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PG Certification in
Digital Marketing & CommuniCATion

with specialisations in

Branding & CommunicationSocial Media & Content Marketing Marketing Analytics

in association with

Successfully launched

12 batches
250+Recruitment partners

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Advertising, Marketing, Media & Entertainment
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Software, IT, Internet, Ecommerce
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PG Certification & Official Alumni Status from MICA

Complete the program successfully and recieve a Post Graduate Certification in Digital Marketing & Communication, along with individual PG Certifications in the specialisations you choose. You also receive official MICA Alumni Status and get to be a part of a community of Marketing Leaders

Certificate of Completion from Facebook

Upon running the FB campaigns and completion of the Facebook module, you will receive official certification from Facebook and UpGrad in business growth using FB.

MICA - The School of Ideas

MICA, established in 1991, is one of the premier business management institutions in Asia-Pacific, known for its prowess towards integrated marketing strategy & communication. MICA has educated thousands of Marketing & Business Leaders in the last 25 years, with Alumni stalwarts such as Kunal Jeswani, (CEO of Ogilvy & Mather India); Athreyan Sundarajan (VPN Commercial Strategy and Communication at FOX APAC); Swati Rai (Global Marketing Solutions at Facebook) and many more. Benefits of being a MICA Alumni include -

  • Access to a vibrant community of Alumni
  • Receive regular updates on MICA developments
  • Get the chance to network with leaders

Dr. Preeti Shroff,Dean, MICA
“We have partnered with UpGrad to create the next set of leaders in Digital Marketing and Communication. This course will give you the best of MICA and the best of UpGrad to help you build a leadership career in Digital Marketing.”

Dr. Preeti Shroff

Dean, MICA

Program Syllabus

13 Modules24 weeks

Duration : 2 weeks | Jaideep Prabhu, Cambridge University, Prof. Rajneesh Krishna, MICA

To master marketing, it is imperative to understand how marketing has evolved over time. This module will help you:

  • Define marketing and its functions, learn basics of developing strategies & plans, capturing Insights, connecting with customers, building brands and more.
  • Learn Segmentation, Targeting & Positioning. See how segmentation methods like demographics, psychographics, lifestyle, life stages, behaviour and more function. Create positioning plan for any given product (with a given segmentation and target group).
  • Deep dive into businesses with the 4P concept. Learn the 4Ps for different types of businesses using Product, Price, Place, Promotion based on examples. Further, understand the interdependence of 4Ps concept.
  • Understand Competition & Environment by analysing the competitive environment using Porter's 5 forces using business examples.
  • Learn the different elements of a building a brand like brand identity (messaging), brand image, brand position, brand equity, brand attributes. Furtner, learn consumer expectations, price and other competitive factors.
  • See how consumer psychology influences buying behavior. Learn the main drivers of consumer behavior, intrinsic and extrinsic motivations, Maslow's hierarchy theory, Freudian theory of consumer psychology and more.

Industry Project: Apply your marketing fundamentals for Momoe, a payment app for B2B and B2C sector.

Duration : 1 week | Prof. Siddharth Deshmukh, MICA, Rajeev Sharma, Former digital head- JWT

To connect with the consumer, it is essential to learn the most effective ways of communicating with the onset of Digital. In this module you will learn:

  • Learn all about how communities have evolved. The different types of communities like Action, Local, Professional & Interest based communities. Learn about different aspirations of communities, how to create a community & leverage it for your business.
  • See how content creation strategies have evolved with the new aged consumer having exposure to so many mediums specially digital.
  • Learn how communication has evolved in the Digital Era. Learn about the new approaches towards communication like messaging vs residue, authenticity, relevance, open and helpful communication.

Case Study: Learn how marketing has transformed in the Digital Age with UTI Mutual Funds.

