IMT Centre For Distance Learing Ghaziabad

PGDM (EXECUTIVE) – Marketing

Programme Highlights
  • This programme empowers executives with Analytical Skills and Cross - Functional perspective to gain management expertise across all domains.
  • The curriculum of the programme lays a strong foundation for a leadership mindset
  • This is a career-changing programme to accelerate personal and professional growth of executives

Marketing is an important interface function with the market environment and focusses sharply on the delivery of the output. Its role is to ensure continued compatibility of the organisation’s offerings with the market requirements and to deliver the benefits sought by the customer. With the opening up of the economy, increase in the literacy rate and communication through mass media, the Indian consumer has become more informed and empowered. The Internet technology has also revolutionised the marketing and sales functions. The advent of e-commerce and e-business are creating new learning opportunities. The customer is no longer willing to accept what is offered without questioning. This program covers various aspects related to Marketing Management, Marketing Research and Advertising. The program covers the strategic role of e-business in improving the marketing function of a firm. In the global marketing environment subject to intense competition and rapid Internet-induced changes, an organisation’s competitive advantage depends on key strategic decisions. This program gives decision-makers a strong foundation in marketing concepts and skills.

Programme Eligibility

Bachelor’s Degree in any discipline from any recognized University or equivalent degree recognized by Association of Indian Universities (AIU) plus full time work experience of minimum Five (5) years after Graduation.

Programme Structure

The PGDM (Executive) programme is covered in Two (2) semesters with an additional 3 months for project work.
The Programme is of total Fifty Six (56) credits. It includes Three (3) non-credit Foundation Courses, Nine (9) Core Courses with a total of Thirty Six (36) credits, Four (4) Elective Courses with a total of Sixteen (16) credits and a Project Work of Four (4) credits.

Specializations is offered in five areas: Finance, Marketing, Operations, Human Resource and Business Analytics.

Curriculum

This programme structure is applicable for students enrolled in the current session.

The Basics of Accounting course aims to provide an essential understanding of financial terminologies and accounting process to management aspirants. The course builds the foundation for pursuing the core finance courses like manage-ment accounting and financial management. After completing this course, the participants will be acquainted with basic financial terminology like assets, liabilities, shares, bonds, etc. Participants will get to know the accounting process, components, and structure of financial statements like Statement of Profit & Loss and Balance Sheet.

  • Introduction to Accounting
  • Accounting Process
  • Final Accounts

The Basics of Communication course is designed to understand Communication and its significant contribution in em-ployee engagement, employee productivity and relationship building. It also discusses role of communication in mana-gerial effectiveness and functions.

  • What is Communication?
  • Significance of Business Communication
  • Media in Communication
  • Managerial Implications
  • Role of communication in organisations

The Basics of Management course will help to understand the competence of a workplace and the managers, direct/guide the employees, and effectively coordinate, to meet the goals of the team and mission of the organization. This course on management introduces the learner with the role of a manager and the key management functions.

  • Meaning of Management
  • Role of a Manager
  • Management Functions
    Management Theories

This course is designed for students with no statistics background or as a refresher course for students who desire to review statistical methods before the sessions begin in the post graduate programmes. This course will help you in un-derstanding various methods of data collection and presentation. It covers descriptive statistics which is further divided into measures of central tendency and measures of variability (spread).

  • An Introduction to Business Statistics
  • Data Collection , Population vs sample, Variables, Scales of Measurement
  • Data representation techniques- Tabular and Graphical
  • Measures of Central Tendency- Mean, Median and Mode
  • Measures of Dispersion / Variation- Range, Quartile Deviation, Mean Deviation and Standard Deviation
  • Skewness, Moments and Kurtosis

The course is designed to provide fundamental knowledge of microeconomic and macroeconomic concepts that are useful to understand economic situations ranging from decisions that individuals make every day to decisions made by firms and governments in complex markets. The course focuses on assessment of the economic behaviour of a firm and household, functioning of markets and implication of major macroeconomic policies.

The course on management accounting provides a basic understanding of financial reporting and short-run decision-making that every management participant should be aware of. The initial units explain various components of financial statements and the evaluation techniques like cash flow and ratio analysis. Subsequent units of the course provide detailed understanding of the cost concepts, elements of costs, absorption, and variable costing. It further delves into cost-volume-profit analysis, short-run decision making like make or buy decision, accepting a special order etc. Partic-ipants are also provided the knowledge of budget and budgetary control techniques and advances in management accounting like carbon accounting and human resource accounting.

