Advanced Certificate in

Brand Communication
Management
5 Months | 5 weeks per specialisation (optional) | Online

Specialisations Available:
Social Media and Content Marketing Marketing Communications and PR
Contents
About upGrad

About MICA

Insights from Academic and Industry Experts

Program Highlights

Who is this Program for

Program Curriculum

Elements of Career Services

upGrad Learning Experience

Program Details
About upGrad
Every business requires a successful marketer in today’s world,
communication strategy aligned with you need to have an in-depth
its business objectives. This understanding of communication
communication strategy needs to be management, especially in the digital
impactful and e cient. We are at an age and how to build a brand that your
exciting juncture in the business and customers can connect with and
economic history of India and need to achieve business goals in the process. If
market our products in the best way you are reading this, you may wish to
possible to compete with multiple accelerate your career in Brand
players in the market. As more Communication Management. With
products are being launched everyday, upGrad, we promise to equip you with
there is an increased in demand for the perfect mix of business acumen
qualified, well-rounded marketers to and technical capabilities to help you
take them to the market in the most achieve exactly the same.
e ective way. And to become a

Ronnie Screwvala
Co-founder and Chairman
About MICA
MICA - The School Of Ideas, Commercial Strategy and
established in 1991, is one of the Communication APAC, FOX; Swati
premier business management Rai, Basel Analyst at Societe
institutions in Asia-Pacific, known General Global Solutions Centre.
for its prowess towards Integrated
Marketing Strategy, Digital I can guarantee that the MICA
Transformation Management, and upGrad partnership will bring
Marketing, Creativity and all the traditional techniques and
Communication. Companies hiring tools in marketing and combine
from MICA include Amazon, Axis them with cutting edge learning
Bank, BCG, Google, GroupM, Ogilvy that will make you the most
and many more. MICA has successful leader not just in a
educated thousands of Marketing & marketing role but in the world of
Business Leaders in the last 25 business management. In an
years, with alumni stalwarts like inter-connected global world you
Kunal Jeswani, CEO of Ogilvy India; will emerge as a responsible
Athreyan Sundarajan, VP, responsive smart leader.

Prof. Githa Heggde

Dean
Insights from
Academic and Industry Experts

FALGUNI VASAVADA-OZA
Professor, MICA
She completed her PhD in
Advertising Management and
has spent almost 20 years
teaching Marketing, Advertising
and IMC- related subjects at
MICA.

DR. ANITA BASALINGAPPA

Professor, MICA
She is a professor in Marketing and
Chairperson of Online Programs at
MICA.

JAGANNATH A.L
Head of Marketing, ThoughtWorks
He is an MIT Sloan alumnus who has
worked with companies like LinkedIn,
VMware, DDB Mudra and more. He has
over 25 years of Marketing experience
across categories.
Insights from
Academic and Industry Experts

SIDDHARTH KAPUR
Business Head - Adult Nutrition
and Wellness - India & SEA, Danone
A purpose-driven growth mindset
backed professional with 13+ years of
experience in consumer-centric
marketing. His business expertise is
driven by compelling brand
storytelling.
AMEYA MOHANE
Brand Marketing Strategist
Consultant Brand Gene
A seasoned brand marketing,
innovation and communications
consultant with 15+ years of
experience in managing integrated
brand marketing.
Program Highlights

Learn from World-Class Experts

-Study from reputed instructors from MICA
-Get guidance from industry stalwarts working at HUL,
Xiaomi, Reliance and more

Work on Case Studies and Projects

-Immersive workshops on creative brief writing and brand
concept building
-Solve case studies and business problems for companies
operating in various industries

Master Skills with Playbooks

-Learn how new-age brand managers build strategies and
execute campaigns

1:1 Executive Coaching Sessions

-Powerful, industry preferred approach to leadership
development
-Participants get a chance to work with highly experienced
coaches

