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XLRI Xavier School
of Management
C.H. Area(EAST)
Jamshedpur - 831001
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Executive Development Programme in Leadership in Sales & Marketing – The CMO Programme (Batch 1)

Executive Development Programme in Leadership in Sales & Marketing – The CMO Programme (Batch 1)

Course Overview

Course Details

Leadership in Sales & Marketing – The CMO Program is a long term multi-modal program. It is a unique program which will enable senior sales and marketing managers to look at business in a more holistic manner while integrating major functions of management. Program provides a unique blend of theoretical and practical knowledge. It will provide familiarity with new age tools of marketing and a learning environment with academicians, industry leaders and peers. Program also provides a unique opportunity of one -to-one mentoring sessions with industry experts and an opportunity to work on a sales and marketing plan of their own. Program provides an opportunity to network while learning. The following are the key take-aways from the program:  
  • Build Effective, Value-Oriented Marketing Organizations
  • Developing Skills in Tools & Frameworks to formulate and implement effective strategies for competing and growth
  • Appreciating the intricacies of Leadership, marketing structures and Driving Teams
  • Understanding Digital marketing and effective use of analytical tools for effective decision making
  • Integrated approach of sales and marketing management while looking at their effect on other management functions.
  • Dealing with key pain-points in managing marketing function
  • Developing Critical Thinking & Decision Skills for solving organizational problems
  • Improved understanding of financial implications of business decisions

Course Content

Module 1 - Leaders in the Marketing Role (20 hours)
  • Essential Attributes of a Marketing Leader
  • Critical Thinking and Decision-Making methods
  • Creating and leading the winning Team
  • Conflict Management and Resolution
  • Effective problem solving skills
  • Managing change
  • Strategic Visioning
  • Managing Performance
Module 2 - Marketing as Strategy (20 hours)
  • Framework for Marketing Strategy Formulation--The Aspiration and Action Plan
  • The Elements of Value
  • The shifting source of Competitive advantage
  • Rethinking Product and Customers
  • Strategic Marketing Alliances: Analysis, Planning, Implementation and Control
  • Strategies for New Markets
  • Managing Marketing 4.0
  • Designing winning sales and marketing structures (organizational structures)
  • Integrated Planning
Module 3 - Understanding the customer in the digital era (20 hours)
  • Developing and Maintaining a Customer Centric organization
  • Understanding Consumer Behaviour
  • Developing CJM
  • Segmentation, Targeting Positioning in the Digital World
  • Decoding Consumer Satisfaction
  • Important Consumer Metrics
Module 4 - Managing existing and new product portfolios (10 hours)
  • Structuring products: Product Based versus Brand Based
  • Product Line Management-
  • Developing and Managing new products
  • Managing Digital Products
Module 5 - Managing New age Sales Force (15 hours)
  • A model approach to resource requirement and management
  • Sales force structuring and management
  • Territory Management
  • Sales automation for effectiveness and efficiency
Module 6 - Managing price, Profitability and finances (20 hours)
  • Understanding impact of Price on Quantity, Revenue and Price
  • How to price
  • Competition and Price management
  • Understanding the Financial Impact of Marketing Decisions
  • Budgeting and financing
  • Controlling branch based financial functions
  • Managing ROI and other financial matrices
Module 7 –Managing the Go to Market process (15 hours)
  • Market potential vs sales potential analysis
  • Setting the Distribution Agenda
  • Distributors and Retailer Management
  • Important Distributor Metrics
  • Logistics and Supply Management for availability and profitability
Module 8 – Digital Marketing (10 hours)
  • Digital & Social Media Marketing
  • Traditional Media Management
  • Budgeting Issues and media planning
  • Creating & managing Dash Boards
Module 9 – Marketing Control & Agile Marketing (10 hours)
  • The Marketing Plan
  • Measuring Marketing Performance
  • Innovation and Disruption that are Marketing Driven
  • Leveraging existing competencies to further innovation
  • Decision making in the C-Suite
  • Creating customer centricity
Module 10 – Mentoring (6 hours)
  • One session during mid-term
  • Final session after capstone
On-Campus Component This program includes 6 days of on-campus immersion (to be held in XLRI Delhi NCR campus), the dates for which shall be informed to the participants at least one month in advance. Attendance to the On-Campus module is MANDATORY for all participants. The on-campus modules are subjected to the conditions that prevail at the point in time. In event that the Haryana state authorities do not permit such in-person sessions due to the COVID-19 situation (or any such similar circumstances), the sessions planned for the campus component shall be completed online which may lead to an extension of the program duration.    

