Duration 2 Days

Date: April 20-21, 2021


Program Partner

IMT MDP alumini from the Organizations like


The consumer and media landscapes have changed quite dramatically in the last decade or so and this has had a huge impact on the way we look at segmentation and positioning, as well as the way we plan and execute communication. The digital environment has opened up immense possibilities even for the smallest Marketing budgets and has also added to the complexity. The purpose of this course is to revisit the essential building blocks that will help modern brands create Marketing Communication that will deliver powerful results in this dynamic, competitive age.


  • That the brand is the fundamental unit of communication, and learn to dene brand essence, brand identity and brand positioning.
  • The strategic planning process involved in creating effective communication.
  • The role of Culture in Consumer behaviour, and how it helps create effective communication.
  • The creative development process – messaging and execution tools and leveraging media.
  • Leveraging the digital environment.


  • The Brand Essence and dening the Brand World.
  • The Role of Category and Culture in Brand Communication.
  • Customer Journey Mapping.
  • Creative execution and evaluation.
  • Communication strategy in Digital Environment, the role of PR, Events and Social Media.
  • Messaging and Media choices.


The workshop will be highly interactive and there will be lectures, group and individual assignments. The participants will have the opportunity to learn and use a number of problem-solving and creativity tools.


This program is targeted at Marketing Executives at all levels, SME Entrepreneurs, Start-ups, and Sales Executives looking to make a move to Marketing. The program is relevant to both B2C and B2B companies and brands.

Certification recognised by Industry Leaders


Prof. Prakash Dharmarajan

Prof. Prakash Dharmarajan has spent 30 years in Marketing, Advertising, Coaching, Training and Teaching. He has worked in leadership roles in Strategy and Business with leading Brand Communication agencies including Ogilvy and Mather, McCann Erickson and Publicis. Besides running a Brand Marketing advisory, PD is also a facilitator of Strategy Workshops including simulation-based marketing games. At IMT, PD teaches the popular course 'Creative Brand Communication'. PD studied Economics at Presidency College, Kolkata, followed by Management at IIM Ahmedabad.

Prof. Jishnu Changkakoti

Prof. Changkakoti is a marketing professional with over 23 years of experience in companies such as Johnson & Johnson and Samsung across multiple countries around the world. He is a graduate of NIT Calicut, IIM Calcutta, and of the Executive Program in Mastering Design Thinking from MIT Sloan School of Management. In IMT Ghaziabad, Prof. Changkakoti teaches various courses in Marketing. In addition to his teaching duties, he is also a marketing consultant and trainer, and is a member of the consultant’s panel for Stanford University’s Seed programme.

Prof. Elkana Ezekiel

Prof. Elkana Ezekiel is an MBA from XLRI Jamshedpur with 28 years of FMCG industry experience in Marketing, Sales and General Management. He has worked in multiple product categories such as food, personal care, baby toiletries, feminine hygiene and OTC handling respected brands such as Parle-G, Stayfree, Johnson’s Baby, Band-Aid, Anacin, Savlon, Sugar Free and Nutralite. His work experience includes companies like Parle Products, Johnson & Johnson, Samsung and Zydus Wellness. In the course of his career Elkana has worked both in India and in the Asia-Pacic Region and held leadership positions such as VP (Marketing) at Johnson & Johnson India and Regional Marketing Director Johnson’s Baby Asia-Pacic based in Singapore. His last full- time industry role was as Managing Director of Zydus Wellness Limited.

Since 2015, Prof. Elkana has been pursuing a career in teaching and business consulting. He has been with Institute of Management Technology Ghaziabad as an Adjunct Faculty in the Marketing Area since July 2016 and teaches students in the MBA full time program. His courses include Pricing for Value, Marketing Management, Product and Brand Management and New Product Management

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