Mica Certificate Programme

MICA has designed the following Leadership Development Programme exclusively for The Advertising Club.

Leadership Development Programme

Data Science in Strategic Marketing and Management

We aim to achieve this goal by inculcating a critical understanding of data sciences, machine learning, storytelling through data, and applications in strategic marketing. Hands on approach will be developed through a capstone project, actual programming on tools and data platforms.

objectives

This online management development programme has two parts – a main and an advanced module. The overall objective is to enable its participants to not just catch up with the data science wave in Marketing Analytics, but also to ride it comfortably. One would develop an appreciation of the applications of big data analytics in Marketing by attending the basic program. At the same time the advanced module would enable them to develop a hands on approach to solve Marketing problems through the use of Data Science. We aim to achieve this goal by inculcating a critical understanding of data sciences, machine learning, storytelling through data, and applications in strategic marketing. Hands on approach will be developed through a capstone project, actual programming on tools and data platforms.

Application of Data science in Marketing Management
(Main)

Data Science Main

One would develop an appreciation of the applications of big data analytics in Marketing by attending the basic program.
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Application of Data science in Marketing Management
(Advanced)

Advanced Course

The advanced module would enable them to develop a hands on approach to solve Marketing problems through the use of Data Science.
Apply Now
Mica Certificate Programme

Pedagogy

  • Reading material identified by industry and academic experts
  • Online discussions customized for the business segment
  • PPTs
  • In-session and pre-session exercises
  • Post LDP assessment
  • Case Studies
  • Data Platforms
  • Tools Application
  • Capstone Project

Schedule

  • Programme Starts : November, 2020
  • Schedule of Classes : 4 classes of 1 hour (Saturday and Sunday)
  • 1 Class : 60 Minutes
  • Days & Timings (IST) : Saturday 6:30pm to 8:30pm and Sunday 11:00am to 1:00pm
  • Online Platform : Zoom, Webex
  • Capstone Project

Programme Faculty

Ashutosh-Dutt

Prof. Ashutosh Dutt

Associate Professor - Strategic Marketing
Preeti SHroff

Prof. Preeti Shroff

Professor - Communication

Dean - MICA, Head - MDP

DHARUN_KASILINGAM

Prof. Dharun Kasilingam

Assistant Professor - Digital Platform and Strategies
jay_trivedi

Prof. Jay Trivedi

Associate Professor - Digital Communication Management
Santosh

Prof. Santosh Kumar Patra

Associate Professor & Area Leader, Media and Entertainment
Management (MEM) Head, Centre for Media and Entertainment Studies (CMES)
Rajneesh Krishna

Prof. Rajneesh Krishna

Associate Dean - Research and Professor, Area Leader - Digital Platform and Strategies
Prantosh

Mr. Prantosh Banerjee

Expert Industry faculty and Management Consultant
Rajneesh Pathak

Mr. Rajneesh Pathak

Analytics Product & Offering lead at Genpact
Derrick Gray

Dr. Derrick Gray

Chief of Measurement Science, BARC India
Paurush Sharma

Paurush Sharma

Industry Lead at Google | Ex Viacom & GroupM

MICA Alumni | 2001-03 batch

Komal Goyal

Komal Goyal

Platforms Solutions Lead at Google

MICA Alumni | 2013-15 batch

Programme Fee

Main Course

Certificate Programme on Application of Data science in Marketing Management
49,900 Plus GST
  • 3 months
  • 52 hours
  • Certificate
  • Case Studies
  • Digital Reading Material
Main

Advanced Course

Certificate Programme on Advanced Application of Data science in Marketing Management
99,000 Plus GST
  • 6 months
  • 100 hours
  • Certificate
  • Case Studies
  • Digital Reading Material
Advanced

Terms & Conditions

  • For Indian Participants – Graduate with minimum 50% marks from a recognized university (UGC/AICTE/DEC/AIU/State Government) in any discipline.

    Assessments

    A minimum of 70% attendance to the LIVE lectures is a prerequisite for the successful completion of this programme. There are periodic evaluations built in throughout the duration of the course. These may be in the form of a quiz, assignment, project or other objective/subjective assessments. The evaluations are designed to ensure continuous student engagement with the course and encourage learning. Participants who successfully clear the same in along with the requisite attendance criteria will be awarded the Certificate as appropriate.

    Certification

    On the payment of all due fees and the successful completion of the programme, participants will be awarded a MICA Certificate in Data Science in Strategic Marketing and Management issued by MICA and The Advertising Club Bombay. Soft copy of the Certificate will be issued online with a digital signature by email after completion of the course by MICA. If any student requires the hard copy of the certificate, the printing & courier charges will be applicable.

