Professional Certificate Programme in Marketing and Brand Management for New Age Businesses

Professional Certificate Programme in Marketing and Brand Management for New Age Businesses

Specialization: Marketing & Sales

Batch: 1

Duration: 12 Months

Class Start: 22 Dec 2024

Class Days/Timing:
Sunday - 02:30 pm to 05:45 pm IST

Registration Deadline 21 Nov 2024    Apply Now
IIM Kozhikode

Overview

    The Professional Certificate Programme Marketing and Brand Management for New Age Businesses has been custom designed with an aim to provide students a 360 degree view of various practical and applicable aspects of marketing and brand management in the digital era that includes understanding different types of markets, competition, buyer behaviour and brand building. A sound understanding of such fundamentals helps professionals appreciate concepts of segmentation, targeting, positioning differentiating, pricing and branding strategies which are necessary to design effective marketing and branding strategies for the organization.

    Upon completion of this programme, participants are expected to

    • Learn contemporary marketing and branding strategies, including digital marketing, digital brand management, integrated marketing communications and other emerging trends in these areas.
    • Understand the fundamentals of brand creation, development, positioning and management.
    • Gain insights into consumer psychology and buyer behavior to create effective marketing campaigns.
    • Use data analytics, competition analysis and market research to devise, implement and measure effectiveness of marketing strategies.
    • Develop cohesive marketing messages across various channels to ensure consistent brand identity.
    • Create comprehensive marketing and brand management plans that are relevant to new age businesses and the dynamic environment they operate in.
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Programme Highlights

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Campus Experience

Participate in the 2 day In-Campus immersion module providing participants the opportunity to experience the typical high-intensity classroom and to soak-in the unique campus environment of one of the most iconic and sustainable management campuses in India, set amidst lush green hills and surroundings.

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Executive Alumni Status

Upon successfully clearing the evaluation requirements of this programme , participants qualify for the Executive Alumni status from IIM Kozhikode.

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Industry Relevant Syllabus

Stay ahead of the curve with the latest trends and technologies in marketing and brand management and how they need to be adapted suitably for new age businesses in the digital era.

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Hands-On Data-Driven Activities

Gain insights into emerging platforms and strategies through practical and hands-on exercises that involves analyzing data, implementing different techniques and deriving business relevant insights that can be applied immediately in the real work environment.

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Strategic Insights

Connect with other industry professionals, experts, and peers to expand your professional network. Through an exchange of ideas and experiences, gain strategic insights to create, maintain, and grow a successful brand in today's dynamic business environment.

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Expert-Led Lectures

Lectures from esteemed faculty and industry experts, provide participants with foundational knowledge as well as current trends and insights from the business world. These lectures are not just informative but also thought-provoking, inspiring participants to think beyond conventional boundaries.

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Interactive Discussions

The pedagogy places a strong emphasis on interactive discussions, encouraging participants to share their perspectives, debate on various topics, and learn collaboratively. This fosters a rich learning environment where ideas are exchanged, and diverse viewpoints are valued.

Syllabus

Marketing Management
Retail Markets and Consumer Buying Behaviour
Business Markets and Business Buyer Behaviour
Market Research and Competition Analysis
Segmentation and Targeting
Pricing Strategies
Marketing Channels
Product and Marketing Strategy
    • Paid Marketing
    • SEO and Content Marketing
    • Social Media
    • Video and Mobile
    • RoI
    • What is Brand Management
    • Importance of Brand Management
    • How Does Brand Management Work?
    • Brand Management Strategies
    • Brand Portfolio Management
  • Brand Recognition
  • Brand Equity
  • Brand Loyalty
  • Customer Perception of Brands
  • Brand Image
  • Brand Identity
  • Brand Personality
  • Brand Positioning
  • Brand Re-positioning
  • Brand Positioning vs Product Positioning
  • Digital Brand Strategy
  • Managing Digital Assets and Media
  • Brand Communications Across Platforms
  • Key Brand Metrics
  • Measuring and Analyzing Brand Metrics
  • Calculating Brand RoI
  • Leveraging Social Media
  • Anticipatory Brand Positioning
  • Experiential Branding
  • Purpose Driven Branding
  • Gamified & Outcome Based Branding
  • Sustainable Branding
  • Branding through Digital Innovations (AR/VR)
Integrated Marketing Communications

