Digital Marketing

Certification Program

5 Months Online Program

Certified by:

Contents

• 1. Careers In Digital Marketing

• 2. Program Outline

• 3. Learning Experience

• 4. Program Content

• 5. Tools

• 6. Subject Matter Experts

• 7. Placement Assistance

• 8. Certification

• 9. Industry Partners

“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.” – Ronnie Screwvala

Digital

Marketing

Industry

to be worth US$

62 BN

in 2016

Why Digital Marketing?

1.5

lakh

Jobs in the

Digital

Marketing

Arena in India

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 other Ad type. This fast growing industry gives significant opportunities dynamic individuals to create careers that would not have been possible 10 years ago.

According to LinkedIn Digital marketing falls into the top 5 of most required skills for hiring in today’s world. There are approximately 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 leading to a high demand for professionals skilled in Digital Marketing. It is an 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 digital marketing.

Program

Outline

Who is

this for?

Whether you want to move into digital marketing 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 in a digital world.

Entrepreneurs and Business Executives

Reach your customers online. Attract leads, engage prospects and convert customers using an entire suite of Digital Marketing channels and strategies.

What can

you expect?

Deep dive into PPC Marketing, Social Media, SEO, Content Marketing & Analytics and understand the fundamentals in Branding & Marketing.

Master Skills & Tools

Acquire channel level skills, tactics & tools to attract quality traffic & convert them across digital sources.

Gain Campaign

Proficiency

Plan, execute & optimize detailed marketing campaigns across Google, Facebook & display networks.

Develop Holistic Strategies

Synergise strategies across several digital channels, deep dive into analytics & develop holistic marketing plans

Learning

Experience

Run Real

Campaigns

We believe you learn best from experience. Create a website in groups of 4 and promote it on digital platforms with a budget of Rs 15,000. You will get hands-on experience in both paid and organic marketing on social and search and on using Google Analytics to optimise your marketing spends.

Plan Performance Marketing Campaigns

Create a digital campaign on
multiple digital channels.

Apply Your Learnings On Advanced Concepts

Execute concepts like bidding and
creative ad optimization in real- time.

Achieve Business Goals

Evaluate the performance of
each channels in accordance to the marketing goals defined.

Mentoring

Get all your subject-related queries answered during 20+ hours of personalized mentoring sessions with in-house and industry experts.

Live Q&A with Instructors

Resolve all your queries regarding covered topics and how these apply to your job or business in these classroom-like online sessions with our Industry Instructors.

Case Feedback from Industry Professionals

Top performers in each of our Industry Projects get direct online coaching sessions with the Industry Professionals of the most reputed brands and agencies that we have partnered with.

Teaching

Assistant

Office Hours

Our in-house team of Digital Marketing ex- perts hosts office hours that you can use to address any of your academic and career related queries.

Case Studies

Our +120 learning hours have been designed around +15 real industry projects co-created with leading companies based past marketing challenges faced by them. Some of the case studies you will go through are the following:

HDFC

Life

Since the year 2000, the insurance industry has been transformed and grown at a rapid pace. The once monopolized market was opened to 24 players, thus, facilitating quick growth in terms of revenue and competition. Learn how HDFC used targeting and 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%.

Thomas

Cook

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%.

Grofers

One of the main challenges faced by Grofer’s, India’s leading hyperlocal foodtech company, was how to bring down the cost of acquisition. Being an urban brand most of their communication was in english and launching local language 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

The program focuses on learning and applying digital strategies & solving real industry business challenges. It is designed to equip you with the ability to create integrated Digital Marketing strategies according to industry standards and latest technology trends.

Module 1

Marketing & Branding Fundamentals

This module will build your basics in marketing. You will learn the concepts and tools necessary for any marketer to run any successful campaign or create powerful brands and strategies.

Topics Covered

• Definition of marketing

• Functions of marketing

• Marketing Mix – 4Ps

• Promotion Channels

Segmentation, Targeting, Positioning

• SWOT analysis

• Branding

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

Evolution of Marketing

To master marketing it is imperative to understand how it has evolved through the years. This module will teach you how marketing has changes its facettes over the years and how new technologies are used to create a superior marketing experience both for brands as well as consumers.

Topics Covered

• History of marketing

• Timeline of technologies adopted in marketing

Difference between Digital and Traditional 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

Understanding the Digital Journey

This module will introduce you to a fundamental concept in marketing known as the Purchase Funnel. Using this, you will learn how to select digital channels and relevant metrices along the Purchase funnel to influence your consumers in the right manner at each stage.

