Strategic Integrated Communication (SIC)

Module 1
Strategic Brand Management & Marketing Communication

Duration: 4.5 months (105 hours)
Course Fees: Rs.88500 (inclusive of 18% GST)

Registration Fee : Rs.2500
Interviews will be on Skype or Zoom.

Module Objectives

The module is aimed at fine-tuning the understanding of Strategic Brand Management concepts and practices to professionals who are working in Advertising Agencies, PR Agencies, Event Management, Sales, Marketing Communications, Retailing, Media organizations and other functions of management. The module will be equally helpful to people associated with startups, small and medium enterprises to harness and leverage the power of branding for their own businesses.

Module Focus Areas

Role of a Brand Manager
Brand Management Techniques
Consumer Psychology
Advertising Campaign Development
Integrated Marketing Communications
Digital Branding
Use of Data Science & AI in Branding and Advertising

Module Contents

The Context of Brand Management in a successful business organization in general and Marketing in particular
Different techniques of strategic brand management:
  • Visual Identity
  • Brand Differentiation
  • Brand Positioning
  • Brand Personality
  • Brand Identity
Branding for Start Ups, SMEs, Retail Outlets
Digital Branding
Branding of new-age organizations such as e-commerce, Web Portals, Digital Properties etc.
Measurement and monitoring of the brand
  • Brand Equity Measurement
  • Brand Health Monitoring
Brand Architecture decisions
Brand Portfolio decisions
Umbrella Branding & Corporate Branding decisions
Branding of important verticals:
  • Lifestyle
  • IT
  • Banking, Finance & Insurance
  • Any other verticals wherein students may have specific interests
Employee Branding
Individual /Self-Branding
Role of consumer psychology in buying decisions
Conceptual Framework of Marketing Communications from the standpoint of Marketing Mix
Various tool of Marketing Communications and their applications
  • Advertising
  • Sales Promotions
  • Direct Marketing
  • Below the Line
Role of Advertising Agencies
Need for Integrated Marketing Communications
Formulating the strategy for Advertising Campaigns
Formulating and creating Digital Campaigns
Media Planning