  • 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 :

    Beneficiary Name of Vendor in Bank :

    THE ADVERTISING CLUB BOMBAY

    Beneficiary Bank Name :

    STANDARD CHARTERED BANK

    Account Type :

    SAVINGS ACCOUNT

    Beneficiary Bank Address :

    SHREE PANT BHUVAN, SANDHURST BRIDGE, CHOWPATTY, MUMBAI-400007

    Beneficiary Bank Account No :

    22410024488

    IFSC Code :

    SCBL0036047

    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]

  • The Advertising Club Bombay/MICA reserves the right to reject any application.
  • Programme fee includes the cost of online study material recommended by the faculty.
  • Bandwidth requirements: 512kbps in metro locations and 1mbps in non-metro locations. The student must make a declaration on the bandwidth at the time of enrolment.
  • Marks obtained in graduation  
  • Statement of purpose for doing this course (in about 200 to 250 words)
  • The limited number of seats, available on a first come, first serve basis.

Data Science Main – Course 1 fee: Rs.49,900.00 + GST 

Payment and Installment Schedule 

Registration and Down payment

Rs. 24,950.00 + GST to be paid along with the acceptance of the proposal 
Last Date: Enrollments open only until seats last

Final Installment

Rs. 24,950.00 + GST (remaining amount) through DD/PO/Online/Direct Account Transfer on or Before: 25th Dec 2020 (15 days before programme conclusion)

Data Science Advanced – Course 2 fee: Rs.99,000.00 + GST 

Payment and Installment Schedule 

Registration and Down payment

Rs. 49,500.00 + GST to be paid along with the acceptance of the proposal 
Last Date: Enrollments open only until seats last

Final Installment

Rs. 49,500.00 + GST (remaining amount) through DD/PO/Online/Direct Account Transfer on or Before: 25th Mar 2020 (15 days before programme conclusion)

The programme fee is payable in instalments as per the instalment schedule provided. In the event of late payment of Final Instalment, a Late Fee is leviable as follows.

  • If the Fee Instalment is not received within 14 days from the due date, then the Participant shall be considered a dropout and a Rejoining Fee of Rs.5000 + tax will be charged to the Participant, if the Participant wishes to continue with and complete the programme.
  • Requests for refund of fees on account of cancellation of enrolment shall be considered only if such requests are received prior to closure of registration or 15 working days before date of course commencement whichever is earlier.
  • In event that such valid requests for refund of fees are received, the application money shall be refunded after deducting a penalty of Rs.5000 + GST.
  • In all other cases, no refund shall be made.
  • The Advertising Club Bombay & the Institute, reserves the right to cancel courses at any time owing to reasons like insufficient enrolments, trainer indisposition or force majeure events. In the event that The Advertising Club Bombay or the Institute cancels a scheduled course, the student will receive full fee refund for the same. All refunds will be processed within 30 days of receipt of a valid refund request.

contact us

get in touch with Student Relations Managers

Hours

Monday to Friday

10:00 am to 5:00 pm

Ms. Smita
Khot

Whatsapp : +91 9869 022 258

[email protected]

Mr.Mathew
Samuel

Whatsapp : +91 9820 369 410

[email protected]

Contact at MICA

Prof.Ashutosh Dutt

Programme Lead

[email protected]

Mr.Brahma Raval

LDP Office

+91 8000 091 876

[email protected]

Thanks to our media partners

In Alphabetical Order

Enrolment Form

Prof. Ashutosh
Dutt

Associate Professor - Strategic Marketing

He is an Associate Professor leading the area of Marketing Analytics at MICA. He has worked as Adjunct Faculty in the field of Quantitative Marketing Research at MICA (Ahmedabad, India) for the last 7 years. He was then based out of Gurgaon, India and has taught at other Management institutes including Indian Institute of Management, Kashipur, Symbiosis, Pune and Development Management Institute, Patna. His courses include Quantitative

Techniques, Business Analytics, Multivariate Data Analysis, Marketing Research, Online Research and Pricing Research. He has more than 13 years of experience. For the first 5 years of his career he worked in the IT, MR and Data Analytics industry after which he has been a regular in academics. He also consults the current Delhi government and Delhi Commission for Women on matters pertaining to Research and Analysis.

His courses include Quantitative Techniques, Business Analytics, Multivariate Data Analysis, Marketing Research, Online Research and Pricing Research. He has more than 13 years of experience. For the first 5 years of his career he worked in the IT, MR and Data Analytics industry after which he has been a regular in academics. He also consults the current Delhi government and Delhi Commission for Women on matters pertaining to Research and Analysis.

