Specialization in Sales and Digital Marketing

Part Time10 MonthsStarts March 2018 (limited seats)INR 1,20,000 + Taxes

in association with

PG Program in Management from IMT Ghaziabad

After succesfully graduating from this PG Program, you will become part of 10,000+ strong network of IMT Ghaziabad Alumni network. As part of this, you also get access to the IMT Campus and Labs, IMT alumni job portal and IMT ID card.

Why choose PG Program in Management?

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 digital marketing  for younger professionals at disruptive digital companies. 

Industry Relevant Curriculum & Offline Networking

  • Become future ready by mastering the concepts through 13 industry designed case studies and projects, 2 live projects and 3 mentorship sessions.
  • Participate in offline Base Camps and 3  meetups with peers, industry leaders, and faculty to grow your network.
  • 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.

Program Vitals

Course Duration

Mar 2018  -  Jan 2019Online, 10 months

Time Commitment

7-8 hoursper week

Program Fee

Rs. 1,20,000 + 18% Tax 0% EMI options available

Why IMT Ghaziabad?

Institute of Management Technology Ghaziabad (IMT G) has been consistently ranked as one of India’s Top 10 B-Schools. IMT’s faculty comprises of academicians, policy makers, seasoned management leaders and administrators who are committed to ensuring the curriculum at IMT Ghaziabad is cutting edge and industry relevant.

IMT Ghaziabad has been alma mater to more than 300 C-suite executives like Sumit Sehgal (Chief Marketing Officer, INTEX), Dev Amritesh (President & Chief Operating Officer, Dunkin’ Donuts India Jubilant FoodWorks Ltd), Prashant Pandey (General Manager & Director of Marketing, GSK Consumer Healthcare ), to name a few. IMT G alumni have also served in the senior leadership positions in sales and marketing in reputed organizations like Google, Genpact, Ashok Leyland, Citibank, Zomato and many more across the globe.

Dr. Atish Chattopadhyay, Director IMTG
“We are delighted to have partnered with UpGrad, a leading and popular platform for online education, to offer our Sales and Marketing programme. The programme will be delivered on a new technology platform to create a superior learning experience for participants who want to be on the cutting edge of the specialisations.
With the introduction of this programme backed by our faculty with relevant industry connect, IMTG seeks to prepare professionals who would be ready for the next generation.”

Dr. Atish Chattopadhyay

Director, IMT Ghaziabad

Program Syllabus

12 Courses10 Months

Duration : 6 weeks

Introduction to Management:

  • Organizational processes - vision, mission, business models
  • Planning and Decision Making
  • Introduction to Leadership

Managerial Communication:

  • Non verbal communication and body language
  • Verbal Communications and Speeches
  • Managerial Writing

Individual, Group and Organisational Behaviour:

  • Motivation, Conflict and Stress Management
  • Organisational Design in the Digital Age
  • Interpersonal Interactions
  • Perception, Power and Influence at Work
  • Organisational Culture

Emotional Intelligence and Managerial Effectiveness:

  • Introduction to EQ and Emotional Competenties
  • Cultivating Executive EQ

Managerial Decision Making:

  • Critical Incident Method
  • Situational Analysis
  • Soft System Analysis

Duration : 3 weeks

Research Design and Secondary Research:

  • Research Design
  • Secondary Research

Primary Research:

  • Qualitative Research: Classic and Contemporary methods
  • Quantitative Reseach: Survey Design
  • Quantitative Reseach: Measurement
  • Quantitative Reseach: Sampling and Experimentation

Duration : 2 weeks

User Experience and Design:

  • User Centered Design
  • Prototyping
  • Usuability Testing

Minimum Viable Product:

  • Introduction to MVP
  • Building a MVP

Product Development:

  • Product Development
  • Product Planning
  • Overview of Tech
  • Overview of Product Deployment

Duration : 2 weeks

Managerial Economics:

  • Production and Cost Decisions
  • Consumer Analysis and Demand Forecasting
  • External Business Environment Analysis

Financial Terminologies and Statements:

  • Financial Terminology and Concepts
  • Analyzing Balance sheets
  • Analyzing Income statements
  • Analyzing Cash flow statements

Business and Financial Strategy:

  • Cutting expenses to boost the Bottomline
  • Inventory and Cash strategies

Duration : 3 weeks

Human Resource Management:

  • Role of HR and HR Processes
  • HR Process Integration with relevant tools
  • Emerging Trends in HRM

Business Law:

  • Contracts and Agreements: The Indian Contract Act
  • Companies and Organisations: The Companies Act
  • Business Partnerships: The Partnership Act

Business Ethics:

