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The MICA & upGrad Advanced Certificate in Digital Marketing

Detailed Syllabus

Phase 1: Core Modules (The Foundation)

  1. Marketing Fundamentals: Transitioning from traditional to digital, STP, and the 4Ps of marketing.
  2. Digital Landscape: Understanding the customer journey and modern marketing funnels.
  3. Website & Presence: Building a web presence using WordPress and understanding UX/UI basics.
  4. Social Media Marketing: Organic and paid strategies for Meta, LinkedIn, and YouTube.
  5. Search Engine Optimization (SEO): Keyword research, On-page/Off-page SEO, and GEO.
  6. Search Engine Marketing (SEM): Creating and optimizing Google Ads (Search, Display, Video).

Phase 2: MarTech & Analytics Layer

  • Marketing Analytics: Deep dive into GA4, tracking setup, and data visualization.
  • Email & Content Marketing: Automated drip campaigns using GetResponse or Mailchimp.
  • Generative AI for Marketers: Prompt engineering, ChatGPT strategy, and Midjourney creatives.

Phase 3: Specialization Options (Choose One)

  • Branding & Communication: Brand identity, consumer psychology, and global branding.
  • Performance Marketing: Ad scaling, ROI, and attribution modeling.
  • Social Media & Content: Influencer marketing and advanced video strategy.
  • Marketing Analytics: Predictive modeling using Excel and SQL.

🛠️ Tools & Projects

  • SEO: SEMrush, Moz, SpyFu
  • Social: Hootsuite, Meta Business Suite, Canva
  • Ads: Google Ads Manager, Facebook Ads Manager
  • Analytics: GA4, Google Data Studio, CleverTap
Live Projects: Run a live marketing campaign with a real budget and build a WordPress blog from scratch.

🎓 Career Benefits

  • MICA Executive Alumni Status: Access to MICA alumni network.
  • 1:1 Mentorship: Sessions with experts from Google, Meta, and Amazon.
  • Career Support: Resume feedback, mock interviews, and 300+ hiring partners.

Course Overview

  • Total Fee: ₹85,000 (Includes Core Program + 1 Specialization)
  • Additional Specialization: ~₹15,000 each
  • Duration: 26–32 Weeks (6–7 Months)
  • Time Commitment: 10–12 Hours/Week
  • Certification: Advanced Certificate + Executive Alumni Status
  • Are they any academic prerequisites?
  • This course is for all those who want to learn to speak fluent English. Each course is recommended for specific audience. This course is ideal for professionals or fresher who are planning to enter corporate world. Graduates, Post-graduates, working professionals looking to improve their communication skill.
  • What Infrastructure do I need to attend this session?
  • You will need a PC/laptop with webcam, headset or speakers.
  • What is the validity of the course?
  • The course is valid for 6 months.
  • How do I login to the course?
  • User Id and password will be sent to your registered email ID. Using your ID and password you can start your course.
  • Can I run the course on multiple PCs?
  • Yes, the course can be run using your log in credentials. It is not bind to the system.
  • Can I repeat the exercises within the course?
  • What if I have an academic query or I need some assistance?

85,000

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