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PG Certification in
Digital Marketing & Communication
Certified by
Contents
2. Program Outline
4. Industry Projects
6. Learning Experience
7. Program Content
8. Industry Partners
11. Certification
“I can guarantee that the MICA and UpGrad
partnership will bring all the traditional
techniques and tools in marketing and
combine them with cutting edge learning that
will make you the most successful leader not
just in a marketing role but in the world of
business management. In an inter-connected
global world you will emerge as a responsible
responsive smart leader.”
– Ronnie Screwvala
Founder, UpGrad
Why Digital Marketing
& Communication?
Digital
Marketing & 1.5 A recent study conducted by the Direct Marketing Association,
approximated the Digital Marketing Industry to be worth US$62
lakh
billion in 2017 with growth rates significantly outperforming any
Communication other Ad type. This fast growing industry gives significant
opportunities for dynamic individuals to create careers that
Industry Jobs in the would not have been possible 10 years ago.
to be worth US$ Digital According to LinkedIn, Digital Marketing & Communication falls
into the top 5 of most required skills for hiring in today’s world.
62 BN Marketing & There are approximately 1.5 lakh jobs in the Digital Marketing &
Communication arena in India across IT/ BPO, Agencies as well
in 2017
Communication as other FMCG companies in 2017. This rise is leading to a high
demand for professionals skilled in Digital Marketing. It is an
Arena in India ever-changing, yet promising career path, with excellent
long-term prospects. In a digital world like ours, there is no way
around understanding the essence of marketing & the right
communication in a digital age.
Why
MICA
THE SCHOOL OF IDEAS
Digital Experience
Marketers Case Studies & Projects
Move beyond just Social Media, PPC or SEO. Solve Case Studies from Star Sports,
Learn to strategize & execute cross-channel Thomas Cook, Grofers & more. Solve
campaigns and understand branding and industry projects on Google Adwords,
communication in a digital world. Remarketing, Website Designs & more.
The need for new leads is never satisfied. When Thomas Cook found
out that “honeymoon packages” is a highly searched keywords, they
made this opportunity their goal. Learn how they used crowd
sourcing and backlinking to achieve the number one rank in organic
search of “honeymoon packages” and generated 8% of unique
visitors with a bounce rate of just 22%.
Fundamentals of
Unconscious drivers
of consumption
Marketing
This module will build your basics in marketing. You
will learn the concepts and tools necessary for any Outcome
marketer to run any successful campaign or create
powerful brands and strategies. You will gain a detailed understanding of the 4Ps framework for different
types of businesses and how to analyse the competitive environment of any
We will also teach you how marketing has changes its company. You will acquire a deep understanding of the ABC of Marketing
facettes over the years and how new technologies are and Branding. You will also be able to understand advantages of Digital
used to create a superior marketing experience both for Marketing Channels over Traditional Marketing Channels and also analyse
brands as well as consumers. where traditional marketing is relevant.
Topics Covered
Course 1:
Marketing Evolution of communities
Types: Action, Local, Professional,
Principles of content creation in the
modern world
Fundamentals
Interest based communities Content creation strategies
Aspirations of communities Evolution of Communication
Creating a community New approach towards communication:
Leveraging a community Messaging vs residue, authenticity,
Module 2
Relevance, Open and helpful
Evolution of content
Style of communication in digital
Module 3
Digital Marketing
Channels and Metrics
This module will introduce you to a fundamental Outcome
concept in marketing known as the Purchase Funnel.
Using this, you will learn how to select digital channels & You will be able to translate business goals into marketing goals
relevant metrices along the Purchase funnel to influence using metrics like customer acquisition costs and lifetime value of a
your consumers in the right manner at each stage. consumer. You will be able to identify the right consumer funnel for
various business sectors and identify right channels and
metrics to track success.
Topics Covered
Course 2:
Digital Channels • Types of websites
• UI/UX
Module 4
Designing and Building
a Website Outcome
This module will help you understand the digital You will be able to build the digital footprints of brand properties using
counterparts of the brand properties and the best best practices for website design and user experience creation. You will
practices for website design and user experience learn the key principles of enhancing the user experience to get higher
creation in various industries. conversions including visual design, interaction design, wireframing and
information architecture: all from a marketer's perspective. To connect the
dots, you will then understand how you, as a marketer, can collaborate
with the designing and tech team to give out the best app or website for
your users.
Topics Covered
Course 2:
Digital Channels • Organic content on Social
Media channels
• Social media aggregation tools
• Measuring social media
Module 5
Social Media Marketing
& Optimization
This module will teach you how to leverage social
media using organic and paid methods to achieve
Outcome
your marketing goals. You will be able to plan content based on social media platforms
and also community building and user base growth hacking across
channels. You will also be able to measure performance of social
media campaigns using metrics and translating to actual business
growth in terms of brand lift & customer acquisition.
