Strategic Brand Management &
Communication Program
"Build strong brands and master marketing strategies with MICA's Strategic Brand Management programme."
Overview
MICA's Certificate Programme in Strategic Brand Management and Communications demonstrates how to build brands, launch mission critical products and services, and acquire new customers. Taught with the right creative approach and placement, this programme covers the essential frameworks towards marketing, branding and communication strategy, effective both in times of peace or crisis. You will learn how to formulate and implement successful brand strategies, think critically, and recalibrate the ways in which one can persuade and connect with customers.
Whether you’re a brand marketer, relationship manager, business leader, or entrepreneur, join this programme to enhance your marketing and communication models and drive meaningful brand-building outcomes.
Program Highlights
- 175+ Video Lectures (30+ Quizzes and Assignments)
- 15 Discussion Boards (Online Live Lectures by MICA faculty)
- Emeritus Career Services (Executive Alumni Status)
- Capstone Project (4 Live Sessions by Industry Experts)
- Campus Immersion at the end of the programme (Optional)*
- Notes:
- *Travel and accommodation costs for the campus immersion, will have to be borne by the participants.
- The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.
- This is a self-paced online programme. Thus, faculty will not be a part of weekly live sessions. We have a curated panel of eminent industry practitioners who will be conducting the weekly live doubt-clearing sessions.
Programme Learning Outcomes
- Develop effective integrated communication strategies, crucial brand management metrics and position your brand.
- Gain exposure to key brand communication channels and a comprehensive set of brand elements necessary for brand success.
- Comprehend contemporary and future trends in branding and public relations essential for brand evolution and growth.
- Learn key aspects of stakeholder management and brand portfolio management.
- Acquire the skills to build a winning brand strategy and activate the brand in a competitive marketplace
- Learn the different facets of public relations & phases of crisis management and understand their inter-connections.
Access to Emeritus Career Counselling services
Building an Impressive Resume (Group Session)
Learn how to craft a standout resume that highlights your strengths and aligns with job roles.
Building an Impressive LinkedIn Profile (Group Session)
Optimize your LinkedIn profile to attract recruiters and showcase your professional brand.
Interview Preparation (Group Session)
Prepare for interviews with tips on answering common questions, presenting your skills, and making a strong impression.
Job Placement Assistance
Get access to job opportunities, refine your job search strategy, and receive support throughout the application process.
Emeritus alumni work at Microsoft, ICICI Bank, Infosys, HDFC, AirBnB, TCS, Ola, Flipkart, JSW, Wipro, Honeywell, JP Morgan, Reliance Jio, Mahindra, Gartner, Accenture, Cognizant, amongst others.
- Notes:
- This service is available only for Indian residents enrolled into select Emeritus programmes.
- MICA or Emeritus do NOT promise or guarantee a job or progression in your current job. Career Services is only offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered by Emeritus. MICA is NOT involved in any way and makes no commitments regarding the Career Services mentioned here.
Who Is This Programme For?
This program is designed for individuals looking to strengthen their professional skills, enhance strategic thinking, and accelerate career growth in various fields.
- Early to mid-career professionals working in branding, marketing communication, brand management, brand strategy, public relations, PR agencies and advertising agencies.
- Senior leaders in marketing and brand management departments in companies, who want to explore the branding and communication value chain.
- Founders and Entrepreneurs who want to set up their own organizations and strategic brand management for their organization/ product and use PR as a channel to communicate their message and vision.
