Professional Documents
Culture Documents
PG Certication 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 todays 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%.
We will also teach you how marketing has changes its Outcome
facettes over the years and how new technologies are
used to create a superior marketing experience both for You will gain a detailed understanding of the 4Ps framework for different
brands as well as consumers. types of businesses and how to analyse the competitive environment of any
company. You will acquire a deep understanding of the ABC of Marketing
and Branding. You will also be able to understand advantages of Digital
Marketing Channels over Traditional Marketing Channels and also analyse
where traditional marketing is relevant.
Topics Covered
& Optimization
This module will teach you how to leverage social
media using organic and paid methods to achieve
your marketing goals.
Outcome
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
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
need to take for your website to appear on top of
search engine results when users search for terms
Outcome
relevant to your business.
Here you will get an overview of what Google & other search
engines identify as a SEO optimized page, learn how to implement
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
Marketing
In this module, you will learn how to create ads that can
appear on websites and apps across the internet.
Content Marketing
of content Ebooks
Creating in-house content White papers
Outsourcing content Guides
Outcome
You will be able to plan and decipher what kind of content will help
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
Module 10.1
Parts of an email
Types of marketing emails
Drip Emails
Email automation
Building an email list Using email automation tools
Segmenting an email list
User Nurturing
Email Marketing & Nurturing
Email is one of the most effective channels of paid
marketing since it is high targeted and you communicate
directly with the user. This module covers email from a
marketers perspective. You will learn how to write emails Outcome
that help convert leads to customers or customers to
You will be able to write compelling marketing emails, build and
repeat customers.
segment lists of email IDs. You will also be able to use the right
tools to automate the email sending process and very importantly,
measure the effectiveness of your email campaigns.
Topics Covered
Module 10.2
Definition of remarketing
Cookie-based tracking
Dynamic remarketing
Setting up lists in AdWords
List-based remarketing Remarketing on Facebook
Google Analytics remarketing Measuring impact of
User Nurturing
Email-based remarketing remarketing
Remarketing
95% of a website's visitors do not carry out any
transactions on their first visit. This module teaches you
how to set up and use remarketing within your digital
campaigns to increase the chances of converting Outcome
visitors on your website to customers.
You will be able to create relevant ads for your website visitors
according to their actions and measure the conversions through
remarketing and evaluate means to improve your strategy.
Topics Covered
User Nurturing
Lead Quality analysis by
source
Lead Quality analysis by page
visits
Lead Management
For a campaign to successfully connect marketing
efforts to sales efforts is imperative. In this module you will
learn how to score leads based on actions, how to implement
different techniques for lead activity measurement and how Outcome
to respond to lead activities to convert leads to customers.
You will be able to nurture a contact into a prospect using multiple
techniques and channels and how to bridge the gap between the
digital marketing and the sales team, thus, streamlining the
conversion process.
Topics Covered
Module 11
Google Analytics
Integrating Google properties
Source attribution
UTM URL building
Setting up goals in GA e-commerce analytics
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
learn how to measure and analyse performance metrics
across digital channels such as SEO, SEM, Social Media,
Display etc. on web, mobile and app. Outcome
You will be able to understand your website visitors, sources of
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
Module 12
Definition of Growth Hacking
Intersection of Product, Tech and Marketing
Acquisition Growth Hacking
Activation Growth Hacking
Growth Hacking
Retention Growth Hacking
Referral Growth Hacking
Module 13
Building an integrated digital marketing plan
Situation Analysis
Mapping the marketing plan by the user journey
B2B vs B2C marketing plans
Marketing Strategy
This module brings together all the learning achieved
throughout the program to prepare a robust digital
marketing strategy that covers all channels and
techniques within a predefined marketing budget.
Outcome
You will be able to evaluate the performance of digital channels in ac-
cordance to marketing goals and apply your accumulated knowledge
to create comprehensive marketing plans, based on spends strategy
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 well 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 worlds 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 Grofers Digital Marketing Initiatives and
OnePlus India, where he is overseeing the Marketing at Inmobi the worlds 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
Karans 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 worlds 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 Flipkarts 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.
Certication Facebook Certication
Certificate of Completion
On
Valid for one year from date
Certied by
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