PGP in Digital Media & Marketing Communications

This course addresses the management challenge of designing and implementing the best combination of marketing actions to carry out a firm’s strategy in its target markets. Specifically, this course seeks to develop your skills in applying the analytical perspectives, decision tools, and concepts of marketing to the following decisions: segmentation, targeting, positioning, product, pricing, distribution, and promotion.

This course delves into the theoretical foundations and practical applications of financial analysis and performance management within organizations. Participants will explore advanced topics such as shareholder and customer value creation, cash flow statement analysis, income and cost performance assessment, and strategic business planning. Through rigorous academic inquiry, case studies, and research projects, students will develop a deep understanding of key financial concepts and analytical techniques essential for making informed managerial decisions. Emphasis will be placed on critical thinking, data interpretation, and the synthesis of complex financial information.

Social, economic, cultural, psychological and technological forces shape what people think, feel, and do, i.e., human behavior. A large part of this behavior is what we call as “consumer” or “customer” behavior, i.e., things they do in the marketplace. This course focuses on generating insights about how people acquire and consume goods and services to solve problems in their lives. This course will introduce a customer insights framework and introduce some of the qualitative and quantitative methods of generating insights. Although we will introduce/discuss many concepts, we will focus on applying them through case discussions, customer insights project, and workshops.

Business analytics enables organisations to make quicker, better, and more intelligent decisions for creating business value in the broadest sense. It is a process of transforming data into actions through analysis and insights in the context of organizational decision-making and problem-solving. The course will help students to gain an understanding of how managers use business analytics to formulate and solve business problems and to support managerial decision making. The objective of this course is to learn analyzing Business data and learn tools of statistical inference used in making business decisions.

This course involves understanding of what media planning & buying constitutes and the terminologies associated with it. It will help students to get an overview of media planning functions and how they work within an integrated marketing system which deals with various stakeholders such as Platforms, Publishers, and Networks.

This is an introductory course on the fundamental principles of Management & Strategy. The course examines the purpose of organizations, how they work and highlights the major functions of management. In addition, this course seeks to discuss concepts and tools for designing and implementing effective competitive strategies in the rapidly changing global business environment. Strategy is about the direction of organizations and is aimed at understanding why some organizations succeed while others do not. It includes those issues which are of primary concern to senior management, or to anyone seeking reasons for the success and failure among organizations. Students are placed in the role of key decision makers and asked to address questions related to the creation or reinforcement of competitive strategies and competitive advantage.

Strategic Brand Management addresses the multi-faceted aspects of the design, creation, launch, and management of brands with the purpose of driving organizational growth through brand performance. Students learn how supply chains operate and how brands interact with distributors and service delivery networks. The course emphasizes the development and execution of marketing mix planning to establish advertising, promotion, pricing, and distribution practices.

In 'Digital & Social Media Marketing' course, students will get a comprehensive understanding of the digital and social media marketing landscape including different platforms, media, tools, and metrics. Based on this understanding, students will learn how different marketing objectives of the organization can be accomplished through digital and social media marketing strategies.

Digital Media Analytics and Metrics teaches students to understand and use digital analytic tools and methods. Emphasis is placed on how the tools and methods are used to evaluate digital marketing practices and help design digital strategies. The course features in-depth learning about digital media metrics including Google Analytics and other web and mobile metrics used to evaluate consumers’ use of digital devices, platforms, content consumption, and sharing.

The course is designed to give a holistic view of the full spectrum of the product management work starting from the process of identifying product opportunities from market intelligence, steps in developing a product strategy, new product development process, product positioning and the post launch support required for a product. Each phase of the product lifecycle will be discussed and the marketing strategies appropriate in each stage of the product lifecycle.
The course will also cover the steps towards maintaining a healthier balance between the tactical tasks required for the role and the longer-term strategic aspects that a Product Manager must essentially focus on.  We will also step through the best practices and the soft skills required for working with the cross-functional teams and the top management for effectively driving the product strategy across the organization.
The course will lay emphasis on the real-life case studies and examples to explain and illustrate the practical implementation of the concepts.

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This course will provide students with various concepts and frameworks for establishing & growing businesses in both products & services. They will learn the guiding principles of professional selling and complex negotiations, as well as strategies for customer relationship management and strategic account management. The course will also introduce them to latest sales technologies being used in the industry. Students will practice their selling and business development skills through practical examples, real-life case studies and role plays.

