PROFESSIONAL
BRAND MANAGEMENT

In the digital age

with INDUSTRYCredsTM certification

Built by leaders of today.
Built for leaders of tomorrow.

Applications are open till 7th Nov 2019.

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1-year access to content and certification
Lifelong access to industry mentorships

PROFESSIONAL
BRAND MANAGEMENT

IN THE DIGITAL AGE

with INDUSTRYCredsTM certification

Built by leaders of today.
Built for leaders of tomorrow.
Applications are open till November 15, 2019

Professional Brand Management
In the Digital Age
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PROGRAM OVERVIEW

Vitals

An intensive 16 week program to help you become the marketing leaders of tomorrow.

You get access to:

Real experience in brand management by working on live marketing problems
1:1 Coaching on marketing projects with highly experienced brand managers
1 year access to content featuring proprietary frameworks and insights from Indian cases
INDUSTRYCredsTM certification, leading to a significantly higher chance of shortlists and 100% placement support from Kraftshala team
Lifelong Access to hundreds of additional mentors across sectors and expertise areas

What will you be able to accomplish upon completion of this program?

Break down complex business problems in a structured way
Identify the most promising brand opportunities for delivering growth
Segment Users basis various need states, demand occasions etc using the latest digital tools
Target cohort/cohorts of users basis size of prize and ability to win
Frame a SuperConsumer Deep-dive to narrow down on the core communication challenge, tension and insight(s)
Frame a brand proposition which is on-strategy as well as creatively inspiring
Evaluate creative output from the agencies on a set of critical metrics- audio/ video ads, landing pages, packaging, social media posts etc
Draw insights from research data: Nielsen, Household Penetration, Brand Track etc
Determine appropriate media strategy, budget and channel splits
Create the targeted media briefs to deliver on brand KPIs
Optimise media campaigns for maximum ROIs
Understand and leverage the latest digital tools in customer acquistion
Run ads on major channels with appropriate strategies
Use Ecom channels for acquiring and retaining highly targeted customers
Create a high-converting product experience
Make content on which people click for the right reasons
Build a business model which is a self-sustaining loop
Use digital across the entire marketing lifecycle
Manage business P&L’s

Nakul Kumar
Co-Founder and COO, Cashify

“Would highly recommend the Professional Brand Management program to anyone looking for a no-nonsense and application forward marketing learning!

As a founder of my company Cashify, I want to build a brand that resonates with customers across demographics.

Tools like the Brand Opportunity Framework helped me to single out my opportunity and the SuperConsumer Deep Dive helped me to understand my consumer better. Course work which is full of application forward examples has helped me to have better conversations with my brand teams and drive clearer messaging decisions for Cashify.

Thanks guys!”

How does the program work?
Access our proprietary frameworks developed with India’s most reputed marketing leaders to be successful in today’s digital age. Master them through real examples of brands at different life stages including AirBnb, Flipkart, MAGGI, Dove, Paytm among others This exclusive coursework will be available at any time during the week and as reference material for the next 1 year.
Marketing recruiters hire lateral talent with relevant experience as they can add value from day 1. The truth of the matter is that it is absolutely critical to have an experience of working on & growing a brand to do well in a marketing role.
In this program, you gain that experience with the Live projects on real business challenges. There will be feedbacks at every stage to help you improve and become confident of leading a brand.
Book interactions with hundreds of Kraftshala mentors from different industries. You can ask questions specific to your business, get career advice, or simply understand all opportunities ahead of you.
Lifelong access to our mentorship platform opens up for you with the Professional Brand Management in the digital age program.
The INDUSTRYCreds™ Certification score is the only metric that top sales and marketing recruiters value as it correlates strongly to eventual job performance.
Basis your performance in the program, we will do targeted pushing of your profile for job openings to various recruiters over the next 1 year.
With no good-to-know and filler content, this program will cover only the concepts that you will need in the actual job.
Based on real-world insights from marketing experts, this program trains you on simple frameworks based on first principle thinking which can be straight away applied in the interview, job or a discussion with your colleagues.

PROGRAM ARCHITECTS

Meet your course instructors

Varun Satia
Founder

Eshu Sharma
Co-Founder

Nishtha Jain
Head, Marketing & Content

Sambit Dash
Head of Marketing

Arjun Sood
Client Solutions
Manager

WITH INSIGHTS FROM
YOUR MENTORS

Surbhi Tripathi
Assistant Brand Manager, Sunfeast Bounce
“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!”

