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What is Ethical Hacking – A beginner’s guide

Well, we all know hacking is illegal. Whereas Ethical hacking is considered as a legit profession. Why is that? What is Ethical hacking?

Before we get into this, take a moment and try to remember all the thriller movies you have ever watched. Or if you can’t think of anything, then you can surely recall Mr. Robot (the TV series), in which Elliot is an ethical hacker.

All these scenes surely do generate a curiosity around Hacking, and is also one of the reasons why it is gaining popularity now a days.

We all surely know that hacking in real life is quite different than what we see on screen.

Let us try to understand what is Ethical Hacking and how is it different from Hacking.

 

 

What is Ethical Hacking?

Hacking is the process of finding loopholes in a system and using them to gain unauthorized access to perform malicious activities. Ethical hacking is finding these security issues and reporting them to the authorities so that they can be improved upon. 

While the means of hacking are illegal and punishable by law, these methods are used to shield against hackers that try to delete or steal data. Ethical hackers are people who hack with proper authority and with no malicious intent.

what is ethical hacking

Different types of Hackers 

Let us now take a look at different types of Hackers

  • Black Hats: They hack with malicious intentions, gain authorization and create disruptions in the operation of various systems. Black hats are also known as crackers. 
  • White Hats: Another name for an ethical hacker, who hack with the intention of finding vulnerabilities in various systems and want to improve them.
  • Grey Hats: A mix of black hat and white hat hackers, they hack for fun and/or with the intention of finding vulnerabilities and reporting them but without the permission of the authorities. The major goal of grey hats is to find these loopholes and get monetary benefits in exchange for reporting bugs. 
  • Suicide Hacker: these are the hackers that hack without the fear of facing any consequences. They operate with a clear motive and usually go after large corporations and infrastructure. 
  • Script Kiddies: Unskilled hackers who use tools, scripts, and programs built by real hackers to try and hack into a system. 
  • State-sponsored hackers: Hackers assigned by the government and who work for them to oversee the security of various systems. 
  • Hacktivist: Hackers that usually focus on hacking websites and promoting political, social, and religious messages. 

 

Types of Hackers

 

 

Different types of Hacking 

Depending upon the intentions of a hacker, these are the different types of hacking:

 

  • Website : Hacking websites and taking unauthorized control over web servers by using techniques like phishing, DNS spoofing, and so on.
  • E-mail : Gaining unauthorized access to an E-mail and use to send out spam links, third-party threats, gain information and data, and such malicious intents.
  • Confidential : This involves recovering secret passwords that are or were once stored in a computer system. This type of hacking is usually related to identity hacks.
  • Computer : Taking control over a computer system by stealing computer ID and passwords using various hacking methods.
  • Network : Using tools like Telnet, NS lookup, Ping, Tracert, Netstat, and so on to gather information about a network with the intent to harm and hamper its operations

 

Types of ethical hacking

 

Phases of Ethical Hacking

Ethical hacking or any kind of hacking has different phases. These aren’t rules which have to be followed mandatorily,  they are rather a set of standard guidelines that will help you navigate through the hacking process better. 

Hacking, generally, has five phases but ethical hacking requires an extra step to call it “ethical.” Here are the six phases of ethical hacking.

1. Reconnaissance : The first step is to gather data and information about the target system. This is so that we can easily gain control of the system. We can use tools like Nmap, Hping, Google dorks, Nessus, OpenVAS, and others to covertly discover and gather data of the target system. 

Reconnaissance tasks involve the following: 

  • Gather the initial data of the target system
  • Learning about the range of networks 
  • Recognizing all the active and/or connected machines 
  • Locating open ports and the access points 
  • Determine the operation of all the active machines 
  • Mapping all the network

There are two types of reconnaissance, active and passive

  • Active: refers to when the hacker works his coding magic by directly interacting with the system.
  • Passive: refers to collecting information without interacting with the system.  

2. Scanning : This is the phase where the hacker recons the entire system to find vulnerabilities and security loopholes. The hackers can exploit this data later on to their advantage. This phase includes using port scanners, net mappers, and other such tools. 

3. Gaining Access : The vulnerabilities found in the previous phase are used at this point to gain access and enter the target system without raising any suspicions. Metasploit is the most commonly used tool in this phase. 

4. Maintaining Access : In this phase the hacker uses measures like installing backdoors and payloads into the system to maintain access to the system. These measures also help the hacker return to the system more easily. 

5. Clearing Tracks : As the name suggests, this is the phase of clearing all signs of any malicious activities performed in the system. Despite it being an unethical process, ethical hackers still have to perform it to help understand how a cracker might do these activities. 

6. Reporting : This is the phase that differentiates an ethical hacker from others. In this phase, the hacker compiles a report of the vulnerabilities found (if any), tools used in each process, success rate, and the processes used to exploit the system.  

