Aster Health Academy
Post Graduate Certificate in Integrated Marketing and Branding
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Course sections

Section 1
The Changing Business Environment
1
Introduction to Marketing
2
Marketing Mix
Section 2
Marketing: Opportunities and Challenges
1
Introduction to Global Marketing
2
Crisis Management and Recovery
Section 3
Contemporary Trends in Marketing
1
5C Analysis
2
VRIO Framework
3
Van den Steen 4 3 Model
4
Case Study Analysis
Section 4
Marketing Environment
1
CAGE Framework
2
Aggregation Strategy Grid
3
Experiential Learning
Section 5
Strategic Frameworks (Porter’s Five Forces Analysis)
1
Strategy Canvas
2
4 Actions Framework
3
Case Study Analysis
Section 6
Understanding Consumer Behavior
1
Consumer behavior analysis
Section 7
Segmenting Targeting and Positioning (STP)
1
Identify, target, and position products or services to meet consumer needs
Section 8
Brand Positioning Framework
1
STP
2
Brand Identity
3
Points of Parity and Points of Difference
4
Positioning Map
5
Positioning Strategies
Section 9
Marketing Communication – The Reality
1
Introduction to Integrated Marketing Communications and its importance
2
Online & Offline Advertising
Section 10
Advertising as a Strategic Tool
1
Advertising strategy development
Section 11
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
Section 12
Introduction to Services Marketing
1
Platformization of Services
2
Customer Expectations and Perceptions
3
Service Quality
4
Service Recovery
5
New Service Development
Section 13
Fundamentals of Communication
1
Models of Communication
2
Meaning-Making Framework
3
Sense-Making Theory
Section 14
Online Reputation Management
1
Framework for identity and intangible asset building and measurement
Section 15
Social Media Content Strategy
1
Understanding social media platforms
2
Content creation strategy
Section 16
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
Section 17
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
Section 18
Digital Marketing Analytics
1
Integrating Machine Learning with Google Analytics Data
Section 19
Case Studies: Marketing Communication
1
‘Analysis of real-world marketing communication strategies
Section 20
Tech in Marketing
1
Analysis & Interpretation
2
Marketing Metrics and KPIs
3
Data Visualization
Section 21
AI in Marketing
1
Predictive Analytics
2
Customer Segmentation
3
Personalized Marketing
4
Chatbot Interactions
5
Social Media Sentiment Analysis
6
AI-Generated Content
Section 22
Personal Selling Strategies
1
Key Account Management
2
Sales Funnel Strategies
Section 23
Case Studies: Marketing of Healthcare
1
Real-world applications of marketing in the healthcare industry

Segmenting Targeting and Positioning (STP)

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

Lesson is locked. Please Buy course to proceed.

Understanding Consumer Behavior Consumer behavior analysis
Complete
Brand Positioning Framework STP
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