Post Graduate Certificate Programme in Branding & Advertising (PGCPBA)

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

The program distinguishes itself by blending core branding principles with contemporary digital advertising practices, designed for the digital era. Its USPs include:

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 14

th

to 16

th

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.

T

he programme duration may be slightly extended due to the issues like faculty unavailability and gazetted holidays on the session days.

The pedagogy will be a judicious mix of lectures, case discussions, project work, term papers, and assignments etc.

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.

Successful Completion Certificate by IIM Indore in a valedictory ceremony to be held on the campus.

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.