As brands increasingly prioritize retaining existing customers over acquiring new ones, retention marketing and consumer technology have become essential focuses for marketers and media managers. Embracing this digital shift, MICA Ahmedabad has launched a cutting-edge course named ‘Tech Tonic – Consumer Tech and Campaign Management’. This initiative aims to empower students with crucial principles in Consumer Technology, Retention Marketing, and Campaign Management.
In collaboration with WebEngage, a prominent MarTech platform and Retention Consultancy suite, MICA’s Media Entertainment and Sports Management Specialisation (MESM) Area will deliver this intensive eight-session program. Led by industry experts, the course will bridge the gap between traditional marketing theory and the practical application of data analytics in today’s competitive consumer tech landscape.
Dean Prof Githa Heggde highlighted the significance of data and technology in reshaping consumer experiences, emphasizing the course’s role in equipping students with skills to address contemporary marketing challenges. “This collaboration acknowledges the need for academic programs that embrace data-driven marketing,” Prof Heggde remarked.
Spanning five weeks, the course will immerse students in the complexities faced by major media platforms in India’s fiercely competitive market. They will explore how these platforms utilize customer data, enhance user engagement strategies, leverage multi-channel communications, and effectively acquire and retain users in a dynamic digital environment.
Professors Santosh Patra and Anirudh Kalia from the MESM area underscored the course’s focus on equipping students with comprehensive skills in managing consumer journeys, leveraging data for targeted campaigns, and mastering retail media metrics. “Tech Tonic promises to deliver insights into data-driven campaign planning, customer segmentation, personalization strategies, and more,” they added.
This initiative from MICA Ahmedabad promises to prepare the next generation of marketers with the knowledge and tools necessary to thrive in the evolving landscape of consumer technology and retention marketing.
