The Professional Brand Management in the Digital Age is an intensive program which delivers decades worth of hard-earned insights & industry experience in 22 weeks. You learn side-by-side from industry practitioners who’ve built their careers growing brands across sectors and industries and leveraging traditional and digital media to drive business growth.
This will be unlike any other educational experience that you have had online - or even in your MBA programs.
Built with 100% industry expertise, 0% fluff
Course designed & delivered 100% by industry’s top practitioners
You learn best from people who have succeeded in the roles that you want to be in.
Get up to speed through tons of frameworks for identifying brand objectives, identifying an insight, structuring campaigns, evaluating media plans, and more. You learn not just the digital tools, but how to precisely use each of those in different contexts.
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.
In-depth understanding comes from solving real problems yourself
Marketing recruiters hire lateral talent with relevant experience as they can add value from day 1. In this program, you gain that experience by working on a real business problem. This batch will be working with LEGO to solve an actual problem faced by the brand.
There will be feedbacks at every stage to help you improve and become confident of leading a brand.
You get better at marketing by discussing, not by just doing it yourself
A large part of marketing is articulating your thoughts, taking in new ideas from peers, getting perspectives on your work from experienced / specialised professionals to deliver a fantastic output. Nothing prepares you better for marketing leadership roles than this!
The course promotes this sentiment by making you work in groups of 3-4 and discussing your work with industry professionals.
Senior Manager, Earned Media, Shaadi.com
Ex- SEO Head, Sportskeeda.com
Head of Digital Marketing at Zycus
Associate Director, Growth, MFine
Ex-Amazon, Star TV
You will also interact with CEOs and CMOs like
Former Global CEO Nestle Nutrition, and later EVP and head Asia, Oceania, Africa for Nestlé S.A.
Global Head, Wyeth Nutrition,
Nestle SA at Nestlé
Co-Chief Executive Officer,
Co-Chief Executive Officer,
Senior Brand Manager, Pepsico
I took up this program to update my skills and be ready for the Brand Management role that I had taken up at that time. I got to learn frameworks and concepts in absolute granularity and they are directly applicable to my job on a daily basis! The journey has been great and this was totally worth my time!
Joined this online brand management certification to update my skills and be ready for the Brand Management role that I have just taken up. I got to learn frameworks and concepts in absolute granularity and they are directly applicable to my job on a daily basis! The journey has been great and this is totally worth my time!
Your safe space for life with a tribe of like-minded people.
You will be a part of a group of 3-4 people who will come from different experiences. But all of you will have the zeal to go over and above to learn and succeed in marketing and thus will become your safe space! In addition, you get access to a closed knit community of 2500+ ambitious professionals (and growing) becomes available to you for all kinds of support.
Join other participants from companies like
Here are some heartfelt stories from our alumni!
We’ve put together some of them but you can also connect with them directly to hear it yoursel if you clear the screening test!
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.
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
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
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:
Linkage between the What and the Why
Pairing up Whats and Whys to identify Growth spaces for the brand
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
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
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
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
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
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
Setting Targets and making the right choices
Translating the business objective into metrics and KPIs
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.
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.
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 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.