A D VA N C E D C E R T I F I C AT E I N

DIGITAL BRANDING
& ADVERTISING
6 Months | Online
 About
upGrad
The Indian marketing ecosystem has seen an
exponential rise with social media taking
tight grip over the common masses along
with the traditional mainstream media. We
are at an exciting juncture in the business
and economic history of India and need to
market our products in the best way possible
to compete with multiple players in the
market. As more products are being
launched everyday, there is an increased
demand for qualified, well-rounded
marketers to take them to the market in the
most effective way.

To become a successful marketer in today’s

world, you need to have an in-depth

Ronnie
understanding of what marketing means in
the digital age, how to build a brand that your
Screwvala customers can connect with and achieve
business goals in the process.
Co-founder &
Executive Chairman If you are reading this, you may wish to
accelerate your career in Digital Marketing.
With upGrad, we promise to equip you with
the perfect mix of business acumen and
technical capabilities to help you achieve
exactly the same.
 About
MICA
MICA - The School of Ideas, Ahmedabad,
established in 1991, is one of the premier
business management institutions in
Asia-Pacific, known for its prowess towards
Integrated Marketing Strategy, Digital
Transformation Management, Marketing,
Creativity and Communication. Companies
hiring from MICA include Amazon, Axis Bank,
BCG, Google, GroupM, Ogilvy and many
more.

MICA has educated thousands of Marketing

& Business Leaders in the last 25 years, with
alumni stalwarts like Kunal Jeswani, CEO of
Ogilvy India; Athreyan Sundarajan, VP,
Commercial Strategy and Communication

Dr. Preeti
APAC, FOX; Swati Rai, Basel Analyst at
Societe General Global Solutions Centre.
Shroff I can guarantee that the MICA and upGrad
Dean, Mica partnership will bring all the traditional
techniques and tools in marketing and
combine them with cutting edge learning that
will make you the most successful leader not
just in a marketing role but in the world of
business management. In an inter-connected
global world you will emerge as a
responsible responsive smart leader.
INSIGHTS FROM
ACADEMICIANS & INDUSTRY EXPERTS

SIDDHARTH DESHMUKH
Adjunct Faculty & Senior Advisor
MICA

FALGUNI VASAVADA-OZA
Professor
MICA
SIDDHARTH KAPUR
Business Head - Adult Nutrition
and Wellness - India & SEA
Danone

DR. ANITA BASALINGAPPA

Professor
MICA
AMEYA MOHANE
Marketing Consultant |
Former Brand Partner
Leo Burnett

JAGANNATH A.L
Head of Marketing
ThoughtWorks

AUROBINDO MOHANTY
Former VP, Marketing
Reliance Retail

SIDDHANT LAHIRI
Senior Planning Director
Leo Burnett
Why MICA?
MICA - The School of Ideas, established in 1991, is one of the premier business
management institutions in Asia-Pacific, known for its prowess towards
Integrated Marketing Strategy, Digital Transformation Management, Marketing,
Creativity and Communication. Companies hiring from MICA include Amazon,
Axis Bank, BCG, Google, GroupM, Ogilvy and many more.

MICA has educated thousands of Marketing & Business Leaders in the last 25
years, with alumni stalwarts like Kunal Jeswani, CEO of Ogilvy & Mather;
Athreyan Sundarajan, VPN Commercial Strategy and Communication APAC,
FOX; Swati Rai, Global Marketing Solutions, Facebook and many more.

Get access to a vibrant alumni community

Receive regular updates from MICA
Get the chance to network with leaders

Program Highlights
Learn from World-Class Experts
Study from reputed instructors from MICA
Get guidance from industry stalwarts from Amazon, Uber, Reliance and more

Work on Case Studies & Projects

Solve case studies and business problems for companies operating in various industries
Immersive workshops on creative brief writing, brand concept building and much more
Get access to 70+ tool walkthrough videos

Master Skills and Tools

Learn how brand managers build strategies and execute campaigns
Learn how new-age advertisers are buying and planning media
Who is this
program for?
If you are someone who wants to learn about branding and advertising
techniques, models and tools in the digital age, then this program will help
you excel in your professional life.

