Executive Program
in Digital Marketing Strategies

Online4 MonthsStarts 18th Jan 2018$2,250 (Incl. Taxes)

In collaboration with

Joint certificate from Cambridge Judge Business School and UpGrad

Upon successful completion of all programme activities, combined with satisfactory grades on all assessments, participants are awarded a Certificate of Attendance and Completion from Cambridge Judge Business School Executive Education and UpGrad.

Learn. Network. Master.


  • Learn concepts from Cambridge Judge Business School Faculty
  • Study real-life cases and get insights from industry leaders from Facebook, HCL Technologies & more across India, Africa, UAE and beyond
  • Get the right mix between global faculty insights and local industry experience


  • Network and collaborate with the best marketing minds in the world
  • Be an integral part of group projects and peer to peer reviews
  • Participate in exclusive meetups in selected cities across the globe


  • Get profound experience in strategizing and managing digital campaigns through simulations, case studies and projects
  • Learn how to allocate budgets and lead in the age of Digital Transformation

Learn from Digital Leaders

Meet the Cambridge Faculty and Marketing leaders who will teach you

Jaideep Prabhu, Professor of Marketing

Jaideep Prabhu

Professor of Marketing

Khurram Hamid, Chief Digital Officer - Africa and Middle East

Khurram Hamid

Chief Digital Officer - Africa and Middle East

Sakhee Dheer, Head - Digital Marketing
Watch Video

Sasha Lu

Lecturer in Marketing

Apurva Chamaria, Head Corporate Marketing
Watch Video

Apurva Chamaria

Head - Corporate Marketing

Ahmed Khwaja, Reader in Marketing

Ahmed Khwaja

Reader in Marketing

Sakhee Dheer, Head - Digital Marketing

Sakhee Dheer

Head - Digital Marketing

Facebook APAC

Francesco Orlandino, Sr. Digital Marketing Manager - Latin America

Francesco Orlandino

Sr. Digital Marketing Manager - Latin America

Prdip Lal, Head of Marketing, Ecommerce

Prdip Lal

Head of Marketing, Ecommerce

Winnie Palmer - Director, Digital Demand Centre, EMEA

Winnie Palmer

Director, Digital Demand Centre, EMEA

Program Vitals

Course Duration

Jan 2018 - Apr 2018Online, 4 Months

Time Commitment

4-6 hoursper week

Program Fee

$2,250 (inclusive of all taxes) Flexible Payment Option (Scholarship available)

Cambridge Judge Business School

With more than 800 years of history in educating leaders, the University of Cambridge is one of the most prestigious universities in the world.

Established in 1990, Cambridge Judge Business School has forged a reputation as a centre of rigorous thinking and high-impact transformative education. The School works with every student and partner or client organisation at a deep level, identifying important problems and questions, challenging and coaching people to find answers, and creating new knowledge. Reflecting this consistency and mission to create impact, CJBS MBA Programme has been ranked 5th globally by Financial Times in 2017.

With a proven record of educating global leaders, Cambridge Judge Business School Executive Education programmes are developed to help executives and organisations from both public and private sectors achieve operational excellence and results.

Dr. Kishore Sengupta, Director, Cambridge Judge Business School Executive Education
“CJBS' academic rigour and expertise in conjunction with UpGrad's online learning experience expertise, will make this program a deeply engaging journey for all of us. At Cambridge Judge Business School, we want to empower individuals to create impact on the world we work and live in. Become part of this change.”

Dr. Kishore Sengupta

Director of Executive Education, Cambridge Judge Business School and Reader, Cambridge Judge Business School

Program Syllabus

8 Modules with individual projects4 Months

Identify the user motivation to create a specific communication for your brand. Analyze how new-age digital technologies and consumer behavior can impact your business

Topics Covered:

  • Consumer Psychology
  • Digital Consumer
  • Digital Marketing Overview
  • Digital Transformation

Module Outcomes:

You will learn to:

  • Identify what drives consumer behavior in terms of product and brand adoption
  • Identify the changing consumer journey on the digital space with the help of the linear and non-linear consumer funnel
  • Identify key elements in the digital marketing framework; Identify different media types as part of a marketing plan
  • Analyze the framework and attributes of disruptive innovations in the digital age, factors that constrain incumbent response to disruptive innovations and the strategies to sustain it and develop an action plan based on this.

Design a marketing framework and begin with segmenting the market and effective targeting using STP methodology

Topics Covered:

  • Introduction to Marketing in the Digital World
  • Segmentation and Targeting

Module Outcomes:

You will learn to:

  • Identify the different ways in which a brand segments the market
  • Evaluate different target segments in terms of their attractiveness to a business.