Topics Covered

Purchase Funnel		Customer Acquisition Cost
Zero moment of Truth (ZMOT)		Customer Lifetime Value
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

Designing and Building a Web Owned Presence

This module will help you understand the digital counterparts of the brand properties and the best practices for website design and user experience creation in varies with industries.

Topics Covered

• WordPress • Hosting Opportunities • Domains • Social media pages • UI/UX Development

• Wire framing • Plug-ins • Google Analytics • Google Search Console

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

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 relevant to your business.

Topics Covered

• Google’s search algorithm • Keywords Selection • On-page SEO strategy

• Off-page SEO strategy • Black-Hat SEO

•

SEO Tools

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

SEM

This module will teach you how to create search ads for the right keywords. You will also learn how to structure your campaigns and measure their performance which will help you reach the best results.

Topics Covered

PPC basics

• • Google Adwords • Types of search ads • Mapping search ads to the purchase funnel • Structuring a campaign in Adwords

• Targeting using Adwords • Negative keywords • Measuring performance and optimization • Ad copy A/B Testing • Google Shopping Ads • Gmail Sponsored Promotions

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

Display and Affiliate Marketing

In this module, you will learn how to create ads that can appear on websites and apps across the internet.

Display ads on an average get 4 times as many views as search ads. Understand display advertising, types of display ads and the roles of major ecospace elements such as advertisers and publishers. In this module, you will get an overview of real-time bidding and how to access ad exchanges using an ad network.

Topics Covered

• Publishers and advertisers • Types of display ads • Affiliate Marketing • Ad exchanges

• Demand-side and supply-side platforms • Ad networks • Google Display Network • Display Ad Builder

Outcome

You will be able to set up a display campaign in Google Adwords and use the performance data to optimize it. You would also understand types of display ads and major ecospace elements like, advertiser and publisher. You will get an overview of real-time bidding with examples. Also how to access ad exchanges using an ad network.

Module 8

Social Media Marketing & Optimization

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

Topics Covered

• Organic content on Social Media channels • Paid social media marketing • Mapping social media platforms to funnel stages

• Social media aggregation tools • Measuring social media campaign performance

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

Retargeting / 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 visitors on your website to customers.

Topics Covered

• Definition of remarketing • Cookie-based tracking • List-based remarketing • Google Analytics remarketing • Email-based remarketing

• Dynamic remarketing • Setting up lists in AdWords • Remarketing on Facebook • Measuring impact of 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

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 marketer’s perspective. You will learn how to write emails that help convert leads to customers or customers to repeat customers.

Topics Covered

Parts of an email

• • Types of marketing emails

• Building an email list • Segmenting an email list

•

Drip Emails

• Email automation • Using email automation tools

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

Mobile App Marketing

80% of total users in India use mobile to access the internet. Reach such users better by effectively promoting apps to increase its rate of installation using app store optimization. In this module you will learn how to use apps to market to a mobile audience.

Topics Covered

• Mobile usage trends • App as a marketing medium • App Store Optimization • Paid mobile marketing

ASO tool

• • App install tracking tools

• App engagement tools

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

Content Marketing

This module covers multiple methods you can use content across multiple digital channels like websites, social and SEO to increase traffic.

Topics Covered

• Creating an editorial calendar • Buyer personas • Keyword-based topic selection of content • Creating in-house content • Outsourcing content

• Content distribution strategy • Content marketing metrics

Lead hooks

• • Ebooks • White papers • 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.

Module 13

Web, Mobile & App 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.

Topics Covered

• Google Analytics

• Integrating Google properties Setting up goals in GA

•

• Custom views in GA

• Measuring page views

• Source attribution • UTM URL building • e-commerce analytics • Conversion tracking

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

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 to respond to lead activities to convert leads to customers.

Topics Covered

• Lead Fit-Indicators • Lead Interest Score-Indicators • Lead Grid (Sales Ready/Sales Qualified) • Lead Quality analysis by source • Lead Quality analysis by page visits

• Leads nurturing • Lead conversion rates measurement • Integration of CRM with marketing automation

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

Conversion Rate Optimization

This module will teach you how to build landing pages that increase the chances of a visitor converting to a lead.

Topics Covered

• Landing page building

• Writing persuasive content

•

Call to action

• A/B testing of landing pages

Hello bars

• • 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

Growth Hacking

In this module, you will learn a relatively new concept in marketing known as growth hacking. You will use data from past marketing efforts to identify opportunities that can create consistent growth with minimal efforts and resources.

