Marketing Management Courses

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The Marketing Management programme for Graduates has been developed in partnership with experts in the field of marketing who have tailored the content to meet the present-day requirements of the Industry. The programme is aimed at creating competent and hands-on professionals who would be able to contribute to the industry from day one.

Specialize in key professions
The course in Marketing Management trains students in 5 key professions including Sales, Research and Analytics, Retail, Branding and Digital Marketing. The industry-aligned curriculum, practical training, and the regular guidance offered by our experienced mentors makes WLCI’s course superior to the traditional MBA programmes offered by most B-Schools.

Practice sessions have been incorporated as an integral part of each classroom teaching, giving you the opportunity to exercise and execute your learning.

Earn while you learn
Apart from the rigorous classroom teaching and practical workshops, our Marketing Management students also receive the opportunity to work with leading companies while pursuing the course. This will enable you to practice your learning in a real work environment – giving you an unbeatable edge over graduates from other B-Schools.

Flexible learning options
WLCI offers you the opportunity to pursue the Marketing Management programme at any of our several campuses located across the country. Distance learners and those looking for flexible education options can choose to attend classes through video conferencing.

Career Options in Marketing
A marketing management course leads to many career options starting from Sales, Advertising & Branding, Retail, Digital marketing as well as Research & Analytics.

With an increase in competition, a large number of organizations are on the look-out for competent professionals who will deliver results from day one. Therefore, there is an increasingly high demand for marketing management professionals who have relevant knowledge and skills.

WLCI trains you for the following sought after careers in Marketing Management:

Full Time Programmes

For Graduates

-- Professional Certificate - I
-- Professional Certificate - II

For Working Professional

-- Executive Diploma

Part Time Program

-- Digital Marketing
-- Retail
-- Sales

Curriculum
Professional Certificate Level - I
Digital Marketing
Research & Analytics
Sales
Retail
Integrated Marketing Communication

Professional Certificate Level - II
Retail
Digital marketing
Research & Analytics
Life & Core Skills

Super Specialisation (any one)
Sales
Digital Marketing
Retail
Research & Analytics

The Professional programmes in Marketing have been developed in consultation with experienced experts in the field. They have designed the content to include new trends and practices relevant to the needs of this fast growing profession.

As a marketing professional it is imperative for you to have a strong foundation in the core areas of Sales and Research & Analytics. Additionally, we then give you an option to specialise in any one of the following sub professions - Retail, Digital Marketing, Sales or Research & Analytics.

  • Advanced level
  • Professional level I
  • Professional level II
This programme develops the advanced skills in various functions and enables the learner to enter the industry as a well trained business professional. At this level the student begins developing advanced skills in core business functions of marketing, finance and HR management. On completion of the course, the learners are trained to find opportunities in the profession of their choice.

Advanced Certificate - I

Sales

Sales is a primary activity in any business organisation and is easily the most valued function as this generates revenue for the business. The demand for qualified and skilled sales people is always very high in the industry. At this level, learners are trained to handle the basic sales processes that include sales preparation, prospecting, relationship building, probing, closing and post sales service.

Talent Acquisition

In today’s dynamic and competitive environment, the success of a business depends heavily on the quality of its human resource. Talent acquisition, therefore, is one of the most critical functions in an organisation. At this level, the learner will be introduced to the various recruitment processes like manpower planning, pre-joining, joining, induction and vendor management.

Financial Reporting and Accounting Compliance – I

This prepares the student to handle the financial data of a company with ease at each and every level of the transaction and trains to record, classify, and summarize the result of business operations. Consequently, it also, equips them to analyze the summarized data, interpret and report in order to get a meaningful judgment about the operational result and financial position of the business.

Life and Core Skills

This module aims to build student’s focus towards their goals by developing their vision & mission of life, enhancing their physical & mental energy, improving their effectiveness & efficiency by developing time management, Team management and execution skills.

Advanced Certificate - II

Integrated Marketing Communication and Branding

Integrated Marketing Communication (IMC) is a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them. Branding is a complex process, but its goal is simple. It is the creation and development of a specific identity for a company, product, commodity, group or person. At this level, the learners will be trained on Product Lifecycle Management, Target Selection, Brand Equity, Media Planning, Media Buying, Campaign Selection & Finalization.

