Human Resource Management

End Term Project

PGDM-B: Group 9

Submitted To:

Mrinmoy Majumder

Submitted By:

Name Roll Number

Arunit Saraogi 20PGDM083

Rishabh Gupta 20PGDM110

Vaibhav Borlepawar 20PGDM124

Yash Singhal 20PGDM126

Yogesh Jain 20PGDM127

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Table of Contents
FIVE COMPETENCIES FOR MARKETING EXECUTIVE .......................................................... 3
TRAINING DESIGN ................................................................................................................... 3
Training Needs Assessment ................................................................................................... 3
Communication ........................................................................................................................ 4
Learning Objectives ................................................................................................................. 4
Training Method ....................................................................................................................... 4
Analytical thinking ................................................................................................................... 4
Learning Objective ................................................................................................................... 4
Training Method ....................................................................................................................... 5
Leadership................................................................................................................................ 5
Learning Objective ................................................................................................................... 5
Training Method ....................................................................................................................... 5
Managing Conflict .................................................................................................................... 6
Learning Objectives ................................................................................................................. 6
Training Method ....................................................................................................................... 6
Creative and Innovation .......................................................................................................... 7
Learning Objective ................................................................................................................... 7
Training Method ....................................................................................................................... 7
Implementation ........................................................................................................................ 8
Evaluation of the training ........................................................................................................ 8

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 FIVE COMPETENCIES FOR MARKETING EXECUTIVE

Upon discussion among group and our research we identified these five competencies to be
essential for marketing executive:

• Communication
• Analytical thinking
• Managing Conflict
• Leadership
• Creative and Innovation

TRAINING DESIGN

Training Needs Assessment

The person analysis is a method for assessing an individual's training needs and preparation. It
includes answering the following questions:

• Do performance deficiencies result from a lack of Communication skills or negotiation

skills?
• Who needs training?
• Are these employees ready for training?
The answers to these questions assist the senior manager in determining when training is
necessary and which marketing executive need the training.

Ways to identify how a current employee is doing include:

• Performance appraisals
• Job-related performance data
• Observations by supervisors or other specialists
• Interviews with the employee or his or her supervisor
• Tests of things like job knowledge, skills, and attendance

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 Communication

Learning Objectives
Importance of verbal and non-verbal communication skills for effective negotiation

Training Method
Behavior Modeling involves training sessions in which members watch others demonstrate the
desired behavior and then can experience it themselves. A training schedule might, for example,
consist of several days of four-hour sessions, each focused on a different interpersonal ability,
such as communication or coaching.

Organizations can benefit from behavior modeling in a variety of ways. The development of good
leaders is a critical need in organizations. When combined with video approaches, modelling
continues to hold some promise for improving leadership skills.
In-Person (Instructor-Led Training) - On-site training at your location
Virtual (Instructor-Led Training) -Live, remote training via the video conferencing platform

Training outcome –
• Others to communicate, empower, and inspire
• To create or restore faith, connect authentically.
• Create connections by being an effective listener who shows sensitivity and seeks
common ground.
• Using narrative and metaphors to involve you in strategy discussions, put evidence to life,
and make emotional connections.

Breaking training materials into small pieces that are easier to understand. Participants can see
their own styles, attitudes, abilities, and shortcomings and gain knowledge from this first-hand
experience. People who see themselves in motion are reminded that experience will help them
improve.

Analytical thinking

Learning Objective
To ensure employees can gather information, articulate, visualize and solve complex problems
and take effective decisions.

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Training Method
Now a day’s analytical skills are becoming a necessity for every single employee in every job role.
It is every employee’s job to effectively solve problems in today’s lean, flat organizations.
Analytical thinking is viewed as common skill, but it is not necessarily innate and thus some
training is required to be effective.

Workshop on Analytical Thinking should be designed to enable employees to think in an analytical

manner: To create personalized learning experience, an experiential workshop should be
organized that uses engaging facilitation and follow-up. The objective of the program is to enable
employees to gain expertise in 3 essential and primitive business areas: Risk management,
decision making and problem solving, thus enabling them to engage in analytical thinking.

For these three areas different case-based simulations should be carried out in which employee
will learn how to analyze the data for decision making, problem solving and risk management. To
make it more relevant company can take situations raised in the past in company itself or in
companies working in same domain. This will help employee face more practical situations, and
this will help them learn how to articulate, visualize, and solve complex problems and take
effective decisions.

Assessment of Analytical thinking workshop:

• Whether he can solve problem through analytical thinking?
• Is he able to apply strategies to avoid emotional triggers which can hamper his objective
thinking?
• Is he able to implement data driven decision-making techniques?
• Can he use strategies for negotiating among variables and conditions?

Leadership

Learning Objective

To enhance the leadership competency so that they can inspire each team member in ways that
are meaningful to them, while also bringing the entire team together to achieve vision of the
company.