Phases of Ethical Hacking

 

How to become an Ethical Hacker?

According to CISO, ethical hackers make around INR 5.7 lakhs per annum on an average. The income depends upon the expertise and experience of the individual but hacking nonetheless is a lucrative field in India. 

Now let’s take a look at the steps to become an ethical hacker in India:

 

Step 1: Build a foundation

Even though there are no strict or fixed educational criteria to becoming an ethical hacker, having a bachelor’s in computer science or Information technology can help set a great foundation. Some companies will require a degree and some won’t. 

Every company has its own set of requirements when it comes to hiring a hacker, so be prepared accordingly.

If you want to explore the world of Ethical Hacking and build a strong foundation before diving deep in it, checkout MyCaptain‘s course in Ethical Hacking and get mentored by an Ethical Hacker.

Step 2: Dive into programming

More than your educational background, what you will need to become a successful hacker is a good command over the various computing languages. Therefore, learning programming languages like C++, Java, Python, SQL, PHP, and so on are critical to this field. You will also need to learn about operating systems like UNIX, Windows, LINUX, and IOS.  

These are the top 10 programming languages used for ethical hacking.

Step 3: Get certified 

After this, the next step in your hacking journey is to get CEH certified. Most companies require it and readily look for certified hackers. Even if you decide to open your own agency or firm or become a freelancer, being certified is a way to show your expertise. The EC council is the most trusted body to get this certification. You will need to pass four tests consisting of 125 questions. 

Read more about how to become a certified ethical hacker.

 

Ethical hacking courses

 

Step 4: Look for the right Job Title

You already have a basic idea of the different types of hackers that exist in this digital world. But most ethical hackers don’t have the same job title. Instead, most are called penetration tester. Penetration testing is the process of identifying vulnerabilities using various hacking techniques. 

Look for the different job titles and understand the various responsibilities associated with each to better help yourself find the desired job. 

Step 5: Keep on Improving and Learning 

This helps you to stay at the top of your game. Hacking is ever-changing and you will always encounter new techniques and tools being used. As a result, reading and staying updated about the hacking world is imminent for your success. 

 

In addition to all of this, you need to make yourself very knowledgeable about different aspects involved. Thus, you should constantly work on enhancing on learning the following things.

  • Knowledge of networking as well as security systems 
  • Knowledge of parameter manipulation, session hijacking, as well as cross-site scripting.
  • Technical expertise over things like routers, firewalls, as well as server systems
  • Being good at written and verbal communication 
  • Good troubleshooting skills
  • Ability to see system flaws, small and large. 

become a certified ethical hacker

 

Responsibilities of an Ethical Hacker

Every job title brings in its own set of responsibilities. Here’s a list of some of the most common ones: 

  • Meet with the clients to understand the current security system in place
  • Research the company’s system, network structure as well as possible penetration sites
  • Conduct various penetration tests on the system
  • Identify and record security flaws and breaches
  • Identify areas of high-level security
  • Review and rate the security network
  • Create suggestions for security upgrades
  • Compile penetration test reports for the client
  • Conduct penetration tests once new security features have been implemented
  • Suggest alternate upgrades

 

Explore the this tech world with young mentors. Sign up for the MyCaptain’s Ethical Hacking Workshop!

How to earn from Stock Markets ? – A glimpse of Soumavo’s journey!

Read the story of Soumavo Bhattarcharya, who learnt how to generate income through stock markets, after taking up the Finance & Stock Markets Workshop with MyCaptain!

Soumavo Bhattacharya

Right from the beginning of my B.Tech, I had been quite fond of trades and stock market. I had previously been into trading, and had always wanted to improve my skills in this field. The generation of income through stock markets is a different kind of high! The curiosity of it led me to searching for a platform to explore and improve my skills in the same. 

My Introduction To MyCaptain

I found out about MyCaptain last year, when I was in the third year of B.Tech. The information about MyCaptain reached to me through an on-ground campaign they were doing. And once I showed my interest in it, I was put in touch with Captain Zeeshan to understand more about it. 

I was curious about exploring the world of finance and stock markets, and after my discussion with Captain Zeeshan, I decided to sign up for the workshop.

 

My Experience With MyCaptain

When we start exploring a new field, we all need a helping hand to understand things. For me, that helping hand was Captain Aditya, who had such a positive impact on my life.

I had started learning about Finance and Stock Markets, but I was quite under-confident about taking the risks while investing in stocks. But Captain Aditya helped me come out of my comfort zone, and guided me through it.

At times, there were moments when Captain Aditya would push me forward to explore my skills. He wanted to make me realise the potential that he saw in me so I could make the most of it! Isn’t this what mentors are for? They’ve always got our back! 

The Milestones I’ve Achieved

I have come a long way in my journey. I have now co-founded my own Finance Company, Anoc Consultancy Pvt. Ltd. and have been able to provide training to people interested in Finance.

