Scale new heights in the digital world with

PG Certificate Program in
Digital Marketing
from MICA
Batch - 6
 Program Objective
This program has been designed with an objective to familiarize participants with key aspects of
digital marketing. The participant is expected to gain working knowledge in digital marketing domain
and develop an understanding of the framework within online marketing businesses and its operations.

Program Highlights

Opportunity to earn a PG Certicate from MICA.

Gain MICA Alumni status on the successful completion of the program.
Get taught by MICA Faculty & Industry Practitioners.
End term project based on a real industry case study that takes the students through the complete
digital campaign planning process.
Open house tutorial sessions.
Insights into common mistakes people make in Digital Marketing for their Business.
Exposure to latest Digital Marketing Channels and Trends.
Hand-on practice on Digital Marketing Tools (across various channels) to move rapidly and protably
against Competition.
Insights into how businesses in different sectors are succeeding using Digital Marketing.
Learn how to develop and execute a successful Digital Marketing Strategy.
Gain deeper understanding of the Why, What and How of leveraging various Digital Marketing Channels.
Fully online program with LIVE interactive lectures that provides a “real” classroom experience in
a “virtual” environment.
In the event that students miss the LIVE lecture, he/she can request “On Demand” access to the
recorded session.
Seamless technology that can transmit lecture videos effectively at home broadband connection of
512 kbps.
User friendly and easy to use technology interface. No complicated hardware or software installations
required.
Virtual classrooms that allow for active interactions with other fellow students and faculty.
Convenient weekend schedules.
Students on our virtual social learning platform are provided access to program presentations,
case studies and other learning aids and reference materials as applicable for specied
programs.
Students can raise questions and doubts either real time during the live class or offline through
the Cloud Campus.
Syllabus

Business, Marketing & eMarketing Search Marketing

• What is Digital Marketing? • Basics of Search Marketing - Organic &

• Advantages of digital medium Paid Search Results
over other medium • Overview of Google AdWords
• Digital medium in today's • Keyword Research and Analysis
marketing plan • Tracking the success of SEM
• Search Engine Optimization Techniques
• On-page & Off-page Optimization

Social Media Marketing Email Marketing

• Different Social Media Channels
• Social Media for Various Businesses – B2C & B2B
• Measuring Social Media ROI
• Content Marketing - Story telling in
social media
• The Basics of Email Marketing
• The Concept of A/B Testing & it’s
use in Email Marketing

Display Marketing Mobile Marketing

• Different Kinds of Display Marketing • Different kinds of Mobile Marketing

• The Display Marketing ecosystem • The Mobile Marketing ecosyste
• Retargeting & Dynamic Retargeting

Web Analytics Advanced Tutorial Classes

• Digital measurement landscape

• Introduction to Google Analytics
• Interpreting the data in Google Analytics
Optional On-Campus Module
End Term Project (Limited Seats)

Who Should Attend

• Working professionals with roles in Sales, Marketing, Business Development, Branding, Advertising,
Communications and Digital Marketing who have specic responsibilities to market their products and
services worldwide through online medium.
• Professionals in elds like Customer Relations, Product Development, HR, Consultation, PR etc.who have
an increasing need to understand and employ social media marketing to increase reach and
improve efficiencies.
• Business Heads with responsibility to identify innovative marketing channels and leverage social media
for growth and outreach.
• Entrepreneurs and Business Owners who have an ambition to create and establish their
business presence globally through online marketing.
• Interns or early professionals who want to enhance their knowledge
in online marketing methods and want to know how to engage
effectively with social media.
 Eligibility
Education
For Indian Participants – Graduates (10+2+3)
from a recognized university (UGC/AICTE/DEC/AIU/State
Government) in any discipline.
For International Participants – Graduation or equivalent
degree from any recognized University or Institution in their
respective country.

Work Experience
For Indian and International Participants – Interns or
Working professionals.

Faculty

Amit Kishore
Adjunct Professor, Digital Communication Management
MICA

Amit has over 18 yrs. of experience in strategic media planning & media
research in India, Middle East, and West Africa & South East Asia. Apart from
being an Adjunct Professor of Digital Communications Management at MICA,
he heads the digital function in PLAN B Communications based out
of Bangalore.
Amit graduated from the MICA, in 1997, with a Post Graduate
Diploma in Communications and a specialisation in Media Planning & Media
Marketing. During the course of his career, he has worked with leading
global agencies like Mediacom, Lintas Media Group, Universal McCann,
OMD and Dentsu. He has also worked with leading global market research
agencies like ACNielsen & TNS Global.

