What is marketing? Theoretically, it is the process of ideating, creating, prototyping, revamping and maintaining a product or a brand. Marketing has always been used as a synonym of sales or advertising. It is true that they are an integral part of marketing but they don’t define the extensive subject of marketing. MICA changed my perception of marketing completely. MICA is called the Mecca of marketing because it focuses on the integrities of marketing. Things that we generally overlook are looked with completely different perspective. MICA not only teaches marketing, but it also exercises marketing on a daily basis which enables the overall application of marketing concepts and probes us to think as managers do.
MICA is unique because of the subjects it offers. These subjects encourage us to question the whys and hows of marketing. Though MICA offers a wide arena of subjects in marketing, the subjects that changed my myopic view about marketing are Semiotics, Cultural Context of Communication and Consumer behaviour. It gives us the chromatic view of the thought process of big brands and why they are so big. They teach us how our nuances of life could have a massive impact on the decisions of marketing managers. These subjects teach us to read between the lines and come up with the best strategy for any business.
“The best marketing doesn’t feel like marketing.” - Tom Fishburne
Ever wondered how a company comes up with a particular product? Why do we have so many variations of the same product? Thought about what the communication of a particular brand means? How competitive brand work to enhance their market share? If your answer is yes to any of these questions then your answers are here at MICA.
We, at MICA, understand that to sell anything, it is important for us to understand our consumers and the place from where they coming from. We understand that the users of our products are regular people and for them to use any product, it must satisfy some need gap. This need could be known or not known by consumers. To understand our prospective consumers, we learn consumer behaviour so that we are cognizant of their pain points and market our product that will solve their problems. If we delve further in consumer behaviour, we realize that humans are tribal people and they have community behaviour. Their cultures impact their consumption pattern at a subconscious level. This encourages us to study Cultural Context of communication and we understand that the same thing cannot work for different people at different places despite all being our target audience.
We learn to extract the consumer and cultural insights of the target audience throughout the customer journey. Once we know what the need of our consumers is, it is time for us to harp on it. We learn to communicate our message using the rights semiotics and tagline. This is done through a semiotic analysis of the product and the message that the company is willing to communicate through its brand. This ensures that the brand positioning is done right and our consumers know exactly what the brand stands for.
This is a glimpse of the vast world of marketing and how MICA is able to crack the code of right marketing.