Treasury & Capital Markets - I (Management of Financial Services)

During this course, the student will acquire an understanding of the role of Financial Services in Business organizations and it will give an insight into the strategic, regulatory, operating and managerial issues concerning select financial services. It will examine the present status and development taking place in the financial services sector and it will help develop an integrated knowledge of the functional areas of financial services industry in the current financial scenario.

Talent Management and OD

Today, one of the greatest challenges that organisations are facing is to successfully attract, assess, train and retain talented employees. Talent Management encompasses in itself the entire process of Planning, Recruiting, Developing, Managing, and Compensating employees throughout the organisation. This module will include development of skills in Employee Engagement, Career Planning and Succession Management, Performance Management and Organizational Development.

IT Skills

The Program imparts and develops IT Skills in the students in order to equip them with essential IT Skills like ‘Creating a Presentation’, ‘Making Reports on Excel’, ‘Creating Company-specific Documents’, ‘Punching Qualitative and Quantitative Data for Analysis’ and ‘Drawing Graphs, Charts and Diagrams for Inferential purposes.

Life & Core Skills

This module aims to further improve focus by defining students’ ambitions and logical steps to achieve their ambitions/goals, augment their energy through meditation, enhancing their result orientation by optimum utilization of resources and build their effectiveness by developing inter-personal relations both in personal and professional life.

PROFESSIONAL CERTIFICATE - I

Digital Marketing
During this module, you will develop an in-depth understanding of the usage of digital technologies, E- Commerce, Webinars, Email Marketing, Mobile Marketing, Viral Marketing, CRM, Social Media - Application Development Platforms, Online Reputation Management, Online Referral Marketing, Affiliate Marketing and gain an understanding of legal issues in digital marketing.

Research & Analytics
In this module, you will be trained on Business case analysis techniques, qualitative and quantitative techniques. The module will also develop skills in advanced data analytics like Factor Analysis, Cluster analysis, conjoint analysis and Regression analysis techniques. It will also develop skills of business analytics, business metrics, introduction to analytical frameworks and identification of basic business drivers/indicators.

Sales
At this level, advanced sales process implementation shall be the focus area. The students will be trained on the delivery of canned sales pitch, Customer Preparation, Prospecting Existing Customers, Advanced Probing Techniques, Solution Selling, Advanced Objection Handling and Closing techniques, Customer Engagement programs and Customer Loyalty techniques.

Retail
Fast growing urbanization, increased foot print of organized retail format stores and multi activity malls has completely changed the urban landscape and has made Retail one of the fastest growing and high potential professions for youngsters. In this module, students will be trained on Retail Planning, Retail Segmentation, Store Layout and Design, Merchandising, Visual Displays, pricing, new trends and technologies and E-retailing.

Integrated Marketing Communication
Integrated marketing communication (IMC) is a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them. Branding is a complex process, but its goal is simple. It is the creation and development of a specific identity for a company, product, commodity, group or person. At this level, students will be trained on Product Lifecycle Management, Target Selection, Brand Equity, role of media, types of media, Media Planning, Media Buying, and Campaign Selection & Finalization.

PROFESSIONAL CERTIFICATE - II

Retail
In this module you will be trained on Merchandise Planning, Vendor Management, Foot falls and Conversions, Space Optimisation, Supply Chain Management, Retail Pricing, Private Labels, Computerized Replenishment System, Store Security, Asset Management, Customer Service and Customer Relationship Management. This also covers cost management in retail, micro financing and retail economics.

Digital marketing
In the advanced module, the students will be able to explore Google analytics from a real life corporate perspective including Goal setting, Advanced Segmentation and Custom report generation. They will understand the concepts of PLA and create Product Listings in Google Adwords and create Dynamic Search Ads (DSA). This module will develop ability to create professional media plans along with budgets and key performance metrics for various online marketing objectives like branding or lead generation.

Research & Analytics
The advanced level of Research & Analytics module trains students on Industry market research, Vital Statistics, Discriminant Analysis, interactive communication, information gathering techniques, qualitative techniques, Perceptual Mapping, Market Assessment and Company profiling.

Super Specialisation (any one)

Sales
At this level the module includes advanced aspects of high probability selling, feedback mechanisms, channel management, Sales potential estimations, overall market analysis and Customer relationship management.

