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Pathway to Chief Marketing Officer

Dates

Oct 19, 2024 - Mar 23, 2025
Fee

INR 8,50,000 + taxes
Format

On-Campus and Live Virtual
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Overview

Overview
Curriculum
Faculty
Executive Benefits

Download Curriculum Guide Download Brochure

Summary

Chief Marketing Officers (CMOs) have now been elevated from drivers of competitive and market intelligence to architects of strategic roadmaps for their organisations. The Advanced Leadership Programme - Pathway to CMO empowers aspiring CMOs and senior marketing executives with actionable insights to orchestrate impeccable growth strategies, laying the foundation for them to be CMO office-ready.

Key Benefits

The programme transforms participants into marketing thought leaders by developing critical skills and leveraging insights from behavioural science, economics, and analytics. Participants will master customer-centricity, understand evolving customer preferences, and excel in the dynamic CMO role. They will learn how to enhance performance across marketing channels, harness AI and emerging technologies, lead digital transformation, and manage brands in domestic and global markets.

Key Takeaways

The programme is designed to build critical skill sets and transform participants into marketing thought leaders. Through research-backed insights on behavioural science, economics, analytics, and more, participants will better understand customer-centricity and customer experience.

Develop a thorough understanding of customer preferences and how they are evolving
Understand the dynamic role of a CMO in today’s fast-changing business landscape
Lead and improve performance across marketing channels
Leverage AI, Machine Learning and other emerging technologies for data gathering and analysis
Lead the digital transformation of your organisation through the marketing lens
Build and manage successful brands in domestic and global markets
Manage end-to-end P&L
Design products, processes, KPIs and organisations with an eye on the future
Learn to be a motivator and visionary leader while effectively navigating crises

Is This Programme For You?

This programme is ideal for high-potential executives looking to create differentiated growth strategies for the organisation through cutting-edge interventions. Ideal candidates include:

Senior marketing executives looking to transition to a CMO role
Emerging and experienced CMOs with a mandate for strategic growth
Senior leaders overseeing product innovation and sales strategies, focused on aligning market needs with revenue growth

Curriculum

Module 1: CMO: The Customer Management Officer

Drawing on the psychology of decision-making, participants will learn how customers behave and the importance of being customer-centric. The module covers the nuances of customer orientation, segmentation, targeting, positioning, and organisational decision-making, among other key concepts. Through a deeper understanding of the building blocks of engagement and experience, participants will be able to establish better consumer service and retention strategies.

Module 2: The Data-driven CMO

This module explores digital marketing and the use of data to make decisions regarding customer lifetime value (CLV). Participants will learn about the importance of value-based pricing and be exposed to multiple pricing strategies. They will also explore performance marketing, SEO and SEM, influencer marketing and CRM frameworks.

Module 3: Business Essentials for CMOs

In this module, participants will hone their skills around the financial implications of marketing decisions, develop a deep understanding of operational efficiencies, and learn how macro, economic, and socio-political environments impact marketing actions. These learnings are pivotal to discovering the scope and depth of marketing operations today and their impact on top and bottom-line growth.

Module 4: The NextGen CMO

This module explores how to manage growth and develop a thorough competitive strategy. Participants will learn how to lead their organisations through digital transformation and how newer tools change customer behaviour. Strategic innovation, new market exploration, market structures, digital business models and the use of emerging technology are some of the other critical aspects covered in this module.

Module 5: CMO as a Knowledge Hub

In this module, participants will explore the performance-oriented skills that enable CMOs to thoroughly understand sales management, advertising and media management, retail, and the use of AI and ML in marketing. They will gain a deeper understanding of core topics such as advertising measurement, media planning and buying, lead generation, global expansion, franchising, and D2C marketing.

Module 6: CMO's Balancing Act

This module delves into how a CMO can build successful and sustainable brands. Participants will also explore the balance a marketing leader should strike between brand management and leveraging the 4Ps – product, promotion, pricing and place. They will explore brand-building strategies, brand equity measurement methods, and brand culture. They will also map the 4Ps to changes in product lifecycle and industry.

