&

PG Certification in
Digital Marketing and
Communication
5 Months Core + 6 Weeks Per Specialisation | Online

CHOOSE FROM
Executive Track Management Track Leadership Track
The Indian marketing ecosystem has seen an exponential rise with social media
taking tight grip over the common masses along with the traditional mainstream
media. We are at an exciting juncture in the business and economic history of India
and need to market our products in the best way possible to compete with multiple
players in the market. As more products are being launched everyday, there is an
increased demand for qualified, well-rounded marketers to take them to the market
in the most effective way.

To become a successful marketer in today’s world, you need to have an in-depth

understanding of what marketing means in the digital age, how to build a brand that
your customers can connect with and achieve business goals in the process.

If you are reading this, you may wish to accelerate your career in Digital Marketing.
With upGrad, we promise to equip you with the perfect
mix of business acumen and technical capabilities to
help you achieve exactly the same.

Ronnie Screwvala
Co-founder & Chairman
upGrad
Mudra Institute of Communications (MICA), Ahmedabad, established in 1991, is one
of the premier business management institutions in Asia-Pacific, known for its
prowess towards integrated marketing strategy & communication. Companies hiring
from MICA include Amazon, Axis Bank, BCG, Google, GroupM, Ogilvy and many
more.

MICA has educated thousands of Marketing & Business Leaders in the last 25 years,
with alumni stalwarts like Kunal Jeswani, CEO of Ogilvy India; Athreyan Sundarajan,
VP, Commercial Strategy and Communication APAC, FOX; Swati Rai, Basel Analyst at
Societe General Global Solutions Centre.

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.

Dr. Preeti Shroff

Dean
MICA
INSIGHTS FROM
ACADEMICIANS & INDUSTRY EXPERTS

SIDDHARTH DESHMUKH RAJNEESH KRISHNA

Adjunct Faculty & Senior Advisor Associate Dean and Professor
MICA MICA

FALGUNI VASAVADA-OZA JAIDEEP PRABHU

Professor Professor of Marketing
MICA Cambridge University

DR ANITA BASALINGAPPA DR JAY TRIVEDI

Professor, Marketing Associate Professor, Digital Marketing
MICA MICA

SAKHEE DHEER APURVA CHAMARIA

Head - Digital Marketing Ex - Head, Corporate Marketing
Facebook APAC HCL

KARAN SARIN
CMO & Co-founder SUJOY GOLAN
mitte Vice President & Head of Marketing
Lendingkart

PRADEEP SHANKAR
President MICHAEL LEANDER
Rage Founder & Marketing Consultant
Markedu
WHY MICA?
MICA, established in 1991, is one of the premier business management
institutions in Asia-Pacific, known for its prowess towards integrated marketing
strategy & communication. Companies hiring from MICA include Amazon, Axis
Bank, BCG, Google, GroupM, Ogilvy and many more.

MICA has educated thousands of Marketing & Business Leaders in the last 25
years, with alumni stalwarts like Kunal Jeswani, CEO of Ogilvy & Mather;
Athreyan Sundarajan, VPN Commercial Strategy and Communication APAC,
FOX; Swati Rai, Global Marketing Solutions, Facebook and many more.

• Get access to a vibrant community of Alumni

• Receive regular updates on MICA developments
• Get the chance to network with leaders

PROGRAM
HIGHLIGHTS

Learn from World-Class Experts

- Study from reputed instructors from MICA
- Get guidance from industry stalwarts from HCL, Facebook & more

Experience Case Studies & Projects

- Solve Case Studies from Star Sports, Thomas Cook, Grofers & more
- Solve Industry Projects including Live Projects for Facebook, Google
Search and Display Marketing.

Master Skills & Tools

- Learn analytics tools (like Google Analytics, etc) to attract quality traffic
- Convert leads into business revenue across digital sources
DIGITAL MARKETING
TOOL BOX
This program will give you hands-on experience on a number of industry
standard tools which will make you job-ready. Some of the tools covered in this
program are:

WHO IS THIS
PROGRAM FOR
Whether you want to move into digital marketing and communication or drive growth
for your business through digital platforms, this program is the right one for you. The
3 tracks enables professionals to transition into roles across the Digital Marketing
hierarchy. Professionals who will find this program useful are:

1. FRESHERS 2. TRADITIONAL MARKETERS

3. BRAND AND 4. DIGITAL MARKETING

COMMUNICATION EXECUTIVES AND
MANAGERS MANAGERS

5. SALES AND MARKETING 6. ENTREPRENEURS AND

PROFESSIONALS BUSINESS EXECUTIVES
HOW DOES THIS
PROGRAM WORK?

