STARTS ON December 30, 2021 Live Online & In-campus Immersion
DURATION 10 Months Live Online Sessions 3 Hours/ Sunday 3:30 PM to 6:30 PM
PROGRAMME FEE INR 1,85,000 + GST View Payment Plan Special Corporate Enrolment Pricing
STARTS ON December 30, 2021 Live Online & In-campus Immersion
DURATION 10 Months Live Online Sessions 3 Hours/ Sunday 3:30 PM to 6:30 PM
PROGRAMME FEE INR 1,85,000 + GST View Payment Plan Special Corporate Enrolment Pricing

Early Bird Registration Benefit

INR 18,000 + GST

We are offering an early bird registration benefit on the programme fee exclusively for participants who apply by November 11, 2021.
The final Early Bird fee will be INR 1,67,000 + GST.

Programme Overview

Over the last decade, the marketing landscape has evolved. With the digital shifts in this field driving strategic and transformational impact, upskilling is no longer an option but a necessity. To help you stay relevant today, IIM Lucknow has designed the Executive Programme in Strategic Marketing in the Digital Era. You will gain a comprehensive view of modern marketing in the digital age, including innovative marketing strategies, strategic global marketing, digital marketing, design thinking, and emerging technologies like AI and Blockchain with their impact to optimise ROI and drive business growth.

- Any Graduate (10+2+3)/ Diploma holder (10+2+3) with minimum 5 years of work experience as on Dec 30, 2021.
- Candidates should have scored minimum 50% of marks in Graduation.

  • 90%

    marketing leaders agree their function is under pressure to become more adaptive to deliver on long term strategy.

    (Gartner, 2020)
  • 83%

    marketers say their ability to meet customer needs depends on digital.

    (Salesforce, 2021)
  • 63%

    consumers say they will use more new digital media after the pandemic.

    (Deloitte, 2021)

Programme Highlights

10-months career-shifting programme

Learn from leading IIM Lucknow faculty and industry experts

Three-days campus immersion

Learn from real-world cases and a capstone project

Get the prestigious IIM Lucknow certificate of Completion

Be eligible for the Executive Alumni Status

Who is this Programme for?

The Strategic Marketing programme is relevant for professionals pursuing strategic growth by serving customers better, innovating, and using new technologies.

  • Mid to Senior Professionals working in Marketing, Sales or allied roles seeking advancement in their career by developing a strategic understanding of marketing in a digital world, with the customer at the centre.
  • Senior Executives and Business Heads seeking to develop and integrate innovative marketing practices into their business processes and corporate culture for business growth.
  • Professionals who want to leverage the marketing strategies and implement best practices to effectively drive their organisation's growth.

Learning Outcomes

  • Gain advanced knowledge of contemporary marketing techniques in theory and practice
  • Lead marketing innovation across multiple levels of the organisation
  • Develop advanced competencies in digital marketing strategies
  • Identify, understand, and leverage the ever-evolving digital marketing technologies, opportunities, and challenges
  • Become the next-gen marketing leader and effectively implement marketing strategies by recognising customer and organisational needs
  • Gain an understanding of emerging technologies to identify and leverage new opportunities
  • Devise growth strategies for sustainable competitive advantage
  • Develop cross-functional perspective crucial for driving business transformation

IIM Lucknow Executive Alumni Benefits

Upon completion of the programme, participants will need to register with a one-time registration fee of INR 10,000 + GST to receive the prestigious IIM Lucknow Executive Alumni Status (optional). The benefits include:

  • MDP Alumni status of the Indian Institute of Management Lucknow
  • Receipt of all IIM Lucknow programme brochures and newsletters along with details of souvenirs available with MDP Office
  • Lifelong access to a network of distinguished IIM Lucknow Executive Alumni
  • Access to the IIM Lucknow Campus Library (onsite access)
  • 10% discount in fee for any additional programme (Open programme, Online) at IIM Lucknow (Lucknow and Noida campus)
  • 10% group discount on the fee for reference of participants (minimum group of five)

Note: The Executive Alumni benefits are subject to the discretion of IIM Lucknow.