Topics Covered

• Definition of growth hacking • Technical skills required • Intersection of product, tech and marketing SEO hacks SEM hacks

•

•

• Email hacks CRO hacks

• • Social media hacks and virality • Referrals

• Successful growth hacks

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

Defining a robust Digital 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.

Topics Covered

• Set channel-wise goals • Allocate budgets to channels • Estimate expected results from channels • Create marketing dashboards

• Identify gaps between expected and actual • Modify strategies based on results

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:

Google AdWords Search & Display Network

AppAnnie App Store Optimization

Google Webmasters (Search Console) - SEO

Google Analytics Web Analytics

Mixpanel Engagement Analysis

Optimizely A/B testing

Hootsuite Social Media Listening

Facebook Ads - Social Media Marketing

Unmetric Social Media Listening

HubSpot Email Automation Tool

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.

Syllabus

Design

Design the syllabus for UpGrad’s program in order to guarantee that the program is ex- tremely relevant to Industry needs

Lecturing

Work closely with UpGrad to create lectures in the Program. And also define learning objectives for modules, assignments & assessments for students.

Industry

Projects

Co-Create with UpGrad’s content team industry relevant case studies and projects based on past marketing campaigns of their company. They also mentor students and engage students in real-life projects.

Subject Matter Experts

We have tied up with the big leaguers of the industry who have shaped the digital world for years. We believe you need to learn from the best in class in order to join the digital elite of the coming years. Our experts have had elaborate and presti- gious association with leading brands like:

Ashok Lalla

An award-winning Digital and Brand leader, Ashok has over 22 years of marketing and business experience across industries, including over 16 years in Digital.

He has the unique distinction of managing worldwide Digital Marketing for two Indi- an-born global brands – Taj Hotels for 9 years, and Infosys for 3 years. He has also led Digital across India and South Asia for Mindshare and Havas where his clients included Unilever, IBM, Lenovo, Nike, Pepsi, Ford and Amex.

In this program, Ashok will share his perspective on all modules, point out most recent trends, fundamentals in each area and push you to think out of the box as a Digital Marketing leader.

Jaideep Prabhu

Jaideep Prabhu is a professor of marketing at Cambridge University. He is a member of the editorial boards of the Journal of Marketing, the International Journal of Research in Marketing and the Journal of Management Studies.

He is the co-author of Jugaad Innovation described by The Economist as "the most comprehensive book" on the subject of frugal innovation.

He has consulted leading digital brands such as Barclays, Vodafone, Nokia, Phillips. He is an alumnus of IIT-Delhi and the University of Southern California. In this program he will teach the fundamentals of marketing and branding.

Sakhee Dheer

Sakhee Dheer is currently leading Digital Marketing & Analytics for Microsoft APAC. She leads the APAC social media operations center and is responsible for driving APAC's end-to-end marketing measurement efforts (ROMI). Prior to this Sakhee has held multi- ple roles at Microsoft from working at Mic- rosoft IT India to leading Customer Partner Experience Programs for Enterprise Services in APAC.

During this program she will teach on web, mobile and app analytics.

Apurva Chamaira

Apurva Chamaria is a Vice President and the Head of Corporate Marketing at HCL Technologies, one of the leaders in the world’s IT Industry.

Apurva is author at Bloomsbury India and venture partner at EDUGILD, where he is advising StartUps in their digital strategies. He is the co-author of “You are the Key:

Unlocking Doors Through Social Selling.”, where he details out the opportunities for individuals to leverage social media for sales.

Before this, he was Sales Director and Head at HCL Technologies. He was also Business manager at Ranbaxy Laboratories. In this program he will teach in detail about how to build a robust digital marketing strategy and how to optimize conversions.

Prithviraj Banerjee

Prithviraj is Head of agency at DigitasLBi. He leads Strategic leadership across brands such as Nissan, L&T, Religare, HDFC Life etc. He also manages multidepartment team in Delhi and Mumbai office, and new business development. He has worked as Strategic Planning Head, Rediffusion Y&R - Mumbai and Everest Brand Solutions - India. He has worked with BBH in London and India, and started his advertising career with Leo Burnett.

In this program he will teach you how marketing has evolved over the years and what it means for the businesses.

Sujoy Golan

Sujoy Golan is the Head of Global Digital Marketing at Inmobi –the world’s largest mobile Ad platforms. He coaches startups and is a guest lecturer at IIM Calcutta, where he teaches students Digital and Growth Marketing.

Prior to his stint at Inmobi, Sujoy was a category head at FlipKart and has shaped their digital foray in India for years. Earlier, Sujoy shaped strategic initiatives at directi.

