IIM Calcutta - Advanced Marketing Programme (APMP)

“Advanced Course for Marketing Professionals from Indian institute of Management,Calcutta (IIM Calcutta)”

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Course Overview

The unique marketing tactics of a knowledgeable and competent sales & marketing professional can very well uplift the growth of any organisation in today’s business context.

The ever rising competition that can be witnessed today, demands the sales and marketing professionals to be equipped with the advanced theoretical concepts and practical applications of marketing management to deliver unbeatable success of the organization, no matter how unfavourable the external conditions may turn out to be.

Advanced Programme for Marketing Professionals has been exclusively designed for the sales and marketing professionals by the subject experts of IIM Calcutta to hone their skills to consistently changing business environment. This unique programme is designed to filter the professionals for the higher roles of sales and marketing by sharpening their managerial and leadership capabilities, to equip them as effective marketing planners and executors and also to mould them in implementing effective responses to the challenges and complexities posed by the interrelationship of various marketing-mix elements.

The sales and marketing function at any organisation forms the back bone of the business. A proper and scientific approach to sales and marketing function not only makes the business viable and efficient but also makes the business reasonably immune to sudden and inevitable environmental changes. APMP is a one-year programme especially designed for sales and marketing professionals to hone their skills in the domain. It helps impart knowledge on both strategic and tactical challenges in sales and marketing of products and services.

Did you know?

  • Sales and Marketing Professionals Topped the List of 10 most in-demand jobs in India in 2019 – LiveMint
  • In the Manpower Group’s 2019 Talent Shortage Survey, 19% of the surveyed companies said that the most in-demand job role for them included sales and marketing representatives and managers.


  • Develop advanced competencies in effective marketing strategy
  • Appreciate the complexities posed by the inter-relationship of marketing-mix elements
  • Internalize the wider organisational context of marketing and decision-making
  • Gain advanced knowledge in the theory and practice of sales & marketing
  • Groom the participants for higher roles in sales & marketing
    Improve managerial and leadership capabilities of participants

Key Benefits

  • Opportunity to be a part of IIM Calcutta, India’s one of the top 10 B-Schools
  • Taught by select faculty from IIM Calcutta
  • 1 year programme with weekend classes suiting working professionals
  • Intensive learning via Interactive Learning Platform
  • 5 days in-campus sessions at IIM Calcutta
  • Peer learning through rich student profile & networking opportunities
  • IIM Calcutta Certification and Executive Education Alumni status
  • A popular programme with the 11th batch being launched in 2020

Mode of Delivery

This Program is delivered through Interactive Onsite Learning platform where LIVE and highly interactive Sessions are conducted in the Authorized Study Centres established across India.



Graduates (10+2+3) in any discipline with min. 50% marks [aggregate- considering results of all years (e.g. 3 or 4 together)] recognized by UGC/AICTE.

Experience Minimum

5 years of minimum work experience is required to apply

Selection Process

Profiles will be assesed by IIM Calcutta on the basis of Academics, work experience, Statement of Purpose.


"Advanced Programme for Marketing Professionals" Certificate will be awarded by IIM Calcutta to students on successful completion of the programme.

Alumni Status/ Placement

On successfull completion IIM Calcutta will award Alumni status to students.

Course Content

Foundation Courses

Marketing Management Fundamentals
Understanding building blocks of Marketing

Marketing Research Fundamentals
Research Framework and Research Problem
Qualitative Research
Quantitative Research

Financial Acumen for Sales and Marketing
Understanding Cash Flows
Understanding and Managing Outstanding Cycle
Understanding and Managing Costs

Organizational and People Issues in Marketing
Understanding Teams
Goal Setting, Performance Appraisal, Counselling

Negotiation Skills for Marketing and Sales
Principled Negotiations
Negotiating under various scenarios

Advanced Courses

Consumer Behavior
Understanding influence of consumer characteristics on buying behaviour
Understanding influence of psychological processes on consumer response to Marketing
Understanding consumer decision-making behaviour

Managing Products, Services and Brands
Product Management
Managing Services
Managing Brands and Branding

B2B Marketing
B2B marketing decision making process
Identifying and managing key accounts

Sales and Distribution Management
Managing the salesforce
Sales Management
Managing Retailing and Distribution

Integrated Marketing Communications & Digital and Social Media Marketing
Basics of Integrated Marketing Communications
Understanding Media
Digital Marketing
Social-media Marketing

Marketing Analytics
Basics of Data classification and analysis
Multi-variate analysis to aid marketing decision-making

Strategic Aspects of Marketing
Marketing Planning
Positioning Strategy
Pricing Strategy
New Product Strategy

Emerging Issues in Marketing


Campus Component

On-campus sessions will be twice during course for total of 6 days.

How it Work

The modules will be Blend of - 

  • Lectures
  • Case studies
  • Assignments.

Total Fees

INR 3,00,000/- plus GST as applicable for Indian Students 

INR 3,65,000/- plus GST as applicable for International Students 


Total amount to be paid in 5 installments

Instalment Structure

  I Installment II Installment III Installment IV Installment V
Date At the time of registration Within one week of Offer letter roll-out date 10th Jan, 2021 10th Mar 2021 10th May 2021 10th Aug, 2021
Amount to be paid by Domestic Participants INR 2,000 INR 42,000 INR 54,000 INR 54,000 INR 54,000 INR 54,000
Amount to be paid by International Participants INR 1000 INR 59,000 INR 68,000 INR 68,000 INR 68,000 INR 61,000

Instalment Schedule for Campus Fee

Date To be paid 45 days prior to campus scheduled date
Amount to be paid in case of opting in-campus stay INR 40,000 + GST
Amount to be paid in case off-campus stay INR 25,000 + GST

*Excludes GST at 18%

Technological Partner

Times TSW


Application Closure Date 4th October 2020
Date of 1st Installment Within one week of offer letter roll out date
Academic Orientation 7th November 2020
Date of Online class 21st November 2020


Finest content designed for Marketing professionals. Blended programme where candidates spend some time in campus and learn through lot of case studies and live campus life again. Apart from that Class schedule is LIVE and online in the nearest study centre. We can bank upon the content and delivery of the programme

Applications can be submitted Online. Application Link can be shared with candidates post profile confirmation by the concerned team.

To Apply Please Fill Below Form

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Course Duration

12 Months

Start - November 2020

Saturday 9:00 AM to 12:00


All payment terms & conditions for application, registration, programme and campus fees are adhering to the policy of respective Institute or their Service/ Technology partners. Team “The Top B School” does not take any payment or fees on this website or in any of our account.

All applications are assessed by the respective institute and our team has no role in selection/rejection/on hold status of candidate.

"The Top B School" team is responsible for counselling, admission guidance, sharing application links and helping in completing application & registration processes. In any case, our team will not be responsible for any payments, refunds and results.