Curriculum
Part 1: Brand Management Modules
1 - Introduction to Brand and Brand Building
- Elements of Successful Brands (Branding and its Importance)
- Brand attributes and the Selection Process (Creating Brand Experiences)
- Brand Building Process (Brand Building Strategies)
- Benefits and Challenges of Brand Building
2 - Brand Image and Brand Personality
- Elements of Brand Image (Importance and Benefits of Brand Image)
- Factors Affecting Brand Image (Strategies to Building strong brand image)
- Impact of Brand Image on Consumer Perception (Measuring Brand Image and Awareness)
- 5 Key Dimensions of Brand Personality Network
- Difference between Brand Image and Brand Personality
- Relationship between Brand Image and Purchase behaviour
3 - Brand Identity and Brand Positioning
- Importance of Building Unique Brand Identity (Importance of Brand Identity Prism)
- Brand Wheel Framework (Creating Unique Brand Identity)
- Establishing Brand Identity (Purpose of Visual Identity)
- Brand Positioning
4 - Brand Loyalty, Brand Equity and Brand Value
- Factors Contributing to Brand Loyalty (Building Brand Loyalty)
- Factors Contributing to Brand Equity (Building Brand Equity)
- Difference between Brand Loyalty, Brand Equity, and Brand Value
- Impact of Brand Loyalty on Brand Equity and Brand Value
5 - Portfolio Management
- Brand Architecture and Brand Portfolio (Advantages of Creating a Brand Portfolio)
- Brand Portfolio vs Brand Architecture (Key Focus Areas of Brand Portfolio)
- Strategies for Brand Portfolio Management (Outcomes of a Faulty Portfolio Strategy)
6 - Brand Extension sample t-Test
- Need and Purpose of Brand Extension (Types of Brand Extension)
- Strategies for Brand Extension (Ansoff’s Brand Extension Grid)
- Consumer’s Evaluation of Extensions
- Advantages and Disadvantages of Brand Extension
7 - Brand Licensing
- Need for Brand Licensing (Types of Brand Licensing Agreements)
- Role of Brand Licensing in Growth Strategy (Benefits of Licensing a Brand)
- Effective Brand Licensing Strategies
8 - Brand Metrics
- Brand Metrics and Associated Metrics (Importance of Brand Metrics)
- Measuring Brand Awareness (Measuring Brand Consideration)
- Tracking KPIs using Effective Brand Metrics
- Contribution of Brand Awareness, Brand Consideration and Brand Association to Brand Metrics
9 - Brand Repositioning, Revitalisation, and Rebranding
- Brand Positioning Process and Statement (Brand Resonance)
- Importance of Perceptual Mapping (Benefits of Brand Essence)
- Brand Repositioning (Brand Revitalisation)
- Differentiation Point of Parity and Point of Difference
- Difference between Brand Repositioning and Rebranding
10 - Branding – Corporate and Digital
- Corporate Branding and its Benefits (Building a Powerful Corporate Brand)
- Types of Digital Media (Elements of Digital Brand Strategy)
- Digital Branding: Components and Importance (Importance of Digital Marketing)
11 - Brand Content
- Branded Content vs Other Brand-related Content (Branded Content and its Advantages)
- Storytelling for Content Creation & Presentation (Importance of Brand Collaboration )
- Content Creation and Presentation Strategies (Characteristics of Branded Content )
12 - Co-branding
- Different Forms of Successful Co-branding (Co-branding and its Importance)
- Strategic Steps for Successful Co-branding (Co-branding vs Brand Licensing)
- Advantages and Disadvantages of Co-branding
13 – Digital Branding
- The Digital Consumer: How the digital avenue is different
- Content marketing on digital platforms (Earned media channels and strategy)
- Digital marketing: SEO/SEM/Email/Display (Data Analytics and digital strategy)
14 – Luxury branding
- Elements of Successful Brands (Branding and its Importance)
- Brand attributes and the Selection Process (Creating Brand Experiences)
- Brand Building Process (Brand Building Strategies)
- Benefits and Challenges of Brand Building
15 – Future trends in Branding
- Contemporary and Future Branding Trends (Current Trends Shaping Brand Marketing)
- Customer Experience: Role in Brand Marketing (Need for Responsible Consumerism)
- Role of Content Visualisation in Brand Marketing
Part 2: Brand Communication Modules
16 - Integrated Marketing Communication (IMC)
- What is Integrated Communication Strategy? (IMC in the Digital Era)
- Traditional Marketing vs Digital Marketing (Key Components of IMC)
- IMC Planning Process
- Importance of integrating a creative approach to key Marketing Communication functions
17 - Brand Building & Communication
- Creating the Brand Wheel (What is Brand Communication?)
