Invite Your Colleague and Save INR 19,000
STARTS ON TBD Live Online & In-campus Immersion with Faculty
DURATION 11 Months Live Online Session Timings 3 Hours/ Saturday 3:30 PM to 6:30 PM
ELIGIBILITY Any Graduate with a minimum work experience of 5 years after graduation/diploma as on Jun 30, 2022.
STARTS ON TBD Live Online & In-campus Immersion with Faculty
DURATION 11 Months Live Online Session Timings 3 Hours/ Saturday 3:30 PM to 6:30 PM

Why IIM Lucknow's Strategic Marketing Programme?

  Strategic Marketing Programme Other Marketing Programmes from Non-Accredited Institutes
Accredited Institute Dual accreditation of AACSB + AMBA
Alumni Status Lifetime alumni status of IIM Lucknow
Institute ranking #7 in Management: NIRF India Rankings 2021
Goal Alignment Long-term & holistic goals Short-term & immediate goals
Approach to decision-making Analytics-oriented decisions Action-oriented decisions
Execution approach Proactive action Reactive action
Objectives Aligns marketing objectives at a cross-functional level Aligns marketing objectives at a tactical level
Marketing Planning Constantly evolving Focuses on plans prior to launch
Holistic curriculum including AI for Business Growth, Digital Marketing & Analytics, Product Management, Brand Strategies, Market Research
  • 90%

    marketing leaders agree their function is under pressure to become more adaptive to deliver on long term strategy.

    (Gartner, 2020)
  • 83%

    marketers say their ability to meet customer needs depends on digital.

    (Salesforce, 2021)
  • 63%

    consumers say they will use more new digital media after the pandemic.

    (Deloitte, 2021)

Programme Highlights

11-month career-shifting programme

Learn from leading IIM Lucknow faculty and industry experts

Campus immersion

Learn from real-world cases and a capstone project

Get the prestigious IIM Lucknow certificate of Completion

Be eligible for the Executive Alumni Status

Who is this Programme for?

The Strategic Marketing programme is relevant for professionals pursuing strategic growth by serving customers better, innovating, and using new technologies.

  • Mid to Senior Professionals working in Marketing, Sales or allied roles seeking advancement in their career by developing a strategic approach to marketing initiatives in a digital world, with the customer at the centre.
  • Senior Executives and Business Heads seeking to develop and integrate innovative marketing practices into their business processes and corporate culture for business growth.
  • Professionals who want to grow into a strategic marketing role and implement best practices to effectively drive their organisation's growth.

Learning Outcomes

  • Gain advanced knowledge of contemporary marketing techniques and implement it for business growth
  • Lead marketing innovation across multiple levels of the organisation
  • Explore the power of automation and AI in marketing
  • Identify, understand, and leverage the ever-evolving digital marketing technologies, opportunities, and challenges
  • Become a strategic marketing leader and effectively implement marketing strategies by recognising customer and organisational needs
  • Gain marketing research and analytics skills to devise data-driven marketing and growth strategies
  • Develop cross-functional perspective crucial for driving business transformation

IIM Lucknow Executive Alumni Benefits

Upon completion of the programme, participants will need to register with a one-time registration fee of INR 10,000 + GST to receive the prestigious IIM Lucknow Executive Alumni Status (optional). The benefits include:

  • MDP Alumni status of the Indian Institute of Management Lucknow
  • Receipt of all IIM Lucknow programme brochures and newsletters along with details of souvenirs available with MDP Office
  • Lifelong access to a network of distinguished IIM Lucknow Executive Alumni
  • Access to the IIM Lucknow Campus Library (onsite access)
  • 10% discount in fee for any additional programme (Open programme, Online) at IIM Lucknow (Lucknow and Noida campus)
  • 10% group discount on the fee for reference of participants (minimum group of five)

Note: The Executive Alumni benefits are subject to the discretion of IIM Lucknow.

Programme Modules

  • Marketing Intelligence and Scanning Environment
  • Competing through the New Marketing Mix
  • Evolution of Marketing Mix in the Digital era
  • Understanding Consumer, Consumer Buying Behavior and Consumer Value in Digital Era, Consumer Behaviour in Strategy Formulation
  • Segmentation, Targeting & Positioning
  • Competing through Innovation and New Product Solutions
  • Business to Business Marketing
  • Marketing Communications: Objectives Decision
  • Media and Message Decision, Integrated Marketing Communications
  • Evolution of Content Marketing in a Digital World
  • Search Engine Optimisation
  • Search and Display Advertising
  • Social Media Marketing, Online Reputation Management, Social Media ROI
  • Leveraging Content and Social Media
  • Web Scraping, Text Mining
  • Online Marketing Research
  • Digital Marketing Metrics & Analytics, Web Analytics
  • Data Privacy and Data Security
  • E-mail Marketing, Mobile Marketing
  • Sales Strategy in Digital Era
  • Introduction to Marketing Research Process & Problem Formulation
  • Research Design, Research Methodology and Sampling
  • Measurements and Scaling in Marketing Research
  • Designing Marketing Research Tools; Data Collection Approaches
  • Data Organisation and Analysis, Data Driven Marketing using Analytics
  • Advanced Marketing using Blockchain Technology
  • Automation and AI for Business Growth
  • Customer Analysis
  • Financial Acumen and Strategic Finance
  • Managing Human Resources
  • Negotiation and Strategic Communication
  • Product Management and New Product Decisions
  • Managing Services and Service Strategy
  • Strategic Brand Management
  • Brand Management in Web 2.0 and 3.0
  • Pricing Challenges, Pricing Strategies for Digital Customers
  • Pricing Models, Consumer Based Pricing, Value Based Pricing, Competition Based Pricing
  • Dynamic Pricing in Digital and Non-digital Environment
  • Distribution Channel, Consumer-driven Distribution
  • Digital Marketing Channel
  • Channel Strategy: Optimisation & Budgeting
  • E-Commerce Models
  • Content Marketing, Multi-Channel and, Omni-Channel Marketing

