MICA has designed the following Leadership Development Programme exclusively for The Advertising Club.
Performance Marketing combines classical Branding efforts, age-old Marketing best practices & techniques, new-age data-centric digital marketing, and the most important ingredient, “you pay only when you get results.”
This Leadership and Management Development Programme is designed and aims to create an in-depth understanding of performance marketing and applying principles and practices to your client’s businesses. This specially designed in-practice 6 weeks long online course will help understand the modern marketer to truly understand and appreciate the breadth & depths of various aspects of marketing – from a deep understanding of clients, their businesses, and their customers to appreciating data and technology to immersing oneself into the world of creativity and innovation. By the end of the program, the learners will not only learn about how the interplay of various aspects of Performance Marketing takes place but also experience it by putting their knowledge in practice via a project presentation.
| Module | Performance Marketing |
| Duration In class | 28 hours (2.0 hours/ day X 2 days a week x 7 weeks) Every day – 15 min – recap pre-read before the session starts + 15 min at the end of the day – day’s learning |
| 3 hours for Group-wise capstone Project – Week 6 3 hours Capstone Project feedback – Week 6 1 HoursValedictory –Week7 | |
| Duration of Self-Study | 16 Hours |
| Day | Fridays: 6:00 to 8:00 p.m. IST Saturdays: 11:00 a.m. to 1:00 p.m. IST |
| Program Designed for | Advertising & Marketing Professionals Creative Specialists Digital Marketing Experts Learning Enthusiast |
• Live cases will be used (wherever required) in the class to give real-life perspective.
• All kinds of workshops will be part of the program.
• Participants will be awarded certificates on successful & timely submission of individual and group assignments.
• Programme Fee is for participant is INR 45000 + GST, including course development fee, procurement of case studies, digital reading material, course delivery, administrative overheads, and certificates.
• 90% attendance & timely submission of assignments is Mandatory to get a certificate. Any Participants failing to attend a session or submit the assignment due to technical errors or unavailability of connectivity will not be awarded the certificate.
• Sessions will be conducted on the Zoom platform. MICA will provide dedicated Tech support for the program.
• No recording of the session will be allowed by the client. MICA holds the right to record the session for its archival purpose.
• MICA can use the name and logo of The AdClub Mumbai for MICA LMDP marketing purposes.
• We suggest using Laptop/Desktop for a better experience.
• Live cases will be used (wherever required) in the class to give real-life perspective.
• All kinds of workshops will be part of the program.
• Participants will be awarded certificates on successful & timely submission of individual and group assignments.
• 90% attendance & timely submission of assignments is Mandatory to get a certificate. Any Participants failing to attend a session or submit the assignment due to technical errors or unavailability of connectivity will not be awarded the certificate.
• Sessions will be conducted on the Zoom platform. MICA will provide dedicated Tech support for the program.
• No recording of the session will be allowed by the client. MICA holds the right to record the session for its archival purpose.
• MICA can use the name and logo of The AdClub Mumbai for MICA LMDP marketing purposes.
• We suggest using Laptop/Desktop for a better experience.
No of Days/ week : 2 Days a week
1 session : 60 min
Week 1 – 7 : 2 sessions a day
Week 8 – 9 : 3 sessions a day
Mode : Online via Zoom
Dates : January 12, 2024 onwards.
Days & Time (IST) : Fridays (6:00 to 8:00 p.m.) & Saturdays (11:00 p.m. to 1:00 IST pm.)
Batch Size : Minimum 40 Participants to commence the program.
• 50% of the program fee of the enrolled participants till December 15, 2023, to be paid to MICA before the commencement of the program, i.e., January 12, 2024
• Remaining 50% of the fee for the participants registered on/before January 5, 2024, and 100% of fees of the participants registered after December 15, 2023, should be paid to The Advertising Club January 10, 2024
All applications for this course must be made through an Online Application Form.
In case payment is being made online through Credit Card/Debit Card, please ensure that you have the Credit Card/Debit Card with you at the time of filling out the Application Form.
If you have opted to pay the Application Fee/Installments of the Fee through Demand Draft/Pay Orders, then please ensure that the Demand Draft/Pay Orders for the applicable amount is made favoring “THE ADVERTISING CLUB BOMBAY” payable at Mumbai and is sent to the address provided below along with the downloaded copy of your Application Form. Please ensure that you write your Name, Course Name, Contact number and email id at the back of your Demand Draft/Pay Order. The student who are willing to pay fees through online please below find The Advertising Club Bombay’s Bank details :
NEFT/RTGS DETAILS :
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Beneficiary Name of Vendor in Bank : |
THE ADVERTISING CLUB BOMBAY |
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Beneficiary Bank Name : |
STANDARD CHARTERED BANK |
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Account Type : |
SAVINGS ACCOUNT |
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Beneficiary Bank Address : |
SHREE PANT BHUVAN, SANDHURST BRIDGE, CHOWPATTY, MUMBAI – 400007 |
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Beneficiary Bank Account No : |
22410024488 |
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IFSC Code : |
SCBL0036047 |
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MICR Code : |
400036004 |
All Demand Drafts/Pay Orders along with a downloaded copy of your Application Form must be sent to.