Five strategies that will help your brand thrive in the digital age

Be faster, be easier, Become a source

be everywhere, of valued content
& be always on for or your customers.
your customers

Make your offering Become a part of

adaptable to your your customers
customers need conversations.

Invite your customers

to help build your
enterprise.
Program
Curriculum
BRANDING FUNDAMENTALS
- Understand the basics of branding and learn to manage the tangible & intangible
characteristics of a brand

CUSTOMER CENTRICITY
- Understand the importance of and how to be a customer-centric brand
- Learn about consumer personas and the drivers of consumer behaviour
- Engage in exciting workshops on crafting insights and testing the brand concept

BRAND EXPERIENCE
- Understand & develop the most suitable brand positioning and identity for your brand

BRAND RELAUNCH
- Understand the need, challenges and process of relaunching an existing brand

BRANDING IN DIFFERENT MARKETS

- Understand how branding helps meet the needs of different markets (FMCG,
Luxury and B2B)
- Understand how branding works in case of international markets

MEASURING BRANDING EFFORTS

- Analyse various brand measurement tools and techniques and learn how to ensure
that the brand implementation processes give the best ROI

INTEGRATED MARKETING COMMUNICATIONS

- Understand the concept of integrated marketing communications and how to
effectively go about planning it
CREATING EFFECTIVE ADVERTISING
- Learn how to create effective advertising, approaching it from brief to strategy and
execution

OFFLINE COMMUNICATIONS
- Understand the nuances of several ATL & BTL advertising channels

DIGITAL MARKETING
- Understand the role of digital marketing in branding and learn the various tools
associated with digital marketing - SEO, SEM, Email & Display

SOCIAL MEDIA MARKETING

- Understand the fundamentals of social media marketing, build a strategy & calendar
and measure campaign performance to make strategic business decisions

CONTENT MARKETING
- Understand the role of content in marketing and branding

MEDIA MANAGEMENT
- Understand the business of the media and entertainment industry

MEASURING ADVERTISING EFFORTS

- Understand the various metrics & tools associated with measuring advertising
efforts across offline & online channels

BRAND & AGENCY

- Gain a practical understanding of the roles & opportunities in branding & advertising

CAPSTONE PROJECT
- Apply the learnings from the program and develop an end-to-end strategy
A GLIMPSE OF THE
UPGRAD LEARNING PLATFORM
*Note: This is just a demo of the platform and might not be an exact reflection of this program

Advanced Certificate in Digital Branding and Advertising

Access anytime
on the web at
learn.upgrad.com
or Mobile App

Advanced Certificate in Digital Branding and Advertising

Course Overview

Advanced Certificate in Digital Branding and Advertising

Calendar

Advanced Certificate in Digital Branding and Advertising

Peer-to-Peer
Discussion Forum
upGrad Peer
Interaction Sessions
Along with online learning, upGrad peer interaction sessions are
periodic sessions for extensive peer-to-peer learning, networking
and idea exchanges. These sessions bring together a learning
experience for all the learners & alumni of upGrad. Held in collaboration
with upGrad’s core teams, peer sessions are informative, fun and a great
add on to the already great learning experience that upGrad provides.

What’s in it
for our learners?
Networking with Faculty
and Student Mentors

Career Building
Sessions

Engaging and Live Group

Projects

Fun and Exciting

Activities

Peer Interaction and Career

Networking
Program Start Date
Visit website

Duration
6 months

Price
INR 1,50,000 + GST

Eligibility
Bachelor's degree in any field

Selection Process
Application submission with a Statement of
Purpose (SOP) to assess your purpose for
applying for the program.
COMPANY INFORMATION
upGrad Education Private Limited
Nishuvi, 75, Annie Besant Road, Worli, Mumbai - 400018
www.upgrad.com