The marketing landscape is evolving rapidly. Marketing professionals are sourcing ingenious ways to break through the clutter and ensure their marketing communication strategies stand out from the crowd. As digital media influences every sphere of our lives, there’s a need for a strategic, insightful and disciplined approach to marketing. From early-career professionals to business leaders, a thorough knowledge of relevant tools and techniques is a must to delight customers and stay ahead of the competition.

The Post-Graduate Certificate in Sales & Marketing Communication programme from MICA (formerly known as Mudra Institute of Communication, Ahmedabad) is designed to help you strategically think of marketing challenges and recalibrate the ways of connecting and influencing customers. The programme offers a holistic understanding of key concepts in sales and marketing communication with a special focus on marketing management. This nine-month programme provides an immersive learning experience with a blend of classroom lectures, online sessions, real-world case studies, group discussions, in-class activities and assignments. Through this programme, you will gain fundamental knowledge, skills and frameworks needed to manage effective and integrated sales and marketing communication strategies.


  • EVALUATE - Learn how to evaluate and assess evolving market dynamics
  • ALIGN - Understand how to effectively align sales / marketing / communication activities with the overall business strategy
  • UNDERSTAND - Gain practical understanding of branding, channel design and development, and its impact on businesses
  • EXPLORE - Explore frameworks and tools needed to enhance decision-making capabilities
  • DEVELOP & LEAD - Understand how to develop and lead effective sales and marketing teams
  • IMPLEMENT - Gain an exposure to the techniques, challenges and nuances in implementing sales, marketing and communication activities


Post-Graduate Certificate in Sales & Marketing Communication - Certificate Click to view certificate



    Coming Soon


    9 Months
    (Live Online Classes & Campus Immersion Sessions at MICA)


    INR 1,32,500 + GST

Who is this Programme For

  • Marketing Managers, Product Managers, and Sales Managers who are responsible for marketing & sales of products and services of their organisation
  • Advertising and PR professionals seeking to build on and refine their advertising strategies basis current market trends and best practices
  • Brand managers interested in strengthening their management and leadership skills to conceptualise superior brand strategies
  • Leaders who want to become more knowledgeable about effective sales, marketing and brand management strategies
  • Entrepreneurs and business owners, who have the ambition to grow their business through effective sales, marketing and communication strategies
  • Professionals who have recently taken a role or aspiring to establish a career in the Sales, Marketing, Branding, Advertising and PR domains
  • Eligibility -The applicant should be a Graduate with minimum 1 year of work experience

Programme Modules & Faculty


  • Introduction to the marketing process
  • Marketing environment
  • Fundamentals of marketing – marketing vs sales, marketing mix, segmentation, targeting
    and positioning
  • Aligning marketing activities to business objectives
  • Marketing frameworks including marketing mix variables for marketing strategy
  • Developing and driving integrated, customer-centric marketing strategies
  • Innovations and contemporary issues in marketing
  • Introducing marketing of services
  • Understanding customer expectations
  • Managing customer relationships
  • Managing service recovery
  • Pricing for services
  • Managing service quality
  • Consumer decision making process
  • Culture & sub cultures
  • Consumer motivation, learning & perception
  • Attitude & beliefs
  • Segmentation and personalisation
  • Creating customer personas and the customer journey to understand key marketing moments
  • Overview of marketing research
  • Research design
  • Qualitative and quantitative methods for decision making
  • Online and offline data collection and analyses tools
  • Report writing
  • Scope of B2B marketing
  • Organisational buying behavior
  • Developing and managing offerings
  • Pricing & negotiating value
  • Business marketing channel management
  • Customer relationship in B2B environment
  • Business marketing strategy and processes
  • Innovation, branding and competitive strategy
  • Introduction to sales and distribution – channels and functions
  • Overview of supply chain management
  • Translating corporate strategy to sales strategies
  • Sales planning, budgeting and forecasting
  • Channel/multi-channel management and integration
  • Territory mapping and management
  • Building and nurturing sales teams
  • Sales recruitment and performance management
  • Leaderships aspects – leading teams, motivation, conflict resolution
  • The personal selling process, negotiation techniques and skills
  • Role and scope of marketing communications
  • Marketing communication mix
  • Content strategies
  • Media channels
  • Developing a marketing communications campaign
  • Budget management
  • Corporate communications – corporate personality, identity and branding
  • Corporate reputation framework
  • Role of social media and digital business strategies
  • Introduction to advertising – objective, functions and elements of effective advertising
  • Different formats of advertising and their impacts and relevance
  • Theoretical aspects to advertising – concepts and appeals – cognitive model, affective and conative, emotional, fear, humour, sex, rationality, scarcity etc.
  • AIDA and hierarchy of effects model
  • Promotional strategies
  • Advertising agencies
  • Introducing brand management
  • Managing and measuring brand equity
  • Brands and social media
  • Managing brand extension
  • Managing brands over time
  • Brand portfolio management
  • Sustainability branding
  • Understanding CRM; understanding relationships
  • CRM projects; CRM databases
  • Customer portfolio management
  • CRM and customer experience; creating value for customers
  • Customer acquisition strategies; customer retention strategies
  • Sales force automation; marketing automation; service automation
  • Organisational issues and CRM
  • The impact of data and technology in today’s world
  • Digital marketing analytics to optimise efforts across channels and platforms
  • Online consumer decision journey
  • Digital communication platforms: search, social, email, display, video
  • The digital marketing ecosystem
  • Search & content marketing
  • Metrics, analytics, review, course-correction


