IIM Lucknow · Cohort-Based

Lead the brands that AI is rewriting.

Advanced Programme in Strategic Marketing Excellence

From IIM Lucknow - one of India's premier business schools.

Months

Strategic

Marketing Programme

LIVE

Sessions

Est. 1984

40+ years

NIRF 2025 · #5

Management

AACSB & AMBA

Accredited

What you get

More than a course — a cohort, a campus, and a network.

Live · CXO

CXO Sessions

2–3 live masterclasses with CXOs on the marketing decisions you'll actually face.

Admissions

Reserved for the ExceptionalInvite Only

A selective process keeps every cohort small and serious.

Career

Dedicated Career Coach

Personalised guidance from a coach who understands your goals.

On Campus

3-Day Campus Immersion

Faculty, peers, and campus — the part a screen can't teach.

Network

Networking Opportunities

Peers, alumni, and faculty — a network that outlasts the program.

On Campus - Immersion

Learn where India's business leaders are made.

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.

Faculty-led workshops and live marketing clinics
Networking with peers, alumni and industry leaders
Collaborative capstone work, in person

Career coaches

Mentored by marketers from the companies you're aiming for.

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

Vivek Shah25+ yrs experienceLinkedIn

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

Vivek Shah25+ yrs experienceLinkedIn

The curriculum

10 months, 9 modules — from marketing foundations to AI-led growth.

Master the marketing fundamentals every senior leader builds on — how markets are analysed, consumers understood, products positioned, and customers retained for long-term growth.

Companies hiring for these skills

What you'll build

A complete market analysis using 4Ps/7Ps, STP, PESTEL, and 5C frameworks, with a clear value proposition.
Consumer and customer insights that connect behaviour, research, segmentation, and end-to-end customer journeys.
Retention and loyalty decisions using CLV, CAC, behavioural insights, and customer experience improvements.

4Ps / 7PsSTP & PositioningPESTEL & 5CConsumer BehaviourCustomer JourneyCLV & CAC

M01

Marketing Foundations Refresher

Apply the marketing mix (4Ps / 7Ps), STP, PESTEL, and 5C frameworks to current business contexts. Define compelling value propositions, apply product management essentials, understand consumer behaviour, map customer journeys, and use CLV/CAC for retention, loyalty, and advocacy decisions.

Strategy

M02

AI-Powered Marketing Execution

Write structured prompts for professional-grade marketing outputs. Use AI for category and competitor analysis, consumer research, segmentation, positioning, campaign concepts, creative briefs, and media plans — while evaluating outputs for accuracy, brand fit, and cultural nuance.

Research

Build the commercial engine — how products reach markets, how sales forces perform, how businesses compete, and how marketing investments drive profitable growth.

Companies hiring for these skills

What you'll build

A go-to-market and distribution strategy with channel economics, distributor planning, and ROI analysis.
A high-performing sales strategy covering sales-force management, B2B selling, and high-value customers.
A strategic marketing plan connecting competitive positioning, pricing, KPIs, budgets, and investment decisions.

Go-to-MarketChannel EconomicsSales Force ManagementB2B SellingCompetitive StrategyMarketing P&L

M03

Sales & Distribution Strategy

Design go-to-market strategies, analyse channel economics and ROI, manage distribution, develop markets, and build high-performing sales forces for B2B and high-value customers.

Sales

M04

Marketing Leadership & Competitive Strategy

Formulate strategic marketing plans, apply pricing for profitability, use Porter's Generic Strategies and Blue Ocean frameworks, and develop long-term strategy with clear KPIs and resource allocation.

Strategy

M05

Digital Marketing & Social Media Strategy

Plan SEO and SEM campaigns, develop cross-platform social media strategies, build content-led growth, evaluate programmatic media, and measure digital performance using analytics and social listening.

Digital

M06

Marketing P&L & Investment Decisions

Read financial statements, connect marketing spend to revenue and margin, apply CLV, CAC and payback to allocation decisions, and build budgets that maximise profitable growth.

Finance

Move into advanced digital marketing — master omnichannel communication, predictive analytics, and AI systems that reshape how marketing decisions are made.

Companies hiring for these skills

What you'll build

An integrated communication strategy across omnichannel touchpoints, with storytelling, creative content, and brand reputation management.
A predictive marketing system using AI to forecast demand, churn, and customer behaviour, with segmentation and hyper-personalisation at scale.
An AI-ready marketing workflow that identifies RAG and agent use cases, defines requirements, and evaluates solutions for governance, cost, and risk.

