in association with
Complete the program successfully and recieve a Post Graduate Certification in Digital Marketing & Communication, along with individual PG Certifications in the specialisations you choose. You also receive official MICA Alumni Status and get to be a part of a community of Marketing Leaders
Upon running the FB campaigns and completion of the Facebook module, you will receive official certification from Facebook and UpGrad in business growth using FB.
Learn digital strategies on website building, SEO, SEM, Display, Social Media, User nurturing, Email, Mobile Marketing, Content Marketing, Analytics as well as Integrated Digital Strategies. Plus, learn tools such as Adwords, Facebook Business Manager, Google Analytics, Woorank and many more.
Experience Real Business cases of brands such as Star Sports social media campaign, Thomas Cook’s microsite approach, Grofers hyperlocal ad targeting & more. Further, run Live Campaigns with real money on Facebook, Google Adwords & Display Channels.
Interact with Faculty & Industry Experts, get 1-on-1 feedback on your industry projects. Apply for suitable digital marketing profiles through our career support. We will help you select and prepare for interviews in 1-on-1 mentoring sessions.
This program has been designed in collaboration with MICA Faculty & Marketing Leaders.
Associate Professor, Marketing Chair, Online Programs
Head - Digital Marketing Facebook APAC
Associate DeanIndustry Partnerships, Digital Platform & Strategies
Head - Corporate Marketing
Associate DeanProfessor & Area Leader, Strategic Marketing
Professor of Marketing
Head of Agency
Founder & Marketing consultant
Head - Marketing
Founder - Smarthome NX
Former Digital Head
Sr. Vice President
Head - Marketing
Independent Digital and
Founder and Head - Digital
MICA, established in 1991, is one of the premier business management institutions in Asia-Pacific, known for its prowess towards integrated marketing strategy & communication. MICA has educated thousands of Marketing & Business Leaders in the last 25 years, with Alumni stalwarts such as Kunal Jeswani, (CEO of Ogilvy & Mather India); Athreyan Sundarajan (VPN Commercial Strategy and Communication at FOX APAC); Swati Rai (Global Marketing Solutions at Facebook) and many more. Benefits of being a MICA Alumni include -
Duration : 2 weeks | Jaideep Prabhu, Cambridge University, Prof. Rajneesh Krishna, MICA
To master marketing, it is imperative to understand how marketing has evolved over time. This module will help you:
Industry Project: Apply your marketing fundamentals for Momoe, a payment app for B2B and B2C sector.
Duration : 1 week | Prof. Siddharth Deshmukh, MICA, Rajeev Sharma, Former digital head- JWT
To connect with the consumer, it is essential to learn the most effective ways of communicating with the onset of Digital. In this module you will learn:
Case Study: Learn how marketing has transformed in the Digital Age with UTI Mutual Funds.
Duration : 2 weeks | Anshul Khandelwal, Marketing Head, UpGrad
To deep dive into each Digital channel, you need to first understand the Digital Marketing landscape and how we measure performance across each of these. In this module you will deep dive into:
Industry Project: Analyse the performance of an online business with respect to business level metrics of CAC and LTV.
Duration : 2 weeks | Romil Desai, UI/UX Head ,UpGrad, Anshumani Rudra - Ex VP Practo, Anish Tripathi - AVP Design BookmyShow, Gaurav Joshi - Head of Design, Housing.com
In this module you will learn how UI & UX are essential elements that a marketer needs to understand in order to 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. This will include creating Information architecture and designing the wireframe.
Duration : 3 weeks | Prof. Falguni, MICA, Sumit Verma, Senior Manager-Digital Marketing-Grofers
On social media, content is the driving factor. With this module you will be able to:
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: 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: On successful completion of the social media module including Facebook content, you will receive an exclusive certificate from Facebook highlighting your expertise in Digital Marketing using Facebook strategies.
Duration : 1.5 weeks | Pradeep Shankar, President- Rage communications, Neville Medhora, VP and Head of India business, Rage communications, Dinesh Vernekar, Product Manager, Walnut
95% of search result clicks happen on the first page of Google results. With this module you will be able to:
Case Study: Learn how Thomas Cook created a microsite for it’s new travel segment, which increased Thomas Cook’s organic traffic many folds.
Duration : 1.5 weeks | Sujoy Golan, Former Head-Global digital marketing- InMobi
This module will help you:
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.
Industry Project: You will be creating a search campaign for an e-commerce business, and decide how to create campaign structures with keywords and ad groups and further analyse the performance of the campaign.
Duration : 1 week | Sujoy Golan, Former Head-Global digital marketing- InMobi
Display ads on an average get 4 times as many views as search ads. In this module, you will:
Duration 2 weeks | Karan Sarin, Chief Marketing officer- Razorpay
Companies spend, on average, 25% of total marketing budgets on content marketing. This module will help you:
Case Study: Learn how Click Asia used frugal content marketing techniques to overcome the paid campaign roadblocks which lead to a successful Click Asia summit event.
Duration 3 weeks | Michael Leander, CEO- Markedu, Sujoy Golan, Former Head-Global digital marketing- InMobi
User Nurturing is a critical marketing function to transform prospects into revenue generating customers. As part of this module you will learn 3 essential elements:
Email is one of the most effective channels of paid marketing since it is highly targeted and you communicate directly with the user. On completion of this module, you will be able to:
95% of a website's visitors do not carry out any transactions on their first visit. Learn how remarketing functions so as to not lose potential customers. On completion you will be able to:
For a campaign to be successful connecting marketing efforts to sales efforts is imperative. With this module:
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.
Duration 2 weeks | Sakhee Dheer, Digital Marketing lead, Asia Pacific- Facebook
Unlike in traditional marketing, performance of every campaign can be measured in digital marketing using analytics. With this module:
Case Study: See how UpGrad measures and optimizes data for one of its online programs, across multiple traffic channels such as Google, Facebook & Organic mediums.
Duration 1 week | Lijo Isac, VP-Growth marketing- Practo
Creating growth is one of the more advanced marketing functions, that also interplay with product and have tech involvement. This module will help you understand:
Case Study: Nearbuy used innovative growth techniques to build awareness and engagement for the popular Batman Vs Superman movie.
Duration 2 weeks | Apurva Chamaria, VP-HCL
At this stage, you will be able to:
Across the program you will be training in various aspects of mobile marketing and cross device marketing. The different elements where we’ll be covering mobile are:
You will receive the download link in your email.