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Aster Health Academy > Management > PGC > Post Graduate Certificate in Integrated Marketing and Branding

Post Graduate Certificate in Integrated Marketing and Branding

Gain Marketing Prowess with a MICA certification

Course Outcomes:

  • Develop comprehensive marketing strategies using frameworks like STP, Porter’s Five Forces, and the Strategy Canvas.
  • Utilize AI-driven marketing, predictive analytics, and digital advertising to enhance customer engagement and business impact
  • Identify consumer patterns, create effective positioning strategies, and develop targeted campaigns
  • Design compelling online and offline advertising, public relations, and brand communication strategies
  • Build data-driven social media content strategies, manage online reputation, and implement digital marketing analytics

About the course:

The Post Graduate Certificate in Integrated Marketing and Branding in collaboration with MICA – School of Ideas, will enable you to build strong brands by offering a contextualized curriculum that capitalizes on opportunities in the marketing domain.

 

Through a well-structured curriculum, you will gain the right approach to branding and marketing for multiple industries like healthcare, retail, FMCG and more.

 

Throughout the program, you will learn to optimize and apply multiple tools and frameworks for effective marketing and advertising through PR, social media, Reputation Management and more.

 

Additionally, the program includes mastering technology and social media in marketing, using real-world case studies to apply these concepts to various scenarios.

Curriculum:


The Changing Business Environment

1
Introduction to Marketing
2
Marketing Mix

Marketing: Opportunities and Challenges

1
Introduction to Global Marketing
2
Crisis Management and Recovery

Contemporary Trends in Marketing

1
5C Analysis
2
VRIO Framework
3
Van den Steen 4 3 Model
4
Case Study Analysis

Marketing Environment

1
CAGE Framework
2
Aggregation Strategy Grid
3
Experiential Learning

Strategic Frameworks (Porter’s Five Forces Analysis)

1
Strategy Canvas
2
4 Actions Framework
3
Case Study Analysis

Understanding Consumer Behavior

1
Consumer behavior analysis

Segmenting Targeting and Positioning (STP)

1
Identify, target, and position products or services to meet consumer needs

Brand Positioning Framework

1
STP
2
Brand Identity
3
Points of Parity and Points of Difference
4
Positioning Map
5
Positioning Strategies

Marketing Communication – The Reality

1
Introduction to Integrated Marketing Communications and its importance
2
Online & Offline Advertising

Advertising as a Strategic Tool

1
Advertising strategy development

Public Relations - From Tactics to Strategy

1
PR & Crisis Management
2
Agenda Setting Theory
3
Framing and Engineering Consent
4
Global Capability Framework
5
RACE Framework

Introduction to Services Marketing

1
Platformization of Services
2
Customer Expectations and Perceptions
3
Service Quality
4
Service Recovery
5
New Service Development

Fundamentals of Communication

1
Models of Communication
2
Meaning-Making Framework
3
Sense-Making Theory

Online Reputation Management

1
Framework for identity and intangible asset building and measurement

Social Media Content Strategy

1
Understanding social media platforms
2
Content creation strategy

Digital Transformation of Businesses

1
Community, Content, Communication
2
Frameworks and concepts related to new advances in marketing in a digital world
3
Business Canvas, Models
4
Customer Development Methodology
5
Lean, Chasm Theory
6
Blue Ocean Frameworks

Digital Advertising

1
Building correlation on market insights to make strategic decisions on digital marketing campaigns
2
Insights & Recommendations writing
3
Simulation-based learning on primary digital channels
4
The future of Digital Advertising

Digital Marketing Analytics

1
Integrating Machine Learning with Google Analytics Data

Case Studies: Marketing Communication

1
‘Analysis of real-world marketing communication strategies

Tech in Marketing

1
Analysis & Interpretation
2
Marketing Metrics and KPIs
3
Data Visualization

AI in Marketing

1
Predictive Analytics
2
Customer Segmentation
3
Personalized Marketing
4
Chatbot Interactions
5
Social Media Sentiment Analysis
6
AI-Generated Content

Personal Selling Strategies

1
Key Account Management
2
Sales Funnel Strategies

Case Studies: Marketing of Healthcare

1
Real-world applications of marketing in the healthcare industry

Who this course is for:

Brand, Communications, and Marketing Professionals from any industry looking to enhance their skills, and other professionals seeking to cross-skill in marketing and strategic communication.

Knowledge Partner:

MICA: A reputed institution for higher education with a focus on Strategic Marketing and Communication

MICA – The School of Ideas, established in 1991, is one of the premier business management institutions in Asia-Pacific, known for its prowess towards Integrated Marketing Strategy, Digital Transformation Management, Marketing, Creativity and Communication.