The dates for the 2 day In Campus immersion session to be held at IIM Kozhikode will be communicated in due course. Attendance to the in-campus module is MANDATORY for all participants. The in-campus modules are subjected to the conditions that prevail at the point of time. These conditions pertain to the Pandemic or other unavoidable reasons. In case the in-campus immersion cannot be held due to some unavoidable compulsions, adequate alternate options will be made available via online sessions.

Need help? Talk to our counsellors

+91 9810241746

Who Should Attend / Eligibility

For Indian Participants - Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a recognized university (UGC/AICTE/DEC/AIU/State Government) in any discipline.

Diploma Holders (10+3) will be considered on a case to case basis subject to having a minimum of 10 Years of work experience in a supervisory role at the time of applying for this programme.

For International Participants - Graduation or equivalent degree from any recognized University or Institution in their respective country.

Minimum of 3 years overall experience in Marketing, Sales or Brand Management or at least 5 years of work experience in business enterprises in a managerial position.

Marketing professionals looking to update their skills with the latest marketing trends and techniques.

Business owners and Entrepreneurs aiming to build and manage their brand effectively in a competitive market.

Brand managers responsible for maintaining and enhancing brand value who seek to learn more about new-age consumer engagement and retention strategies.

Leaders who want to become more knowledgeable about effective marketing and brand management strategies.

Professionals who have recently taken on a marketing role or aspire for a career in marketing and/or brand management and wish to gain a deeper understanding of the domain.

Certificate

Evaluation methodology is the discretion of the faculty. A minimum of 75% attendance to the sessions (live as well as on-campus modules) is a prerequisite for the successful completion of this program.

During the course, there will be periodic evaluations in the form of quiz, class assignments, project, case analysis, or any other objective/subjective assessment decided by the instructor during the class hours. Hence, the participants are expected to complete the given evaluation components on time successfully. IIM Kozhikode will award the course completion certification to those who complete the assessment components successfully along with the attendance criteria. The main objective of assignments/projects will be to help the participants apply their conceptual learning in the programme to actual organizational decision scenarios.

The participants will have to secure the minimum pass marks in the respective evaluation components. Participants who successfully complete the same and satisfy the requisite attendance criteria, will be awarded a certificate of completion. Participants who are unable to clear the evaluation criteria but have the requisite attendance will be awarded a Participation certificate.

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Features

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Live and Synchronous Learning

Live and synchronous instructor led classes imparting interactive and real time learning from eminent faculties of the Institute.

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Convenient Class Schedule

Live classes are structured to suit the schedule of working professionals.

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Practice Based Learning

Gain practical knowledge through case study discussions, class exercises, individual or group activities and peer to peer interactions.

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On Campus Visit

Campus visits are built into the programme construct that allows learners to experience the campus and network with the faculty and fellow participants with varied background and experience.

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Learn from Anywhere

No need to travel to an institute or learning center. Student may learn from the comfort of his/her home and on their own device.

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Access to Recorded Sessions

Subsequent to the live synchronous classes, participants can access the recorded sessions for review and revision as and when needed.

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Financing Options

Speak to our academic counsellors to know more about the loan and financing options offered by multiple Finance Partners.

Total Programme Fees

INR 2,45,000/- + GST



Option 1

Make the full payment of INR 2,45,000 + GST upfront.

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Option 2

Pay INR 50,000 + GST at the time of registration and avail a loan on the remaining INR  1,95,000 + GST.

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Option 3

Make payments as per the Instalment structure provided below.

