STRATEGIC BRAND MANAGEMENT

Module-1 (6 Hours) : Introduction: Meaning of Brand, Concepts, Evolution of Brands,

Functions of Brand to consumer, Role of Brand-Advantages of Brand, Product Vs Brand.
Branding- Meaning, Creation of Brands through goods, services, people, Organization, Retail
stores, places, online, entertainment, ideas, challenges to Brand builders. Brand Management-
Meaning & Definition. Strategic Brand Management-Meaning, Strategic Brand Management
Process, Strong Indian Brands.
Module-2 (7 Hours): Concept of Brand Equity and Positioning: Brand Equity: Meaning,
Sources, Steps in Building Brands, Brand building blocks Resonance, Judgments, Feelings,
performance, imagery, salience- Brand Building Implications, David Aaker’s Brand Equity
Model. Brand Identity & Positioning: Meaning of Brand identity, Need for Identity &
Positioning, Dimensions of brand identity, Brand identity prism. Brand positioning: Meaning,
Point of parity & Point of difference, positioning guidelines, Brand Value: Definition, Core
Brand values, Brand mantras, Internal branding.
Module-3 (6 Hours) : Meaning of Brand Knowledge: Dimensions of Brand Knowledge,
Meaning of Leveraging Secondary Brand Knowledge & Conceptualizing the leverage
process. Criteria for choosing brand elements, options & tactics for brand elements-Brand
name, Naming guidelines, Naming procedure, Awareness, Brand Associations, Logos &
Symbols & their benefits, Characters & Benefits, Slogans & Benefits, Packaging. Leveraging
Brand Knowledge.
Module-4 (7 Hours) : Designing and sustaining branding strategies: Brand hierarchy,
Branding strategy, Brand extension and brand transfer, Managing Brands overtime. Brand
Architecture and brand consolidation. Brand Imitations: Meaning of Brand Imitation, Kinds
of imitations, Factors affecting Brand Imitation, Imitation Vs Later market entry, First
movers advantages, Free rider effects, Benefits for later entrants, Imitation Strategies.
Module-5 (7 Hours): Brand Value chain and Establishing brand Equity Management
Systems. Meaning of Brand Value, Stages in Brand Value Chain, Designing Brand Tracking
studies. Methods for measuring Brand Equity-Quantitative Techniques & Quantitative
Techniques. Measuring Outcomes of Brand Equity- Comparative methods: Brand based
comparisons, marketing
Module-6 (7 Hours): Making Brands go Global: Global Branding: Meaning, benefits and
potential drawbacks of global branding, How do you make brands go global?, Geographic
extension, sources of opportunities for global brand, single name to global brand, consumers
& globalization, conditions favoring marketing, Guidelines for a global branding, pathways
to globalization, barriers to globalization, managerial blockages. Making brands Luxury:
Luxury definition and relativity, luxury goods and luxury brands, Luxury Brand
Management, Significance of luxury brands in the global market, basic psychological
phenomena associated with luxury purchase.
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PREDICTIVE ANALYTICS
Module1: Introduction to Predictive Analytics (7 hours) : Definition and significance.
Predictive vs. Descriptive vs. Prescriptive Analytics. Overview of the predictive analytics
process. Applications in Business Case studies from various industries (e.g., finance,
marketing, operations) Discussion on the impact of predictive analytics on decision-making.
Module2: Data Collection and Preparation (7hours) : Data Sources and Collection: Types of
data (structured vs. unstructured)/ Data collection methods and tools. Data Cleaning and
Preparation: Handling missing data. Data transformation and normalization. Data Preparation
Using Excel or Python/R for data cleaning and preparation.
Module 3: Statistical Foundations (5 hours) : Statistical Concepts: Probability distributions.
Hypothesis testing. Regression analysis basics Building Statistical Models: Simple and
multiple linear regression. Model assumptions and diagnostics.
Module 4: Predictive Modeling Techniques (7 hours): Regression Models: Advanced
regression techniques (e.g., polynomial, ridge, lasso regression). Model evaluation metrics
(R2, RMSE, MAE). Classification Models: Logistic regression. Decision trees and random
forests. Model evaluation metrics (accuracy, precision, recall, F1 score). Time Series
Analysis: Components of time series data. ARIMA models.
Module 5: Machine Learning Basics (7 hours) : Introduction to Machine Learning:
Supervised vs. unsupervised learning. Key algorithms (k- means clustering, support vector
machines). Model Evaluation and Validation: Cross-validation techniques. Bias-variance
trade-off.
Module 6:Big Data and Predictive Analytics(7hours) : Introduction to Hadoop and Spark.
Handling large datasets. Predictive Analytics Tools: Overview of software (e.g., SAS, SPSS,
Tableau). Comparison of different tools and their applications. Ethical Issues in Predictive
Analytics: Data privacy and security. Bias and fairness in predictive models.

