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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.
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.
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.
PROGRAM
HIGHLIGHTS
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.
+
SOCIAL MEDIA & CONTENT MARKETING
DIGITAL MARKETING
(CORE)
MARKETING ANALYTICS
MARKETING COMMUNICATION - PR
The core program focuses on learning and applying digital strategies & solving real
business challenges.
Industry Project
Apply your marketing fundamentals for Momoe, a payment app for B2B and B2C
sector.
Industry Project
Analyse the performance of an online business with respect to business level metrics
of CAC and LTV.
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.
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.
Case Study
Learn how HCL used content marketing techniques to overcome the paid campaign
roadblocks for B2B content marketing.
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.
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.
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.
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
CAMPAIGN PLANNING
Situation Analysis
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
Proposal Writing
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
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
& LEARNING
PROGRAM FEE
₹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
PREKSHA SHETTY
Chief Admissions Counsellor
digitalmarketing@upgrad.com
COMPANY INFORMATION
upGrad Education Private Limited
Nishuvi, 75, Dr. Annie Besant Road
Worli, Mumbai - 400018