This will be unlike any other educational experience that you have had online - or even in your MBA programs.

Along with our industry experts, we’ve brought tons of insights on the challenges that you face as a marketing professional. Our in-house team has converted all those insights into thought structures which are easy to understand and apply.



There will be feedbacks at every stage to help you improve and become confident of leading a brand.

The course promotes this sentiment by making you work in groups of 3-4 and discussing your work with industry professionals.






Nestle SA at Nestlé
Mama Earth
Performics India
Performics India



(Ex-ITC)

PROGRAM FEE
INR 85,000 + GST
Low Cost EMI options available











You will start the professional marketing course by understanding the methodology that we follow. Through this module of the brand management course, you will have an understanding of expectations from a brand manager in today’s digital world, and how it varies across companies and industries. We hear from the experts on their journeys and their suggestions on how to navigate your careers as a brand manager.
We’ll discuss:
- Setting some ground rules
- A day in the life of a Brand Manager
- Role of digital in your marketing role
- Business Planning and Management
- Brand Communication
- Brand Strategy Development
- Brand Innovation
- Understanding the course content
- Understanding the project expectations
In this module we start how all businesses start – with a problem or an idea. But we do what most people forget to do. We break down the problem before jumping to solutions.
We’ll cover the following:
Your current users aren’t using your app enough? Let’s not be too sure that it is a product issue. Could it be that the expectations that were set in your ad copies were too high? Could it be that the target audience that your campaign went for was wrong? Could it be that you are not sending them notifications at the right time? Could it be that your onboarding process doesn’t educate the user about how awesome your app is? It could be any of these. or none of these. Before we start solving, let us figure out what all could be wrong.
This is the module where business owners, and brand managers should use various logic paths and create different hypotheses across consumer, the brand’s proposition, channels, media, and copies, etc.
We will discuss:
- Various logic paths and create different hypotheses
- Marketing loops– how to think & build retention as part of the design itself
- Mind Maps
- Mind Maps across various industries
A great communication brief comes from fundamental understanding of core marketing concepts. From here, you will start making a communication brief to address a LIVE business problem.
We’ll cover the following:
- Understanding the context of the category and brand
- Define the relevant competitive set for your brand
- Plot the competitive and category landscape
- Plotting the positioning profile statements for the entire landscape
Here we uncover the magic of digital to reveal insights on the category dynamics
Exercises and Project work:
- Identifying use cases, Segmenting the keywords – for ads, for content etc.
- Generating Insights about competition, category, brand using Keyword Research
Tool Deep Dive: Google Alerts to know what is being spoken about your brand
- Setting it up
- Generating insights about competition, category, brand using Alerts
Tool Deep Dive: Social Listening
- Getting familiarized with the tool, setting it up
- Generating insights about competition using Social Listening
This module of the brand management certification is about learning how to frame the opportunity for your brand through our proprietary frameworks.
We’ll cover the following:
- Identifying the life-stage of the brand and the category
- Plotting the Brand Opportunity Framework
- Getting familiar with the Growth Equation
- Tapping opportunities through the Consumer Funnel
- Role of habits in marketing
- Isolating the Opportunities and Action points for the brand
After identifying the opportunity, we start to deep dive into our users. This includes figuring who to go after. But before you get there, you need to understand the various options available for you.This is where we get talking to consumers and understand the core of our communication brief.
We will cover-
- Traditional Research Techniques – U&A study, Segmentation Research
- Discussion Guides- How not to ask leading questions, what they say vs what they mean, when to use what form of answers
- Making consumer understanding richer using digital tools
- Difference between observation and insights illustrated through examples
This is where things get interesting and getting to the crux of our communication. We will cover segmentation and targeting in this module of the professional marketing course.
We will cover the following:
- Good vs Great Personalities
- Framework to craft the Personality for your brand
- Traits that define a personality
Brand Purpose
- Why do brands target?
- Need states vs demand occasions – strategic vs tactical choices
- Consumer Typologies
- Segmentation or hyper-segmentation – how to fetch the user understanding
- How to target using Targeting Matrix
Here we deep dive into one of the most critical tools to understand your own website data. Some companies use other Analytics tools but the focus here is to build the fundamentals on this so that it becomes a skill that can then be applied on any other tool (which is never too different).
