Digital Marketing &

Communication
Specialisation Webinar
Introduction
Base Program - Journey
What’s Next?

Branding and Communication

Minimum 1 — Maximum 4
Specialisations

Social Media and Content Marketing

6 Weeks Each
Marketing Analytics

Marketing Communication with focus Skill Building in Specialised Areas

on Public Relations of Marketing
 Specialisation 1
Branding and Communication
Specialisation Structure
Branding and Communication
Key Topics and Learnings
Branding and Communication

● Understand the various elements of brand identity and brand image

● Learn how to build a brand design and architecture - logos, taglines, typography, visual
merchandising, etc.

● Measure brand positioning using perceptual maps, measuring customer satisfaction, etc.

● Learn how to build and execute a brand engagement strategy and conduct brand audit

● Learn how to go about branding in international markets

● Understand how to create an integrated marketing communication strategy and learn about
different marketing channels in detail - advertising, public relations, etc.
 Specialisation 2
Social Media and Content Marketing
Specialisation Structure
Social Media and Content Marketing
Key Topics and Learnings
Social Media and Content Marketing

● Understand different applications of content marketing across the consumer funnel.

● Learn about the fundamentals of paid marketing on social media - objectives,targeting,

formats, budgets

● Learn how to run a paid advertising campaign on Facebook, Instagram, Twitter, LinkedIn and
YouTube.

● Learn what advertisers and brands can do on short video platforms, Sharechat, Snapchat,
Quora and Reddit.

● Learn how to build, manage and sustain a social media community.

● Understand the SPACE model and how to leverage different community spaces in your
strategy

● Learn how to build, execute, automate and track a community management plan.
 Specialisation 3
Marketing Analytics
Specialisation Structure
Marketing Analytics
Key Topics and Learnings
Marketing Analytics

● Learn how to execute end-to-end campaigns by integrating all promotional data under the
umbrella of Google Analytics

● Work on the different types of app analytics tools available and learn how to pick the right
tool to identify the user acquisition channels

● Learn about attribution and how to work on attribution tools

● Learn how to visualize data and use it for storytelling

● Learn about hypothesis testing and A/B testing which will help you analyse the data in a much
more rigorous manner

● Work on predictive analytical techniques such as Marketing Mix Modelling using regression
analysis to identify the business drivers

● Learn data-based segmentation techniques such as RFM analysis and clustering

● Learn about propensity models to predict the behaviour of the customers

 Specialisation 4
Marketing Communications with focus on
Public Relations (PR)
Specialisation Structure
Marketing Communications with focus on
Public Relations
Key Topics and Learnings
Marketing Communications with focus on
Public Relations

● Learn about the different elements of integrated marketing communication strategy

● Understand the creative aspects of communication - how to come up with ideas, copywriting,
visualisation, etc.

● Practice how to write a creative brief

● Understand how to develop media, influencer and analyst relationships

● Manage online reputation across different social media channels

● Develop and distribute crisis management communications

Some Additional Points

● Since the batch will be divided into smaller groups for specialisations, we will have
live sessions and doubt resolution sessions but no personalised industry session (PI
sessions)

● The specialisations’ content is not track-specific. All learners will have access to the
same content and live sessions/bootcamps

● The name of the specialisation(s) will be mentioned on the final program certificate
ROLES

GENERALIST
DIGITAL
MARKETING
MARKETING
MANAGER
MANAGER

PERFORMANCE
GROWTH
MARKETING
HACKER
MANAGER

SPECIALIST

SOCIAL MEDIA DISPLAY/ SEARCH

ANALYTICS
MARKETING PROGRAMMATIC MARKETING
MANAGER
MANAGER MARKETING MANAGER
MANAGER
Q&A