Training Method

Every marketing manager oversees leading a team to accomplish a specific objective and
complete the tasks that have been assigned to them. As a result, they are expected to always get
the best out of their team. Good leaders encourage their employees to try new things and push
themselves. It is not about using force; it is about getting people excited about a concept. Leaders
can explain something's value in a compelling, straightforward way.

Leading by example is also a very powerful tool for instilling in team members the same mindset,
thought, and encouragement as their leader, which top leaders and managers consider to be
present in employees. Marketers, like all leaders, must take the initiative and be decisive. In
certain situations, you just have a small window of time to act. Marketers must be able to seize

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the opportunity. There are four steps that can help an organization, including the marketing team,
develop great leaders:

1. Determine what leadership success looks like in marketing and other departments. Then,
choose a predictive assessment tool some of which are available online, to identify
strengths and future fitness for leadership.
2. No matter the results of the predictive assessment, find opportunities to test marketers
with responsibilities that challenge them.
3. Teach employees the value of networking. Marketing managers need to know how to sell
products and services. They also need to understand how to market themselves.
Networking requires a related handful of skills, including stage presence and concision.
4. Find ways to encourage process ownership. CEO or other top managers can look for
opportunities to instil an ownership mentality. They can give workers a sensible amount
of authority to act. Allow employees to use different tools or workflows if it delivers results.

Managing Conflict

Learning Objectives
i) To find best and peaceful solution to different situations.
ii) To understand more about those whose beliefs, ideas and background may be little
different from our own.

Training Method

To provide training to employees for Managing Conflict our approach will be to train them by
making them solve different case study. We know that in order to solve a conflict, we will need to
look at the conflict from our opponent’s point of view as well and learn more about that person or
group’s perspective and motivations.

As to manage a conflict first it is important to understand what the conflict is and thereby making
them solve different case studies and dividing them into teams, will help them to understand the
conflict, communicate with the opposition, Brainstorm possible resolution, choose the best
resolution, explore alternatives, cope with stressful situations and pressure tactics.

It will be an experimental training that will use online pre-work, engaging facilitation, and will also
be online follow-up to create a personalized learning experience. It will also make use of
psychometric behavioral assessment named Productive Conflict Profile that will make managers
aware of how their behavioral style influences conflict situations.

Additionally, we propose to organize monthly workshops wherein the above-mentioned training

of the employees would take place

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Conflict management Program Outcomes:

i) Understanding the significance of productive conflict in teams.

ii) Discover an individual’s behavioural style and the role it has in productive conflict.
iii) Coming up with methods to facilitate and thereby promote productive conflict and
cohesiveness in a team.
iv) Identifying conflicts in early stages.
v) Identifying factors that lead to conflict and various strategies to resolve them.
vi) Demonstrate the ability to manage conflicts with tact and diplomacy.
vii) Enhancing an individual’s negotiation skills in conflict situations.
viii) Appraise individual effectiveness by way of successful conflict management.

Creative and Innovation

Learning Objective

• To provide specialists and managers with creative thinking techniques that they can use
to solve problems and generate ideas at their workplace.

• Real life work opportunities and problems can also be built into the training, to help
generate some potential solutions and ideas that they can implement at work.

Training Method
This training can be done through Case – study method. Training to employees for creative and
innovation will help them to get some knowledge on how to use a range of creative thinking
methods, techniques, and tools to solve problems and generate ideas. They will also get
opportunity to apply the tools and methods to generate ideas for improving areas of their own
work. This training will help them to introduce themselves to the world of innovation. This training
will also help employee to see how people think and what they can do to flourish their own ability
to be creative.

Training will also include creative thinking activities, small group practical problem solving, group
feedback and review.

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 Implementation

There are some basic rules for developing lesson plans:

• There should be proper sequencing of learning.

• The training manger should prepare an instructor guide
• The training manager should ensure that the morning sessions are used for difficult topics,
subject to proper sequencing
Often companies hire executive trainers to help their top executives improve their performance.
An executive coach is a third-party expert who interviews the executive's boss, colleagues,
managers, and (in some cases) family members to determine the executive's strengths and
limitations, as well as to provide advice on how to maximize those strengths and solve
weaknesses.

Evaluation of the training

Training results can be measured in four different ways:

1. Reaction- This is the level at which you assess how well the learners react to the teaching. To
determine if the requirements for learning were met, ask participants to complete a brief survey
or input forms and assess their reactions to instruction. Did they like the program? Were they
satisfied with the outcome?

2. Learning- the second stage is to determine what the participants learned from the preparation.
Practical assessments or brief quizzes before and after preparation are often used to determine
this.

3. Behavior- This is the stage that occurs after the preparation has been completed. At this point,
you attempt to determine if the participants applied what they learned in their job positions. This
can be accomplished by either challenging participants to complete self-assessments or by
having their supervisor formally evaluate them.

4. Result- Finally, you would assess whether the preparation meets the needs of the clients by
calculating the return on expectation, also known as ROE.