POST GRADUATE PROGRAM IN

STRATEGIC
DIGITAL
MARKETING
Online Learning with Mentorship | Dedicated Career Assistance
INTRODUCTION
In this digital empire we live in, there are
many rewards waiting for those who connect
companies with customers.
Any effective marketing campaign today needs
to include digital marketing. As people spend
more time online, it’s simply one of the best
avenues to reach them. But there are new apps
and platforms that crop up everyday, which
makes digital marketing both challenging and
exciting.
That’s why companies always need professionals
who can bring fresh ideas with a vision towards
the future.
Digital marketing has something for everyone.
Like to write? Jump into Content Marketing.
THE FUTURE IS DIGITAL MARKETING
Online advertising is expected to reach
$329 billion by 2021, accounting for
49% of all global ad spend.
Source: Zenith
The average return on investment
from email marketing stands at 122%.
Source: Lauro Media
Have a head for numbers? Look at Marketing
Analytics. Love having your voice heard? Social
Media Marketing is where it’s at.
Dive into the exciting world of digital marketing
with the Post Graduate Program in Strategic
Digital Marketing from Great Lakes and Great
Learning. It’s been designed to help you build
the skills you need for an amazing digital
marketing career, in a fun-filled project-driven
learning experience.
You will learn from accomplished digital
marketers to get the advantage of industry
knowledge even before you begin your
job. Speaking of jobs, our dedicated career
assistance also ensures that you find the one
that’s just right for you.
93% of all online interactions start with
a search engine.
Source: Search Engine Journal
62% of customers now expect companies
to anticipate their digital needs.
Source: Salesforce
2
AN IMPROVED PROGRAM EXPERIENCE TO MAKE YOU JOB-READY

PG PROGRAM IN
STRATEGIC DIGITAL
MARKETING V.22
An enhanced program experience for a rewarding digital marketing career
The PGP-SDM V.22 is a brand-new version to prepare you for an industry that changes every day,
with a more comprehensive curriculum, increased industry focus and hands-on learning.

Old
SDM
Version V.22
Digital Marketing Tools Covered 18 36

Pre-work - To prepare you before the course starts No 2 Weeks

Performance Marketing Module 6 weeks 8 weeks

Dedicated time for Personal Digital Footprint creation No 4 weeks

Design thinking & UI/UX module No Yes

Digiquest Case Study Competition No Yes

Case studies from brands like Airbnb, Hotstar, Mercedes etc No Yes

Digital Marketing Certification assistance 5 9

Marketing Experimentation No Yes

SEO (Strategy + Hands-on tools) 1 week 2 weeks

(without tools)

Upskill with the new and comprehensive PGP-SDM V22 to power ahead in your career.

3
POWER AHEAD
IN YOUR CAREER
WITH DIGITAL
MARKETING

If you can adapt to change and are passionate about learning, you can build a rewarding Digital
Marketing career. In the age of the internet revolution, people who choose to pursue a career in digital
marketing can work in virtually any industry and find endless opportunities for growth.

DIGITAL MARKETING -
A RAPIDLY GROWING DOMAIN
The Digital Marketing career scope in
the Indian internet industry is going
to be worth $160 billion by 2025.
- Goldman Sachs Report
The Digital Marketing industry had a
market size of $199 billion in 2020 and is
expected to reach $250 billion by 2023.
- Statista

BECOME AN IN-DEMAND
DIGITAL MARKETING PROFESSIONAL
There are 40,000+ digital
marketing job openings on
Naukri for freshers in India.
- Naukri.com
The starting salary for digital Candidates with relevant digital
marketing professionals marketing experience have a
ranges between 4.5 LPA to salary range of 18 - 25 LPA.
6.5 LPA. - IIDE - Glassdoor

The digital marketing field did not exist 20 years
ago. The digital explosion has changed the way
people communicate and how businesses sell
their products and services and as businesses
grow, the demand for digital marketers will
continue to skyrocket.
If in 2022 you’re looking for a career that will
provide you variety, excitement, and learning
opportunities, digital marketing is the most
rewarding career to pursue.

