• #6 Top Management
  • 10 Months Executive
  • 150 Hours of Transformative Learning
  • 5 Days IIM Lucknow
    Campus Visit
  • alumni-imageIIM Lucknow
    Executive Alumni Status#

Optimise the Sales and marketing strategy
to fuel the growth

  • 58.6% of companies uses channel partners for going to market.1
  • 42% of salespeople consider prospecting the most challenging part of the sales process.2

The IIM Lucknow Advantage

  • AMBA & AACSB Accreditation Counted among institutes that meet the highest quality standards for business programmes globally
  • Top-10 NIRF B-School Consistently ranked among the top 10 Indian management institutions since 2016
  • Top 100 at the FT Masters in Management CoRranked in the 'Top 100' of FT Masters in Management Global Rankings for its programmes, PGP (2021 & 2022) and Global MBA (2023)
  • Top-5 IIRF B-School Consistently ranked in the Top 5 at the IIRF Ranking for 2021, 2022 & 2023

Applications Open


Transform Your Sales and Marketing Strategy

The Siloed Past

  • Marketing: Focused on brand awareness, lead generation,
    and creating top-of-funnel content.
  • Sales: Focused on closing deals and
    converting leads.

The Collaborative Present

  • Marketing and sales share the goal of driving revenue and customer acquisition. Marketing creates content for all funnel stages, while both teams use data to guide strategies. Qualified leads are smoothly transitioned marketing to sales, ensuring a positive experience. Technology like CRM systems unifies the customer journey.

Achieve Business Excellence with this High-Impact
Sales and Marketing Programme

Trusted by the industry over two decades


IIM Lucknow Advantage Get certified by IIM Lucknow, accredited by AMBA & AACSB, and a Top-10 NIRF B-School


Experiential Learning Leverage distinctive pedagogy of lectures, real-life case studies, quizzes, projects, simulations and assignments.


Accomplished Faculty Learn from IIM Lucknow Faculty and industry leaders in future powered management framework and best practices

IIM Lucknow Sales and Marketing
Course Overview

IIM Lucknow's Executive Programme in Sales and Marketing empowers professionals to excel in today's dynamic business landscape. This intensive 10-month program equips participants with the necessary skills through interactive sessions, practical learning experiences, and capstone projects. It addresses the critical needs of sales and marketing professionals, focusing on strategies to retain customers profitably, acquire new ones, expand markets, and leverage technology and digital media for growth.

As one of the leading online sales and marketing courses, the program delves into the roles and responsibilities of sales and marketing managers, equipping participants to design and develop effective channels within the current business realm. This sales and marketing course provides flexibility for professionals. Upon completion, participants receive a certification from IIM Lucknow, making it an ideal course for sales and marketing professionals seeking to advance their careers.

Sales and Marketing Course Curriculum

  • Foundations
  • Market segmentation & Positioning
  • Buyer Behavior
  • Product & Service strategy
  • Role of IMC in a digital world

  • Motivation
  • Learning
  • Attitude
  • Information processing
  • Personality Traits
  • Consumers: Segmentation and targeting
  • Customer behavior and social networks
  • Reaching customers through digital marketing

  • Marketing Research Process
  • Problem Formulation
  • Research Design & Methodology

  • Marketing in a Digitally connected world
  • Competition: Differentiation and positioning
  • Marketing communication and advertising
  • Pricing, new products, and technology
  • Trends in social and digital Marketing
  • Paid/Earned/Owned media and Inbound/Outbound

  • Fundamentals of Branding
  • Branding Architecture
  • Choosing a marketing communications mix
  • Structuring an IMC campaign
  • Brand Equity

This module has been designed on workshop format for active participation covering:

  • Importance of storytelling
  • Integration of the storytelling with the customer's journey
  • Covers Seven basic plots and story element
  • Learn to craft stories to
    1. Influence and persuade
    2. Sharing corporate values
    3. Simplifying data
    4. Building Rapport
    5. Overcoming sales objection

  • Basics of digital marketing tools
  • Search Engine Optimization (SEO) tools; keyword research and keyword planning tools; On-page SEO techniques: indexing, key word placement and content optimization
  • Search Engine Marketing (SEM):
    1. Pay per click advertising tools: Google AdWords
    2. Bidding strategies
    3. Designing and monitoring search, display & video campaigns
    4. Email marketing: Designing email marketing campaigns using Mail Chimp, building email list and signup forms, email marketing strategy and monitoring
  • Paid Search Marketing
  • Digital marketing tools: Google Adwords;
  • Social media marketing tools: HuitSuite; Facebook, Instagram, Twitter Ads
  • Web analytics tools (Google Analytics, Matomo)
  • Social media ROI, e-mail marketing, and Web analytics
  • CRM systems

  • Why Analytics?
  • Introduction to marketing analytics
  • Data collection in digital marketing
  • Descriptive and Inferential Analytics
  • Predictive and Prescriptive Analytics
  • Implementation of predictive analytics
  • Optimizing ROI for marketing campaigns
  • Data visualization for insights
  • Analytics for decision-making