Pay Instalment

About the Institute

Founded in 1997 with its flagship Post Graduate Programme (PGP), the Indian Institute of Management Kozhikode (IIMK) has evolved into a leading institution in management education. It offers a wide array of academic programmes, including the Fellow Programme in Management, Executive PG Programmes, Management Development Programmes, and Faculty Development Programmes. In 2013, IIMK established a dedicated Satellite campus at Infopark, Kochi, focused on Executive Education. IIMK also pioneered the PhD (Practice Track) programme for working professionals and launched innovative courses such as the one-year Post Graduate Programme in Business Leadership (2019), MBA in Finance, and MBA in Liberal Studies & Management (2020).

The institute is home to IIMK LIVE, a first-of-its-kind startup incubation programme, and the Indian Business Museum. IIMK ranks 3rd in the NIRF India Rankings 2024: Management and consistently places among the top 5 business schools in India. Globally, it is recognized in the QS World University Rankings by Subject 2024, in the 151-200 band for Business & Management Studies. Its flagship MBA (PGP) and EMBA (EPGP) programmes are also featured among top global institutes in these rankings.

IIM Kozhikode made significant leaps on the global stage, climbing 100 places in the QS rankings. It is ranked No. 2 in the CFI (non-Technical) category of the Atal Innovation Rankings (ARIIA 2021), the only IIM to achieve this distinction. IIMK is globally accredited by EQUIS (EFMD) and AMBA (UK) and debuted in the prestigious Financial Times Rankings in 2023. In the Financial Times Open-enrolment Executive Programme Providers Rankings for 2024, IIMK secured the 70th position globally.

The institute ranked #68 globally for its full-time MBA programme in the FT Masters in Management (MiM) 2024 rankings. Over the past two decades, IIM Kozhikode has delivered nearly 1300 Management Development Programmes (MDPs), training over 41,000 participants from 150+ organizations, including several Fortune 500 companies.

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FAQ

The Professional Certificate Program in Marketing and Brand Management for New Age Businesses has been custom designed with an aim to provide students a 360 degree view of various practical and applicable aspects of marketing and brand management in the digital era that includes understanding different types of markets, competition, buyer behaviour and brand building. A sound understanding of such fundamentals helps professionals appreciate concepts of segmentation, targeting, positioning differentiating, pricing and branding strategies which are necessary to design effective marketing and branding strategies for the organization. 

 

Upon completion of this programme, participants are expected to 

  • Learn contemporary marketing and branding strategies, including digital marketing, digital brand management, integrated marketing communications and other emerging trends in these areas.
  • Understand the fundamentals of brand creation, development, positioning and management.
  • Gain insights into consumer psychology and buyer behavior to create effective marketing campaigns.
  • Use data analytics, competition analysis and market research to devise, implement and measure effectiveness of marketing strategies.
  • Develop cohesive marketing messages across various channels to ensure consistent brand identity.
  • Create comprehensive marketing and brand management plans that are relevant to new age businesses and the dynamic environment they operate in.

This Professional Certificate Program in Marketing and Brand Management for New Age Businesses is an online program and classes for this program are live, virtual and Instructor-led.

The Professional Certificate Program in Marketing and Brand Management for New Age Businesses extends over a duration of approximately 12 months. All the live classes will be conducted on Saturday evenings. 

This curriculum for the Professional Certificate Program in Marketing and Brand Management for New Age Businesses course is designed and curated by IIM Kozhikode. After completing the course, you will receive certificate of completion/ participation from IIM Kozhikode.

This programme is offered by IIM Kozhikode in partnership with Veranda HigherEd. All aspects related to admissions, coordination, student relations and support will be managed by Veranda HigherEd.

The live classes for this course will be held on Sundays from 02.30 p.m. to 05.45 p.m. IST.

If you miss a live class of this programme, the recording of the same will be made available within the next 24 hours which you can subsequently access 24X7 for the entire duration of the programme. However, in order to calculate your attendance requirement for successful completion, only attendance to live sessions will be considered for calculations.

The classes for the Professional Certificate Program in Marketing and Brand Management for New Age Businesses will be conducted by eminent faculty from IIM Kozhikode. This course may also include some sessions delivered by Industry professionals as deemed appropriate by the Institute.