Who Should Attend

Program is suitable for manager with 15 years of experience who aspire to take leadership roles in sales and marketing. People working in service roles can also apply for the program.

Course Pedagogy

The program will be delivered through a mix of lectures, pre-recorded sessions, in-class discussions, exercises, and case studies as deemed suitable for each topic being covered. There will also be an opportunity to learn from industry experts. All enrolled students will also be provided access to our SLIQ Cloud Campus, through which students may access other learning aids, reference materials, assessments, case studies, projects and assignments as appropriate. Students will have the flexibility to reach out to the professors throughout the course, in real-time during the class or offline, via our SLIQ Cloud Campus to raise questions and clear doubts.  delivered through a mix of lectures


From the beginning of the program participants will work on a marketing plan and will keep on developing the same with the course. At the end of the program, participants will submit the same for the purpose of evaluation. Feedback will be provided on the final submission as well as work done by them during modules.  Participants will be required to plan and apply the concepts, tools, and frameworks covered during the program in the capstone project. Participants will be provided an ongoing assessment for each module of the program which will require them to plan and apply the concepts, tools, and frameworks in their organization during the program. At the end of the program, each participant shall submit project report that will involve application of concepts, tools, and frameworks covered in the program.




This course does not have any sections.

This has been one of my best learning experiences. It has got me to appreciate business management in a better way.The teaching faculty have been brilliant, the TA’s have been approachable and helpful throughout the course and I would rate this course a 10 on 10 when its gauged against other similar courses offered.I have been interacting with the students who are from the other institutes at our Hughes center and I have learnt that none of those courses have the rigor that PGCBM demands. This is something I appreciate about the PGCBM course as this has forced us to study and work hard towards achieving a good grade albeit at a cost. The cost is the toll it has taken in managing the work and personal life as the course has been heavy and requires a focused study of a good 2-3 hours every day on an average. But I believe if it was not so then there would not have been any learning. With regards to the campus component I felt it was brilliantly organized and the effort put in by the VIL team is commendable. The faculty was superb, the accommodation was excellent and the food was an absolute treat.

I thank the entire XLRI team for this and hope to be associated with the XLRI family in the years to come.
Mr. Darshan Krishnamurthy – PGCBM 26

I would like to say a BIG THANK YOU…. for all that you all did when we were on campus.I wish we as HR, can be to our employees what you were to us in that week.It was one of the most hectic week but I loved every bit of it. If another week of campus stay is announced, I will register without a thought! Everything was almost perfect. Hearing, knowing of and admiring XLRI is different from experiencing it. In one word, I lived the most inspiring week of my life in Jamshedpur! Thanks again for everything.
Ms. Anindita Dey – PGCHRM 19

I am very proud to be an alumnus of the great institution ‘XLRI’ that has produced some of the greatest leaders in various fields. To have been taught by the professors at XLRI who are great academicians and who guide many global companies to drive their strategies was indeed a sought-after experience. I am very proud to have been a part of XLRI where students are not just students but managers, strategists and leaders in the making. Being an alumnus of XLRI where values and patriotism are omnipresent even today is one of my biggest achievements.
Ms. Rudrani Nalubolu – PGCHRM-14

I am proud to say that XLRI is my alma mater, and extremely happy to have done so well in the course. The best part about the VIL courses is the quality of teaching – we interact with the finest minds in the subject, and the intellectual stimulation that comes out of classroom discussions is simply mind blowing. I will always remember this one year as one of the most valuable years of my life.
Ms. Pushpa Jagadeesan – PGCHRM-13

I have had a wonderful experience as a student of the program and have learned a lot from my professors and fellow students. There are many options available in the education market to continue your education as a professional. However, the experience, exposure and access to years of research in the field of HR cannot even come close to what one can find at XLRI. Being a part of this institution makes me stand apart in the crowd and to believe in what I stand for as an HR professional. I am proud to call myself an XLRI alumnus and it is my honor to be one.
Godfrey Mitchell – PGCHRM-12

