12+

13+

14+ Sessions

11 Personalised
Industry Sessions

03

3+ Live Projects
6+ Case Studies
 Learning the fundamentals of marketing - from segmentation to the 4 Ps
helps establish a strong foundation for your marketing journey. So it is
important to start with an overview of the digital marketing vertical and
understand your customer in-depth, cater to their needs and
attract them to your offerings.

- Learn the basics of

marketing & brand building.

- Analyze competition
through perceptual maps &
SWOT analysis.

- Understand the importance

of being a customer-centric

brand and motivations of the

Assignment:
customer in the buying
process.
Build a market strategy
for a popular brand.
- Learn about linear/non-
linear consumer journeys.
Case Study:
- Identify the digital
Learn how a popular
marketing channels, their
brand used social media
capabilities, and the
to drive sales through
customer journey .
their mobile app.

- Live Sessions:
Understand the industry applications of your learnings.
Learn advanced concepts and get real-life industry insights.
Q&A session to clear doubts.

- Mentorship Calls:
Interact with an Industry Mentor to understand in-demand skills and chart your career path.
 With consumers spending most of their time online,
creating a presence across web and social media
channels is the first step for brands to attract potential
customers.

- Understand the website

wireframe - architecture, UX,
the conceptual design,
followed by implementation
Assignment: and testing.

Build a landing page - Create a social media

to collect leads for a presence to connect with

B2B product. your customers, increase
awareness and generate
Create and design a leads.
blog/write a blog
post. - Learn social media
planning, amplification &
Skill Test / performance analysis.
Employability Test:
- Get certified in “Growing
Test your skills through this proctored Business with Facebook''.
employability test. This test will not be This is in partnership with
graded and won't have any bearing on upGrad and Facebook.
your CGPA.

Case Study:

Step into the shoes of a popular brand's

marketing manager and answer questions
based on their social media strategy.

- Select between the Executive, Management, and Leadership tracks

for your further learning journey.

- Personalised Industry Sessions:

Connect with an industry coach in a group of 10-12 peers.
 A sound understanding of SEO ensures that your content
ranks high on search engines and you generate more
traffic on your website.

- Assignment:

Create and analyze an SEO audit

report and suggest
improvement strategies.

- Learn the fundamentals of Conduct SEO optimization on

SEO, keyword strategies, audit WordPress through YOAST.
and optimization techniques.

Run a social media campaign on

- Pick the right KPIs to Facebook to drive relevant
measure your SEO efforts. traffic to a website.

- Live Project:

Gain hands-on experience of.

SEO & SMM with a live projects.
and Stukent simulations.

- PI sessions.
- Live sessions.
- Mentorship call.
 - Understand how SEM can contribute to higher click-through
rates and potentially higher conversions on your website.

- Know how display advertising increases your ROI by attracting

customers to the landing page.

- Learn more about social media channels and create a strategy

to increase traffic to a blog.

- Gain an understanding of Ad Rank

and the fundamentals of search
advertising.

- Learn the process of ad campaign

creation on Google Ads and ways to
meet your marketing goals.

- Understand the fundamentals and

types of display advertising and how
they work.

- Learn about Google Display Ads and

Google Keyword Planner.

Assignment:

Executive & Management Tracks:

Set up a campaign to increase website traffic to a blog.

Leadership Track:
Perform a Stukent SEM Simulation and analyse gaps in
SEM campaign to suggest improvements.
 - Understand how email marketing can ensure you have a loyal subscriber
base to target for all your new and relevant offerings.

- Learn how to create content for different digital channels to interact better
with your audience.

- Deep dive into user nuturing

through email marketing and
build an end-to-end email
campaign.

- Build a strategy to convert

prospects using email,
remarketing and lead nurturing.

- Pick the right metrics to track

campaign results and analyze
reports.

- Map content to the consumer

funnel and build a distribution
plan though a content calendar.

Assignment:

Run a regular campaign for a personal blog on Mailchimp and

analyze its performance.

Collate and present an email report.

Create a content strategy for a personal blog.

Build a content calendar for always-on campaigns and a campaign

specific calendar for a personal blog.
- Understand web and app analytics to derive the right insights and make data-driven decisions.

- Understand how to create a comprehensive integrated marketing strategy to achieve your

business objectives

- Enhance your digital marketing quotient with add-on bootcamps and be better equipped for
your professional journey

- Understand the difference between traditional & digital marketing analytics.

- Create a measurement framework and define the metrics and relevant data
sources.

- Understand how to extract and analyze reports using Google Analytics.

- Learn the fundamentals of an integrated marketing strategy.

- Learn how to manage and sell your products through online marketplaces
/owned channels

Assignment

Build a dashboard to track website metrics.

Build an integrated marketing strategy for a festival campaign.

Apply your learnings from the program to work on an actual

brand problem statement and build an end-to-end digital
marketing strategy

Skill Test / Employability Test

Test your skills through this proctored employability test. This test will not be graded and won't have any
bearing on your CGPA.

Case Study

Deep dive into a real-life scenario and apply your module learnings to solve the problem.
 Learn about the the 3 Cs of content creation, content strategy and deep
dive into social media platforms and their purpose. Conduct a performance
analysis on each of them.

- Understand the process of content creation and the art of storytelling

to reach out to consumers at different stages of the funnel.

- Get an in-depth understanding of how social media works and how

to measure campaign performance across Facebook, Instagram and
LinkedIn.

Assignment:

Devise a content marketing plan, based

on a reputed education company's
campaign.

Apply learnings from community

management to handle a crisis situation.
 Learn how to position your brand and build an integrated marketing communication.
Identify international branding strategies and their suitability for emerging markets. This
is essential for learning a 360° marketing strategy.

- Get an in-depth understanding of branding

and communication concepts to create
successful integrated marketing campaigns for
your consumer.

- Understand the different methods of

measuring customer-based brand equity and

evaluating brand positioning.

Assignment

Case Study on building

engagement strategy with
the target audience of one
the world’s largest
cosmetics companies.

Case study on how a bank

has been rebranding itself
to ensure that it becomes a
recognisable brand for its
new age target audience.
 The marketing analytics specialisation focuses on marketing data
identification and collection, integration, and exploratory data
analysis.

- Understand the concepts of databases, basics

of SQL, predictive analytical techniques and
data-based segmentation techniques like RFM
analysis and clustering analysis.

- Execute and strategize campaigns by

integrating all promotional data under the

umbrella of Google Analytics.

- Learn storytelling using visual representations.

Assignment

Use analytics to describe the

relationship between a set of
variables (independent and
dependent) and identify which has an
impact on the topic of interest.
Understand public relations to develop marketing communication
campaigns and strategies; improve media, influencer, and analyst
relationships.

- Learn the art and science of end-to-end

campaign planning with a focus on
strategy as well as creative
communications.

- Get an in-depth understanding of Public

Relations to develop media relationships,

manage the online reputation of
businesses and curate crisis management
strategies.

Assignment

Write a creative brief or for a brand

to develop an integrated
marketing communications
campaign.
 From week 24 onwards a
dedicated career coach will

work with you for six

months.The coach will guide
you on building your resume,
LinkedIn profile, and provide a
detailed career plan to achieve
your desired outcome