Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably. It is the backbone of business worldwide across industries and is regarded as the most important element in the growth of any company.

With the emergence of several multinationals and domestic companies joining the tide, opportunities for marketing professional galore. Most of the top executives of the organizations have come out of the Marketing field.

Our professional programmes in Marketing have been developed in consultation with experienced experts in the field and are designed to create competent professionals aligned to industry requirements. Therefore, the programmes include new trends and practices relevant to the needs of this fast growing profession and give you a strong foundation in the core areas of Sales and Research & Analytics. Additionally, we give you an option to specialise in any one of the following sub-professions: Retail, Digital Marketing or Integrated Marketing Communication & Branding.

Career Options in Marketing

Career options are numerous, starting from Sales, Advertising & Branding, Sales promotion, Direct marketing, Digital marketing as well as Research & Analytics.

With expanding business and organizations looking for newer avenues and channels to promote their products, there is an ever increased need for effective Marketing professionals with relevant knowledge and skills.

• Sales
• Retail
• Digital Marketing
• Research and Analytics
• Integrated Marketing Communication & Branding (IMC)

Career Options in Marketing

Career options are wide; starting from Sales, advertising & branding, Sales promotion, direct marketing, Digital marketing as well as research & analytics.

With expanding business and organizations looking for newer avenues and channels to promote their products, there is an ever increased need for effective Marketing professionals with the relevant knowledge and skills.

WLCI trains you for the following Careers in Marketing:

• Sales
• Retail Marketing
• Digital Marketing
• Research and Analytics
• Integrated Marketing Communication & Branding (IMC)

Full Time Programmes

Programmes for Working Professionals

• Proficient Level Certificate in Marketing
• Specialist Level Certification in Marketing – specialization in Sales or Digital Marketing or Retail

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 or Integrated Marketing Communication & Branding.

• Core Subjects
• Specialization level I
• Specialization level II

Advance level I

This programme is your first step towards entering the industry as a trainee. It provides you with a broad appreciation of the contemporary business environment. You will develop a thorough understanding of the organisation structure and basic functioning of a business enterprise. At this level you will be trained in the following courses:

Business Basics

In this course you will be introduced to the processes which are followed for making basic business decisions. You will also develop an understanding of the economics of business, the concepts of demand, supply and profit and how these affect organisations.

Marketing Fundamentals

In this course you will build a foundation in the basic processes involved in the marketing function. You will understand how a marketing plan is developed and learn methods of measuring marketing productivity and the importance of lifetime value of customers. You will also learn the processes of market segmentation, targeting and positioning. Service Marketing and Global Marketing will also form a part of the learning in this course.

Financial Accounting Fundamentals

During this course you will learn about accounting concepts and preparing books of accounts. You will also learn how to prepare financial statements and the impact of accounting methods on business.

Cutting Edge Level I

In this course, you will enhance your language and personality skills, as well as, develop abilities in time and resource management. You will also attend grooming sessions and be trained in interview skills. Apart from regular workshops, you will attend a Cutting Edge Camp, which will take you on an intensive journey of self discovery and goal setting to help you accomplish your objectives in life.

Advance level II

In this programme, you will be given an insight into the business functions of Sales, Human Resource, Costing, Budgeting and Research & Analytics. At this level you will receive training in the following courses:

Sales

You will understand Sales which is a primary activity in any business organisation. You will learn basic Sales processes and how to apply them in business situations. Sales processes include sales preparation, lead management as well as effective selling techniques.

Research & Analytics

In this course, you will learn how to capture data relevant for making business decisions and study how to implement suitable research techniques. You will be introduced to various research methodologies, statistical concepts and quantitative techniques. You will also be introduced to various qualitative methods such as interviewing techniques, sampling and tools like ethnography, online interviews, observation, etc.

