Post Graduate Certificate Programme for Emerging CBOs (Batch 1)
Associate for Technical and Student Support: VC NOW
The Modern-Day CBO: A Mastermind of Strategy, Efficiency, and Innovation
In today’s fast-paced business landscape, the Chief Business Officer (CBO) plays a pivotal role in steering organisations towards sustainable growth and innovation. As a key strategic leader, the CBO is responsible for aligning business goals with market demands, ensuring that every decision made is in service of the company’s long-term vision. Their ability to anticipate trends and pivot strategies accordingly is essential in maintaining a competitive edge.
Beyond strategy, CBOs are the masterminds behind operational efficiency. They oversee the seamless integration of various departments, optimising processes, and ensuring that resources are utilised to their fullest potential. By driving collaboration and removing inefficiencies, CBOs help the organisation operate like a well-oiled machine, maximising profitability and productivity.
Innovation is the heartbeat of the modern CBO’s role. They champion new ideas, spearhead digital transformation initiatives, and explore untapped markets to propel the business forward. In a world where change is the only constant, CBOs are the catalysts who ensure that their organisations not only adapt but thrive in the face of evolving challenges.
Programme Contents
Module 01: Strategic Leadership Foundations
- Leadership Paradigm: Leading the Organization and People Beyond Current Capabilities
- Operational Paradigm: Integrating Finance, Sales, Marketing, Brand, and Product Functions
- Market Paradigm: Shaping Future Markets
- Dynamics of Economic and Business Landscape
- Transformational Leadership and CBO Perspective
Module 02: Marketing Strategy and Customer Insights
- Discovering New Markets and Market Sizing
- Marketing planning – Adjustments and Optimization and Budget allocation
- Market Segmentation, Personas, and Value Propositions
- Customer Journey Mapping and Experience
- Customer Acquisition, Lead Generation, and customer Insights
- ROI Analysis: Customer Lifetime Value, Customer Acquisition Cost (CAC), Conversion Ratios, CRM
Module 03: Sales Strategy and Planning for CBOs
- Sales Strategy Development
- Sales Planning and Forecasting
- Negotiation and Persuasion Strategies
- Selling Skills for Retail and B2B Customers
- Sales Team Management and Performance Appraisal
Module 04: Digital Marketing and Brand Management
- Strategic Brand Management & Valuation
- Digital Transformation and Social Media Marketing Strategies
- Online Reputation Management
- Search Engine Optimization (SEO) and Google Analytics
- Search Engine Marketing (SEM)
- Social Media Marketing (SMM) and B2B
- Digital Marketing channels Metrics
- Marketing on LinkedIn
- Text Analytics and AI & ML Tools for Marketing
Module 05: Marketing Campaign Management
- Marketing Communication and Messaging
- Media Mix, Messaging, and Promotion
- Packaging, Bundling, and Communication in the Digital Era
- Go-to-Market Strategy and Distribution Planning
Module 06: B2B Sales and Value Proposition
- Understanding B2B Buying Behavior
- Market Segmentation and Online B2B Marketing
- Managing Key Opinion Leaders
- Pipeline Management Strategies for Key Account Management (KAM)
- Delivering Value in B2B Context
Module 07: Product Management and Branding
- Design and Thinking Framework
- Product Management for E-commerce, Cloud, and SaaS Platforms
- Metrics for Product Management
- Competitive Strategy and Brand Development
- Pricing Models
Module 08: Financial Acumen for CBOs
- Managing Business Metrics
- Interpreting Financial Statements
- Pricing Strategies and Decisions
- Understanding Cash Flows and Cost Management
- Leading a Profit & Loss (P&L)
- Project Finance and Business Models
Module 09: Operations & Business Excellence
- Operational Efficiency
- Quality Management
- Business Process Reengineering
- Risk Management
- Strategic Planning
- Project Management
- Change Management
- Supply Chain Optimization
- Business Process Analytics
- Continuous Improvement
Module 10: MarTech & Digital Sales Tools and Platforms
- Comprehending the Customer Journey – Acquisition, Administration, and Retention
- Utilizing MarTech and AI for Customer Acquisition: Segmentation, Email Marketing, Digital Promotion, Social-Media, and Programmatic Advertising
- Harnessing MarTech and AI for Customer Administration: CRM, Predictive Analytics, Customer Support, Customer Experience Enhancement, and Personalization
Module 11: Advanced Marketing Trends & Strategy
- Marketing to Gen Z
- AI and ML for Marketing
- Data Driven Marketing
- Account based Marketing
- Conversational Marketing
- Neuromarketing
- Exploring AR, VR, and Metaverse for Sales & Marketing Managers
Please Note: Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/adapted to fit the participant profile; programme hours.
