An Introduction to UpGrad's Digital Marketing Program

Introduction to the
Company
Master Marketing in the Digital Age
UpGrad Digital Marketing Program

Page -2-
Why should you become a Digital Marketer?
Because consumers are spending more and more time on Digital Platforms…
Digital Ad Spends in India to increase on
average by +25% between 2013 - 2019
0.57
0.74
0.94
1.17
1.46
1.78
2.17
0
0.5
1
1.5
2
2.5
2013 2014 2015 2016 2017 2018 2019
Digital Media Ad Spend in India (Billion USD)
1.5 Lakh Jobs to be created in Digital
Marketing
“With both businesses and consumers
increasingly shifting their focus to the
digital medium, 1.5 lakh jobs will be
created in Digital Marketing by 2016”
Economic Times, August 2014
“Almost every single brand has put in place
a digital marketing strategy and are
struggling to hire people to execute the
same”
L Subramanyam, Founder –
Trivone Digital, Economic Times
Source: eMarketer, March 2015 Source: Economic Times, August 2014
+25%CAGR
Digital content consumption is exceeding
traditional media consumption significantly
5.04
3.5
2
PC/Tablet
Mobile
TV
Hours spent on certain media channels
(India)
Source: Global WebIndex, Q4 2014

Page -3-
1,240
146212140
410
1,738
1,518
428
240
349432
1,655
223
47958550
600
1,350
2,845
6,423
Education OthersReal EstateRetailBFSIAgencyIT/ BPO
Shine.com
Total = 2,670
LinkedIn
Total = 8,430
Naukri.com
Total = 11,500
Source: Shine.com, Naukri.com, LinkedIn
“Digital Marketing Jobs” Openings (Feb 2016) across Industries
55%
Traditional
Companies
17%
Agencies
IT/ BPO
10%
Internet/
eCommerce
18%
Distribution of DM workforce across
Industries (2015)
Total = ~1.5L
Why should you become a Digital Marketer?
… and the opportunities are endless.

Page -4-
What do recruiters feel is missing?
The lack of the marketing & branding fundamentals is a key recruiting challenge
Source: Primary interviews, Shine.com, Naukri.com, LinkedIn
Recruiter Type Industry Testimonials
IT / BPO
“We need people who can talk to clients and
understand digital and brands not only one
channel” – Ashok Lalla, (Ex)-Infosys
Agencies
“Many people know about Digital vehicles but
lack understanding of marketing principles” –
Rohan Bhansali, Gozoop
Traditional
Companies
“People don’t understand the digital ecosystem
and the inter-depedencies” – Belson Coutinho,
Jet Airways
Internet /
eCommerce
“Ecommerce firms find it very hard to hire both
analytically and creatively strong people” –
Karan Sarin, OnePlus
Digital Marketers – across industries –
are lacking the strategic vision of
marketing and understanding of both
branding & digital

Page -5-
Marketing in Digital
Age
Attract Audiences Engage Prospects
Convert to
Customers
Digital Marketing
Strategy
• Marketing and Branding
Fundamentals
• Evolution of Marketing
• Understanding the Digital
Customers
• Marketing Strategy
• Marketing - B2C vs. B2B
• Website Optimization
• SEO
• SEM
• Social Media for
Business
• Social Media
Advertising
• Display Network
Advertising
• Affiliate Advertising
• Landing Page Optimization
and A/B Tests
• Conversion Rate
Optimization
• Content Lead Hooks
• Copywriting
• Remarketing Techniques
• Mobile App Marketing
• Video Marketing
• Data Driven Optimization
and Strategy
• Tools for Strategy
Evaluation
• Cross Channels
Optimization Strategies
• Evolve from Competitor
Strategies
• Formulating holistic
Digital Marketing Plans
How is the curriculum differentiated?
Marketing fundamentals, followed by deep dive into channels, and then tying it up together
Marketing in the Digital Age
4 weeks
Deep dive into key marketing channels
10 weeks
Manage and Optimise Campaigns
6 weeks
• B2C vs. B2B
components
• Lead Generation
• Lead Nurturing
• Marketing
Automation
• Growth Hacking

Page -6-
How would be your learning experience be like?
One week comprises a mixture of asynchronous content, case studies & assignments as well as online live
interactions on the weekends
30 Hours
Interactive Video
Lectures
Real Industry
Projects
Live Q&A with
Industry Experts
Case Feedback
from Industry
Expert
TA Office Hours
10 Hours 25 Hours15 Hours60 Hours

Page -7-
Why UpGrad Digital Marketing program?
15+ Real Industry Projects
Virtual Career Fair
Career Mentoring and Skills
Profiling
Live Coaching
Live Campaigns worth 15k
Lifelong Network

Page -8-
Who are key people behind this program?
UpGrad has comprised a board of industry leaders to steer its pedagogy, academic rigor and industry relevance
Ashok Lalla
- +20 years
- Taj Hotels, Infosys
- Head Digital
Marketing
Michael Leander
- +20 years
- CEO MarkedU
- Speaker, Consultant
& Industry Leader
Sujoy Golan
- +10 years
- Head of Digital
Marketing, InMobi
- Lecturer &
Professor IIM
Karan Sarin
- +15 years
- Entrepreneur
- CMO OnePlus
- VP Digital
FlipKart
Jaideep Prabhu
- Cambridge
University
- Jugaad Innovation
- Award winning
author

Page -9-
Our course designers have worked with some of the leading digital brands!

Page -10-
How do we collaborate with industry?
We generate original, state-of-the-art content with our industry partners who deliver lectures on cutting-edge
topics, sponsor projects with real data sets, and mentor students along the way
Syllabus Design Lecturing Industry Projects Hiring and Placement

Page -11-
Who is this program for?
①Traditional Marketers
②Digital Marketers
③Entrepreneurs and Business Executives

An Introduction to UpGrad's Digital Marketing Program

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