1. Learning Outcomes: Audience measurement and matching it with the target audience. Analyze the role of different media channels, importance of media mix and prioritization. Benchmarking – SOE, SOV, SOM. Effectiveness vs efficiency
  2. Learning Outcomes: Connection planning; what is it and how does it work? Using connection planning to reach target audiences in line with creative ideas. Comprehend ways to classify mediums in connection planning. Investment planning and planning ratios. Define principles of media investment planning.
  3. Learning Outcomes: Who is a consumer? What do they do, how, why and when? What is their preference? What are their media consumption habits? How do you match media consumption habits with media strategy? Role of research data.
  4. Analyzing Briefs

    Learning Outcomes: Various brief templates are shared. The key elements of what to look for in a brief are outlined. Understanding the objectives and goals set for each campaign, analyzing and data referencing. Introduction to costing media space and how to use various rate cards. Designing media schedule and flow plans.
  5. Market Analysis

    Learning Outcomes: Define market analysis and understanding business needs that necessitate market analysis. Explore types of market research and analysis – market trends, market sizing and evaluation. Discuss case studies and the application of findings for business expansion, extension and exploring new markets.
  6. Learning Outcomes: Understand the role of Consumer research for business growth. Understand how emerging consumer trends can impact consumer behaviour and business dynamics. Understand types of Consumer research and its application in marketing e.g. Segmentation Studies, Innovation Research, Usage and Attitude Studies. Learn how to prepare a Consumer Research Plan. Review case studies.
  7. Learning Outcomes: Understand the role of Brand and Communication research in marketing for business growth. Types of Brand and Communication research and its application in marketing. Understand how to test communication campaign concepts before and after airing.
  8. Writing For PR

    Sessions Writing for Print Media Writing for Electronic Media Writing for Online Platforms On-line Reputation Management Speech Writing The Art of interviewing
  9. Sessions The Brand Concept Brand Audit: Methods and Application Brand Positioning Brand Management Analysing Organisational Culture Internal Communication for Internal Stakeholders Presentations
  10. Learning Outcomes: Defining Marketing Research; what it is and what it can do for a brand and/or a business. Understand the different types of Marketing Research & methodologies. Explore Research processes & prepare briefs
  11. Digital Essentials

    Sessions Introduction to Digital Marketing Digital Brand Building Media Planning, Ad Networks & how they work Marketing automation The Future of Digital Presentations Introduction to Digital Marketing Digital Brand Building Media Planning, Ad Networks & how they work Marketing automation The Future of Digital Presentations
  12. Sessions Emotional Intelligence Your Role Presentation Skills Relationship Management Time Management and Self regulation Decision Manaking and and Stress Management Project Management
  13. Learning Outcomes: Definition of media and the science of how it applies in marketing and communication. The language, terminologies(universe, reach, impact, frequency, burst,continuity, recency) and various concepts of identifying media. The currency of Media its usage and measurement tools. Analyzing demographics, psycho-graphics in media.
  14. Sessions Audit and Stakeholder mapping Objective Setting and Message design Communications Plan Development Event Management and Photography Resource Allocation Impact Measurement and Resource ROI Crisis Communications Management Student Presentations
  15. Sessions Corporate Relations Overview Govt Relations- Public Policy Investor Relations Community Relations Media Engagement Consumer Relations Employee Relations Student Presentations
  16. Sessions Introduction to the concept- IMC Introduction to Advertising Introduction to PR Introduction to Direct and Digital Marketing Introduction to BTL marketing IMC Situational Analysis and objective setting IMC Tactics and Implementation Presentations
  17. Sessions Marketing strategy Design Market Audit Process and Tools Defining goals and objectives Prioritizing Strategy Segmenting, Targeting and Positioning Budgeting and Marketing tactics Measurement and Evaluation Presentations
  18. Foundation Modules Strategic Marketing, Planning and Communications Integrated Marketing Communications Strategic Brand Positioning Research (Communications, Marketing, Media, Consumer) Marketing in a Digital World Adobe Photoshop, Illustrator & In Design Account Management Personal Skills Development Finance in Marketing Communication Agencies Electives Brand Management and Innovation Strategic Account Planning Media Management Traffic and Production Projects Internship
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