Yes. IIM Kozhikode’s Professional Certificate Program in Marketing and Brand Management for New Age Businesses follows a hands-on approach for teaching crucial marketing and brand management related skills to the participants. It provides the participants with the opportunity to work on hands-on data driven activities, case discussions, and collaborative projects as applicable.

This programme is conducted in a live and virtual mode and therefore participants are expected to begin and complete the programme with the rest of the batch and so this programme needs to be data completed within the specified duration i.e. 12 months – as per the schedule published from time to time during the course of the programme.

No, this is an executive certificate programme, especially curated for working professionals, offered by IIM Kozhikode in partnership with Veranda HigherEd.

Upon successful completion of the programme, participants will have the opportunity to gain an Executive Alumni status of IIM Kozhikode.

  • For Indian Participants - Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a recognized university (UGC/AICTE/DEC/AIU/State Government) in any discipline.
  • Diploma Holders (10+3) will be considered on a case to case basis subject to having a minimum of 10 Years of work experience in a supervisory role at the time of applying for this programme.
  • For International Participants - Graduation or equivalent degree from any recognized University or Institution in their respective country.
  • Minimum of 3 years overall experience in Marketing, Sales or Brand Management or at least 5 years of work experience in business enterprises in a managerial position..
  • Marketing professionals looking to update their skills with the latest marketing trends and techniques.
  • Business owners and Entrepreneurs aiming to build and manage their brand effectively in a competitive market.
  • Brand managers responsible for maintaining and enhancing brand value who seek to learn more about new-age consumer engagement and retention strategies.
  • Leaders who want to become more knowledgeable about effective marketing and brand management strategies.
  • Professionals who have recently taken on a marketing role or aspire for a career in marketing and/or brand management and wish to gain a deeper understanding of the domain.

IIM Kozhikode’s Professional Certificate Program in Marketing and Brand Management for New Age Businesses has been specifically designed for experienced professionals who want to enhance and advance their skills and achieve their organizational goals. A minimum of 3 years overall experience in Marketing, Sales or Brand Management or at least 5 years of work experience in business enterprises in a managerial position is a prerequisite for this course.

Speak to Veranda HigherEd’s Program Advisors to know more about the program and how it will benefit your career progression goals. The Program Advisor/Admission Manager at Veranda will do a preliminary eligibility check with the interested candidates. This may include for initial scrutiny against specified eligibility criteria like educational qualifications, years of experience, details of current employment and proficiency in English amongst others. Once eligibility has been established, qualifying candidates may register online at and proceed to pay the first Instalment or the full program fee online. Candidates will also be required to furnish soft copies of necessary documents for validation and selection. Candidates will be required to pay the program fee as per the options chosen by the candidate. If you have any questions about the kind of supporting documents that needs to be uploaded, please speak with our Program Advisor/ Admission Manager who will be able to guide you through the process. All the information and documentation provided by you at the time of enrolment will be duly verified by Veranda and the Institute and if it is determined that the information and/or documentation provided by you is inadequate and/or does not substantiate the entry requirements and prerequisite criteria to the course, then your enrolment to the course will be cancelled with immediate effect and you may run the risk of forfeiting the fee paid.

You can email the Admissions Office at admissions@verandahighered.com or call your Program Advisor or Admissions Manager.

In order to secure admission to this programme, you will be required to submit soft copies of the following documents

•     Passport size photograph

•     ID proof (Copy of Adhaar card, driving licence, passport or similar)

•     Copy of Degree Certificate and Marksheet as available

•     Declaration of details of work experience as mandated

Indian participants will need to pay Rs.2,45,000 + GST as programme fee. Participants residing outside India will be required to pay USD 4800 as programme fees. 

The program fee includes your application fee, tuition charges for all live and synchronous sessions, learning materials, case studies, class exercises, assessment charges as applicable as well as the boarding and lodging charges during the in campus immersion. 

While the campus immersion fee along with the boarding and lodging charges are included as a part of the program fee, the actual travel related expense will need to be borne by you. 