HR & Talent Management

As a business professional you need to have an understanding of human capital as an important resource. In this course, you will learn the fundamentals of HR and the processes involved in planning and performance management. You will also learn about various types of organisational structure, the importance of training and development and the role of an HR Manager in an organisation.

Costing, MIS & Budgetary Control

During this course, you will learn the differences between financial and cost accounting, costing methods and techniques and their applications. You will be introduced to various cost concepts and classifications and preparation of cost sheets. The course will also include analysis, distribution, control and treatment of overheads.

Cutting Edge Level II

In this level, you will develop time management skills along with the ability to manage other resources. This course will focus on personal effectiveness, conflict management and negotiation skills. You will also learn the importance of Integrity as a key to success.

The programme is designed to provide you with a thorough understanding of processes and skills required to become an effective, result-oriented sales professional. You will develop competencies in managing various sales and marketing activities in any organization.

Sales In this module you will form an understanding of the sales environment and learn the various types of sales. You will also be trained in the Sales process and its implementation, negotiations and closing exercises. During the module you will also understand industry specific sales techniques and how to maximize the ROI per customer.

Research & Analytics During this module you will be trained in data analysis and the use of various analytical tools. You will also be trained to interpret the research data and generate reliable forecasts. You will learn to apply statistical techniques of data analysis which help in developing effective marketing plans and in making business decisions.

Optional - Any One

Integrated Marketing Communication & Branding (IMC) If you choose to specialize in this sub profession, you will be able to develop a product portfolio by applying the steps of product development and create a communication plan. You will learn to carry out activities of brand planning and evaluation alongwith understanding the role of Media and the different types of Media used in creating campaigns. The module will also train you in managing product launches, sales promotions and customer lifecycle management.

Digital Marketing Digital Marketing is a new and powerful medium of marketing. In this specialization you will focus on New and emerging Digital Media, Search engines, Search Engine Optimization, Display Advertising, Websites, Mobile Marketing & M-Commerce. You will also be given extensive training on Digital branding, which will include Online Marketing, usage patterns and Consumer Behavior.

Retail Those of you who choose to specialize in Retail Marketing will be trained in Retail planning and forecasting. You will learn concepts of Retail segmentation and understand Consumer behavior. During this module you will build abilities in creating retail plans, pricing, and be introduced to new trends and technologies in retail and e-retailing.

In a globalised economic environment, you need to understand how domestic and international markets operate. In this program you will be trained in techniques required for business application across different geographies in multi-cultural environments. During your programme you will develop advanced professional skills in your chosen sub professions.
Sales At this level you will focus on sales potential estimations, channel management, advanced aspects of high probability selling, feedback mechanisms, overall market analysis and Customer Relationship Management. You will also develop skills in managing sales teams along with the ability to effectively implement various sales promotion schemes.

Research & Analytics In this module you will be trained in data analysis and knowledge management, usage of advanced research tools such as SPSS/SAS, research interpretation and communication. You will also be trained in the usage of IT in research as well as in decision support systems.

Optional - Any One

IMC & Branding In this module you will learn to develop promotion campaigns and build abilities in managing Media. You will learn to define media objectives and comprehend concepts of reach and frequency alongwith media planning, scheduling and buying. You will also develop skills in Event Planning and Management, Public Relations, Sales Promotion and the use of Interactive Media.

Digital Marketing During this module you will focus on use of advanced digital media for marketing, including Digital newspapers and directories, DTH, IPTV, Mobile TV and Satellite & Community radio. You will progress to develop an in depth understanding of the usage of Digital technologies in business models with revenue streams. You will also learn Convergence processes and ICE (Information, Communication & Entertainment trends) and gain an understanding of legal issues in Digital Marketing.

Retail The key elements of this module will include Retail Marketing, Supply Chain Management & Logistics. You will learn the processes required for procurement, merchandising and CRM. You will also develop skills in analyzing and controlling costs. This module will focus on the importance of cost management in Retail marketing, micro financing and Retail economics.