  • Channel Realties in the Indian Market
  • Channel Design & Other Issues
  • Role of Technology in Distribution Channels
  • Consumer Behaviour & Sales
  • Sales Management concepts & Personal Selling Basics

  • B2B buying process
  • Salesforce enablement and development
  • Key account management
  • B2B marketing in the digital age

  • Channel design conflicts and issues
  • Evaluating, motivating, and controlling channel members
  • Distribution strategies
  • Differences in the urban and rural distribution
  • Optimising distribution channels

  • Fundamentals of retail
  • Retails formats
  • Merchandising
  • Location & layout
  • Omnichannel strategies

  • Coexistance and impact of marketing and sales activities on each other
  • ROI of Marketing initiatives and impact on sales
  • Marketing Mix Modelling
  • Cross Channel Attribution
  • Multi-Touch Attribution
  • A/B Testing and Optimization
  • Planning and Updating sales and marking strategy
  • Continuous review cycle and update of strategies
  • Marketing automation and its effects

  • Understanding and managing Self and Others.
  • Managing Diverse Teams.
  • Building Next Line of Leadership through coaching and mentoring
  • Building an organizational culture for performance

  • Design Thinking: Theory, Process and Tools
  • Group Practice of Design thinking tools with multiple product/service problems
  • Group Practice of Design thinking tools on different retail distribution challenges
  • Presentation and Discussion of innovative solutions

  • Leadership Workshop for Sales and Marketing Professionals
  • Design Thinking
  • Persuasive Storytelling for Business Leaders
  • Time Management Workshop

Apply Now

Download Brochure

How will I learn?

  • Experience a high-impact format perfected to transform sales and marketing professionals
  • 10-month Executive-Friendly Programme with weekend-only classes
  • 150 Hours LIVE Interactive Sessions led by IIM Lucknow Faculty
  • Judicious blend of lectures, real-life case studies, quizzes, capstone projects and workshops
  • 5 days On-Campus Learning (3 days at the beginning and 2 days at the end) at IIM Lucknow
  • Classes will be held during weekends

The programme will be delivered on TalentSprint’s digital platform ipearl.ai

Who are the programme mentors?

  • Programme Director
    Prof. Devashish Dasgupta

    Research Expertise: Marketing, Consumer Behaviour Influencers, Tourism and Destination Selection

    Dr. Devashish Das Gupta, a marketing professor at IIM Lucknow since 2004, has over 30 years of combined industry and academic experience.

    Prior to his academic career, Prof. Das Gupta honed his skills in product management and retail strategy at Grasim Industries Limited's Textiles Division.

    Know More
  • Programme Director
    Prof. Rajesh K Aithal

    Research Expertise: BOP & Rural Markets, Small Retailrs, Wholesale

    Prof. Rajesh K Aithal has been affiliated with the Marketing area at IIM Lucknow since 2006 and currently holds the position of professor. He is also a fellow from the Institute of Rural Management Anand (IRMA).

    His teaching expertise lies in courses like Sales & Distribution and BOP (Base of the Pyramid) & Rural Markets.

    Know More

What should I expect from this programme?

  • Design and manage efficient sales and marketing
    channels for optimal customer reach.
  • Develop a strategic perspective for market expansion
    and profitable customer acquisition.
  • Embrace continuous learning and adapt to
    evolving trends in sales and marketing.
  • Utilize technology and digital media to enhance
    marketing efforts and maximize growth.
  • Foster critical thinking and problem-solving skills to
    navigate changing business dynamics

Am I the right fit for this sales and marketing course?

Yes if you:

  • Are a sales and marketing professional from diverse industries
  • Are senior professionals in sales and marketing looking for structured domain knowledge for managing widespread teams with diverse skillsets

Am I eligible?

You are eligible if you have:

  • Bachelor’s degree or equivalent (10+2+3) or Diploma (10+2+3) from a recognized university or institution approved by UGC/AICTE/DEC/AIU/State Government in any discipline
  • Minimum 50% aggregate marks of all years in the qualifying education
  • Minimum 4 years of relevant full-time* work experience post-completion of qualifying education

*Internships and training experience will not be considered as full-time work experience. However, in case of any exceptions, the candidate may submit an SOP for the consideration of PDs.

Executive programme in Sales and Marketing Fees

What is My Investment?

Application Fee

Installments Amount* Dates
Registration fee ₹20000 Within 24 hours of selection
1st Installment ₹80,000 Within 15 days from Registration
2nd Installment ₹1,00,000 6th Feb 2025
3rd Installment ₹1,00,000 6th April 2025
Total Programme Fee ₹3,00,000
*18% GST extra as applicable

Special Pricing for Corporates

*Includes 5 days of Campus Visit

Fees paid are non-refundable and non-transferable.

#Executive Alumni Fees (Optional): ₹10,000 + GST (To be paid after completion of the programme)

Modes of payment available

  • Internet Banking
  • Credit/Debit Card
  • UPI Payments

Easy Financing Options

9 Month 0% Interest Scheme / Interest-Based Schemes

EMI as low as ₹9,440/Month

EMI Options

Loan Partners

How do I enrol in this programme?