Programme Modules

  • Marketing Intelligence and Scanning Environment
  • Competing through the New Marketing Mix
  • Evolution of Marketing Mix in the Digital era
  • Understanding Consumer, Consumer Buying Behavior and Consumer Value in Digital Era, Consumer Behaviour in Strategy Formulation
  • Segmentation, Targeting & Positioning
  • Competing through Innovation and New Product Solutions
  • Business to Business Marketing
  • Product Management and New Product Decisions
  • Managing Services and Service Strategy
  • Strategic Brand Management
  • Brand Management in Web 2.0 and 3.0
  • Pricing Challenges, Pricing Strategies for Digital Customers
  • Pricing Models, Consumer Based Pricing, Value Based Pricing, Competition Based Pricing
  • Dynamic Pricing in Digital and Non-digital Environment
  • Introduction to Marketing Research Process & Problem Formulation
  • Research Design, Research Methodology and Sampling
  • Measurements and Scaling in Marketing Research
  • Designing Marketing Research Tools; Data Collection Approaches
  • Data Organisation and Analysis, Data Driven Marketing using Analytics
  • Advanced Marketing using Blockchain Technology
  • Automation and AI for Business Growth
  • Customer Analysis
  • Financial Acumen
  • Managing Human Resources
  • Communication and Negotiation
  • Marketing Communications: Objectives Decision
  • Media and Message Decision, Integrated Marketing Communications
  • Evolution of Content Marketing in a Digital World
  • Search Engine Optimisation
  • Search and Display Advertising
  • Social Media Marketing, Online Reputation Management, Social Media ROI
  • Leveraging Content and Social Media
  • Web Scraping, Text Mining
  • Online Marketing Research
  • Digital Marketing Metrics & Analytics, Web Analytics
  • Data Privacy and Data Security
  • E-mail Marketing, Mobile Marketing
  • Sales Strategy in Digital Era
  • Distribution Channel, Consumer-driven Distribution
  • Digital Marketing Channel
  • Channel Strategy: Optimisation & Budgeting
  • E-Commerce Models
  • Content Marketing, Multi-Channel and, Omni-Channel Marketing

- Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the total programme hours.
- The programme curriculum includes group projects and presentations to apply and demonstrate classroom learnings.

Programme Directors


Professor, Marketing,

Indian Institute of Management Lucknow

Dr Moutusy Maity has conducted training programmes across various organizations (Merck Pharmaceuticals, Indian Oil Limited, Indian Armed Forces). She has consulted with leading retailers on predictive analytics in India. She worked with The Nielsen Company, handling clients like PepsiCo, Frito Lay, and Eveready Batteries. Prior to this, she was an Assistant Professor at IIM Bangalore, and the University of Wisconsin, USA. She earned her doctoral degree in business administration (PhD) from the University of Georgia, USA. Her research has been published in international journals such as Journal of Retailing, Journal of Business Ethics, International Journal of Technology Management and Sustainable Development, Journal of Marketing Channels, among others.

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Associate Professor, Marketing,

Indian Institute of Management Lucknow

Dr Prem’s work relates to the role of emotions in long-term customer relations, conditional promotions, and pricing. He has taught Pricing Strategy, Promotions Strategy, Consumer Behavior and Marketing Management to MBA students and Consumer Behavior and Marketing Theory to Doctoral students for the last five years. He has also trained leaders in these areas. His research is published in such leading international journals like Journal of Retailing and Consumer Services, Journal of International Business Education, and more.

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Programme Certificate

Upon successful completion of the programme, with a minimum 75% attendance and satisfactory academic performance, participants will be awarded a certificate of completion and will be eligible to receive IIM Lucknow’s Executive Alumni Status (optional). Participants are expected to have 75% & above attendance. The cumulative overall percentage of marks should be 50% and above. Those participants who do not meet these criteria will receive a certificate of participation from IIM Lucknow. No certificate shall be awarded if the attendance is less than 40%.

Sample Certificate
Sample Certificate

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Lucknow.

Early applications encouraged. Limited seats are available.

View Payment Plan
Special Corporate Enrolment Pricing

Round 1: The first application deadline is
Nov 11, 2021 and the fee to apply is INR 2,500 + GST

Round 2: The second application deadline is
Dec 2, 2021 and the fee to apply is INR 3,000 + GST

In collaboration with Eruditus