Advanced Program for

Marketing Professionals (APMP)

Batch 06

IIM Calcutta

CONTENTS

Broad Contours
Unique Features of Program
Who Should Attend
Program Architecture
Fees
Certificate
Program Profile
About IIMC
NIIT Imperia Edge
Admission Process
Detailed Module Wise Contents

For more information visit http://programslive.iimcal.ac.in/advanced-program-marketing-professionals-apmp

BROAD CONTOURS
Program Directors: Prof. Prashant Mishra

Duration: One Year

Eligibility: Graduation /PG from a recognized university

(UGC/AICTE/DEC/AIU) with 50% marks (Aggregate) and at least 5 years of
Experience as on 1st March 2015
Schedule: Sunday 6:30 PM 9:30 PM
Program Fees: Rs. 1,79,550/- + 12.36% Service Tax= Rs. 201742/- [This does
not include campus visit fees @Rs. 6000/- per day; Fee payable in
installments; Bank loan facility available]

UNIQUE FEATURES
Unique
Program

Only Advanced Program available for Marketing & Sales Professionals in India.
Trained more than 530 sales & marketing professionals.

Pedagogy

Designed with a mix of experience sharing, real life case discussions,

assignments and industry/research based projects besides the lectures in class.

Leadership
Development

Grooming for an enriched role in marketing and strategy.

Campus Visit

Three Days of Campus Visits during the program

Certification

Graded Certificate of Successful Completion (with accompanying academic

grades) from IIM Calcutta

WHO SHOULD ATTEND?

Mid to Senior level managers in marketing & sales

Participants looking for cutting edge knowledge on
both strategic and tactical issues in sales and
marketing
Senior and middle managers in other functional areas
who would like to develop an advanced proficiency in
marketing, strategy and implementation

Program Architecture
3 Days Campus Visit at the Start of the Program

4 Foundation Modules
(to bring every one on the same platform)

7 Advanced Modules
(covers advanced Aspects of Sales and Marketing)

Certification from IIMC

IIMC MDP Alumni Status

PROGRAM MODULES

Foundation Courses
1.
2.
3.

4.

Marketing Management
Consumer Behavior
Quantitative Methods for
Marketing Decisions
Financial Acumen for Sales and
Marketing

Advanced Courses
1. Sales and Distribution
Management
2. Customer Relationship
Management
3. Strategic Brand Management
4. Strategic Aspects of
Marketing
5. B2B Marketing
6. Organizational and People
Issues in Marketing
7. Services Marketing

ACADEMIC GUIDELINES

Attendance Criteria
Minimum 66% Attendance in each module

Certification Criteria
For Successful Completion of the program
Maintain Minimum Attendance Criteria
Not More than 2 Poor Grades

For Certificate of Participation

Maintain Minimum Attendance Criteria
More than 2 poor grades

FEE PAYMENT SCHEDULE

Program Fee: Rs. 2,01,742/- inclusive of all Taxes
The fee can be paid by cash, cheque or DD drawn in favor of NIIT Ltd.
Imperia Collection Account
The fee can be paid in installments as given below:

Installment
Schedule
(Regular
Phase )

Application
Initial
Fee**
Amount*
Month
Amount

Special

Discount Till
15th Dec. 2014

Registration
Fee *

Amount

I*

II*

III*

May, 2015

Jul, 2015

Sep, 2015

Rs. 1124/- Rs. 11,236/-

Rs. 69462/-

Rs. 40348/- Rs. 40348/- Rs. 40348/-

Rs. 1124/- Rs. 44,818/-

Rs. 26891/-

Rs. 35854/- Rs. 35854/- Rs. 35854/-

**Application Fee is non- refundable

* Inclusive of service tax

# Candidate once selected by Institute, the initial amount will be NON- REFUNDABLE.
If candidate is Not selected by Institute, initial amount will be refunded in 30 days from result declaration
*It is suggested that applicants complete the admission/ registration formalities as soon as possible within the
announced timelines as we may be compelled to allot the seats on first come first serve basis due to limited
availability of seats.