Duration : 2 weeks | Anshul Khandelwal, Marketing Head, UpGrad

To deep dive into each Digital channel, you need to first understand the Digital Marketing landscape and how we measure performance across each of these. In this module you will deep dive into:

  • How the Consumer Funnel functions across B2B & B2C businesses. Define and learn the different stages of consumer funnel: Awareness, Consideration, Purchase and delight. Apply the Consumer Funnel across both B2C as well as B2B businesses. Further, construct a non-linear funnel using ZMOT (zero moment of truth).
  • Learn about how different digital media channels function, what kind of messaging and targeting is possible across the different funnel stages citing a few examples.
  • Learn about Customer Acquisition Costs and LTV, how to calculate and understand the significant impact of CAC & LTV across industries. Further learn how different measurements are present for each stage of the consumer funnel like traffic, bounce rate, session duration, repeat users, specific page visits and transactions.

Industry Project: Analyse the performance of an online business with respect to business level metrics of CAC and LTV.

Duration : 2 weeks | Romil Desai, UI/UX Head ,UpGrad, Anshumani Rudra - Ex VP Practo, Anish Tripathi - AVP Design BookmyShow, Gaurav Joshi - Head of Design,

In this module you will learn how UI & UX are essential elements that a marketer needs to understand in order to build successful Digital real estate:

  • Identify the different elements of a website such as navigation bar, header, footer, etc. Further, understand the significance and utility of each of these elements.
  • Learn the Basics of UX: Usability and Delight. Further, learn the components of conceptual design including concept, objects, actions and attributes. You’ll also learn the significance of each of these components.
  • Deep dive into Information architecture and wireframes. We’ll be taking you through the different aspects a marketer needs to work with while building designs and wireframes with the design team.
  • Learn the essentials of visual design, implementation and testing. Learn in detail about Gestalt's principles, typography, color selection, graphics and visual hierarchy principles. Further, learn about roles and responsibilities of marketing and design teams. You will also learn about the Importance of testing for the website.

Industry Project: Created in conjunction with Bajaj Auto and its advertising partner, you will design a global website for Bajaj. This will include creating Information architecture and designing the wireframe.

Duration : 3 weeks | Prof. Falguni, MICA, Sumit Verma, Senior Manager-Digital Marketing-Grofers

On social media, content is the driving factor. With this module you will be able to:

  • Plan content based on social media platforms and also community building and user base growth hacking across channels.
  • Measure performance of social media campaigns using metrics and translating to actual business growth in terms of brand lift & customer acquisition.
  • Learn comprehensive Social Media frameworks such as AID + LIRA developed by Michael Leander.

Case Study: Learn how Star Sports created a successful viral social media campaign for the Cricket World Cup with the Mauka Mauka Campaign. Also, experience how Grofers used social media to generate awareness and increase revenue.

Live Project: Live Project: Use real money to set up and optimize your own facebook campaigns. This project will help you develop the expertise in how campaigns are managed on Facebook.

Facebook Certification: On successful completion of the social media module including Facebook content, you will receive an exclusive certificate from Facebook highlighting your expertise in Digital Marketing using Facebook strategies.

Duration : 1.5 weeks | Pradeep Shankar, President- Rage communications, Neville Medhora, VP and Head of India business, Rage communications, Dinesh Vernekar, Product Manager, Walnut

95% of search result clicks happen on the first page of Google results. With this module you will be able to:

  • Understand what Google & other search engines identify as a SEO optimized page.
  • Learn how to implement On and Off page SEO strategies.
  • Identify keywords relevant to your business and use them in website content for better ranking.
  • Measure SEO impact using tools such as Google Analytics and Webmaster Search Console.

Case Study: Learn how Thomas Cook created a microsite for it’s new travel segment, which increased Thomas Cook’s organic traffic many folds.

Duration : 1.5 weeks | Sujoy Golan, Former Head-Global digital marketing- InMobi

This module will help you:

  • Set-up & Optimize Google Search campaigns, with all the basics of keywords, ad copies, settings & optimization techniques.
  • Understand Google's methodology for evaluating ranking of ads and set up a search network campaign.
  • Create and execute strategies for Google Shopping campaigns and Gmail sponsored promotion campaigns targeted to gmail users based on the keywords in their email.

Live Project: You will be setting up, launching and optimizing a Google Adwords campaign and spending real money. The project will help you understand how businesses use this effective pull marketing channel.

Industry Project: You will be creating a search campaign for an e-commerce business, and decide how to create campaign structures with keywords and ad groups and further analyse the performance of the campaign.

