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UpGrad Student Athul Uday on Rethinking Marketing Frameworks

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20th Feb, 2018
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UpGrad Student Athul Uday on Rethinking Marketing Frameworks

I lead the marketing team for a firm with a legacy of B2B technology solutions and can say with utmost confidence that a dynamic shift is happening in the marketing industry. The industry, as well as my company, is undergoing a massive transformation in terms of needs, wants, audiences and solutions. This transformation requires all teams, but most importantly the marketing team, to rethink its approaches to customer acquisition and thought leadership. Digital transformation isn’t just a requirement anymore but a necessity.

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While I’m not new to digital marketing tools, the situation warranted I brush up my framework thinking. It was in this context that I decided to enroll in UpGrad’s PG Certification in Digital Marketing & Communication.

Personally, I have used several ed-tech platforms including Coursera and Edx but I found the learning experience in UpGrad to be deeply immersive and engaging – several notches above other stated platforms. The technology product and its interface is gorgeous. Smooth as silk and solid as a diamond.

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Athul Uday on Rethinking Marketing Frameworks
I absolutely adore how social interactions have been built into the product in the form of discussion forums. It takes networking and discussions to another level. Gamification is done exceedingly well with leaderboards, fun badges, and threaded replies. Content is highly abstracted and a lot of thought seems to have been put in the making. Even the short video lectures of ~4mins, pack a punch. You are in for a fun intellectual ride, but may I warn you that these are not easy videos that can be consumed while taking a metro ride. The case-based learning is at the heart of this course. The cases are a fine mix of global and local, B2B and B2C – both old and new.

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If you like stories, you’ll definitely enjoy the lectures! The curriculum is designed to impart framework thinking. If you are looking for materials that will help you quickly set up a Google Adwords Campaign up and running, look elsewhere. The course from UpGrad, will make you think why, when and how programmatic advertising should fit into your scheme of things.

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If you wish to explore and become an expert in Digital Marketing, check out upGrad & MICA’s PG Certification in Digital Marketing & Communication. Become an expert in social media marketing, content marketing, branding, marketing analysis and PR.

Explore the Digital Marketing courses at upGrad.


Athul Uday

Blog Author
Athul Uday is currently leading the Marketing efforts at Kirusa -a voice-over-data company, with a focus on African markets. In past, co-founded, built and transformed Happy Cook into one of the most loved Food-tech brands in Bengaluru. He is one of our students in UpGrad Executive Program in Strategic Digital Marketing Program with Cambridge Judge Business School.
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Frequently Asked Questions (FAQs)

1How can I stay relevant as marketing gets evolved over time?

The digital revolution has taken the world by storm. Across fields and industries, a lot of job roles have now become incompatible with the changing times as technological advances threaten to render these positions irrelevant. To stay relevant, it would be a good idea to regularly connect with industry experts and conduct your own research to find out the new in-demand skills in your field. Then, pursuing online courses and certifications to upgrade these skills can help you in not only mastering the same but gaining tangible proof for the same which would be readily accepted and appreciated by current and future employers.

2Why should I study marketing?

Marketing can be a rewarding pursuit. With respect to the new and ever-increasing opportunities in this field, it would be an easy choice for all those who find themselves passionately looking up and reading about innovative marketing concepts and strategies. Studying marketing can not only help you in carving a bright corporate future, but fundamental concepts of the same could even help you in case you ever plan on setting up your own business. Skills like SEO are relevant across fields. Most importantly, you will be seeking an in-demand profession that is evergreen with opportunities.

3How can marketing case studies help with learning?

By reviewing old and new marketing case studies, something that is at the core of upGrad’s online certification in digital marketing and communication, students get to develop an in-depth understanding of what has worked for some businesses, what has not, and learn to recognize the deciding factors between good and bad marketing strategies and choices. There is no formula for marketing. Every brand must evolve its own set of smart marketing choices that complement its position, values, and goals for the future. Looking at case studies broadens one’s perspective and thus, helps in doing the same.

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