PROGRAM FEE

INR 70,000 + GST

EMI options available

Get Details

Curriculum

Duration: 0.5 week

You will start the professional marketing course by understanding the methodology that we follow from here on. Through this module of the brand management course, you will have an understanding of expectations from a brand manager, 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
  • Understanding the course content
  • Understanding the project expectations

Exercises: Development Growth Exercise

Duration: 1.5 week

In this module, we start by understanding how great brands are built and the role of a good communication brief in that journey.

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

Cases: Nescafe, Bru, Ariel, Surf Excel, MAGGI

Exercise and Project Work: Framing the competitive landscape

Duration: 1 week

This module of the brand management certification is about learning how to frame the opportunity basis the understanding in the previous module.

We’ll cover the following:

  • Identifying the life-stage of the brand and the category
  • Plotting the Brand Opportunity Framework
  • Isolating the Opportunities and Action points for the brand
  • Tapping opportunities through the Growth Equation, Consumer Funnel

Cases: Gems, Munch, OLX, Kit Kat, MAGGI, Vodafone

Exercise and Project Work: Isolating the brand opportunity

Duration: 1 week

This is where we get talking to the consumers and understand the core of our communication brief.

We will cover segmentation and targeting in this module of the professional marketing course and it will cover the following:

  • Research Techniques – Segmentation and Usage and Attitude Study
  • Understanding Discussion Guides
  • Making consumer Understanding richer using digital tools

Exercises and Project work:: Consumer Immersions

Duration: 2 weeks

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 and it will cover the following:

  • Need states and consumer typologies
  • Targeting framework
  • Precision Marketing: Hyper-segmentation using Digital Tools
  • SuperConsumer Deep-dive Framework

Exercies and Project work: Identify segments and isolate your target consumer

Duration: 2 weeks

Basis the target consumer identified, we now come down to defining the parts from where the creative output will emerge.

We will discuss the following in this module of the online marketing course:

  • Identify Consumer Barriers and Triggers
  • Frame the Communication Challenge and role of insight
  • Undergo the Insight Discovery Process
  • Impact of Cultural trends on insights
  • Insight Cheat-Codes
  • Choose between Insight Directions
  • Reach from Insights to a compelling proposition

Exercises:Define communication challenge and Insight

Duration: 1 week

This is where we start getting into solutions with the proposition which will resonate with your target consumers. We discuss the following in this module:

Brand Personality

  • Good vs Great Personalities
  • Framework to craft the Personality for your brand
  • Traits that define a personality

Brand Purpose

  • What is brand purpose?
  • Importance of staying true to the purpose
  • Framework to craft a purpose for your brand

Brand Solution

  • Frame the functional and emotional benefits
  • Understand the Reason to Believe (RTB) that works for your brand
  • Formulate the key message strategy
  • Research – Concept Testing

Exercises and Project Work:Basis the brand purpose and the brand personality, isolate the brand solution

Duration: 1 week

In this module we learn the art of making a content strategy which results in consumer actions
We will cover the following

  • Keyword Research – doing it right
  • Understanding consumer intent
  • Narrowing down on topics
  • Building the content plan

Duration: 0.5 week

Here we learn another important skill needed for a brand manager which is about designing efficient branding processes that maintain brand consistency.

In this module, we cover the following:

  • Designing a brief and master visual
  • Metrics to evaluate content
  • Design thinking

Duration: 0.5 week

This is the litmus test where we bring it all together in form of a concept and get the feedback from the consumers

In this module, we cover the following:

  • Creating Concepts
  • Understanding the parameters of testing
  • Concept Testing – doing it right!

Exercises: Creating and Testing Concepts

Duration: 1 week

This module of the professional marketing course covers the intricate aspects of developing and growing a brand with ample examples of Indian brands.

In this module, we cover the following:

  • Premiumizations
  • Extensions
  • Repositioning
  • Advocacy

Examples: Eclairs, Gems, Vodafone, Dominos, Munch

Exercises: Identifying Extensions across categories and developing a strategy to premiumize your Brand

Duration: 0.5 week

This module of our professional marketing course will introduce you to the basics of the research process and cover the major researches and the principles behind each.

