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About
upGrad
upGrad is an online education provider that helps individuals develop their professional
potential in the most engaging learning environment. In the corporate world, challenges
faced by organisations are of a dynamic nature. There is a need to shift from the traditional
pedagogy to skill based education with a more practical and dynamic approach. We are at
an exciting juncture in the business and economic history of India where the role of manager
is no longer to ‘manage’ but to ‘lead’ teams. A manager is expected to bring in new
business ideas and drive new initiatives in the organization.

To become a successful management professional in today’s world, you need to have an

in-depth understanding of business problem solving. With upGrad, we promise to equip you
with the perfect mix of business acumen and technical capabilities to help you achieve
exactly the same. This
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development of managerial skills through exposure to case studies, teaching, industry
training, consultancy and research and interaction with industry leaders.

“Our aim is simple:

We strive to create high-impact,
hands-on experiences that prepare
students for meaningful and
productive careers.

Ronnie Screwvala
Co-founder & Chairman
About
IMT Ghaziabad
Established in 1980, Institute of Management Technology Ghaziabad (IMTG) is India’s
premier management school and is only the 4th business school in the country accredited by
the coveted AACSB.

Strategically located in Delhi-NCR region, IMTG has distinct focus on grooming leadership
through Innovation, Execution and Social Responsibility.

IMT Ghaziabad is the proud alma mater of more than 300 C–suite executives which include
renowned personalities like Sachin Pilot, Prasoon Joshi, Nimmagadda Prasad, to name a few.
With special focus on Sales and Marketing, Finance and HR, thousands of professionals serv-
ing in leadership positions in the best-known organisations in India and around the world,
are a part of the IMTG network.

Dr. Vishal Talwar

Director

Asish K Bhattacharyya
Director
INSIGHTS FROM
TOP ACADEMIC & INDUSTRY
EXPERTS

DR. ASIT K BARMA

Professor - Marketing
IMT Ghaziabad

PROF. ABHISHEK
Associate Professor
IMT Ghaziabad

PROF. HARVINDER SINGH

Chairperson, Part-Time Programs
IMT Ghaziabad

SHESH VASUDEVAMURTHY
Product Leader
upGrad

SUNIL BHARADWAJ
Sunil Bharadwaj
Raymond Limited

PRASHANT KAPUR
National Sales Head
Vodafone

RAHIM
Analytics Head
Flipkart

ANIRUDH MENDIRATTA
Head of Operations
CARS24

HIMANSHU MANROA
Associate Vice President
Datamatics
WHY THIS PROGRAM WITH
UPGRAD & IMT GHAZIABAD?

INDUSTRY RECOGNISED BETTER CAREER

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7<2757B/:;/@93B7<5
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/AA=17/B3 ALUMNI FLEXIBLE LEARNING WITHOUT

STATUS 4@=; 7;B LEAVING YOUR JOB
56/H7/0/2

PROGRAM
HIGHLIGHTS

Career Growth & Support

Get recognized as an alumnus of one of India’s top-ranked MBA college.
Land jobs at top companies through our 1:1 industry mentoring, CV & interview
preparation,mock hiring tests and upGrad’s career support with its industry partners.

Easy and Flexible Learning

Earn credentials while staying on the job.
Access the content through the website and mobile app anywhere anytime.
PROGRAM
CURRICULUM
*Note: This curriculum is subject to change based on inputs from IMTG and Industry.

COURSE 1: MARKET
MARKET MANAGEMENT
MANAGEMENT - 1

FUNDAMENTALS OF MARKETING
Introduction to Marketing, STP, Marketing Mix or 4P's, Elements of a brand
(Introduction to branding)

MARKETING CHANNELS
Offline Marketing Channels, Digital Marketing Channels - I, Digital Marketing
Channels - II

FUNDAMENTALS
COURSE 2: BUSINESS OF LEADERSHIP
COMMUNICATION

COMMUNICATION SKILLS FOR EFFECTIVE LEADERSHIP

Introduction to Leadership, Non verbal communication and body language,
Emotional Intelligence (Plus organizational intelligence and cultural intelligence),
Verbal Communications and Speeches, Managerial Writing

