Advanced Certificate in Digital Marketing and Communication
"Transform your career with MICA’s industry-driven Digital Marketing & Communication program!"
The Advanced Certificate in Digital Marketing and Communication is a one-of-its-kind programme that focuses on combining the pedigree of one of the best marketing institutes with insights from the industry for hands-on learning and career growth.
Who is this Programme For
This programme is meticulously designed for ambitious professionals who want to stay ahead in today’s fast-evolving digital landscape. Whether you’re aiming to transform your career, sharpen your marketing edge or lead digital innovation in your organization — this programme equips you with the skills, tools, and strategic vision to thrive.
Marketing & Sales Professionals
Traditional marketers, brand executives, and sales professionals who want to upgrade their skillset with cutting-edge digital tools
Entrepreneurs & Business Owners
Startup founders, solopreneurs, and business owners looking to grow their brand’s digital presence and drive conversions
Career Switchers & Freshers
Professionals from non-marketing backgrounds aiming to pivot into digital marketing roles or freshers looking to kickstart their careers in DM
Programme Highlights
2 Tracks and 5 Specialisations
Customised learning options for personalised learning
4 to 11.5 months duration
4 months for the core programme and additional 6 weeks for each specialisation
3+ Certifications
On successful completion earn a certificate from MICA & upGrad, Social Panga and CleverTap
15+ Faculty & Industry Mentors
Learn from renowned MICA faculty and industry experts from Google, Apple, IMDb, JioHotstar, and more
6+ Hands-On Projects Work
Experience projects that simulate real-life work; run upGrad-funded campaigns on Meta & Google
Curriculum & Specialisations
1. Base Programme
1. Foundations of Digital Marketing
Fundamentals of Marketing and the Consumer:
- Analyse the evolving marketing funnel and the behaviour of digital consumers to design targeted marketing approaches. Develop AI-assisted buyer personas to inform targeted digital marketing approaches.
Digital Marketing Channels and Metrics:
- Evaluate the role of different digital marketing channels in achieving specific business objectives and interpret key metrics to measure performance.
Building a Digital Presence (with AI) :
- Develop a basic digital presence plan by applying branding, visibility, and platform-readiness principles across key touchpoints. Construct a basic brand website using AI-assisted tools.
2. Organic and Mid-funnel Marketing
Social Media for Growth:
- Plan and execute a platform-specific organic strategy leveraging content trends, influencer outreach, and AI-assisted content design.
SEO Strategy & Optimization:
- Design and optimize a scalable SEO strategy using advanced techniques including AEO, schema, and AI-powered content workflows. Also learn how AI-powered search engines are affecting SEO practices.
Retention Marketing (Email & Mobile Marketing):
- Develop an automated email marketing flow to engage and convert a segmented audience. Develop a mobile-first marketing strategy using WhatsApp, app campaigns, and localised targeting tools to engage and convert users on mobile platforms.
3. Paid Marketing Essentials*
Running Meta Ads:
- Design and launch Meta ad campaigns using targeting strategies to drive engagement, boost conversions, and maximise ROI across Facebook and Instagram.
Running Google Ads:
- Set up and optimize Google Search ad campaigns by conducting keyword research, writing compelling ad copy, and analysing performance data. Learn about conversion rate optimisation.
Marketing Automation & Agentic AI*:
- Build automated marketing workflows using CRM tools and AI-powered triggers to streamline messaging and increase operational efficiency.
Programmatic and Affiliate Advertising:
- Plan and evaluate programmatic and affiliate campaigns by selecting appropriate platforms, partners, and performance models.
4. Marketing Analytics and Strategy**
Web and App Analytics :
- Analyse user behaviour across web and app platforms using advanced GA4, Firebase, and CleverTap features to derive insights for business growth.
Media Planning and IMC Planning**:
- Design an integrated media plan that aligns with broader IMC objectives, target audience, budget constraints, and KPIs, while demonstrating an understanding of channel synergy, media metrics, and evolving digital landscapes.
Scaling Businesses with Marketing*:
- Evaluate marketing campaigns based on ROI, attribution, and revenue contribution to drive strategic decisions in media planning and budget allocation.
Note: The overall content in the two tracks (Beginner and Advanced) differs by ~30% only. We advise learners to choose the track based on their existing knowledge of digital marketing, so that their projects are more relevant to them. All learners, despite the track they choose, will still get access to the other track’s content.
* The modules, “Marketing Automation & Agentic AI” and “Scaling Businesses with Marketing,” are mandatory for Advanced track learners. However, Beginner track learners will still get access to this content to consume in their own time.
** The module, “Media Planning & IMC Planning,” is mandatory for Beginner track learners. However, Advanced track learners will still get access to this content to consume in their own time.
2. Specialisations
1. Performance Marketing
- Design full-funnel paid strategies across Search, Social, Display and Video aligned to business goals and user intent.
- Optimise and scale campaigns using structured testing acrosscreatives, audiences, budgets, and landing pages to improve ROAS/CAC.
- Apply CRO fundamentals to improve conversion rates through landing page best practices, funnel analysis, and performance-led experimentation.
2. Digital Brand Strategy
Build a modern D2C brand that stays consistent across every channel:
- Craft digital brand positioning and narrative for D2C brands using consumer insights, category mapping and competitive cues.
- Translate brand strategy into campaigns with clear messaging, creative direction, and new-age channel integration.
- Measure brand impact digitally using awareness, consideration and engagement signals.
3. E-commerce Management and Marketing
Learn how D2C brands grow on e-commerce (own channels and marketplaces) :
- Build an e-commerce growth playbook covering acquisition, conversion optimisation, retention and repeat purchase.
- Improve online sales performance by applying CRO principles to product pages, landing pages and funnel flows.
- Use e-commerce metrics to drive decisions across pricing, promotions, performance campaigns and merchandising.
4. Social Media, Content and SEO
Specialise in paid social, content strategy, and next-gen search visibility :
- Plan and execute paid social campaigns on LinkedIn and X using objective-led targeting, creatives, and funnel strategy.
- Build a content system that connects content to outcomes (leads, sign-ups, pipeline) across organic + paid distribution.
- Apply GEO (Generative Engine Optimisation) principles to make content discoverable in AI-led search.
5. Marketing Analytics and CRM
Turn marketing data into insights, dashboards, and retention growth:
- Analyse multi-channel marketing performance and identify what’s driving growth vs what’s wasting budget.
- Build decision-ready dashboards and reports that connect channel activity to leads, revenue and outcomes.
- Apply CRM and lifecycle marketing fundamentals including segmentation, journeys, retention and reactivation measurement.
Disclaimer: The list of topics is not exhaustive and may be updated to reflect the evolving needs of the industry.
Application Process
1. Submit your application
Start your journey by submitting your application to the MICA program.
2. Get shortlisted
If selected, you'll be shortlisted based on your qualifications and profile.
3. Receive your offer
Get an official offer from MICA to join the course.
4. Block your seat
Secure your place by confirming and blocking your seat in the program.
Note: There is no entrance exam for this program.
Apply Today
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