None of this would have been possible without MyCaptain and the way in which they craft the workshop experiences for the mentees. The content they provide is quite engaging and helpful and is designed in a way to help you understand everything from scratch. 

 

A few more words

Had it not been for MyCaptain and they space that they have created for students to explore their passions. I wouldn’t be where I am today. We always need a support system which is behind us while we are chasing our dreams. MyCaptain has been that support system for me.

 

Inspired by Soumavo’s Story? Sign up for MyCaptain Finance and Stock Markets Workshop.

Keerthana’s Story of Completing Projects For Virtual Labs, an MHRD Initiative of The Govt. Under IIIT Hyderabad.

“Web Development has always been a fascinating stream for me and to be able to learn about the same on a deeper level always seemed better and brighter.”

A student of Computer Engineering from IIIT Nagpur, Keerthana made her journey with MyCaptain Web Development Workshop.

 

Keerthana

 

I had always been interested in learning Web App Development. I wouldn’t deny that I have been in search of platform that would help me understand it better. The fascination brewed well into exploring the tech world on a deeper level, through the Web Development Workshop with MyCaptain.

 

My Introduction to MyCaptain

My friends knew I was looking for a platform that would help me enhance my skills. So I was over the top, when my friends recommended the MyCaptain workshops to me. They had previously taken up workshops with MyCaptain and had wonderful experiences.

This was right after my first year of Computer Science Engineering, and so I knew I could take up the workshop in my summer vacations.

I was clear on taking up the Web Development Workshop, as it had always fascinated me. Due to the lack of proper exposure in my college curriculum around the same, I decided to go ahead with MyCaptain’s Web Development Workshop

 

My Workshop Experience

One thing I was skeptic about was the kind of interactions that would happen, because the sessions would be online. But MyCaptain ensured that all the mentees had a beautiful experience with such interactive captains.

I was mentored by Captain Ishpreet, who gave us insights about every single concept. I personally believe, that to make the most of a learning session, inputs are needed from both ends, i.e. from the mentor as well a the mentee. And Captain Ishpreet ensured that he put in best of his efforts to help us learn and gain knowledge in the best way possible.

Alongside the workshop, I had also taken up an internship in Web Development. Because of which I had multiple doubts in it, and Captain Ishpreet helped me with that as well.

 

My Journey So far!

After the workshop, I got an opportunity to work on three different projects during my internship under MHRD Government of India, at IIT Hyderabad. All these projects revolved around software development and each of them made me learn something new.

Two of these projects were based Digital Logic and Design Lab, while the third project was based on Neural Lab. I received positive response on these projects, and that boosted my confidence even more.

Captain Ishpreet had explained us all the applications of various concepts, which made it easier for me to execute my projects. Having a base knowledge of things, can really help you go a long way.

 

A Little Something For MyCaptain!

MyCaptain is doing brilliant work by providing a platform for everyone to explore their passions. I will forever be grateful for their efforts and the support they provide to the mentees during and after the workshop.

 

Want to explore the world of web development for yourself, then sign up for the MyCaptain Web Development Workshop.

From exploring his passion to landing an opportunity to intern with the CM – Know how Shidharth did it.

Read this story of B.com Hons student, from Delhi University – Shidharth Ganguly, who believed in following his childhood passion – photography. Find out how he ended up working with the CM of Delhi, as part of his photography internship, after taking up the Photography Workshop with MyCaptain.

Shidharth Ganguly

 

My Introduction to MyCaptain

As someone who has always wanted to pursue photography, I was constantly searching for resources online. Luckily, I came across MyCaptain and discovered that it was a platform that helped everyone pursue their passions. And just to my luck, they had a  Photography Workshop.

One of the most helpful things was that the entire workshop outline was provided on their website, which helped me understand what all topics would be covered in the 30 day workshop.

 

My Workshop Experience

My mentor for the workshop was Captain Dhawal. He is one of the best mentors one could get, as he ensured that he cleared the doubts of all the mentees. From teaching us the very basic concepts to helping us understand all the practical applications, he left no stone unturned.

The live sessions with Captain Dhawal have helped me a lot. He was always readily available to help us out whenever we needed. MyCaptain provided the perfect combination of engaging content along with a mentor to guide you through it all. This helped me build up my confidence and to take the next step towards my passion.

 

My Journey after the Workshop

After the workshop I was looking for internships to further enhance my skills and put all my knowledge to practice. Luckily, I landed a photography internship with Aam Admi Party and got an opportunity to work with the CM for 2 months.

This was a completely new experience for me and I got a chance to learn how things actually work. I distinctly remember that during my interview for the internship, I had told them that I had done a workshop with MyCaptain and to my surprise they had heard about them.

Without MyCaptain, I wouldn’t have the gained the knowledge and confidence to pursue my passion.