Topics Covered
Course 2:
Digital Channels • Google’s search algorithm
• Keywords Selection
• Off-page SEO strategy
• Black-Hat SEO
Module 6
Search Marketing
Search Engine Optimization (SEO)
95% of search result clicks happen on the first page
of Google results. This module covers the steps you Outcome
need to take for your website to appear on top of
Here you will get an overview of what Google & other search
search engine results when users search for terms
engines identify as a SEO optimized page, learn how to implement
relevant to your business.
On and Off page SEO strategies. On completion you will be able to
identify keywords relevant to your business and use them in
website content for better ranking and measure SEO impact using
tools like Google Analytics and Webmaster Search Console.
Topics Covered
Course 3:
Digital Channels • PPC basics
• Google Adwords
• Targeting using Adwords
• Negative keywords
Module 7
• Structuring a campaign in • Google Shopping Ads
Adwords • Gmail Sponsored Promotions
Search Marketing
Search Engine Marketing (SEM)
This module will teach you how to create search ads for
the right keywords. You will also learn how to structure Outcome
your campaigns and measure their performance which
This module will help you understand different types of ads
will help you reach the best results.
facilitated by Google and the different online properties which can be used
to place such ads. You will be able to understand Google's methodology for
evaluating ranking of ads and set up a search network campaign. You will
also be able to create and execute strategies for Google Shopping
campaigns and Gmail sponsored promotion campaigns targeted to
Gmail users based on keywords in their emails.
Course 3: Topics Covered
Module 8
Display and Affiliate
Marketing
In this module, you will learn how to create ads that can
appear on websites and apps across the internet.
Display ads on an average get 4 times as many views as Outcome
search ads. Understand display advertising, types of display
ads and the roles of major ecospace elements such as You will be able to set up a display campaign in Google Adwords and
advertisers and publishers. In this module, you will get an use the performance data to optimize it. You would also understand
overview of real-time bidding and how to access ad types of display ads and major ecospace elements like, advertiser and
publisher. You will get an overview of real-time bidding with examples.
exchanges using an ad network.
Also how to access ad exchanges using an ad network.
Topics Covered
Digital Channels
• Buyer personas • Content marketing metrics
• Keyword-based topic selection • Lead hooks
of content • Ebooks
Module 9
Content Marketing
This module covers multiple methods you can use Outcome
content across multiple digital channels like websites, social
You will be able to plan and decipher what kind of content will help
and SEO to increase traffic.
you improve the discoverability of your product. Also, you will
know how to appropriately distribute content in the form of
e-books, whitepapers and webinars to generate leads.
Topics Covered
Course 3:
Digital Channels •
•
Parts of an email
Types of marketing emails
• Drip Emails
• Email automation
Module 10.1
User Nurturing
Email Marketing & Nurturing
Email is one of the most effective channels of paid Outcome
marketing since it is high targeted and you communicate
directly with the user. This module covers email from a You will be able to write compelling marketing emails, build and
marketer’s perspective. You will learn how to write emails segment lists of email IDs. You will also be able to use the right
that help convert leads to customers or customers to tools to automate the email sending process and very importantly,
repeat customers. measure the effectiveness of your email campaigns.
Topics Covered
Course 3:
Digital Channels •
•
Definition of remarketing
Cookie-based tracking
•
•
Dynamic remarketing
Setting up lists in AdWords
Module 10.2
User Nurturing
Remarketing
95% of a website's visitors do not carry out any Outcome
transactions on their first visit. This module teaches you
how to set up and use remarketing within your digital cam- You will be able to create relevant ads for your website visitors
paigns to increase the chances of converting according to their actions and measure the conversions through
visitors on your website to customers. remarketing and evaluate means to improve your strategy.
Topics Covered
Course 3:
Digital Channels • Lead Fit-Indicators
• Lead Interest Score-Indicators
• Leads nurturing
• Lead conversion rates
Module 10.3
visits
User Nurturing
Lead Management
For a campaign to successfully connect marketing Outcome
efforts to sales efforts is imperative. In this module you will
learn how to score leads based on actions, how to imple- You will be able to nurture a contact into a prospect using multiple
ment different techniques for lead activity measurement techniques and channels and how to bridge the gap between the
and how to respond to lead activities to convert leads to digital marketing and the sales team, thus, streamlining the
customers. conversion process.
Topics Covered
Course 4:
Marketing Analytics •
•
Google Analytics
Integrating Google properties
•
•
Source attribution
UTM URL building
Module 11
Web, Mobile & App Analytics
Unlike in traditional marketing, performance of every
campaign can be measured to a much greater degree in
digital marketing using analytics. In this module you will Outcome
learn how to measure and analyse performance metrics
across digital channels such as SEO, SEM, Social Media, You will be able to understand your website visitors, sources of
Display etc. on web, mobile and app. website traffic and also measure the performance of campaigns at
an organization level by using metrics such as CTR, Cost per
conversion and organic data.
Topics Covered
Marketing Analytics •
•
Intersection of Product, Tech and Marketing
Acquisition Growth Hacking
Module 12
Growth Hacking
In this module, you will learn a relatively new concept in
marketing known as growth hacking. You will use data Outcome
from past marketing efforts to identify opportunities that
can create consistent growth with You will understand what growth hacking is and how it can help
boost marketing results across the funnel, from acquisition to
minimal efforts and resources.
retention. Also, you will be able to analyse existing product and
user data to draw one relevant metric to evaluate and apply
different hacks across digital channels and marketing funnels.
