&

Advanced Certificate in
Digital Marketing and
Communication
26 weeks Core + 6 Weeks Per Specialisation | Online

CHOOSE FROM
Executive Track Management Track
The 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.

upGrad Enterprise promises to equip your team with the perfect mix of business
acumen and technical capabilities, to develop future-ready, well-rounded marketers.

Ronnie Screwvala
Executive Chairman &
Co-founder
upGrad
MICA - The School Of Ideas, established in 1991, is one of the premier business
management institutions in Asia-Pacific, known for its prowess towards Integrated
Marketing Strategy, Digital Transformation Management, Marketing, Creativity and
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

FALGUNI VASAVADA-OZA SAKHEE DHEER

Professor Head - Digital Marketing
MICA Facebook APAC

JAIDEEP PRABHU KARAN SARIN

Professor of Marketing CMO
Cambridge University Razorpay

DHAVAL DOSHI SIDDHARTH DESHMUKH

Managing Director (India) Adjunct Faculty & Senior Advisor
Location Bank MICA

RAJNEESH KRISHNA ANITA BASALINGAPPA

Associate Dean and Professor Professor
MICA MICA

APOORV SHARMA NIKHIL KANT

Marketing Communications Head of Brand
Apple Even

C.D. MITRA PRADIP LAL

Adjunct Faculty Product Marketing Consultant
MICA The Digital Lalp
INSIGHTS FROM
ACADEMICIANS & INDUSTRY EXPERTS

HITESH MOTWANI VISHAL JACOB

Director Marketing Chief Digital Officer
Skillopedia Wavemaker

SIDDHARTH KAPUR MICHAEL LEANDER

Business Head CEO
Danone Markedu

KAVITA JHUNJHUNWALA KEDAR KULKARNI

Founder Business Director
Avocado Tree Digital Puretech Digital

JOYDIP GHOSH
Director Digital Marketing
Zenoti
WHY MICA?
MICA - The School of Ideas, established in 1991, is one of the premier business
management institutions in Asia-Pacific, known for its prowess towards
Integrated Marketing Strategy, Digital Transformation Management, Marketing,
Creativity and 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

Experienced Case Studies & Projects

Solve case studies from Star Sports, Zivame, and more
Solve industry projects including live projects on Facebook, Google Search & Display,
Stukent Simulation

Customised Tracks for Sharper Outcomes

Executive Track: Learn DM basics, campaign execution and hands-on tools knowledge
Management Track: Learn how to build, run and optimize digital marketing campaigns
DIGITAL MARKETING
TOOL BOX
This program will give you hands-on experience on multiple tools.

Hands-on Tools

You will also have access to ‘90+ tools’ walkthrough videos. Some of them are
listed below.

SEO Tools:
 SMM Media
Social Tools: Marketing Tools:

Keyword Research Tools:

Analytics:
Website Design:

Others:

WHO IS THIS
PROGRAM FOR?
Whether you want to move into digital marketing or drive growth for your business
through digital platforms, this program is the right one for you. The 2 tracks enable
professionals to transition into roles across the Digital Marketing hierarchy. Profes-
sionals who will find this program useful are:

1. FRESHERS 4. ENTREPRENEURS

2. TRADITIONAL MARKETERS 5. SALES PROFESSIONALS

3. BRAND AND
COMMUNICATION
MANAGERS
HOW DOES THIS
PROGRAM WORK?

DIGITAL MARKETING AND COMMUNICATION

(4 weeks)
Fundamentals of Marketing,
Customer Centricity,
Digital Marketing Channels and Metrics

Choose 1 out of the Two Customised Tracks

EXECUTIVE TRACK MANAGEMENT TRACK

22 weeks 22 weeks
(10 - 12 hrs/week) (8 - 10 hrs/week)
Understand DM Build, run, strategize,
Basics and setup analyse and optimise digital
and run campaigns on marketing campaigns - SEO,
5+ tools SEM, Social Media, etc.

