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Become a
future-ready

CMO

As you Earn the IIM Indore
Executive Alumni Status

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IIM Indore - PG Certification in Branding & Advertising

12 Months. Starting February 14, 2025

Live virtual classes every Sunday

Campus immersions at
IIM
Indore

Eligibility: Graduate
with 2+ yrs of work-ex

Fees: ~₹280k
(EMI ~₹13k p.m.)

Your Path to CMO Readiness

Strategic Insights

Create impactful strategies that drive
real results

Brand Storytelling

Develop powerful communications
that elevate and engage

Advertising Excellence

Design standout campaigns that
connect with your market

Media Planning

Execute campaigns that reach and
resonate with your audience

Performance Tracking

Use advanced tools to measure and
enhance your strategy

Programme Modules

M1 - Introduction to Marketing

Marketing Fundamentals: Defining marketing, its role in business, and the marketing mix (4Ps).
Marketing Environment: Analyzing the external factors influencing marketing decisions (e.g., economic, technological, socio-cultural).
Customer Value and Orientation: Understanding customer needs, wants, and desires, and creating value for them.
Consumer Psychographics: Analyzing consumer behavior, motivations, and preferences to understand buying decisions.

M2 - Consumer Insights & Perspective

Attitudes and Consumer Behavior: Examining how attitudes, beliefs, and values influence consumer choices.
Ethics and Sustainability: Understanding the role of ethical and sustainable considerations in consumer behavior.
Cultural Influences: Analyzing the impact of cultural factors on consumer preferences and behavior.
Consumer Behavior Research: Conducting research to understand consumer behavior and preferences.

M3 - Brand identity & placement

Positioning Fundamentals: Defining brand positioning and its importance in the marketplace.
Brand Benefits: Identifying and communicating the unique benefits offered by a brand.
Brand Identity and Personality: Creating a distinct brand identity and personality that resonates with target customers.
Brand Repositioning: Understanding the process of repositioning a brand to adapt to changing market conditions.

M4 - DEVELOPING TARGET QUOTIENT

Targeting Quotient: Defining the concept of targeting quotient and its role in business growth.
Identifying Target Markets: Identifying the ideal target market based on demographics, psychographics, and behavior.
Adapting Marketing Decisions: Tailoring marketing strategies and messages to specific target markets.
Customer Profiling: Creating detailed customer profiles to understand target audience needs and preferences.

M5 - Business & Brand Synergy

Setting Business Goals: Establishing clear and measurable business objectives.
Aligning Goals and Strategies: Ensuring that marketing strategies and objectives align with overall business goals.
Revenue and ROI: Understanding the role of marketing in driving revenue and return on investment.
Customer-Centric Thinking: Adopting a customer-centric approach to marketing and business strategy.

M6 - CREATING COMPELLING BRIEFS

Creative Brief Role: Understanding the purpose and importance of creative briefs in the marketing process.
Constructing Creative Briefs: Developing effective creative briefs that guide the creative development process.
Challenges and Benefits: Identifying the challenges and benefits of creating strategic creative briefs.
Creative Solutions: Generating creative ideas and solutions that address marketing objectives and resonate with target audiences.

M7 - Media Planning Optimization

Media Planning Strategy: Developing effective media planning strategies to reach target audiences.
Linking Media to Marketing: Integrating media planning with overall marketing and business objectives.
Media Concepts and Metrics: Understanding key media concepts, metrics, and deliverables.
Digital Media Planning: Planning media strategies for digital channels, including social media, search, and display advertising.

M8 - STRATEGIZE OR FAIL

Customer-Driven Marketing Strategy: Developing marketing strategies that are centered around customer needs and preferences.
Buyers' Persona: Creating detailed buyer personas to better understand target customers.
Brand Strategy: Developing a strong brand strategy that aligns with business goals and resonates with target audiences.
Promotion Strategies: Implementing effective promotion strategies to reach target audiences and drive sales.

M9 - BRAND ANALYTICS

Brand Analytics Introduction: Understanding the importance of brand analytics in measuring brand performance.
Measuring Brand Equity: Using scientific methods to assess brand equity and its components.
Brand Asset Value: Understanding the concept of brand asset value and its elements.
KPIs and Trackers: Setting up key performance indicators (KPIs) and trackers to monitor brand performance.

M10 - Campaign Performance

Measuring Campaign Elements: Assessing the effectiveness of various elements within an advertising campaign.
Measuring Brand Performance: Evaluating the impact of campaigns on brand awareness, image, and sales.
Campaign Effectiveness Metrics: Using appropriate metrics to measure campaign effectiveness.
Campaign Assessment Outcomes: Analyzing campaign results and drawing strategic conclusions.

M11 - INTRODUCTION TO MARTECH

Martech Stack: Understanding the concept of a martech stack and its components.
Marketing Automation: Utilizing marketing automation tools to streamline marketing processes.
SEO and SEM: Implementing search engine optimization (SEO) and search engine marketing (SEM) strategies.
E-commerce and Consumer Insights: Leveraging e-commerce data and consumer insights to inform marketing decisions.

M12 - MANAGING SOCIAL MEDIA

Social Media Fundamentals: Understanding the key elements, formats, and audiences of social media platforms.
Social Media Strategy: Developing a comprehensive social media strategy aligned with business objectives.
Content Creation and Curation: Creating and curating high-quality content for social media platforms.
Community Building and Engagement: Building and nurturing online communities through social media.

M13 - Content Marketing + Storytelling

Content Creation and Curation: Creating and curating valuable and engaging content.
Multimedia Integration: Using multimedia elements (images, videos, infographics) to enhance content.
Community Building: Building and fostering online communities around your brand.
Engagement Strategies: Implementing strategies to increase follower engagement and interaction.

M14 - PERFORMANCE MARKETING

Digital Footprint: Creating a strong digital footprint for your brand.
Performance Marketing Channels: Utilizing various performance marketing channels, including affiliate marketing, programmatic advertising, and content marketing.
Goal Setting and Tracking: Defining clear goals and tracking KPIs to measure performance.
Lead Nurturing and CRM: Implementing effective lead nurturing and customer relationship management (CRM) strategies.

M15 - CAPSTONE PROJECT

Project Synthesis: Applying key learnings from the program to a comprehensive capstone project.
Group Collaboration: Working in groups to complete the capstone project.
Mentor Guidance: Receiving guidance and feedback from a mentor throughout the project.
Project Presentation and Evaluation: Presenting the project and receiving feedback from the mentor.

M1 - The Emerging CFO Role

M2 - Capital Budgeting, Technology & Information

M3 - Importance of Business Environment

M4 - Valuing Businesses

M5 - Strategic Thinking & Financial Leadership

M6 - Business Models & Impacts

M7 - Mergers & Acquisitions

M8 - Treasury Management

M9 - Risk Management

M10 - Strategic Thinking & Financial Leadership 2

M11 - Fintech & Tech Driven Financial Services

M12 - Leadership & Talent Management

M13 - CFO & Corporate Governance

M14 - CFO Communications

M15 - Ethics & Responsibility

Note: Modules are subject to change based on IIM Indore's discretion,
students will be informed of the final curriculum during orientation. Live
Video recordings may be selectively available as per IIM Indore's
discretion. The LMS access does not imply access to all recordings for all
live classes.

Note: Modules are subject to change based on IIM Indore's discretion.

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