Prof. Preeti
Shroff

Professor - Communication

Dean - MICA, Head - MDP

Management and Executive Leadership Development Specialist, Global and Sustainable Development Strategy and Program Leader, Executive and Management Training Consultant, Learning Innovations and Higher Education Entrepreneur. Currently leading MICA – The School of Ideas, as Dean and Director of Centre for Development Management & Communication.  With  over  25  years   expanding impact with proven design, implementation and management accomplishments in the field of international management and development, democratic governance, public and private sector leadership, civil society capacity development. Program management and Training leader in Africa, Asia, Middle East, Europe and North America supported by USAID, the US State Department, US State department’s Bureau of Human Rights (DRL) and the Middle Eastern Peace Initiative (MEPI), World Bank, Institute for Inclusive Security, Peace Corps, Atlas Corps, Ford Foundation, The Zonta Foundation, Canadian Ministry for Economic Development, OXFAM, Social and Health Ministry of Government of Finland, Misereor of Germany, UNICEF and Government of India. Emphasis on Next Generation Leadership and solutions through innovative organizational enterprise, youth education and partnerships, cross- sector resource sharing, technology platform leveraging and engaging communities for social innovations. Teaching experience with Johns Hopkins University – School for Advanced International Studies (SAIS), State University of New York, School for International Training – SIT, World Learning, Washington DC

Prof. Dharun
Kasilingam

Assistant Professor - Digital Platform and Strategies

Dr. Dharun holds a Masters of Engineering (M.E.) degree in Industrial Engineering from PSG College of Technology, Coimbatore and a Ph.D. in Marketing and Analytics from National Institute of Technology (NIT), Tiruchirappalli. He was conferred with the most prestigious student awards titled “The Best All Rounder” (in Curricular, Extra Curricular and Co-Curricular Activities) of PSG College of Technology 2015. He was the youngest researcher to receive a Ph.D. at NIT Trichy in Management at an early age of 25.

Before joining MICA, he was teaching courses related to Analytics, Quantitative Techniques, & Business Research at the Alliance School of Business, Alliance University, Bangalore. His research interests include Mobile Commerce, Mobile Advertising, Chatbots for Shopping, Block Chain, Internet of Things, Space Travel, etc.

His paper titled “Understanding the Intention to Use Mobile Shopping Applications and its Influence on Price Sensitivity” in Journal of Retailing and Consumer Services is one of the most cited articles published in the Journal since 2017. His research has appeared in the proceedings of several renowned international conferences in India, Australia, Dubai, and Malaysia. He has also delivered special lectures for Research Colloquiums, Research Scholars Forum of NIT Trichy, and The Institution of Engineers India. He has a demonstrated ability to understand and apply advanced statistics and analytics to yield benefits to real-world business issues. He is also an expert in software packages like R, Minitab, SPSS, Stata, AMOS, Smart-PLS, etc. He aims to contribute to innovative applied research that results in genuine value-added services and products for the consumers and all stakeholders, including the community at large.

Prof. Jay
Trivedi

Associate Professor - Digital Communication Management

Dr. Jay Trivedi holds about a decade long corporate experience with India’s leading media companies like HT Media Ltd, Radio One Ltd and The Indian Express. He holds a PhD from Gujarat University and has published with Scopus Indexed and ABDC listed journals. His teaching experience spans across India’s well known universities. Dr. Trivedi is an IAMAI and Google certified digital marketing professional. A motivated researcher in the area of marketing, and he is passionate about teaching, studying and practicing marketing. Out of his 16 years of work experience, he has spent 10 years with India’s leading media corporate in their marketing and sales function. For more than 6 years now, he is involved in full-time teaching with leading universities in India. In addition to teaching Integrated Marketing Communications and Sales & Distribution, he has taught and developed courses in Digital marketing. His research papers have been published in national and international journals indexed in Scopus and listed in ABDC.

Prof. Santosh Kumar
Patra

Associate Professor & Area Leader, Media and Entertainment

Management (MEM) Head, Centre for Media and Entertainment Studies (CMES)

Santosh has more than 14 years of work experience in teaching, research and administrative positions. In last seven years he has worked at IMT, Ghaziabad IMTG) and MICA, Ahmedabad in different capacities. He started a new domain in the area of Media and Entertainment Management at IMTG and was heading the domain at IMTG in 2017-18.

A student of Sociology at core, he attempts to understand and explore the dynamism involved in the domain of media and entertainment business, media and digital sociology and new media philosophy through research, teaching and other engagements.

He has done his masters in Sociology, M.Phil in Political Economy and Development Sociology and PhD in Digital Sociology from Jawaharlal Nehru University (JNU), New Delhi. His teaching and research interest cuts across different subfields in media and entertainment management, social studies, which includes media sociology, digital sociology, self and cyberspace and theories political economy.

