Executive Development Programme in Leadership in Sales & Marketing – The CMO Programme (Batch 1)

Leadership in Sales & Marketing – The CMO Program is a long term multi-modal program. It is a unique program which will enable senior sales and marketing managers to look at business in a more holistic manner while integrating major functions of management.

Program provides a unique blend of theoretical and practical knowledge. It will provide familiarity with new age tools of marketing and a learning environment with academicians, industry leaders and peers.

Program also provides a unique opportunity of one -to-one mentoring sessions with industry experts and an opportunity to work on a sales and marketing plan of their own. Program provides an opportunity to network while learning.

The following are the key take-aways from the program: 

• Build Effective, Value-Oriented Marketing Organizations

• Developing Skills in Tools & Frameworks to formulate and implement effective strategies for competing and growth

• Appreciating the intricacies of Leadership, marketing structures and Driving Teams

• Understanding Digital marketing and effective use of analytical tools for effective decision making

• Integrated approach of sales and marketing management while looking at their effect on other management functions.

• Dealing with key pain-points in managing marketing function

• Developing Critical Thinking & Decision Skills for solving organizational problems

• Improved understanding of financial implications of business decisions

Course Content

Module 1 - Leaders in the Marketing Role (20 hours)

• Essential Attributes of a Marketing Leader

• Critical Thinking and Decision-Making methods

• Creating and leading the winning Team

• Conflict Management and Resolution

• Effective problem solving skills

• Managing change

• Strategic Visioning

• Managing Performance

Module 2 - Marketing as Strategy (20 hours)

• Framework for Marketing Strategy Formulation--The Aspiration and Action Plan

• The Elements of Value

• The shifting source of Competitive advantage

• Rethinking Product and Customers

• Strategic Marketing Alliances: Analysis, Planning, Implementation and Control

• Strategies for New Markets

• Managing Marketing 4.0

• Designing winning sales and marketing structures (organizational structures)

• Integrated Planning

Module 3 - Understanding the customer in the digital era (20 hours)

• Developing and Maintaining a Customer Centric organization

• Understanding Consumer Behaviour

• Developing CJM

• Segmentation, Targeting Positioning in the Digital World

• Decoding Consumer Satisfaction

• Important Consumer Metrics

Module 4 - Managing existing and new product portfolios (10 hours)

• Structuring products: Product Based versus Brand Based

• Product Line Management-

• Developing and Managing new products

• Managing Digital Products

Module 5 - Managing New age Sales Force (15 hours)

• A model approach to resource requirement and management

• Sales force structuring and management

• Territory Management

• Sales automation for effectiveness and efficiency

Module 6 - Managing price, Profitability and finances (20 hours)

• Understanding impact of Price on Quantity, Revenue and Price

• How to price

• Competition and Price management

• Understanding the Financial Impact of Marketing Decisions

• Budgeting and financing

• Controlling branch based financial functions

• Managing ROI and other financial matrices

Module 7 –Managing the Go to Market process (15 hours)

• Market potential vs sales potential analysis

• Setting the Distribution Agenda

• Distributors and Retailer Management

• Important Distributor Metrics

• Logistics and Supply Management for availability and profitability

Module 8 – Digital Marketing (10 hours)

• Digital & Social Media Marketing

• Traditional Media Management

• Budgeting Issues and media planning

• Creating & managing Dash Boards

Module 9 – Marketing Control & Agile Marketing (10 hours)

• The Marketing Plan

• Measuring Marketing Performance

• Innovation and Disruption that are Marketing Driven

• Leveraging existing competencies to further innovation

• Decision making in the C-Suite

• Creating customer centricity

Module 10 – Mentoring (6 hours)

• One session during mid-term

• Final session after capstone

On-Campus Component 

This program includes 6 days of on-campus immersion (to be held in XLRI Delhi NCR campus), the dates for which shall be informed to the participants at least one month in advance.

Attendance to the On-Campus module is MANDATORY for all participants. The on-campus modules are subjected to the conditions that prevail at the point in time.

In event that the Haryana state authorities do not permit such in-person sessions due to the COVID-19 situation (or any such similar circumstances), the sessions planned for the campus component shall be completed online which may lead to an extension of the program duration.    

Who Should Attend

Program is suitable for manager with 15 years of experience who aspire to take leadership roles in sales and marketing. People working in service roles can also apply for the program.

Course pedagogy

The program will be delivered through a mix of lectures, pre-recorded sessions, in-class discussions, exercises, and case studies as deemed suitable for each topic being covered.

There will also be an opportunity to learn from industry experts. All enrolled students will also be provided access to our SLIQ Cloud Campus, through which students may access other learning aids, reference materials, assessments, case studies, projects and assignments as appropriate.

Students will have the flexibility to reach out to the professors throughout the course, in real-time during the class or offline, via our SLIQ Cloud Campus to raise questions and clear doubts.  delivered through a mix of lectures

Assessment

From the beginning of the program participants will work on a marketing plan and will keep on developing the same with the course. At the end of the program, participants will submit the same for the purpose of evaluation.

Feedback will be provided on the final submission as well as work done by them during modules.  Participants will be required to plan and apply the concepts, tools, and frameworks covered during the program in the capstone project.

Participants will be provided an ongoing assessment for each module of the program which will require them to plan and apply the concepts, tools, and frameworks in their organization during the program.

At the end of the program, each participant shall submit project report that will involve application of concepts, tools, and frameworks covered in the program.