Executive Program
in Digital Marketing Strategies

Online4 MonthsStarts 24th Mar 2018$2,250 (Incl. Taxes)

In collaboration with

PG Certification and official alumni status from Cambridge Judge Business School Executive Education and UpGrad‌

Learn. Network. Master.

     Learn

  • 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

  • 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

     Master

  • 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




Program Vitals

Course Duration

Mar 2018 - Jul 2018Online, 4 Months

Time Commitment

4-6 hoursper week

Program Fee

$2,250 (inclusive of all taxes)

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. CJBS has been ranked one of the top 5 B-schools globally by Financial Times in 2017.



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 CJBS, we want to empower individuals to create impact on the world. Become part of this change.”

Dr. Kishore Sengupta

Director of Executive Education, 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

Faculty and Experts: 

  • Prof. Jaideep Prabhu, Cambridge University
  • Winne Palmer, Director, Digital Demand Centre - EMEA, HP
  • Prof. Shasha Lu, Cambridge University 
  • Salma Nisar, Marketing Manager - Digital Transformation and Cloud Business Solutions - Microsoft
  • Khurram Hamid, Chief Digital Officer, Middle East & Africa, Pfizer

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

Faculty and Experts: 

  • Prof. Jaideep Prabhu, Cambridge University
  • Winne Palmer, Director, Digital Demand Centre - EMEA, HP
  • Prof. Ahmed Khwaja, Cambridge University 
  • Salma Nissar, Marketing Manager - Digital Transformation and Cloud Business Solutions - Microsoft
  • Khurram Hamid, Chief Digital Officer, ME& A, Pfizer

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

Faculty and Experts: 

  • Prof. Jaideep Prabhu, Cambridge University
  • Winne Palmer, Director, Digital Demand Centre - EMEA, HP
  • Prof. Ahmed Khwaja, Cambridge University 
  • Salma Nissar, Marketing Manager - Digital Transformation and Cloud Business Solutions - Microsoft
  • Khurram Hamid, Chief Digital Officer, ME& A, Pfizer

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.

Industry Project:

Positioning of Hewlett Packard Enterprises

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

Faculty and Experts: 

  • Jaideep Prabhu, Cambridge University
  • Sasha Lu, Cambridge University 
  • Francesco Orlandino, Sr. Digital Marketing Manager - Latin America, Adidas

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.

Tools:

  • Google Search Console
  • Google Adwords

Case Study: Using organic and paid search marketing for the tennis line of a sports apparel brand in Latin America

Live Project:  Hands on experience on how to create meaningful search campaigns and optimise search

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

Faculty and Experts: 

  • Jaideep Prabhu, Cambridge University
  • Sasha Lu, Cambridge University 
  • Francesco Orlandino, Sr. Digital Marketing Manager - Latin America, Adidas
  • Pradip Lal, Head of Marketing - Ecommerce, Landmark Group

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.

Tools:

  • Facebook Business Manager
  • Unmetric
  • BuzzSumo

Case Study: Using social media to bring traffic to a newly launched e-commerce platform of a retail apparel brand in the middle east for the Landmark Group.

Live Project: Hands-on experience on how to create meaningful social campaigns and optimise 

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

Faculty and Experts: 

  • Prof. Jaideep Prabhu, Cambridge University
  • Cindy Koh, Head of Marketing, Branding Digital & Social - APAC region, ANZ Bank
  • Prof. Sasha Lu, Cambridge University 

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.

Case Study: Using Display and E-mail marketing to increase the usage of the credit card product of a bank in Singapore

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.

Tools:

  • 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.
View more

You will receive the download link in your email.

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