He has contributed in the areas digital sociology, media sociology, political economy of media, sociology of religion etc. and has published widely both in national and international journals. He constantly contributes opinion pieces for different national and regional newspapers and magazines. He is a political observer and most of his research, talks and writings reflect the political complexities and raise the concern of power and authority in the society. An amateur political analyst, he believes in inherent power as the key driver of societal order.

Prof. Rajneesh
Krishna

Associate Dean - Research and Professor

Area Leader - Digital Platform and Strategies

Dr. Krishna is Associate Dean and a Professor in Strategic Marketing at MICA. Armed with a Ph.D. from IIT Bombay, Dr. Krishna joined Mudra Institute of Communications, Ahmedabad in 2000 as an Associate Professor. He has been since held various teaching and institution building roles at MICA. He conceived and established MICAMINDS – a student led research and consultancy wing. He also chaired the committee which conceptualized and founded the Digital Marketing and Communication specialization at MICA. He has served variously as Area Head, Digital Communication Management; Dean, Research; Chair, Curriculum Committee; Head, Academic Affairs at the institute.

He briefly served as Dean, FLAME School of Communication, from October 2014 to July, 2016. Prior to joining MICA, he worked at Drshti Strategic Research Pvt. Ltd., on various marketing research projects focusing on understanding the consumer psychology, connect between culture and consumption and transforming the understanding into a viable marketing strategy.

His teaching interests are in the domain of Consumer Behavior and Marketing Research. In this domain he has not only taught courses like Consumer Behavior, Marketing Research, and Statistical Methods of Data Analysis but also introduced various cutting-edge courses like Consumer Insight Mining, Applied Areas in Marketing Research, and MR Project.

Prof. Krishna has published in various refereed journals and has also written a book on Consumer Behavior, which has been published by the Oxford University Press.

Mr. Prantosh
Banerjee

Expert Industry faculty and Management Consultant

Prantosh J. Banerjee is an independent Management Consultant in Analytics-based Strategy domain with 20+ years’ consulting experience. Apart from consulting he is a Visiting Faculty in select management institutes. Prantosh also conducts Managerial Development Programs for Corporates in Business Strategy, Marketing and Business Analytics. His research interests lie in exploring counter-intuitive Consumer Behaviour through Experiments incorporating Behavioral and Neuroscientific methods.

Academically, Prantosh is a B. Tech. (IIT Kharagpur), P.G.D.M. (IIM Calcutta) and FPM (equivalent to PhD, IIM Ahmedabad). His doctoral thesis received the IFCI Thesis award at IIM Ahmedabad. He is a member of the Rotary Club and a Paul Harris Fellow.

Mr. Rajneesh
Pathak

Analytics Product & Offering lead at Genpact

Senior-level management executive with ~ 20 years of dedicated analytics & consulting experience with extensive hands-on exposure to business development, management, P&L handling, innovation and overall analytics & data science delivery.

Specialties: Analytics/ Consulting, Practice leadership & Client Delivery, Business development, Setting up analytics functions from conception to production, AI, Data Science, Machine Learning, Big Data, Database Marketing, Customer Analytics, Health Analytics, Banking & Insurance Analytics, Six sigma, Program management, Certified Six Sigma Black belt.

Dr. Derrick
Gray

Chief of Measurement Science, BARC India

Dr. Derrick Gray is the Chief of Measurement Science at the largest television measurement service  in the world. An Audience Measurement and Advanced Analytics executive, Dr Gray brings with him a global experience of 20 years in Linear Television, Digital Television, Radio  measurement and Audience Information Systems. He has led Statistical Research, Measurement Science, and Data Science Functions throughout his vast career.

Paurush
Sharma

Industry Lead at Google | Ex Viacom & GroupM

MICA Alumni | 2001-03 batch

Senior partnership and business consultant, oversee holistic relationship between Google and large financial client while working closely with their partners to identify business objectives, marketing strategies and deliver Google solutions that reach and exceed their goals. Responsible for developing and executing strategic digital marketing initiatives to generate revenue from Digital platforms. Managed ownership for the P&L targets at GroupM for the online channel and individual product categories across (Nestle, Telenor, MMT, Dolby, ITC, Honda cars, Micromax etc). Managing all aspects of paid search engine marketing (SEO/SEM), mobile search, Mobile marketing, Mobile application development, social media marketing (SMM), online reputation management (ORM), affiliate marketing and email marketing to generate online traffic through these initiatives and convert this traffic into revenue from online conversions.

Komal
Goyal

Platforms Solutions Lead at Google

MICA Alumni | 2013-15 batch

I help businesses decode complex business challenges, breakdown data silos and visualize their Martech ecosystem via technical architectures. Advanced Analytics, ML for Marketing and Data driven attribution are my key areas of interest. Earlier in my career, I have also played around with tech, developing Android apps for two years. My Motto: Strive to create a difference doing small things that matter!