Académique Documents
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Certication Program
5 Months Online Program
Certied by:
Contents
2. Program Outline
3. Learning Experience
4. Program Content
5. Tools
7. Placement Assistance
8. Certification
9. Industry Partners
To become a successful Marketer in
todays 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.
Ronnie Screwvala
Why Digital Marketing?
Digital
1.5
A recent study conducted by the Direct Marketing Association, ap-
proximated the Digital Marketing Industry to be worth US$62
billion in 2016 with growth rates significantly outperforming any
Marketing other Ad type. This fast growing industry gives significant
Industry l a k h
opportunities dynamic individuals to create careers that would not
have been possible 10 years ago.
to be worth US$ Jobs in the According to LinkedIn Digital marketing falls into the top 5 of most
required skills for hiring in todays world. There are approximately
Digital
62 BN
1.5 lakh jobs in the Digital Marketing arena in India across IT/ BPO,
Agencies as well as other FMCG companies in 2016. This rise is
Marketing leading to a high demand for professionals skilled in Digital
Run Real
Create a website in groups of 4 and
promote it on digital platforms with a
budget of Rs 15,000. You will get
Since the year 2000, the insurance industry has been transformed
and grown at a rapid pace. The once monopolized market was
Resolve all your queries regarding covered opened to 24 players, thus, facilitating quick growth in terms of
Live Q&A with topics and how these apply to your job or HDFC revenue and competition. Learn how HDFC used targeting and
Instructors
business in these classroom-like online
sessions with our Industry Instructors.
Life Google display Ads to drive
additional value and business during the peak season,
leading to a decrement of 49% in cost per lead and an
increased lead volume by 1027%.
Top performers in each of our Industry The need for new leads is never satisfied. When Thomas
Case Feedback Projects get direct online coaching sessions Cook found out that honeymoon packages is a highly
from Industry with the Industry Professionals of the most
Thomas
searched keywords, they made this opportunity their goal.
reputed brands and agencies that we have Learn how they used crowd sourcing and backlinking to
Professionals partnered with. Cook achieve the number one rank in organic search of
honeymoon packages and generated 8% of unique visitors
with a bounce rate of just 22%.
Teaching Our in-house team of Digital Marketing ex- One of the main challenges faced by Grofers, Indias leading
perts hosts office hours that you can use to
Assistant address any of your academic and career
hyperlocal foodtech company, was how to bring down the
cost of acquisition. Being an urban brand most of their
Oce Hours related queries. communication was in english and launching local language
Grofers campaigns opened new doors for them. Learn from one of
the most successful digital-first brands of the country how
they extensively used social media marketing for customer
acquisition as well as installs.
Program
content
Outcome
You will gain a detailed understanding of the 4Ps framework for
different types of businesses and how to analyse the competitive
environment of any company using a SWOT analysis. You will
acquire a deep understanding of the ABC of Marketing and
Branding.
Module 2 Topics Covered
Marketing
adopted in marketing
Outcome
You will be able to understand advantages of Digital Marketing
Channels over Traditional Marketing Channels and also analyse
where traditional marketing is relevant.
Module 3 Topics Covered
Digital Journey
Introduction to Digital Channels Funnel Level Metrices
Paid vs. Organic channels
Outcome
You will be able to translate business goals into marketing goals
using metrics like customer acquisition costs and lifetime value of
a consumer. You will be able to identify the right consumer funnel
for various business sectors and identify right channels and
metrics to track success.
Module 4 Topics Covered
Outcome
You will be able to ideate mock ups of webpages and navigation
structures specific to different business goals and measure the
performance of your website using metrices like traffic, users and
bounce rates by source of traffic. You will learn how to use key
website building tools such as WordPress to build your website.
Module 5 Topics Covered
Outcome
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.
Module 6 Topics Covered
SEM
PPC basics
Google Adwords
Targeting using Adwords
Negative keywords
Types of search ads Measuring performance and
Mapping search ads to the optimization
purchase funnel Ad copy A/B Testing
Structuring a campaign in Google Shopping Ads
This module will teach you how to create search ads for Adwords Gmail Sponsored Promotions
the right keywords. You will also learn how to structure
your campaigns and measure their performance which
will help you reach the best results.
Outcome
This module will help you understand different types of ads
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.
Module 7 Topics Covered
Marketing
Affiliate Marketing Ad networks
Ad exchanges Google Display Network
Display Ad Builder
In this module, you will learn how to create ads that can
appear on websites and apps across the internet.
& Optimization
Paid social media marketing campaign performance
Mapping social media
platforms to funnel stages
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.
Module 9 Topics Covered
Retargeting /
Definition of remarketing
Cookie-based tracking
Dynamic remarketing
Setting up lists in AdWords
Remarketing
List-based remarketing Remarketing on Facebook
Google Analytics remarketing Measuring impact of
Email-based remarketing remarketing
Outcome
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.
Module 10 Topics Covered
Nurturing
Building an email list Using email automation tools
Segmenting an email list
Outcome
You will be able to write compelling marketing emails, build and
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.
Module 11 Topics Covered
Outcome
You will know how to run paid marketing campaigns using social
media and in-app ads. Lastly, you will be able to track the ranking
of your app in app store and measure the performance of your
paid campaigns.
Module 12 Topics Covered
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.
Module 13 Topics Covered
Analytics
Setting up goals in GA e-commerce analytics
Custom views in GA Conversion tracking
Measuring page views
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.
Module 14 Topics Covered
Outcome
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.
Module 15 Topics Covered
Optimization
Call to action Exit popups
Outcome
You will be able to suggest areas of text, graphic, CTAs, theme and
page changes for a mobile site. You will also know how to use
tools like Optimizely for A/B Split tests apply CRO techniques like
hello bars, exit pop ups, social offers and push notifications.
Module 16 Topics Covered
Outcome
You will understand what growth hacking is and how it can help
boost marketing results across the funnel, from acquisition to
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.
Module 17 Topics Covered
Marketing Strategy
Estimate expected results from Modify strategies based on
channels results
Create marketing dashboards
Outcome
You will be able to evaluate the performance of digital channels in
accordance to marketing goals and apply your accumulated
knowledge to create comprehensive marketing plans, based on
spends strategy for each channel and funnel stage contribution.
Tools This program will give you hands-on experience
on a number of industry standard tools which
will make job-ready. Some of the tools covered
in this program are:
Hootsuite
Social Media Listening
Industry We generate original, state-of-the-art
content with our industry partners who
Partners
deliver recorded lectures on cutting-edge
topics, sponsor projects with real data
sets, and mentor students along the way.
Assistance
for writing your CV and preparing for the
interviews.
https://upgrad.com/programs/digital-marketing/
https://upgrad.com/programs/digital-marketing/