In this program, Sujoy teaches you retargeting, display marketing as well as affiliate and search engine marketing. He will guide you through tools and techniques to optimize your paid Digital Marketing knowledge.

Neville Medhora

Neville is the head of India Business at Rage Communications. A St. Xavier graduate, Neville has a had a very illustrious agency side career. Over a career spanning more than 20 years, Neville has worked at leading agencies like Rediffusion, JWT, TBWA, Saatchi & Saatchi.

In this program, Neville would teach website building and search engine optimisation.

Pradeep Shankar

Pradeep Shankar is the Senior Vice President at Rage Communications and head their Singapore office. Rage Communications is one of the leading Digital Agencies with clients including Airtel, CitiBank and HDFC.

He has over 17 years of experience. He is a proved leader in new age marketing ecosystem.

He has consistently delivered successful outcomes across multiple streams of advertising, marketing and digital communication practices.

Deepika Rodrigo

Deepika currently heads up the Australian operations for Rage Communications with a team of 40 people offshore. Rage Communications is a full service digital agency. She has over 14 years of Digital Marketing experience. Some of her key clients are Citibank Australia, The Westpac Group, BT Financial Group, AMP, Sydney Opera House and Rabobank.

Deepika would teach Website Building in UpGrad Digital Marketing Program.

Karan Sarin

Karan Sarin is the Head of Marketing at OnePlus India, where he is overseeing the foray and growth of one of the most innovative smart device companies in the world. Like no other brand, OnePlus, under Karan’s leadership has created frugal content marketing campaigns with immense impact.

Earlier, Karan was a Director at Flipkart, where he built Flipkart’s Gift Cards business from ground-up to a multi-million dollar business.

He founded Perkylane, an enterprise software (SaaS) company that provided on-demand employee benefits solution to more than thirty million small-medium sized companies in India.

In this program, Karan will teach you the depth of content marketing in a digital world.

Byomkesh Kumar

Byomkesh Kumar is a Senior Online Marketing Manager at WizIQ, is an award-winning online education platform that offers training and tutoring to more than 3 million people using the platform in more than 100 countries.

Earlier he was Head of Online Marketing and Analytics at JUSTEAT.IN. He is an alumnus of IIT Kharagpur and IIM Kozhikode.

Sumit Verma

Sumit Verma is a Senior Manager of Digital Marketing at Grofers, where he leads Grofer’s Digital Marketing Initiatives and optimizes the digital initiatives at one of the leading digital-first brands in India.

Before joining Grofers, Sumit worked with Facebook, where he was part of the Global Marketign Solutions Team and identified new strategies for the world’s largest social media network. Sumit has extensive domestic and global experience in Digital Marketing with an extensive exposure to a gamut of areas including strategy, operations, customer relationship management and analytics. He is an alumnus of Symbiosis Institute of Telecom Management.

In this program he will teach you the concept of mobile app marketing and equip you with everything required to market your app successfully.

Placement

Assistance

Interview for the digital marketing roles of your liking. Get all the guidance you need for writing your CV and preparing for the interviews.

Select the right

profile for you

Based on past work profile and personal strengths, we would help you identify the right job profile and right companies to work for.

Prepare for your interviews

Through personalised career mentoring with our in-house experts, we would get you ready to highlight your skill and experience in the best manner. This includes everything from preparing a resume to what and how to highlight personal qualities and experience in an interview.

Get shortlisted by our industry partners

Our industry partners would receive profiles and program score sheet of the students, and they would shortlist suitable candidates for various positions.

Hiring logistics are

taken care of by us

Like a placement cell in a university, UpGrad facilitates the hiring process through a career fair where you get the chance to interact with some of the leading brands and agencies of India.

Certification

In order to further build your personal brand as a leader in the digital marketing space, we have partnered with IAMAI – Internet and Mobile Association of India – India’s official industry body with network partners across all industries, brands and agencies – both digital and traditional.

IAMAI is the only specialized industry body in India representing the interests of online and mobile enabled industries. IAMAI works together with all industry stakeholders, in order to create a more online and mobile landscape in India.

On completion of this program you will receive an official Certificate by IAMAI in association with UpGrad to get optimal exposure to job opportunities through an industry-recognized certification from the most significant industry body of the country.

This program will provide you more than enough expertise to pass all Google and Facebook certifications.

Digital Marketing

Program

Next batch starting 18th August 2016

https://upgrad.com/programs/digital-marketing/

https://upgrad.com/programs/digital-marketing/

https://upgrad.com/programs/digital-marketing/

Reach out to us at: 022-61562128; 022-61562106