MACHINE LEARNING
Module 1. Introduction to Machine Learning (4 hours): Definition and Scope: What is
machine learning? How it differs from traditional programming. Types of Machine Learning:
Supervised, unsupervised, and reinforcement learning. Applications in Business: Use cases
and impact on various industries.
Module 2. Data Preparation and Feature Engineering (6 hours): Data Collection and
Cleaning: Importance of data quality, handling missing values, and outliers. Feature Selection
and Engineering: Techniques for selecting and creating relevant features. Data Splitting:
Training, validation, and test datasets.
Module 3. Supervised Learning Techniques (9 hours) : Regression Analysis: Linear
Regression: Simple and multiple linear regression. Evaluation Metrics: Mean Absolute Error
(MAE), Mean Squared Error (MSE), R-squared. Classification: Logistic Regression: Basics
of logistic regression and its applications. Decision Trees and Random Forests:
Understanding and implementing decision trees and ensemble methods. Support Vector
Machines (SVM): Introduction to SVM and its applications.
Module 4. Unsupervised Learning Techniques (6 hours) : Clustering: K-Means Clustering:
Algorithm, implementation, and evaluation. Hierarchical Clustering: Basics and applications.
Dimensionality Reduction: Principal Component Analysis (PCA): Technique and use cases.
t-Distributed Stochastic Neighbor Embedding (t-SNE): Introduction and application.
Module 5. Model Evaluation and Selection (6 hours): Evaluation Metrics: Accuracy,
precision, recall, F1-score, ROC curve, [Link] Selection Techniques: Cross-validation,
Grid Search, and Hyperparameter [Link]-Variance Trade- off: Understanding and
balancing overfitting and [Link] and Bias in Machine Learning: Addressing
ethical considerations and biases in models.
Module 6. Practical Implementation with Tools and Libraries (9 hours) : Python for Machine
Learning: Introduction to Python libraries such as Scikit-learn, Pandas, and NumPy. Building
and Training Models: Hands-on exercises in building, training, and evaluating machine
learning models. Introduction to Neural Networks and Deep Learning: Basics of neural
networks and their applications.
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INTEGRATED MARKETING COMMUNICATIONS
Module-1 (6 Hours): Integrated Marketing Communication: Role of IMC in marketing
process, IMC planning model, Marketing and promotion Process model. Communication
Process, steps involved in developing IMC programme, Effectiveness of marketing
communications Advertising: Purpose, Role, Functions, Types, Advertising Vs Marketing
mix, Advertising appeal in various stages of PLC Relevant Case Study
Module-2 (6 Hours) : Advertising Agency: Type of agencies, Services offered by various
agencies, Criteria For selecting the agencies and evaluation. Advertising objectives and
Budgeting: Goal setting – DAGMAR approach, various budgeting methods used. Relevant
Case Study
Module-3 (7 Hours): Media planning: Factors considered in Media Planning, Developing
Media plan, Importance, Problems encountered, Advertising Media, Media Evaluation-Print,
Broadcast media, Support media in advertising. Media strategy: Creativity, Elements of
creative strategies and its implementation, Importance of Headline and body copy. Relevant
Case Study
Module-4 (7 Hours) : Direct Marketing: Features, Functions, Growth,
Advantages/Disadvantages, And Direct Marketing Strategies. Promotion: Meaning,
Importance, tools used, Conventional/unconventional, drawbacks, push pull strategies, Co-
operative advertising, Integration with advertising and publicity Public relation/ Publicity:-
Meaning, Objectives, tools of public relations, Public Relation strategies, Goals of publicity
Corporate Advertising – Role, Types, Limitations, PR Vs Publicity Relevant Case Study
Module-5 (7 Hours) : Monitoring, Evaluation and control: Measurement in advertising,
various methods used for evaluation, Pre-testing, Post testing. Relevant Case Study
Module-6 (7 Hours): International Advertising: Global environment in advertising, Decision
areas in international advertising. Industrial advertising: B 2 B Communication, Special
issues in Industrial selling. Internet advertising: Meaning, Components, Advantages and
Limitations, Types of Internet advertising Advertising Laws & Ethics: Adverting & Law,
Advertising & Ethics, Pester Power, Intellectual Property Rights, ASCI Relevant Case Study

