Post Graduate Certificate Programme in Branding & Advertising (PGCPBA)
Associate for Technical and Student Support: Miles Education Private Limited
Programme Overview
The programme is designed to help guide the participants’ advertising development by ensuring it’s backed by a solid, effective strategy linked to business goals
- The digital age has reshaped advertising-how it’s viewed by consumers as well as how it’s approached by those charged with developing it
- Advertising, Branding & Marketing sector has top 10 most in-demand jobs in the post-pandemic era
- Consumer digital multiverse unlocks employment across various verticals that require specialization to implement strategies that you can and should put into place to market successfully in a post-pandemic world
- Marketers need to upskill in tools to have by their side to increase efficiency and ROI
- A deep understanding of the new customer journey is required to use a pre-COVID foundation to build a well-run system that works
Programme USP
The program distinguishes itself by blending core branding principles with contemporary digital advertising practices, designed for the digital era. Its USPs include:
- A curriculum developed with input from industry experts, ensuring relevance and practicality in the current and future market landscapes.
- Experiential learning through real-world case studies, promoting the application of theoretical knowledge to practical scenarios.
- Access to cutting-edge digital tools and platforms, providing a hands-on learning environment reflective of industry standards.
- A focus on strategic communication across digital mediums, enabling participants to develop and communicate compelling brand messages.
- Emphasis on analytics and data-driven decision-making, empowering participants to evaluate and refine their branding and advertising strategies.
Programme Contents
- Introduction to Big Picture Marketing
- Marketing Perspective and Understanding the Consumer
- Occupying the Dragon Seat – Brand Positioning
- Developing Target Quotient
- Aligning Business Goals to Advertising & Branding
- Creating Compelling Briefs
- Optimising Media Performances – Modern Media Planning
- Strategize or Fail
- Brand Analytics
- Performance Marketing
- Campaign Performance Assessment – The Reality Check
- Content Marketing & Storytelling
- Introduction to Martech
- Managing Social Media
- Capstone project
Duration & Number of Session Hours
Duration: 12 Months
Total Number of Hours of the programme: Approx. 150
Number of Sessions (75 Minutes each): 120
On-campus modules
Mumbai Campus (Non-Residential) (At the start): 3 days duration – around 12 sessions from 14th to 16th February 2025
Indore Campus (Residential) (Towards the end): 3 days duration – around 12 sessions from February 2026
One or two sessions from some of the courses will become part of the on-campus module. In case the on-campus module is not conducted, the same will be included in the total number of sessions.
Online: 96 sessions
IIM Indore and Miles will teach minimum of 50% of the programme content.
**The programme duration may be slightly extended due to the issues like faculty unavailability and gazetted holidays on the session days.
Pedagogy
The pedagogy will be a judicious mix of lectures, case discussions, project work, term papers, and assignments etc.
Assessment
Performance of participants will be monitored on a continuous evaluation basis through quizzes, assignments, tests and examinations. The participant is required to score minimum marks/grades as decided by the Institute from time to time to complete the course.
IIM Indore and Miles shall be responsible for the evaluation of the respective topics taught by them.
Certification
Successful Completion Certificate by IIM Indore in a valedictory ceremony to be held on the campus.
Eligibility Criteria
Diploma (10+2+3)/Graduate/Post Graduate from Universities recognised by Association of Indian Universities
At least 50% marks in either Diploma or graduation or post-graduation (or its equivalent)
Minimum two years of work experience after graduation.
How the Courses will be Delivered:
Courses will be delivered through online mode using an appropriate technology Synchronized platform. Lectures will be delivered through broadband based technology involving two-way audio and video communication. Sessions will be held once a week, generally on weekends. Participants can attend sessions directly from their desktop/laptop (Direct-2-device). Participants will be provided reading materials etc. for each course. They may also interact with the concerned faculty through e-mails/ chat mode.
The academic sessions will start on – 14th February 2025, with immersion at the Mumbai campus.
From February 2025, online sessions (once a week / every Sunday) will commence.
The normal timing of the sessions will be as follows:
2:30 PM to 3:45 PM (IST)
4:00 PM to 5:15 PM (IST) (subject to change).
On some days, the classes may extend beyond the mentioned time. In addition to attending interactive sessions, participants have to undertake online quizzes, assignments, and examinations.
Programme Activity Timelines
| Application Closure | 5 February 2025 |
| Estimated date for Academic Orientation | 14 February 2025 |
| Tentative Programme End Date | February 2026 |
Total Fees and Payment Schedule*
| 100% before the start of programme | 2,40,000 + GST |
| Total Fee (Inclusive of GST@18%) | 2,83,200/- |
*Note: EMI options available (Miles is responsible for EMI)
Student Privileges
The participants who will complete the programme successfully will be eligible for the Executive Education Alumni status of IIM Indore. They will require to apply separately along with the necessary fee to register their name. Current alumni membership plans are as follows:
- 2-year membership – INR 1000/- + applicable taxes,
- Lifetime membership – INR 10,000/- + applicable taxes,
Benefits available to Executive Education Alumni: 1) Communication of brochures and newsletters from IIM Indore, 2) Access to the IIM Indore Campus Library (onsite access only), 3) Official email ID of the institute.
Mere successful completion of the programme, application submission, and fee does not entitle a participant to be eligible for executive education alumni status. IIM Indore reserves the right to confer or withhold executive education alumni status.
IIM Indore reserves the right to modify the above conditions at its discretion at any time without notice.
Only the courts at Indore, India will have the territorial jurisdiction to try any disputes arising in respect of the Executive Alumni membership being granted
The programme is being conducted in association with Miles Education Private Limited.
Please note that IIM Indore reserves the right to change the programme design, format, number of sessions, certificate format, terms in the programme or can incorporate any such change deemed necessary by the institute without prior intimation.