Digital Marketing and Communication
"Transform your career with MICA’s industry-driven Digital Marketing & Communications program!"
Overview
The Advanced Certificate in Digital Marketing & Communication from MICA is a one-of-its-kind program that focuses on combining the pedigree of one of the best marketing institutes with insights from the industry to hands-on learning and career growth.
Program Highlights
- 2 Tracks and 6 Specialisations (Customised learning options for personalised learning)
- 4 to 10 months (4 months for the core program and an additional month for each specialisation)
- 4+ Certifications on Successful Completion (Earn a certificate from MICA & upGrad, NSDC, Meta & Social Panga)
- 15+ Faculty & Industry Mentors (Learn from renowned MICA faculty and industry experts from Google, Ola, Apple, Razorpay, and more)
- 10 Hours/Week Optimal time commitment allows professionals to balance their education with work and personal life
Access to upGrad Career Counselling services
Resume Building
Craft a standout resume that showcases your strengths and experiences to attract top employers.
Soft Skills Development
Develop key interpersonal skills to thrive in collaborative, dynamic work environments.
Aptitude Training
Improve your logical reasoning and problem-solving capabilities for better career prospects.
Soft Skills Modules
Master essential skills like communication and time management to boost workplace effectiveness.
Flexibility to Defer
Take control of your learning pace with the option to defer based on personal or professional needs.
Guided Mentorships
Receive expert advice and guidance, helping you navigate your career with confidence.
Aptitude Modules
Strengthen your analytical skills with targeted modules designed for real-world applications.
1:1 Mentorship
Enjoy personalized mentorship, ensuring your career growth is supported by seasoned professionals.
Lifelong Learning
Keep evolving with continuous access to learning resources, ensuring you stay ahead in your field.
Who Is This Programme For?
Whether you want to move into digital marketing and communications or drive your business on digital platforms, this program is the right one for you. Professionals for whom this program useful are:
Traditional Marketers & Sales Professionals
Augment your marketing expertise. Acquire holistic and channel-specific digital skill sets & apply your marketing strategies across digital channels.
Digital Marketers
Move beyond just Social Media, PPC or SEO. Learn to strategize & execute cross-channel campaigns and understand branding and communication in a digital world.
Entrepreneurs and Business Executives
Reach your customers online. Attract leads, engage prospects and convert customers using an entire suite of Digital Marketing channels and strategies.
Curriculum & Specialisations
1. Base Programme
1. Marketing Essentials
- Program Introduction: Get an overview of the course structure, learning objectives, and key outcomes to set the foundation for your digital marketing journey.
- Marketing Fundamentals: Learn the key functions of marketing, including research, branding, segmentation, and the 4Ps, and how managers apply these to analyse and compete in the market.
- Digital Marketing Careers: Explore career opportunities in digital marketing and essential skills for success. (Optional)
- ChatGPT 101: Explore the rise of AI, master ChatGPT and prompt engineering, and debunk common AI myths for marketers. (Optional)
2. Establishing a Digital Foundation
- Getting Discovered on the Web: Learn website elements, UX design basics, wireframes, and the importance of visual design and testing.
- Getting Noticed with Social Media: Learn social media marketing fundamentals, strategy development, content enhancement, performance evaluation, and platform-specific tactics.
- Career Prep – Web Presence: Discover key job roles, skills, and companies for building a strong web presence career. (Optional)
- Career Prep – Social Media Marketing: Get insights into social media marketing careers, including essential skills, top companies, and interview preparation. (Optional)
Live Projects:
- Blog Creation Project: Learn to set up a WordPress blog using Plesk, select blog topics, and integrate analytics for performance monitoring. (Executive Track)
- Digital Presence Strategy: Develop a comprehensive digital presence plan for a B2C company. (Management Track)
- Meta Ads Campaign: Set up and run a Meta Ads campaign, troubleshoot issues, optimise (Management Track) and analyse data to gather insights.
3. Mastering Search and Display
- Get Discovered With Search (SEO): Master SEO fundamentals, keyword strategy, and implementation, and evaluate performance while exploring emerging trends like video, voice, and local SEO.