Enrolment Process for Sales and Marketing Course

  • Apply for
    the Programme
  • Submit
  • Selection by
    IIM Lucknow Committee**
  • Join

*Scanned copies to be submitted within 7 days i) Education Certificate ii) Experience Letter/Latest Pay Slip

**Selection for the programme will be done by IIM Lucknow and is strictly based on the education, work experience, and motivation of the participants.

About IIM Lucknow

The Indian Institute of Management Lucknow (IIML) is the fourth in the prestigious IIM family of management schools to be established in India. Envisioned and initiated by the first Prime Minister of India – Pandit Jawaharlal Nehru, the institute was established in the year 1984. Since then, IIML has touched a million lives, shaping its students into value-driven leaders, managers, and global players. The institute is involved in the creation, dissemination, and application of management knowledge and practice. With 7 CoEs and forging a partnership with 30+ institutions across 5 continents, IIML offers an ideal setup conducive to learning, accessibility, and excellence. In 2005, IIML expanded its area of influence in the realm of management education by becoming the first IIM to set up a satellite campus exclusively for Executive Education at Noida (Delhi NCR region). Know more

Frequently Asked Questions

The sales & marketing landscape is constantly evolving, driven by technology, changing customer behaviour, and emerging competition. This programme provides the tools and knowledge you need to:

  • Stay relevant: Master the latest trends, technologies, and best practices in sales & marketing through hands-on learning, capstone projects and engaging workshops.
  • Adapt to change: Develop the agility to navigate a dynamic and unpredictable business environment.
  • Drive results: Equip yourself with the skills to achieve consistent sales & marketing goals.
  • Future-proof your career: Invest in your professional development to remain competitive in the long run.

This programme ensures you possess the expertise and adaptability to thrive in the ever-changing world of sales & marketing.

This programme equips you with the skills and strategic expertise sought after for senior sales & marketing roles. Here's how it prepares you for the next level:

  • Strategic Vision: Develop winning go-to-market strategies and drive profitable customer acquisition.
  • Team Leadership: Master the skills to build, motivate, and lead high-performing sales & marketing teams.
  • Data-Driven Decisions: Leverage data analytics to optimize strategies and maximise ROI.
  • Advanced Negotiations: Close complex deals with confidence and secure win-win outcomes.
  • Industry Expertise: Gain insights applicable across diverse sectors, making you a versatile outcome-driven expert.

The IIM Lucknow Executive Programme in Sales and Marketing distinguishes itself through a combination of factors that make it a superior choice for professionals seeking to enhance their skill set:

  • IIM Lucknow Advantage: Get certified by IIM Lucknow, the globally recognised AMBA and AACSB-accredited institution that sets the benchmark for excellence in business programmes.
  • Experiential Learning: Leverage distinctive pedagogy of Case Studies, Assignments, Hands-on Sessions, and Campus Visits.
  • Top Faculty: Learn from IIM Lucknow Faculty and industry leaders in Sales and Marketing practices.
  • Executive Alumni Status: Become an Alumni of IIM Lucknow Executive Education and network with top professionals.
  • Most-preferred Learning Platform: Learn on TalentSprint's award-winning Pracademic Platform, the best-in-class interactive AI-powered digital delivery platform.
  • Network with Leaders: Learn with an outstanding peer group of aspiring managers.

Consider this programme an investment in future-proofing your sales & marketing career and to accelerate your careers, especially towards leadership positions. Here's how it equips you for the climb:

  • Future-Proof Capabilities: This programme equips you with the skills to excel in high-demand sectors. Companies are actively seeking professionals who can navigate the evolving landscape, and this programme puts you ahead of the curve.
  • Growth Mindset: This programme goes beyond traditional sales and marketing tactics. It fosters a growth mindset, empowering you to think strategically, embrace innovation, and adapt to changing market dynamics.
  • Earning Potential: By mastering the latest skills and strategies, you'll become a valuable asset to any organisation. This translates to increased earning potential and opens doors to leadership positions with higher salaries.

Upon completion of the programme, participants can expect the following outcomes:

  • Strategic Channel Management: Design and implement efficient sales and marketing channels that optimize customer reach and engagement, leading to increased market penetration and brand visibility.
  • Market Expansion and Customer Acquisition: Develop a strategic mindset for identifying new market opportunities and implementing effective customer acquisition strategies, driving sustainable business growth.
  • Adaptability and Continuous Learning: Cultivate a growth mindset and embrace continuous learning to adapt to the ever-evolving trends and technologies in the sales and marketing landscape.
  • Digital Marketing Mastery: Leverage technology and digital media channels effectively to enhance marketing efforts, reach a wider audience, and maximize ROI on marketing investments.
  • Critical Thinking and Problem-Solving: Hone critical thinking and problem-solving skills to address complex business challenges, make data-driven decisions, and navigate the dynamic business environment with agility.

Overall, the program equips participants with a holistic skillset, enabling you to lead sales and marketing initiatives, drive innovation, and achieve sustained business success in the digital age.