General Management Programme

Enhance your managerial effectiveness

2021 EDITION | 9 MONTHS | BLENDED LEARNING FORMAT

The most critical leadership capability today is dynamism. To execute a
high-pressure role effectively demands a fine balance of hard functional
expertise and soft people skills that add extraordinary range to a leader’s
decision-making and executional abilities.

The General Management Programme (GMP) has been successfully

teaching managers how to become effective leaders for twenty years.
High calibre executives will gain deep insights into organisational
dynamics, managing disruption, driving culture and critically, the ability
for self-reflection.

GMP is an intensive programme designed for executives on the verge of

transitioning from functional to general management. Participants will
gain critical perspectives on aspects of finance, marketing, operations
management, business analytics, decision making and negotiation
strategies that let them evolve into a leader with a transformative vision.

Programme Start Date Duration Fee (`)

July 15, 2021 9 months 7,50,000 + GST @18%
BLENDED LEARNING
FOR A NEW WORLD
Executive education reimagined for a
new reality. This programme blends
the best of the world-class on-campus
experience with advanced online
learning, taught by the best minds in
executive education. You will gain skills
to advance your leadership goals and
map your career for future success.
LIVE Virtual Classrooms
Experience a new way of immersive
learning through group discussions,
case reviews, peer networking and
engaging dialogues.
On-Campus Learning
Learn and network with a class of
peers in a 6-day residential phase
that culminates into the conclusion
of the programme.
Active Learning
Test your learning with an Action
Learning Project that shows you how
to apply what you’ve learnt on the
programme in real time.
Adaptable
Learn how to deliver added value to
all partners and stakeholders while
you juggle the new work-life balance
from the safety of your home.
World-Class Faculty
Learn from world-class faculty who
teach at top global B-schools
Alumni Network
Expand your network with ISB’s
40,000+ high-performing alumni
community. Join this group of senior
executives and entrepreneurs spread
across the entire world.
Research-Based Teaching
Learn at India’s most research-
productive B-School. Gain from the
advanced, up-to-date research being
conducted by world-class faculty at ISB.
Certificate
Gain an official certificate of
completion, awarded by the Centre
for Executive Education at ISB, a
prestigious B-School ranked among
the best in the world.
Real-World Application
Learn real-world skills that you can
immediately apply to push the innovation
agenda at your organisation, giving it a
distinct advantage over competitors.
KEY LEARNING TAKEAWAYS

Enhance your personal Develop your capability Learn how to manage

leadership abilities with for empathy and team change in a fast-paced
introspection building landscape

Gain a deeper Build competitive Disrupt with new

understanding of advantage through business models using
negotiator behaviour marketing analytics emerging tech

Master the critical skill Convert insights into Understand how to

of delivering positive opportunities and respond to and recover
customer experiences actionable propositions from a crisis
PROGRAMME BENEFITS

Gain a deeper Master organisational Update your analytical

understanding of your design to drive excellence approaches to strategic
leadership style marketing

Enhance organisational Improve your ability to Achieve alignment between

resources and capabilities lead negotiations more operations strategy and
for competitive advantage effectively service quality

INDUSTRY-WISE PARTICIPANTS
(Over the past 6 years)
Others

ITeS, Professional Media and E-Commerce

Services, and R&D 11 %
4%
FMCG, Conglomerates,
31% 7 % and Retail

12% Development and

Infrastructure

BFSI 20%
15%
Auto and Manufacturing
PARTICIPANT PROFILE AND
SELECTION PROCESS
WHO SHOULD ATTEND
This programme is ideal for working
managers with an experience profile of five
years or more, who are graduates (10+2+3)
or postgraduates in any discipline.
• Participants will be selected on the basis
of assessment of their background,
education qualifications and an interview
• Participants are expected to be a part of
both, online and on-campus modules
SELECTION CRITERIA
The Programme Office evaluates each
applicant’s profile based on several criteria
to ensure that selected participants are well-
rounded individuals, bringing diversity to
The first and second round of application deadlines are on June 14, 2021 and
June 28, 2021 respectively.
the class. Each component of the application
and the interview is important, and selections
will be made on the basis of a combination of
many factors, including but not limited to, and
in no particular order:
• Relevant work experience
• Quality of work experience such as taking
significant responsibility
• Evidence of professional success
• Likelihood of benefiting from the
programme
• Business leadership potential, track record,
traits, attitude/mindset
• Motivation to participate in the programme
• Ability to cope with the rigour of the
programme
• Overall prior academic performance
• Performance in the interview
PROGRAMME DETAILS
Participants will attend virtual Online sessions on a synchronous mode for 9 months (from
July 2021 till March 2022) every week (two sessions of 3 hours each). The programme will
spend a significant portion of the 9 months helping executives learn how to develop their
leadership style by focusing on their personality and building an emphatic yet empathetic
voice as a leader. An Action Learning Project is built into the curriculum and all participants
will need to work on the Action Learning Project. The programme includes two 3-day
residential phases, one in November 2021 and the other in March 2022.