Over course of his career, Amit has had the opportunity to manage the
traditional as well as digital media mandates for clients across categories viz.
Toyota, Lexus, Hitachi, Toshiba, McDonald’s, Fonterra, Carlsberg, Ikea, Guinness,
Etisalat Telecom, MitsubhishiMotors, Bajaj Auto, Haier Electronics, Videocon,
Sansui, Standard Chartered Bank, Stanbic Bank (SA), Arab National Bank,
Tata AIG Insurance, SBI Mutual Funds, Big Bazaar, McDonald’s, Reckitt Benckiser,
Beiersdorf, Nestle CPW, GroupeDanone, Parle Biscuits, Britannia, Wrigley’s,
GlaxoSmithKline, Pfizer.

In 2013, he setup the 1-year specialization course in Digital Communications

Management at MICA, which is offered as a part of the 2-years Post
Graduate program.
 Prof. Siddharth Deshmukh
Adjunct Faculty and Senior Advisor

Prof. Deshmukh is the Program Coordinator for the PG Certificate Program in

Digital Marketing from MICA. Siddharth graduated as a "first MICAn" in 1996
(first batch of MICA’s two-year flagship PGDM) and returns back to his
Alma Mater in a new capacity.Siddharth will lead MICA's foray into the
digitally enabled world – through the “Digital Platform and Strategies” Area.

Siddharth has been teaching at MICA for last three years in his capacity of an
adjunct faculty. He co-created MICA's Digital Communication Management
(DCM) Specialization along with other MICA faculty. He has mentored over 50
students to convert their ideas into prototypes and potential ventures
(this is a six-month project for MICA’s second year PGDM students in lieu of
dissertation). He also teaches foundation courses in Digital Transformational
Frameworks and User Experience Design. Besides these, Siddharth has taught
various other digital and non-digital courses across institutes.

Siddharth's first two jobs were with Sony Entertainment Television and AT&T
(before it became Idea Cellular). He has, since that time, been an entrepreneur
and digital venture/product development evangelist for over a decade – with
his earlier UK based company, Cohezia. He remains on Cohezia's Advisory
Board and the various ventures it develops and grows.

Besides teaching, Siddharth’s mandate is to connect and build the MICA

brand with industry, alumni, students and other stakeholder partnerships. He
will be the in-charge of Marketing, Alumni Relations, Placements and MDP
functions at MICA.

Pedagogy
The primary method of instruction will be through LIVE lectures that will be beamed online via internet to
student desktops/laptops or classrooms using Talentedge’s Live and Interactive digital learning
platform. The lectures will be delivered by eminent faculty from MICA.

All participants will also be granted 24X7 access to Talentedge’s Cloud Campus comprising learning aids,
study materials, reference materials, assessments, case studies and assignments etc. as per the
requirement of the program. Students can chat real time with the professors during the live class and
also post all other program-related queries offline on the Cloud Campus.

Assessment & Certification

A minimum of 70% attendance to the LIVE lectures is a prerequisite for the successful completion of
this program. There may be periodic evaluations built in through the duration of the program. These
maybe in the form of a quiz,assignment, project or other objective/subjective assessments as relevant
and applicable to the program. The evaluations are designed to ensure continuous student engagement
with the program and encourage learning. Participants who successfully complete the same along with
the requisite attendance criteria and assignments will be awarded a PG Certificate by MICA.
On the payment of all due fees and the successful
completion of the program, participants will be
awarded a PG Certificate in Digital Marketing
by MICA

Program Details
Program Commencement: 11 August 2019
Schedule of Classes: 1.5 hours every Saturday
and Sunday from 7.30 pm to 9.00 pm IST
Duration: 4.5 Months
For Indian Participants: INR 70,000 + GST
For International Participants: USD 1600
Fee for the Optional On-Campus Module –
INR 12000 + GST for Indian Participants and
USD 200 for International Participants
Instalment options available

How to Apply
For admissions, students can register
at : www.talentedge.in
 For More Details
Write in to - enquiry.dtd@talentedge.in or call at +91-8376000600
Talentedge, CBIP Building, 5th oor, Plot No - 21, Sector-32, Gurgaon - 122003