IMC & OmnichannelStorytelling & CreativeBrand & PRPredictive AnalyticsAI SegmentationRAG & AI Agents

M07

Marketing Communication in the Digital Age

Design integrated marketing communications across omnichannel touchpoints, apply storytelling and creative content, use marketing mix and attribution modelling for ROI, and manage brand reputation and PR in viral social media cycles.

IMC

M08

AI & Predictive Analytics in Marketing

Leverage generative AI for content creation, apply predictive analytics to demand, churn, and customer behaviour, and build AI-driven segmentation and hyper-personalisation while managing algorithmic bias and ethics.

AI & Analytics

M09

RAG & AI Agents for Marketing

Understand RAG and AI agents, identify marketing workflows suited to automation, scope AI requirements, and evaluate solutions across data governance, cost, risk, and human judgement.

AI Systems

The capstone

End-to-End Marketing Strategy & Digital Campaign Prototype

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.

Brands you could be assigned

Note:- Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the participant profile & programme hours

Session

Sundays · 10:00 AM – 1:15 PM

3 hours per week

Eligibility

Graduates & post-graduates

With 4+ years of work experience.

Learn from the instructors

Taught by IIM Lucknow's most decorated marketing faculty.

Prof. Rajeev Kumra

Professor of Marketing, IIM Lucknow

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.

Prof. Ashish Dubey

Professor of Marketing, IIM Lucknow

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.

Your credential

A certificate that opens doors.

Certificate inAdvanced Programme in Strategic Marketing ExcellenceIIM Lucknow

Earn a verifiable certificate in the Advanced Programme in Strategic Marketing Excellence from IIM Lucknow — built to stand out.

Verifiable, shareable digital certificate
Add it to LinkedIn and your résumé in one click
Backed by the program's industry & faculty network

Sample Certificate Sample certificate — IIM Lucknow Management Development Programme

After the programme

Join the IIM Lucknow executive alumni network.

Executive Alumni Status

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

Executive Alumni Status of the Indian Institute of Management Lucknow.
Receipt of all IIM Lucknow programme brochures and newsletters, along with details of souvenirs available with the MDP Office.
Lifelong access to a network of distinguished IIM Lucknow Executive Alumni.
Access to the IIM Lucknow Campus Library (on-site access only).

3-Day Campus Immersion

Three days at IIM Lucknow — the part a screen can't teach.

What's included

Surprise merchandise kit from IIM Lucknow
Networking event
Networking dinner
Hands-on session

The path in

Rolling admissions. Seats fill in order.

Step 01

Submit application

Who you are, what you'll build.

Step 02

Profile Based Selection

Shortlisted candidates only.

Step 03

Offer & enrolment

Accept your seat, secure financing.

Then

Classes start

6th Dec. 2026 — your first live session.

FAQs

Questions, answered.

What is the duration of the program?

The program runs for 10 months across 9 modules, with 3 hours of live lectures per week plus assignments and a capstone project — designed so you can learn alongside a full-time job.

What is the mode of delivery?

Live online classes form the core, held on Sundays from 10:00 AM to 1:15 PM — 3 hours per week — combined with 3 days of hands-on projects and an on-campus immersion at IIM Lucknow.

Who will be teaching the classes?

IIM Lucknow's marketing faculty, Prof. Rajeev Kumra & Prof. Ashish Dubey lead the programme, supported by other IIM Lucknow faculty in live sessions.

Fee Structure

Priced as an investment. Built to be reachable.

Limited cohort of 90 students.

Admission is selective and the cohort is small. Everything you need is included — no hidden add-ons.

Everything included

10-month IIM Lucknow certification
Live online classes
CXO masterclasses · Masai network
Dedicated career coach
Campaign Sprint + AI-integrated capstone
Access to executive alumni benefits optional at an additional amount of 10,000 Rs.

Cohort 01 · Total fee

₹2,77,500+ GST

1Application FeeNon-refundable₹999

2Registration FeePARTLY refundable*₹10,001

3Programe FeeNon-refundable₹2,66,500

Begin your application →

Pay Your Program Fee, Your Way

Best Value

Upfront Payment

Pay once, save more.

₹3,16,450

Pay In Parts

Flexible plans, no financial stress.

Instalment 1

₹95,000

Instalment 2

₹2,21,450

EMI via NBFC Partners

Spread the cost over 12 months.

₹31,117

/ month × 12

*note: 2500 refundable if profile not shortlisted by IIM Lucknow