Yes, Veranda has tied up with a financial service providers. Should you require any assistance with financial loans, our Program Advisor/Admission Manager will be happy to support you with the guidelines for the same. However, the decision to grant the loan will depend on the adequacy of documents submitted and will be at the sole discretion of the respective financing agency/bank. The loan itself will be based on a mutual agreement exclusively between you and the financing agency/bank and Veranda will have no role whatsoever in this financing arrangement between the two parties. In order to proceed with the loan, you will need to complete your online registration with Veranda, pay the Instalment 1 amount and share the necessary documents for validations. 

Yes, if your credit or debit card has a payment through EMI option enables, you can choose an EMI option at the time of paying through your credit or debit card. We also have other financing options offered through other financial service providers that you may wish to consider. For more information, reach out to our Program Advisor/ Admissions Manager.

If you choose to opt out of the course with more than 21 days remaining for course commencement, you may raise the request for the same with our Student Relationship Manager and you will be eligible to get an appropriate refund post deduction of a penalty amount of Rs.5900 if you are an Indian participant & USD 125 if you are a foreign participant. You will not be eligible for any refund if the refund request is received within 21 days or less from the course commencement date.

Veranda, in partnership with an Institute, where applicable, reserves the right to cancel courses at any time owing to reasons like insufficient enrolments, trainer indisposition, pandemic related or force majeure events. In the event that Veranda or the Institute cancels a scheduled course, the participant will receive full fee refund for the same. All refunds, in such cases, will be processed within 30 days from intimation of refund approvals by Veranda.

Valid requests for refund of fees on account of cancellation of enrolment by the participant shall be considered only if such requests are received at least 21 days prior to class start of the programme. On receipt of such valid requests for refund of fees, the down payment or fee paid shall be refunded after deducting a penalty of Rs.5000+GST for Indian participants & USD 125 for foreign participants. All refunds, in such cases, will be processed within 30 days of receipt of a valid refund request. In all other cases, no refund shall be made.

No, in the normal course, we do not encourage transfers to subsequent batches as it impacts your learning and career goals. Additionally, batches are monitored by the institute and are run as per their standards. However, in exceptional & compelling circumstances, you may raise your concern and transfer request with your Student Relationship Manager (SRM) who will present your case to the Institute for approval. You will be eligible to transfer to a subsequent batch if and only if the request is explicitly approved by the Institute(s). Do note that such batch transfer requests needs to be made at least 21 days prior to the commencement of the program

In the event that your transfer request to a subsequent batch is approved, any amount paid by you within the current financial year shall be considered as advance payment towards the next batch. However, you will be required to pay the following additional charges

  • A Batch Transfer fee of Rs.5900
  • Differential amount of fees if there is a difference in the program fee between the 2 batches
  • Actual costs for tools/simulations/licences or learning materials – as determined by the Institute.
  • If the batch transfer request is approved more than one financial year apart, only the base fee paid will be considered as advance payment towards the next batch. The tax component will not be adjusted towards the applicable for the current batch you are being transferred to.

You can attend the live classes of this programme using a laptop or desktop with basic specifications. However, in order to optimize your learning experience we recommend that you have the following,

  • Internet speed of 1 Mbps minimum (preferable wired connection).
  • Supporting OS – Window 7, Window 8, Widows 10, Safari & Mac OS.
  • Recommended Browser – Google Chrome and Firefox
  • Recommended Device – Laptop or Desktop (Avoid using Mobile or Ipad)
  • Functional web cam, microphone and speaker enabled on your laptop/desktop
  • Latest Adobe flash player should be installed in your system.

Once your admission to the programme is confirmed, dedicated Student Relationship Manager (SRM) will be assigned to you and you may direct all your queries and questions related to the content and delivery to you assigned SRM. Alternately, since the classes are all live and virtual, you will also have the opportunity to raise your academics related questions and doubts with the faculty either real time during the class or offline through our LMS. 

Any queries you have regarding the programme or the admission process may be directed to our Admissions team. Once your enrolment to a programme is confirmed, a dedicated Student Relationship Manager (SRM) will be assigned to you and you may raise all subsequent queries and clarifications with the assigned SRM.

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