PG Certification in

Digital Marketing and

Communication
11 MONTHS
5 Month Core| +ONLINE
6 weeks per Specialisation | Online
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
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 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:

PROGRAM
HIGHLIGHTS
Whether you want to move into digital marketing and communication or drive your
business on digital platforms, this program is the right one for you. Professionals who
will find this program useful are:

TRADITIONAL MARKETERS
Augment your marketing expertise. Acquire holistic and channel specific digital skill
sets & apply your marketing strategies across digital channels.

DIGITAL MARKETERS
Move beyond just Social Media, PPC or SEO. Learn to strategize & execute cross-
channel campaigns and understand branding and communication in a digital world.

ENTREPRENEURS & BUSINESS EXECUTIVES

Reach your customers online. Attract leads, engage prospects and convert customers
using an entire suite of Digital Marketing channels and strategies.
PROGRAM
CURRICULUM
Students can avail the option of choosing specialisation/specialisations as per their
interest. There are 3 specialisations to choose from:

BRANDING & COMMUNICATION

DIGITAL MARKETING
(CORE) + SOCIAL MEDIA & CONTENT MARKETING

MARKETING ANALYTICS

DIGITAL MARKETING - 24 WEEKS

(CORE)

The core program focuses on learning and applying digital strategies & solving real
business challenges.

FUNDAMENTALS OF MARKETING - 2 WEEKS

You will learn the concepts and frameworks necessary for any marketer to create
powerful brands and strategies.

Industry Project
Apply your marketing fundamentals for Momoe, a payment app for B2B and B2C
sector.

DIGITAL MARKETING CHANNELS AND METRICS - 2 WEEKS

This module will introduce you to various direct marketing channels and a fundamental
concept in marketing known as the Purchase Funnel.

Industry Project
Analyse the performance of an online business with respect to business level metrics
of CAC and LTV.

DESIGNING & BUILDING A WEB PRESENCE - 2 WEEKS

In this module you will learn that UI & UX are essential elements needed by a marketer to
understand and build successful digital real estate.
Industry Project
Created in conjunction with Bajaj Auto and its advertising partner, you will design a
global website for Bajaj using information architecture and wireframe.

SOCIAL MEDIA MARKETING & OPTIMIZATION - 3 WEEKS

This module will teach you how to leverage social media using organic and paid methods
to achieve your marketing goals.

Case Study
Learn how Star Sports created a successful viral social media campaign for the Cricket
World Cup with the Mauka Mauka Campaign. Also, experience how Grofers used
social media to generate awareness and increase revenue.

Live Project
Use real money to set up and optimize your own facebook campaigns. This project
will help you develop the expertise in how campaigns are managed on Facebook.

Facebook Certification
You will receive an exclusive certificate from Facebook upon successful completion of
the social media module including Facebook content, highlighting your expertise in
Digital Marketing & Communication using Facebook strategies.

SEARCH MARKETING - 1.5 WEEKS

You'll get to learn how to appear on the top pages of search engines and to create search
ads for the right keywords with performance measurement for best results. Both SEO and
SEM are essential here.

Case Study
Learn how Thomas Cook created a microsite for it’s new travel segment, which
increased Thomas Cook’s organic traffic by many folds.

Live Project
You will be setting up, launching and optimizing a Google Adwords campaign and
spending real money. The project will help you understand how businesses use this
effective pull marketing channel.
DISPLAY & AFFILIATE MARKETING - 1 WEEK
In this module, you will get an overview of real-time bidding and how to access Ad
Exchanges with ad networks, so that your ads appear on websites & apps across the internet.

Live Project
You will be setting up, launching and optimizing a Google Adwords campaign and spending
real money.

CONTENT MARKETING - 2 WEEKS

This module covers multiple methods. You can use content across multiple digital channels
like websites, social and SEO to increase traffic. Understand how to plan, create, distribute
and analyse your content marketing efforts.

Case Study
Learn how HCL used content marketing techniques to overcome the paid campaign
roadblocks for B2B content marketing.

USER NURTURING - 3 WEEKS

This module teaches you nuances of email marketing, remarketing and lead management
to effectively drive sales by converting target audiences to customers.

Case Study
See how Zivame used email drip marketing, customer segmentation and nurturing
techniques to increase revenues from their email channel.

Industry Project
You will choose the consumer segments from your existing campaigns which are most
profitable basis list analysis and decide which of these segments combined with the
effective marketing communication would work best for remarketing.

WEB, MOBILE & APP ANALYTICS - 2 WEEKS

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 applications in
the purchase funnel.

Case Study
See how to measure and optimizes data across multiple traffic channels such as Google,
Facebook and organic mediums.
GROWTH HACKING - 1 WEEK
In this module, you will learn to use data from past marketing efforts to identify opportunities
that can create consistent growth with minimal effort and resources.

Case Study
Learn how Nearbuy used innovative growth techniques to build awareness and engage-
ment for the popular Batman Vs Superman movie.

DEFINING A ROBUST DIGITAL MARKETING STRATEGY - 2 WEEKS

This module brings together all the learning achieved throughout the program to prepare
an integrated digital marketing strategy that covers all channels & techniques, within a
predefined marketing budget.
PROGRAM CURRICULUM - 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.
Learn about 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.
Learn how elements of the marketing communications mix can be used based on the
different stages of the product life cycle.
Learn how to create an integrated marketing communications strategy for your brand

INTERNATIONAL BRANDING
Learn to identify different branding strategies and their suitability to different kinds of
businesses before going global
Understand how to analyze and understand the consumer behaviour and build brand
strategies in emerging market economies
Learn the various strategies adopted by brands to circumvent problems and establish
themselves in the developed markets.

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, CleverTap, SQL,
XLStat, Excel Data Analysis Toolpak etc.
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
& 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 month core + 6 weeks per specialisation

PROGRAM FEE

PG CERTIFICATION IN DIGITAL MARKETING & COMMUNICATION + ONE SPECIALISATION:

87,750 INR + Taxes

PG CERTIFICATION IN DIGITAL MARKETING & COMMUNICATION + TWO SPECIALISATIONS:

102,750 INR + Taxes

PG CERTIFICATION IN DIGITAL MARKETING & COMMUNICATION + THREE SPECIALISATIONS:

115,250 + 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, Dr. Annie Besant Road
Worli, Mumbai - 400018