Certification Program in

DIGITAL MARKETING
Course duration: 5 months
About Us

upGrad Campus is a

video learning platform

for online education,
with certificate courses specially curated for college goers
and young adults. As an affiliate of upGrad, India's largest
online higher education company, Campus's goal is to make
every graduate job ready, with professional skills and practical
know-how for sought-after fields of work.

Our aim is simple: We strive to create

high-impact, hands-on experiences
that prepare learners for meaningful
and productive careers.

Ronnie Screwvala
Co-founder and Executive
Chairman, upGrad
Program Curriculum
Certification in Digital Marketing

Course Curriculum

Introduction to the Program Designing and Building

Succeeding in Digital Marketing
a Web Presence
SMART Framework
Elements & Design of a Website
Information Architecture and Wireframes
Fundamentals of Marketing Visual Design, Implementation and Testing
Introduction to Marketing The Hook Framework
Segmentation, Targeting and Positioning
Marketing Management through the
Concept of 4Ps
Branding, Brand Equity, Brand Models with
Examples

Digital Marketing Channels

and Metrics
List of Digital Marketing Channels
Mapping Channels to Funnel Stages
Digital Marketing Framework
Digital Media Metrics
Digital Marketing Metrics at Funnel Stages
Revenue Metrics

Case Study: Protinex

Blog Creation Project Case Study: Blinkit
Introduction to Plesk & Wordpress
Blog Guidelines Social Media Marketing
Integrating Analytics Live Project
Facebook Live Campaign
Remarketing Troubleshooting
Remarketing with Google Analytics
Remarketing with Facebook Ads Search Engine
Remarketing with Mobile Ads Optimization (SEO)
SEO Basics
Social Media Marketing (SMM)
Keyword Strategy
Popular Social Media Channels
SEO Strategy & SEO Audit
Social Media Plan
Content Optimization
Social Media Execution Strategies - Paid &
Technical Optimization
Organic
Authority
Online Reputation Management
Keyword Performance
Social Media Ad Formats
Future of SEO - Video, Voice, Mobile, Local
Measuring Social Media Performance
Organic & Paid YouTube Marketing
SEO Live Project
Case Study: Mauka Mauka SEO for Blogs

Campaign

3
Search Engine Marketing (SEM) Content Marketing
Creating an SEM Campaign Content Marketing vs Advertising

Budgeting, Bidding, Keyword Match & Jobs, Skills & Companies

Conversion Tracking Content Marketing Plan

Keyword Planning Content Themes, 7A Framework

Landing Page Content Calendar & Promotions

SEM Metrics
Case Study: Uber
Case Study: Salesforce

SEM Live Project

Search Ad Campaign

Display Advertising
Types of Display Ads
Banner Blindness & Moment-based
Marketing

Email Marketing
Goals & Components
Building an Email Campaign
Email Marketing Analysis & Optimization
Tone, Subject Lines, Email Body Copy

Email Marketing
Live Project
Create Account & Audience List
Design Email
Email Marketing Guidelines
Integrated Marketing
Strategy in the Digital World
Integrated Marketing Framework
Integrated Marketing Communication
Building an Integrated Marketing Plan
Web Analytics
Introduction to Web Analytics
Marketing Analytics Data Collection
Google Analytics Walkthrough
Web Analytics Live Project
Analyse Data for Google Merchandise
Store
Google Analytics Reports
Advanced Digital Marketing
using ChatGPT
Introduction to ChatGPT
How to use ChatGPT to generate website
content
Job Landscape Change with ChatGPT
Using ChatGPT for Keyword Generation
Understanding the limitations of AI in
Digital Marketing
ChatGPT Marketing Use Cases
How to Be a Freelancer
Role and Importance
Attract Clients
Pricing Your Work
Interview Questions
Sign up for these add-on programs to take your career
to your dream company!

Programs to get you Guaranteed Internship/Job Opportunities

Join these programs at just Rs. 18000 or opt for these programs in combination
with the Digital Marketing Course and get 22.2% off!

Internship Plus Placement Plus

2 months program 5 months program

Guaranteed Internship Guaranteed Job Opportunities

Opportunities in top companies in top companies

Designed for 1st year, Designed for 4th year students

2nd year & 3rd year students and freshers

Our Placements Team will guide you in every step

towards your dream company

Step 01 Step 02 Step 03

Resume Aptitude Soft Skills

Building Training Sessions

Step 06 Step 05 Step 04

Access to Mock Group

upGrad’s Exclusive Interviews Discussions
Placement Portal
 Program Details

Course starts Duration

Please refer to the website 5 months

for program start dates

Fee structure Program hours

 60,000 200+ Learning Hours

 40,000/-(+GST) Live Sessions every
weekend

For admissions, contact

1800 210 7070
admissions.campus@upgrad.com

V 2.1