We will cover the following:
- Getting familiar with the platform
- Understanding the visualization & usage of different data points
- New vs returning user behavior
- Consumer Journey & identifying drop-offs at every stage
This module of the brand management program focuses on narrowing down a consumer profile which is your super consumer and you focus on building all their behaviours and reasons for their behaviour in this one document.
In this module, we cover the following:
- WHO-WHAT-WHY framework
- Linkage between the What and the Why
- Pairing up Whats and Whys to identify Growth spaces for the brand
Basis the target consumer identified, we now get down to the real kraft of creating powerful marketing strategies through communication.
In this module, we cover the following:
- Identify Consumer Barriers and Triggers
- Isolating the brand’s key communication challenge
- Role of the Insight
- Undergo the Insight Discovery Process
- Insight Cheat-Codes
- Choose between Insight Directions
- Impact of Cultural trends on insights
- Identifying and evaluating a trend?
- Mistakes to avoid while looking at cultural trends
- Reach from Insights to a compelling proposition
This module of the professional marketing course covers the intricate aspects of developing and growing a brand with ample examples of Indian brands.
Brand Benefits
- Framing the functional and emotional benefits
- Understand the Reason to Believe (RTB), the key message strategy
- Activating Media platforms : Inputs for creative brief (assets, duration, format etc)
BIG IDEA: How to come up with stories
- Life Moments, Human Behavior, Exaggerating Benefits, Stunts & more
- Role of creative agencies
Here we cover a few critical fundamentals of building a great brand:
Brand Purpose:
- What is a brand purpose?
- Mistakes to avoid while writing brand purpose
- Writing the brand purpose – the actual HOW
- Brand Purpose – the 3T framework
Brand Personality
- Why is brand personality important?
- Link between purpose and personality
- How to identify & write a brand personality
- Framework for brand personality – order, ego, freedom, social
- Practicing the how!
Creative Appreciation
- Basics of creative evaluation
- Framework to evaluate creatives on strategic, creative and aesthetic aspects
- Creating content for digital
- Creative Evaluation Checklist
Packaging
- Bringing the idea to life
- Challenges faced in packaging development
- Steps to develop packaging
The advanced stuff! Once the brief is all ready, we will go deep into understanding the various kinds of extensions and the communication strategies for each of them.
- What is premiumization?
- Launching an extension vs a new format vs a new brand
- How do consumers evaluate value?
- Making a proposition which delivers on the value – as the consumer sees it
- Balance between price and benefit
- When should a brand reposition – linkage to brand opportunity
Traditional Researches
- Writing a research brief
- Research principles overview
- Understanding Major Researches: Segmentation, U&A, CPT
- Testing the Communication: Ad Evaluation
- Post Launch Dipstick
Digital Researches
- When and Why?
- Data Led testing– Using Facebook Insights, Twitter Analytics, Youtube Analytics
- Understanding Customer Behaviour – Using CRM Tools (e.g. ZOHO)
- Using Google analytics to understand user vs non-user behaviour
- A/B Testing concepts, ads, copy – own vs paid assets
- Some new age tools for doing the researches online
In this module of the professional marketing course, we cover the fundamentals of how to use the various research data available to you. These are crucial starting points which are a part of your everyday life as a brand manager. This module covers a lot of concepts & techniques and helps you master it through various use cases, examples and exercises.
We cover the following:
- Retail Metrics: Monitoring business health (Nielson)
- Household Metrics: Metrics, Use Cases & Interpretation (HHP)
- Brand Equity Metrics: Metrics, Use cases & Interpretation (Brand Equity)
- Effectiveness of communication
- Unearthing insights by triangulating data
- Using Mind map to break down problems and test it using data
Now that we know what to say to the user to convince them to do as we please, you’d think we’d start running ads right? Wrong. A lot of marketers make the mistake of running ads before they have fixed their conversion machine. Not us. We first fix where they’d be landing after clicking on our ads. That is our Product. This is what converts your leads and gives you the conversion: the gold.
Search Engine Optimization
- How does search work?
- Introduction to SEO
- Running Audits and finding & fixing faults/gaps in the website
- Perform keyword research and explain its use in digital copywriting and SEO.
