Indian Institute Of Management Lucknow

Executive Management Programme in Sales & Marketing Leadership

Batch No. 8

Accentuate your leadership skills and excel in sales and marketing 

11 Months

Live Online + Campus Immersion + CXO Masterclasses

Indian Institute Of Management Lucknow

Simulations by

Wharton Interactive
Imarticus Game Studio

About The Executive Management Programme in Sales And Marketing Leadership

This program is tailored for high-potential executives, with proven managerial track records, aspiring to become business leaders. It helps one to develop leadership abilities and navigate organizations effectively. The program uses an experiential approach with case studies and simulations from Wharton Interactive, StratX, and Imarticus Game Studio. The course focuses on developing a high degree of sales and marketing acumen, strategic thinking, people leadership and execution skills.

NextGen Business Leadership Program

This IIM Lucknow sales and marketing leadership course enables you to gain vital skills and knowledge to tackle contemporary business issues. Get hands-on experience in overcoming modern-day challenges faced by business leaders with effective strategies.

Visionary Course Curriculum

Our carefully crafted curriculum empowers emerging leaders to become successful business leaders. We lay a strong foundation in key areas like sales, marketing, product, finance, and leadership to fuel your growth.

IIM Lucknow Executive Alumni Status

The program offers learners IIM Lucknow’s Executive Education Alumni status and access to numerous benefits such as the access to the alumni body, exclusive invitations to events, and membership in local alumni chapters.

On Campus Immersions @IIM Lucknow

IIM Lucknow Campus Immersion offers a golden opportunity to network with industry leaders and peers while learning from seasoned experts. Elevate your career prospects through our exceptional networking opportunities.

Masterclasses by CXOs

Participants can gain practical insights into the challenges that business leaders face in the industry directly from seasoned professionals. In addition, they can engage with peers and business leaders to develop industry-specific solutions and effective strategies for solving these challenges.

Engaging Learning Experience

Utilise the expertise you have acquired in a secure setting by participating in simulations offered by Wharton Interactive, StratX, and Imarticus Game Studio. Tackle genuine issues and develop confidence in your capabilities as Business Leaders.

Master New-age

Marketing and Sales Leadership Skills

Strategic Planning

Sales & Marketing

Financial Management

Operations Management

Talent Management

Risk Management

What Makes IIM Lucknow Exceptional?

What Makes IIM Lucknow Exceptional?
What Makes IIM Lucknow Exceptional?
What Makes IIM Lucknow Exceptional?

About the IIM and Imarticus Learning Collaboration

Indian Institute of Management Lucknow
Indian Institute of Management Lucknow

The Indian Institute of Management Lucknow, established in 1984, is the fourth member of India's prestigious IIM family of management schools. The idea to develop IIMs was initially proposed by Pandit Jawaharlal Nehru, India's first Prime Minister. IIML has impacted countless lives through its faculty, alumni, and support staff.

At IIM Lucknow, the focus is on developing value-driven leaders, managers, and global players. The institute achieves this goal by leveraging its globally recognised and affiliated faculty members, who are instrumental in shaping the leaders of tomorrow.


Gain exposure to the foundations of Sales & Marketing management and how it’ll enable one to transition to a CBO.


Transitioning to a CBO: Buck stops here
Leading the Org and People to a bigger vision beyond current thinking, capabilities and resources
Operational Paradigm: Sangam of Finance, Sales, Marketing, Brand and Product functions
Market Paradigm: Building the future markets where current competition is irrelevant
Dynamics of Economic and Business Landscape
Marketing Strategy and Marketing Plan;
Discovering new markets and market sizing
Market Segmentation, Persona, and Value proposition

Customer Journey Map and Experience
Customer Acquisition and Lead Generation
Customer Insights
ROI: Life Time Value, CAC, Conversion Ratios, CRM

Explore essentials of marketing research, analytics, strategic brand management, digital transformation, and social media strategies.


