Indian School of Business (ISB)

Marketing Excellence for Strategic Competitive Advantage

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About the course

This programme provides marketing professionals with a broad understanding of the challenges of highly competitive markets and sees these challenges through a customer-value lens. The aim of this programme is to enable you to use marketing strategies and frameworks as a conduit for building long-term profitable relationships with customers.


  • Customer-facing marketing processes for value creation
  • Challenges and implications of ‘connected customers’
  • Making customer-centricity profitable
  • Developing sustainable competitive advantages in business
  • Managing the marketing mix in a competitive environment
  • Reflecting on the past shaping the future

Trust the experts

Nirmal Gupta

Nirmal Gupta’s knowledge on the Indian marketing scene just bowls you over. He is a prof who can very unassumingly engage you in a class discussion when he goes about substantiating his arguments with data about the Indian advertising and Marketing scene. We at Great Lakes, were just listening in...


Rajendra Srivastava

Rajendra Srivastava is the Dean of the Indian School of Business (ISB) and the Novartis Professor of Marketing strategy and Innovation. He comes with an experience of over 30 years as an academic and administrator. He has held several tenured faculty and administrative positions during his career...


Course reviews

CEO / Board Member from United Arab Emirates 2018

Course quality: excellent
Instructors: excellent
Other (e.g. materials, infrastructure): very good
Industry:travel and hospitality

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