SAMPLE CERTIFICATE- FRONT

SAMPLE CERTIFICATE- BACK

PROGRAM PROFILE

PROGRAM DIRECTOR PROFILE

Prof. Prashant Mishra (Associate Professor Marketing)

Academic Background
Ph.D. & MBA from Devi Ahilya University, Indore; B.Sc.
(Chemistry Hons.) from Patna University, Patna.
Work Experience
June 2004 till date : Indian Institute of Management Calcutta
April 2004 - June 2004 Narsee Monjee Institute of
Management Studies Mumbai
July 2001 to March 2004 : Nirma Institute of Management
Ahmedabad
July 1998 to July 2001: PIMR Indore
For more information, visit
http://facultylive.iimcal.ac.in/users/prashant

STUDENT SPEAK
SASWADAN RANJIT KUMAR,
Area Business Manager Samsung Electronics Ltd,
Before joining the course, my major concern was whether the course is worth the
program fee. After joining the program, the program has not only added value but
has also helped me to work smartly and thus climb the professional ladder.
ANIMESH RAHA,
Senior Manager (Marketing) Aircel,
My major concern before joining the program was the takeaways that i would have
for my day-to-day work from my course But thanks to diverse profile of participants
and diverse sectors represented by these participants, I have learnt a lot. Program
has helped me to present myself in a better light.
http://www.linkedin.com/pub/animesh-raha/30/515/b86
DEEPSHIKHA CHAKRABORTY,
Sales Manager CISCO,
The key benefits from the program has been exposure to realistic case studies,
hands-on learning on Marketing aspects and curriculum. All the sessions taken by
Prashant Mishra were great.
http://www.linkedin.com/pub/deepshikha-chakraborty/22/b83/392

STUDENT SPEAK Contd..

SARVESH MISHRA,
AGM Schneider Electric,
Program has made me better equipped to carry all marketing campaigns
and make a balanced analysis of all situations and numbers.
http://www.linkedin.com/in/sarveshmishra

SEEMA ARORA,
DGM Branding, Marketing Communication & PR, Bharti Corporate
Interactivity was the most liked feature of the program. Some of the case
studies are very relevant to our current job profile. Especially Classroom
sessions open up different perspectives of the same problem.
HIMADRI SHEKAR ROY,
Executive Vice President Indiainfoline Ltd.
I have found the technology; content and presentation are the best features
of this program.

PROGRAM PROFILE *
Work Experience

Graduation Qualification
3%

12%

8%

9%

11%
B. Pharma

5 to 8 yrs
55%

24%

20%

33%

9 to 12 yrs

B.A.
B.Com

13 to 16 yrs

B.E./ B. Tech
25%

More than 16 yrs

B.Sc.
Management

Rich in experience from 5 years to 31 years

Average Work Experience- 10 Years

Diverse educational background

Industry Sector
3%

11%

Representatives
from all industry
Sectors

10%

BFSI

8%

FMCG
20%

6%

Healthcare/ Pharma
IT/ ITES

28%

14%

Manufacturing
Media/ Advertising

Services
Telecom

*Total participants- 535

(APMP01- APMP05)

PROGRAM PROFILE- SAMPLE

DEIGNATIONS*

Head Marketing- Readers Digest

BHE P Ltd.
GM- WLC College, Intex, Vaswani
Group, Delphi, Matrix Labs, Sona
Group, Global Hospitals, Lupin Ltd.
DGM- Uninor, Airtel, IDEA, Mail
today, Ingram
Area Manager- Abbott, Max
Newyork, Metlife, Dhanlakshmi
Bank, Novartis, Ashok Leyland,
Reliance Communication, CSM
software, Pepsico, HCL, IDEA, Intas,
Coca Cola
Deputy Manager- Armstrong
international, Essar Steel, RCOM,
TTSL, HDFC, JSPL, Phillips
Assistant Manager- Airtel, Toyota,
Dish TV, Total Oil, Marico, John
Deere, Godrej & Boyce, Polaris, Tata
Sky, Reebok, Berger,

CEO- Trinity
Director- Group M Media, Cargomen
Logistic, ESPN Star, Hotel Leela venture,
RSIL, Silverline Holidays, Execlr
Solutions
AVP- HDFC Life, Kotak Securities, ICICI
Prudential, HSBC, Orange, DHPL,
Comviva tech.
RM- Sanofi Aventis, Abbott, CIFCO, GE,
Century Cement, LG, Sun Pharma,
ICICI, ICI Paints, Cadilla, Honeywell,
Autodesk
Business Manager- HCL infosystem,
Abbott, Australian government, Wipro,
Sify
Manager- Trident Hyundai, Manpower
Inc., Indian Express, ABN Amro, Axis
Bank, Daimler, BEML, Philips, UTV, Sony
India, Zee News, Tupperware,
*Indicative List
Welspun, USL

