PG Program in Management
Specialisation in Sales & Digital Marketing

FUNDAMENTALS OF MARKETING
Introduction to Marketing, STP, Marketing Mix or 4P’s, Elements of a Brand

EVOLUTION OF SALES AND MARKETING
Fundamentals of Sales, Sales Management, Digitalization Impact on Sales and Marketing

CONSUMER BEHAVIOUR
Introduction to the Study of Consumer Behavior & Models, Consumer Decision Making Process, Psychological Influences on Consumer Decision

RESEARCH DESIGN AND SECONDARY  RESEARCH
Research Design, Secondary Research

PRIMARY RESEARCH
Qualitative Research: Classic and Contemporary methods, Survey Design, Measurement, Sampling and Experimentation

SKILL FOR EFFECTIVE  LEADERSHIP
Introduction to Leadership, Non verbal communication and body language, Emotional Intelligence, Verbal Communications and Speeches, Managerial Writing

BUILD A PERSONAL BRAND
Personal Brand Vision & Defining of target audience, Building of assets for personal branding, Monitoring your brand

TELEVISION,  RADIO  AND PRINT MARKETING CHANNELS
Television and Radio Advertising, Print Publication Advertising

EVENT AND OUTDOOR  MARKETING CHANNELS
Event Marketing and Outdoor Advertising

SOCIAL MEDIA MARKETING
Establishing a brand’s social identity, Formulating Social Media Strategy, Measuring and Optimising Social Media Performance, Social Media Ad Platforms Walkthrough, Management and Listening Tools Walkthrough

SEARCH ENGINE OPTIMIZATION
Creating SEO Strategy, Performing SEO audit, Executing SEO Strategy Analysing, SEO Gaps and Optimise

ACCOUNTING STATEMENTS AND RATIO ANALYSIS (BASICS OF FINANCE  AND ACCOUNTING)
Importance of accounting, Accounting Basics, Accounting equation and recording accounting transactions, Financial regulations, Balance Sheet, P&L Statement, Cash Flow Statement, Ratio Analysis

CAPITAL BUDGETING AND COST OF CAPITAL
Present and Future Values of annuities, Capital Budgeting Risk Analysis (sensitivity/scenario)

WORKING CAPITAL (PRODUCT  PERFORMANCE)
Working Capital Inventory Management, Receivable Management

EDA AND SAMPLING
Data visualisation, Univariate analysis, Distributions, Sampling and Estimation

HYPOTHESIS AND MODELS
Hypothesis Testing, Covariance, Correlation and Regression Forecasting

INDIVIDUAL, GROUP AND ORGANISATIONAL BEHAVIOUR
Understanding an organisation, Organisational Design in the Digital Age, Organisational Culture and Change, Conflict and Stress Management, Planning & Decision Making, Motivation Perception and Influence at Work

HUMAN RESOURCE MANAGEMENT
Talent Management: Manpower planning, Recruitment and selection, Job design and job description, Performance Management: Systems and Processes, HRM as a business driver

BUSINESS LAW AND ETHICS
Contract act and company law, Important tender clauses (such as pricing, indemnification), Business Ethics and Corporate social responsibility

OPPORTUNITY ANALYSIS & DEVELOPING A COMPETITIVE POSITION
Market sizing, Tools for Industry Analysis – is- Porter’s 5 forces, PESTEL Analysis, Tools for Internal Analysis – BCG Matrix, Business Model CanvasDeveloping a competitive position

FORMULATING AND IMPLEMENTING A GROWTH STRATEGY
Determining growth strategies using Ansoff Matrix Choosing between one of the four growth strategies Implementing a growth strategy

SEARCH ENGINE MARKETING
SEM Fundamentals and Ad Rank, Campaign Structure and Search Ad Creation, Evaluating and Optimising search campaign

DISPLAY MARKETING
Talent Management: Manpower planning, Recruitment and selection, Job design and job description, Performance Management: Systems and Processes, HRM as a business driver

EMAIL MARKETING
Understanding Email Marketing, Drafting an Email Strategy, Building and Managing an Email List, Email Automation, Email Marketing Analysis and Optimization

CONTENT  MARKETING
Building a Content Strategy, Methodology of Content Marketing, Distributing content and analysing performance

EMERGING DIGITAL  TRENDS
Mobile Marketing, Video Marketing

CHANNEL DESIGN
Channel Objectives, Efect  of Product Characteristics on Channel Design, Evaluation of Alternatives, Distribution Channels Segmentation, Designed Channel Implementation

CHANNEL STRUCTURE AND FUNCTIONS
Objective of Channel Intermediaries, Functions and roles within a Channel

WHOLESALING AND RETAILING
Introduction to Wholesaling and Retailing, Strategic Issues in Retailing, Strategic Issues in Wholesaling

EVALUATING CHANNELS: COST AND PROFITABILITY
Understanding Cost Analysis, Full Costing vs Segmental Costing: Cost classifications and contribution approach, Activity based costing, Strategic Profit Model

FRANCHISING AND LEGAL ISSUES IN MARKETING CHANNELS
Franchising, Channel Policies and Issues

SUPPLY CHAIN MANAGEMENT
Importance of digital supply chain, logistics and manufacturing, Inventory and supply management