A Few More Words

This goes out for all the young people out there, who are looking for a helping hand – MyCaptain is hands down the right platform for you! If you’re looking forward to walking on the right path to your passion, you will always find the correct guidance with MyCaptain

And, once you make up your mind to go for it – make sure you put in all the efforts required. There are no excuses when it comes to following one’s passion.

 

 

Inspired by Shidharth’s Journey and want to explore your passion, then check out MyCaptain

Or if you want to learn all this photography, then join our Photography Workshop.

How to build Plot and Character for your Novel

Without a doubt we can say that some of the best stories that you remember are because of their mind-blowing plots. If you haven’t read “Fightclub” by Chuck Palahniuk yet, get ready to get your mind blown away. 

Another thing that makes the stories so great is the strong characters who set the entire theme for the story and leave a long lasting impression on the readers.

“Why So Serious?!”

Does this dialogue ring any bells, or do you remember the character of Amy Dunne from the novel “Gone Girl” by Gillian Flinn. ?

 

If you take a closer look at the best sellers, you will see that they have aced the two key elements :

  • Having a plot which didn’t let readers keep the book down.
  • Characters that readers were able to resonate with

 

Understanding how to write amazing plots and building strong characters is a very valuable skill to have as a writer. 

Let us take a quick look at the various elements of a Novel.

 

Elements of a Novel 

Almost every story, great or not so great, follows a basic three-act structure,

 

  • First Act : The setup that leads to the life-changing event in a character’s life. 
  • Second Act: The middle where the protagonist follows the journey in the new world.
  • Third Act: The final part of the story that presents the final confrontation of the novel. 

 

 

There is no right or wrong way to write your novel. But if you wish to have your readers hooked to your story, then you these six elements are going to help you out. 

  1. Plot : It can be described as what happens in the novel. What conclusion is being reached and how it was resolved by the characters.
  2. Characters : They are the beings that populate the novel. A novel typically has one or more main characters and many supporting characters that contribute towards the story
  3. Theme It can be considered as the message or the emotion that the story wants to convey. The reason behind telling the story and the moral that it brings forth.
  4. Setting : This defines where the story takes place. Which time period is the story from? What kind of traditions are accepted in that world and what is the history of this world? These questions need to be answered while deciding the setting for your novel.
  5. Conflict : If there are no conflicts emerging in the story and all the characters are having a good day, the story won’t be interesting enough. Conflicts can be emerged by increasing the tension between characters or creating differences.
  6. Point of view : The narration of the story is referred to as the point of view. This can include first-person (I, me, my, we), third-person limited (one perspective, he, she, them, names) and third-person omniscient (same as limited, but with an all-knowing narrator).

Let us understand the two most important elements a little better. 

 

Elements of Novel

 

What is a Plot?

The plot is the sequence of events arranged to make up the story. It is how the reader learns more about the characters, the setting, the theme, and the other elements of the story. 

Plots in a story can either give it life or whisper death to it. It acts as a key factor in compelling your readers and keeping them hooked to your novel. 

Any good story answers two main questions:

  • What happens?
  • What does it mean?

The plot of a story defines what is going to happen, whereas the theme of the story defines what it means.

 

Elements of a plot

To build a compelling plot, let’s start by understanding the different parts of a plot. 

 

  • Exposition : It is the beginning of the story and this is what sets up the mood for the upcoming events. Exposition is where the main characters of a story are introduced and major conflicts are revealed.
  • Rising action : This is when the main problem or conflict is addressed by the protagonist. While the rising action always leads up to the climax of the story, the protagonist ends up encountering a crisis that creates more tension. 
  • Turning point : Also known as the climax of the story, a turning point is when the main character/s decide to deal with the events occurred previously.
  • Falling action : This comes immediately after the climax and showcases the aftermath of the turning point events. Depending upon the consequences being good or bad, falling action sets up the stage for the ending of the story or novel.
  • Resolution : This is where the story ends. The ending can be happy or sad, it can leave the readers satisfied or make them ask questions. Goal of the resolution is to narrate what happens after the conflict has been resolved. 

 

 

 

Tips to Build a Great Plot

Great plots are built around the logic of a simple cause and effect factor. If something happens in your story, there will be consequences which follow.  For example: if person A kills person B, person C is going to seek revenge and come after person A.

Here are five tips that can help you build a great plot:

    1. Generate curiosity and make readers ask questions : Add events into your story and make the characters take actions that leave your readers curious. Why did the protagonist say that? Why was that man scared? 
    2. Relate different events : Instead of adding every new idea into your story, curate it with conflicts and events that relate to each other.
    3. Obey the fictional logic and rules : If you decide to put your characters into a fictional world, set rules and logic for that world and ensure that your plot follows that logic.
    4. Think outside the box : Create surprises for your reader. Think outside the cliche surprises and throw your reader completely off with an unexpected twist. 
    5. Give readers a reason to stick around : Instead of writing plain and simple events, create conflicts, make your characters go on exhilarating adventures, maybe even add some hidden love interests amongst the main characters. 