  • Research principles overview
  • Understanding Major Researches: Segmentation, U&A, CPT
  • Testing the Communication: Ad Evaluation, Social media, YT Pre-rolls
  • Post Launch Dipstick
  • Digital Reserach techniques

Duration: 1 week

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.

The specifics covered will be as follows:

  • Basics of media planning
  • Selection of strategies
  • Media Mix modelling
  • Building Digital only brands
  • Choosing Digital platforms
  • Running Ads on Digital
  • Budget Allocation

Project work: Submit the outreach strategy/media plan

Duration: 0.5 week

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

Duration: 0.5 week

In this module of the professional marketing course, we cover the things needed to delight the consumers with the experience. We take examples of successful Indian brands who have done this well get inspired to apply those learnings on our projects.

  • Brand as a Service
  • Tonality of brand
  • Creating Support

Duration: 1 week

In this module of the professional marketing course, we cover the nuts and bolts of brand management. 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’ll cover the following:

  • Using data to decode the consumer and the brand
  • Monitoring Business Health & its importance
  • Using retail metrics to understand the purchase metrics
  • Using household metrics to understand the penetration and consumption gaps
  • Using brand equity measures to understand the brand health and make sure effectiveness of communication

We also learn how to break down business problems. We use various logic paths and create different hypotheses across consumer, the brand’s proposition, channels, media, and copies, etc. to help you break down all business problems, in the job, interview all life.

As they say, we save the best for the last!
Exercises: Practice modules

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 work with you on building your answers for each of these, followed by mock interviews to get you all ready!

Industry Partners

With our marketing expertise, we have delivered successful training modules for the top recruiters! We use fundamental models of thinking to help participants internalize the concepts and then apply them with ease.

Kriti Kaur Sablok

Employer Brand Manager, Hindustan Unilever

“It has been a pleasure working with Kraftshala as our partner right from Day 1. The team under the leadership of Varun Satia has always brought in strategic insights which helped strengthen our brand. The uniqueness that Kraftshala brings to the table is to demystify ‘marketing’ and bring in tools on the science and art of marketing. This results in a set of candidates who become real assets to the company from day 1."

Emilia Matsumura

Director of Marketing, Asia Pacific at Taco Bell

“Kraftshala crafted a training module for our teams to ensure that our communication is always ‘on-brand’. The module was entertaining, easy to follow and interesting. They demonstrated their expertise in the marketing by creating a tailored, one-of-a-kind brand workshop that I know we will refer back to for years to come.”

FAQs

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 marketing 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!

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 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 projects on 2 diverse sectors. One project will cover the communication brief for an entrepreneurial venture in the healthcare sector and the second will cover the brand solution for a government initiative under the social development sector.

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

The curriculum for the Professional Brand Management course is a synthesis of a series of discussions, inspirations, experiences, and expectations from the top marketers of the country. It focuses on only those skills which are relevant for you to become a top-notch brand manager.

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.

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.

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.

This online marketing course is built on a learning principle which combines video content, projects and one-on-one interactions. While the videos are delivered online, but the project work will require you to go and talk to real consumers. All interactions with coaches and mentors will happen over a call enabled through the Kraftshala platform.

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 application process for this professional marketing course involves an interaction with the admissions team to evaluate candidature of students basis their acumen and course fit. In making each admission decision, we keep in mind that the excellence of Kraftshala depends on the talent and promise of each and every one of you. Thus, there is no fixed number as it completely depends on the talent of individuals applying.

The students from the top 40 B-Schools who took the course last year got placed in firms like BCG, HUL, Nestle, ITC, Coca-Cola, PepsiCo, Marico etc. while 3 top students got direct Nestlé pre-placement interviews for their performance. Apart from this, numerous students have won national competitions like HUL Lime, ITC Interrobang, Nestle 4Ps, Reckitt Benckiser Global Challenge, Mahindra War Room, Coca-cola and Airtel Case Study challenges among others.

Yes, we do have an EMI option. You can apply to the brand management certification for free. Post that our admissions team will get in touch with you to evaluate your candidature and fit with the course. Once selected, you will be required to submit the course fee which you can either pay full amount upfront or else use our easy EMI option