DIGITAL MARKETING AND COMMUNICATION

(2 weeks)

Fundamentals of Marketing,
Digital Marketing Channels and Metrics

Choose 1 from the Three Customised Tracks

EXECUTIVE TRACK MANAGEMENT TRACK LEADERSHIP TRACK

5 months 5 months 5 months

Learn DM basics with Build, run and analyse a Maintain a Digital

hand-on experience 4-month long Campaign Calendar
of 25+ tools and multi-channel campaign. and create SEM & SEO
5+ certifications. Audit Reports.

Students can avail the option of choosing specialisation/specialisations as per their

interest. There are 4 specialisations (4 weeks each) to choose from:

BRANDING & COMMUNICATION

+
SOCIAL MEDIA & CONTENT MARKETING
DIGITAL MARKETING
(CORE)
MARKETING ANALYTICS

MARKETING COMMUNICATION - PR
PROGRAM
CURRICULUM
EXECUTIVE TRACK - 5 MONTHS

FUNDAMENTALS OF MARKETING
- Get introduced to the basics of Marketing
- Understand different Digital Marketing Channels

DIGITAL MARKETING CHANNELS AND METRICS

- Identify the digital marketing channels, their capabilities and the customer journey
through the purchase funnel, along with key metrics at each stage.

CREATING A BLOG
- Get hands-on experrience of diffferent tools for finding the perfect domain name
- Buy Domain Name/WordPress and start web hosting

SEO
- Understand the perspective of how Google's search algorithm works (Crawling,
Indexing, Ranking)
- Develop knowledge of SEO tools such as Keyword Planner, SEMRush,
SeoSitecheckup, etc.

SEM
- Understand what is search engine marketing, what are the different objectives
which can be achieved through SEM campaigns.
- Identify the different elements of an SEM campaign and how ad auction works

PROGRAMMATIC AD BUYING AND DISPLAY MARKETING

- Identify different ad networks and their pricing models
- Learn to interpret results of a display ad campaign

SOCIAL MEDIA MARKETING

- Create a social media presence from scratch. (Facebook or Instagram Page)
- Create social media report progress to senior marketing management

EMAIL MARKETING
- Role of email marketing, types of emails, email marketing objective
- Build your end to end drip email campaign from awareness to purchase stage
CONTENT MARKETING
- Identify and create the right types of content to achieve your marketing
objectives
- Build a distribution plan though content calendar mapping channels and
content

WEB ANALYTICS
- Understand Traditional marketing analytics Vs. Digital Marketing Analytics
- Extract data and analyse reports from Web Analytics

DEFINING A ROBUST MARKETING STRATEGY

- Build an integrated marketing strategy
- Create a channel mix & content strategy

SOFT SKILLS
- Identify and demonstrate best practices of verbal, non-verbal and written
communication as digital marketer

MANAGEMENT TRACK - 5 MONTHS

FUNDAMENTALS OF MARKETING
- Get introduced to the basics of Marketing
- Understand different Digital Marketing Channels

DIGITAL MARKETING CHANNELS AND METRICS

- Identify the digital marketing channels, their capabilities and the customer journey
through the purchase funnel, along with key metrics at each stage.

DIGITAL MARKETING TEAM

- Understand the Philosophy of an Digital Marketing Team: Composition & Size
- Build Key Responsibilities and OKRs

DESIGNING AND BUILDING WEB OWNED PRESENCE

- Understand the visual elements of website
- Create better landing pages to bring in more conversions

continued on next page...

SOCIAL MEDIA MARKETING
- Create social media report progress to senior marketing management
- Collect customer data and analyses interactions and visits, plus uses this
information to create comprehensive reports and improve future marketing
strategies and campaigns

SEO
- Perform an SEO audit for a website to identify the gaps
- Suggest improvement strategies to fill the identified gaps

SEM
- Keyword planning for search ads at various funnels
- Measure and Optimise Search Ad Campaigns - Metrics for Tracking Campaigns,
mid-campaign interventions to improve results

DISPLAY
- Carry out A/B Testing applied to display Ads
- Google Display Network - The complete process

CONTENT MARKETING
- Map different Content Types to relevant Digital Marketing Channels
- Analyse Content Marketing Metrics and Reports

USER NURTURING: EMAIL, REMARKETING, LEAD

QUALIFICATION
- Analyse leads based on the lead scores and grades
- Build an Remarketing Strategy

WEB ANALYTICS
- Choose relevant metrics and design custom metrics
- Build custom dashboards for executive reporting and take decisions based on
insights

DEFINING A ROBUST MARKETING STRATEGY

- Build an integrated marketing strategy
- Build a content strategy

PLANNING DIGITAL MARKETING RESOURCES

(AGENCY VS TEAM)
- Identify need for an Agency
- Create an Agency Requirement Document
LEADERSHIP TRACK - 5 MONTHS

FUNDAMENTALS OF MARKETING
- Get introduced to the basics of Marketing
- Understand different Digital Marketing Channels

DIGITAL MARKETING CHANNELS AND METRICS

- Identify the digital marketing channels, their capabilities and the customer journey
through the purchase funnel, along with key metrics at each stage.

