PG Certificate Program in

Marketing and Brand Management from MICABatch - 7

Program ObjectiveThis program is designed with an aim to provide students a 360 degree view of various practical and

applicable aspects of marketing and brand management that includes understanding dierent types

of markets, competition, buyer behaviour and brand building. A sound understanding of such

fundamentals helps students appreciate concepts of segmentation, targeting, positioning

dierentiating, pricing and branding strategies which are necessary to design eective marketing

and branding strategies for the organization. The program concludes with sessions on

integrated communication and digital marketing which are extremely relevant in the

growing e-world.

Program Highlights

• Certificate from MICA.

• Program content and structure designed by MICA.

• Gain MICA Alumni status on the successful completion of the program.

• Gain perspective with real life business case studies.

• Lectures imparted by eminent faculty from MICA and guest lectures by professionals.

• Live online interactive lectures that provide a “real” classroom experience in a “virtual” environment

without any isolated learning experience.

• Lecture videos are transmitted effectively at home broadband connection of 512 kbps.

• User friendly technology interface with no expensive and time consuming software/hardware

installations required at your end.

• Virtual classrooms that allow for active interactions with other fellow students and faculty.

• In the event of students missing the LIVE lecture on the Virtual Classroom, students can request “On

Demand” access to the recorded session.

• TALENTEDGE’s Cloud Campus – Students on our virtual social learning platform are provided access

to program presentations, projects, case studies, assignments and other reference materials as

applicable for specified programs. Students can raise questions and doubts either in real time during

the live class or online through the cloud campus.

• Learn from anywhere – no need to travel to an institute or training centre.

Syllabus

The PG Certificate Program in Marketing and Brand Management will include lectures on thefollowing topics:

Marketing - Back to Basics!

Revisiting Marketing Mix in the Digital Age

Contemporary Issues in Marketing

Marketing Environment

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 Metrics

Integrated Marketing Communication

Advertising Agency and Brand Communication

Creative BriefCorporate Communication andReputation Management

IMC - Case Discussion

Eligibility

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.

Who Should Attend

Managers and others responsible for marketing products and services of their organisation, revenuegeneration and brand management responsibilities.

Professionals who have recently taken on a marketing role or aspire for a career in marketing and wish to gain a deeper understanding of the domain

Leaders who want to become more knowledgeable about effective marketing and brand management strategies.

Education

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.

Faculty

Dr. Anita BasalingappaProfessor Marketing

Dr. Anita Basalingappa is a Professor in Marketing and Chairperson of Online Programmes. Prior to joining MICA, she was associated with Vishesh Advertising Pvt. Ltd., Bangalore, Indian Institute of Management, Ahmedabad and Karnatak University, Dharwad.

Dr. Anita Basalingappa worked on ‘Introducing Common Market Identity’ during her fellowship at Judge Business School and Sidney Sussex College, University of Cambridge, Cambridge, UK, in 2008. Her current areas of interest include marketing and competition, social media behaviour, marketing decision making, relationship marketing in rural retail, clothing as communication and CSR. She has been teaching MARKSTRAT, Return on Marketing Investment, 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 theses since 2010. In addition, she has headed the marketing department for 4 years and the admissions committee for 3 years 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.

Dr. Falguni Vasavada-OzaProfessor Marketing

Dr. Falguni Vasavada-Oza is a double gold medalist working as Professor & Chair, Strategic Marketing Area at MICA. Prior to MICA, she has worked with the MBA Department of Saurashtra University and Christ College.

Dr. Falguni Vasavada-Oza has researched and published papers on cross cultural communication, content analysis, account planning and portrayals in Advertising. Currently she is working on Advertising and IMC, Account Planning, Social Media Insights, Youth as Consumers, Portrayals in Advertising, Content Analysis of Commercials and Public Relations.

She holds a Bachelors and Masters degree in Business Administration and a Ph.D. in Advertising.

Pedagogy

The classes for this program 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 study

materials, reference materials, assessments, case studies

and assignments etc. as per the requirement of the

program. Students can chat real time with the professors

during the live class and also post all other program related

queries online on the Cloud Campus.

Assessment & CertificationA minimum of 70% attendance to the LIVE lectures is a prerequisite for the successful completion of this program. There may be periodic evaluations built in throughout theduration of the program. These may be in the form of a quiz, assignment or other objective/subjective assessments as relevant and applicable to the program and are designed to ensure continuous student engagement with the program and encourage learning. While the results/feedback on such assignments will be provided, no consolidated mark or grade sheets shall be distributed to the Participants at the end of the program.

Program DetailsProgram Commencement : 8 January 2019

Schedule of Classes: 1.5 hours every Monday and

Tuesday from 6.00 pm to 7.30 pm IST

Duration: 4 Months

For Indian Participants: INR 70,000 + GST

For International Participants: USD 1600

Instalment options available

On the payment of all due fees and the successful completion of the program, participants will be awarded a PG Certificate in Marketing and Brand Management issued by MICA.

How to Apply

For admissions, register at: www.talentedge.in

For More Details:

Write in to: enquiry.dtd@talentedge.in

or call at: +91-83760 00600

Talentedge, Plot 21, 5th floor, Sector 32, Gurgaon - 122003