Students can avail the option of choosing specialisation/specialisations as per their

interest. There are 4 specialisations (6 weeks each) to choose from:

BRANDING & COMMUNICATION

+
DIGITAL MARKETING SOCIAL MEDIA & CONTENT MARKETING
AND
COMMUNICATION
(CORE)
MARKETING ANALYTICS

MARKETING COMMUNICATION - PR
PROGRAM
CURRICULUM
EXECUTIVE TRACK

FUNDAMENTALS OF MARKETING: JOURNEY FROM

TRADITIONAL MARKETING TO DIGITAL MARKETING
- Get introduced to the basics of Marketing.
- Understand different digital marketing channels.

CUSTOMER CENTRICITY
- Understand the importance of being a customer centric brand.
- Understand the motivations of the customer in the buying process.

DIGITAL MARKETING CHANNELS AND METRICS

- Identify the digital marketing channels, their capabilities and the customer journey
through the purchase funnel, along with key metrics at each stage.

DESIGNING AND BUILDING A WEB OWNED PRESENCE

- Understand the visual elements of website.
- Create better landing pages to bring in more conversions.

BLOG CREATION
- Get hands-on experience of different tools for finding the perfect domain name.
- Buy Domain Name/WordPress and start web hosting.

SEO
- Understand the perspective of how Google's search algorithm works (Crawling,
Indexing, Ranking).
- Develop knowledge of SEO tools such as Keyword Planner, Ubersuggest,
SeoSitecheckup, etc.

SEM
- Understand what is search engine marketing, what are the different objectives
which can be achieved through SEM campaigns.
- Identify the different elements of an SEM campaign and how ad auction works.

DISPLAY ADVERTISING
- Google Display Network - The complete process.
- Understand how programmatic ad buying works.
SOCIAL MEDIA MARKETING
- Create a social media presence from scratch. (Facebook or Instagram Page).
- Create social media progress report to senior marketing management.

EMAIL MARKETING
- Role of email marketing, types of emails, email marketing objective.
- Build an automated email campaign (Drip Campaign).

CONTENT MARKETING
- Identify and create the right types of content to achieve your marketing
objectives.
- Build a distribution plan though content calendar mapping channels and
content.

WEB ANALYTICS
- Understand traditional marketing analytics vs. Digital Marketing analytics
- Extract data and analyse reports from Google Analytics

DEFINING A ROBUST MARKETING STRATEGY

- Build an integrated marketing strategy.
- Create a channel mix and content strategy.

CAPSTONE PROJECT AND ECOMMERCE BOOTCAMP

- Apply the learnings from the program and build an end-to-end strategy for a
brand campaign
- Learn how to manage and sell your products through online marketplaces/owned
channels

SOFT SKILLS
- Identify and demonstrate best practices of verbal, non-verbal and written
communication as digital marketer.

MANAGEMENT TRACK

FUNDAMENTALS OF MARKETING
- Get introduced to the basics of Marketing.
- Understand different Digital Marketing channels.
CUSTOMER CENTRICITY
- Understand the importance of being a customer centric brand.
- Understand the motivations of the customer in the buying process.

DIGITAL MARKETING CHANNELS AND METRICS

- Identify the digital marketing channels, their capabilities and the customer journey
through the purchase funnel, along with key metrics at each stage.

DESIGNING AND BUILDING A WEB OWNED PRESENCE

- Understand the visual elements of website.
- Create better landing pages to bring in more conversions.

SOCIAL MEDIA MARKETING

- Collect customer data and analyses interactions and visits, plus uses this information
to create comprehensive reports and improve future marketing strategies and
campaigns.

SEO
- Perform an SEO audit for a website to identify the gaps.
- Suggest improvement strategies to fill the identified gaps.

SEM
- Identify the different elements of an SEM campaign and how ad auction works.
- Measure and Optimise Search Ad Campaigns - Metrics for Tracking Campaigns,
mid-campaign interventions to improve results

DISPLAY ADVERTISING
- Understand the Programmatic Ad Buying Process.
- Learn to run and interpret results of a display ad campaign.

USER NURTURING: EMAIL, REMARKETING, LEAD

QUALIFICATION
- Analyse leads based on the lead scores and grades.
- Design and run an Email Marketing Campaign.

CONTENT MARKETING
- Map different content types to relevant digital marketing channels.
- Analyse Content Marketing metrics and reports

WEB ANALYTICS
- Choose relevant metrics and design custom metrics.
- Build custom dashboards for executive reporting and take decisions based on insights.
DEFINING A ROBUST MARKETING STRATEGY
- Build an integrated marketing strategy.