- On-page SEO, Off-page SEO, Technical SEO
- SEO Analytics
Conversion Optimization : Landing Pages
This module covers the page where users would be landing after clicking on our ads. That is our Product. This is what converts your leads and gives you the conversion: the gold.
- Conversion Rate Optimization
- Golden rules of CRO
- Techniques for CRO
- Understanding the principles of UI & UX and setting it up on your product
- Creating the best landing pages by improving the user experience through AB testing on consumer pathways, the language used, call to actions, etc.
- Optimize the drop-offs and correcting the gaps before next set of campaigns
- Using Optimizely for A/B Testing
Now that we have a product that converts we will start running campaigns right? Sorry, you are wrong again.
We will first set KPIs upon which we can measure our campaign. Will it be the people who just see your campaign (impressions)? Will it be the number of clicks your ads get? The number of new users on your app? The increase in the user retention rate on your app?
We decide exactly what will tell us that our campaigns have succeeded. To take these decisions we will look into how much customer acquisition cost makes sense for you, how much money do you make of an average user (your customer lifetime value), etc.
You will learn what drives growth for a business/brand and how to translate that into your media plan
We cover the following:
- Running campaigns on various platforms
- How to choose Channels, set Objectives, create Audiences and allocate Budgets.
- How to set up different Remarketing funnels for different users after you have segmented them into a specific type. A mom gets retargeted with a different ad and a college goer with a different ad. We learn how to set up coded streams to automatically trigger Swiggy ads for a piping hot ‘Chai-Samosa’ when the weather outside is rainy.
- How to do Influencer Marketing, how to reach out to them and use their networks to get out a campaign the legs it deserves.
We will specifically cover –
- Fundamentals of Facebook buying
- Aligning Facebook campaign to business goals
- Determine Target Audience & Ad format
- Measurement and Reporting
- Strategies & Optimization
- Google Ads : Paid Search, Video & Display & Analytics
- Twitter, Linkedin, Quora Ads
- Mobile Advertising
Details on each of these can be found in the brochure
“Who runs ads?” “Ads are so old school!” “Anybody can deliver growth by spending that much money!”. These are statements by experienced digital marketers. The fact is that there are scores of brands out there doing wonderful marketing without spending a cent on paid ads. They swear by Content or Inbound Marketing. This method states that you do not try to sell to the consumer. Or at least not explicitly. You just solve their problems. Inbound marketing relies on content that the user wants to consume themselves. It is the opposite of ads.
In this module we deep dive into how to figure out what content you should create, how to distribute it, how to engage your users and then how to set up an acquisition funnel over it to get conversions.
Here we focus on improving discoverability of our website for long-term success.We cover the following:
- Introduction to Content Marketing
- Content Marketing Model
- How to select topics
- Conduct keyword research and evaluate keyword for intent, volume, and competitiveness & identify use cases to create content
- Building a purpose-driven content strategy- Hub, Hero, Hygiene Model
- Tips to create great content
In this module we cover the following :
- Introduction to E-mail
- Explanation of Lifecycle marketing
- Creation of emailing lists
- Designing E-mails
- Understanding factors affecting deliverability of E-mail
- Nurturing your Leads
- Analysis of the E-mail data
- Optimizing and Testing E-mail
This module is all about perfecting and making impact once you have a great idea in your armour. We cover the entire gamut of media from planning to executing and finally measuring performance against the KPIs that were set.
- Basics of media
- Media Planning Process
- What should you measure? Metrics that matter
- TV Metrics
- Digital Metrics
- Setting Targets and making the right choices
- Translating the business objective into metrics and KPIs
- Scheduling Strategies
- Writing a great brief
- Evaluation of a media plan – approach note
- Measurement and optimization – ongoing process
- Post-Evaluation of a media plan
- Measurement & Improving ROI
Brand Innovation is a must-win battle for most categories and brand managers. And here, we decode the process and understand the nuances in each step to pave our way to a great launch!
We will cover the following in this module of the professional marketing course:
- Introduction to innovation principles
- Need for innovation
- Steps to a great launch
- Kinds of innovation
- Innovation tricks and tips
- Top-line vs bottom-line
- Parts of a P&L
- Driving ROI
- Evaluation of activities as a brand manager
- Impact of different activities on different parts of P&L
- Building Profitable Brands
This one will be all about practice, practice and practice! We introduce you to the competencies that you need to demonstrate in a brand management interview. We give directions on building your answers for each of these, followed by mock interviews to get you all ready!
