About Programme
This program integrates semiotics and cultural meaning-making with strategic brand and marketing communications, enabling participants to design campaigns that are culturally resonant and market-effective. It also introduces the role of AI in audience insights, creative development, and media optimization, while critically examining its limits in capturing cultural nuance.
The programme follows a structured framework for strategic brand communication: Meaning -> Audience -> Message -> Market Impact
It equips participants to move from execution to strategic thinking in brand communication in culturally complex, digitally evolving markets.
Pedagogy
Case discussions (Indian & global)
Campaign analysis (videos, images, digital content)
Group exercises
Capstone project
Industry interaction
Testimonials
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Prashansa Uttam
Programme Advisor
Indian Institute of Management Kozhikode
Executive Education Office
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