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DURATION 6 Months Online Sessions &
DURATION 6 Months Online Sessions &

Programme Overview

MICA’s Advanced Certificate Programme in Strategic Brand Management and Public Relations will show you how to build brands, launch mission critical products and services, and acquire new customers. Taught with the right creative approach and placement, this programme will teach you the essential framework 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 we 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.

Eligibility: Any Graduate (10+2+3) /Diploma Holders from a recognised university (UGC/AICTE/DEC/AIU/State Government) in any discipline.

  • 91%

    CMOs believe marketing will undergo fundamental change over the next five years, with analytics being one of the key drivers

    Source: Accenture, 2020
  • 90%

    Online advertisers are expected to implement personalized marketing in some form or another. Such personalization can only be achieved with condensed data from the people themselves.

    Source: Nexoya, 2020
  • 81%

    Global market players admit that machine learning capabilities are essential when it comes to delivering personalized experiences to the customer.

    Source: CODE IT, 2021

Who is this Programme for?

This programme is for professionals across fields and ranks who want to imbue their brand with meaning, embed precise business strategies, and elevate customers’ brand experience and engagement.

  • Mid Career Professionals looking to launch/advance their career in Branding & PR for effective brand value creation and scaling brand reach.
  • Senior Professionals looking to acquire relevant contemporary skills and comprehensive knowledge in brand management to rise to upper-management roles.
  • Entrepreneurs, business owners and Consultants who are committed to grow business using effective brand management strategies.

Programme Highlights

175+ Video

30+ Quizzes

15+ Discussion Boards

Executive Alumni Status

Capstone Project

Learning Outcomes

  • Develop effective integrated communication strategies, crucial brand management metric 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.

MICA Executive Education Alumni Status

With over 4,500+ alumni across the globe, MICAns are flagbearers of excellence in the field of strategic marketing and communication


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Programme Modules

  • 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
  • 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
  • Relationship between Brand Image and Purchase behavior
  • 5 Key Dimensions of Brand Personality Network
  • Difference between Brand Image and Brand Personality
  • 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
  • Difference between Brand Loyalty, Brand Equity, and Brand Value
  • Factors Contributing to Brand Loyalty
  • Building Brand Loyalty
  • Factors Contributing to Brand Equity
  • Building Brand Equity
  • Impact of Brand Loyalty on Brand Equity and Brand Value
  • 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
  • Need and Purpose of Brand Extension
  • Types of Brand Extension
  • Strategies for Brand Extension
  • Ansoff's Brand Extension Grid
  • Advantages and Disadvantages of Brand Extension
  • Consumer's Evaluation of Extensions
  • Need for Brand Licensing
  • Role of Brand Licensing in Growth Strategy
  • Types of Brand Licensing Agreements
  • Benefits of Licensing a Brand
  • Effective Brand Licensing Strategies
  • Brand Metrics and Associated Metrics
  • Importance of Brand Metrics
  • Contribution of Brand Awareness, Brand Consideration and Brand Association to Brand Metrics
  • Measuring Brand Awareness
  • Measuring Brand Consideration
  • Tracking KPIs using Effective Brand Metrics
  • Differentiation
  • Point of Parity and Point of Difference
  • Brand Resonance
  • Brand Positioning Process and Statement
  • Importance of Perceptual Mapping
  • Benefits of Brand Essence
  • Brand Repositioning
  • Brand Revitalisation
  • Difference between Brand Repositioning and Rebranding
  • Corporate Branding and its Benefits
  • Building a Powerful Corporate Brand
  • Types of Digital Media
  • Digital Branding: Components and Importance
  • Elements of Digital Brand Strategy
  • Importance of Digital Marketing
  • Branded Content and its Advantages
  • Branded Content vs Other Brand-related Content
  • Characteristics of Branded Content
  • Storytelling for Content Creation and Presentation
  • Importance of Brand Collaboration
  • Content Creation and Presentation Strategies
  • Co-branding and its Importance
  • Different Forms of Successful Co-branding
  • Strategic Steps for Successful Co-branding
  • Co-branding vs Brand Licensing
  • Advantages and Disadvantages of Co-branding
  • Contemporary and Future Branding Trends
  • Current Trends Shaping Brand Marketing
  • Customer Experience: Role in Brand Marketing
  • Role of Content Visualisation in Brand Marketing
  • Need for Responsible Consumerism


  • 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
  • Role of an Organisation’s Vision and Mission in Brand Building and Communication
  • Creating the Brand Wheel
  • Aligning Brand Strategy with the Organisation’s Vision
  • Traditional and Digital Channels for Brand Communication
  • What is Brand Communication?
  • Purpose of Brand Communications
  • Branding Communications vs Brand Marketing
  • Introduction to Public Relations
  • Principles/Objectives of Public Relations
  • Evolution and growth of PR
  • Factors contributing to the evolution of PR
  • Types of Public Relations
  • Functions of PR in an Organisation
  • PR in the Age of Social and Digital Media – Online Reputation Management (ORM)
  • ORM – A continuous process
  • Differences between PR and ORM
  • How PR and ORM work in tandem
  • Activities conducted during ORM campaigns
  • Mechanisms to measure online reputation
  • What is Stakeholder Management?
  • Different types of stakeholders
  • Role of stakeholder management
  • Stakeholder Mapping
  • Stakeholder management strategies and tools
  • Parameters for rating a stakeholder
  • What is Crisis Communication?
  • Role/Purpose of crisis communication
  • Types of crisis
  • Role of strategic communication in crisis management
  • Effective crisis communication during different stages
  • Benoit’s 5 major strategies
  • Creating a crisis communication plan
  • What is an Event?
  • Goals of different types of Events
  • Event communications
  • Event communication metrics
  • Functions of a PR agency
  • Difference between account management and client servicing
  • Steps to select a PR agency for your business
  • Long-lasting client relationships
  • Effective tools in an agency management system
  • What is a strategic media plan?
  • Importance of media planning
  • Key elements of the media planning process
  • Difference between media planning and media buying
  • Strategies used in media scheduling

- Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the participant profile & programme hours.

Programme Directors

Prof. Anita Basalingappa

Chairperson: Online Programmes

Strategic Marketing

Dr. Anita Basalingappa is Professor, Marketing and Chairperson, Online Programs. Prior to joining MICA, she was associated with Vishesh Advertising in Bangalore, IIM-Ahmedabad, and Karnataka University, Dharwad. Her academic and research interests include customer relationships and branding in the rural context, marketing theory and critical marketing... More info

Dr. Falguni Vasavada Oza

Professor, Area Leader - Strategic


Dr. Falguni Vasavada Oza is Professor & Chair, Strategic Marketing Area at MICA. A double gold medallist, she has over two decades of teaching experience in the area of marketing and advertising. She also runs online programs in the area of advertising management & public relations, marketing & brand management for working professionals.... More info

Programme Certificate

Participants will be awarded a Certificate from MICA on the successful completion of the programme with a 70% of score in evaluation. A participant with less than 70% of score in overall evaluation will not be awarded any certificate.

Sample Certificate

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of MICA.

Early applications encouraged. Limited seats are available.

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The Learning Experience

What is it like to learn with the learning collaborator, Emeritus?

More than 300,000 professionals globally, across 200 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded. All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes, the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner during the course period the cost of which is already included in the overall Course fee of the course.

A dedicated program support team is available 7 days a week to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.

In collaboration with Emeritus

Erulearning Solutions Private Limited (a company incorporated in India) is a subsidiary of Eruditus Learning Solutions Pte Ltd (a company incorporated in Singapore), and operates under the brand name of 'Eruditus' and 'Emeritus'.