMAN RESOURCE MANAGEMENT Talent Management: Manpower planning, Recruitment and selection, Job design and job description, Performance Management: Systems and Processes, HRM as a business driver BUSINESS LAW AND ETHICS Contract act and company law, Important tender clauses (such as pricing, indemnification), Business Ethics and Corporate social responsibility COURSE 9: MARKETING CHANNELS AND PLATFORMS -2 SEARCH ENGINE MARKETING SEM Fundamentals and Ad Rank, Campaign Structure and Search Ad Creation, Evaluating and Optimising search campaign DISPLAY MARKETING Talent Management: Manpower planning, Recruitment and selection, Job design and job description, Performance Management: Systems and Processes, HRM as a business driver MARKETING Understanding Marketing, Drafting an Strategy, Building and Managing an List, Automation, Marketing Analysis and Optimization CONTENT MARKETING Building a Content Strategy, Methodology of Content Marketing, Distributing content and analysing performance

10 EMERGING DIGITAL TRENDS Mobile Marketing, Video Marketing COURSE 10: LEAD AND CUSTOMER RELATIONSHIP MANAGEMENT LEAD MANAGEMENT Lead Qualification Framework, Lead Activity Measurement CUSTOMER RELATIONSHIP MANAGEMENT Implementation of CRM and customer journey management, Customer Loyalty Programs and Service Offerings, Customer Profitability Analysis, Satisfaction- Profit Chain, Resource Allocation, Using CRM tools COURSE 11: SALES AND MARKETING ANALYTICS CUSTOMER VALUATION Customer Lifetime Value, Customer Acquisition and Retention Marketing CUSTOMER RELATIONSHIP MANAGEMENT Market Basket Analysis and Lift, RFM Analysis and Direct Mail Campaigns Optimization, Retail Space and Sales Resources Allocation Optimization WEB ANALYTICS Introduction to Web Analytics, Google Analytics Walkthrough COURSE 12: BUSINESS GROWTH STRATEGY INTEGRATED MARKETING STRATEGIES Channel mix and budgeting, Media Planning, Content design, Cost vs Scale Model BUSINESS STRATEGY FRAMEWORKS BCG Matrix, Ansoff Matrix

ECONOMICS FOR MANAGERS Pricing: Tactical and Strategic, Break-even Analysis, Valuation GO-TO-MARKET Product Launch / Version Launch, Plan Route to Market COURSE 13: SALES TEAM MANAGEMENT (WINNING

11 ECONOMICS FOR MANAGERS Pricing: Tactical and Strategic, Break-even Analysis, Valuation GO-TO-MARKET Product Launch / Version Launch, Plan Route to Market COURSE 13: SALES TEAM MANAGEMENT (WINNING SALES TEAM) SALES PLANNING Sales Quotas, Sales Budgets HIRING AND TRAINING SALES PERSONNEL Sales Personnel selection, Importance and types of Sales Training, Designing, Implementing and Evaluating Sales training programs TERRITORY MANAGEMENT Developing territories, Territory Management System LEADING AND EVALUATING THE SALES FORCE Salesforce, Sales Compensation Plans and Team Evaluation

12 A GLIMPSE OF THE UPGRAD LEARNING PLATFORM *Note: This is just a demo of the platform and not this particular program Home Screen A summary of your program activities Course Overview To access all your lectures, case studies and assignments

13 Calendar To plan and schedule your learning experience with live sessions, module deadlines, project deadlines and much more Discussion Forum To clear all your doubts

PROGRAM DETAILS PROGRAM DURATION 10 Months PROGRAM FEE INR 1,44,500 (plus taxes) Flexible Payment Options Available 0% EMI Option Available ELIGIBILITY SELECTION PROCESS

com/sales-and-marketing Email: IMTpgpm@upgrad.com For further details, call us at +91 22 61562188 +91 7021148734 or contact: VAIBHAV GAHLOT Senior Program Manager vaibhav.

14 PROGRAM DETAILS PROGRAM DURATION 10 Months PROGRAM FEE INR 1,44,500 (plus taxes) Flexible Payment Options Available 0% EMI Option Available ELIGIBILITY SELECTION PROCESS Bachelor's degree in any field Submit your application on UpGrad s website with relevant information related to your profile to get shortlisted FOR ADMISSION Visit: IMTpgpm@upgrad.com For further details, call us at or contact: VAIBHAV GAHLOT Senior Program Manager vaibhav.gahlot@upgrad.com COMPANY INFORMATION UpGrad Education Private Limited, Nishuvi, 75, Dr. Annie Besant Road, Worli, Mumbai SHUBHAM LOHADE Chief Admissions Counsellor shubham.lohade@upgrad.com.

DIGITAL MARKETING STRATEGIES

EXECUTIVE PROGRAM IN DIGITAL MARKETING STRATEGIES 4 MONTHS ONLINE In collaboration with The last few years have seen a fundamental change in the way people consume information, interact with each other