Book Free 1 on 1 session with our counsellors

Last date of application: 09/07/2020

Book Free 1 on 1 session with our counsellors

Last date of application: 09/07/2020

MICA Alumni status

Gain MICA Alumni status on the successful completion of the course

Learn from the best at MICA

Lectures imparted by experienced and eminent professors from MICA

Integrated Marketing Communication

Learn integrated marketing communication, which is extremely relevant in the growing e-world

Get a PG Certificate from MICA

On successful completion of the course, get a PG Certificate in Marketing and Brand Management from MICA

360-degree view of brand management & marketing communication

Understand different types of strategies to manage brands and how to communicate the message effectively to the target audience

Pedagogy comprising Case Studies and Real Examples from the Industry

Gain practical knowledge with real case studies and current examples from the Industry


  • Marketing managers & Sales Managers with revenue generation responsibilities.
  • Young professionals who want to gain deeper understanding of marketing.
  • Brand Managers responsible for managing the function.
  • For Indian Residents: Rs 70,000+ GST
  • For International Students: USD 1,600
  • Date of Course Commencement: 12 October 2020
  • Duration of the Course: 4 Months
  • Schedule of Classes: 1.5 hours every Monday & Tuesday from 6.00 pm to 7.30 pm IST


  • For Indian Participants – Graduates (10+2+3) or Diploma Holders from a recognized university (UGC/AICTE/DEC/AIU/State Government) in any discipline.
  • For International Participants – Graduation or equivalent degree from any recognized University or Institution in their respective country.
  • Proficiency in English, spoken & written is mandatory

Work Experience

  • For Indian and International Participants – Interns/Working professionals.
  • For company-nominated candidates, the educational qualification criterion may be relaxed in cases where participants have prior experience in Marketing.

The classes for this course will be held through LIVE lectures that will be beamed online via internet to student desktops/laptops or classrooms using Talentedge’s Live & Interactive digital learning platform. The pedagogy will comprise lectures and case discussions imparted by MICA’s faculty. All participants will also be granted 24X7 access to Talentedge’s Cloud Campus comprising of learning aids, study materials, reference materials, assessments, case studies and assignments etc. as per the requirement of the course. Students can chat real time with the professors during the live class and also post all other course related queries offline on the Cloud Campus.

About Course

This course is designed with an aim to provide students with a 360 degree view of various practical and applicable aspects of marketing and brand management that includes understanding different types of markets, competition, buyer behaviour 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 fourth industrial revolution.


  • 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

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.


Dr. Falguni Vasavada-Oza

Professor Marketing

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

Professor Marketing

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.

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