Its been an awesome ride at XLRI.I’ve meet some wonderful friends and meet some great leaders who have helped me take critical decisions of my life.I’ve already been recognized by top companies in my sector with offers from companies as renowned as pepper fry, which i had to let go cause i had a different vision.
Currently i have got an opportunity to lead the HR team of one the companies with not only the biggest vision’s in INDIA but in the world which has a vision to save millions of life’s on a click of a button and i would owe this to XLRI for giving me the XL tag, it certainly counts. i am working as a consultant though for 3 months but the opportunity is what I have always wanted lets just hope i make this count. Cheers!!!. Thanks a ton. Its just the beginning… 
Thanks a ton, Team XL.
Archie D souza – PGCHRM-20

With great pleasure and humility I would like to share this moment of happiness with my Respected Professors and Students.On 18th February 2017, I was honored  with prestigious ‘100 most Impactful CSR Leaders ( A Global Listing)’  by World CSR.The 100 Most Impactful CSR Leaders (Global Listing) is a tribute to those who are missionaries and passionate about CSR. Those Leaders who have believed that CSR Leadership must contribute to Social change are recognized. The World CSR Day pays a tribute to such leaders who are transformation agents. By recognizing Leaders who have contributed value & made a change. Such Leaders who are impactful & believe that there is a MAD (Making A Difference) approach to their workThe approach is driven by passion & commitment towards Social Change.I am really grateful towards  XLRI and  my Great Professors for the wonderful learning that helped me develop a new vision and  better approach to my work.I am a proud student of XLRI PGCHRM -20 Batch.
Kindly convey my gratitude to all the professors and batchmates who have contributed significantly for this achievement.
Vibha Natraj – PGCHRM-20

Wonder why something happens suddenly in our life? Explore not. It’s the lord who connects the dot. Such was the amazing experience when I first came to know about XLRI course. I had a quick glimpse of all the details, and thought why cannot I join this? After working for Indian Air force, for seventeen long years, I made up my mind to be an HR person, so that I can render my long term of experience so far to the organization, where I could get an opportunity to work.
The XLRI PGCHRM -21 courses gave me an extreme outlook, to enhance my HR skills to a large extent. The journey from day one was fantastic. It created a platform for getting to know each other, from different parts of the country. Each XLRI’an had many stories to share and learning experiences. In spite of all the hurdles faced by me professionally & personally during the course completion, I made it a point to succeed in all the areas of assessment. Now, a person with many master degrees in hand, feel proud and happy to say that XLRI has great impact on my career. Now after having so much of learning experience, I had been successful in dealing with many issues in my organization.
I should definitely quote here, an HR person deals with human resources, the most challenging task. It requires really great skill and learning. And I believe, XLRI has rendered me those skills. Now when I look back, I feel my quick judgement of enrolling myself in XLRI then was really a great decision.
Sreenivas.K RH-16142 – PGCHRM-21

I found the course extremely useful for working executives like me. The course coverage was exhaustive with all contemporary issues covered at length. The course pedagogy that included quizzes, assignments, mid-term and end-term exams, ensured that along with conceptual learning we also mastered the application of such concepts in real life situations. It was indeed a privilege to learn from the hugely experienced faculty, most of whom shared deep insights from the corporate world, which made our learning more practical and useful.In order to make the programme even more useful, I would like to suggest the following:
Presently, the immersion programme at XLRI campus is for a week during the entire duration of the programme. This needs to be conducted twice (a total of two weeks) during the programme. Such ‘face-to face’ interaction with the faculty is particularly helpful in having a better grasp of such courses/topics as Labour Laws, IR&PM, Collective Bargaining, Social Research Methods, etc.
On the whole, it was a great learning and enriching experience for me as a professional. I shall continue to have fond memories of the wonderful time spent in the classroom and campus with professors and co-students alike!
Arup Kumar – 26th March, 2017

Thank you all so so much for making our stay in the campus super comfortable and a memorable one. We are back at our work stations loaded with funtastic memories and friendships to be cherished forever.
Thank you all once again.
Ms. Srimoyee Basu – PGCBM 26

Campus Component was most wonderful event and it was an experience for lifetime.I never imagined myself as a student again attending classroom lectures. This was possible because of the Campus Component. Thanks for the wonderful hospitality during our stay.
Mr. Santosh Pawaskar – PGCBM 26

Though it was a VIL platform, but I didn’t observe any lack of quality in the teaching pedagogy. Faculty was always approachable. Studying through this platform was the same as studying at college.
                                           Bhim Sain Mirg – PGCBM-19

Visiting the XLRI campus is one of the most memorable experiences of my life. I appreciate the effort you and the team invested in the 1 year VIL program and CC. Hats off to the team. 
                                       Sonia Singh – PGCHRM 18