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Executive Program
in StrategIC Digital Marketing

Online4 MonthsStarts 7th September, 2018Rs. 99,750 + taxes as applicable

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Students from:

India, Singapore, Malaysia, Indonesia, Nigeria, Philippines, South Africa, Thiland, UAE, USA, Myanmar

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Digital Managers, Channel Specialists
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GM, VP, Director
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Business Head, C-Suite Executive
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Joint Certificate from Cambridge Judge Business School Executive Education and UpGrad‌

Program Highlights

Global Content, Local Context

  • 100+ learning modules from leading Cambridge faculty and industry experts

  • 8 sector specific case studies conducted by experts from Facebook, HP, HCL, Adidas, ANZ and Landmark Group 

  • Doubt Resolution within 24 hours through dedicated team of Teaching Assistants

Action Based Learning

  • Hands-on experience with 7 tools widely used by marketers

  • 2 live simulation projects to strategize, execute and manage campaigns across digital channels

  • Rigorous and customized feedback on all assignments and projects

Career Assistance

  • Three 1-on-1 mentoring sessions with industry experts of your choice

  • Exclusive membership to Program Alumni group run by Cambridge Judge Business School Executive Education and UpGrad

  • Lifetime access to networking sessions to be hosted in India

Program Vitals

Program Fee

Rs. 99,750 + Taxes
EMI starts at INR 3,931/- month.

EMI Plans

Course Duration

Sep'18 - Jan'194 months

We recommend

4-6 hoursper week

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.

Cambridge Judge Business School has forged a reputation as a centre of rigorous thinking and high-impact transformative education. To know more about Cambridge Judge Business School and its collaboration with UpGrad, click here.

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.”

Dr. Kishore Sengupta

Director of Executive Education, Cambridge Judge Business School

Program Syllabus

7 Modules with individual projects4 Months


  • Impact of digital transformation on the traditional marketing landscape
    • Digital brand transformation of UK's Metro Bank
  • Understanding the core behavior of the "Digital Customer"
  • Driving transition from Mass Markets to Consumer Networks
    • Coca Cola's "Share a Coke" campaign
  • Re-thinking the consumer journey for the digital customer
  • Overview of the digital marketing channels

Case Study

  • Analyse the effect of digital transformation in your own organization and lay out a plan to drive marketing in this changing landscape


  • Staying relevant in the Digital World
  • Next-gen customer segmentation - Descriptor, Behavior and Benefit-based approach
  • Framework to chose between Mass, Differentiated or Niche targeting
    • Ford's transition from a single model mass producer to segmented car manufacturer 
  • Thumb rules to establish your positioning statement
    • 7UP's repositioning itself in the soft drinks market dominated by Coke
  • Breakaway, Stealth and Straddle positioning
  • Pros and cons of emotional, rational and cultural branding
    • Apple's brand transformation via the "Think Different" campaign
  • Digital as an enabler for personalized branding
    • Starbuck's in-app customization - bringing delight to the customer

Case Study

  • Hewlett Packard Enterprise (HPE) brand journey: Work on real-life scenario and propose a strategy to effectively position and brand the enterprise division to HP's customers


  • Demystifying search engines
  • Search Engine Optimization - Content, Technical and Off Page
  • Different keyword strategy - generating and shortlisting
    • Google's calculation of ad ranks for the keyword "vacation"
  • SEO Audit - diagnosing your web pages using top tools
    • Nike's keyword research and landing page optimization
  • Seach ad campaigns - generating traffic, leads and sales 
  • Ad campaign structures - campaign, ad group and ad copies
    • DELL's search ad copy analysis
  • Mastering advanced features like Call Extensions, Site Extensions
  • Measuring and optimizing search ad campaigns
    • HCL's optimization of their landing page to get more leads

Case Study/ Application

  • Use latest simulation tools and "ad dollars" to create and optimize simulated campaigns, practice A/B testing and plan bid strategies
  • Sports Apparel Brand: Design a search marketing plan for a struggling tennis line of the business


  • Holistic view of social media channels including Facebook, Instagram, Twitter, LinkedIn, Snapchat, etc.
    • Brand lift facebook campaigns by Horlicks and Snapdeal
  • Brand awareness, engagement, selling and social listening 
    • Tesla doing it right: power of social listening
    • Volkswagen, IBM pioneering social media based lead generation campaigns
  • Understanding Network Effect as a driver of social media
  • Going viral with effective content strategy and influencer based marketing
  • Selecting channel-mix based on campaign objectives and industry types
    • Axis Bank's effective social media channel-mix strategy
  • Organic v/s paid social media
    • Maxx Fashion's innovative marketing tactics
  • Social media strategy - planning, monitoring and optimizing
    • Adobe maximizing its digital marketing returns

Case Study/ Application

  • Experience Star Sports' Mauka Mauka campaign to get 50 billion impressions
  • Create a social media strategy for a leading retailer from Middle East launching its E-commerce arm
  • Use simulation tool to manage, plan and identify platforms for social media campaigns


  • Display advertising ecoystem
    • Youtube as a channel for display advertising 
  • Best practices for display marketing
    • Zalando, a fashion brand and its different display campaigns to create brand awareness
  • Measuring and optimizing display campaigns
  • Affiliate Marketing - different cost models and their use cases
  • Breaking the myths about email market ecosystem
    • Uber, Lyft - Best practices in email marketing
  • Mobile app marketing strategies to drive adoption and engagement

Case Study/ Application

  • Devise a strategy for using display and email marketing for a credit card product of a Singapore based bank
  • Use simulation tools to launch multiple email campaigns and setup email journeys


  • Making the omni-channel approach work
  • Deciding the channel and device mix
    • HCL's famous "United by HCL" campaign for B2B marketing
  • Working on an integrated marketing framework
  • Choice between in-house set-up or agency supervision 
  • Writing effective agency briefs
  • Content strategy and marketing automation
  • Budget allocation and optimization

Case Study

  • Devise an integrated marketing strategy for HCL's IoT division


  • Business metrics for various objectives along the funnel
    • Getting best out of the analytical tools - Google Analytics, Clevertap and Appsflyer
  • Estimating customer lifetime value and acquition cost
  • Uber's innovative LTV and CAC estimation model
  • Multiple routes for effective digital marketing analytics
  • Design custom dashboards for executive reporting
    • Saavn's foray into international markets by getting audience insights

Case Study

  • Identify relevant ROI monitoring metrics, build a dashboard and extract key business insights
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