Executive Program in Strategic Digital Marketing
4.5 /5- Offered byupGrad
- Private Institute
- Estd. 2015
Executive Program in Strategic Digital Marketing at upGrad Overview
Duration | 5 months |
Mode of learning | Online |
Schedule type | Self paced |
Difficulty level | Advanced |
Credential | Certificate |
Executive Program in Strategic Digital Marketing at upGrad Highlights
- Get Joint Certificate from Cambridge Judge Business School Executive Education and UpGrad
- Achieve Tangible Career Impact through 1-on-1 industry mentorship sessions
Executive Program in Strategic Digital Marketing at upGrad Course details
- 100+ learning modules from leading Cambridge faculty and industry experts
- 8 sector specific case studies conducted by experts from Facebook, HP, HCL, Adidas, ANZ and Landmark Group
- Doubt Resolution within 24 hours through dedicated team of Teaching Assistants
- Hands-on experience with 7 tools widely used by marketers
- 2 live simulation projects to strategize, execute and manage campaigns across digital channels
- Rigorous and customized feedback on all assignments and projects
- Three 1-on-1 mentoring sessions with industry experts of your choice
- Exclusive membership to Program Alumni group run by Cambridge Judge Business School Executive Education and UpGrad
- Lifetime access to networking sessions to be hosted in India
- This program has been designed in collaboration with world renowned faculty and industry experts for professionalss who want to master digital marketing techniques. This program best fits your requirements if you are amongst one of the below profiles
- MARKETING PROFESSIONALS who want to develop deep understanding of digital marketing, integrate traditional and digital media and get best results for their digital campaigns
- SENIOR MANAGEMENT LEADERS who understand that digital marketing know-how would be critical in making strategies for businesses and companies to succeed
- ENTREPRENEURS who plan to increase their customer outreach via digital medium in a cost-effective, time proven and scalable manner
Executive Program in Strategic Digital Marketing at upGrad Curriculum
Digital Landscape, Channels and Changing Consumer Behavior
Concepts
Impact of digital transformation on the traditional marketing landscape
Understanding the core behavior of the "Digital Customer"
Re-thinking the consumer journey for the digital customer
Overview of the digital marketing channels
Driving transition from Mass Markets to Consumer Networks
Case Study
Analyse the effect of digital transformation in your own organization and lay out a plan to drive marketing in this changing landscape
Customer Segmentation, Positioning and Branding
Concepts
Staying relevant in the Digital World
Next-gen customer segmentation - Descriptor, Behavior and Benefit-based approach
Thumb rules to establish your positioning statement
Thumb rules to establish your positioning statement
Breakaway, Stealth and Straddle positioning Pros and cons of emotional, rational and cultural branding
Digital as an enabler for personalized branding
Framework to chose between Mass, Differentiated or Niche targeting
Case Study
Hewlett Packard Enterprise (HPE) brand journey: Work on real-life scenario and propose a strategy to effectively position and brand the enterprise division to HP's customers
Search Engine Marketing and Optimization - SEO and SEM
Demystifying search engines
Search Engine Optimization - Content, Technical and Off Page
SEO Audit - diagnosing your web pages using top tools
Different keyword strategy - generating and shortlisting
Seach ad campaigns - generating traffic, leads and sales
Ad campaign structures - campaign, ad group and ad copies
Mastering advanced features like Call Extensions, Site Extensions
Measuring and optimizing search ad campaigns
Case Study/ Application
Use latest simulation tools and "ad dollars" to create and optimize simulated campaigns, practice A/B testing and plan bid strategies
Sports Apparel Brand: Design a search marketing plan for a struggling tennis line of the business
Social Media Marketing
Concepts
Holistic view of social media channels including Facebook, Instagram, Twitter, LinkedIn, Snapchat, etc.
Brand awareness, engagement, selling and social listening
Understanding Network Effect as a driver of social media
Going viral with effective content strategy and influencer based marketing
Selecting channel-mix based on campaign objectives and industry types
Organic v/s paid social media
Social media strategy - planning, monitoring and optimizing
Case Study/ Application Marketing
Experience Star Sports' Mauka Mauka campaign to get 50 billion impressions
Create a social media strategy for a leading retailer from Middle East launching its E-commerce arm
Use simulation tool to manage, plan and identify platforms for social media campaigns
Display, App and Email Marketing
Concepts
Display advertising ecosystem
Best practices for display marketing
Measuring and optimizing display campaigns
Measuring and optimizing display campaigns
Affiliate Marketing - different cost models and their use cases
Breaking the myths about email market ecosystem
Mobile app marketing strategies to drive adoption and engagement
Case Study/ Application
Devise a strategy for using display and email marketing for a credit card product of a Singapore based bank
Use simulation tools to launch multiple email campaigns and setup email journeys
Channel Mix, Agency Management and Budget Optimization
Concepts
Making the omni-channel approach work
Deciding the channel and device mix
Working on an integrated marketing framework
Choice between in-house set-up or agency supervision
Writing effective agency briefs
Content strategy and marketing automation
Budget allocation and optimization
Case Study
Devise an integrated marketing strategy for HCL's IoT division
Metrics, ROI and Executive Reporting
Concepts
Business metrics for various objectives along the funnel
Estimating customer lifetime value and acquition cost
Uber's innovative LTV and CAC estimation model
Multiple routes for effective digital marketing analytics
Design custom dashboards for executive reporting
Case Study
Identify relevant ROI monitoring metrics, build a dashboard and extract key business insights
Other courses offered by upGrad
Student Forum
Anything you would want to ask experts?