  • Introduction to Business Ethics
  • Decision Making Frameworks for Ethical Dilemmas
  • Ethics in various Business Functions
  • Corporate Social Responsibilty

Duration : 3 weeks

Fundamentals of Marketing :

  • Introduction to Marketing
  • STP
  • Marketing Mix or 4Ps
  • Elements of a Brand
  • Competitor Analysis
  • Analyzing Market Potential
  • Consumer Funnel

Evolution of Sales and Marketing :

  • Sales Team Structure across Organisations
  • Digitalization's Impact on Sales and Marketing

Consumer Behaviour :

  • Introduction to the Study of Consumer Behavior
  • Consumer Decision Making Process
  • Psychological Influences on Consumer Decision Making
  • Models of Consumer Behavior
  • B2B Buying

Duration : 7 weeks

Content Marketing :

  • Building a Content Strategy
  • Creating a compelling content
  • Distributing content and analysing performance

Website Building :

  • Types of Websites and Conceptial Design
  • Visual Design, Implementation and Testing

Social Media Marketing :

  • Establishing a brand's social identity
  • Formulating Social Media Strategy
  • Measuring and Optimising Social Media Performance
  • Measuring and Optimising Social Media Performance
  • Social Media Ad Platforms Walkthrough
  • Social Media Management and Listening Tools Walkthrough

Search Engine Optimization :

  • Creating an SEO Strategy
  • Executing SEO strategy
  • Analysing SEO gaps and optimise
  • Google Webmaster and Woorank Walkthrough

Search Engine Marketing :

  • SEM campaign setup
  • SEM optimization
  • Google Shopping Campaigns
  • Google Sponsored Promotion and Google Adwords Walkthrough

Display Marketing :

  • Display advertising basics
  • Affiliate marketing
  • Google Display Network Walkthrough

Email Marketing :

  • Understanding Email marketing
  • Drafting an email strategy
  • Building and Managing an email list
  • Email Automation
  • Email Marketing Analysis and Optimization
  • Autopilot (Email Automation Tool) Walkthrough

Remarketing :

  • Understanding Remarketing
  • Types of Remarketing Strategies and Communication
  • Analysing Remarketing List Performances and Communications

Growth Hacking :

  • Prerequisites for Growth
  • Acquisition and Activation Growth Hacking
  • Retention, Referral and Revenue Growth Hacking

Emerging Digital Mediums :

  • Mobile Marketing
  • Video Marketing

Event and Outdoor Marketing Channels :

  • Event Marketing
  • Outdoor Advertising

Television, Radio and Print Marketing Channels :

  • Television and Radio Advertising
  • Print Publication Advertising

Duration 3 weeks

Channel Structure and Functions :

  • Objective of Channel Intermediaries
  • Functions of a Channel

Channel Design :

  • Channel Objectives
  • Effect of Product Characteristics on Channel Design
  • Evaluation of Alternatives
  • Distribution Channels Segmentation
  • Designed Channel Implementation

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 (ABC)
  • Strategic Profit Model

Channel Control :

  • Managing Channel Conflicts
  • Channel Information Systems

Franchising and Legal Issues in Marketing channels :

  • Franchising
  • Channel Policies and Issues

Duration 2 weeks

Lead Management :

  • Lead Qualification Framework
  • Lead Activity Measurement

Customer Relationship Management :

  • Need and Implementation of CRM
  • Customer Loyalty, Loyalty Programs and Service Offerings
  • Customer Profitability Analysis
  • Satisfaction-Profit Chain
  • Resource Allocation

Duration : 4 weeks

Excel as a tool :

  • Pivot tables for marketing data
  • Excel charts and functions for marketing data

Pricing Analytics :

  • Demand Curves and Price Optimization
  • Price Bundling
  • Non Linear Pricing

Forecasting and Conjoint Analysis :

  • Simple Regression, Correlation and Multiple Regression
  • Modelling Trend and Seasonality
  • Winter’s Method
  • Conjoint Analysis
  • Sales Forecasting

Advertising and Promotion Analytics :

  • Promotion Analytics
  • Advertising Effectiveness Measurement

Customer Valuation :

  • Customer Lifetime Value
  • Customer Acquisition and Retention Marketing Resource Allocation Optimization

Sales Analytics :

  • 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
  • Advanced Google Analytics

Duration 3 weeks

Multi Channel Marketing Strategies :

  • Omni Channel Marketing Strategies
  • Integrated Marketing Strategy

Financial Acumen for Marketing :

  • Financial Reporting Model
  • Break-even Analysis
  • Budget Allocation in Campaigns

Sales Planning :

  • Sales Quotas
  • Sales Budgets

Duration 3 weeks

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
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