- Make Search Ads Work for You (SEM): Learn SEM fundamentals, develop and manage Google Ads campaigns, and analyse metrics with a practical case study.
- Advertise on Other Websites (Display): Understand display ads’ role and challenges, predict future trends, and design impactful creatives.
- Career Prep – SEO: Discover SEO career paths, necessary skills, and key employers, and get ready for interviews with targeted questions and tools. (Optional)
- Career Prep – SEM & Display Advertising: Explore job roles, essential skills, and companies in SEM and display advertising, and prepare for interviews with relevant questions and tools. (Optional)
- ChatGPT 102: Explore AI’s role in marketing, master prompt engineering with ChatGPT, and understand the impact of generative AI. (Optional)
Live Projects:
- Conduct an SEO Audit: Evaluate and analyse a website’s SEO performance to identify areas for improvement and optimise search engine rankings. (Both Tracks)
- Google Ads Project: Set up, manage, and optimise (Management Track) a Google Ads campaign, following a checklist for effective execution.
4. Engaging Customers with Content and Emails
- Content Through Email: Master email marketing fundamentals, create effective strategies, and optimise campaign performance through data analysis.
- Content Marketing: Develop and implement a content marketing plan, evaluate performance, and analyse case studies for practical insights.
- Career Prep – Email Marketing: Explore career opportunities in email marketing, essential skills, and top companies, and prepare for interviews with relevant questions and tools. (Optional)
- ChatGPT 103: Leverage AI and ChatGPT for creating and optimising digital content across various channels. (Optional)
Live Projects:
- Get Response: Use GetResponse to manage campaigns, automate workflows, and design engaging email content. (Executive Track)
- Email Case Study: Analyse a real-world email marketing campaign to understand strategy, execution, and performance outcome. (Management Track)
5. Integrated and Performance- Driven Marketing
- Establish Success with Analytics: Learn web analytics basics, differentiate methodologies, and use GA4 to track and optimise marketing performance.
- Integrated Marketing Strategy: Create and pitch a comprehensive integrated marketing communication plan, measure campaign success, and align strategies with brand messaging.
- Career Prep – Web Analytics: Explore career opportunities in web analytics, including essential skills, leading companies, and prepare for interviews with relevant questions and tools. (Optional)
- How to Become a Freelancer: Explore freelancing roles, evaluate its viability in India, and develop strategies to attract clients and set pricing. (Optional)
- DM Case Studies 101: Understand different case archetypes, prepare for case interviews, and demonstrate your skills with a live example. (Optional)
- ChatGPT 104: Develop and implement AI strategies for business operations, data analysis, and customer service, while adhering to ethical guidelines. (Optional)
Live Projects:
- GA4 Project: Analyse GA4 data to understand user behaviour, assess site performance, and make data-driven recommendations.
- Integrated Marketing Strategy: Strategize an integrated marketing plan (channel selection & budgeting) for a business.
Disclaimer: The list of tools and demonstrations is not exhaustive and may be updated to reflect the evolving needs of the industry.
2. Learn from Real-World Campaigns
Post 5 months of the program, you can choose one or more specialisations based on your interest.
Identify use cases, craft creative messages, and select channel mixes for Swiggy’s target groups.
Build a digital marketing strategy to help Mamaearth enter and establish itself in a new category.
Learn the key parameters for building a website that caters to diverse target groups and regions.
Learn how the brand leveraged social media marketing to reduce CPA and drive sales.
Examine Grofers' (now Blinkit) KPIs, optimisation techniques, targeting parameters, and lead nurturing strategies.
Learn how Salesforce built digital campaigns to generate leads and boost CRM sales.
Learn how Amazon used content marketing to build its affiliate marketing program.
Explore creating a content strategy based on consumer pain points using Uber’s 3H (hero, hub, hygiene) content distribution model.
Disclaimer: The case studies are tentative and may be updated to reflect the evolving needs of the industry.
