MICA Ahmedabad Launches New Course on Consumer Technology, Retention Marketing and Campaign Management

MICA Ahmedabad: With brands turning their focus to retaining existing customers rather than acquiring new ones, retention marketing and consumer technology have climbed up the priority list for marketers and media managers. Taking a digital leap, MICA Ahmedabad has launched a course titled ‘Tech Tonic – Consumer Technology and Campaign Management’ which will equip students with key consumer technology, retention marketing and campaign management principles.

To design and deliver this curriculum, MICA’s Media Entertainment and Sports Management specialization (MESM) area partnered with WebEngage, a leading MarTech platform and retention consultancy suite that simplifies user engagement at scale.

Industry veterans will lead an intensive eight-session program that will bridge the gap between traditional marketing theory and the practical application of data analytics in today’s competitive consumer technology landscape.

Professor Geeta Hegde, Dean, MICA, while discussing the collaboration, emphasized the impact of data and technology in reshaping consumer journeys and experiences. Therefore, it becomes essential to gain a deeper understanding of the technologies that are reshaping and reconfiguring consumption experiences, costs and availability of data, analytics and business intelligence in the media business.

This collaboration with WebEngage recognizes the growing need for academic programs that reflect the data-driven nature of modern marketing and will equip students in the MESM sector with the skills to tackle critical issues.

The five-week long course will help students understand the challenges faced by large media platforms in India’s highly competitive market. They will gain deep insight into how such platforms analyze customer data, deal with user engagement, communicate effectively across channels and ultimately acquire users and retain them in this dynamic environment .

Explaining the course structure, MICA Professor Santosh Patra and Professor Anirudh Kalia from the MESM sector said, “Media, both as a vehicle and a business, has rapidly moved from B2B to D2C under the waves of technology. This change makes it imperative for our Media, Entertainment and Sports Management specialization students to learn data in all its nuances, build and manage consumer journeys and tools for engagement and retention.

Techtonic – Consumer Technology and Campaign Management is a course that will equip them with both the understanding and tools needed to navigate it better.

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