PROGRAMME
JOURNEY

CEO’s Perspectives on
Strategy and Change

Module 1: Strategic Decision Making

Introduction to Action Learning Project (ALP)

Module 2: Marketing

Module 3: Business Analytics

Module 4: Value Creation in Finance

Module 5: Managing Supply Chains in

a Digital World

Module 6: Customer Centricity

CEO’s Perspectives on Ethics
and Responsible Leadership

Module 7: Emerging Technologies

Module 8: Negotiation and Influencing

CEO’s Perspectives on Personal

Leadership Development

Module 9: Growth and Innovation

Module 10: Business Story Telling and

Executive Presence

CEO’s Perspectives on
Building Culture and ALP Review

Module 11: Personal Leadership

Module 12: ALP and Final Presentations

PROGRAMME SCHEDULE

CEO’s Perspective on Strategy and Change ONLINE

Session 1 July 15, 2021

4.00 pm to 7.00 pm IST

Module 1: Strategic Decision Making ONLINE

Session 1 July 17, 2021 Session 2 July 22, 2021

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

Session 3 July 24, 2021 Session 4 July 29, 2021

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

Introduction to Action Learning Project (ALP) ONLINE

Session 1 August 02, 2021

4.00 pm to 5.00 pm IST

Module 2: Marketing ONLINE

Session 1 August 05, 2021 Session 2 August 07, 2021

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

Session 3 August 12, 2021

4.00 pm to 7.00 pm IST

Module 3: Business Analytics ONLINE

Session 1 August 19, 2021 Session 2 August 21, 2021

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

Session 3 August 26, 2021

4.00 pm to 7.00 pm IST

Module 4: Value Creation in Finance ONLINE

Session 1 September 02, 2021 Session 2 September 04, 2021

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

Session 3 September 09, 2021

4.00 pm to 7.00 pm IST
Module 5: Managing Supply Chains in a Digital World ONLINE

Session 1 September 11, 2021 Session 2 September 18, 2021

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

Session 3 September 23, 2021 Session 4 September 25, 2021

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

Module 6: Customer Centricity ONLINE

Session 1 September 30, 2021 Session 2 October 07, 2021

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

Session 3 October 09, 2021

4.00 pm to 7.00 pm IST

CEO’s Perspective on Ethics and Responsible Leadership ONLINE

Session 1 October 19, 2021

4.00 pm to 7.00 pm IST

Module 7: Emerging Technologies ONLINE

Session 1 October 23, 2021 Session 2 October 26, 2021

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

Session 3 October 30, 2021

4.00 pm to 7.00 pm IST

Module 8: Negotiation and Influencing IN-CAMPUS (MOHALI)

Session 1 November 10 - 12, 2021 ALP November 12, 2021

2.5 days Review 1 0.5 day

CEO’s Perspective on Personal Leadership Development ONLINE

Session 1 November 20, 2021

4.00 pm to 7.00 pm IST
Module 9: Growth and Innovation ONLINE

Session 1 November 23, 2021 Session 2 November 29, 2021

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

Session 3 December 04, 2021

4.00 pm to 7.00 pm IST

Module 10: Business Story Telling and Executive Presence ONLINE

Session 1 December 09, 2021 Session 2 December 11, 2021

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

Session 3 December 16, 2021 Session 4 December 23, 2021

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

CEO Perspectives on Building Culture and ALP Review ONLINE

Session 1 January 06, 2022 ALP Review 2 January 22, 2022

4.00 pm to 7.00 pm IST 4.00 pm to 7.00 pm IST

ALP Review 3 February 24, 2022

4.00 pm to 7.00 pm IST

Module 11: Personal Leadership IN-CAMPUS (HYDERABAD)