IDT
Module-1 (6 Hours) : Introduction: Design Thinking as a Solution. The Value of Design
Thinking, A Look at the History of Design Thinking, Four Core Principles of Successful
Innovation, A Model of the Design Innovation Process , Seven Modes of the Design
Innovation Process, Understanding Methods: Foundational knowledge of methodologies.
Module-2 (7 Hours)
 Sense Intent: Mindsets: Sensing Changing Conditions, Seeing Overviews,
Foreseeing Trends, Reframing Problems, Forming an Intent.
 Sense Intent: Methods: Buzz Reports, Popular Media Scan, Key Facts, Innovation
Sourcebook, Trends Expert Interview, Keyword Bibliometrics, Ten Types of
Innovation Framework, Innovation Landscape, Trends Matrix, Convergence Map,
From To Exploration, Initial Opportunity Map, Offering-Activity-Culture Map, Intent
Statement.
 Know Context: Mindsets: Knowing Context History, Understanding Frontiers,
Seeing System Overviews, Understanding Stakeholders, Using Mental Models.
 Know Context: Methods: Contextual Research Plan, Popular Media Search,
Publications Research, Eras Map, Innovation Evolution Map, Financial Profile,
Analogous Models, Competitors-Complementors Map, Ten Types of Innovation
Diagnostics, Industry Diagnostics, SWOT Analysis, Subject Matter Experts
Interview, Interest Groups Discussion.
Module-3 (7 Hours)
 Know People: Mindsets: Observing Everything, Building Empathy, Immersing in
Daily Life, Listening Openly, Looking for Problems and Needs.
 Know People: Methods: Research Participant Map, Research Planning Survey, User
Research Plan, Five Human Factors, POEMS, Field Visit, Video Ethnography,
Ethnographic Interview, User Pictures Interview, Cultural Artifacts, Image Sorting,
Experience Simulation, Field Activity, Remote Research, User Observations
Database.
 Case Studies: Application in industries such as technology, healthcare, education, etc.
Module-4 (7 Hours)
 Frame Insights: Mindsets: Exploring Systems, Looking for Patterns, Constructing
Overviews, Identifying Opportunities, Developing Guiding Principles.
 Frame Insights: Methods: Observations to Insights, Insights Sorting, User
Observation Database Queries, User Response Analysis, ERAF Systems Diagram,
 Descriptive Value Web, Entities Position Map, Venn Diagramming, Tree/Semi-
Lattice Diagramming, Symmetric Clustering Matrix, Asymmetric Clustering Matrix,
Activity Network, Insights Clustering Matrix, Semantic Profile, User Groups
Definition, Compelling Experience Map, User Journey Map, Summary Framework,
Design Principles Generation, Analysis Workshop.
Module-5 (7 Hours)
 Explore Concepts: Challenging Assumptions, Standing in the Future, Exploring
Concepts at the Fringes, Seeking Added Value, Narrating Stories about the Future.
 Explore Concepts: Methods: Principles to Opportunities, Opportunity Mind Map,
Value Hypothesis, Persona Definition, Ideation Session, Concept-Generating Matrix,
Concept Metaphors and Analogies, Role-Play Ideation, Ideation Game, Puppet
Scenario, Behavioral Prototype, Concept Prototype, Concept Sketch, Concept
Scenarios, Concept Sorting, Concept Grouping Matrix, Concept Catalog.
Module-6 (6 Hours)
 Frame Solutions: Mindsets: Conceiving Holistic Solutions, Conceiving Options,
Making Value Judgments, Envisioning Scenarios, Structuring Solutions.
 Frame Solutions: Methods: Morphological Synthesis, Concept Evaluation,
Prescriptive Value Web, Concept-Linking Map, Foresight Scenario, Solution
Diagramming, Solution Storyboard, Solution Enactment, Solution Prototype, Solution
Evaluation, Solution Roadmap, Solution Database, Synthesis Workshop.
 Realize Offerings: Mindsets: Reiterating Prototypes, Evaluating in Reality, Defining
Strategies, Implementing in Reality, Communicating Vision.
 Realize Offerings: Methods: Strategy Roadmap, Platform Plan, Strategy Plan
Workshop, Pilot Development and Testing, Implementation Plan, Competencies Plan,
Team Formation Plan, Vision Statement, Innovation Brief.

ETB
Module-1: Introduction to Emerging Technologies for Business (7 Hours): Evolution of
technologies .Introduction to Industrial revolution , Historical background of the Industrial
Revolution, Introduction to Fourth industrial revolution (IR 4.0) , Role of data for Emerging
technologies , Enabling devices and networks for emerging technologies (programmable
devices) , Human to Machine Interaction , Future trends in emerging technologies
Module-2: Data Science (7 Hours) : Overview for Data Science , Definition of data and
information, Data processing cycle , Data types and representation , Data Value Chain , Data
Acquisition , Data Analysis ,Data Curating ,Data Storage , Data Usage, Basic concepts of Big
Data
Module-3: Artificial Intelligence (AI) (7 Hours) : Concept of AI ,Meaning of AI , History
of AI, Goals of AI, Need for AI, Levels of AI, Types of AI, Techniques of AI, Applications
of AI in Agriculture, Health, Business (Emerging market), Education AI tools and platforms
(eg: scratch/object tracking), Advantages and limitations of AI
Module-4: Internet of Things (IoT) (7 Hours) : Overview of IOT , Meaning of IOT , History
of IOT, Advantages of IOT, Challenges of IOT , IOT working process, Architecture of
IOT ,Devices and network , Applications of IOT at Smart home; Smart grid; Smart city;
Wearable devices; Smart farming , IOT tools and platforms
Module-5: Augmented Reality (AR) and Virtual Reality (VR) (6 Hours): Introduction to AR,
Virtual reality (VR), Augmented Reality (AR) V/S mixed reality (MR), Architecture of AR
systems , Application of AR systems (education, medical, assistance, entertainment)
Module-6: Ethics, Professionalism and Other Emerging Technologies (6 Hours): Technology
and ethics, Digital privacy , Accountability and truss, Treats and challenges , Other
Technologies: Block chain technology, Cloud and quantum computing, Autonomic
computing, Computer vision, Cyber security, Additive manufacturing (3D Printing)