Quantitative Research: Experiment & ANOVA
Predictive Analytics & Experimental Analytics
Time series analytics for Demand forecasting
Qualitative Research Methods
CART: Classification and regression tree (CART) in marketing
Customer lifetime value analysis
Market basket analysis
Logistic Regression Techniques
Cluster Analysis
Factor Analysis
Digital, Social Media and Text Analytics
Conjoint techniques (with use case and python)
Positioning Maps, Discriminant Analysis

Meaning, Aesthetics, Metaphors, ZMET technique
Forging deep consumer engagement
Crafting brands in uncertain environments,
Real Options thinking while branding,
Brand Strategy & Brand Valuation

Online reputation management
Search Engine Optimization ( SEO)
Google and Web Analytics

Marketing Communication Message
Media Mix, messaging and communication
Packaging, bundling, promotions
Communication in Digital Era

Understand fundamentals of Go-to-market, establishing distribution, salesforce management, B2B sales and managing business metrics.


Go to Market Strategy
Distribution Management
Strategic Channel Choices, Types and Classification, Structure of Marketing Channels
Channel Coordination, Channel Conflict, The Dynamic Nature of Channel
Channel Intensity, Costs and Margins
Managing and Calibrating channel ROI

Negotiation and Persuasion Strategies
Sales forecasting, marketing budgeting and ROI
Selling Skills for Retail customers
Relationship Selling Skills for B2B Customers

Sales Force Management
Goal Setting, Performance Appraisal, Counselling
Designing Incentives and Rewards for Sales Team
Recruiting and Managing Performing Sales Teams
Understanding Teams

Individual Buying behavior & Organisational buying behavior Segmentation
B2B Marketing in Online Context
1-1 Marketing
Managing Key Opinion Leaders
Pipeline Management
Strategies for Key Account Management (KAM)
Delivering Value in B2B Context: Developing an optimal sales proposition

Sales forecasting, marketing budgeting and ROI
Digital Marketing Channels and Metrics
Product Performance Metrics
Calculating C-SAT scores, Measuring NPS, Profitability, NPV, IRR, XIRR

Understand fundamentals of design thinking, product management for E-Commerce, Cloud & SaaS based platforms including metrics, competitive strategy and pricing models.


Design and Thinking Framework
Product Management for Ecommerce, Cloud and SAAS Based Platforms
Metrics for product management
Competitive Strategy
Developing Strong Brands
Pricing models

Learn to interpret financial statements, understand cash flows, understand concepts of customer value, pricing strategies, direct costs, indirect costs, variable costs, NPV, IRR and leading a P&L.


Interpreting Financial Statements
Pricing Strategies & Decisions, Consumer, Value, Competition, Dynamic Adaptive Pricing
Understanding Cash Flows
Understanding and Managing Outstanding Cycle
Understanding Costs - Direct, Indirect, Variable
Costing for Marketing
Leading a P&L

Understand essentials of sectoral marketing, marketing to Gen Z, Chat Bots, AI/ML, AR/VR and Metaverse. Understand the core essence of transformational leadership and C-Suite’s bird’s eye view.


BFSI Marketing
Rural Marketing in Indian Context
Marketing in BOP, BOP Innovation
Business to Business and Industrial Marketing
Retail Marketing : Modern Retail Strategies
Services Marketing: Services Marketing Mix
After Sales Services
Unique Characteristics
Customer Participation in Services
Professional Services
Managing Service Quality and Customer Experience

AI and ML for Marketing Managers
Chat bots - A bane or boon?
Exploring AR, VR and Metaverse for Sales & Marketing Managers

Change Management
Understanding Self and Personailty Profiling
Scaling up Business Strategy and Implementation

Have questions? Contact us

Program Directors

Prof. Prem Dewani

Prem Dewani, with a B.Tech and Masters in Technology, served as a Professor at CDFST, Udaipur, from 2000 to 2006. After international studies and a corporate stint with GCMMF (AMUL), he earned a Fellowship in Marketing at IIM Ahmedabad in 2013 and currently excels in academia at IIM Lucknow, showcasing expertise in technology and corporate realms. ...See More

Develop Practical Skills With Case-based Learning

Drishti Eye Centre

Managing a Sales Force

Teracom Limited

Appointing a Consumer Distributor

Bombay Shaving Company

Digital Customer Conversion

Wingreens Farms

Sustainable Growth

Will I Get Certified?

