About the program
The program is designed to equip participants with the requisite knowhow to unlock the power of consumer insights and drive sustainable growth for their organization. Led by renowned faculty with expertise in consumer psychology and strategic marketing, the program will include modules on:
- Introduction to growth hacking
- Customer decision journey
- Market research methods
- Strategic positioning and product differentiation
- Behavioural pricing
- Digital/data-driven marketing and
- Customer experience management
Participants will learn to uncover hidden consumer motivations and identify emerging trends to plan and execute marketing holistically and creatively to ensure resonance with the target customers and achieve the intended business growth
Objectives
- Motivate why it is imperative to base strategic marketing decisions on consumer insights and introduce participants to various market research methods available to obtain such insights.
- Demonstrate how understanding the customer decision journey yields the optimal user experience design, which in turn leads to the desired business outcomes (e.g., ROI in terms of sales growth).
- Help participants understand how an offering should be effectively positioned/differentiated (right combination of the marketing mix) to maximize its chances of success .
- Showcase how the fundamental marketing principles are relevant/useful even in the digital/AIdriven world of today and discuss how the means of executing these principles have evolved
Program duration
This open program is designed for 3 days as a residential program at IIM Udaipur. Being a residential program, the participants will be accommodated in a hotel nearby on a single accommodation basis.
Program content
The following modules will be covered during the program;
- Introduction to Growth Hacking
- Customer Decision Journey and Consumer Psychology Fundamentals
- Market Research Methods (Consumer Insight Mining)
- Strategic Positioning and Product Differentiation
- Behavioural Pricing
- Digital and Data-driven Marketing
- Customer Experience Management
Pedagogy:
- A blend of experiential learning, case studies, and participatory exercises.
Participants’ Profile
- Marketing practitioners and business development executives, especially those associated with MSMEs and growing startups.
- Professionals working in (or those who wish to switch to) the following roles/domains:
- Product management
- Brand marketing
- Business development
- Market research
- Growth hacking
- Digital Marketing
- UI/UX design
Program dates:
Start Date: Monday, January 19, 2026
End Date: Wednesday, January 21, 2026
Early Bird Discount (EBD) till:
December 8, 2025
Last date for application:
January 5, 2026
Last date for withdrawal:
January 5, 2026
Program Fee
INR 75,000/- (+ Applicable GST ) per person for participants from India and its equivalent in US Dollars for participants from other countries
Early Bird Discount
Nominations received with payments on or before December 8, 2025 (Monday) will be entitled to an early bird Discount of 7%. INR 69,750/- (+ Applicable GST)
Group Discount
Group Discount can be availed for a group of 3 or more participants when nominations received from the same organization
IIMU offered additional benefits to encourage women participants across all its programs.
Note
- All enrolments are subject to review and approval by the program director. Kindly do not make your travel plans unless you receive the letter from IIMU.
- The program fee should be received by the Executive Education Office before the program commencement date. In case of cancellations, the fee will be refunded only if a request is received at least 15 days prior to the start of the program.
- If a nomination is not accepted, the fee will be refunded to the person/organization concerned.
Sample Certificate