4
BECOME A JOB-READY
DIGITAL MARKETER

Excited to start your digital marketing career?

Here’s how this program will put you on the
ACCESS REWARDING
right path. CAREER PATHS
• Become a digital marketing expert with the DIGITAL MARKETING MANAGER
ability to run live campaigns across various
digital channels and media SEO/SEM SPECIALIST

• Learn industry-standard tools like Google

CONTENT STRATEGIST
Adwords, FB ads, Google Analytics and so
many more.
ENTREPRENEUR
• Be an affiliate marketer/influencer and
manage your digital brand SOCIAL MEDIA MANAGER

• Learn to optimize and make marketing an DIGITAL SALES MANAGER

effective revenue generator for your brand
PERFORMANCE MARKETER
• Learn to use content across platforms
to effectively communicate your brand’s
AFFILIATE MARKETER
message and values

ACCESS DEDICATED CAREER ASSISTANCE

Get closer to your dream digital marketing job with dedicated career assistance from Great Learning.

Access to exclusive job postings every month 1:1 mock interview with industry experts

Personalised resume & Linkedin review Career mentorship from industry professionals

10,000+ 50%
PLACEMENTS AVERAGE SALARY
HIKE

5
1200+ HIRING
PARTNERS

and many more.

A PROGRAM EXPERIENCE DESIGNED

FOR CAREER SUCCESS
BUILD SKILLS FOR SUCCESS
Set up live campaigns for more than 15 use
cases through labs and projects across various
platforms using digital marketing
GET A CERTIFICATE
FROM THE BEST
Get a post-graduate certificate from the Great
Lakes Executive Learning, which is ranked
among the top 10 institutes of the country

SHOWCASE YOUR EXPERTISE

The capstone project is a mandatory
application-oriented industry project
undertaken by all candidates to develop the
acumen to solve real-life business problems in
collaboration with their mentors
LEARN THE TOOLS
OF THE TRADE
This course will equip you to clear all industry-
relevant certifications offered by Facebook,
Google, Hubspot and Hootsuite

GAIN IN-DEPTH KNOWLEDGE

LEARNING FOR LIFE
The program covers a diverse set of concepts
Learners will get access to the content
and technologies that prepare you well beyond
up to 3 years after the program completion
just industry certifications

