Global Online Executive Certificate Program on Valuing Stakeholders Engagement
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Program Title: Executive Certificate Program on Valuing Stakeholders Engagement
Program led by: Dr. V. Kumar (VK)
Mode of the Program: Online
Duration: 15 Hrs
Proposed Program start date: 28 February 2026.
Eligibility criteria of the Participants: Designed for senior leaders, marketers, strategists, and decision-makers committed to driving measurable stakeholder value.
About the Program:
A15-hour Global Online Executive Education Program on Valuing Stakeholders Engagement program content will focus on connecting brands, customers, employees, firms and the shareholders and how to create value alignment between all entities to maximize wealth for the firm and wellbeing for stakeholders. The topics will cover Customer Engagement, Customer Lifetime Value, Customer Referral Value, Customer Influence Value, Customer Knowledge Value, Customer Brand Value, Salesperson Lifetime Value, Employee Engagement, and Shareholder Value. Hands on problem solving and real-world implementation cases will be discussed to connect Brands with customers. The session on salesperson lifetime value will deep dive into optimizing salesforce performance through effective management strategies. Participants will examine techniques for motivating and retaining high-performing teams and leveraging technology to enhance sales processes.
The program is planned as a 15-hour global online certification program, to be conducted over five weeks (on Sundays, 6 P.M. to 9 P.M.), with three-hour sessions each week on the IIM Mumbai online platform
The proposed start date for the program is 28 February 2026.
Overview:
We will take the viewpoint of the general manager, senior marketing executive, and midlevel managers to address the issues of:
- Positioning the business to achieve a superior value proposition
- Identifying and pursuing organic growth opportunities through Engagemen
- Developing a data-driven customer management culture
- Linking customer engagement to customer profitability
- Understanding, attracting, and keeping valuable customers
- Pitching the right product to the right customer at the right time
- Allocating resources across customers, businesses, segments, and communication channels
- Creating profitable customer referrals in B2C markets
- Creating profitable business references in B2B markets
- Monetizing the feedback from customers
- Using social media to profitability engage customers
- Managing profitable salesperson engagement
The broad topics to be covered as follows:
Session 1 Introduction to Customer Engagement Value Framework
Session 2 Customer Engagement Value (CEV) and Customer Lifetime Value (CLV)
Session 3 Measuring and Maximizing Customer Engagement (Part I)
Sessions 4 & 5 Measuring and Maximizing Customer Engagement (Part II)
Sessions 6 & 7 Measuring and Maximizing Customer Engagement (Part III)
Session 8 Measuring and Maximizing Customer Engagement (Part IV)
Session 9 Brand Engagement
Session 10 Engaging other stakeholders
About Dr. V. Kumar (VK)
Dr. V. Kumar (VK) is a globally recognized marketing pioneer—selected as one of only eight “Legends in Marketing” alongside Philip Kotler and other icons. He served as Editor-in-Chief of the Journal of Marketing (2014–2018) and has earned the AMA Foundation’s Charles Coolidge Parlin Award (2022), the AMA Higher Education SIG Lifetime Achievement Award (2019), and induction into the inaugural Analytics Hall of Fame (2019). He has held distinguished faculty roles at leading U.S. universities (University of Houston, University of Connecticut, Georgia State University, St. John’s), is a Fellow of the American Marketing Association, and has been recognized with premier international fellowships and honors (e.g., Chang Jiang Scholar, China; Lee Kong Chian Fellow, Singapore; Regents’ Professor, University System of Georgia, USA).
A prolific scholar and practitioner, VK has published 350+ works and 35 books, with sustained top-tier journal impact and 20+ major best-paper awards and over 20+ lifetime achievement awards. The AMA has instituted an award in his name for doctoral student mentoring service to marketing scholarship; he has taught in 30+ countries, supervised 16 award-winning PhDs, served on numerous corporate boards and 12 editorial review boards, and led implementations of marketing science models that generated over $2B in incremental revenue for firms.
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