BUILD A PERSONAL BRAND

Personal Brand Vision & Defining of target audience, Building of assets for personal
branding, Monitoring your brand

COURSE 3: ACCOUNTING AND FINANCE

ACCOUNTING STATEMENTS AND RATIO ANALYSIS

Basics of Finance, Financial Statements, Ratio Analysis
 PROJECT EVALUATION
Time Value of Money, Project Evaluation Techniques

WORKING CAPITAL MANAGEMENT

Working Capital, Components of Working Capital

COURSE 4: DECISION SCIENCES

EDA AND SAMPLING

Data visualisation, Univariate analysis, Distribution Plots 1, Distribution Plots 2

HYPOTHESIS TESTING
Hypothesis tests - I, Hypothesis testing - II, A/B testing

REGRESSION ANALYSIS AND FORECASTING

Covariance, Correlation and Simple Linear Regression, Multiple Linear Regression
and Logistic Regression, Forecasting, Sales Forecasting

COURSE 5: BUSINESS ECONOMICS

MICRO ECONOMICS
Consumer Theory, Demand and Supply, Pricing, Market Equilibrium, Introduction to
Game Theory

MACRO ECONOMICS
Aggregate Demand and Supply, Business Cycles, Unemployment and Inflation,
Capital Markets, International trade and strategic trade theories

COURSE 6: OB, HR AND BUSINESS LAW LEGAL

ORGANISATIONAL BEHAVIOUR
Understanding an organisation - vision, mission, structure, hierarchy, roles and
stakeholders, Organisational Design in the Digital Age, Organisational Culture and
Change, Conflict and Stress Management, Planning and Decision Making, Motivation
Perception, Power and Influence at Work
 HR FOR NON-HR MANAGERS
Use effective human resource management techniques to build and maintain
effective teams as a line manager.

BUSINESS LAW AND ETHICS

Contract act and company law, Important tender clauses (such as pricing,
indemnification), Business Ethics and Corporate Social Responsibility

COURSE 7: SALES AND DISTRIBUTION MANAGEMENT

FUNDAMENTALS OF SALES
Sales Process, Sales Strategies, Impact of digitalisation on Sales

TERRITORY MANAGEMENT
Territory Objective and Decisions, Coverage Metrics, Territory Management Strategy

CHANNEL MANAGEMENT
Objective of Channel Intermediaries, Types of Channels, Channel Design Strategy

TEAM AND CUSTOMER MANAGEMENT

Recruitment and Training, Motivation and Rewards, Conflict Management

COURSE 8: BUSINESS STRATEGY

FUNDAMENTALS OF STRATEGY
Business-level Frameworks: SWOT, BCG, Business Model Canvas, Ansoff., Product
and Portfolio Decisions, Go to Market Strategy, Mergers, Acquisitions and JVs,
Mixed Frameworks: PESTLE, Mckinsey Matrix

GROWTH STRATEGY
Competitive Rivalry, Analysing industry and competition, Industry-level Frameworks:
Porter's 5 Forces, Strategies for a competitive environment
COURSE 9: OPERATIONS & SUPPLY CHAIN
MANAGEMENT
SCM AND STRATEGIC PLANNING
Basics of demand planning and supply chain management

SOURCE, MAKE AND MOVE

Inventory Planning, Inventory Management, Inventory Control
Transportation Planning, Transportation Management, Transportation Execution

COURSE 10: ELECTIVE

OPTION 1: MARKET RESEARCH

Consumer Behaviour, Research design, Research execution

OPTION 2: CORPORATE FINANCE

Risk and cost of capital, Stocks and options, Risk management

OPTION 3: BUSINESS LEADERSHIP

Leadership frameworks, Leadership styles, Everest simulation

OPTION 4: OPERATIONS & SUPPLY CHAIN MANAGEMENT 2

Demand planning and forecasting, advanced sourcing strategies,
logistics and distribution optimisation

OPTION 5: BUSINESS ANALYTICS

Data visualisation and interpretation, Hypothesis testing, Time series analysis

OPTION 6: HUMAN RESOURCE MANAGEMENT

Workforce planning and recruitment, Training and Development, Employee
Engagement and Retention

COURSE 11: LEADERSHIP, ENGAGEMENT

AND PEOPLE PERFORMANCE
MODULE 1 - WHAT DEFINES A LEADER?
1. Understand what attributes define a leader and how you can plan to
imbibe those attributes as an aspiring leader.
 2. Examine the intra-personal characteristics of a leader and formulate
a plan to cultivate these qualities within yourself in your leadership journey.