 

Sample Certificate:

FAQ:

This is a 8 month online live program. Batch begins in October, 2024.
Yes. After successful completion of the program you will be awarded a certificate from MICA and Aster Health Academy.
Yes, we offer financial aid opportunities for participants.
+ GST as applicable

Academic Team

Dr. Falguni Vasavada-Oza
Professor & Chair, Strategic Marketing Area at MICA
TEDx speaker
Academic Area: Strategic Marketing
Prof. Subrat Sarangi
Associate Professor and Co-chairperson for LMDP at MICA
Academic Area: Business Management and Strategic Marketing
24 years of industry experience in Jindal Steel & Power Ltd., Avalon Consulting, IBM Global Services, Wipro Consulting, iGATE-Patni etc.
Prof. KV Ramani
Adjunct Professor at MICA
Ph.D in Operations Research, Cornell University, USA 1977
Ex-Indian Institute of Management, Ahmedabad
Established Centre for Management of Health Services (CHMS) in 2003
Dr. Arbind Sinha
Adjunct Professor at MICA
Academic Area: Communication
Over 40 years of varied experience as communications expert at the Space Applications Centre at ISRO, the Royal Danish Embassy, New Delhi
Prof. Rajneesh Krishna
Associate Dean for Regulatory Affairs and Professor in Strategic Marketing at MICA
PhD from IIT Bombay
Ex-Dean and Director, FLAME School of Communication
Academic Area: Digital Platform and Strategies

Curriculum:


The Changing Business Environment

1
Introduction to Marketing
2
Marketing Mix

Marketing: Opportunities and Challenges

1
Introduction to Global Marketing
2
Crisis Management and Recovery

Contemporary Trends in Marketing

1
5C Analysis
2
VRIO Framework
3
Van den Steen 4 3 Model
4
Case Study Analysis

Marketing Environment

1
CAGE Framework
2
Aggregation Strategy Grid
3
Experiential Learning

Strategic Frameworks (Porter’s Five Forces Analysis)

1
Strategy Canvas
2
4 Actions Framework
3
Case Study Analysis

Understanding Consumer Behavior

1
Consumer behavior analysis

Segmenting Targeting and Positioning (STP)

1
Identify, target, and position products or services to meet consumer needs

Brand Positioning Framework

1
STP
2
Brand Identity
3
Points of Parity and Points of Difference
4
Positioning Map
5
Positioning Strategies

Marketing Communication – The Reality

1
Introduction to Integrated Marketing Communications and its importance
2
Online & Offline Advertising

Advertising as a Strategic Tool

1
Advertising strategy development

Public Relations - From Tactics to Strategy

1
PR & Crisis Management
2
Agenda Setting Theory
3
Framing and Engineering Consent
4
Global Capability Framework
5
RACE Framework

Introduction to Services Marketing

1
Platformization of Services
2
Customer Expectations and Perceptions
3
Service Quality
4
Service Recovery
5
New Service Development

Fundamentals of Communication

1
Models of Communication
2
Meaning-Making Framework
3
Sense-Making Theory

Online Reputation Management

1
Framework for identity and intangible asset building and measurement

Social Media Content Strategy

1
Understanding social media platforms
2
Content creation strategy

Digital Transformation of Businesses

1
Community, Content, Communication
2
Frameworks and concepts related to new advances in marketing in a digital world
3
Business Canvas, Models
4
Customer Development Methodology
5
Lean, Chasm Theory
6
Blue Ocean Frameworks

Digital Advertising

1
Building correlation on market insights to make strategic decisions on digital marketing campaigns
2
Insights & Recommendations writing
3
Simulation-based learning on primary digital channels
4
The future of Digital Advertising

Digital Marketing Analytics

1
Integrating Machine Learning with Google Analytics Data

Case Studies: Marketing Communication

1
‘Analysis of real-world marketing communication strategies

Tech in Marketing

1
Analysis & Interpretation
2
Marketing Metrics and KPIs
3
Data Visualization

AI in Marketing

1
Predictive Analytics
2
Customer Segmentation
3
Personalized Marketing
4
Chatbot Interactions
5
Social Media Sentiment Analysis
6
AI-Generated Content

Personal Selling Strategies

1
Key Account Management
2
Sales Funnel Strategies

Case Studies: Marketing of Healthcare

1
Real-world applications of marketing in the healthcare industry

FAQ:

This is a 8 month online live program. Batch begins in October, 2024.
Yes. After successful completion of the program you will be awarded a certificate from MICA and Aster Health Academy.
Yes, we offer financial aid opportunities for participants.

Duration: 8 months

Level: intermediate

Price:
Buy Now

Batch Start Date

Mar, 2025

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    Includes

    Full lifetime access
    Access on mobile and TV

    Related Courses

    Post Graduate Certificate in Integrated Marketing and Branding
    Price:
    INR 100,000
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