 

Now that you have a clearer idea about building plots, let us take a look at Character Development.

 

Importance of Character Development

Typically a story has many supporting characters and 1-2 main characters. Characters are an important element in any story as they make the story whole. Some novels are intriguing because of their characters even though the plot might not be so great. 

Character development can be defined as the process of creating personas and narrating the changes they go through as the story moves ahead. The emphasis isn’t on just letting the readers know about the character of a story, rather it is to allow the readers to know how the character is growing through out the story.

And thus, developing these characters also plays an important role in the development of the story. A character may show qualities like courage, honesty, love, and justice but seeing how these qualities change overtime is compelling, to say the least.

Types of Character to include in Your Novel

Before you dive into building strong characters, you need to understand the different types of characters that you can include in your novel. 

Protagonist : The hero of the story, around whom the story revolves. In most first-person novels, they are also the narrator of the story. Majority of stories have only one protagonist but you can have more than one as well. 

Deuteragonist : Also known as the second-in-command character. They are the closest to the hero and can be called as the sidekicks in the story. This person is very important, especially for the protagonist. 

Antagonist : Mainly known as the villain, Antagonist is someone who causes all the drama in the hero’s life. Typically antagonists face the harshness of the world and are ready to take dramatic actions to change the world. 

Love Interest : It’s the person that your protagonist will fall in love with, even if it’s only temporary.

Mentor : The character who guides the protagonists through their journey and teaches him/her about the world and new techniques. However, most mentors die at some point in the story.

Narrator : A narrator is someone who tells the story. It can be the hero, the sidekick, or even you narrating it in third-person.

Secondary Character : Secondary characters join the protagonist in his/her journey mid-way. They are a huge part of the story but the story clearly never revolves around them.

Tertiary Character : These are the characters that play an important role in the progress of the journey but are the lesser-known ones. The Professors in Harry Potter are an amazing example of tertiary characters. They teach harry important things but are never the center of the story. 

Flat Character : These characters usually appear for one scene and are never seen again throughout the story. They are introduced to complete a small event or hand something important to one of the main characters that contributes to the development of the story. 

types of characters to include in your novel

 

Steps to Build Strong Characters

Here are a few steps you can follow to build strong characters:

 

  • Step 1: Identify your characters and define their roles in the story. You need to know who your main characters are and which ones will be playing the supporting roles. This is where understanding the different types of characters in a novel comes into play.
  • Step 2: Know your characters inside out and get inside their head. Asking character development questions, understanding their motive, and defining their backbone can be very helpful in understanding your characters better. Remember that your characters and their motives might change just like real people. 
  • Step 3: Research about your character. Look for similar characters, it will help you build a set of more realistic and relatable characters. If your character is a therapist then research about that profession and try to understand the life of a therapist. 
  • Step 4: Write strong dialogues that resonate with the personas of the characters that you’ve built. To do this again you have to get in the shoes of your characters and come up with the correct dialogues. The key is to show the basic qualities and emotions of your characters with each dialogue. Consistency with dialogues will help your characters win the reader over. 
  • Step 5: While writing a novel, always emphasise on showing rather than telling. Instead of telling that your character is honest or loyal towards a certain character, put your characters into situations that shows these key qualities. Showing over telling is the most common writing rule but is also the most important one. 

Want to explore the world of writing under the guidance of published authors? Then sign up for the MyCaptain Novel Writing Workshop.

 

Brand Management : Everything you need to Know

What is brand management? Before we get into it, let us take a look at this video :

 

From the above video, it is pretty evident that branding and brand management is important for any business. 

A brand is what attracts a lot of consumers. Having an incredible brand image can help you take it from cold calling potential leads to customers buying from your website on their own. 

Let us start by taking a look at what exactly brand management is.

 

What is Brand Management 

While branding is the process of building and improving a brand’s reputation to increase its awareness, equity, and customer loyalty, brand management involves monitoring and managing the process. 

In other words, brand management is the development of brand perception in the market. 

Brand management is a crucial element of marketing. As a result, any effective brand management strategy consists of three steps:

  • Analysing the current perception of the brand in the market.
  • Setting Goals towards how you want the brand to be perceived.
  • Defining the milestones which will help achieve the final goal.

 

Brand Management Principles

 

Brand Management Principles

Irrespective of how much money is spent on branding, having an effective brand management strategy is equally important.

Here are five basic brand management principles to help you build an effective strategy.