3. Specialisations
1. Social Media and Content Marketing
- Use content to create brand awareness, generate leads, increase brand engagement, establish brand advocacy and evaluate your content’s impact, learn about various media channels.
- Create successful social media ad campaigns, build and manage an online community, the SPACES Model for community management.
- Master the strategies for both paid and organic marketing across various social media platforms, including Facebook, Instagram, YouTube, LinkedIn, Quora, and X.
Case Studies:
- Create and optimise a paid social media marketing strategy for KidMedics.
- Manage a community forum for Savvyor Hospitals.
2. Marketing Analytics
- Learn about app analytics tools, data integration for marketing,
- Use data visualisation applications, learn about central tendency metrics, the BADIR Framework.
Case Study:
- Analyse the relevant data to manage the marketing metrics for LyvenSured.
- Leverage marketing analytics to understand customer behaviour for Telecoms.
Live Projects:
- Perform Hypothesis testing to analyse the impact of variables to understand market behaviour.
3. Branding and Communications
- Learn about the elements of constructing your brand, branding frameworks, design elements of branding and customer perception, evaluate the brand positioning, brand engagement strategy, conduct brand audits, budgeting and fund allocation.
Case Study:
- Identify the target audience, devise a creative content message and choose a distribution channel for Swiggy.
- Create a brand engagement strategy for Digitags.
Branding and Communication Templates:
- Kapferer’s Identity Prism
- Consumer Insight
- Brand Identity Survey
- Brand positioning
- Perceptual Maps for measuring
4. Public Relations
- Learn about public relations, the Kuleshov effect, building media relations, reputation management, conducting sentiment analysis, SCAMPER principles, NORMS framework, and communication strategies for different mediums.
Case Study:
- Plan an integrated marketing communication campaign (IMC) for a pet grooming salon.
- Reverse-engineer a creative brief for a brand campaign by CEAT Tyres.
- Evaluate the visual elements of Airbnb’s rebranding campaign.
5. Generative AI
- Explore the diverse applications of AI in digital marketing, learn about prompt engineering, content creation with generative AI, the ethical considerations, build your own chatbot with Dialogflow
Case Study:
- Create your own Chatbot on WotNot.
- Leverage Generative AI tools to create collateral for a marketing campaign.
6. Marketing Leadership in the Digital Era
- Create a well-structured marketing team that is aligned with growth objectives, can effectively balance in-house and outsourced resources, fosters collaboration, and ensures strong leadership to drive business success. Leverage behaviour-based segmentation, data management, channel integration optimisation, and a roadmap to create a seamless omnichannel experience
Live Projects:
- Create a roadmap for omnichannel experience across touchpoints.
- Allocate marketing budget for a B2B firm to meet defined business objectives
Faculty
Prof. Siddharth Deshmukh
Associate Professor, Strategic Marketing
Dr. Anita Basalingappa
Program Director and Professor, Strategic Marketing
Dr. Falguni Vasavada Oza
Professor, Strategic Marketing
Prof. Chandradeep (C D) Mitra
Adjunct Faculty, Strategic Marketing
Prof. Sukaran Thakur
Adjunct Faculty, Communication and Business Management
Prof. Amit Kishore
Adjunct Faculty, Digital Platform & Strategies
Eligibility Criteria
Admission to the programme is based on the following eligibility criteria.
- Any Graduate (10+2+3) /Diploma Holders from a recognised university (UGC/AICTE/DEC/AIU/State Government) in any discipline.
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.
Fees & Financial Support
Fees
- Please visit upGrad’s website for the most up-to-date Program fees, as prices may be subject to change in the future.
- Flexible payment options are available. Speak to upGrad’s counsellors to know more - 1800 210 2020
Key Information
Key Information
Duration
Base Program: 26 weeks Each specialization: 5 weeks
4 months for the core program & additional month for each specialisation
Have a Question?
Fill out a quick form and we'll get back to you with answers or a call.
For specific enquiries, feel free to reach out to the appropriate team below.
upGrad Learner Support For Indian Nationals