DIGITAL MARKETING TEAM

- Philosophy of an Digital Marketing Team: Composition & Size
- Key Responsibilities and OKRs

SOCIAL MEDIA MARKETING

- Ensure brand consistency across social media platforms
- Build Strategy to Expand to new social media platforms

SEO
- Understand the perspective of how Google's search algorithm works (Crawling,
Indexing)
- Knowledge of SEO tools such as ALexa Planner, Rankwatch

SEM
- Create an SEM plan - including campaign and keyword strategy.
- Leverage advanced SEM ad formats like call outs, ad extensions, click to call etc.

DISPLAY
- Optimise a display ad campaign
- Interpret results of a display ad campaign and suggest optimisation
based on campaign results.

CONTENT MARKETING
- Plan content creation and distribution across channels based on the audience and
business objectives

continued on next page...

USER NURTURING: EMAIL, REMARKETING, LEAD
QUALIFICATION
- Build a strategy to convert prospects into revenue generating customers using
email, remarketing and lead nurturing
- Build a remarketing plan for your business with defined audiences and flow.

WEB ANALYTICS
- Analyse business metrics for various objectives along the funnel
- Estimate customer lifetime value (LTV) and customer acquisition cost (CAC)

PLANNING DIGITAL MARKETING RESOURCES

(AGENCY VS TEAM)
- Identify need for an Agency
- Create an Agency Requirement Document
PROGRAM
CURRICULUM
FOR SPECIALISATIONS
BRANDING AND COMMUNICATION

FUNDAMENTALS OF BRAND POSITIONING

- Identify brand attributes and personality from customer’s and company’s
perspective
- Build brand design and learn how to represent it using branding elements and
visual cues
- Understand various methods of measuring Customer-based brand equity and
evaluation of brand positioning using NPS, CES and Perception maps

BRAND ENGAGEMENT STRATEGY

- Learn how to build a brand engagement strategy by auditing your brand using
various frameworks, setting objectives and KPIs
- Execute brand engagement strategy and how to select the media and channel mix,
setting budgets and allocation of funds,media agency selection and optimizing
campaigns.
- Demonstrate various qualitative and quantitative techniques to measure brand
equity.

INTEGRATED MARKETING COMMUNICATION

- Build and managing online as well as online communities, media, PR and brand
reputation management.
- Illustrate elements of the marketing communications mix can be used based on
the different stages of the product life cycle.
- Create an integrated marketing communications strategy for your brand

INTERNATIONAL BRANDING
- Identify different branding strategies and their suitability to different kinds of
businesses before going global
- Analyze and understand the consumer behaviour and build brand strategies in
emerging market economies

continued on next page...

CASE STUDIES AND TOOLS
- Project on building engagement strategy to engage with the target audience of
one the world’s largest cosmetics company, a client of InMobi’s.
- Project on how Axis Bank has been rebranding itself to ensure that it becomes a
recognizable brand for its new age target audience of young people.

SOCIAL MEDIA AND CONTENT MARKETING

DEEP DIVE INTO CONTENT CREATION

- Get in depth understanding of 3 C’s of Content creation - customers, channel &
content.
- Learn the art of storytelling and understand the change in messaging style at
different stages of the consumer funnel
- Understand the various strategies for content creation process such as auditing
competitors to create better content and repurpose content for more effective use

ADVERTISING ON SOCIAL MEDIA

- Identify the different objectives and different factors which can be achieved by
running ads on various social media platforms
- Understand and analyse the different performance measurement and optimisation
avenues possible for social media ad campaigns.
- Deep dive into different social media ad platforms such as Facebook, Instagram,
LinkedIn, Twitter, Quora etc.

COMMUNITY MANAGEMENT
- Learn to manage a community or an audience and how to set up a strategy for
community engagement
- Understand how to implement the strategies and engage with your community,
ranging from creating a welcome message to your audience, responding to
different kinds of messages your community poses, to creating contests and
engagement activities for your audience.
- Learn the various content moderation techniques
- Learn how to use Facebook, Hootsuite and other tools to automate community
engagement activities. Also, how to identify the right KPI’s that will aid your
analysis

CASE STUDIES AND TOOLS

- Project on how McGraw Hill uses content marketing to create awareness
about its brand.
- Project on making the community engagement strategies for The Quint and create
the necessary communication for its diverse set of users
- Learn tools like Hootsuite and Canva apart from learning to work on different
social media ad platforms
MARKETING ANALYTICS