  1. Define the brand : What kind of brand image do you want to build in front of the audience? You need to start by defining the brand’s authenticity, mission and vision, position in the market and value.
  2. Identify the USPs : Unique Selling Propositions (USPs) are what distinguish your brand from the competitors. To understand your USPs, do a direct comparison of your products with the ones which are already present in the market. This will also give you an idea of how your product will fit in the market. You can start by asking questions – Is your product more durable? Is it more economical? What kind of value your product brings to your customers?
  3. Stay Consistent : While the product and services would constantly evolve, the core brand values need to stay intact. Stay consistent with your digital assets, which includes images, colour palettes, type faces, illustration style etc. This will help you build your brand identity in the market while also increasing your credibility.
  4. Measure Effectiveness : You need to constantly measure the how effective your strategies are, to ensure that you are on the right path to meet your goal. One of the ways to measure this, is by measuring the Return on Investment from your various strategies.
  5. Build an emotional connect : To be able to sell a product to a customer, you will have ensure that you are able to build an emotional connect with them. One brilliant example of this, would be the “Ghar ka Khana” ad by Fortune Foods.

 

 

Importance of Brand Management

Brands aren’t built by just marketing a good product. You need to constantly iterate the customer journey and identify how you can make the experience better. Effective brand management can help you provide an unmatched brand experience to your customers. This will in turn increase the brand value in the market.

If you think that brand management is only for your customers, then you are wrong. As much as it helps you build your brand identity it plays a crucial role in building your team morale. The members within your organisation would start believing in the vision of the company and work towards a common goal.

 

Introduction to Advertising and Marketing

 

What do Brand Managers do?

Brand managers are responsible for overlooking the development and implementation of brand marketing strategies. They manage business functions like branding, communication channels, product development, online and offline promotions, and market research.

Some of the core responsibilities include:

  • Conducting consumer and market research 
  • Identifying the current brand perception in the market
  • Designing a research-based brand strategy
  • Developing and executing marketing campaigns
  • Communicating the brand personality internally and align the company around foundational ideas
  • Anticipating consumer trends and keep brand up to date

According to Payscale, the average salary of a brand manager in India is INR 10 lakhs per annum. 

 

Tips for beginners in Brand Management

Brand management is a massive field with a lot of competition. The following are a few tips that can help you get started.

Have great communication skills : You need to build on your communication skills, so that you are able to effectively communicate your message. This will not just help you build the necessary connections in the industry but also help you when you are making branding strategies to help communicate the brand message. 

Understand the core values : Before you go ahead to build a brand management strategy, it is important to understand what the company stands for. Once you are familiar with the vision and mission, you can build the strategies keep them in mind.

Understand the customers : As important as it is to understand the company, it is equally important to understand the customers. You need to understand what they resonate with the most and identify how the product/service would add benefit to them. This will also help you understand the market position of the product.

Analyse the competitors : A competitor analysis will always help you understand what strategies they are using, and what is working for them and what isn’t. You also need to see how consumers react to their brand. Another advantage of this process is that it will help you understand what kind of marketing campaigns work well with your target audience.

Always keep on reading : Being in the creative industry involves having to come up with fresh ideas constantly. And you will also have to ensure that you are able to execute these ideas in a manner that your customers are able to resonate it with the brand. Keep up with the trends and keep on reading up about what is going on in the industry. 

 

Tips for Beginners in Brand Management

 

Curious about the world of branding ? Explore it with MyCaptain Advertising and Marketing Workshop!

Become a Brand Manager

The Love For Words and Stories Have Taken Her A Long Way – Read a Bit From Ritika’s World of Words!

Are you someone who dwells whole-heartedly in words? If yes, then we’ve got a story to share with you! 

Read through the story of a 2nd year B.com student, Ritika Mehra, who expresses her love for words and poems in a personal blog run by her. Read ahead to know how she was able to achieve her dream of dwelling in words after taking up the Journalism Workshop with MyCaptain

Ritika Mehra

I have always been keen on weaving words together to create stories and poems. Observing things around me and describing them in way that everyone would want to read about it, is something I have always wanted to do. Storytelling is an art on its own and it takes a lot of tries to get it right.

 

Introduction To MyCaptain

Scrolling through Instagram led me to one of the best decisions of my life, as I came across MyCaptain ad. One thing led to another and the next thing I knew, I was already researching about the wide number of workshops offered by MyCaptain. 

For someone like me, coming across MyCaptain was a big help. Having a platform which gives you an opportunity to explore your passion, is something that we all need in this confused age. 

After scrolling through the platform for a while and checking out everything they had to offer, I decided to sign up for Journalism Workshop. The details and description given on the website, made it easier for me know what to expect out of this workshop.

Being a B.Com Student, who wanted to pursue Mass Communication, MyCaptain came in as a blessing in disguise and gave me the push needed to pursue my passion.

 

My Workshop Experience

I was mentored by Captain Shantam, and he ensured that we understood the fundamentals of Journalism. We used to have live interactive sessions with him and he cleared the queries of all mentees patiently. The content provided to us during the workshop was highly engaging.

