.

Before starting your learning experience, one question that you might be wondering is which track should I
choose?

This video will give you a good idea of different highlights of MICA tracks which is executive, manager.

The executive track is designed for someone who is new to digital marketing or someone who wants to get
a hands-on tool knowledge to run real-life digital marketing experiences.

So this is suitable if you’re a college graduate looking for a digital marketing job, or let's take you’re a
search engine marketing specialist or SEO specialist who wants to build a broader understanding of digital
marketing, or even an independent digital marketeer who wants to freelance or set up their own startup
without much of a budget.

We wouldn’t recommend this track to you if you got more than three years of experience in the digital
marketing industry.

Your required time commitment would be to give at least 10-12 hours per week, which we believe is perfect
for a beginner who wants to get the right amount of practice on different digital marketing tools.

The manager track is designed for someone who wants to become a digital marketing manager, or a
person who has been either in the marketing or digital marketing industry for about 3-4 years already.

They may now want to move into a more managerial role. So this is suitable if you are a digital marketing
executive, with 3+ years of experience, who wants to start leading a team, or a particular specialist who
wants to pursue a managerial role in digital marketing.

Here the time commitment is at least 8-10 hours per week.

This probably is not the right track for someone who wants core tools hands-on knowledge or if you are not
looking to outsource digital marketing efforts.

So here the commitment expected is lower than other tracks - about 6 hours per week.

Now let's come to the main learning objectives of each track.

The major focus of the executive track will be to teach you how to successfully build and execute a
campaign, and use different digital marketing tools to achieve this. The emphasis remains on the execution

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of the campaign, and not on instruction - you will engage in more hands-on experience as opposed to
strategizing and guiding the campaign.

In the managerial track, the emphasis will be more on strategy - so how do you actually build, run,
optimize digital marketing campaigns. Here we will focus on both execution of the campaign and instruction
that is strategizing and guiding the campaign as well.

Now, the executive track, track 1, offers first-hand experience of five different tools such as Google Ads,
Facebook Ads Manager, WordPress, and Mailchimp and Google Analytics; not to mention you will also be
working on this thing called Tool Lab which will have over 100 different digital marketing tools for you to
work with.

In track 2, the manager track, you will be also learning about eight tools in addition to the Tool Lab - we
would focus on some automation and monitoring tools such as Buffer, Hootsuite, Mixpanel,Hotjar,
SEMRush, Google Ads, Facebook Ads Manager and Google Analytics as well.

In terms of project work, the executive track offers you a chance to work on six live projects that focus on
different areas of digital marketing:-

1.First, you’ll be setting up your own blog on WordPress and create your first 2 posts.

2.Then, you get to run a week-long Facebook Ad Campaign to drive relevant traffic to your page.

3. Another project that you will have is to practise SEO through WordPress - you will be working on
improving content on your blog. The goal over here is to make it easier for search engines to rank
you higher.

4. and the fourth is that you’ll also be learning about Google Ads Campaign - This will include a 5
day-long search and display campaign aimed at attracting traffic to your page.

5. Next, you will also be building an email marketing campaign on Mailchimp. This will also be a
two-level campaign to get your subscribers to visit your blog as well.

6. Finally, you will also analyse results of your campaigns and your blogs using Google Analytics
Data and present it as a story to round up your campaigns.

These six projects will give you a comprehensive idea of how to use campaigns to drive traffic and increase
page views through different digital marketing mediums.

The manager track offers you a chance to work on three live projects that are similar to the executive
track however with the exception of the WordPress blog. Additionally, you will also be analysing and
delivering insights about your campaign from the Google Merchandise Store on Google Analytics as well.

Another major part of the tracks would be case studies that you would work on. Here are some of the
highlights from the executive track. Once you select this track, you will get a chance to deep dive further.

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 1. You’ll get an insight into the problems faced by a company during rebranding efforts. Understand
their market segment, positioning and marketing mix, and also create a digital go-to strategy for
them. This case study will be visited in all the tracks.
2. You will also understand how a brand used social media marketing to drive sales through a mobile
app and promote its weekly offers.
3. In another optional yet very interesting case study you will understand how a brand integrates its
social media strategy with the overall campaign, and how the odds favoured them in making it a
massive success.
4. Another case study will guide you in creating a search engine marketing ad campaign for a leading
brand.

Let’s look at some case studies in the managerial track,

1. Here you would also get a chance to learn about a problem statement of a company
presented to Facebook and how Facebook solved their problems with social media
marketing.

2. You will also learn how a brand went about building a common website platform across all its
countries to communicate that they had a global presence with a local appeal.

3. Another case study will show you how a company used email marketing both as a revenue
and communication tool to nurture their users.

4. Additionally, you will also study a brand’s business model that will help you put yourself in
the shoes of a digital marketeer at the company, and solve various business problems that
the organisation faced.

Now, we will also conduct 20+ live sessions in each track- in the executive track we will help you
throughout your journey to build a blog, create and run your campaigns. Similarly in the manager, you will
receive real-time assistance as you strategize and optimise DM campaigns and build out your DM plans.

After completing the course, the executive track will provide you four unique forms of proof of your work:
the blog you created remains live for 5 months. You’ll also have a portfolio that will showcase your
campaign results, your Facebook page and your content calendar.

In the managerial track, you will also have the landing pages you have built, your social media calendar,
SEO and SEM reports, drip email marketing campaigns, metrics dashboards - that would be five different
forms of proof that you’ll be having .

This course will provide you with the required training to obtain top-notch certifications. These would
include:-

1. Google Ads,
2. Facebook Blueprint,

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 3. Google Analytics,
4. Hubspot Content Marketing and
5. Hubspot Email Marketing certification as well

Lastly, once you finish the Social Media Marketing module, Upgrad will also award you with a certificate
from Facebook, ‘Grow your business with Facebook’ by Facebook + Upgrad.

So, I hope we were able to give you a good flavour of everything that our tracks have to offer. A detailed
curriculum description can be also found on our website for your perusal. Thank you so much and all the
very best!

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