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Curriculum

Deep dive into 12 engaging modules, complete with Real Life Case Studies and Industry Projects

Module Description
Evolution of Marketing and Marketing Fundamentals

To master marketing, it is imperative to understand how marketing has evolved over time. This module will help you:

  • Understand the evolution of Marketing

  • The reasons for changes and how the digital consumer behaves.

  • You will also about the basic building blocks of any marketing activity including 4Ps, 3Cs of Customer, Content and Communication, Chasm theory and Community building to mention a few.

Case Study

Learn how marketing has transformed in the Digital Age with UTI Mutual Funds

Industry Project

Apply your marketing fundamentals for Momoe, a payment app for B2B and B2C sector.

Digital Marketing Channels and Metrics

With this module you will be able to:

  • Define how different digital marketing channels such as email, SEO, social media play a role at different points in the consumer funnel.

  • You will also be able to translate business goals into marketing goals using matrices like customer acquisition costs and lifetime value of a consumer.

Industry Project

Analyse the performance of an online business with respect to business level metrics of CAC and LTV.

Designing and Building Web Owned Presence

This module will help you understand:

  • The digital counterparts of the brand properties.

  • The best practices for website design and user experience creation across industries.

  • On completion you will be able to ideate mock-ups of web pages and navigation structure specific to business,

  • You will also be able to create an information architecture and wireframes.

Industry Project

Created in conjunction with Bajaj Auto and its advertising partner, you will design a global website for an Bajaj. This will include creating Information architecture and designing the wireframe.

Social Media Marketing

On social media, content is the driving factor. With this module you will be able to:

  • Plan content based on social media platforms and also community building and user base growth hacking across channels.

  • You will also be able to measure performance of social media campaigns using metrics and translating to actual business growth in terms of brand lift & customer acquisition.

  • You will also learn a comprehensive Social Media frameworks like AID + LIRA developed by Michael Leander.

Case Study

Learn how Star Sports created a successful viral social media campaign for the Cricket World Cup with the Mauka Mauka Campaign. Also, experience how Grofers used social media to generate awareness and increase revenue.

Search Marketing: Search Engine Optimisation(SEO) & Search Engine Marketing (SEM)

Search Engine Optimisation

95% of search result clicks happen on the first page of Google results.

  • Understand what Google & other search engines identify as a SEO optimized page.

  • Learn how to implement On and Off page SEO strategies.

  • On completion you will be able to identify keywords relevant to your business and use them in website content for better ranking

  • You will also be able to measure SEO impact using tools like Google Analytics and Webmaster Search Console.

Search Engine Marketing (SEM)

This module will help you:

  • Set-up & Optimize Google Search campaigns, with all the basics of keywords, ad copies, settings & optimization techniques.

  • You will be able to understand Google's methodology for evaluating ranking of ads and set up a search network campaign.

  • You will also be able to create and execute strategies for Google Shopping campaigns and Gmail sponsored promotion campaigns targeted to gmail users based on the keywords in their email

Industry Project

You will be creating a search campaign for an e-commerce business, and decide how to create campaign structures with keywords and ad groups and further analyse the performance of the campaign.

Case Study

Learn how Thomas Cook created a microsite for it’s new travel segment, which increased Thomas Cook’s Organic Traffic many folds.

Display

Display ads on an average get 4 times as many views as search ads. In this module, you will:

  • Understand display advertising, types of display ads and major ecospace elements like, advertiser and publisher.

  • You will get an overview of real-time bidding with examples.

  • Also know how to access ad exchanges using an ad network.

  • On completion you will be able to set up a display campaign in Google Adwords and use the performance data to optimize it.

Mobile App Marketing

80% of total users in India use mobile to access the internet. Reach such users better by effectively promoting an app to increase its rate of installation using app store optimization. With this module:

  • You will be able to improve your rank within the App Store and Google Play Store.

  • You will be able to track the performance of your app and understand how to improve your your app engagement and purchases.

Content Marketing

Companies spend, on average, 25% of total marketing budgets on content marketing. This module will help you:

  • Understand how to plan, create, distribute and analyse your content marketing efforts.

  • You will be able to decipher what kind of content help you improve the discoverability of your product.

Case Study

Learn how Click Asia used frugal content marketing techniques to overcome the paid campaign roadblocks which lead to a successful Click Asia summit event.

User Nurturing: Email, Remarketing and Lead Qualification

User Nurturing is a critical marketing function to transform prospects into revenue generating customers. As part of this module you will learn 3 essential elements:

Email

Email is one of the most effective channels of paid marketing since it is highly targeted and you communicate directly with the user. On completion of this module, you will be able to:

  • Write compelling marketing emails, build and segment a list of email ids.

  • You will also be able to use an automation tool to automate the email sending process and very importantly, measure the effectiveness of your email campaigns.

Remarketing

95% of a website's visitors do not carry out any transactions on their first visit. Learn how remarketing functions so as to not lose potential customers. On completion you will be able to:

  • Create remarketing strategies across different digital marketing channels like Google & Facebook.

  • Create relevant remarketing lists, basis website data.

  • Create relevant ads for your website visitors according to their actions.

  • Measure the conversions through remarketing and evaluate means to improve your strategy.

Lead Nurturing

For a campaign to be successful connecting marketing efforts to sales efforts is imperative. With this module:

  • You will know how to nurture a contact into a prospect using multiple techniques and channels.

  • You will be able to create an effective lead nurturing framework, to score leads & prioritize them for sales basis their interaction with a brand’s website

Case Study

See how Zivame used email drip marketing, customer segmentation and nurturing techniques to increase revenues from their email channel.

Project

You will choose the consumer segments from your existing campaigns which are most profitable basis list analysis, and decide which of these segments combined with the effective marketing communication would work best for remarketing.

Web Analytics

Unlike in traditional marketing, performance of every campaign can be measured in digital marketing using analytics. With this module:

  • You will be able to understand your website visitors behavior & their traffic source.

  • You will be able to measure the performance of campaigns at organization level by using matrices such as CTR, Cost per conversion and organic data.

  • You will be able to set goals for your business functions, and see how traffic across various sources is translating to your business goals.

Case Study

See how UpGrad measures and optimizes data for one of its online programs, across multiple traffic channels like Google, Facebook & Organic mediums.

Growth Hacking

Creating growth is one of the more advanced marketing functions, that also interplay with product and have tech involvement. This module will help you understand:

  • What growth hacking is and how it can help boost marketing results across the funnel, from acquisition to retention.

  • You will be able to analyse existing product and user data to draw one relevant metric to evaluate and apply different hacks across digital channels and marketing funnels.

Case Study

Nearbuy used innovative growth techniques to build awareness and engagement for the popular Batman Vs Superman movie.

Defining a Robust Marketing Strategy

At this stage, you will be able to:

  • Evaluate the performance of digital channels in accordance to marketing goals and apply your accumulated knowledge to create integrated digital marketing plans, based on your industry, TG, Channel contribution and the different funnel stages that your business contributes to.

  • You will also learn how to analyse an integrated campaign from a CAC vs Scale model.

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