Note:
- Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the total programme hours.
- The programme curriculum includes group projects and presentations to apply and demonstrate classroom learnings.

Programme Directors

DR. MOUTUSY MAITY

Professor, Marketing,

Indian Institute of Management Lucknow

Dr Moutusy Maity has conducted training programmes across various organizations (Merck Pharmaceuticals, Indian Oil Limited, Indian Armed Forces). She has consulted with leading retailers on predictive analytics in India. She worked with The Nielsen Company, handling clients like PepsiCo, Frito Lay, and Eveready Batteries. Prior to this, she was an Assistant Professor at IIM Bangalore, and the University of Wisconsin, USA. She earned her doctoral degree in business administration (PhD) from the University of Georgia, USA. Her research has been published in international journals such as Journal of Retailing, Journal of Business Ethics, International Journal of Technology Management and Sustainable Development, Journal of Marketing Channels, among others.

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DR. PREM PRAKASH DEWANI

Associate Professor, Marketing,

Indian Institute of Management Lucknow

Dr Prem’s work relates to the role of emotions in long-term customer relations, conditional promotions, and pricing. He has taught Pricing Strategy, Promotions Strategy, Consumer Behavior and Marketing Management to MBA students and Consumer Behavior and Marketing Theory to Doctoral students for the last five years. He has also trained leaders in these areas. His research is published in such leading international journals like Journal of Retailing and Consumer Services, Journal of International Business Education, and more.

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Programme Certificate

Upon successful completion of the programme, with a minimum 75% attendance and satisfactory academic performance, participants will be awarded a certificate of completion and will be eligible to receive IIM Lucknow’s Executive Alumni Status (optional). Participants are expected to have 75% & above attendance. The cumulative overall percentage of marks should be 50% and above. Those participants who do not meet these criteria will receive a certificate of participation from IIM Lucknow. No certificate shall be awarded if the attendance is less than 40%.

Sample Certificate
Sample Certificate

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Lucknow.

Past Participant Profiles

Work Experience
Past Participant Experience
Top Industries
  • Consumer Electronics
  • Pharmaceuticals
  • Manufacturing
  • Ed-Tech
  • Others*

*Others include E-commerce, IT Services, Marketing, and Retail, amongst others.

Top Functions
  • Marketing & Sales
  • Operations
  • Finance & Insurance
  • Technology Management
  • Manufacturing
Top Companies
  • Levi’s Strauss & Co (India)
  • Dell Technologies
  • Samsung India Electronics
  • Bennett, Coleman & Co. Ltd
  • Jubilant Foodworks Ltd

Emeritus Career Services

Career Services image
Career Services image
  • Three 90-minute workshops from career management industry experts
  • Job placement assistance from partner companies are published, applied to, and tracked to success via an online platform
  • Past participants of Emeritus work at Microsoft, ICICI Bank, Infosys, HDFC, AirBnB, TCS, Ola, Flipkart, JSW, Wipro, Honeywell, JP Morgan, Reliance Jio, Mahindra, Gartner, Accenture, Cognizant, amongst others

Please note:

  • This service is available only for Indian residents enrolled into select Emeritus programmes.
  • IIM Lucknow or Emeritus do NOT promise or guarantee a job or progression in your current job. Career Services is only offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered by Emeritus. IIM Lucknow is NOT involved in any way and makes no commitments regarding the Career Services mentioned here.

Early applications encouraged. Limited seats are available.

View Payment Plan
Loan offered at EMI of INR 7,875
Special Corporate Enrolment Pricing

Round 1: The first application deadline is
TBD and the fee to apply is INR 2,500 + GST

Round 2: The second application deadline is
TBD and the fee to apply is INR 3,000 + GST

Round 3: The third application deadline is
TBD and the fee to apply is INR 3,500 + GST

Round 4: The fourth application deadline is
TBD and the fee to apply is INR 3,500 + GST

In collaboration with Emeritus

Erulearning Solutions Private Limited (a company incorporated in India) is a subsidiary of Eruditus Learning Solutions Pte Ltd (a company incorporated in Singapore), and operates under the brand name of 'Eruditus' and 'Emeritus'.

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