Batch 14
Strategic Brand Management and Communications
An online certificate programme from MICA to help you lead strategic brand and communication initiatives.
- Live Sessions with MICA Faculty
- Executive Alumni Status
- Learn Luxury Brand Management
- Live Masterclasses by Industry Experts
- Unlock Next-Level Marketing with Generative AI
Application Deadline
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Your Personalised Programme Introduction Awaits!
Explore your programme overview with Dr Anita Basalingappa and Dr Falguni Vasavada.
What makes the MICA Certificate Programme in Strategic Brand Management and Communications unique?
MICA's Certificate Programme in Strategic Brand Management and Communications 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.
How does this brand management programme by MICA help you advance your career?
The one-day campus immersion is optional at a fee of INR 5,000 + taxes. Travel and accommodation expenses will be borne by the participants.
Is this Strategic Brand Management and Communications programme right for you?
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.
Early to mid-career professionals working in branding, marketing communication, brand management, brand strategy, public relations, PR agencies and advertising agencies.
Senior leaders in marketing and brand management departments in companies, who want to explore the branding and communication value chain.
Founders and Entrepreneurs who want to setup their own organizations and strategic brand management for their org/product and use PR as a channel to communicate their message and vision.
Past Participant Profiles
Work Experience
Top Functions
Top Industries
Testimonial
What will you learn in MICA’s Strategic Brand Management and Communications programme?
• Develop effective integrated communication strategies, master crucial brand management metrics, and position your brand effectively.
• Gain exposure to key brand communication channels and a comprehensive set of brand elements essential for brand success.
• Understand contemporary and emerging trends in branding and public relations that drive brand evolution and growth.
• Learn the key aspects of stakeholder management and brand portfolio management.
• Acquire the skills to build a winning brand strategy and activate it in a competitive marketplace.
• Explore the different facets of public relations and phases of crisis management, and understand how they interconnect.
World-class learning with faculty-led, pre-recorded videos
Flexible Learning
Learn at your own pace with high-quality, pre-recorded faculty videos.
Advance your career without disrupting your busy schedule.
Cohort-based Learning
Learn with an accomplished group of peers and build your network.
Gain cross-industry and cross-functional knowledge.
Globally Renowned Faculty
Learn from the best instructors and resources from anywhere in the world.
Access the experts, regardless of their location.
Programme Director
Professor, Strategic Marketing Program & Lead - Online Programmes
Anita Basalingappa, PhD is a Professor of Marketing and Chairperson, Online Programmes at MICA. She has been working with MICA since 2004. She was a DC Pavate fellow at Judge ...
Programme Faculty
Professor, Strategic Marketing & Chairperson, CCC and LMDP
Dr. Falguni Vasavada is Professor, Strategic Marketing at MICA. A double gold medallist, she has over two decades of teaching experience in the area of marketing and advertisi...
Industry Experts
Independent Consultant
With over 15 years of industry experience, Sophia Christina is a seasoned marketing and brand communications leader proficient in integrated marketing, creative storytelling, ...
Note: These are the Programme Leaders who had taken the previous batches. Programme Leaders can change basis their availability.
Programme Modules
Module 1: Introduction to Brand and Brand Building
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
MODULE 2: Brand Image and Brand Personality
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
MODULE 3: Brand Identity and Brand Positioning
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
MODULE 4: Brand Loyalty, Brand Equity and Brand Value
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
MODULE 5: Portfolio Management
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
MODULE 6: Brand Extension
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
MODULE 7: Brand Licensing
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
MODULE 8: Brand Metrics
Brand Metrics and Associated Metrics
Importance of Brand Metrics
Contribution of Brand Awareness, Brand Consideration and Brand Associationto Brand Metrics
Measuring Brand Awareness
Measuring Brand Consideration
Tracking KPIs using Effective Brand Metrics
MODULE 9: Brand Repositioning, Revitalisation, and Rebranding
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
MODULE 10: Branding - Corporate and Digital
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
MODULE 11: Brand Content
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
MODULE 12: Co-branding
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
MODULE 13: Digital Branding
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
MODULE 14: Luxury branding
Global Branding
Luxury Brand Management
The Luxury Models through History - From Chanel to Dior - The Pyramid Model, Yves Saint Laurent - Pret-A-Porter, Gucci & Leather Goods - Success in Asia, Giorgio Armani - The Galaxy Model, LVMH
Online luxury branding
MODULE 15: Future trends in 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
MODULE 16: Integrated Marketing Communication (IMC)
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
MODULE 17: Brand Building and Communication
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
MODULE 18: Fundamentals of Public Relations – I
Introduction to Public Relations
Principles/Objectives of Public Relations
Evolution and growth of PR
Factors contributing to the evolution of PR
MODULE 19: Fundamentals of Public Relations – II
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
MODULE 20: Stakeholder Management
What is Stakeholder Management?
Different types of stakeholders
Role of stakeholder management
Stakeholder Mapping
Stakeholder management strategies and tools
Parameters for rating a stakeholder
MODULE 21: Crisis Communication
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
MODULE 22: Events Communication
What is an Event?