STUDENTS FROM TOP ORGANIZATIONS

Telecom

IT/ ITES

Healthcare

Media/
Advertising

BFSI

*Indicative List

FMCG/
Automobile

CAREER GROWTH

BATCH

Previous
Designation

Previous
Organization

Current
Designation

Current
Organization

APMP03

Sr. Manager

VIACOM18

Regional Parts
Manager

Ashok Leyland

APMP03

Asst. General
Manager

Godrej and Boyce

Mfg. Co. Ltd

Business
DevelopmentLarge Project

Orange Business
Services

APMP03

Regional Manager

Vaswani Group

General Manager

Abbott

APMP04

REGIONAL Mktg.
Manager

Remy Cointreau
India

Regional Manager
Eastern India and
Bangladesh

Remy Cointreau

APMP04

Regional Business
Manager

Abbott Nutrition
International

Associate
Marketing
Manager

Abbott Nutrition
International

CAMPUS VISIT PICTURES

ABOUT IIM CALCUTTA

IIMC is one of the most reputed business schools in Asia
IIMC was established by Government of India in 1961
IIMC Alumni includes prominent entrepreneurs and business
executives like:

Indra Nooyi (Chairman and CEO of PepsiCo),

Ajit Balakrishnan (Founder, Chairman & CEO of Rediff.com),
Srinath Narasimhan (MD and CEO of Tata Teleservices) and
P M Murty (MD & CEO of Asian Paints).
Other notable alumni include academicians such as Ramchandra
Guha and Krishna Palepu, and authors like Amish Tripathi.

One of the Key Players in Synchronous Learning Platform,

running more that 20 programs for working professionals in this
mode in General Management and Allied Areas.
For more information about the institute, please visit www.iimcal.ac.in

About NIIT Imperia

NIIT IMEPRIA EDGE

58 Classrooms across 24 Cities in India
Direct one-to-one interaction is ensured through individual ICT system
Technology:
Inbuilt Redundancies
Infrastructure to reduce breakdown (Extended C-Band)

Student Facilities
Transit: when travelling to other cities
Transfer: permanent change in location to other city
Recorded Lecture: when absent in a session

Students Services
Students Services Portal
Learning Management System
Collaborative Environment

Availability of Trained professional to address queries between 9 AM to 9 PM,

365 days
Continuous Communication
Mails
Phone Calls
SMS

AWARDS AND ACCOLADES

Best Telecom & Satellite Learning Providers in Education, ASSOCHAM
National Education Excellence Awards 2013 , 8th April 2013
Outstanding Student Support Services, Asian Learning Leadership Awards,
25th September 2012
Outstanding Blended Course for Post Graduate Diploma in International
Business Strategy, World Education Congress, 29th June 2012.
Best Training Institute for Working Professionals, World Education Summit,
15 July 2011.
Polycom Intelligent Enterprise Award for Synchronous Learning Technology,
2009

SYNCHRONOUS LEARNING

REPLICATION OF LIVE CLASSROOM

Full features of face-to-face
teaching
Raised-hand-seeking-teacher'sattention

Click here to play video

of NIIT Imperia
Tabulation of responses
Quizzes randomly created by the
teacher

ADMISSION PROCESS

HOW TO APPLY
Application period
Application for the Batch will commence in December 2014 and will close
in March 2015

Application forms
Application forms can be obtained from www.niitimperia.com or at local
NIIT IMPERIA Centres
Students could also apply online at www.niitimperia.com

Class would commence on or after March 2015

Application Foreclosure Clause:
Please be aware that seats are limited at every location for this program. Therefore,
1. Applications can be foreclosed anytime (at all or some select locations) with a 7 day
notice posted on the NIIT Imperia website
2. Applicants are advised to apply as early as possible to avoid rejection of their
application form

SELECTION PROCESS

Selection to the program will be based on

1. Profile (as Mentioned in the application form
and documents provided)
2. Statement of Purpose
3. Performance in Program Aptitude Test (PAT)
Verbal Ability & Communication Skills
Numerical Ability
Logical Reasoning & Creative Problem Solving
Supporting Personality Traits

CONFERENCE CALL/ INFORMATION

SESSION
What is Information Session?
It is a telephonic conference call arranged for
interested participants, to address their
specific queries regarding the program

Why should I attend the conference call?

To evaluate the program rigorously and in
depth before taking a final decision

Who will host the call?

NIIT Imperia Product Management &
Academic Team would address the queries
regarding the program

How can I register for the conference

call?
Register Online using the following link
http://bit.ly/APMP06concall

DOCUMENTS REQUIRED FOR

APPLICATION

1 Passport size photo affixed [Latest photo with light

backdrop]
Proof of Date of Birth [DOB Certificate / 10th Std Mark
sheet]
Proof of Graduation Completion [Provisional / Degree
Certificate]
Proof of Graduation % [Graduation Marks sheets for all
years]
Proof of Experience [Experience Certificates as supporting
documents for all the jobs mentioned in the form]
Proof of Current Employment [Letter from the HR with
current date / Latest Pay slip]
All Documents should be Self Attested

Detailed Module-Wise Contents

(Based on APMP-05 content, Subject to modification)

MARKETING MANAGEMENT
Key Learning Outcome: The aim of this module is to introduce the processes and
outcome of marketing to the participants. It also aims at making participants aware
about the distinctiveness of Indian markets vis-a-vis others, its complexities and
implications.

