MBA (Global) with

Digital Marketing Certification

Get Ready for Local and Global Career Opportunities
Welcome to Deakin's Deakin University CRICOS Code 00113B
Deakin University CRICOS Code 00113B

MBA (Global) Program

I am delighted to introduce you to the Deakin University Master of Business
Administration (Global) – a transformative, applied and flexible program that will
progress your business career. The MBA (Global) is an online degree and is designed to
build your business acumen, enhance your decision-making and communication skills, and
ultimately further your career as a manager and leader in your chosen field.

Deakin Business School (DBS) is accredited by AACSB and EQUIS. Beyond simply acquiring
skills and knowledge, the MBA (Global) is underpinned by a commitment to enhance your
career, expand your networks and advance your professional development. Taught by
highly-skilled academic staff with strong industry links, it is a program that’s continually
informed by Industry.

Over the past decade, we have seen a massive change. Working professionals are

“
increasingly looking to upskill themselves. DBS has worked on the MBA (Global) course
content, keeping in mind this need of the professionals. upGrad has ensured that the course
remains relevant to the Indian job market and has sought input from industry leaders and key
influencers.

Deakin’s MBA (Global) will challenge, captivate and inspire you. Importantly, it will be an
enduring and valued credential to further your career. I look forward to welcoming you to
Deakin University and to the progressive learning and development experiences of our MBA
(Global).

Prof. Colin Higgins

Professor,
MBA (Global)
Mudra Institute of Communications (MICA), Ahmedabad, established in 1991, is one of
the premier business management institutions in Asia-Pacific, known for its prowess
towards integrated marketing strategy & 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 APAC, FOX; Swati Rai, Basel Analyst at
Societe General Global Solutions Centre.

I can guarantee that the MICA and upGrad 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.

Dr. Preeti Shroff

Dean,
MICA
About
upGrad
upGrad is an online education provider that helps individuals to develop their professional
potential in the most engaging learning environment. Online education is a fundamental and
much needed disruption that will have a far-reaching impact. At upGrad, we are working
towards transforming this online education wave into a tsunami! We are taking a full-stack
approach of leveraging content, technology, marketing and services to offer quality
education at scale in partnership with corporates and academics to offer a rigorous and
industry relevant program.

Based on our market research and conversation with the industry, we have identified that
quality professional MBA education has critical supply demand imbalance. Our vision is to
design and deliver the best in class MBA (Global) program to empower the next generation
of global leaders with leadership skills, global awareness, and critical and analytical thinking
for accelerated career enhancement. Through the MBA (Global), upGrad in association with

“
Deakin Business School will help working professionals exercise effective leadership at
senior levels along with the understanding of the nature of global issues impacting them.

With upGrad, we promise to equip you with the perfect mix of business acumen and technical
capabilities to help you achieve your career goals.

Our aim is simple:

We strive to create high-impact,
hands-on experiences that prepare
students for meaningful and
productive careers.

Ronnie Screwvala
Co-founder & Chairman
Why Study The
Online MBA (Global)?

INTERNATIONAL BUSINESS 1/10TH THE

EXPOSURE COST

MBA (Global) curriculum covers various A full-time MBA in any of the foreign
aspects of business through a global university would cost an average of
lens. The projects are also based on 60,000 USD. Compared to this, an
international business scenarios. online MBA will cost you nearly
1/10th the price.

GLOBAL NETWORK ONE STEP TOWARDS

THROUGH ALUMNI BASE MOVING ABROAD

Connect with a vast alumni base An MBA (Global) degree from an

and gain access to global job international university may increase
opportunities. your chances of getting selected in an
overseas job.

PRACTICAL LEARNING CONTINUE TO WORK

EXPERIENCE WHILE STUDYING

There is a strong focus on real-life Get an MBA degree without giving up

business problems. This is achieved your current job. Save the hassle of
through access to industry relevant relocation.
projects and case studies.

*for terms and conditions please visit https://www.upgrad.com/mba-deakin-university

WHY MICA?
MICA, established in 1991, is one of the premier business management
institutions in Asia-Pacific, known for its prowess towards integrated marketing
strategy & 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 community of Alumni

• Receive regular updates on MICA developments
• 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 HCL, Facebook & more

Experience Case Studies & Projects

- Solve Case Studies from Thomas Cook, Grofers & more
- Solve Industry Projects including Live Projects for Facebook,
Google Search and Display Marketing.