Fun and Interactive Networking Sessions

-Networking is a critical ingredient to successful
leadership and this program intends to help learners build
their network through interactive sessions with accomplished
peers in this program
Program Highlights

25+
Live Sessions
5+
Case Studies

5+ 4+
Tools & Templates Industry Trends
Debate Sessions

6
1
Capstone
Personalised
Industry Sessions
Project

2
Days Immersion*

*The program fee is exclusive of expenses pertaining to travel, lodging, and meals.
Who is this Program for?
The Advanced Certificate in Brand Campaign Management is designed to train
professionals to meet the growing demand for professionals in the Brand and
Communications industry. The curriculum is dynamic and is adapted to suit the
changing needs of the industry. The main objective of the course is to provide
basic and emerging concepts in relation to better decision making in the areas
of branding and campaign management.

01. 02.
FRESHERS TRADITIONAL
MARKETERS

03. 04.
COPYWRITERS SALES
PROFESSIONALS

05.
ENTREPRENEURS
Program Curriculum
COURSE MODULE TOPICS

-Di erence between Marketing, Advertising

and Branding
-Meaning and Significance of Branding
Introduction to -Examples of successful brands and their
Branding characteristics
-Brand Equity Concept - Keller's CBBE

-Importance of being a customer-centric

brand
-Types of Consumer Archetypes
(examples with different brands)
Introduction
to Brands
and
Customers -Understand primary and secondary
research
skills to gather consumer market data
-Explore the use of surveys, focus groups,
and other qualitative methods of research
Customer
Centricity
-Introduction to Consumer Marketing,
Consumer Psychology and Buying Behaviour
-Understanding Online and O ine Consumer
Behaviour

-What are insights, how do you derive

insights? (tension vs human truth)
-Insights - Learning How to Apply Them
Program Curriculum
COURSE MODULE TOPICS

-Brand Architecture and Brand Portfolio -

Advantages of Creating a Brand Portfolio,
Brand Portfolio vs Brand Architecture,
Strategies for Brand Portfolio Management
-Outcomes of a Faulty Portfolio Strategy

-Overview of your industry, a look at your

target market, an analysis of your competition,
your own projections for your business, and
any regulations you'll need to comply with.

Introduction
to Brands
and
Customers -Talking about common business problems
and how they can we translated to brand
problems. For example: Raising product/service
Brand prices at a rate greater than inflation over time
Management and -Focus on short-term profitability at the expense
Assessment of long-term revenue growth, Leveraging brand
equity and launch newer SKUs for ensure
profitability
-Increasing trial for new product in Tier 3 cities,
etc

-What is a brand brief? Who should write a

brand brief? Elements of a brand brief
(An Overview of Your Business and Brand,
The Objectives of Your Branding Project,
Your Target Audience and Market, The
Problem You’re Facing, Project Specific
Information, More About Your Business,
Competitor Information, Project Timescales,
Project Budget, etc), Steps of writing a
brand brief
Program Curriculum
COURSE MODULE TOPICS

-Introduction to Marketing Communications

and channels
-Introduction to o ine advertising channels
-Evaluation of some groundbreaking advertising
campaigns by brands

Marketing
Communication
s - Channels
-Introduction to online advertising channels
Social media, SEO, SEM, etc.
Marketing
-Evaluation of some groundbreaking advertising
Communic campaigns by brands
a- tions

-Introduction to full-funnel marketing

What, why and how of IMC
-Selecting the right channel mix & building a
Integrated unified brand identity; Media mix strategy
Marketing -Examples of a Brand Campaign with successful
Communications integrated marketing communication strategy

Capstone Part A
Program Curriculum
COURSE MODULE TOPICS

-What is brand planning and strategy - key

responsibilities of a brand strategist /
planner
-A Day in the life of a brand
strategist/planner
+ myth buster Key areas of learning to be a
successful brand strategist/planner

