course title

IIM Kashipur Executive Development Programme In Strategic Marketing Management For Senior Professionals

Serving a growing market seldom guarantees smooth sailing. Entrepreneurs and managers in established firms need to develop knowledge about their market and industry and synthesise that knowledge into tangible plans that their organisations can act on. This programme by IIM Kashipur will help participants understand how businesses compete and formulate different strategies. It will also help them gain knowledge to formulate niche marketing strategies.

Programme Start Date : 14 May, 2023

Course Duration : 7 Months

Last Date to Apply : 30 Apr, 2023

Course Fees

1,65,000 + Taxes

Delivery Mode

Direct To Device

Class Schedule

Sunday : 06:45 pm to 10:00 pm

Technological Partner

Times TSW

Alumni Status

Certification of Participation

Campus Immersion

2 days

Course Overview

Many managers, particularly those in marketing, seem obsessed with growth. Their objectives always revolve around an annual increase in sales volume, market share, or both. However, the future challenge for many managers in developed nations will be making money in markets that grow slowly. Entrepreneurs and managers in established firms need to develop knowledge about their market and industry and synthesise it into tangible plans that their organisations can act on. In organisations of all kinds, annual budgets are prepared to guide decision-making for the coming year. These decisions determine staff, investments in productive capacity, levels of operating expense, and so on.

The Executive Development Programme in Strategic Marketing Management for Senior Professionals will enable participants to formulate and implementing dynamic marketing strategies, understand SWOT Driven Strategic Planning, gain knowledge about buyer behaviour in consumer markets, execute market entry strategies, and much more.

Course Highlights

Contextually designed 7-month programme for working professionals and entrepreneurs

Campus immersion module of 2 days

85+ hours of elaborated online learning

Weekend lectures, workshops, and case study-based learning

Key Benefits

By the end of this programme; participants will be able to –
Make strategic decisions at a business-unit level
Understand how businesses compete and formulate strategies that differ from one another
Gain knowledge about niche-market strategy, mass-market strategy, and growth-market strategy, as well as formulate different targeting strategies that suit different opportunities
Succeed in learning about B2B marketing, calculating consumer value, and pricing and product analytics


For Indian Participants – Graduates from a recognised University (UGC/AICTE/DEC/AIU/State Government) in any discipline
For International Participants – Graduation or equivalent degree from any recognised University or Institution in their respective country
Proficiency in spoken and written English is mandatory
Working Professionals with a minimum of 4 years of experience after completion of the qualifying examination

Selection Criteria



The performance of participants will be monitored periodically throughout the course in the form of quizzes, assignments, tests, group projects, case studies, or other objective/subjective assessments. The participant is required to score minimum marks/grades as decided by the Institute from time to time to complete the course. The evaluations are designed to ensure continuous student engagement with the course and encourage practical learning. Students who successfully clear the same along with the requisite attendance criteria will be awarded a Certificate from IIM Kashipur as appropriate.
Qualifying criteria for assessments: term exam – 60%, Quiz – 20%
Group based assessment – 20%

Sample Certificate



Prof. (Dr.) Somnath Chakrabarti

Marketing at IIM Kashipur has obtained a Ph.D. degree from the Department of Management Studies, IIT Delhi, India; Master of Business Administration (MBA) from Oklahoma State University in Stillwater, Oklahoma, USA, and a Bachelor of Engineering degree from REC/NIT, Durgapur, India. He also obtained a GloColl certificate based on participation in Harvard Business School programmes in Boston and Shanghai, which has given him expertise in case writing. He has worked in the industry between 1992 and 2002 in Wipro and in leading MNC advertising agencies. He has around twenty years of academic experience in leading Management Institutes in India from 2002 onwards.

His research papers have been published earlier in reputed and premier journals like International Journal of Consumer Studies, Journal of Retailing and Consumer Services, International Journal of Advertising, International Journal of Bank Marketing, International Journal of Retail and Distribution Management, Journal of Marketing Communications, Journal of Interactive Advertising, British Food Journal, Journal of Public Affairs, Journal of Non-Profit and Public Sector Marketing, Academy of Marketing Studies Journal, and IIMB Management Review (of IIM Bangalore), among others.

His numerous case studies have been published by IVEY Publishing, Canada and in Emerald Emerging Markets Case Studies. He has been PD/CO-PD and taught significantly in many Executive Education programmes of TIMESPRO and Talentedge, and has worked as PD and taught significantly in many MDP programmes of IIM Kashipur. He has global work experience with McCann Erickson, Sydney, Australia in sales response modelling research.

Prof. (Dr.) Madhurima Deb

Marketing Department

Dr. Madhurima Deb is a faculty of Product and Brand Management at the Indian Institute of Management Kashipur. She also teaches Sales and Distribution Management. Dr. Deb started her career as Assistant Manager in a consulting company in 2007. There, she worked on numerous projects with clients like ITC, TATA, UBS, Limitless, etc. She obtained her PhD from the Indian Institute of Technology Kharagpur. Her thesis was on ‘Customer Relationship Management (CRM) Practices in the Indian Retail Sector.

She has over 4 years of research experience and 14 years of teaching experience. She has published papers in various Journals and Conferences of international and national repute. She works in the areas of Branding, Consumer Behaviour, Retail, Cause-related Marketing, Relationship Marketing, Market Research techniques, etc. She is the Chairperson of Research at IIM Kashipur.

CONSULTING and MDP Experience

As Principal Investigator, handled the ‘General Management Programme’ for Jubilant FoodWorks Ltd.
between February and April 2017, for a batch size of 110 participants.
As Programme Director, managed ITI MDP
Taught in a series of TATA Chemical MDPs
Taught a series of LIC MDPs
Taught in BEL MDPs
Taught in a series of TEQIP programme

Date & Fees

Fee Particulars Amount (in )
Registration Fee 5,200
Processing Fee** 10,000
Programme Fee 1,49,000
Campus Fee 16,000
Total Fee (Excluding Registration Fee) 1,65,000

1. *Taxes will be added as applicable
2. ** Processing fee contains ₹5,200 towards the registration fee and ₹4,800 towards the programme fee. The processing fee of ₹7,500 is refundable in case IIM Kashipur rejects the participant’s profile.
Please Note: This is concerning the refund of the processing fees. Please note that the processing fee shall not be refunded in the following circumstances:
I.In case the candidate rejects the offer issued by the Institute; and
II.In case the application is rejected due to submission of incomplete documents and/or providing insufficient information and/or eligibility criteria not fulfilled.

No. of Installments - 3 Installments
Instalment No. Amount (in )
At the time of Registration 4,800
Within one week of offer rollout 53,000
10th July, 2023 53,000
10th October, 2023 54,200


The teaching approach will be highly interactive and leverage technology and deploy diverse pedagogical tools and techniques, including lectures, case studies, project work, assignments, quizzes, term papers, and a workshop. Towards the end of the course, a final examination will be conducted by IIM Kashipur

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