Session Plan
1. Marketing Concepts and Customer Value
2. Building Customer and Market Orientation
3. Segmentation Targeting and Positioning
4. Strategic Market Planning
5. Indian Market Realities and Unique Challenges

CONSUMER BEHAVIOR

Learning Outcome
The objective is to help participants understand underlying influencers of consumers
consumption decisions and learn ways of using this information in decision making.

Session Wise Plan

1.
2.
3.

Understanding Individual and Organisation - Consumer Behaviour

Indian Realities: Consumer Types and Implications (eg Urban vs Rural)
Best Practice Case Studies

Marketing Research and Analytics

Learning Outcome
To help participants appreciate the need for analytical decision making in marketing and
introduce select contemporary tools such as conjoint analysis, ethnographic studies etc

Session Wise Plan

1. Marketing Research and Analytics for Decision Making
2. Qualitative Tools and their utility
3. Select Quantitative Tools and Their utility

BASIC FINANCIAL ACUMEN FOR

SALES AND MARKETING

Learning Outcome
The module aims at introducing relevant financial concepts to the participants so as they can
develop a keen understanding of consequences of marketing decisions in financial terms.

Session Wise Plan

1. Understanding Financial Reporting
2. Break Even, Contribution, profitability etc
3. Understanding Cost for Decision Making
4. Financial Performance Measures

SALES & DISTRIBUTION MANAGEMENT

Learning Outcome
This module aims at making participants aware of distribution realities and complexities in Indian
market primarily and ways and means to respond to the challenge there of.

Session Wise Plan

1.
2.
3.
4.
5.
6.
7.

Designing and Developing Distribution Channels

Issues in Managing and Motivating Distribution Channels
Managing Channel Conflict and performance
Organized Retailing In India: Emerging Issues
Selling through Modern Retail Formats: Challenges and prospects
Personal Selling Strategies: Transaction Vs Relationship
Issues in Direct Marketing

CUSTOMER RELATIONSHIP
MANAGEMENT

Learning Outcome
This advanced module is aimed at emphasizing the need of and the rationale behind relationship
marketing philosophies and tools and techniques to the participants.

Session Wise Plan

1. Relationship Marketing Fundamentals
2. CRM: Tools and techniques
3. Challenges and some best practice cases

PRODUCT and BRAND MANAGEMENT

Learning Outcome
This module is targeted towards making participants learn various issues and coping strategies in
order to become Successful Product and Brand Manager

Session Wise Plan

1. Issues in Product Policy and Product Lifecycle management
2. Product Portfolio Management : Tools and Techniques
3. Branding Decisions: Issues and Challenges
4. Brand Equity: Development and Measurement

STRATEGIC ASPECTS OF MARKETING

Learning Outcome
This module will be purely case based. Through 6-8 diverse case studies drawn from both Indian
and international environment faculty will attempt to integrate the learning through various
modules in the program.

Session Wise Plan

1. Formulating Marketing Strategy: Issues and Challenges for Creating and
Delivering Customer Value
2. Designing Market Driven Strategies: Strategic Relationships; Planning New
Products
3. Designing Market Driven Strategies: Entering a Market
4. Strategies for Growing Markets
5. Strategies for Mature and Declining Markets

B2B MARKETING

Learning Outcome
To appraise participant about challenges faced by the B2B Marketers or marketers of high tech
products and possible strategies to cope with them.

Session Wise Plan

1. Understanding Institutional Markets: Distinctiveness from Consumer
Markets
2. Specific Marketing Challenges in B2B markets: Sales, Distribution and Brand
Building
3. Distinctive challenges in High-Tech Product Market: Implication for
Marketing and Sales Professionals

*Tentative Session Plan - Based on Last Batch Session wise plan

SOFT SKILLS FOR MARKETING

PROFESSIONALS

Learning Outcome
The aim is to help participants understand and appreciate critical soft issues involved in
organizational processes in general and their implications for sales and marketing professionals in
particular

Session Wise Plan

1. Understanding Teams
2. Motivating and Managing Your Team
3. Negotiation and Persuasion Skills
4. Strategy and Pitfalls in Negotiation
5. Goal Setting, Performance Appraisal and Counseling

SERVICES MARKETING

Learning Outcome
To appraise participant about challenges faced by the service marketers and possible strategies to
cope with them.

Session Wise Plan

1. Service Marketing Fundamentals
2. Marketing mix decisions in service environment
3. Complaint handling, Service Recovery and Customer Relationships

For any Queries Or Doubts,

Call Us At 18002660304
(Or)
Write to imperia@niit.com

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