Introduction to the Company

Master Marketing in the Digital AgeUpGrad Digital Marketing Program

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Why should you become a Digital Marketer?Because consumers are spending more and more time on Digital Platforms…

Digital Ad Spends in India to increase on average by +25% between 2013 - 2019

2013 2014 2015 2016 2017 2018 20190

0.5

1

1.5

2

2.5

0.570.74

0.941.17

1.46

1.78

2.17

Digital Media Ad Spend in India (Billion USD)

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

“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

Source: eMarketer, March 2015 Source: Economic Times, August 2014

+25%CAGR

Digital content consumption is exceeding traditional media consumption significantly

PC/Tablet

Mobile

TV

5.04

3.5

2

Hours spent on certain media channels (India)

Source: Global WebIndex, Q4 2014

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2,8456,423

Education OthersReal EstateRetailBFSIAgencyIT/ BPO

Shine.comTotal = 2,670

LinkedInTotal = 8,430

Naukri.comTotal = 11,500

Source: Shine.com, Naukri.com, LinkedIn

“Digital Marketing Jobs” Openings (Feb 2016) across Industries

55%

TraditionalCompanies

17%Agencies

IT/ BPO

10%

Internet/ eCommerce

18%

Distribution of DM workforce across Industries (2015)

Total = ~1.5L

Why should you become a Digital Marketer?… and the opportunities are endless.

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What do recruiters feel is missing?The lack of the marketing & branding fundamentals is a key recruiting challenge

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

Recruiter Type Industry Testimonials

IT / BPO“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

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

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Marketing in Digital Age Attract Audiences Engage Prospects Convert to

CustomersDigital Marketing

Strategy

• Marketing and Branding Fundamentals

• Evolution of Marketing

• Understanding the Digital Customers

• Marketing Strategy

• Marketing - B2C vs. B2B

• Website Optimization• SEO• SEM• Social Media for

Business• Social Media

Advertising• Display Network

Advertising• Affiliate Advertising

• Landing Page Optimization and A/B Tests

• Conversion Rate Optimization

• Content Lead Hooks• Copywriting• Remarketing Techniques• Mobile App Marketing• Video Marketing

• Data Driven Optimization and Strategy

• Tools for Strategy Evaluation

• Cross Channels Optimization Strategies

• Evolve from Competitor Strategies

• Formulating holistic Digital Marketing Plans

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

Marketing in the Digital Age4 weeks

Deep dive into key marketing channels

10 weeks

Manage and Optimise Campaigns

6 weeks

• B2C vs. B2B components

• Lead Generation• Lead Nurturing• Marketing

Automation• Growth Hacking

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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

30 Hours

Interactive Video Lectures

Real Industry Projects

Live Q&A with Industry Experts

Case Feedback from Industry

ExpertTA Office Hours

10 Hours 25 Hours15 Hours60 Hours

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Why UpGrad Digital Marketing program?

15+ Real Industry Projects

Virtual Career Fair

Career Mentoring and Skills Profiling

Live Coaching

Live Campaigns worth 15k

Lifelong Network

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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

- +20 years

- Taj Hotels, Infosys

- Head Digital Marketing

Michael Leander- +20 years

- CEO MarkedU

- Speaker, Consultant & Industry Leader

Sujoy Golan

- +10 years

- Head of Digital Marketing, InMobi

- Lecturer & Professor IIM

Karan Sarin- +15 years - Entrepreneur- CMO OnePlus- VP Digital

FlipKart

Jaideep Prabhu

- Cambridge University

- Jugaad Innovation

- Award winning author

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

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

Syllabus Design Lecturing Industry Projects Hiring and Placement

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Who is this program for?

①Traditional Marketers

②Digital Marketers

③Entrepreneurs and Business Executives