PG Certification in
Digital Marketing & Communication

Online5 MonthsStarts June 2017Rs. 70,000  (+taxes)

in association with

PG Certification from MICA & Official MICA Alumni Status

Upon successful completion of the program, you will be awarded a Post Graduate Certification in Digital Marketing & Communication from MICA; receive official MICA Alumni status & be part of a network of thousands of Marketing Leaders.

Learn. Experience. Master.

Learn 25 Digital Marketing Disciplines & Tools

Learn digital strategies and tools on website building, SEO, SEM, Display, Social Media, Remarketing, Email, Mobile Marketing, Inbound, Content, Analytics, Sales Integration, Digital Communities & Building Digital Marketing Plans.

Experience 20 Business Cases & Run Live Campaigns

Experience Real Business cases of brands such as Star Sports social media campaign, Thomas Cook’s microsite approach, Grofers hyperlocal ad targeting & more. Further, run Live Campaigns with real money on Facebook, Google Adwords & Display Channels.

1-on-1 Mentoring & Career Support

Interact with Faculty & Industry Experts, get 1-on-1 feedback on your industry projects. Apply for suitable digital marketing profiles through our career support. We will help you select and prepare for interviews in 1-on-1 mentoring sessions.

Learn from the Digital Experts

This program has been designed in collaboration with MICA Faculty & Marketing Leaders.

Falguni Vasavada-Oza, Associate Professor, Marketing Chair, Online Programs

Falguni Vasavada-Oza

Associate Professor, Marketing

Chair, Online Programs

Sakhee Dheer, Head - Digital Marketing
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Sakhee Dheer

Head - Digital Marketing

Facebook APAC

Siddharth Deshmukh, Associate Dean Professor & Area Leader, Digital Platform & Strategies

Siddharth Deshmukh

Associate Dean

Industry Partnerships, Digital Platform & Strategies

Apurva Chamaria, Head Corporate Marketing
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Apurva Chamaria

Head - Corporate Marketing

Rajneesh Krishna, Associate Dean

Rajneesh Krishna

Associate Dean

Professor & Area Leader, Strategic Marketing

Jaideep Prabhu, Professor of Marketing

Jaideep Prabhu

Professor of Marketing

Prithviraj Banerjee, Head of Agency, DigitasLBi

Prithviraj Banerjee

Head of Agency

Michael Leander, Founder & Marketing consultant
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Michael Leander

Founder & Marketing consultant

Sujoy Golan, Head - Marketing

Sujoy Golan

Head - Marketing

Rajeev Sharma, Former Head of Digital
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Rajeev Sharma

Former Digital Head

Pradeep Shankar, Sr. Vice President
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Pradeep Shankar

Sr. Vice President

Karan Sarin, Head - Marketing

Karan Sarin

Head - Marketing

Deepika Rodrigo, Vice President
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Deepika Rodrigo

Vice President

Ashok Lalla, Independent Digital and Marketing Advisor

Ashok Lalla

Independent Digital and

Marketing Advisor

Dinesh Vernekar, Product Manager, Walnut

Dinesh Vernekar

Product Manager

Byomkesh Kumar, Sr. Manager Digital & Brand Marketing

Anshul Khandelwal


Sumit Verma, Sr. Manager - Digital Marketing, Grofers
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Sumit Verma

Sr. Manager - Digital Marketing

Kavita Jhunjhunwala, Founder and Head - Digital
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Kavita Jhunjhunwala

Founder and Head - Digital

Program Vitals

Course Duration

Jun 2017 - Nov 2017Online, 5 months

Time Commitment

6-8 hoursper week

Program Fee

Rs. 70,000 + 15% Tax Part Payments & EMI options available

MICA - The School of Ideas

MICA, established in 1991, is one of the premier business management institutions in Asia-Pacific, known for its prowess towards integrated marketing strategy & communication. MICA has educated thousands of Marketing & Business Leaders in the last 25 years, with Alumni stalwarts such as Kunal Jeswani, (CEO of Ogilvy & Mather India); Athreyan Sundarajan (VPN Commercial Strategy and Communication at FOX APAC); Swati Rai (Global Marketing Solutions at Facebook) and many more. Benefits of being a MICA Alumni include -

  • Access to a vibrant community of Alumni
  • Receive regular updates on MICA developments
  • Get the chance to network with leaders

Dr. Preeti Shroff,Dean, MICA
“We have partnered with UpGrad to create the next set of leaders in Digital Marketing and Communication. This course will give you the best of MICA and the best of UpGrad to help you build a leadership career in Digital Marketing & Communication.”

Dr. Preeti Shroff

Dean, MICA

Program Syllabus

12 Modules20 weeks

Duration : 1 week | Professor : Siddharth Deshmukh (Associate Dean, MICA), Falguni Vasavada-Oza (Associate Professor, Marketing )

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

  • How has Marketing changed over the years?
  • Segmentation, Targeting & Positioning
  • Marketing Management through the 4P concept
  • Branding: Concept of Unconscious mind
  • Using 3Cs : Consumer, Communication and Content; Introduction to Consumer Funnel
  • Competition & Environment
  • Changing paradigm of Marketing
  • How communities are evolving in the online space

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.

Duration : 1 week | Professor : Rajneesh Krishna (Associate Dean, MICA)

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.
  • Translate business goals into marketing goals using matrices such as 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.

Duration : 1 week | Professor : Pradeep Shankar

This module will help you understand:

  • The digital counterparts of brand properties.
  • The best practices for website design and user experience creation across industries.
  • How 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 Bajaj. This will include creating Information architecture and designing the wireframe.

Duration : 1 week | Professor : Sumit Verma

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.
  • Measure performance of social media campaigns using metrics and translating to actual business growth in terms of brand lift & customer acquisition.
  • Learn comprehensive Social Media frameworks such as 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.

Facebook Certification: On successful completion of the social media module including Facebook content, you will receive an exclusive certificate from Facebook highlighting your expertise in Digital Marketing & Communication using Facebook strategies.

Duration : 3 weeks | Professor : Pradeep Shankar, Sujoy Golan

Search Engine Optimisation

95% of search result clicks happen on the first page of Google results. With this module you will be able to:

  • Understand what Google & other search engines identify as a SEO optimized page.
  • Learn how to implement On and Off page SEO strategies.
  • Identify keywords relevant to your business and use them in website content for better ranking.
  • Measure SEO impact using tools such as 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.
  • Understand Google's methodology for evaluating ranking of ads and set up a search network campaign.
  • 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.

Duration : 3 weeks | Professor : Sujoy Golan

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 such as, 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.

Duration : 1 week | Professor : Dinesh Vernekar

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.

Duration : 2 weeks | Professor : Karan Sarin

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.

Duration : 3 weeks | Professor : Sujoy Golan, Michael Leander

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 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.


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 such as 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.

Industry 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.

Duration : 1 week | Professor : Sakhee Dheer

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

  • Understand your website visitors behavior & their traffic source.
  • Measure the performance of campaigns at organization level by using matrices such as CTR, Cost per conversion and organic data.
  • 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 such as Google, Facebook & Organic mediums.

Duration : 1 week | Professor : Lijo Issac

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.
  • How 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.

Duration : 2 weeks | Professor : Apurva Chamaria

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.
  • Analyse an integrated campaign from a CAC vs Scale model.
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