This online brand management certification is a unique offering designed to equip you with the skills you need, to land the job you want, so you can build the life you deserve.
Unlike other brand management certification online, this course gives you access to curated frameworks built with diverse bunch of top marketing leaders, and makes you apply them on real, live, brand management projects, resulting in your INDUSTRYCredsTM score which forms the basis for direct referral for brand management roles to a host of recruiting companies, including FMCGs, mid-sized and early-stage companies. The professional Brand Management course, thus, helps you in a holistic development of all nuances of brand management, helping unlock new career opportunities within your organization, and especially outside! This is the only integrated program with brand as well as digital skills – exactly how it is required for roles of today!
The Professional Brand Management course is designed for both current and aspiring brand managers and focuses extensively on the practical aspects of marketing with absolutely no “filler content”. We focus solely on bringing your skills up-to-date via industry relevant frameworks and application on live consumer and business problems, following the systematic processing of data leading to insight leading to the proposition and its activation.
The Professional Brand Management in the Digital Age course is structured to be project-based because we want certain frameworks and behaviours to become second nature to you. We bring you outside of your comfort zone through carefully selected project to get you out of your comfort zone. It will cover breaking down the problem, creating a communication brief, using various digital tools and techniques to deep dive into the category, competition and brand and then finally creating a launch / media plan, and understanding the nuances involved in execution.
To improve how you think, to change the tools in your toolkit, and most importantly, to enable you to feel confident to start putting them to good use, these projects will be a core to your experience with this professional marketing course.
The value of Kraftshala programs comes from the Projects + Interactions + Content + recruiter recommendations + network. On content, we work with the experts mentioned on the website to create both frameworks that help build concepts as well as real case stories that enable those concepts to come to life. Perhaps you can look through some of the testimonials on the website to get a flavour- many of them speak specifically about Kraftshala content.
You will however, get a flavour of the kind of content we create through the screening test since that involves going through some of our proprietary frameworks to attempt the questions.
The curriculum for the Professional Brand Management in the Digital Age course is a synthesis of a series of discussions, inspirations, experiences, and expectations from the top marketers of the country including digital experts. It focuses on only those skills which are relevant for you to become a top-notch brand manager in today’s digital age.
Our curriculum managers partner with hiring managers and subject matter experts from leading companies to figure the skills to be demonstrated at the workplace. This online course is designed to build these skills through a conceptual & practical understanding of real-world brand management in today’s digital world.
We also have a strong feedback loop where the data on candidates performance goes into improving the learning experience continously.
For this brand management certification online, we look for individuals who demonstrate an acumen for marketing. We are not restricted basis past education, experiences or other such tags. If you are curious about the world, we are looking forward to meeting you!
This online marketing certification, in fact, is a gateway for you and your peers to get a direct referral for brand management roles to a host of recruiting companies on doing well in the course, including FMCGs, mid-sized and early-stage companies.
The Professional Brand Management Certification will give you direct referrals to a whole host of partnering recruiters looking for Brand Managers. The referrals will be basis the fit between the role and your performance in the professional marketing course and your relevant experience.
The schedule of this online marketing certification allows students to learn and practice at their own pace. The Brand management course has been built keeping your schedule in mind and just needs 8-9 hours of your time per week.
We recommend that you make use of the discussion forums, mentorship platforms, and coach interactions to really benefit from the experience. Thus, do understand the commitments from the admissions team before coming on board.
Yes, based on your performance, an INDUSTRYCreds™ certification and score would be issued along with your key strengths and improvement areas highlighted. This is arrived at by evaluating you on a series of competencies valued by all potential recruiters and the referral for jobs are made basis these competencies. You must achieve a minimum cumulative score of 65 in order to get the certification.
INDUSTRYCredsTM scores are evaluation scores earned at the end of the program. These are calculated on the basis of 9 SuccessKeys, which are parameters that reflect leadership and S&M aptitude that are used by major recruiters in their own hiring process.
These credentials are useful to benchmark yourself against an absolute standard, while also demonstrating your brand management potential to our industry partners. If you do well, your name gets forwarded to our partnering recruiters as a high potential talent.