Session 1 March 03 - 04, 2022

2 days

Module 12: ALP and Final Presentations IN-CAMPUS (HYDERABAD)

Session 1 March 05, 2022

1 day

The in-campus sessions are subject to evolving pandemic situation

*

Programme fee includes food and accommodation at the ISB campus or at an equivalent facility based on
availability.
LEARNING METHODS

Personality
assessment
and debrief

Live webinars
with faculty

Insights with industry

practitioners and faculty

Discussion
blogs

Hands-on
application
exercises

Module-specific
cases and
simulations

Final action
learning project
PROGRAMME STRUCTURE

CEO Perspectives ONLINE

Driving a business forward means gearing your thinking towards that of the top
decision maker - the CEO. You will learn from the unique perspectives of CEOs and
understand and appreciate the challenges and trade-offs across the business value
chain.

You will gain critical perspectives on strategy and change. You will also learn how to
build organisational culture and understand the importance of ethics and responsible
leadership. This module will also introduce you to personal leadership development
from the perspective of a CEO.
Module 1 ONLINE

STRATEGIC DECISION MAKING

Learn to examine and bolster your firm’s strategy to safeguard its long and short-term
competitive position. This module will help you understand how strategic thinking,
strategy formulation and implementation can enable your firm to deliver and sustain
superior performance.

Key concepts
• Assess industry structure and its potential influence on profitability
• Study your firm’s resources and organisational capacity to generate competitive
advantage
• Develop a business strategy based on understanding of market conditions, your
firm’s capabilities and its competitive advantage

Module 2 ONLINE

MARKETING
The focus of this course is strategic marketing, wrapping together all of the marketing
skills. As this is a capstone course in marketing that 'ties everything together' all
marketing mix variables will be discussed in an integrated way, with a focus on the
fundamental, strategic marketing issues that confront senior management.

Key concepts
• Analyse key marketing ideas and phenomena
• Learn how to deliver superior value to customers
• Develop an appreciation for important marketing assets like brands
• Optimise marketing investments, and the process of resource allocation
• Acquire basic skills in analytical approaches to strategic marketing issues
Module 3 ONLINE

BUSINESS ANALYTICS
Learn how analytics is creating opportunities for companies to build a source of
sustainable competitive advantage by increasing efficiencies, lowering costs and
creating value, and in turn transforming and enabling them to target new segments
and disrupt industries.

Key concepts
• Building competitive advantage through marketing analytics
• Marketing analytics: the industry corner
• Pricing analytics
• Managing customers using analytics
• Digital marketing analytics
• Disrupting industries and new business models using analytics and emerging
technologies

Module 4 ONLINE

VALUE CREATION IN FINANCE

Understand the concept of value creation from a stock market perspective. Gain
practical insights into the connection between managerial decisions, strategy and
the metrics for value creation. Discover the linkages between business strategies and
sustainable value creation through a real-life case study.

Key concepts
• Understand the concept of value creation from the stock-market perspective
• Develop your skills in identifying and analysing the metrics for value creation using
information presented in financial statements
• Identify the value drivers and understand the linkages between strategy and value
creation
Module 5 ONLINE

MANAGING SUPPLY CHAINS IN A DIGITAL WORLD

Learn about the quality of your decision making on this module through the case
method. Read case studies and articles in advance, analysing them as though it was
your job as a decision maker to solve the problem outlined in the case study.

Key concepts
• Operational excellence and service quality
• The intrinsic nature of service delivery compared to product
• Alignment between operations strategy and service delivery
• Leveraging value over cost in services
• SERVQUAL framework for gaps in service quality

Module 6 ONLINE

CUSTOMER CENTRICITY
Focus on the approach to doing business that provides a positive customer experience
both at the point of sale and after the sale in order to gain competitive advantage and
drive profit.

Key concepts
• Customer and market orientation; marketing: challenges of change; market leadership:
opportunities and alert signals
• Connecting with customers; reflections on markets; business-to-business marketing
• Understanding customer value; customer value propositions in business markets;
market driven organisations and customer centricity
• Market leadership-price leadership and competition; market analysis for managing
markets; price, profits, and customer value
• Key account management; managing customers for profits and growth; choosing
customers and markets; fighting commoditisation and price wars
Module 7 ONLINE

EMERGING TECHNOLOGIES
Master strategy formulation for the adoption of AI. Understand key strategic
bottlenecks for its implementation and how you can overcome them successfully.
Learn how analytics is creating opportunities for businesses to create a source of
competitive advantage by increasing efficiencies, lowering costs, and increasing value,
in turn transforming them and enabling them to disrupt industries.