Duration & Number of Session Hours
Duration: 12 Months
Number of Hours: Approx. 150 hours
Number of Sessions (75 Minutes each): 120 sessions
Online: sessions: 100 sessions
On Campus: Around 20 Sessions
On-campus orientation module of Six days duration:
06 residential days at the IIM Indore’s Indore Campus
One or two sessions from some of the courses will become part of the on-campus orientation module. In case the on-campus module is not conducted due to Covid situation, the same will be included in the total number of sessions.
*The programme duration may be slightly extended due to unavoidable situations.
Pedagogy
• Interactive Case & Discussion methods
• Hands-on assignments, projects, and simulations for applied learning and analytical processes.
• Balancing theory and practice, enabling multi-dimensional programme analyses through immersive experiences.
Assessment
Performance of participants will be monitored on a continuous evaluation basis through quizzes, assignments, tests and examinations. The participant is required to score minimum marks/grades as decided by the Institute from time to time to complete the course.
Certification
Successful Completion Certificate by IIM Indore in a valedictory ceremony to be held on the campus.
Eligibility Criteria
Diploma (10+2+3)/ Graduate/ Postgraduate from Universities recognized by Association of Indian Universities with minimum 50% marks in either Diploma or graduation or post-graduation (or its equivalent) with at least Five years of post- graduate work experience.
How the Courses will be delivered:
- Courses will be delivered through on-line mode using an appropriate technology& synchronized platform. Lectures will be delivered through broadband based technology involving two-way audio and video communication.
- Sessions will be held once a week, generally at weekends.
- Participants can attend sessions directly from their desktop/laptop (Direct-2-device).
- Participants will be provided with reading materials etc. for each course. They may also interact with the concerned faculty through e-mails/ chat mode.
The academic sessions will start from February 2024. Sessions will be held on Sundays. The timing of the sessions:
Sunday, First session : 9:00 am to 10:15 am
Sunday, Second session : 10:30am to 11:45 am
Sunday, Third session : 12:00 pm to 1:15 pm
The time gap between two consecutive sessions is to give the participants a break. On some days, the classes may extend beyond the mentioned time. In addition to attending interactive sessions, participants must undertake online quizzes, assignments, and examinations.
Programme Activity Timelines
| Application Closure | February 2025 |
| Estimated date for Academic Orientation | March 2025 |
| Tentative Programme End Date | March 2026 |
Total Fees and Payment Schedule*
| Application Fees paid at time of applying * | 10,000 |
| Programme Fee (1st instalment) payable at the time of admission (excluding GST) | 1,00,000 |
| Program Fee (2nd Instalment) payable within
three months of admission (excluding GST) |
1,00,000 |
| Programme Fee (3rd Instalment) payable within six months of admission (excluding GST) | 91,000 |
| Programme Fee (4th Instalment) payable within six months of admission (excluding GST) | 84,000 |
| Total (exclusive of GST) | 3,85,000/- |
| Overall Fees (including GST @ 18%) | 4,54,300/- |
*In case a participant profile is rejected by the institute, INR 7000/- is refunded to the participant and INR 3000/- of registration fees is non-refundable
Student Privileges
The participants who will complete the programme successfully will be eligible for the Executive Education Alumni status of IIM Indore. They will require to apply separately along with the necessary fee to register their name. Current alumni membership plans are as follows:
- 2-year membership – INR 1000/- + applicable taxes,
- Lifetime membership – INR 10,000/- + applicable taxes,
Benefits available to Executive Education Alumni:
1) Communication of brochures and newsletters from IIM Indore
2) Access to the IIM Indore Campus Library (onsite access only)
3) Official email ID of the institute
4) ID Card.
Mere successful completion of the programme, application submission, and fee does not entitle a participant to be eligible for executive education alumni status. IIM Indore reserves the right to confer executive education alumni status.
IIM Indore reserves the right to modify the above conditions at its discretion at any time without notice. Only the courts at Indore will have the territorial jurisdiction to try any disputes arising in respect of the Executive Alumni membership being granted.
Apply now link – https://iimindore.vcrvcnow.in/CBO-01/student-registration/lms.php
Webpage/brochure link – https://iimindore.vcnow.in/cbo/
Please note that IIM Indore reserves the right to change the programme design, format, number of sessions, certificate format, terms in the programme or can incorporate any such change deemed necessary by the institute without prior intimation.