PGP in Management (specialization in Marketing)

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A bootcamp will be conducted during the orientation week to provide the students with a refresher on basic mathematical concepts. These are essential concepts that the students must be well-versed with to perform well in the programme.

During orientation, a workshop will be conducted on campus about case study pedagogy along with live solving of a case. This will apprise students on the case-based methodology that would be extensively applied throughout the programme. Benefits of case-based pedagogy:
•    Application of knowledge
•    Critical thinking and problem-solving skills
•    Collaboration and communication
•    Contextual learning
•    Multidisciplinary integration

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Irrespective of the nature of job role, any business/marketing postgraduate needs to understand and be comfortable with essential problem solving, business research and effective communication skills. While this non-credit course will cover all forms of business communication, greater focus will be on persuasive writing skills.

This is an introductory course on the fundamental principles of Management & Strategy. The course examines the purpose of organizations, how they work and highlights the major functions of management. In addition, this course seeks to discuss concepts and tools for designing and implementing effective competitive strategies in the rapidly changing global business environment. Strategy is about the direction of organizations and is aimed at understanding why some organizations succeed while others do not. It includes those issues which are of primary concern to senior management, or to anyone seeking reasons for the success and failure among organizations. Students are placed in the role of key decision makers and asked to address questions related to the creation or reinforcement of competitive strategies and competitive advantage.

This course will introduce students to the study of human behavior in organisations. They will explore key approaches, concepts, frameworks and issues in organisations and how to apply this knowledge to enhance individual, team, and organisational performance. From managing individuals and understanding group dynamics to managing conflict and initiating change, this course will cover major aspects associated with people management in contemporary organisations.

This course delves into the theoretical foundations and practical applications of financial analysis and performance management within organizations. Participants will explore advanced topics such as shareholder and customer value creation, cash flow statement analysis, income and cost performance assessment, and strategic business planning. Through rigorous academic inquiry, case studies, and research projects, students will develop a deep understanding of key financial concepts and analytical techniques essential for making informed managerial decisions. Emphasis will be placed on critical thinking, data interpretation, and the synthesis of complex financial information.

This course addresses the management challenge of designing and implementing the best combination of marketing actions to carry out a firm’s strategy in its target markets. Specifically, this course seeks to develop your skills in applying the analytical perspectives, decision tools, and concepts of marketing to the following decisions: segmentation, targeting, positioning, product, pricing, distribution, and promotion.

Business analytics enables organisations to make quicker, better, and more intelligent decisions for creating business value in the broadest sense. It is a process of transforming data into actions through analysis and insights in the context of organizational decision-making and problem-solving. The course will help students to gain an understanding of how managers use business analytics to formulate and solve business problems and to support managerial decision making. The objective of this course is to learn analyzing Business data and learn tools of statistical inference used in making business decisions.

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Consumer Insight focuses on understanding how consumers acquire and consume goods and services. The course features psychological, sociological and economic approaches to consumption at both the individual and societal level.  Emphasis is placed in identifying and understanding the key insights that drive human behavior, including the way people create and adopt meanings in their everyday behaviors. The course connects consumer insights to brand strategy and brand communications with an emphasis on uncovering insights and applying them to strategy.  

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Strategic Marketing Communications covers the principles and practices of brand communications. The course provides a formal strategic process for developing marketing communications and media plans and managing the communications between an organization and its stakeholders.

In 'Digital & Social Media Marketing' course, students will get a comprehensive understanding of the digital and social media marketing landscape including different platforms, media, tools, and metrics. Based on this understanding, students will learn how different marketing objectives of the organization can be accomplished through digital and social media marketing strategies.

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The course is designed to give a holistic view of the full spectrum of the product management work starting from the process of identifying product opportunities from market intelligence, steps in developing a product strategy, new product development process, product positioning and the post launch support required for a product. Each phase of the product lifecycle will be discussed and the marketing strategies appropriate in each stage of the product lifecycle.
The course will also cover the steps towards maintaining a healthier balance between the tactical tasks required for the role and the longer-term strategic aspects that a Product Manager must essentially focus on.  We will also step through the best practices and the soft skills required for working with the cross-functional teams and the top management for effectively driving the product strategy across the organization.
The course will lay emphasis on the real-life case studies and examples to explain and illustrate the practical implementation of the concepts.

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This module is an invitation to the world of content and stories made of words and images and how they are created to make compelling communication for brands. We will be looking at the components of storytelling and understanding the various elements and structures that make stories impactful, persuasive, and compelling. We will draw from case studies and examples of TVCs, Print Ads, Animation Films, Instagram Pages, Game Design, Packaging Design, and UI/UX to Brand Identity and learn how stories are omnipresent. And if we understand the art of content creation and storytelling ~ it becomes a highly effective way of connecting with consumers and building brand awareness, relationships, and loyalty. Imbibing various inputs provided within the course, the students will create their own stories for brands and present them in a medium that fits the brief. The students will also get a hands-on learning experience of working within the studio/lab, using software’s & tools to create their own content.

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