Duration : 1 week | Sujoy Golan, Former Head-Global digital marketing- InMobi

Display ads on an average get 4 times as many views as search ads. In this module, you will:

  • Understand display advertising, types of display ads and major ecospace elements such as, advertiser and publisher.
  • You will get an overview of real-time bidding with examples.
  • Also know how to access ad exchanges using an ad network.
  • On completion you will be able to set up a display campaign in Google Adwords and use the performance data to optimize it.

Duration 2 weeks | Karan Sarin, Chief Marketing officer- Razorpay

Companies spend, on average, 25% of total marketing budgets on content marketing. This module will help you:

  • Understand how to plan, create, distribute and analyse your content marketing efforts.
  • You will be able to decipher what kind of content help you improve the discoverability of your product.

Case Study: Learn how Click Asia used frugal content marketing techniques to overcome the paid campaign roadblocks which lead to a successful Click Asia summit event.

Duration 3 weeks | Michael Leander, CEO- Markedu, Sujoy Golan, Former Head-Global digital marketing- InMobi

User Nurturing is a critical marketing function to transform prospects into revenue generating customers. As part of this module you will learn 3 essential elements:


Email is one of the most effective channels of paid marketing since it is highly targeted and you communicate directly with the user. On completion of this module, you will be able to:

  • Write compelling marketing emails, build and segment a list of email ids.
  • You will also be able to use an automation tool to automate the email sending process and very importantly, measure the effectiveness of your email campaigns.


95% of a website's visitors do not carry out any transactions on their first visit. Learn how remarketing functions so as to not lose potential customers. On completion you will be able to:

  • Create remarketing strategies across different digital marketing channels such as Google & Facebook.
  • Create relevant remarketing lists, basis website data.
  • Create relevant ads for your website visitors according to their actions.
  • Measure the conversions through remarketing and evaluate means to improve your strategy.

Lead Nurturing

For a campaign to be successful connecting marketing efforts to sales efforts is imperative. With this module:

  • You will know how to nurture a contact into a prospect using multiple techniques and channels.
  • You will be able to create an effective lead nurturing framework, to score leads & prioritize them for sales basis their interaction with a brand’s website.

Case Study: See how Zivame used email drip marketing, customer segmentation and nurturing techniques to increase revenues from their email channel.

Industry Project: You will choose the consumer segments from your existing campaigns which are most profitable basis list analysis, and decide which of these segments combined with the effective marketing communication would work best for remarketing.

Duration 2 weeks | Sakhee Dheer, Digital Marketing lead, Asia Pacific- Facebook

Unlike in traditional marketing, performance of every campaign can be measured in digital marketing using analytics. With this module:

  • Understand your website visitors behavior & their traffic source.
  • Measure the performance of campaigns at organization level by using matrices such as CTR, Cost per conversion and organic data.
  • Set goals for your business functions, and see how traffic across various sources is translating to your business goals.

Case Study: See how UpGrad measures and optimizes data for one of its online programs, across multiple traffic channels such as Google, Facebook & Organic mediums.

Duration 1 week | Lijo Isac, VP-Growth marketing- Practo

Creating growth is one of the more advanced marketing functions, that also interplay with product and have tech involvement. This module will help you understand:

  • What growth hacking is and how it can help boost marketing results across the funnel, from acquisition to retention.
  • How to analyse existing product and user data to draw one relevant metric to evaluate and apply different hacks across digital channels and marketing funnels.

Case Study: Nearbuy used innovative growth techniques to build awareness and engagement for the popular Batman Vs Superman movie.

Duration 2 weeks | Apurva Chamaria, VP-HCL

At this stage, you will be able to:

  • Evaluate the performance of digital channels in accordance to marketing goals and apply your accumulated knowledge to create integrated digital marketing plans, based on your industry, TG, Channel contribution and the different funnel stages that your business contributes to.
  • Analyse an integrated campaign from a CAC vs Scale model.

Across the program you will be training in various aspects of mobile marketing and cross device marketing. The different elements where we’ll be covering mobile are:

  • Facebook Marketing on Mobile
  • Using SEM for Mobile Ads
  • App Store Optimization on Mobile
  • Mobile Analytics
View more

You will receive the download link in your email.