Captain Shantam used to go out of his way to help us out. I distinctly remember that I once needed help with debate sessions and Captain Shantam helped me with that as well. Without his guidance, I wouldn’t have been able to come so far in my journey.

 

 

My Journey Ahead

After the workshop I was filled with confidence and I decided to keep on grabbing the opportunities that came my way. Soon, i started interning as a Content Writer and it is true, you learn more about the field when you are working than just reading about it. So far I have interned at Swacchcoin for a month, followed by which I interned at The Concept India and presently I am working as a writer with The Bachpan News.

I love weaving stories, and eventually my story also got published in the anthology, Love is Magic. These have to be some of my biggest achievement so far and I can’t wait to see what life has in store for me.

I personally believe that no matter what your passion is, you always need the push in the right direction to achieve your dreams. And MyCaptain provided me that nudge.

 

Want to explore the world of news for yourself? Sign up for MyCaptain Journalism Workshop !

Advertising & Marketing 101: Your Introduction Guide

Do billboard advertisements catch your attention when you are travelling? Or when you are using YouTube, and the ads start playing. There are certain ads, for which we don’t press the Skip Ad button. Have you ever wondered why it happens this way? Are you curious to know how people even come up with these ideas ? 

Here is your introduction guide to Advertising & Marketing.

 

What is Advertising?

The process of making a product/service known to the audience is called Advertising. It usually involves curation of advertising campaigns across various channels which can be both online and offline. It is timely and is used a strategic manner to attain a specific goal.

 

 

What is Marketing?

The process of designing, curation, research and analysing data to understand how to define the product to the target audience. Marketing helps to define and communicate the features of the product/service to the target audience. This allows more people to know about the benefits of the product/service.

 

 

Are Advertising and Marketing the same?

While it may seem that Advertising and Marketing are synonyms of each other, but that is not the reality. They do share the same objective and have certain similarities but they are different from each other.

If you were to consider Marketing as an apple pie, then its components such as PR, Sales & Distribution are various apple pie slices. Amongst these slices, one of the most important slices is Advertising. All these components work well, both independently as well as interdependently. At the end of the day, they all work to support a common marketing goal.

Another thing to note is that creating a marketing plan is typically more time-intensive than creating an advertising campaign. Marketing involves domains like market research and analysis, positioning, market segmentation etc, thus it also needs more strategising than an advertising.

In a nutshell, you can say that advertising supports marketing by helping create a buzz among the target audience about a product or service.

 

How do you Market?

Marketing includes research and analysis wherein you study the audience and understand their responses to different languages and designs used to influence them. You will always observe that certain group of consumers respond better to illustrations and words, while other respond to some other form of media.

The end goal of marketing is to communicate the message of the product/service to the audience. You can break down a marketing strategy into 4 P’s : Product, Placement, Price and Promotion.

A marketing campaign effectively communicates who can use the product, where it can be used and any other important information. It also sets the tone and personality of the product amongst the users.

 

 

How do you Advertise?

Advertising helps a lot to spread the word about a product or service. This is done by curating a campaign which uses multiple channels to create the buzz for the product/service. The campaign aligns the wants and needs of the target audience with the features of the product/services to highlight why it is a must have.

Let’s take an example to understand this better. Suppose you have Shoe Company and you sell all sorts of shoes. You want to create a campaign for the youth to promote your latest pair of sneakers. You will use platforms like Instagram, Facebook and Twitter to reach out to them. On the other hand, you may have another pair of comfortable shoes which are suitable for elders. So, in this scenario you will use channels like the radio, television ads and print ads to reach out to them.

You need to keep your target audience in mind, so you can target the channels they are the most active on. Most campaigns use a combination of multiple channels to reach out to the maximum number of people within the target audience.

 

 

Careers in Marketing

  1. Content Strategist : As a content strategist you will plan, write and edit various platforms. You will be responsible for ensuring that the brand voice is maintained and all content pieces resonate with the vision and mission for the brand. You will have to create content which the target audience finds relatable and able to draw out some value from it.
  2. Digital Marketer : You will be in charge of planning and managing online marketing campaigns to promote various products/services. Additionally, you will also be responsible for enhancing brand awareness in the digital space and driving traffic to the company website.
  3. Social Media Marketer : You will be responsible for managing all the social media channels and social media marketing campaigns for the company. Additionally, you will be responsible for curating social media content on a regular basis. One of the main goals as a social media marketer would be to create brand awareness while also generating leads or sales. As a social media marketer you will also be tracking social media trends and engaging with the potential customers online.
  4. SEO Specialist : A SEO Specialist is responsible for increasing the search engine ranking of various websites. You will target the most relevant keywords through your SEO Strategies and optimise the online content accordingly. From optimising the web page content to the titles, header tags, meta tags and alt tags, they are all done by a SEO specialist.
  5. Marketing Consultant : You can work as a marketing consultant with brands/organisation wherein you first start with conducting a research to understand the industry trends and available opportunities. You will need to provide consultant on brand positions, communication and everything related to marketing. Additionally, you will also suggest what are the most effective methods and tools to use.