Dr Anita Basalingappa
Dr Anita Basalingappa

Professor in Marketing and Chairperson-Online Programmes at MICA

Dr Anita Basalingappa is Professor in Marketing and Chairperson-Online Programmes at MICA. Her expertise is in the area of Marketing theory and practice, given her experience in academe, training and consulting for over 25 years.

Prior to joining MICA in 2004, she was associated with Vishesh Advertising Pvt. Ltd., Bangalore, Indian Institute of Management, Ahmedabad and KLE society’s Management Institute and Karnatak University, Dharwad. She was awarded the D C Pavate fellowship at Judge Business School and Sidney Sussex College, University of Cambridge, UK in 2008. At MICA, she has held administrative positions of Chair-Marketing Area, Chair-Research, Chair-Admissions and Chair-Fellow Programme in Management. She has been associated in the past as a visiting faculty on invite at Institutions such as EDI, IIMA, IIMI, FLAME, SPJIMR, and IIM Kashipur.

She has been teaching Marketing Strategy using simulations such as MARKSTRAT & Blue Ocean Strategy Simulation; Brand Management; Customer Relationship Management; Services Marketing and Marketing Theory across residential and online programmes at MICA. Her research and consulting interests include marketing theory, sustainability & street markets, regional brands & rural markets, and social media behaviour of brands & users.

She holds a Bachelor of Science (Honours) degree in Mathematics, an MBA in Marketing and a Ph.D. in Customer Relationship Marketing from Karnatak University, Dharwad, India.

Programme Fee

Dates Length Location Tuition Fees
Coming Soon 9 Months Live Online Classes & Campus Immersion Sessions at MICA INR 1,32,500 + GST
Deadline Application Fee
Round 1 Apr 15, 2020 INR 2,500 + GST
Round 2 May 15, 2020 INR 3,000 + GST
Round 3 Jun 15, 2020 INR 3,500 + GST
Remarks Instalment Amount
Instalment 1 Within 7 days of selection INR 25,000 + GST
Instalment 2 Jun 25, 2020 INR 50,000 + GST
Instalment 3 Oct 25, 2020 INR 57,500 + GST

Student Loan Details

Loan Amount Available Tenure (months) EMI
INR 1,48,533 (inclusive of GST) 30 INR 6,283


  • The above EMI’s are indicative. The EMI’s offered by each of the loan providers might vary from the above figures, depending upon tenure and loan amount to be disbursed.
  • Other EMI tenures available (Months):
    Propelld: 6/12/18/24/30/36/42/48
    Eduvanz: 12/24/36/48

Please visit Students Loans and Financing for details on how to avail a student loan.


This programme includes live online classes. To attend a live online class you will need to have a PC/Laptop/Mac with

  • Speakers and microphone: built-in or a USB plug-in or wireless Bluetooth
  • Webcam: built-in or USB plug-in
  • Processor: with Dual Core 2Ghz or higher (i3/i5/i7 or AMD equivalent)
  • RAM: 4 GB or higher
  • OS: Either MacOS 10.7 or higher OR Windows 8 or higher
  • An internet connection: Minimum bandwidth of 3.0 Mbps (up/down)
  • Browser: IE 11+, Edge 12+, Firefox 27+, Chrome 30+
  • Zoom software client installed on your PC/Laptop/Mac

We use the Zoom software application to conduct live online classes. Zoom works on a variety of PCs/Laptops/Mac systems and also on phones and tablets. You can join your live online class from a phone or tablet if it supports the Zoom client. We recommend that you attend classes from a PC/Laptop/Mac.