Topics Covered
Course 4:
Marketing Analytics
• Building an integrated digital marketing plan
• Situation Analysis
• Mapping the marketing plan by the user journey
Module 13
Defining a Robust Digital
Marketing Strategy
Unlike in traditional marketing, performance of every Outcome
campaign can be measured to a much greater degree in
digital marketing using analytics. In this module you will You will be able to evaluate the performance of digital channels in ac-
learn how to measure and analyse performance metrics cordance to marketing goals and apply your accumulated knowledge
across digital channels such as SEO, SEM, Social Media, to create comprehensive marketing plans, based on spends strategy
Display etc. on web, mobile and app. for each channel and funnel stage contribution.
Additional
Topics
Mobile Marketing
Across the program you will be training in various
aspects of mobile marketing and cross device
marketing. The different elements where we’ll be
covering mobile are:
Facebook Marketing on Mobile
Using SEM for Mobile Ads
App Store Optimization on Mobile
Mobile Analytics
Industry
Partners We generate original, state-of-the-art
content with our industry partners who deliver recorded
lectures on cutting-edge topics, sponsor projects with
real data sets, and mentor students along the way.
Jaideep Prabhu is a professor of marketing Sakhee heads Facebook's Digital Apurva Chamaria is a Vice President and
at Cambridge University. Marketing across Asia Pacific region. She the Head of Corporate Marketing at HCL
is responsible for all Facebook advertising Technologies, one of the leaders in the
He is the co-author of Jugaad Innovation products, websites, CRM, analytics and world’s IT Industry.
described by The Economist as "the most social; from strategy till execution.
comprehensive book" on the subject of Previously she was leading Digital Apurva is author at Bloomsbury India and
frugal innovation. Marketing & Analytics for Microsoft APAC. venture partner at EDUGILD, where he is
She leads the APAC social media operations advising StartUps in their digital stratgies.
He has consulted leading digital brands such center and is responsible for driving APAC's He is the co-author of “You are the Key:
as Barclays, Vodafone, Nokia, Phillips. He is end-to-end marketing measurement efforts Unlocking Doors Through Social Selling.”,
an alumnus of IIT-Delhi and the (ROMI). Prior to this Sakhee has held multiple where he details out the opportunities for
University of Southern California. roles at Microsoft from working at Microsoft individuals to leverage social media for
IT India to sales.
leading Customer Partner Experience
Programs for Enterprise
Services in APAC. In this program he will teach in detail
about how to build a robust digital
In this program he will teach the During this program she will teach on web, marketing strategy and how to optimize
fundamentals of marketing and branding. mobile and app analytics. conversions.
Karan Sarin Sujoy Golan Sumit Verma
Karan is the CMO at Razorpay, one of the Sujoy is the head of marketing at UnBxd, Sumit Verma is a Senior Manager of Digital
leading mobile payments solution providers. an e-commerce product discovery platform. Marketing at Grofers, where he leads
He is the former Head of Marketing at He is the former Head of Global Digital Grofer’s Digital Marketing Initiatives and
OnePlus India, where he is overseeing the Marketing at Inmobi – the world’s largest optimizes the digital initiatives at one of
foray and growth of one of the most mobile Ad platforms. He coaches startups the leading digital-first brands in India.
innovative smart device companies in the and is a guest lecturer at IIM Calcutta, where
world. Like no other brand, OnePlus, under he teaches students Digital & Growth Before joining Grofers, Sumit worked with
Karan’s leadership has created frugal Marketing. Facebook, where he was part of the Global
content marketing campaigns with immense Marketign Solutions Team and identified
impact. Prior to his stint at Inmobi, Sujoy was a new strategies for the world’s largest
category head at FlipKart and has shaped social media network.
Earlier, Karan was a Director at Flipkart, their digital foray in India for years.
where he built Flipkart’s Gift Cards business
from ground-up to a multi-million dollar
business.
In this program he will teach you the
In this program, Karan will teach you the In this program, Sujoy will teach you concept of mobile app marketing and
depth of content marketing in a digital retargeting, display & affiliate marketing equip you with everything required to
world. and search engine marketing. market your app successfully.
Career
Support Interview for the digital marketing roles of your
liking. Get all the guidance you need for writing
your CV and preparing for the interviews.
This program will provide you more than enough expertise to pass
Google and Facebook certifications.
Certification Facebook Certification
Certificate of Completion
On
Valid for one year from date
PG Certification in
Digital Marketing & Communication
Program Fee: INR 79,500 + taxes (0% EMI option also available)
Next batch starts on 1st May 2018
Certified by
https://upgrad.com/programs/digital-marketing/
https://upgrad.com/programs/digital-marketing/
https://upgrad.com/programs/digital-marketing/
https://upgrad.com/programs/digital-marketing/
https://upgrad.com/programs/digital-marketing/