Analyse the competition using porter's 5 force model; 3 Cs; 4Ps framework to come up with a strong branding & marketing strategy

Topics Covered:

  • Positioning and Competitive Environment Analysis
  • 4 Ps in the digital world
  • Branding in the digital world
  • Module Outcomes:

You will learn to:

  • Analyse the competitive scenario of an industry using Porter’s five forces and positioning of competition using Perceptual Maps.
  • Use the 4 Ps framework to optimise digital marketing strategy
  • Come up with convincing and impactful narratives to convey the company's brand value and value proposition to build a consumer base.

Strategize and supervise the execution of Search Engine Optimisation and Search Engine Marketing marketing plans, with a measurable impact on the business. Learn in depth how to leverage Google and other platforms

Topics Covered:

  • Organic Search and Search Engine Optimisation
  • Paid Search and Search Engine Marketing

Module Outcomes:

You will learn to:

  • Identify keywords and create strategies based on the knowledge of research capabilities of various tools. Work with a developer to optimize page structures, tags, content and other on-page elements. Supervise off-page SEO and link building. Measure the success of SEO efforts and the impact on the business, suggest optimisations based on these.
  • Create an SEM plan - including campaign and keyword strategy. Supervise a campaign manager to run ad groups, keywords, and bids. Leverage advanced SEM ad formats such as call outs, ad extensions, click to call etc. Make optimisation suggestions/ decisions based on campaign reports/results at mid campaign as well as end campaign stage. Drive the SEM strategy for a digital business.


  • Google Search Console
  • Google Adwords

Build strategies to engage users via Social Media Marketing and Content Marketing to keep them hooked onto your brand. Learn in depth how to leverage Facebook, LinkedIn, Twitter and other platforms

Topics Covered:

  • Social Media Marketing
  • Content in the Digital World and Content Marketing

Module Outcomes:

You will learn to:

  • Decide the channels to establish a brand's presence, develop a social media strategy, set goals, allocate budget in line with business goals and set KPIs for the campaigns.
  • Create a content marketing strategy for a business, which also clearly articulates how it would aid the business : plan content creation and distribution across channels based on the audience and business objectives.


  • Facebook Business Manager
  • Unmetric
  • BuzzSumo

Nurture your leads with the help of Email Marketing, Remarketing, Display Marketing and Mobile Marketing to push your users along the consumer funnel

Topics Covered:

  • Display Marketing
  • Email Marketing and Remarketing
  • Mobile and Video Marketing

Module Outcomes:

You will learn to:

  • Identify how display marketing can target customers at different stages of the funnel. Evaluate and select the kind of publishers, affiliates, revenue models and content and format which would be suitable for the brand.
  • Build a strategy to convert prospects into revenue generating customers using email, remarketing and lead nurturing: Build a remarketing plan for your business with defined audiences and flow. Drive email marketing strategy for a business - both B2B and B2C - across content ideation, flow, CTAs and results.
  • Use mobile marketing for a business - to acquire and engage users on this rapidly growing channel. Drive use video of content across channels for organic as well as paid, especially for mobile.

Identify the right data sets and metrics in order to efficiently measure the impact of your campaigns. Leverage tools such as Google Analytics in order to create meaningful dashboards and learn how to analyse and adjust campaigns to maximize impact

Topics Covered:

  • Digital analytics overview
  • Deriving Insights from CRM metrics
  • Choosing the Right Metrics & Creating Marketing Dashboards

Module Outcomes:

You will learn to:

  • Identify different types of digital analytics and their roles in digital marketing
  • Build an action plan based on CRM insights
  • Identify focus digital metrics for a business. Based on this, build a dashboard. Critically examine and take strategic decisions based on dashboard insights.


  • Google Analytics

Integrate all your channels, business and marketing efforts together across branding and awareness, customer acquisition and nurturing as well as budgeting. Leverage all channels in order to create business impact

Topics Covered:

  • Integration: Branding and Awareness
  • Integration: Customer Acquisition and Lead Nurturing
  • Leveraging Automation Tools
  • Budgeting
  • Module Outcomes:

You will learn to:

  • Devise a digital marketing strategy aimed at generating branding and awareness for a business
  • Build an integrated digital marketing strategy focussed on customer acquisition spanning different channels and acquisition tactics.
  • Choose the tools best suited to help achieve marketing objectives - to acquire customers and grow the business.
  • Follow industry best practices to determine budget allocation and split between traditional and digital and across different digital channels.
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