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PROGRAM CURRICULUM
The program curriculum is constantly updated according to industry developments to
give you the most cutting-edge learning experience.
PRE-WORK
• Marketing Mix for Product- 4Ps and 4Cs
• Marketing Mix for Services -7 Ps
• Marketing Strategy and Product Lifecycle
• Assessing Portfolio: BCG Matrix Framework
• The Pricing Decision
• Cost vs. Value-Based Pricing
• Channel Design
• Integrated Marketing Strategies
• Companywide Strategic planning:
Ansoff’s Grid
• Topic Models of Consumer Behavior
• Industrial Buying - Characteristics
• Factors affecting Consumer Behavior
• Segmentation, Targeting and
Positioning Model
• Creating Customer Value through
Differentiation
• Competitor Analysis
MODULE 1
DIGITAL MARKETING
FOUNDATIONS
Digital Marketing Framework
• Tenets of New Customer Journey
• Moments of Truth
• What are the various Mind States of
Customers’ Digital Journey?
• How Brands Can Leverage Digital Journey?
• What is the New Look at Media- Paid, Shared,
Owned and Earned?
• What are the Challenges of Digital Marketers?
• How to create a Buyer Persona?
• What is a Digital Marketing Funnel?
Content Marketing
• Basic Tenets of Content Marketing
• Mastering Storytelling by understanding the
Types of Storytelling
• Content’s relationship with the Inbound
Methodology
• Developing Brand Voice
• Type of Content and 3H Content Theory
• Creating long-term content plan
• Content Audit through Planning Template
• Developing a Content Marketing Plan
• Frameworks for creating content
• Consumer-Generated Content
MODULE 2
BUILDING DIGITAL
FOOTPRINT
Developing Primary Digital Property
• Introduction, basics and fundamentals
of digital property
• Walkthrough on how to register domain
name, host your website
• Walkthrough on how to build a website using
GoDaddy and WordPress
• Live backend demonstration of WordPress
CMS, Theme, Pages, Categories, Plugins
• Mailchimp Walkthrough
• Setting up Google Analytics with Primary
Digital Property - Google Tag Manager
• Basics of Google Tag Manager
• Setting up Google Tag Manager
• Setting up Google Ads & Google Ads
Conversion Tracking using Google Tag
Manager
• Setting up Google Webmaster Tool
7
Developing secondary Digital Properties
• Facebook Conversion Tracking
• How Does Facebook Pixel Work?
• Facebook Pixel Setup using GTM
• LinkedIn Insights
• LinkedIn Insights installation using GTM
• LinkedIn insights Conversion
• Walkthrough YouTube Content Studio
• YouTube SEO
• Walkthrough on Google Adsense
• Tools: WordPress, GoDaddy, Google Tag
Manager, Yoast SEO Plugin, Mailchimp,
YouTube Studio, Google Adsense etc.
MODULE 3
PERFORMANCE MARKETING/
MARKETING YOUR DIGITAL
PRESENCE
Paid Marketing
• Digital Marketing Overview
• Digital Marketing Channels Overview
• Paid Marketing Overview
• Google Universe for Marketers
• Planning your Google Paid Marketing
& Walk-throughs
• Detailed Walk-throughs of AdWords
• Tools – Google Keyword Planner, Google
Ads, Google Trends, Similar Web etc.
Social Brand Management
• Intro to Social Brand Management
• Facebook and Instagram
• LinkedIn
• Social Listening
• YouTube
• Tools: Facebook Business Manager,
Facebook/Instagram Ads, Facebook
Insights, LinkedIn Ads, YouTube Ads etc.
MODULE 4
INTEGRATED DIGITAL
MARKETING
Search Engine Optimization
• SEO Basics- 3 key pillars
• The PR Model
• Factors that affect the rankings on a
webpage
• On-page and Off-page SEO
• SEO Audit - Optimization
• Handling SEO Growth
• Content marketing for SEO Success
• Link Building
• Tools: HubSpot Website Grader, Screaming
Frog, Google Search Console, Google
Keyword Planner, Mozbar, GTMetrix,
Yoast SEO etc.
Mobile Marketing
• Understand how mobile ecosystem is
different from desktop ecosystem
• Voice-Based and SMS Marketing
• WhatsApp Marketing
• Mobile and Responsive Websites
• Types of push notifications, Deep linking and
deferred deep links, URL shorteners
• App Development and Growth
• Managing App Growth and Growth Hacking
• Using Apps for Marketing
• Appstore Research and Keyword research
• Competitive analysis using tools such as
AppAnnie, SimilarWeb, Google Trends, etc.
• Mobile Marketing Campaign Analysis
• Firebase Analytics
• Tools: Firebase, AppAnnie, SimilarWeb,
Google Trends etc.
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 MODULE 5
WEB ANALYTICS / MARKETING
EXPERIMENTATION
User Retention and Engagement
• Introduction to CRM
• Building Customer Relationships -
Loyalty Ladder
• Customer Service/ Sales Profile Models
• Customer Retention Customer Equity and
Customer Metrics
• Customer Loyalty and Lifetime Value
• Customer Acquisition Strategies
• Customer Retention Strategies
• Customer Engagement Strategies
Web Analytics & Measuring Marketing
effectiveness
MODULE 6
CAMPAIGN MANAGEMENT
• Programmatic Media Buying Ecosystem
• How Digital Contributes to A Brand
• Understanding the Consumer Funnel
• Key Performance Indicators (Media)
• Planning and Executing Digital Marketing
Campaigns
• Measuring Campaign Performance
• Influencer Marketing Campaigns
MODULE 7
CAPSTONE PROJECT
Devise an End-to-End Digital Marketing
Campaign and Strategy