Master Skills & Tools

- Learn analytics tools (like Google Analytics, etc) to attract quality traffic
- Convert leads into business revenue across digital sources
Why upGrad?
INDUSTRY MENTORS
• Receive unparalleled guidance from
industry mentors, teaching assistants
and graders
• Receive one-on-one feedback on
submissions and personalised feedback
on improvement
STUDENT SUPPORT
• Student Support is available 7 days a
week, 24*7
• You can write to us via
studentsupport@upgrad.com or for
urgent queries, use the "Talk to Us"
option on the Learn platform
Q&A FORUM
• Timely doubt resolution by industry
experts and peers
• 100% expert verified responses to
ensure quality learning
EXPERT FEEDBACK
• Personalised expert feedback on
assignments and projects
• Regular live sessions by experts to
clarify concept-related doubts
BASECAMP AND
INDUSTRY VISITS
• Fun-packed, informative and career
building workshops, including
sessions by industry professionals
and professors
• Group activities with your peers and
alumni
INDUSTRY NETWORKING
• Live sessions by experts on various
industry topic
• One-on-one discussion and fee
back sessions with industry mentors
Program Structure

PG CERTIFICATION IN
DIGITAL MARKETING AND
COMMUNICATION WITH MICA

5 months + 1.5 months specialization

After successful completion of the PG Certification in Digital Marketing and

Next meeting eligibility requirements, students will move onto the Bridge Program by
upGrad to get 6 units as Recognition for Prior Learning from Deakin University.

BRIDGE PROGRAM
BY UPGRAD

3 months

Next

MBA (GLOBAL) FROM

DEAKIN BUSINESS SCHOOL

1 year
Learn from Top Academic
& Industry Experts

DOREN CHADEE SIMONA SCARPARO

Professor Professor
Deakin Business School Deakin Business School

MELISSA PARRIS SIDDHARTH DESHMUKH

Professor Adjunct Faculty & Senior Advisor
Deakin Business School MICA

FALGUNI VASAVADA-OZA DR ANITA BASALINGAPPA

Professor Professor, Marketing
MICA MICA

JAIDEEP PRABHU SAKHEE DHEER

Professor of Marketing Head - Digital Marketing
Cambridge University Facebook APAC
Elements of
Career Services
JOBS ON CAREER CENTRE
Career Centre offering upGrad jobs across
experience levels and CTC ranges.
Easy apply feature for upGrad hiring
partner vacancies
Create resume at profile builder and
with one click to apply for various jobs
UPGRAD CAREER FAIRS
Recruitment Drive to connect you with
the best talent admirers in the industry
Get access to a wide range of
opportunities and find the perfect job
Participate in group projects and
challenges with exciting rewards
Apply your learnings to real industry
problems
INTERVIEW PREPARATION
Pre-recorded content on topics such as:
Profile building, communications etc
Problem solving approach
Approaching guesstimates
Domain specific interview question bank
and much more...
PROFILE BUILDER (AI-POWERED)
An easy to use Resume, LinkedIn and
Cover letter preparation tool.
Resume Score: AI-Driven Resume Score
Realtime recommendations to improve
Match your resume to the JD and check
fitment
LinkedIn Profile Review
Cover Letter creation
JUST IN TIME INTERVIEW
PREP (JIT)
For upcoming job interviews JITs are
conducted within 48 hours for eligible
programs.
Tailored to job role and target domain
Real time feedback and tips for
improvement
HIGH PERFORMANCE COACHING
Dedicated coaches working with you to
identify best suited career opportunities
Help you define your value proposition
Lay out a Career Path and help you
adhere to your timelines and goals
Help you with interview preparations,
finding jobs in the market, salary
negotiations and other preparation as
required
PERSONALISED INDUSTRY SESSION
90-minute sessions over the weekend by
leading industry experts.
Session categories: Career, Technical and
Communications
Doubt resolution
Develop proof of concepts and apply
theoretical concepts in the real world
Assess skill levels
Peer Networking
Classroom element
Business communication sessions and
much more...
CAREER MENTORSHIP SESSIONS
Get personalised career advice through 1-1
sessions with industry experts.
Goal setting for better employment results
Industry Readiness Assessment report
discussion
PROGRAM
CURRICULUM
DIGITAL MARKETING LANDSCAPE 4 WEEKS

Analyse the STPs and 4Ps fameworks. Manage marketing communication of a brand.
Analyse the community dynamics, digital marketing strategy and content strategy
based on key principles. Analyze the modern day digital consumer. Understand how
various digital marketing channels work in tandem.