 

Careers in Marketing

 

How to get into Marketing?

Marketing as such, doesn’t require any specific degree but instead it is about the skills you have. But there are two ways to go about this.

The academic way : You can pursue BBA with specialisation in Marketing. However, if you have bachelors in some other field, then you can opt for an MBA in Marketing. While pursuing your degrees, you can take up internships to start gaining industry experience and building your contacts. After pursuing your degree, you can start applying for marketing jobs.

The other way : You can enter the marketing team of an organisation at an entry level position. It can be as a writer or a content associate, as a bd associate, as a graphic designer or even an intern to get an understanding of how things work.

You will see that the marketing team is very dynamic in nature and has multiple job roles available. You can learn and keep on developing your skills constantly.

 

Want to explore the world of advertising and marketing? Then sign up for the MyCaptain Advertising & Marketing Workshop. 

Go-karting his way towards his passion — Know how Captain Abdul does it !

Would you believe it, if we told you that our Race Car Tech Captain found out his passion at the age of 12, while watching television? You probably won’t. Read ahead, to know about Captain Abdul’s journey.

Captain Abdul

Discovering My Passion

I still remember that afternoon, when I was sitting in front of the tv in my house, and I couldn’t get my eyes off from the cars racing past each other. From there onwards I was hooked and used to constantly watch channels about cars and motorsports.

A couple of years down the line I got my first phone. When I was able to access the internet, I searched more around this I found out about Formula 1 and it caught my interest. Soon I had started documentaries like Mega Factories and Shell Eco-Marathon so I could learn more about the cars and how they functioned.

When I found out in college about the event where engineering students had to design and race fuel efficient cars, I was stoked. This gave me the reassurance that I could pursue my passion.

My Journey

I enrolled in JNTU Hyderabad for pursue Automobile Engineering. Along with this, I joined the SAE (Society of Automobile Engineering) Club, which conducted various design and engineering events for students. This kept me on track with exploring my passion and understanding hands on how to design and build cars.

At this stage I had started building concept vehicles and taking them races. One of the biggest milestones was when my team was selected for the Shell Eco Marathon. A lot has happened since then. I co-founded Carjoz, which a door to door car maintenance service. We are a group of automobile engineers to make car maintenance a transparent, affordable and convenient for car owners.

Along with this, I am also a technical judge for various motorsports across the country like go-kart racing, bike racing etc. At the same time, I am also the official promoter of FIA Formula E in India, which is an all-electric car racing series promoting sustainable motorsports.

Becoming A Captain

I became a mentor for Race Car Tech with MyCaptain where I am constantly sharing my knowledge. My personal belief that practical knowledge is quite important to properly understand how things really work. I have mentored a lot of students in this field, and some of them have even interned with me to hands on practical experience of how things work.

Want to explore the world of automobile with Captain Abdul, then sign up for the MyCaptain Race Car Tech Workshop.

From Mere Coding To Creating Ten Apps! — Know How Captain Abhiprae Did It.

Not a lot of us can say that we decided our careers a decade before we absolutely had to, but Captain Abhiprae, however, knew his future lay in the world of coding from the very day that he was introduced to Java in his 8th std. Read on to know more about our Android App Development Captain !

Captain Abhiprae

Pursuing My Passion

I truly believe that the one thing which helped shape and pursue my dreams is the experience that I had during my college years. It was when I landed my first internship that I got introduced to Android App Development. It was then I found out that Java language can be used to develop apps.

I have been working on creating my apps ever since. I have developed and launched over 10 apps, which are already being used by various clients. It is an amazing feeling to see others use something that you have developed from scratch and put so much thought into it.

I ensured that all my apps were different and had their own set of unique features. This allowed to me to learn so much more during the entire development process. Even when certain errors occurred, I looked at it as an opportunity to learn something new.

 

Becoming A Captain

It was actually, through one of my juniors in SRM University that I found out about MyCaptain. He even suggested that I should become a mentor on this platform. In February 2018, I became the Captain for Android App Development Workshop.

My first batch of mentees were wonderful and I can never forget them and the conversations I shared with them. MyCaptain acted as a platform for me as well, to keep Android App Development close to me. Along this journey of mentoring students, even I have learnt a lot of things.

The Way Ahead

I am looking forward to mentor as many mentees as I possibly can with MyCaptain. Other than that, I am presently working as a Firmware Specialist in HP, and also pursue a masters degree in the future.

Do you also wish to explore the amazing world of Android App Development with Captain Abhiprae, then sign up here!

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