Advanced Programme in Strategic Marketing Excellence
From IIM Lucknow - one of India's premier business schools.
2–3 live masterclasses with CXOs on the marketing decisions you'll actually face.
A selective process keeps every cohort small and serious.
Personalised guidance from a coach who understands your goals.
Faculty, peers, and campus — the part a screen can't teach.
Peers, alumni, and faculty — a network that outlasts the program.
Hosted atTaj · GoaFour days on the Goa coast — keynotes, brand labs, and the cohort in one room.
☼ Goa · Feb 2027Learn how AI marketing bets get made — from the CMOs making them.
One week, one real brand brief — ship a launch-ready AI campaign.
… and a rotating roster of founders, operators and AI leaders across every cohort.
The 3-day on-campus immersion brings the cohort to IIM Lucknow. Experience a premier business-school campus, world-class faculty, and the kind of corridor conversations that turn classmates into a lifelong network.
Manoj KambadurFounder, Stoa7+ yrs experienceLinkedIn
Rahul TripathiAirtel8+ yrs experienceLinkedIn
Koushik Sen DekaGoogle7+ yrs experienceLinkedIn
Kausik RStable Money · Ex-Swiggy9+ yrs experienceLinkedIn
Sudhanshu BhatiaFibe9+ yrs experienceLinkedIn
Balachandar RamaduraiIIT MadrasLinkedIn
Niti ShekharIIM JammuLinkedIn
Ridhi AroraIIT MandiLinkedIn
Milan Hasmukh ModiPivotroots7+ yrs experienceLinkedIn
Manoj KambadurFounder, Stoa7+ yrs experienceLinkedInRahul TripathiAirtel8+ yrs experienceLinkedInKoushik Sen DekaGoogle7+ yrs experienceLinkedInKausik RStable Money · Ex-Swiggy9+ yrs experienceLinkedInSudhanshu BhatiaFibe9+ yrs experienceLinkedInBalachandar RamaduraiIIT MadrasLinkedInNiti ShekharIIM JammuLinkedInRidhi AroraIIT MandiLinkedInMilan Hasmukh ModiPivotroots7+ yrs experienceLinkedInMaster the fundamentals every marketing leader builds on — how markets are segmented, consumers understood, and customers retained for long-term growth.
Marketing mix (4Ps/7Ps), STP, PESTEL & 5C analysis, value proposition design, and product life cycle implications.
Consumer psychology, qualitative and quantitative research methods, and translating insights into actionable buyer personas.
Customer journey mapping, CLV/CAC optimisation, design thinking, and behavioural nudges for retention and loyalty.
Build the commercial engine — how products reach markets profitably, how sales forces are led, and how strategy beats competition at the P&L and board level.
Go-to-market design, channel economics, distribution management, sales force leadership, B2B/HNI selling, and AI in sales.
Strategic plan formulation, value-based pricing, Porter's and Blue Ocean frameworks, and a long-term marketing plan with KPIs.
Move into full digital execution — own search, social, paid media and omnichannel communications to drive measurable reach, engagement and brand impact.
SEO, SEM, cross-platform social strategy, content marketing, programmatic advertising, and performance measurement with Google Analytics.
IMC across omnichannel touchpoints, storytelling, Marketing Mix Modelling, attribution, personalisation-privacy paradox, and brand reputation in social media.
Where the programme earns its edge — leverage generative AI, predictive analytics, chatbots and agents to automate, personalise and lead the AI-powered marketing function.
GenAI tools for content creation, predictive analytics for demand/churn forecasting, AI-driven segmentation, chatbots and agents in the funnel, and algorithmic ethics.
A multi-phase project built across the programme — from consumer research to AI-integrated execution. Develop a comprehensive marketing strategy for a real-world business challenge: STP and positioning, a competitive plan, a full digital campaign, and a functional AI-driven prototype. Delivered as a strategic pitch deck presented to an IIM Lucknow faculty panel.
Note:- Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the participant profile & programme hours
3 hours per week
With 4+ years of work experience.
IIM Lucknow's most awarded faculty — 9-time "Best Faculty" winner and 21-time "Best Course Taught" awardee. Former Director of TAPMI and Dean at IIM-L. Consulted 26+ clients including Mahindra Finance, Abbott Pharma, and Lafarge; trained 10,000+ managers and published 11+ case studies at Harvard Business School.
LinkedIn
Prof. Ashish Dubey, is a Professor in the Marketing Area of IIM Lucknow and he is currently the Faculty-in-Charge of IIML-Enterprise Incubation Centre. He has 20+ years of Academic, Industry, and Research experience in the fields of Retail Management, Digital and Omnichannel Marketing, Sales and Distribution Channels, and Supply Chain Management. Prior to joining academics, he has worked in the corporate in India and in the Middle East in various industries like Retail, Telecom, and Chemical. He has Ph.D. in Management from SJMSOM, IIT Bombay and he has publications in reputed International Journals and National and International Conferences. He has lived and worked in different states and cultures across India and Middle East.
LinkedInEarn a verifiable certificate in the Advanced Programme in Strategic Marketing Excellence from IIM Lucknow — built to stand out.
After the programme
Upon completion of the programme, participants can register with a one-time registration fee of ₹10,000 + GST to receive the prestigious IIM Lucknow Executive Alumni Status (optional).
The benefits include
Three days at IIM Lucknow — the part a screen can't teach.
What's included
Who you are, what you'll build.
Shortlisted candidates only.
Accept your seat, secure financing.
11th Oct 2026 — your first live session.
Admission is selective and the cohort is small. Everything you need is included — no hidden add-ons.