Student Relations Manager:
Mr. Mathew Samuel : [email protected]
Ms. Smita Khot : [email protected]
Monday to Friday
10:00 am to 5:00 pm
| MICA LMDP Course outline (30 hours module) | ||||
| Course Name: Performance Marketing | ||||
| Weeks | S.No | Topics | Hours | Date (2024) |
| Week 1 | 1 | Basic principles of performance marketing | 1 | Fri – Jan 12 |
| 2 | Appreciating the truth about the new “empowered consumer” | 1 | ||
| 3 | Target Audience & Segmentation | 1 | Sat – Jan 13 | |
| 4 | Generative AI & Changing Landscape of Marketing | How may marketing change in the coming decade | 1 | ||
| Week 2 | 5 | Storytelling & Performance Marketing | 1 | Fri – Jan 19 |
| 6 | Performance Creative – what is it, use of Data & impacting results | 1 | ||
| 7 | Landing Pages, Optimization & A/B Testing | 1 | Sat – Jan 20 | |
| 8 | Targets, ROI & KPI in Performance Marketing | 1 | ||
| Week 3 | 9 | Campaign Setup & Optimization | 1 | Thu – Jan 25 |
| 10 | Machine Learning in Digital Campaign? | 1 | Fri – Jan 26 Holiday | |
| 11 | Paid Search Marketing | 1 | Sat – Jan 27 | |
| 12 | Display Advertising | 1 | ||
| Week 4 | 13 | Social Media Marketing | 1 | Fri – Feb 2 |
| 14 | Email Marketing & Affiliate Marketing | 1 | ||
| 15 | Search Engine Optimization | 1 | Sat – Feb 3 | |
| 16 | How CRM plays a role in Performance Marketing | 1 | ||
| Week 5 | 17 | Partner Selection, Remarketing & Retargeting | 1 | Fri – Feb 9 |
| 18 | Conversion & Optimization best practices | 1 | ||
| 19 | Creative Performance Marketing – Best Practices | 1 | Sat – Feb 10 | |
| 20 | Understanding how Omni & Integrated work in today’s world | 1 | ||
| Week 6 | 21 | Diagnostics in Performance Marketing | 1 | Fri – Feb 16 |
| 22 | Reporting and Analytics in Performance Marketing | 1 | ||
| 23 | Synergy of putting Business Basics, Brand, Creatives, Digital Marketing, Paid & Earned Media, Content Strategy into one cohesive plan | 1 | Sat – Feb 17 | |
| 24 | Putting it all together – making a Performance Marketing Strategy | 1 | ||
| Week 7 | 25 | Ushering in the new age of marketing | 1 | Fri – Feb 23 |
| 26 | Group wise Capstone Project | 2 | Sat – Feb 24 | |
| 27 | Feedback on Capstone Project | 2 | Fri – Mar 1 | |
| 28 | Valedictory | 1 | ||
With an advanced degree in Leadership, Strategy & Social Psychology from the London
Business School and a Computer Science degree from the University of Southampton, Kaustav
has 25 years of experience and a long list of professional achievements tagged to his name
including one in Psychometrics from the University of Cambridge.
Kaustav has taught/mentored and worked with more than 50,000 students all over the world
and is a well-known behaviour, culture & communications trainer and advisor to young adults
in more than 12 countries.
His current engagements in academia include: his work with the incubation &
entrepreneurship initiatives at SPJIMR, IIM Calcutta, Pune University & IIIT Lucknow,
mentoring and advisory roles in Globsyn, NSHM & ICARE, and teaching
(Entrepreneurship, Communication & Customer Management, Digital Media & Marketing)
in a number of institutions within & outside India.
A Ph.D. from IIM Tiruchirappalli in the Information Systems & Analytics area, Mayank is an
interdisciplinary scholar. Working on the intersection of sociology, management, and technology, in
his research inquiries, Mayank examines (1) how digitization and the use of technologies are
redefining human, social and organizational relations, and (2) what strategic implications these
changes have for the organization and society. Methodologically, He is trained in both 'worlds' and
brings pragmatic approach to his research. His scholarly outcomes have appeared in top-rated
journals including Information Systems Journal (ABDC-A* and A Senior Scholar Basket of IS Journal),
Journal of Knowledge Management (A), and International Journal of Information Management (A*).
He has also presented his papers at flagship IS conferences such as International Conference on
Information Systems (ICIS) and Americas Conference on Information Systems (AMCIS). Mayank was
also selected to participate in the prestigious ICIS doctoral consortium 2018, held in Pacific Grove,
USA.