PLANNING DIGITAL MARKETING RESOURCES

(AGENCY VS TEAM)
- Identify need for an Agency.
- Understand the key skill sets required in a DM team.

CAPSTONE PROJECT AND ECOMMERCE BOOTCAMP

- Apply the learnings from the program and build an end-to-end strategy for a
brand campaign
- Learn how to manage and sell your products through online marketplaces/owned
channels

SOFT SKILLS
- Identify and demonstrate best practices of verbal, non-verbal and written
communication as digital marketer.
PROGRAM
CURRICULUM
FOR 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 optimising
campaigns.
- Demonstrate various qualitative and quantitative techniques to measure brand
equity.

INTEGRATED MARKETING COMMUNICATION

- Build and managing online as well as offline communities, media, PR and brand
reputation management.
- Illustrate elements of the marketing communications that can be used based on
the different stages of the product life cycle.
- Create an integrated marketing communications strategy for your brand.

INTERNATIONAL BRANDING
- Identify different branding strategies and their suitability to different kinds of
businesses before going global.
- Analyse and understand the consumer behaviour and build brand strategies in
emerging market economies.
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
recognisable 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 personalised
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.
- Learn about tools such as Google Analytics, Google Tag Manager, Branch.io, Clever
Tap, SQL, XLStat, Excel Data Analysis Toolpak etc.
MARKETING COMMUNICATIONS WITH FOCUS ON
PUBLIC RELATIONS

CAMPAIGN PLANNING
- Situation analysis.
- Defining communication objectives.
- Defining target audience and building buyer persona.
- Identify the USP for your communications.

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.

DEVELOPING CREATIVE COMMUNICATIONS

- Creativity and idea generation.
- Defining customer centric communication.
- Writing creative briefs.
- Proposal writing.
- Marketing communication tools.

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.
- Influencer and analyst relationships.
- Online reputation management.
- 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.
CAREER
IMPACT
1. JOB PLACEMENT
Get an opportunity to interview for 300+ hiring companies partnered with upGrad.
Process involved:
Connect with companies that are the best match for you
Be the first to know about the vacancies to gain an edge in the application process

2. CAREER COUNSELLING
Get personalized career pathing from industry experts to chart out the best
opportunities based on your interests.
Process involved:
Determine strengths and weakness of a student
Set goals for better employment results.

3. RESUME FEEDBACK
Our experts will also help you understand the expectations of the industry so you can
prepare your resume better.
Process involved:
Evaluating your resume as a prospective employer
Determining areas that might require additional emphasis
Get best resume tips and strategies to land your dream job

4. INTERVIEW PREPARATION
These interviews are customized to the roles that you are applying for. Feedback is
also provided at the end of the interviews.
Process involved:
Giving detailed review of the interview
Identifying what you did well and ways to improve
Giving objective feedback about your competencies in relation to job application.
UPGRAD
LEARNING EXPERIENCE

STUDENT SUPPORT TEAM

Student Support is available 7 days a week, 24*7
You can write to us via [email protected] or for urgent queries, use
the "Talk to Us" option on the Learn platform.

INDUSTRY MENTORS
Receive unparalleled guidance from industry mentors, teaching assistants
and graders.
Receive one-on-one feedback on submissions and personalised feedbacks
on improvement.

Q&A FORUM
Timely doubt resolution by Industry experts and peers.
100% Expert-verified responses to ensure quality learning.

EXPERT FEEDBACK
Personalised expert feedback on assignments and projects.
Regular live sessions by experts to clarify concept related doubts.

PROGRAM CONTENT ACCESS FOR 3 YEARS

Enjoy continuous access to the recorded content for 3 years
ADVANCED CERTIFICATE FROM
MICA AND UPGRAD
Complete all the modules successfully and receive an Advanced Certificate in
Digital Marketing and Communication and MICA Executive Alumni Status. Join a
vibrant digital marketing community and become part of one of India's top
marketing universities.

