Integrated Retail Marketing Communication" provides a comprehensive and in-depth understanding of relevant retail marketing communication concepts such as Branding the Store, Retail Brand Positioning, Retail and Cooperative Advertising, In-Store Advertising, Shopper Marketing, Sales Promotion, Personal Selling, Direct Marketing Retail, Public Relations (PR), Adding Value with integrated efforts, Multi-Channel Retailing, and Effective Digital Marketing Strategies for retail success.
Retail practitioners, fresh graduates, students, professional store managers, and independent store owners can take up this course. It is helpful to fresh graduates or people interested in switching to a retail career to navigate the world of integrated retail marketing communication. It also helps current practitioners, professional store managers, and independent store owners upgrade their understanding and upskill themselves with current practices in integrated retail marketing communication. It will also provide insights for the store managers and independent store owners to hone the sales associates' integrated marketing communication skills, as they are often the first touchpoint of customers in a store.
The purpose of this course is to bring about an awareness of the multi-faceted aspects relating to communication with existing and potential customers. The course is highly engaging, with crisp videos and e-learning content filled with Indian and global real-world examples and practical insights to succeed in the modern retail world.
| Course Status : | Upcoming |
| Course Type : | Core |
| Language for course content : | English |
| Duration : | 8 weeks |
| Category : |
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| Credit Points : | 3 |
| Level : | Postgraduate |
| Start Date : | 20 Jan 2025 |
| End Date : | 30 Apr 2025 |
| Enrollment Ends : | 28 Feb 2025 |
| Exam Date : | 18 May 2025 IST |
| Translation Languages : | English |
| NCrF Level : | 6.5 |
| Industry Details : | Retail and E-Commerce |
| Exam Shift : | 2 |
Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.
Week 1: Branding the Store
Week 2: Positioning Retail Brands
Week 3: Retail Advertising - the Many Hues
Week 4: Cooperative Advertising, In-Store advertising and Shopper Marketing
Week 5: Sales Promotions - a Tactical Promotion Tool
Week 6: Personal Selling and Direct Marketing in Retailing
Week 7: Public Relations and Adding Value by Integrating Retail Marketing Communications
Week 8: Multi-Channel Retailing and Digital Communication Tools
Books and References:
Additional Readings:
Enrolling and learning from the course is free. However, if you wish to obtain a certificate, you must register and take the proctored exam in person at one of the designated exam centre’s. The registration URL will be announced when the registration form is open. To obtain the certification, you need to fill out the online registration form and pay the exam fee. More details will be provided when the exam registration form is published, including any potential changes. For further information on the exam locations and the conditions associated with filling out the form, please refer to the form.
Assessment Type | Weightage |
Weekend Assessment | 25% |
Final Exam | 75% |
Score | Type of Certificate |
>=90 | Gold |
75 - 89 | Silver |
70 - 74 | Bronze |
40 - 70 | Successfully Completed |
<40 | No Certificate |
Sample Certificate:
Disclaimer: In order to be eligible for the certificate, you must register for enrolment and exams using the same email ID. If different email IDs are used, you will not be considered eligible for the certificate.
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