The Advanced Certificate in Managing Brands and Marketing Communication is designed, with an aim to provide students with a 360-degree view of various practical and applicable aspects of marketing and brand management. This includes understanding different types of markets, competition, buyer behavior, and brand building. A sound understanding of such fundamentals helps students appreciate concepts of segmentation, targeting, positioning differentiating, pricing, and branding strategies which are necessary to design effective marketing and branding strategies for the organization. The course concludes with sessions on integrated marketing communication and digital marketing which are extremely relevant in the era of the fourth industrial revolution.
About Course
Syllabus
- Introduction to Brand Management
- Brand Image, Brand Identity and Brand Equity
- Brands and Consumers
- Brands and Social Media
- Brand Positioning
- Brand Extension
- Managing Brand Over Time
- Brand Portfolio Management
- Brand Metrics
- Introduction to Integrated Marketing Communication Mix
- IMC: Evolution and Growth
- Understanding Content of Communication
- IMC in the Digital Age – Media Mix
- The Power of Strategy/Big Idea
- Brands with Purpose – Managing Brand Reputations
- IMC – Cases
- Contemporary Issues and Future Trends
Capstone Project
The capstone project is an integral part of the successful program completion and will run throughout the program duration. This project will enable a deep understanding of the subject matter and foster the practical application of the program learning in real-world business scenarios.
About MICA
Established in 1991, MICA is the first residential institute in the country, and perhaps in the Asia- Pacific region, dedicated to meeting the integrated marketing communication needs of the industry, government and community.
The institute provides specialists in the field of communications management. Its spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. The MICA brand assures the delivery of current, reliable and cost-effective communication management skills. Today, MICA is the alma mater of professionals serving in marketing, marketing research, advertising, media and communications-driven businesses.
MICA is amongst the top ranked business schools in India and the very best for all marketing, brand management, media and communication related courses.
About Talentedge
Talentedge is an Ed-Tech firm. We are the first to bring ‘Live & Interactive’ anywhere learning in digital format. Jointly with world’s leading institutes and corporates, we offer courses to working professionals, enabling them to plan their future course of action and fast track their careers. Our ability to recreate classroom type interactions in the virtual world has struck a chord with over 4,50,000 individuals and corporate learners, facilitating a social collaborative learning experience in digital space. We enable working professionals to plan their future course of action and fast track their careers. Talentedge is changing the way India learns. We are also one of the first Ed-Tech organizations to be credited with an ISO: 9001-2008 certification.
Faculty
Dr. Falguni Vasavada-Oza
Dr. Falguni Vasavada is Professor & Chair, Strategic Marketing Area at MICA. She is a double gold medalist with over two decades of teaching experience in the area of Marketing and Advertising. She teaches across programs and also runs online programs in the area of Advertising Management & Public Relations, Marketing & Brand Management for working professionals. She has trained corporate professionals and mentored young entrepreneurs. She has published in International Journals and presented papers in national and international conferences and is involved in international joint research projects in the area of advertising. She is a visiting faculty at management institutes of repute in India and overseas. She is a frequently invited speaker to reputed forums/panels/events and also is a TEDx speaker. Her teaching, research and consultancy interests are in the area of Advertising, Branding, and Social Media. She Speaks on Advertising, Branding, Marketing, Social Media, Personal Branding, Gender Equality, Body Positivity, Women Empowerment, Work Life Balance, Happiness as a Lifestyle and Motivation. In her free time, she loves to read fiction on women, watch movies and cook. And yes she loves social networking and believes in being technologically savvy and therefore is available 360 degrees. She influences through writing for youth and women. Her motto of life is – make the best of whatever you have. Appreciate the positives and live life to the fullest! She holds a Master of Commerce degree and a Ph.D. in Advertising.
Dr. Anita Basalingappa
Dr. Anita Basalingappa is Professor in Marketing and Chairperson – Online Programs. Prior to joining MICA, she was associated with Vishesh Advertising Pvt. Ltd., Bangalore, Indian Institute of Management, Ahmedabad and Karnatak University, Dharwad. Her current areas of interest also include marketing and competition, understanding social media as brands and social media behaviour, marketing decision-making, clothing as communication and CSR. In the past, in 2008, she has also worked on ‘Introducing Common Market Identity’ during her fellowship at Judge Business School and Sidney Sussex College, University of Cambridge, Cambridge, UK. She has been teaching MARKSTRAT, Return on Marketing Investment/Metrics and Measurement in Marketing, Marketing Theory, Customer Relationship Marketing, Services Marketing, Brand Theory and Research and Blue Ocean Strategy Simulation across programmes at MICA since 2004. She has presented and published papers across conferences of repute, serves as a reviewer for various journals and is on the advisory board for a couple of organizations. She has also been guiding doctoral level dissertations since 2010. In addition, she has served as Chairperson of the marketing department for 4 years, Admissions committee for 3 years, FPM Program for 3 years and Research Committee for a year at MICA, apart from being a member on various other committees. She holds a Bachelor of Science (Honours) degree in Mathematics, an MBA in Marketing and a Ph.D. in Customer Relationship Marketing from Karnatak University, Dharwad, India.
Our Alumni
Kalyani Chaudhary
Marketing Executive
Codewalla
Kausar Merchant
Public Relations & Corporate Communications
Louis Vuitton Moët Hennessy India
Pankhuri Kumari
Sr. Manager - Digital Initiatives
RBL Bank
Priyanka Tilve
Marketing and Communication
Sapient Nitro
Anurag Sinha
Portfolio Marketing Manager-WW Business Partner Enablement
IBM India Pvt Ltd
Nitin Uppal
Deputy Manager - Corporate Marketing (Graphics), Mahindra Comviva
BM-02-0616-01
Brand marketing and management are atop every company’s priority list today. These two facets make or break a brand, especially given today’s cut-throat competitive environment. In this context, the Marketing and Brand Management course offered by MICA with Talentedge prepares one to be ahead in the game in a systematic manner. The space is assessed, potential threats are identified and the most viable future road-map is chalked out. The course encourages one to think “out-of-the-box” in order to ensure that every brand gets its moment in the sun in an otherwise crowded space.
Gairik Chanda
Assistant Manager - Advertising & Brand Devt. - East, Bajaj Electricals Ltd
BM-01-1015-01
This has been a wonderful learning experience with Talentedge, pursuing this PG Certificate Program in Marketing & Brand Management from MICA. The level of knowledge imparted by eminent faculties & industry professional is excellent. Also, the level of togetherness that the program co-ordinator has managed to bring about the group, by connecting everyone through various social platforms is absolutely brilliant. Overall, it has been an awesome experience.
Maithili Bandarkar
Marketing, Zimmer Biomet
BM-02-0616-01
I joined this course (Certificate Programme in Brand Management & Advertising) hoping for gaining an insight into advertising. Didn't expect much out of it since it was an online program; however, I was proven wrong. The interaction that I've had with my classmates and the faculty's approach to teaching was way better than other online programs. Dr. Falguni & Dr. Anita had a practical 'learning- oriented' methodology and it was an interactive platform. Aditi, our student relations manager was always available to address our challenges. The class comprised of students across various backgrounds and it was an amazing experience. I'd vote for this one. Good job TalentEdge Team & thanks a tonne to MICA.