The course aims at development of understanding of key marketing concepts and their real-world applications through practical examples and contemporary case studies. This course would help you in formulation of marketing strategy based on the analysis of external and internal factors that influence marketing decisions. It further helps you in analysing and evaluating the best marketing practices and its implementation to enhance business profitability through customer acquisition, engagement, relationship, and loyalty.

The course provides a basic understanding of statistics and its applications in data-driven business decision-making. It facilitates familiarisation with the terminology of statistics, defining, collecting, organising, visualising, and summarising the data. It also includes the process of drawing inferences from the sample study.

The course on Managerial Communication will help you to become effective in your verbal and nonverbal communication. It is all comprehensive as it discusses concepts related to role of communication in team building. It will help you in honing your writing skills as well as presentation skills. Job related communication is also a part of this course.

The course introduces the learner with the major concepts and techniques of strategic analysis and strategy formula-tion coupled with selection of strategic actions and strategy implementation. The course emphasis on the creation of a strategy and its implementation and their relevance to build sustainable competitive advantage.

The course on Financial Management provides with multiple facets of the utilization of financial resources, and the application of general principles of management to the financial belongings of an enterprise. The course aims to provide an understanding of mobilisation and utilisation of funds in an organisation. It provides the participants with the knowledge of various sources of funds and the proportion of funds to be used by a firm in view of the cost of funds and business risk faced by the organisation. The course also covers the decision-making process for long-term investments and working capital management.

The course on organisational behaviour defines behaviour of human beings in their workplace/s and/or corporate set-ting/s. It provides the behavioural knowledge of individual and group work within the organization that can help in explaining and predicting behaviour to improve workplace performances and effectiveness. It will help you to under-stand the reason why people behave in a certain way and why one team is more effective than the other; also, to demarcate the process for optimum utilization of resources.

The course provides visualisation of manufacturing and service systems as a transformation process of inputs into value-added outputs. The course emphasises applying analytical and critical thinking skills to operational decisions and integrating supply chains, for the competitive global and dynamic technological environment.

The course helps to develop a digital marketing plan that will address common marketing challenges through articu-lating the value of integrated marketing campaigns across SEO, Paid Search, Social, Mobile, Email, Display Media, and Marketing Analytics. This course recognize Key Performance Indicators tied to any digital marketing program leading towards improvement in Return on Investment for any digital marketing program.

The course provides the basic understanding and helps to comprehend the impact of retailing on the economy and the mutual impacts of retailing and society on each other. It will further envisage how retailing fits within the broader disciplines of business and marketing.

The course aims to sensitize you with the emerging service environment in India and the world by emphasizing the distinctive aspects of Services Marketing. It will help you to reinforce the concepts and techniques that help in taking decisions relating to various services marketing situations and demonstrate integrative knowledge of marketing is-sues associated with service productivity, perceived quality, customer satisfaction and loyalty.

The course reinforces the significance of consumers as the driving source of economy and to explore the consumer experiences and expectations before purchase, during purchase, during consumption and at post consumption stage. It further realizes the principal factors that influence consumers as individuals and decision makers with an application to the buying decision process.

The course aims at describing and formulating strategies to effectively manage company’s sales operations, through applying the basic concepts and techniques of selling and their applications to managerial decision. The course also evaluates the role of sales manager and his/ her responsibilities in recruiting, motivating, managing, and leading sales team and to frame socially, legally, and ethically acceptable policies and plans for marketing channels.

The course realizes the principles and practices of marketing communications, involving tools used by marketers to inform consumers and to provide a managerial framework for integrated marketing communications planning. This course will help you in evaluating the connection between marketing communications tools, and how each can be used effectively- individually or in an integrated mix.

The course will reinforce the basics of formulating, organising, and conducting marketing research project. It will make you apply and evaluate different sources of marketing information and assess various data collection tech-niques. The course further makes you familiar with methods of data analysis and equip you with skills to write a comprehensive market research report.

Disclaimer - Programme Structure and Curriculum is subject to change at the discretion of IMT CDL and as per the directives issued by regulator.

CURRICULUM

This program structure is applicable for students enrolled in the current session.

 
S. No.Course NameCredits
1Basics of AccountingNon Credit
2Basics of CommunicationNon Credit
3Basics of ManagementNon Credit
Semester – I
S. No.Course NameCredits
1Principle of Economics4
2Management Accounting4
3Marketing Management4
4Business Statistics4
5Managerial Communication4
6Strategic Management4
Semester – II
S. No.Course NameCredits
1Financial Management4
2Organisational Behaviour4
3Operations and Supply Chain Management4
4Elective-I4
5Elective-II4
6Elective-III4
7Elective-IV4
Project Term – 3 Months
S. No.Course NameCredits
1Project4
Total Programme Credits: 56 Credits.