-Evolution of Ad Agencies- Various Stages and

Current Status, Various Functional
Departments
and scope of their Work (Account Planning,
Account Servicing. Creative Copy & Art, Media,
Production, Billing, HR etc.), Ad Agency:
Working in Functions, Types, Structure, Departments,
an Agency Remuneration

Brand and Agency

-Introduction to Account Management-Scope,
Definition, Responsibilities and
Implementation
Paths
-Client Related Issues and Process: Stages in
the Client Agency Relationship, Factors
a ecting Client-Agency Relationship
-Revenue and Commission Systems
-Building a perfect pitch
-Agency Visits and Interacting with
Management

-How to decode a brand brief from scratch

and build a strategy around it
Program Curriculum
COURSE MODULE TOPICS

-Introduction to Strategic Planning and

its importance
-The Process of planning and various
steps involved

Brand Campaign -Establishing the importance of Creative

Management - I Brief -Workshop on the elements of a
Creative Brief -How to formulate a succinct
brief and coming
up with the Big idea

-Brainstorming and Ideation techniques

-Creation of messaging strategy: What to

say (Selection of Attributes, Benefits and
Working in Appeals)
an Agency -How To Say (Selection of Verbal and
Visual Elements
-Execution style and Source of Delivery -
Stakeholder Management

-Media planning and buying

process -Evaluating media options
Brand Campaign -Understanding RFM
Management - II

-Measuring + Reporting Campaign Results;

Criteria For Judging
-Campaign Results – Sales, Awareness, Purchase
-Intention, Emotional Impact, GRPS, etc.
-Research Techniques For Pre and Post Testing

-How to curate and deliver a perfect brand

pitch -Deck creation + Delivery

CAPSTONE PART 2

Disclaimer: Program curriculum is subject to change basis inputs from the institute and experts. Please refer to the
website for update details, or speak to our Admission Counsellors.
Program Curriculum
For Specialisations: Social Media and Content Marketing

Deep Dive into Content Creation

-Get a depth understanding of the 3 C’s of content creation - customers, channel & content.
-Learn the art of storytelling and understand the change in messaging style at different
stages of the consumer funnel.
-Understand the various strategies for the content creation process such as auditing
competitors
to create better content and repurpose content for more e ective use.

Advertising on Social Media

-Identify the different objectives and different factors which can be achieved by running ads
on various social media platforms.
-Understand and analyse the different performance measurement and optimisation
avenues
possible for social media ad campaigns.
- Deep dive into different social media ad platforms such as Facebook, Instagram, LinkedIn,
Twitter and Quora etc.

Community Management
-Learn to manage a community or an audience and how to set up a strategy for community
engagement.
-Understand how to implement the strategies and engage with your community, ranging
from creating a welcome message to your audience, and responding to different kinds of
messages
your community poses, to creating contests and engagement activities for your audience.
-Learn the various content moderation techniques.
-Learn how to use Facebook, Hootsuite, and other tools to automate community
engagement activities. Also, how to identify the right KPI’s that will aid your analysis.

Case Studies and Tools

-Project on how McGraw Hill uses content marketing to create awareness about its
brand.
-Project on making the community engagement strategies for The Quint and creating
the necessary communication for its diverse set of users.
-Learn tools like Hootsuite and Canva apart from learning to work on different social
media ad platforms.
Program Curriculum
For Specialisations: Marketing Communications
with Focus on Public Relations

Campaign Planning
-Situation analysis.
-Defining communication objectives.
-Defining target audience and building a buyer persona.
-Identify the USP for your communications.
Key Outcomes:
-Understand the different steps going into developing marketing communications campaigns.
-Perform situational analysis, and develop communication objectives.
-Create a buyer persona of your target audience.

Developing Creative Communications

-Creativity and idea generation.
-Defining customer-centric communication.
-Writing creative briefs.
-Proposal writing.
Marketing communication tools.
Key Outcomes:
-Understand and implement different idea-generation techniques.
-Write creative proposals and creative briefs.
-Identify the different marketing communication channel mixes to distribute your content.

