Over the course of five weeks, the new program will address the challenges encountered by major media platforms in India's competitive market. As brands increasingly focus on retaining existing customers rather than acquiring new ones, retention marketing and consumer technology have become top priorities for marketers and media managers.
In response to this shift, MICA Ahmedabad has launched a course titled "Tech Tonic – Consumer Tech and Campaign Management." This course is designed to provide students with essential principles in Consumer Technology, Retention Marketing, and Campaign Management.
MICA Dean Prof. Githa Heggde commented on the initiative, stating, “Data and technology are transforming consumer journeys and experiences. Understanding the technologies that are reshaping consumption experiences, the cost and availability of data, and business intelligence in the media sector is crucial. This partnership with WebEngage highlights the need for academic programs that align with the data-driven nature of modern marketing and will prepare students in the MESM area to address key challenges.”
The course will offer deep insights into how large media platforms analyze customer data, enhance user engagement, communicate effectively across various channels, and manage user acquisition and retention in a fast-evolving environment.
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