• Introduction to Web or Digital Analytics • Digiquest Case Study Competition

• Goals you can improve

Digital Marketing Certifications
• How to Set-up and Integrate Google
• A curated list of relevant & recognised Digital
Analytics for a website
Marketing Certifications for learners to earn.
• Data Collection
• Google Ads Certifications
• Metrics in Google Analytics
• Google Analytics Certification
• Hands-on - Google Analytics
• Hubspot Certifications
Audience Reports
• Hands-on- Google Analytics
Acquisition Reports
• Hands-on- Google Analytics Behaviour
• Hands-on- Google Analytics Conversions
Reports Some of the modules may involve running
live ad campaigns which require candidates to
• Tools: Google Analytics spend on ad platforms.

TOOLS YOU WILL LEARN

+39 more tools.

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CERTIFICATE

Upon successful completion of the program, you will get a certificate from
Great Lakes Executive Learning

GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES
GREAT LAKES INSTITUTE OF MANAGEMENTGREAT LAKES INSTITUTE OF MANAGEMENTGREAT LAKES INSTITUTE OF MANAGEMENTGREAT LAKES INSTITUTE OF MANAGEMENTGREAT LAKES INSTITUTE OF MANAGEMENTGREAT LAKES INSTITUTE OF MANAGEMENTGREAT LAKES INSTITUTE

GREAT LAKES INSTITUTE OF MANAGEMENTGREAT LAKES INSTITUTE OF MANAGEMENTGREAT LAKES INSTITUTE OF MANAGEMENTGREAT LAKES INSTITUTE OF MANAGEMENTGREAT LAKES INSTITUTE OF MANAGEMENTGREAT LAKES INSTITUTE OF MANAGEMENTGREAT LAKES INSTITUTE
EXECUTIVE LEARNING

GREAT LAKES EXECUTIVE LEARNING

hereby confers the certificate of completion to
Ajit Singh
in

POST GRADUATE PROGRAM IN

STRATEGIC DIGITAL MARKETING
for successfully completing the prescribed courses of study

Mr. Mohan Lakahmraju

Vice Chairman

GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES INSTITUTE OF MANAGEMENT GREAT LAKES

E-PORTFOLIO GET REAL-WORLD

An e-portfolio is a snapshot of all the projects EXPERIENCE
done and skills acquired during the program Work on an area of your choice to create and
that is shareable across social media channels. grow your digital brand with guidance from
This will help you showcase your expertise to the faculty. Create your own body of work to
potential recruiters. display your mastery of digital strategy, tools
and tactics required to build and grow a
digital brand.

10
FACULTY

Dr. Umashankar Venkatesh Mr. Anirban Chaudhuri Dr. Jones Mathew

Ph.D | Professor of Marketing, Sr. VP & Executive Planning Ph.D in Management |
GLIM, Gurgaon Director, J Walter Thompson Former VP (Sales and
| Program Director-PGPSDM Marketing at Hero
Motors)

INDUSTRY MENTORS

SAMEER JAIN VIVEK SINGH JAIPAL SINGH RAVI VERMA

Digital Strategy & MBA, IIM-L AVP, Dentsu Web Chutney Marketing at Great Learning
Customer Engagement CEO of Anveya Living Institute for Technology Indian Institute of
100 Smartest Digital and Co-Founder at Adby and Management PGDBM Management, Lucknow
Marketing Leaders Ventures Marketing MBA in Marketing
Adobe Analytics Strategy
Superstar

