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Programme Overview

The Executive Programme in Sales & Marketing is a comprehensive course that integrates contemporary knowledge, skills, tools and techniques in Sales and Marketing functions. Taught by expert and eminent faculty of IIM Lucknow, the nine-month programme is designed to empower participants with a thorough understanding of theoretical principles as well their application to practical aspects of a business. The Direct-to-Device programme (Live lectures accessed by participants on their smartphone/tablet/laptop/desktop) comprises of a 3-day, on-campus module at the beginning of the programme. All participants will have access to IIM Lucknow’s Learning Management System with the flexibility to reach out to the faculty for queries and clarifications at any time throughout the duration of the course.


Learning Outcomes

The instruction methodology will consist of lectures cum discussions, case studies and exercises. After attending the programme, participants will be able to:
Understand Theories & Working Principles of Sales & Marketing
Create Strategic and Tactical Frameworks of Sales & Marketing
Evaluate Contribution Margin of each entity in Sales & Marketing
Analyse Efficacy of Sales & Marketing Strategy
Apply Tools & Techniques of Digital Marketing & Analytics

Programme Delivery & Duration
  • Live online lectures accessed by smartphone/tablet/laptop/desktop
  • Mandatory on-campus module of 3 days at IIM Lucknow at the beginning of the course
  • The programme will be conducted over the course of 9 months
  • Classes conducted once a week on Sundays: 9:00 a.m. to 12:00 p.m.
Program Objectives
  • To expose candidates to basic concepts and framework of strategy
  • To learn strategy formulation at different levels of Organization
  • Link strategy formulation and strategy implementation
Programme Highlights:
  • Course duration of 9 months with 132 hours of instruction including campus sessions
  • Convenient schedule for working professionals
  • Certificate from IIM Lucknow upon course completion
  • IIM Lucknow MDP Alumni

Programme Content:

  • Marketing Management
  • Consumer Behaviour
  • Marketing Research Analytics
  • Sales and Distribution Management
  • Product and Brand Management
  • Strategic Aspects of Marketing
  • Organisational and People Issues in Marketing
  • Digital and Social Media as Marketing Tool
  • Services Marketing

Programme Fee Structure

Processing Fee INR 10,000/-** + taxes
Programme Fee INR 1,88,000*** /- + taxes
IIM-L MDP Alumni Fee INR 10,000/-+ taxes
Total Fee (excluding application fee) INR 1,98,000*** /- + taxes

*GST as per prevailing rate is applicable & will be collected additionally from the candidate/participant. Current GST rate is 18%.
**At the time of application, Processing Fee of INR 10000 will be charged. Processing fee contains INR 2,500 towards application fee & INR 7,500 towards the 1st instalment of Programme Fees.  Processing Fee of INR 10,000 is refundable in case the participant’s profile is rejected by IIM Lucknow
*** Course Material, Boarding & Lodging during the campus stay is inclusive in Total Fee

Payment Schedule

Instalment I
Instalment II
Instalment III
Instalment IV
One week from the offer roll out date
10th October 2020
10th December,2020
10th February,2021
INR 42,000 **
INR 49,500
INR 49,500
INR 49,500

*Excludes GST at 18%
** Effective 1st Instalment after deducting INR 7500 received at time of application (INR 49500 – INR 7500 = INR 42000)


Important Dates

Application Closure Date 17th May,2020
Last Date of 1st Installment 9th Aug 2020
Class Start Date 21st Aug 2020
Campus Module Date 21st to 23rd Aug 2020 *

* The programme will start with campus immersion if government allows travelling nationwide, otherwise the programme shall begin with online classes. The final decision regarding campus immersion shall be taken with atleast 1 month prior to the scheduled date.

Course Duration

9 months

Processing Fee

Rs. 10,000 + Taxes

Programme Fee

Rs. 1,98,000 + Tax

Faculty Profile

Prof. Devashish

Prof. Devashish Das Gupta  Associate Professor Marketing

Prof Devashish Das Gupta joined IIM Lucknow in 2004 in the Marketing Area. Before joining IIML he was with Nirma Institute of Management (Now Nirma University) Ahmedabad for five years. His PhD thesis has been published by VDM Verlag Dr. Muller Aktiengesellschaft & Co. KG Saarbrucken, Germany. Prior to completing his PhD, he worked with Grasim Industries Ltd, Textiles Division, Gwalior as Area Sales Manager for two years, wherein, he executed assignments in retail network development, and brand management. Beside teaching and Research he has served IIM Lucknow as Chairman Alumni Affairs, and Chairman International Linkages and Financial Aid. Besides this he was also the member of five-person core committee which established the academic programmes in Noida Campus of IIM Lucknow. He has attended Faculty Development Programmes at Harvard Business School,                                                                    Boston, NIESBUD, N. Delhi, and IIT Rookee. He has also undergone the self-development programme of Landmark Forum, USA.


Prof. Rajesh Aithal

Prof. Rajesh Aithal  Professor Marketing

Professor Rajesh Aithal is associated with IIM Lucknow’s Marketing area from 2006 onwards, and currently is an professor. He is a fellow from Institute of Rural Management Anand (IRMA). He teaches courses like Sales & Distribution and BOP & Rural Markets. His research interests lies in anything which has to do with rural like rural distribution, rural tourism, small and micro-retailers. Some of his research work has been published in journals like International Journal of Retail & Distribution and Asian Case Research journal in the recent past.


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