Public Realtions
-Building and maintaining media relationships.
-Influencer and analyst relationships.
-Online reputation management.
-Crisis management.
Key Outcomes:
-Understand how to develop media, influencer, and analyst relationships.
-Manage online reputation across different social media channels.
-Develop and distribute crisis management communications.
Elements of Career Services

Jobs on Career Centre Just In Time Interview Prep (JIT)

Career Centre offering upGrad jobs For upcoming job interviews, JITs are
across experience levels and CTC ranges. conducted within 48 hours for eligible programs.
Tailored to the job role and target domain
Easy apply feature for upGrad hiring Real time feedback and tips for improvement
partner vacancies
Create resume at profile builder and
with one click to apply for various jobs

High Performance Coaching

Dedicated coaches work with you to identify
Interview Preparation best-suited career opportunities.
Pre-recorded content on topics such Help you define your value proposition
as: Lay out a Career Path and help you
Profile building, communications, adhere
etc to your timelines and goals
Problem solving approach Help you with interview preparations,
Approaching guesstimates finding
Domain specific interview jobs in the market, salary negotiations
question bank and much more. and
other preparations as required

Profile Builder (AI Powered) Personalised Industry Session

An easy to use Resume, LinkedIn and 90-minute sessions over the weekend
Cover letter preparation tool. by leading industry experts
Resume Score: AI-Driven Resume Session categories: Career
Score
Technical and Communications
Real-time recommendations to
improve Doubt resolution
Match your resume to the JD and Develop proof of concepts and
check the LinkedIn Profile Review. apply theoretical concepts in the
Cover Letter creation real world
Assess skill levels
Peer Networking
Career Mentorship Sessions Classroom element
Business communication sessions
Get personalised career advice through 1- and much more.
1 sessions with industry experts.
Goal setting for better employment

results

Disclaimer: Career services are subject to change. Please refer to the upGrad website or speak to our
Admission Counsellor for updated details.
upGrad Learning Experience

LEARNING SUPPORT

Student Support Team

-Student Support is available 7 days a week, 24*7
-You can write to us at [email protected] or for
urgent queries, use the "Talk to Us" option on the learning
platform.

Industry Mentors
-Receive unparalleled guidance from industry mentors, teaching
assistants and graders.
-Receive one-on-one feedback on submissions and personalised
feedback for improvement.

DOUBT RESOLUTION

Q&A Forum
-Timely doubt resolution by industry experts and peers.
-100% expert-verified responses to ensure quality learning.

Expert Feedback
-Personalised expert feedback on assignments and projects.
-Regular live sessions by experts to clarify concept related
doubts.
2 Days Immersion

Engage in an immersive experience and meet your peers in this immersion*

Interactive Learning Peer Personal

with Faculty Networking Growth

*The program fee is exclusive of expenses pertaining to travel, lodging, and meals.
 Program Details

Program Start Date Program Fee

Visit
website Advanced Certificate in Brand
Communication Management -
Please refer to the website.

Program Duration Advanced Certificate in Brand

Communication Management + 1
Visit Specialisation - Please refer to the
website website.

Advanced Certificate in Brand

Communication Management + 2
Eligibility Specialisation - Please refer to the
website.
Bachelor’s Degree or Equivalent

Selection Process

Fill the application Get shortlisted Pay & start learning

form Candidates will be An offer letter will be
Apply by filling a simple shortlisted based on rolled out to select a few
application form. application candidates. Secure your
submitted. seat by paying the
admission fee.

Disclaimer: Program fee and payment options are subject to change. Please refer to the website for
updated details or speak to our admission counsellor.
 upgrad.com

For further details, contact

[email protected] 1800 210 2020

*We are available 24*7

upGrad Education Private Limited. Nishuvi, 75, Dr. Annie Besant

Road Worli, Mumbai - 400018, India.