List Of Electives

Area of Specialization – Marketing
S. No.Elective CoursesCredits
1Digital Marketing4
2Retail Management4
3Marketing of Services4
4Consumer Behaviour4
5Sales and Distribution Management4
6Integrated Marketing Communications4
7Marketing Research4
View Table of Contents
 

Disclaimer – Programme Structure and Curriculum is subject to change at the discretion of IMT CDL and as per the directives issued by regulator.

FEE STRUCTURE

PGDM (Executive) ProgrammeSemester-1Semester-2
Tuition Fee39,50039,500
Alumni Fee1000
Total Fee40,50039,500

Payment Schedule

The fee for all the programmes is payable at the beginning of every semester. Study material would be sent only after the fee is received by IMT CDL. Failure to deposit the fee would debar the candidate from attending Online/Offline Learning Sessions (OLS) and continued failure would result in getting debarred from the programmes. The students are required to ensure timely payment of the fee.

Note:

  • Every student is expected to pay semester-wise fee in January and July every year for the entire programme duration. If a student does not pay the fee payable in the concerned semester by the prescribed date the student will have to pay the fee along with a fine of Rs. 2500.
  • There is an additional Exam Fee for International Location. If a student is appearing for exam at an International location, then a fee of Rs. 2500 per exam has to be paid for each exam.

Mode of Payments

Payment through Demand Draft

Payments are accepted through Demand Draft, in favour of IMT CDL, payable at Delhi. The draft may be couriered to IMT CDL Ghaziabad, Head Office.

Online Payment

Students can deposit all types of fees through online mode also.

Scholarship

  • Scholarship shall be given to serving/retired defense personnel (Army, Air Force and Navy personnel only), SC/ST, War Widows and Handicapped Candidates in the case of the PGDM and PGCM only.
  • Category for scholarship once indicated in the admission form shall not be allowed to be changed

Application Forms, duly completed, may also be sent to:

Coordinator – Admissions
IMT-Centre for Distance Learning,
A-16, Site-3, UPSIDC Industrial Area, Meerut Road, Ghaziabad – 201 003

Note:

Students are advised not to submit any fee payment through cash.

General Information

  • All policies, rules, regulations, fee structure, syllabus, facilities, etc. are subject to review and change from time to time as per requirement. The changed policies, rules, etc. shall be binding on all the students.
  • Any dispute is subject to the jurisdiction of Ghaziabad court only.
  • IMT CDL reserves the right to change fee structure from time to time. The revised fee would be applicable to all the students.

ASSESSMENT

Evaluation

IMT CDL evaluation system has two components: Assignment (30 marks) and End Term Examination (70 marks). The student has to submit the assignments during the semester while examinations will be held at the end of semester. The examination will be held at designated centres.

Examinations

The End-Term Examination (ETE) is held at the end of every semester.

Components of ETE:

The following components will comprise the ETE for each course:

– Analytical and conceptual comprehension through multiple choice questions.

– Case or problem-solving exercises.

Assignments

Assignments are a very important aspect of the assessment system and an excellent tool for continuous evaluation. Two Assignments are conducted during the semester for each course. The assignments get activated in the student information system during the semester as per announced timelines. Students have to mandatorily submit their assignments before the commencement of the End-Term Examination.

Weightage: Assignment (30 marks) and End Term Examination (70 marks)

Passing criteria:

  • To be declared as ‘Pass’ in a course a student should secure 40% marks in aggregate (Assignments and ETE combined) with minimum 25 marks in ETE.
  • Student has to attempt two assignments of 15 marks each for each course. No minimum marks are to be secured in assignment to be declared as ‘Pass’ in a course.
  • Project is to be submitted by the student in final semester in Two Year PGDM and 15 months PGDM (Executive) programme. The student should secure minimum 40% marks in Project Work in order to be declared as ‘Pass’.
  • In PGCM programme, student has to appear for comprehensive Viva Voce in the final semester. The student should secure minimum 40% marks in Viva Voce in order to be declared as ‘Pass’.

Scholastic achievement

  • Pass with Distinction: Students with an aggregate percentage of 75% marks or above
  • Pass with 1st Division: Students with an aggregate percentage of 60% marks
  • Pass: Students with an aggregate percentage of below 60% marks and up to 40% marks
  • Students aggregating less than 40% marks are not eligible for award of Diploma/Certificate.