Upon successfully completing this program, you’ll earn a Certificate of Successful Completion in the Executive Program in Sales and Marketing Leadership by the Indian Institute of Management (IIM), Lucknow. This will add considerable value to your professional credentials.

Sales & Marketing Leadership Certification Course
Program For High Potential Managers

Who Is This Program For

This program is designed for emerging leaders across different sectors and countries who want to enhance their sales and marketing leadership skills.

It is ideal for high potential managers across sales, marketing, and product functions of an organization to upskill and achieve vertical transition to business leadership and P&L leadership roles.

The programme can also enable horizontal transition across Sales, Marketing and Product roles

Admission Process

Admission Process
Admission Process

Program Fee

₹3,25,000 + GST
Enquire Now
Registration Fees*
₹43,000 + GST
Instalment 1
₹95,000 + GST
Instalment 2
₹95,000 + GST
Instalment 3
₹92,000 + GST

*Registration fee includes non refundable application fee of ₹ 3000 + GST

Pay Now


About The Program

IIM Lucknow is among the top business schools in India and also world renowned. IIM Lucknow has dual accreditation from AMBA (UK) and AACSB (USA) was ranked 6th in NIRF Ranking 2022 and ranked 31 in QS Asia Rankings 2022. You will earn the coveted Executive alumni status of IIM Lucknow after successfully completing this program.

An Executive Management Programme in Sales & Marketing Leadership offering is the flagship program offered by IIM Lucknow for sales & marketing executives. This sales and marketing leadership course is unique in terms of offering skill oriented curriculum for high potential sales and marketing leaders to transition into Business Leadership roles. This is the only program that has world class simulations and CXO Masterclasses to ensure the program learnings stick as decision making skills that can be demonstrated by the participants at their workplace.

As IIM Lucknow Executive Alumni, participants can avail of the following benefits

  • Access to a network of distinguished IIM Lucknow executive alumni
  • Access to the IIM Lucknow alumni events
  • Access to IIM Lucknow local alumni chapters
  • Access to the program brochures and newsletters from IIM Lucknow

IIM Lucknow seeks participants with high intellectual rigor and intent to learn to complete the program. Candidates will only qualify for successful completion upon fulfilling the attendance and course evaluation criteria.

This is one of the most comprehensive programmes delivered by IIM Lucknow with overall 200hrs of teaching learning experience spread over 11 months. Over 130hrs is delivered thorough live online interaction, 30hrs through campus classrooms, 39hrs through Simulations and Masterclasses

A special discount of up to 10% on the program fee may be offered for bulk nominations of 5 participants or more from a single corporation. However, the discount's extent will be determined on a case-to-case basis. each with a 15 min break in between. The schedule is defined at the discretion of IIM Lucknow.

The learning experience is curated for delivering skills for C Suite leaders. The programme includes a blend of live interactive teaching over an online platform, classroom teaching at the IIM Lucknow Campus and gamified simulations. Learners get exposure to a mix of case pedagogy, presentations, projects, peer interaction and class discussions.

A total 5 days in person campus immersion will be held at the end of the program.


The participants should have at least 5 years of work experience after graduation/post graduation.

Admission to this program involves a rigorous review of your resume and your statement of purpose by the IIM Lucknow admissions team.

Only participants with demonstrated fast-track career progression and high learning intent required for senior leadership roles will be admitted into this program.

Selection is by invitation only and on a rolling basis. We generally overbook our batches. In case of an overbooked batch size, applicants in earlier selection rounds who have received their provision offer letters and paid registration fees to block their seats will be preferred over applicants from later selection rounds.


In addition to live-online classes, the program fee includes simulation access, masterclasses, executive alumni membership fee and the cost of boarding & meals during campus immersion.

Please get in touch with our counselors for more information.