MODULE 2 - LEADING TEAMS EFFECTIVELY

1. Evaluate the extraordinary qualities of a winning team and the role
played by a leader to achieve it.

2. Diagnose the symptoms of a positive and a negative team dynamics and formu-
late a conquering plan to overcome its negative impact as a potential leader. n

MODULE 3 - LEADERSHIP AS A WAY OF LIFE

1. Appreciate the lifestyle driven by a set of high-yielding qualities in steering
your organisation.

2. Make tough leadership decisions in a situation of crisis.

COURSE 12: LEADING CHANGE FOR

SUSTAINABLE FUTURES
MODULE 1 - CHANGE MANAGEMENT FROM AN
INDIVIDUAL PERSPECTIVE
Identify the need to change and create a sense of urgency

MODULE 2 - CHANGE MANAGEMENT FROM AN

ORGANISATIONAL PERSPECTIVE
Engage and Enable the Organisation for Change s

Module 3 - Reimagining Change

Support and sustain change initiatives

COURSE 13 : ENTERPRISE AND RISK MANAGEMENT

MODULE 1 - UNDERSTANDING RISKS IN AN ORGANISATION
1. Understand the importance of risk management in an organisation

2. Understand the different types of risks that can appear in an organisation

 3. Awareness of the risks that arise due to the global nature of businesses

4. Analyse a given case study and understand that the risks covered in the
module never occur in isolation

MODULE 2 - TACKLING RISKS

1. Introduction to the different risk management frameworks
(COSO, COBIT, ISO 31000)

2. Understanding, implementation and limitations of each of the three

risk management frameworks

COURSE 14 : DIGITAL BUSINESS INNOVATION

MODULE 1 - DIGITAL INNOVATION
1. Formulate an innovation plan for your organisation through understanding
the core concept, objectives and key elements of innovation

2. Identify areas of innovation in a firm through an understanding of phases

and stages of innovation and the respective impact on not going digital

3. Analyse how organisations can stay relevant through digital innovation

and transformation

MODULE 2 - DIGITAL BUSINESS TRANSFORMATION

1. Frame strategies to create value for customers through Digital business
models by understanding value creation drivers and forms

2. Discover the benefits of implementing digital innovation through structural

changes and AI/ML strategies to enhance your organisation's effiency

3. Identify barriers to digital innovation to analyse what are the areas which
cease developments in your firm"

MODULE 3 - DIGITAL BUSINESSES

1. Ideate a plan to launch a digital platform through an understanding
of function areas, types of a platform and by overcoming the chicken
and egg situation

2. Determine how can a digital platform grow through network effect

3. Infer how can your organisation generate revenue and sustain in the
market through their digital platform
A GLIMPSE OF THE
UPGRAD LEARNING PLATFORM
*Note: This is just a demo of the platform and not this particular program

Home Screen
A summary of your program activities

Advanced Certificate in Digital Marketing and Communication

Course Overview
To access all your lectures, case studies and assignments

Advanced Certificate in Digital Marketing and Communication

Calendar
To plan and schedule your learning experience with live sessions, module deadlines,
project deadlines and much more

Advanced Certificate in Digital Marketing and Communication

Discussion Forum
To clear all your doubts

Advanced Certificate in Digital Marketing and Communication

PROGRAM
DETAILS
PROGRAM START DATE
Please visit our website for more details

PROGRAM DURATION
11 Months

PROGRAM FEE
Please refer to the website for the program fee

ELIGIBILITY
Bachelor's degree with minimum 50% marks

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