• Fundamentals of Marketing
• Digital Marketing Metrics and Channels
• Customer Centricity
• Projects/Case Study

DIGITAL CHANNEL DEEP DIVES 1 8 WEEKS

Identify the type of website, create a step-by-step user-centric design process,

design a wireframe. Establishing a brand's social identity, create a social media
strategy and optimise campaigns. Create, execute and analyse a SEO strategy.

• Designing a web presence

• Social Media Marketing
• Search Engine Optimization
• Projects/Case Study

DIGITAL CHANNEL DEEP DIVES 2 8 WEEKS

Create and execute a SEM strategy. Analyze and create display campaigns in Google
Adwords. Plan, create, distribute and analyse your content marketing efforts.
Understand and draft an email strategy.

• Search Engine Marketing (SEM)

• Programmatic & Display Advertising
• Content Marketing
• User Nurturing
• Projects/Case Study
 MARKETING ANALYTICS AND INTEGRATED
3 WEEKS
STRATEGY
Track and and analyse the results of digital marketing to further optimise a
business's marketing efforts. Detail an integrated digital marketing strategy
focussed on customer acquisition spanning different channels.

• Web Analytics
• Defining a Robust Digital Marketing Strategy
• Planning DM Resources (Agency/Team)

CAPSTONE PROJECT AND E-COMMERCE

3 WEEKS
BOOTCAMP
Apply the learnings from the program and build an end-to-end strategy for a brand
campaign Learn how to manage and sell your products through online marketplaces
/owned channels

• e-Commerce Bootcamp
• Capstone Project

TOTAL 26 WEEKS

CHOOSE FROM ANY 1 SPECIALISATION

BRANDING AND COMMUNICATIONS 6 WEEKS

Get an in-depth understanding of branding and communication concepts to create

successful integrated marketing campaigns for your consumer.
Understand the different methods of measuring customer-based brand equity and
evaluating brand positioning.
• Fundamentals of Branding
• Brand Engagement Strategy
• Branding for International Markets
• Marketing Communications
MARKETING ANALYTICS 6 WEEKS

Understand the concepts of databases, basics of SQL, predictive analytical

techniques and data-based segmentation techniques like RFM analysis & lustering
analysis.
Execute & strategize campaigns by integrating all promotional data under the
umbrella of Google Analytics.
Learn storytelling using visual representations.
• Marketing Data Identification and Collection
• Marketing Data Integration and EDA
• Predictive Analytics and Decision Making

SOCIAL MEDIA & CONTENT MARKETING 6 WEEKS

Understand the process of content creation and the art of storytelling to reach out
to consumers at different stages of the funnel.
Get an in-depth understanding of how social media works and how to measure
campaign performance across Facebook, Instagram and LinkedIn.

• Deep Dive into Content Marketing

• Paid Advertising on Social Media Platforms
• Community Management

MARKETING COMMUNICATIONS
6 WEEKS
(FOCUS ON PR)
Learn the art & science of end-to-end campaign planning with focus on strategy as
well as creative communications.
Get an in-depth understanding of Public Relations to develop media relationships,
manage online reputation of businesses and curate crisis management strategies.
• Integrated Marketing Communication
• Developing creative communication
• Public Relations
BRIDGE COURSES (6 COURSES WITH 22 MODULES)

BUSINESS COMMUNICATION
Use principles of effective communication and presentation to communicate and build
a personal brand. Example: Create a promo video: Record yourself presenting an
operational issue related to your role to a board of directors.

ACCOUNTING AND FINANCE

Use financial intuition and knowledge of financial statements for better decision
making. Example: Look at the financial statements of an SME and decide how much to
invest in return of a 20% stake, where statements and industry scenario are the only
considerations.

DECISION SCIENCES
Design experiments using decision trees and hypothesis testing as the first step in
data-based decision making. Example: As a manufacturer, verify the fact that your
product lasts at least 5 years from the date of purchase on an average in order to
promise a relevant warranty.

BUSINESS ECONOMICS
Use economic principles and theory for better decision-making Example: Roleplay as a
cab aggregator - what is the optimum amount by which prices should be surged during
peak hours?

SALES AND DISTRIBUTION MANAGEMENT

Design an integrated sales strategy for an organisation by focusing on specific
channels and designing incentive schemes for distributors. Example: Create an
action plan to increase sales in a particular territory.

OPERATIONS & SUPPLY CHAIN MANAGEMENT

Identify major cost heads and opportunities for optimisation in the value chain.
Measure productivity in sourcing, production and logistics using input, process and
output framework. Appreciate how a successful supply chain strategy can provide
companies with an increased market share and reduced costs.