MOHTASHIM HASHMI SIDDHARTH SINGH NISHANT SRIVASTAVA LAKSHMI NARAYANAN G

Product Marketing Digital Marketing, Vice President, Havas MBA - IIM Lucknow
Economic Times, Great Learning Indian Media, V.B.S Purvanchal Associate Director,
Mudra Institute of School of Business University- B Tech Deloitte Consulting
Communications, MBA in Marketing Information Technology
Ahmedabad, MBA in
Media, Marketing & Brand

ARCHISH MATHE SOMIL AGARWAL SAIKAT SINHA

MADHAVAN MBA - IIM Lucknow Head of Marketing, Droom
Founder, Zishta, SPJIMR Founder - AYPR Technology Indian Institute of
PGDMB Marketing Consulting Management, Lucknow MBA
Management in Marketing, Strategy

11
PROJECT LIST
Sachin Ahlawat
Vicish is a designer clothing brand that deals with
printed apparel. It works on a unique model that
provides a marketplace for emerging and innovative
designers from India to showcase their designs and
vision on the Vicish website.
Anand
Bbxindia is a website that promotes the art of
beatboxing to the Indian youth. It serves as a
platform in aggregating the best beatboxers and
promoting this art form. The website acts as a hub for
the community and features exciting competitions.
Ashwini
Leafbasket aims to reduce the impact of single-
use plastics on the environment, by creating and
promoting Areca Leaf products which are sourced
sustainably (made from fallen leaves - 100% natural,
no chemicals or additives used) and are completely
biodegradable.
Surya Prakash Bajoria
Phonics is a pedagogical tool used worldwide for
children between the ages of 3 and 6. The website is
created to build a community of mothers who want
their children to develop reading and writing skills,
phonetically through DIY methods.
Mitrashi Das
The website is aimed at encouraging workaholic
millennials to whip up quick, easy and nutritious
meals at home. It also features videos created by
calisthenics professionals to motivate consumers to
exercise every day
Shivani Bansal
Dancing Delight is an online dance workshop session
started by Shivani to encourage dancers to learn
different dance forms. The participants get dance
tutorial videos of each choreography at the end of
the session. The dance forms included are Bollywood,
Hip Hop, Freestyle and Semi-classical.
Bharati Chandran
The venture intends to employ tribal artists, rural
folk and women to create a socio-cultural platform
for such communities. It is aimed at providing socio-
economic stability to them during the pandemic. It
also serves as a platform to revive declining cultures
and art forms.
Sofiya Fathima
The website features a wide range of skin care and
makeup products from across the globe. It was
created to make international products accessible to
Indians, at an affordable price.
N Ganesh
Covai Car Craft is a service centre and a one-stop
solution for car products and services including
repairs, car accessories, interiors, car wash, security
systems and more.
Pavithra Lakshmanan
Colour scheme is a corporate website of a leading
paint distributor from South India. The objective of
this website is to establish leadership and expertise in
the industrial and automobile paints segment
12
TOP 10 TRANSITIONS

SAVITHA BABU KISHORE R POORVICK

Digital Marketing NRI Senior Client Graduate Visual

Marketing Head Relationship Relationship Intern Analyst
Specialist Manager Manager

AISHVARYA SRIVASTAVA ARSHIYA NOWSHEEN VARSHA RAVI

Senior Director Senior Manager Head Digital Digital

Manager Client Global Channel Channel Marketing Marketing
Success Sales Sales Executive Specialist

PRANAV TRIKHA POURNA SRIDHAR RUCHI JAISWAL

Sales GM Freelance Senior CVM Digital

Manager Marketing Marketing Content Manager Marketing

13
TESTIMONIALS

The program is facilitated by Everything is well managed

leading industry experts who go and perfect.
beyond routine lectures to help
Dhruvin Bhanushali, Sales and
you understand concepts as well as
Marketing Manager, Vador Food
applying them in real life.
Process and Food Products
Eesha Mehta, Account Manager,
Genesis BCW
The programme has been a lot
informative, Happy to be a part of
Right help at the right time and Great Lakes
meticulous planning is one of the
Abhishek Singh Chauhan,
best things about GL.
Business Development Executive,
Indumathi Srinivasan, Lead Quality UpCurve Business Services Pvt. Ltd
Specialist, HCL Technologies