1. Advanced Certificate from MICA

2. Join MICA Executive Alumni Network
3. Easily shareable across LinkedIn, Naukri, etc.
4. Valedictorian ceremony at the MICA campus
Recommended: Hubspot Certifications
• Validate your expertise with certifications from Hubspot. The course content offered by
upGrad & MICA is exhaustive enough for you to clear their certification tests.
• Learn the inbound methodology and the flywheel as a core part of any inbound business.
• Get an overview of how to become an effective content marketer.
• Make your resume stand out with accreditations from top brands.
• Please note: These certifications are recommended by upGrad and are not included in the
course. Speak to our admissions team to know more.

Recommended: Google Certifications

• Validate your expertise with certifications from Google. The course content offered by upGrad
& MICA is exhaustive enough for you to clear their certification tests.
• Generate a plan to increase awareness, consideration, action and retention using Google Display.
• Develop a plan to reach new and existing customers with Google Display Audiences.
• Make your resume stand out with accreditations from top brands.
• Please note: These certifications are recommended by upGrad and are not included in the
course. Speak to our admissions team to know more.
Recommended: Meta Blueprint Certifications
• Validate your expertise with Meta Blueprint certification. The course content offered by upGrad &
MICA is exhaustive enough for you to clear their certification tests.
• Choose from a wide array of domains to specialise in, including, Media Buying, Media Planning,
Creative Strategy, and more.
• Make your resume stand out with accreditations from top brands.
• Please note: These certifications are recommended by upGrad. On successful program
completion, you would receive upGrad & MICA’s Advanced Certificate in Digital Marketing &
Communication, and upGrad & Facebook’s Growing Business with Facebook certifications only.
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

Advanced Certificate in Digital Marketing & Communication - August 2021

Access anytime
on the web at
learn.upgrad.com
or Mobile App

Advanced Certificate in Digital Marketing & Communication - August 2021

Course Overview

Advanced Certificate in Digital Marketing & Communication - August 2021

Calendar

Advanced Certificate in Digital Marketing & Communication - August 2021

Peer-to-peer
Discussion Forum
STUDENT REVIEWS

Roshni
Account Manager, Javis

MICA was one of the places I wanted to attend but I wanted to

continue my job too. upGrad made that possible.

Sonshree Deshpande
Digital Strategist, Freelancer

At work, it helped me create authority over the areas I used to be

uncertain about earlier which resulted in better insights and in-depth
reporting.

Mani Kandan
I was so sceptical about the program and the outcome of the course
as I don’t have any management or marketing background, but the
course never gave me the chance to look back at my decision.

Abhiram Dhankar
Client Relations Manager, Kochhar & Co.

The learning journey with MICA & upGrad was a thrilling experience.

Aaishwarya Mathur
Corporate Communications, Biocon

upGrad has an expertise in designing a program delivery which is

effective and can be easily understood. I would surely recommend
everyone to enroll for this program.
PROGRAM
DETAILS
DURATION
26 weeks core + 6 weeks per specialisation

PROGRAM FEE

BASE PROGRAM + 1 SPECIALISATION

Total Learning Duration - 32 Weeks | INR 1,09,045 (Incl. Taxes)
BASE PROGRAM + 2 SPECIALISATIONS
Total Learning Duration - 38 Weeks | INR 1,26,745 (Incl. Taxes)
BASE PROGRAM + 3 SPECIALISATIONS
Total Learning Duration - 44 Weeks | INR 1,41,495 (Incl. Taxes)
BASE PROGRAM + 4 SPECIALISATIONS
Total Learning Duration - 50 Weeks | INR 1,56,245 (Incl. Taxes)

ELIGIBILITY SELECTION PROCESS

Bachelor's or Equivalent Degree* Note: There is no entrance exam for this program

ADMISSION PROCESS

Fill the Application Form Get shortlisted

01 Apply by filling a simple
application form
02 Candidates will be shortlisted
based on application submitted

Pay and Start Learning

03 An offer letter will be rolled out to the selected few
candidates. Secure your seat by paying the
admission fee

FOR FURTHER DETAILS, CONTACT

[email protected]
1800 210 2020 (*We are available 24*7)
COMPANY INFORMATION
upGrad Education Private Limited
Nishuvi, 75, Annie Besant Road, Worli, Mumbai - 400018
www.upgrad.com | [email protected] | 022 61562111 or 022 61562153