Master Marketing in the Digital Age UpGrad Digital Marketing Program

Introduction to the Company

Why should you become a Digital Marketer? Because consumers are spending more and more time on Digital Platforms, industry is in a great need of talent that can help them market to their customers there Digital Ad Spends in India to increase on average by +25% between 2013 - 2019 CAGR

Digital content consumption is exceeding traditional media consumption significantly Hours spent on certain media channels (India)

+25%

2.5 2.17 2

TV

1.78

2

1.5 Lakh Jobs to be created in Digital Marketing

“With both businesses and consumers increasingly shifting their focus to the digital medium, 1.5 lakh jobs will be created in Digital Marketing by 2016” Economic Times, August 2014

1.46

1.5 1.17

0.94

1

Mobile

0.74

3.5

0.57 0.5

PC/Tablet

0 2013

2014

2015

2016

2017

2018

2019

5.04

“Almost every single brand has put in place a digital marketing strategy and are struggling to hire people to execute the same” L Subramanyam, Founder – Trivone Digital, Economic Times

Digital Media Ad Spend in India (Billion USD) Source: eMarketer, March 2015

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Source: Global WebIndex, Q4 2014

Source: Economic Times, August 2014

What do recruiters feel is missing? In Digital Marketing roles across industries; the lack of the marketing & branding fundamentals is a key recruiting challenge Recruiter Type

IT / BPO

Industry Testimonials

“We need people who can talk to clients and understand digital and brands not only one channel” – Ashok Lalla, (Ex)-Infosys

Agencies

“Many people know about Digital vehicles but lack understanding of marketing principles” – Rohan Bhansali, Gozoop

Traditional Companies

“People don’t understand the digital ecosystem and the inter-depedencies” – Belson Coutinho, Jet Airways

Internet / eCommerce

“Ecommerce firms find it very hard to hire both analytically and creatively strong people” – Karan Sarin, OnePlus

Source: Primary interviews, Shine.com, Naukri.com, LinkedIn

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Digital Marketers – across industries – are lacking the strategic vision of marketing and understanding of both branding & digital

Why UpGrad Digital Marketing program? Learn from industry leaders Developed by industry leaders with years of experience in branding and digital

Mentoring Case study feedback, Live instructor sessions, TA hours

Placement Assistance Our Industry partners would shortlist candidates for career opportunities based on profile and performance in the program

Live Project Get hands-on experience by running a live project

20+ Cases co-designed with Industry Apply your learning to solve real industry marketing solutions

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With you even after the Program 12 months access to program content and lifelong access to UpGrad Alumni Network

Who is this program for?

What will this program contain?

Traditional Marketers

Stay relevant in Digital Age and open yourself to a host of new opportunities, by learning skill sets you require to succeed in the digital age

Interactive Video Lectures

30 hours

Real Industry Projects

60 hours

Live Q&A with Instructors

15 hours

Case Feedback from Industry Professionals

10 hours

Teaching Assistant Office Hours

25 hours

Digital Marketers Develop strategic vision of marketing along with deep channel specific knowledge to differentiate yourself to take your career to the next level Entrepreneurs and Business Executives Attract leads, engage prospects and convert them to customers for your business by developing a clear understanding of what marketing program

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How would be your learning experience be like? One week comprises a mixture of asynchronous content, case studies & assignments as well as online live interactions on the weekends 1-2 hours per week

3-4 hours per week

1-2 hours per week

Interactive, Recorded Content

Case Studies & Team Projects

Live Online Discussions

Throughout the week at the students own pace

Throughout the week at the students own pace

On weekends at a scheduled time

Network

Support

Frameworks Theoretical frameworks to develop, execute and optimize marketing strategy

Facilitate networking for students through dedicated events in main cities

Give students 24/7 support to teaching and research assistants

Application

Case Studies

Content library

Challenging students to apply hands-on learning on their job or business

Allow students to hands-on experience on actual marketing campaigns

Give access to repository of lectures, tools walkthroughs, interviews with leading marketers

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How do we collaborate with industry? We generate original, state-of-the-art content with our industry partners who deliver recorded lectures on cutting-edge topics, sponsor projects with real data sets, and mentor students along the way Syllabus Design

Key Activities

• Together with Industry Leadership board, co-design the syllabus for UpGrad’s program in order to guarantee that the program is extremely relevant to Industry needs

Lecturing

• Work closely with UpGrad to create a specific module in the Program

• Define learning objectives for modules, assignments & assessments for subjects

Industry Projects • Co-Create with UpGrad’s content team industry relevant case studies and projects that cater your organization’s needs • Mentor students / assess students • Engage students in real-life projects

UpGrad has partnered with multiple companies and agencies to contribute to program design, syllabus, lecturing and projects.