Thank you for making the

This course is conducted
systematically! It has a step-wise
learning methodology, lots of pre-
read recommendations and BEST
mentors in the town!
Shilpa Ravi Pange, Regional
Marketing Manager- India and
Middle East, Lonza India Pvt Ltd
programme of immense value,
especially to someone like me who
is very passionate about building
brands digitally.
Pooja Prahlad, Alumni Relations,
Indian School of Business

All the best to GL team....

you guys are one of the best.
Virendra Shetty, President- Sales,
Autocoat Systems

WHO IS THIS PROGRAM FOR?

Final year college students who want to accelerate their career in Digital Marketing

Sales professionals who want to make a switch to a digital marketing role

Professionals from a traditional marketing background who want to augment their skillset

Business owners and self-employed professionals who want to grow their business online

14
ELIGIBILITY

• Graduation from a recognized university

• Final year college students who’ll graduate within 6 months

SELECTION PROCESS
FILL 1 APPLICATION 2 TELEPHONIC 3 ADMISSION 4
APPLICATION REVIEW INTERVIEW OFFER
FORM
The faculty panel Shortlisted An admission
Apply by filling will review all candidates will offer will be
a simple online the applications go through made to selected
application form. and shortlist a telephonic candidates.
candidates based interview round Candidates will
on their profiles. which will then be admitted into
be reviewed by a the program
faculty panel. upon paying the
admission fees.

PROGRAM FEES
The program fees is ` 1,25,000+GST. Fee includes Tuition fee + Learning material + Mentorship
sessions. Learning is now made easy with financing options at a 0% interest rate and 0% processing
fee, along with a longer tenure of up to 60 months. Pay Admission Fees of ` 15,000 + GST & start
learning right away.

Loan Tenure 3 6 12 18 24 36 48 60
` 1,29,800 Months Months Months Months Months Months Months Months

Processing Fees 0 0 ` 3063 ` 4595 ` 4595 ` 4595 ` 4595 ` 4595

EMI (Incl. GST) ` 43,267 ` 21,633 ` 10,817 ` 7,211 ` 6,110 ` 4,311 ` 3,482 ` 2,987

15
 LEARN FROM THE BEST

GREAT LEARNING -
INDIA’S LEADING PROFESSIONAL
LEARNING PLATFORM

3 MILLION+ LEARNERS 35+ TOP-RANKED PROGRAMS

3900+ GURUS & FACULTY MENTORS 160+ COUNTRIES REACHED

1200+ HIRING PARTNERS

Great Learning is a leading global ed-
tech company for professional and higher
education. It offers comprehensive, industry-
relevant programs across various cutting-
edge Technology, Data and Business domains.
Great Learning’s programs are developed
in collaboration with the world’s foremost
academic institutions like Stanford University,
MIT, The University of Texas at Austin, National
University Singapore, IIT Madras, IIT Bombay, IIT
Roorkee, IIIT-Delhi, Shiv Nadar University and
Great Lakes Institute of Management.
Great Learning is the only ed-tech company
to provide these programs in a blended mode,
classroom mode, and purely online mode,
relying on its vast network of expert mentors
and highly qualified faculty to deliver an
unmatched learning experience for learners in
India and the world over. In 2021, Great Learning
became a part of the Byju’s group of companies.

GREAT LAKES -
INDIA’S TOP-10 B-SCHOOL

1st by Analytics India 3rd by Outlook in 5th by Career 10th by Business

among Top 10 Analytics One Year Programs 360 among Pvt Insider
B-Schools (2016) (2017) B-Schools (2017)

16
 READY TO ADVANCE
YOUR CAREER ?

CONTACT US

Speak to a Program Advisor - 080 4718 8426

Have questions about the program or

how it fits in with your career?

Email us
pgpsdm@mygreatlearning.com

VISIT OUR WEBSITE