Module 7: CMO: The Visionary Leader

The last module prepares participants for boardroom conversations, equips them with the art of storytelling, and teaches them how to secure buy-in from internal stakeholders. It also covers the nuances of crisis management, negotiation, personal brand-building and leading diverse teams. Participants will gain a better understanding of team structures and dynamics, organisational culture, and safety.

Faculty

Pranav Jindal

Associate Professor of Marketing, ISB

Programme Director ALP-CMO

Madhu Viswanathan

Associate Professor of Marketing, ISB

Sripad Devalkar

Associate Professor of Operations Management, ISB

Hemant Kakkar

Associate Professor of Organisational Behaviour, ISB

Shekhar Tomar

Assistant Professor of Economics and Public Policy, ISB

Ramabhadran Thirumalai

Associate Professor of Finance (Practice), ISB

Manish Gangwar

Associate Professor of Marketing, ISB

Siddharth Singh

Associate Professor of Marketing, ISB

Vishal Karungulam

Clinical Assistant Professor of (Teaching), Information Systems, ISB

Nandu Nandkishore

Professor of Practice, ISB

Nirmalya Kumar

Professor of Marketing, Lee Kong Chian School of Business, Singapore Management University, Visiting Faculty, ISB

Kapil Tuli

Professor of Marketing, Lee Kong Chian School of Business, Singapore Management University, Visiting Faculty, ISB

Sundar Bharadwaj

Coca-Cola Company Chair of Marketing and Professor, Terry College of Business, University of Georgia, Visiting Faculty, ISB

Sreedhari Desai

Associate Professor of Organizational Behavior, Crist W. Blackwell Scholar, UNC Kenan-Flagler Business School Visiting Faculty, ISB

V Kumar

Professor of Marketing, and the Goodman Academic-Industry Partnership Professor, Goodman School of Business, Brock University Visiting Faculty, ISB

Ameen Haque

Founder, Storywallahs Visiting Faculty, ISB

CB Bhattacharya

H.J. Zoffer Chair in Sustainability and Ethics, Katz Graduate School of Business, University of Pittsburgh, Visiting Faculty, ISB

N Syam

Robert J. Trulaske, Sr. Professor, Associate Professor of Marketing,
Visiting Faculty, ISB

ISB Certificate

After successful completion of this programme, you will be awarded an ISB Executive Education Certificate, formal recognition of your professional development.

ISB Executive Alumni Benefits

On successful completion of this programme, participants gain the ISB Executive Alumni status.

The privileges of this exclusive community include:

Access to the Executive Alumni portal
Personal ISB e-mail ID
Access to ISB Executive Network LinkedIn Group
Access to the support team over the telephone
20% discount on open executive education programmes

In addition to the above, ISB Executive Alumni are eligible to receive ongoing access to a variety of ISB research, information, and resources.

Please note that the access to the Learning Resource Centre (LRC) has been extended for participants of this programme for use throughout the programme duration. Participants will be liable to pay & procure LRC’s paid content.

Learn More

Pathway to Chief Marketing Officer

Pathway to Chief Marketing Officer

Summary

Key Benefits

Key Takeaways

Is This Programme For You?

Curriculum

Module 1: CMO: The Customer Management Officer

Module 2: The Data-driven CMO

Module 3: Business Essentials for CMOs

Module 4: The NextGen CMO

Module 5: CMO as a Knowledge Hub

Module 6: CMO's Balancing Act

Module 7: CMO: The Visionary Leader

Faculty

Pranav Jindal

Madhu Viswanathan

Sripad Devalkar

Hemant Kakkar

Shekhar Tomar

Ramabhadran Thirumalai

Manish Gangwar

Siddharth Singh

Vishal Karungulam

Nandu Nandkishore

Nirmalya Kumar

Kapil Tuli

Sundar Bharadwaj

Sreedhari Desai

V Kumar

Ameen Haque

CB Bhattacharya

N Syam

ISB Certificate

ISB Executive Alumni Benefits

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Lead your Brand with a Bold Vision

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