TOTAL 12 WEEKS
DEAKIN COURSES

STRATEGY FORMULATION AND STRATEGIC

CAPABILITY
STRATEGY FORMULATION 4 WEEKS
Analyse the organisational environment and governance factors to
assist in diagnosis of complex organisational issues and propose
evidence-based recommendations.
Utilise analysis and decision-making tools of strategic management
to support the activities of strategy formulation, implementation and
evaluation in a variety of organisational contexts.

STRATEGIC CAPABILITIES 4 WEEKS

Recognise the importance of building strategic capabilities to
improve organisational performance.
Develop understanding of various concepts, theories and tools
required for aligning internal and external resources to build
strategic capability.

INNOVATION BY DESIGN
DESIGN THINKING 4 WEEKS
Identify and prioritise issues of disruption and apply design
thinking tools and frameworks in a business context.
Critically analyse, reflect on and synthesise problem solving
and ideation methods and design thinking approaches to plan
for the future use of a range of design thinking tools, models
and methodologies.
LEADING STRATEGIC INNOVATION 4 WEEKS
Critique the value of design thinking strategies for innovation
and propose a workable solution to an identified complex
(wicked) problem.
Undertake independent research to develop specific knowledge
in an industry context.
FINANCING YOUR STRATEGY
FINANCIAL ANALYSIS AND BUDGETING 4 WEEKS
Requires students to evaluate an organisation’s financial position
in order to appraise its capacity to fund strategic options.
Requires students to assess the effects of financing costs on the
businesses budget.

CAPITAL RAISING AND PLANNING 4 WEEKS

Requires students to compare and contrast different financing
options in the context of a specific case.
Requires students to recommend a viable corporate financing plan
in the context of the organisation’s budget and other operational
commitments.

INTERNATIONAL BUSINESS
INTERNATIONAL BUSINESS ENVIRONMENTS 4 WEEKS
Undertake a systematic and critical evaluation of the external
global business environment.
Apply relevant theories, models and frameworks to assess
international business opportunities.

INTERNATIONAL BUSINESS STRATEGY 4 WEEKS

Undertake an applied and practical research project in International
Business and make recommendations for strategic decision-making.
Demonstrate an advanced understanding of key international business
theories and models, and their relevance.

HIGH PERFORMING ORGANISATIONS

DEVELOPING HIGH PERFORMING TEAMS 4 WEEKS
Deconstruct and apply various models and theories associated
with building high performing organisations.
Appraise how the people in organisations are impacted by
leadership, organisational culture and organisational design.

ORGANISATIONAL STRUCTURE AND DESIGN 4 WEEKS

Appraise how people in organisations are impacted by leadership,
organisational culture and organisational design.
Develop personal insight into own practice by examining the role of
leaders and managers in creating and maintaining high performing
organisations.
GLOBAL CAPSTONE
GLOBAL CAPSTONE 4 WEEKS
Integrate functional and discipline-based methods and concepts
of organisations to develop insights into complex, contemporary
business issues and apply this to, address emerging global
business trends and challenges.
Apply problem solving skills and creativity to diagnose
organisational issues, arrive at evidence-based conclusions and
develop strategies and the changes required to implement
recommended courses of action.
Provide clear, well-reasoned and professionally presented advice
to effect organisational change.

TOTAL 44 WEEKS
Program
Details
PROGRAM START DATE PROGRAM FEES
Please visit our website for more details 5,29,800 (Incl. Taxes)
Flexible Payment Options available
DURATION
Does not include cost of 1-week
DM Certification - 7.5 months (Core+1) immersion program
upGrad Bridge Course - 3 months
Deakin MBA - 12 months

ELIGIBILITY
Bachelor's Degree (min. 50%)
3 years relevant work experience
Must meet Deakin’s English Language requirements

Please note that the admissions to MBA (Global MBA) is subject to successful completion of the
Digital Marketing Program

ADMISSIONS PROCESS

STEP-1 STEP-2 STEP-3

Application Form Review and Shortlisting of Enrollment
Fill out an application Suitable Candidates Profile Shortlist and
Shortlisting /Profile review Round Enrollment
with Academic Counselor

For further details, call us at 18002102020 or deakin_mba@upgrad.com

COMPANY INFORMATION
upGrad Education Private Limited
Nishuvi, 75, Dr. Annie Besant Road
Worli, Mumbai - 400018
Deakin University CRICOS Provider Code: 00113B