This course will introduce students to the study of human behavior in organisations. They will explore key approaches, concepts, frameworks and issues in organisations and how to apply this knowledge to enhance individual, team, and organisational performance. From managing individuals and understanding group dynamics to managing conflict and initiating change, this course will cover major aspects associated with people management in contemporary organisations.

In an analytics-driven business environment, this analytics-centred consumer marketing course is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals. Participants study the art and science of brand management and category management. They learn to use consumer analytics to effectively market consumer products. They learn the use of retail analytics to refine the retailing mix. They gain expertise in the use of marketing/business analytics, market research, and financial statements for taking analytics-driven business decisions. They acquire an appreciation of supplier-retailer relationships in the development of marketplace equity.

Strategic Marketing Communications covers the principles and practices of brand communications. The course provides a formal strategic process for developing marketing communications and media plans and managing the communications between an organization and its stakeholders.

Content Creation and Storytelling addresses the processes and methods for developing branded content. This course combines marketing strategy, media tactics, and practical skills to enable strategically effective digital content creation. Students learn how brand storytelling is executed to create and disseminate content to media audiences and social media interactants. Students create a strategy for a brand and then develop multiple types of content including images, videos, email newsletters, and written stories, which collectively represent a coherent execution of brand strategy.

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The goal of this course is to develop skills in formulating and implementing marketing strategies for brands and businesses. This will help students to gain 360 degrees understanding of the business from marketing perspective. The course will cover areas such as the selection of which businesses and segments to compete in, how to allocate resources across businesses, segments, and elements of the marketing mix.

It will help students develop a problem-solving mindset and inculcate skills of ideation and prototyping that can be applied to a variety of disciplines. They will learn to apply design thinking methodology to real-world problems and develop viable solutions to user challenges using an approach that fosters creativity and innovation.

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Media Ethics and Policy introduces students to the many ways in which ethical issues in media can impact self and society. In a media-saturated world, the scenarios, venues, and opportunities wherein we are exposed to ethical conundrums or dilemmas are exponentially magnified.

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In this course, students will learn:
- The meaning behind common AI terminology, including neural networks, machine learning, deep learning, and data science
- What AI realistically can--and cannot--do
- How to spot opportunities to apply AI to problems in your own organization
- What it feels like to build machine learning and data science projects
- How to work with an AI team and build an AI strategy in your company
- How to navigate ethical and societal discussions surrounding AI
Sample course link - https://www.coursera.org/learn/ai-for-everyone

Do you need to write more easily and effectively in English? This course will provide the tools to help you do just that. You will develop your personal voice in your writing. You will develop strategies to plan and produce clear, understandable text. You will learn and practice specific writing skills to use in different types of business communications including cover letters, mission and vision statements, proposals , instructions and reports. You will organize, design and write clear text for Power Point Productions. Writing skills include how to choose correct noun and noun modifiers; how to choose correct verb forms and tenses; how to write a variety of clauses and sentences.
Sample course link - https://www.coursera.org/learn/business-writing-english 

Spreadsheet tools like Excel are an essential tool for working with data - whether for data analytics, business, marketing, or research. This course is designed to give you a basic working knowledge of Excel and how to use it for analyzing data.
Sample course link - https://www.coursera.org/learn/excel-basics-data-analysis-ibm 

Learn how to use Microsoft PowerPoint to quickly create, edit, and share professional-looking presentations.
Sample course link - https://www.linkedin.com/learning/powerpoint-essential-training-microso…

This course covers how to edit and format text to create a stylish document with instant purpose. Find out how to leverage templates and built-in tools, create numbered and bulleted lists, work with columns and tables, add images to your documents, collaborate on documents with your team, and share documents via OneDrive and email.
Sample course link – https://www.linkedin.com/learning/word-essential-training-microsoft-365-17548621 

A bootcamp will be conducted during the orientation week to provide the students with a refresher on basic mathematical concepts. These are essential concepts that the students must be well-versed with to perform well in the programme.

During orientation, a workshop will be conducted on campus about case study pedagogy along with live solving of a case. This will apprise students on the case-based methodology that would be extensively applied throughout the programme. Benefits of case-based pedagogy:
•    Application of knowledge
•    Critical thinking and problem-solving skills
•    Collaboration and communication
•    Contextual learning
•    Multidisciplinary integration