Discussion forums will be used to quell doubts and reach an in-depth understanding of each and every concept taught in the professional marketing course. Apart from this, you get complete support from your assigned program coordinators through the brand management course.
Yes, for the most part. The content is all pre-recorded videos which can be seen at your own convenience. However there will be live workshops, and sessions on specific topics every week from industry experts and would require you to attend it to do a good job of your submission.
SInce you are in a group, if you are not able to attend it in a given week, your team members can pick up your slack exactly what you would also be required to do in a different week. Other than this, the feedback sessions etc all happen through calls which will be set basis your groups convenience.
Yes, the more you apply, the more you learn. However, these will be non-evaluative and will be over and above the projects assigned as part of the curriculum for this brand management certification.
The Professional Brand Management in the Digital age program typically accepts 1 out of 5 applicants who submit the screening test. Post application, you will sit for a pre-course screening test to help us gauge your marketing aptitude. To help you do well in the test, you’ll also get access to Kraftshala’s proprietary frameworks in the form of video content (~45 mins total). Upon completion of the test, you’ll get an invitation to attend a live session by an expert to get clarity on how you could have approached the Screening Test better. While we can only accept a handful of students, we’d like to help everyone who attempted the Test to become better marketing and sales professionals. After you apply, you will have a call with our admissions team to help you explore if your profile and career goals align with the program’s requirements. Any questions on the screening test can also be addressed in that call.
FInally, based on your performance and your overall profile, you would be offered a place in the programs.
You can check out the alumni page to read more on this and even connect with our past students on Linkedin – They are the best ones who can answer this question for you and we can also directly connect you in case you are interested.
You only pay once you are selected for the program. So financial obligations will come post you are done with the selection process and you receive your admit into the program. Once selected, you can choose to either make an one-time payment or opt for the convenient EMI options provided by our NBFC partners.
No, this is a non-refundable program
While sticking to the timelines is really important for an evaluative program like this, we do understand that there might be days/weeks wherein you are not able to put in the required amount of time. For that very reason, we do keep a week or two in buffer for you to make up for the lost time in those busy weeks. But in an exceptional case of not being able to complete even after the buffers and not being responsive to your POC will make you ineligible for appearing for the assessments.
The score and the certification are valid for 2 years once you get certified. The recommendations are made for a period of 12 months from the time of program completion
The project is designed for 18 weeks. However, you get 3-4 weeks of buffer to complete it to account for exceptions. But the project is only part of the experience and you have access to your program content for 12 months and access to the Kraftshala network and all the events that take place in it forever.
The selected lot of students gets divided into groups of 3-4 and each group takes up the projects. You get a task associated to the project every week, which you then complete by discussing with your group members. The discussions can happen over whatsapp or phone/video calls basis the need. Since marketing is best done by discussing and exchanging ideas, this is core aspect of the program experience and it very closely mirrors how you will be working in real life as well. We have a fixed buffer in the timelines for the weeks when none of your group members are available due to that important meeting, that vacation or that ‘no-mood’ time. Yes, we are humans too 🙂
Absolutely! You can check out the past students of the program (which includes Nakul Kumar, COO of Cashify or Shalini Lahiri, Head of Marketing at StyleNook) on the Alumni page and can also connect with any of them to know more on how the program added value to them.
To give you our perspective, there are tons of things happening in the marketing world and this is the one program which brings it all together for you. At Kraftshala we believe that within a 4-5 years, almost all marketing will be digital, and there would be a small percentage left outside that. So it’s important to learn the digital media tools, but that’s the easy part. What’s more valuable is figuring how to use them in the entire brand building/ marketing funnel, and this is what the Professional Brand Management in the Digital Age program is all about. Also, marketing after a while is all about articulation (how well you are able to write your briefs, how well can you give feedback to the agency, how persuasively you can present your ideas) which is completely dependent on the clarity of thought and that is the aspect that we work on through and through.
We help you learn the nuances of all aspects of marketing with a live case problem in FMCG and teach you frameworks through the experiences of various marketing leaders in the best of companies. In addition, by becoming a member of the kraftshala community, you can also connect with experts with over a decade of experience, successfully managing and growing their brands and widen your horizons in the domain of marketing.