- Branding Communications vs Brand Marketing (Purpose of Brand Communications)
- Aligning Brand Strategy with the Organisation’s Vision
- Traditional and Digital Channels for Brand Communication
- Role of an Organisation’s Vision and Mission in Brand Building and Communication
18 - Fundamentals of Public Relations - I
- Introduction to Public Relations (Principles/Objectives of Public Relations)
- Factors contributing to the evolution of PR (Evolution and growth of PR)
19 - Fundamentals of Public Relations - II
- Types of Public Relations (Functions of PR in an Organisation)
- ORM – A continuous process (Differences between PR and ORM)
- Activities conducted during ORM campaigns (How PR and ORM work in tandem)
- Mechanisms to measure online reputation
- PR in the Age of Social and Digital Media – Online Reputation Management (ORM)
20 - Stakeholder Management
- What is Stakeholder Management? (Different types of stakeholders)
- Role of stakeholder management (Parameters for rating a stakeholder)
- Stakeholder management strategies and tools (Stakeholder Mapping )
21 - Crisis Communication
- What is Crisis Communication? (Role/Purpose of crisis communication)
- Benoit’s 5 major strategies (Creating a crisis communication plan)
- Types of crisis
- Role of strategic communication in crisis management
- Effective crisis communication during different stages
22 - Events Communication
- What is an Event? (Goals of different types of Events)
- Event communications (Event communication metrics)
23 - Understanding the role and structure of PR Agencies
- Steps to select a PR agency for your business (Functions of a PR agency)
- Effective tools in an agency management system (Long-lasting client relationships)
- Difference between account management and client servicing
24 - Advertising with an Agency
- When should you hire an agency? (Measuring success with an agency)
- Exploring the Indian market and the big names (Ending relationships with an Agency)
- Agency Revenue Process (Agency Media Interface)
- Which agency is the right choice (Client Related Issues and Process)
- Client-Agency Relationship, the Pitching Mechanism (Roles in an Ad agency )
25 - Media Planning and Scheduling
- What is a strategic media plan? (Importance of media planning)
- Key elements of the media planning process (Strategies used in media scheduling)
- Difference between media planning and media buying
26 - Media Planning II
- Overview of Indian Media scenario (Defining goals and KPIs)
- Designing a digital first media strategy (Defining Media mix)
- Collaborating with creative agencies (Pricing and price sensitivity and elasticity)
- Defining strategy for data gathering measurement and analysis
- Managing campaigns (Skills required for a media planner )
Note: This is a non-exhaustive list. There are several additional projects included in this hands-on course, giving you real-world exposure to digital marketing. To know more, please download the brochure or speak to the upGrad admission counsellor.
Part 3 : Project
1. Brand Management project
The participant has to identify three brands that they have seen in recent times which they feel may need to adopt a centrality theme in the Indian market to garner better sales by coordinating marketing and sales efforts to deliver business performance.
2. PR Project
This is a crisis communication case. The participant has to study the case and answer questions like:
- What led to the series of events? Was it avoidable, how could it have been avoided
- How was Wells Fargo’s reaction to the events
- During this crisis, how were the communication interventions of Wells Fargo?
3. Assessment
- Your Favourite Indian Brand
- Brand Licensing Strategy for a Premium Brand
- Brand Collaboration for Cyclops
- Significance of Event Metrics
- Brand Creation
- Selection of a PR Agency
- Media Scheduling Strategies
- Digital Media Choices
- Mahindra Thar Co-branding Presentation
- Milcaa’s Brand Extension
- Alphabet’s Brand Architecture and Portfolio
Capstone Project – Strategic Communication
Faculty
Dr. Anita Basalingappa
Program Director and Professor, Strategic Marketing
Dr. Falguni Vasavada Oza
Professor, Strategic Marketing
Eligibility Criteria
Admission to the programme is based on the following eligibility criteria.
- Any Graduate (10+2+3) /Diploma Holders from a recognised university (UGC/AICTE/DEC/AIU/State Government) in any discipline.
Application Process
All applications for this course must be made through an Online Application Form.
Fill out the Application Form
Start your journey by submitting your application to the MICA program.
Application Requirements
You can submit a scanned copy of ANY ONE of: Degree certificate, provisional Degree certificate, marks transcript or score transcript.
Note: There is no entrance exam for this program.
Fees & Financial Support
Fees
- Programme Fee: INR 99,000 + GST (GST (currently @ 18%) will be charged extra on these components.)
- Instalment payment options available.
- Convenience charges will be levied on the instalment payments plan if a student opts for it.
- These charges will be borne by the student and will be retained by Emeritus
- For detailed information on instalment payments reach out to your programme advisor.
- Admissions are on a first-come, first-serve basis. There might not be subsequent rounds if seats are filled in the initial rounds.
- The actual programme schedule will be announced closer to the programme start.
Key Information
Key Information
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