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

Brand Positioning Framework

STP

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Segmenting Targeting and Positioning (STP) Identify, target, and position products or services to meet consumer needs
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Brand Positioning Framework Brand Identity
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