Key concepts
• AI as a disruptive technology
• How AI affects competitive advantage
• Strategies to leverage with AI-fuelled disruption
• Strategies to accelerate the adoption of AI in organisations
• The evolution of analytics and Big Data (Descriptive, Predictive, and Prescriptive)
• Understand the uses and pitfalls of AI and Machine Learning
• Discover how analytics creates competitive advantage

Module 8 IN-CAMPUS (MOHALI)

NEGOTIATION AND INFLUENCING

Recognise, understand and analyse essential concepts in negotiation. This module will
highlight the components of an effective negotiation helping you learn how to analyse
your own behaviours during a negotiation to develop optimal solutions to problems.

Key concepts
• Analyse the key issues in negotiation situations
• Develop a strategic plan for effective negotiation
• Gain an intellectual understanding of negotiator behaviour and styles
• Gain confidence and improve your abilities as a negotiator
Module 9 ONLINE

GROWTH AND INNOVATION

Move from a business-as-usual impact to a very clear Leapfrog impact that delivers
exponential results. Create a shift in mindsets around possibility and ability, to enable
individuals and teams to use leapfrog innovation in their own specific context.

Key concepts
• Break free of existing myths around performance
• Internalise what it takes and how to create Leapfrog impact on demand
• Internalise how ‘insighting’ can become a game-changer
• Learn how to conduct deep, lens-shifting insight dialogues
• Convert insights into opportunities and then into actionable propositions
• Learn how to execute in a manner that’s de-risked and that is overwhelmingly biased
towards success

Module 10 ONLINE

BUSINESS STORY TELLING AND EXECUTIVE PRESENCE

The final module focuses on Business Communication, Storytelling and Executive
Presence teaching participants how to leverage well-crafted narratives in a diverse
range of content types. You will learn how to present data and make an impactful story,
communicating with your audiences in informative and engaging ways.

Key concepts
• The art of verbal communication: theoretical foundations
• Storytelling in business and life
• Building presence
• Impact, capture and core values
• Resilience and resolution
• Shine online
• Communication to catalyse personal brand
• Individual speech recitations
Module 11 IN-CAMPUS (HYDERABAD)

PERSONAL LEADERSHIP
This programme is specifically designed to help you lay a strong foundation for your
career by learning to effectively manage yourself and others by developing a right
approach to leadership. The sessions cover broad themes built around introspection,
understanding team dynamics, interpersonal behaviour related to organisational
performance and effectiveness, and change management. Along with virtual
classroom teaching, this module will also feature the 'Big 5 Instrument' and 'Belbin
Evaluation'.

Key concepts
• Understanding yourself and others
• Working effectively in teams
• Active listening and empathy
• Designing your team for excellence
• Leading change and gaining commitment
• Delegation and coaching

Module 12 IN-CAMPUS (HYDERABAD)

ACTION LEARNING PROJECT AND FINAL PRESENTATIONS

A session to demonstrate what you have learned on the programme, this will feature
dialogue with a panel of eminent ISB faculty members on your learnings from the
programme. The dialogue session will be followed by presentations of your Action
Learning Project.

IDENTIFY DEMONSTRATE IMPLEMENT

A suitable project with Disruptive thinking backed Devise and deploy
transformative potential by innovative solutions the plan of action

DEFINE SOLVE
The desired outcome(s) Arrive at solutions that
for the organisation address the challenges
 HOW TO APPLY
Click below to apply to the programme. For more information,
call us on +9140 2300 7041/42 or write to us at execed@isb.edu
or cee@isb.edu.

APPLY NOW

Indian School of Business Hyderabad | Mohali

Marketing Services, Centre for Executive Education
Hyderabad Campus: Gachibowli, Hyderabad - 500 111.
Mohali Campus: Knowledge City, Sector 81, SAS Nagar, Mohali - 140 306.
www.isb.edu/cee | execed@isb.edu | +9140 2300 7041/42

Corporate Identity Number: U80100TG1997NPL036631

ISB CEE reserves the right to make changes in the programme without prior notice.
Please check with marketing services for the final schedule.

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