• Date
  • Duration
    3 days
  • Fee
    INR 1,30,000 + taxes
  • Format
    On-Campus (Hyderabad)
  • Applications Closed
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In today’s complex business environment, achieving customer centricity is a formidable challenge for enterprises and marketers. With the rise of the connected customer, the challenge has multiplied exponentially, increasing the touchpoints and channels that customers use to engage with brands. This challenge necessitates businesses to adopt data-driven customer centricity that pervades their organisations beyond the marketing realm.

The Modern Marketing Organisations programme by ISB Executive Education is designed to address these pressing challenges faced by business leaders. The programme’s frameworks divide value creation into two categories: new value stacks for customers and new value stacks for enterprises. Understanding this taxonomy is the first step in articulating a marketing value proposition that aligns with the company’s growth strategy. The programme helps customer-focused functions and enterprise leadership not only mitigate the effects of an ever-changing marketplace but also capitalise on opportunities that disruptions present.

Through practical case studies, faculty presentations, toolkits, and frameworks, participants in the programme gain a transformative understanding of go-to-market paradigms. The programme helps marketing teams become more agile, interdependent, and accountable for driving organisational growth. It enables participants to capitalise on new growth opportunities, understand value creation, and articulate marketing value propositions that align with their organisation’s growth strategy. Ultimately, the Modern Marketing Organisation programme helps leaders transform their marketing functions to drive the bottom line and contribute to the growth story.

Key Takeaways

  • Explore steps for successful product development, structured go-to-market strategies, and value pricing
  • Gain unique marketing and customer insights across functional silos such as HR, Finance, Sales, R&D, service, and organisations
  • Develop strategies for new product introductions in pioneering markets and strategies for entering markets as a late entrant
  • Gain an understanding of volume growth and profit growth strategies for established and mature markets 
  • Explore strategies for market defense 
  • Adopt best practices in integrating marketing execution for a multi-dimensional plan 

Who Should Attend

  • CMO and VP’s of marketing from large and medium-sized firms
  • Executives responsible for digitally transforming the marketing function
  • Sales, product, marketing directors/ managers from medium to large firms
  • Presidents and vice-presidents of smaller marketing firms
  • Business strategy managers who help craft market-oriented strategies
  • Managers who want to build or improve their skills related to developing new brands, managing, and growing existing brands, and/ or revitalising fading brands
  • Marketing and sales managers who want to sharpen their brand management skills
  • Senior executives from business, product, finance, operations, HR, technology teams who recognise the importance of branding for the company, and play a role in deciding GTM and budgets and want to be better grounded in the concepts and tools of brand management

Learning Experience

ISB Executive Education programmes are replete with distinctive teaching methodologies and an intense and challenging learning environment that pushes participants’ learning horizons beyond their pre-existing beliefs. Through lectures from distinguished faculty, local and global case studies, business simulations, and group discussions with extraordinary peers from a broad range of industries, regions, and functions, you will be equipped with the strategies, tools and insights required to transform your thinking and achieve ambitious business objectives. You will return to your organisation, fully ready to apply what you have learned. You will also take with you a rich network of relationships that will enrich your personal and professional lives long after you complete the programme.


This programme will be held on campus.

Experience learning in state-of-the-art classrooms and campus facilities designed to create an environment conducive to sparking self-reflection, innovation, and collaboration.

Admission Criteria and Selection

We admit candidates to upcoming sessions on a rolling (first come first served), space-available basis, and encourage you to apply as early as possible to secure your seat in the programme. 

Programme content, dates, schedule, fees, delivery platforms, and faculty are subject to change. Programme fee includes food and accommodation at the ISB campus or at an equivalent facility based on availability.

Programme Curriculum

Module 1: Motivation for a Modern Marketing Organisation - Tensions and opportunities and value-creation strategies for customers: An Overview

  • Understand the challenges faced by the marketing function
  • Explore opportunities provided by marketplace changes
  • Identify foundational and new benefit expectations of customers
  • Get an overview of new value-stacks for customers to deliver new benefits expected by customers


ISB faculty includes leading academics with credentials and teaching experience from top global business schools as well as accomplished practitioners who have managed large enterprises.


Sundar Bharadwaj

The Coca-Cola Company Chair Professor of Marketing, University of Georgia; Research Scholar, 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 Network

On successful completion of this programme, you will be a part of the ISB Executive Network, a vast community of senior executives and entrepreneurs across the globe.

The benefits of the ISB Executive Network include:

  • Access to ISB Executive Network LinkedIn Group
  • Access to support e-mail ID
  • 10% discount on open executive education programmes
  • Newsletters

Participant Stories

Understanding New Value Stacks

The programme helps you articulate marketing value proposition aligned to company growth

Rasagnya Shankar Reddy
Co-Founder, RGV Brewing

Deliver and Maximise Customer Value

Adopting a data-driven approach to customer-centricity and gaining competitive advantage

Sarthak Pradhan
Head of Operations, Sajag Securities Pvt Ltd

Drive Organisational Value

Transform the marketing function and contribute to your company's growth story

Miling Shah
Head - Brand Marketing, MG MOTOR India

Diverse Perspectives on Marketing

The diversity of the cohort enables the sharing of best tools, practices, and frameworks

Ritika Sikand
Head - Brand and Marketing, TAJ SATS

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