MARKETING DATA IDENTIFICATION AND COLLECTION

- Understand how to use the various tools provided by Google in unison to fulfil
your marketing objectives.
- Learn how to execute end-to-end campaigns by integrating all promotional data
under the umbrella of Google Analytics
- Work on the different types of app analytics tools available and learn how to pick
the right tool to identify the user acquisition channels
- Learn how to integrate an attribution partner with a behaviour analytics software
and also how to engage your customers better through personalized
communications based on their behaviour

MARKETING DATA INTEGRATION AND EDA

- Understand the concept of databases and basics of SQL needed to work in the
field of Marketing Analytics
- Learn the technique of storytelling using visual representations, that can help in
getting the observations through to the right audience in the most efficient manner.
- Learn about the concepts such as central tendency matrix, hypothesis testing and
A/B testing which will help you analyse the data in a much more rigorous manner

PREDICTIVE ANALYTICS AND DECISION MAKING

- Work on predictive analytical techniques such as Marketing mix modelling using
regression analysis to identify the business drivers and determine the best
performing channel and optimise your channel spends based on the ROI of each
channel
- Learn data-based segmentation techniques such as RFM analysis and clustering
analysis to segment your target segments and come up with the best targeting and
marketing strategies.
- Learn about propensity models to predict the behaviour of the customers using
analytical techniques and perform churn analysis using logistic regression

CASE STUDIES AND TOOLS

- Work on a project involving customer segmentation and targeting with the project
guided by a Google Expert
- Work on tools such as Google Analytics, Google Tag Manager, Branch.io, Clever
Tap, SQL, XLStat, Excel Data Analysis Toolpak etc.
MARKETING COMMUNICATIONS WITH FOCUS ON
PUBLIC RELATIONS

CAMPAIGN PLANNING
- Situation Analysis
- Defining Communication Objectives
- Defining Target Audince and Building Buyer Persona
- Identify the USP for your communications

Key Outcomes:
- Understand the different steps going into developing marketing communications
campaigns
- Perform situational analysis, develop communication objectives
- Create buyer persona of your target audience

DEVELOPING CREATIVE COMMUNICATIONS

- Creativity and Idea generation
- Defining customer centric communication
- Writing creative briefs
- Proposal Writing
- Marketing Communication tools

Key Outcomes:
- Understand and implement different idea generation techiniques
- Write creative proposals and creative briefs
- Identify the different marketing communication channel mix to distribute your
content

PUBLIC RELATIONS
- Building and Maintaining Media Relationships
- Influencer and Analyst Relationships
- Online Reputation Management
- Crisis Management

Key Outcomes:
- Understand how to develop media, influencer and analyst relationships
- Manage online reputation across different social media channels
- Develop and distribute crisis management communications
A GLIMPSE OF THE
UPGRAD LEARNING PLATFORM
*Note: This is just a demo of the platform and might not be an exact reflection of this program

Access anytime
on the web at
learn.upgrad.com
or Mobile App

Course Overview

Calendar

Peer-to-peer
Discussion Forum
UPGRAD BASECAMP:
OFFLINE MEET-UPS
AND LEARNING

Along with online learning, upGrad basecamp

meet-ups act as a physical platform for
extensive peer-to-peer learning, networking and
idea exchanges. BaseCamp brings together, a
hybrid offline and online learning experience for
all the learners & alumni of upGrad. Held across
major cities in India, these fun, yet informative
and career building events add on to the already
great learning experience that upGrad provides.

WHAT'S IN IT FOR OUR LEARNERS?

Networking with Career Engaging and

Faculty and Building Live Group
Student Mentors Sessions Projects

Fun and Peer Interaction

Exciting and Career
Activities Networking
PROGRAM
DETAILS
DURATION
5 months core + 6 weeks per specialisation

PROGRAM FEE

PG CERTIFICATION IN DIGITAL MARKETING & COMMUNICATION + ONE SPECIALISATION:

₹87,750 + Taxes
PG CERTIFICATION IN DIGITAL MARKETING & COMMUNICATION + TWO SPECIALISATIONS:

₹1,02,750 + Taxes
PG CERTIFICATION IN DIGITAL MARKETING & COMMUNICATION + THREE SPECIALISATIONS:

₹1,15,250 + Taxes
PG CERTIFICATION IN DIGITAL MARKETING & COMMUNICATION + FOUR SPECIALISATIONS:

₹1,27,750 + Taxes

(Exclusive 50% scholarships on this program for all MICA Alumni)

ELIGIBILITY SELECTION PROCESS

Bachelor's degree in any field Application submission with a Statement of
Purpose (SOP) to assess your purpose for
applying for the program.

For further details, contact:

PREKSHA SHETTY
Chief Admissions Counsellor
digitalmarketing@upgrad.com
COMPANY INFORMATION
upGrad Education Private Limited
Nishuvi, 75, Annie Besant Road, Worli, Mumbai - 400018
www.upgrad.com | info@upgrad.com | 022 61562111 or 022 61562153