Digital Marketing
The advance level would cover Social Media Optimization – Podcasts, Social CRM etc, Strategy including Campaign vision, measuring tools (KPIs), research on audience & service offering, off-page optimization.

Retail
The advance level in Retail includes retail franchising, retail staffing, legal & statutory framework, Customer service in retailing and Store Operations, Profitability and quality management.

Research & Analytics
The advanced level will cover data analysis and knowledge management, usage of advanced research tools such as SPSS/SAS, research interpretation and communication and the usage of Information technology in research including decision support systems.

Employer's Council Members
Mr. Abhinav Saxena AVP, HSBC
Mr. Abhishek Mukherjee Asst. Director-Marketing, WNS-Marketics
Mr. Alok Duggal Head of Marketing, ING Vysya Ltd
Mr. Amit Bhatia Head-Strategic Alliance, NIIT Limited
Mr. Amitabh Singh Head Sales - Food Services, DABUR
Mr. Anoop Kapoor Director, Lynx Tools & Components
Mr. Ashish Daftari RSM (N&E), Thompson Press
Mr. Atulit Saxena COO - Brands, Future Group
Dr. Dilpreet Brar Director Operation, Max Healthcare
Dr. Manjunath Hegde CEO, Alpha Star Steel Pvt. Ltd.
Mr. N.K. Agarwal Associate Vice President, Kent R.O. Systems
Mr. Nagendra Chaudhary Zonal Manager, Cadila
Mr. P. Thiruvengadam Senior Director, Deloitte Touche' Tohmatsu India
Mr. Pankaj Rastogi Regional Head (Retail Sales) Tata Assets
Mr. Pawan Chaurasia Vice President, Sales & Marketing, Indiabulls
Mr. Prashant Kishore Sharma National Manager, Reliance Retail
Mr. Sandeep Batra Country Manager Marketing, Lenovo India
Mr. Ramesh Kumar Strategic Planning, O&M
Mr. Ravi Kamat MD, Softbridge Solutions
Mr. Rohit Mahajan CEO, Saviance Technology
Mr. S.Shivkumar Director-Client Servicing, Crayon's Advertising
Mr. Sameer Kapoor CEO, NDTV
Mr. Satpal Chaudhary CEO, Khoday's Group
Mr. Shivan Gandhi Regional Business Head, Bunge India
Mr. Vishal Dixit Advisor to Reliance Trend
Mr. Vinay Upadhyay President, Escorts
Mr. Vikram Munshi Head - Sales & Marketing, Ranbaxy
Mr. Anil Malhotra Head - Commercial Business North, Elite Brands
Ms. Nidhi Lauria National Sales & Operations Head - Internet Ventures
Mr. Rajesh Bansal VP Sales, ING
Mr. Pawan Chaurasia CEO, Ebony
Mr. Hemant Shah Executive Director, Times OOH
Ms. Archana Tomar CEO Blue Lotus Communications
Dr. A K Garg Vice President Marketing, KORES India
Mr. Govindan Senthil Territory Manager, IBM
Mr. Anurag Gupta President - Strategic Initiatives and Integration, Mudra Communications
Ms. Ashu Gupta AVP - Distribution and Logistics, Wockhardt Ltd.
Mr. Rajendra Gupta International Healthcare & Retail Expert
Mr. Suresh Iyer Vice President Marketing, Blue Star
Mr. Ashish Jha Product Manager - Home Loans, ICICI Home Finance
Ms. Vanita Keswani Chief Operating Officer, Madison Media Sigma
Mr. Kewal Kotian VP Marketing, Aditya Birla Financial Services
Mr. Arun Om Lal Director, Sunrise India
Mr. Ram Manohar Head Logistics, ACC
Mr. Janak Mehta President, LKP Securities
Ms. Sujata Mody Director, BMR Advisors
Mr. Nandkishore Sr. Product & Investment Analyst, Standard Chartered
Mr. Jiten Rajput Head Exports, Bombay Dyeing
Mr. Ritesh Sampat Regional Manager, Bajaj Allianz
Mr. Abhijit Saxena Chief Executive Officer, Net Core
Mr. Jose Varkey Vice President Sales and Marketing, Reliance Retail
Mr. Vinod Warrier Vice President Sales and Marketing, Nilkamal