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Who are key people behind this program? UpGrad has comprised a board of industry leaders to steer its pedagogy, academic rigor and industry relevance

Ashok Lalla

Jaideep Prabhu

Michael Leander

Sujoy Golan

Karan Sarin

An award-winning Digital Marketing leader with more than 22 years of experience across industries. Previously managed worldwide Digital Marketing for Taj Hotels, Havas South Asia, Mindshare and Infosys.

Jaideep Prabhu is a professor of marketing at Cambridge University. He has consulted leading digital brands such as Barclays, Vodafone, Nokia, Phillips. He is an alumnus of IIT-Delhi and the University of Southern California.

An award winning marketing speaker, trainer and consultant with both CEO and CMO stints in leading European Digital companies . Founder of MarkedU – a global marketing training company.

Head of Global Digital Marketing at Inmobi – one of the world’s largest mobile Ad platforms. He coaches startups and is a guest lecturer at IIM Calcutta, where he teaches students Digital and Growth Marketing.

Head of Marketing at OnePlus India. Earlier, he was a Director at Flipkart, where he built Flipkart’s Gift Cards business from ground-up to a multimillion dollar business. Previously he was founder and CEO of an Internet startup.

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How is the curriculum differentiated? Marketing fundamentals, followed by deep dive into channels, and then tying it up together Marketing in the Digital Age 4 weeks

Deep dive into key marketing channels

Manage and Optimise Campaigns

10 weeks

6 weeks

Marketing in Digital Age

Attract Audiences • • • •

•

Marketing and Branding Fundamentals

•

Evolution of Marketing

•

Understanding the Digital Customers

•

•

Marketing Strategy

•

•

Marketing - B2C vs. B2B

•

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Website Optimization SEO SEM Social Media for Business Social Media Advertising Display Network Advertising Affiliate Advertising

Convert to Customers

Engage Prospects

Digital Marketing Strategy

•

Landing Page Optimization and A/B Tests

•

B2C vs. B2B components

•

Data Driven Optimization and Strategy

•

Conversion Rate Optimization

•

Lead Generation

•

•

•

Lead Nurturing

Tools for Strategy Evaluation

Content Lead Hooks

•

•

•

Copywriting

Marketing Automation

Cross Channels Optimization Strategies

•

Remarketing Techniques

•

Growth Hacking

•

•

Mobile App Marketing

Evolve from Competitor Strategies

•

Video Marketing

•

Formulating holistic Digital Marketing Plans

Experience real Industry scenarios 20 plus case studies co-designed with some of the leading companies and marketing agencies LEARN

EXPERIENCE

• Learn concepts from leading marketing professionals and academics

• Experience the challenges that marketers in the digital age face by stepping into their shoes

• Develop strategic vision of marketing

• Top performers receive case feedback right from the Industry professional

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APPLY

• Apply the learning to your own context • Keep Track of Business Plan

How do Case Studies add value to Industry partners as well as students? In order to bridge the gap between education offering and an employer’s skill requirements, industry-driven Case Studies become extremely important

UpGrad Industry Case Studies allow employers to…

UpGrad Industry Case Studies allow students to…

 Access talent in an early-stage environment and

 Apply learned concepts in actual scenarios

identify potential candidates  Evaluate candidates basis real projects and results rather than meaningless marksheets  Educate employees through UpGrad program

 Experience real-life industry challenges to get firsthand insights  Become industry-ready before joining a company  Get in touch with and receive feedback from industry experts

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Our course designers have worked with some of the leading digital brands!

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Mentoring Sessions Live Q&A with Instructors

Resolve all your queries around the course and how it applies to your job or business in this simulated classroom like online sessions with our Instructors Case Feedback from Industry Professionals Top performers in each of our Industry Projects get direct online interactive sessions with the Industry Professionals Teaching Assistant Office Hours Our in-house team of Digital Marketing experts would host office hours wherein they would address any of your academic or career related queries. Page -13-

Placement Assistance Resume and Interview Preparation Learn how to put our best foot forward by highlighting your best qualities to your prospective employer Leading Companies and Agencies pick candidates Our industry partners would receive profiles and program score sheet of the students, and they would shortlist suitable candidates Facilitating Hiring and Placements Like a placement cell in a university, UpGrad would facilitate the hiring process end-to-end

Start your Digital Marketing Career

Apply Now

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