Goals of different types of Events
Event communications
Event communication metrics
MODULE 23: Understanding the role and structure of PR Agencies
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
MODULE 24: Advertising with an Agency
When should you hire an agency?
Which agency is the right choice: Ad agencies, Full Service, brand or creative shops, PR firms, digital/inbound agencies
Exploring the Indian market and the big names
Client Related Issues and Process: Stages in the Client Agency Relationship, Factors affecting
Client-Agency Relationship, the Pitching Mechanism
Roles in an Ad agency: Copywriting, Photography, graphic Design, Creative direction, copy editing, digital media specialist, account coordinator etc
Agency Media Interface
Agency Revenue Process
Measuring success with an agency
Ending relationships with an Agency
MODULE 25: Media Planning and Scheduling
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
MODULE 26: Media Planning II
Overview of Indian Media scenario
Defining goals and KPIs
Designing a digital first media strategy
Defining Media mix
Collaborating with creative agencies
Pricing and price sensitivity and elasticity
Defining strategy for data gathering, measurement and analysis
Managing campaigns
Skills required for a media planner
Capstone Project – Strategic Communication
Note: Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the participant profile & programme hours.
Case Studies
Gain comprehensive real-world insights through multiple case studies on brand management and communication
Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.
Project
The participant has to identify three brands that they have seen in recent times which they feel may need to adopt a centrality theme in the Indian market to garner better sales by coordinating marketing and sales efforts to deliver business performance.
This is a crisis communication case. The participant has to study the case and answer questions like:
What led to the series of events? Was it avoidable, how could it have been avoided?
How was Wells Fargo's reaction to the events?
During this crisis, how were the communication interventions of Wells Fargo?
Live Masterclasses with Industry Experts
Learn from industry experts through 6 live and interactive masterclasses that bring real-world experience to the classroom. Gain valuable insights on:
Digital Branding
Luxury Branding
Advertising with an Agency
Media Planning
Gen AI in Marketing and Brand Communications
Gen AI enhanced Marketing Analytics
Past Participants of Emeritus Work at
Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.
Program 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.
Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of MICA.
Emeritus Career Services
15 Recorded Sessions and Resources in the Following Categories (Please note: These sessions are not live:)
Resume & Cover Letter
Navigating Job Search
Interview Preparation
LinkedIn Profile Optimisation
Note: -
MICA or Emeritus do NOT promise or guarantee a job or progression in your current job. Career Services is only offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered by Emeritus. MICA is NOT involved in any way and makes no commitments regarding the Career Services mentioned here.
The Learning Experience
Join a global community of 300,000+ professionals across 200 countries who have advanced their careers with Emeritus. In a recent survey, 9 out of 10 learners said their expectations were met or exceeded.
From day one, you’ll get access to carefully designed course material, live interactions, and a structured cohort-based journey that keeps you on track. Our approach blends flexibility with accountability—so you don’t just start, you finish strong.
And you’re never on your own. A dedicated program support team is available 7 days a week to guide you with platform queries, technical support, or any learning-related questions—so you can focus on what really matters: your growth.
A dedicated programme 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.
FAQs
Brand and Communication Management involves the strategic process of creating, managing, and communicating a brand's image and message to the target audience. It includes developing brand identity, positioning, and ensuring consistent communication across all platforms.
A Brand and Communications Manager is responsible for developing and executing strategies that enhance the brand's image, manage public perception, and ensure consistent messaging across all communication channels. Their role includes overseeing marketing campaigns, analyzing consumer insights, and collaborating with different departments to align branding efforts with business goals.
The programme is open to graduates from any discipline. While having experience in marketing, brand management, advertising, or communications is beneficial, it is not a mandatory requirement to enroll in this course.
This programme is ideal for professionals in marketing, branding, communications, or related fields who are looking to enhance their strategic skills. It is also suitable for entrepreneurs and business owners who want to effectively manage and grow their brands.
The curriculum covers essential topics such as the fundamentals of brand management, consumer behavior, digital branding, integrated marketing communications, and strategies for building and managing brand equity. The programme also includes case studies and projects to provide practical insights.
The course is delivered through recorded video lectures that participants can access at their convenience. This allows for flexible learning tailored to individual schedules.
The total programme fee is INR 1,05,000 + GST. This fee includes access to all course materials, recorded video lectures, and assessments.
Yes, there are flexible payment options available, including installment plans, to help participants manage the financial investment required for the course.
MICA is recognized for its expertise in strategic marketing and communication. The programme offers a comprehensive curriculum that blends academic theory with practical applications, taught by experienced faculty, making it an excellent choice for professionals seeking to advance their careers in brand management.
The field of Brand Management and Communications offers diverse career opportunities, including roles such as Brand Manager, Marketing Communications Specialist, Digital Marketing Strategist, and more. The skills gained from this programme are applicable across various industries, providing a strong foundation for career growth.
Early registrations are encouraged. Seats fill up quickly!
Flexible payment options available.
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