DIGITAL MARKETING STRATEGIES

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Carol Howard
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1 EXECUTIVE PROGRAM IN DIGITAL MARKETING STRATEGIES 4 MONTHS ONLINE In collaboration with

The last few years have seen a fundamental change in the way people consume information, interact with each other

The digital world is no longer fiction or future, but reality for all of us and for all consumers across the

To become a successful business leader in today s world, you need to have an in-depth understanding of what

2 The last few years have seen a fundamental change in the way people consume information, interact with each other and communicate with brands. The digital world is no longer fiction or future, but reality for all of us and for all consumers across the globe. To become a successful business leader in today s world, you need to have an in-depth understanding of what marketing means in the digital age, how to build a brand that your customers can connect with and achieve your business goals in the process. If you are reading this, you may wish to upskill yourself in digital and build a network of digital enthusiastic leaders across the globe. Ronnie Screwvala Co-founder, UpGrad

With more than 800 years of history in educating leaders, University of Cambridge is one of the most prestigious universities in the world.

The School works with every student and partner or client organisation at a deep level, identifying important problems and questions, challenging and coaching people to find answers, and creating new

With a proven record of educating global leaders, Cambridge Judge Business School Executive Education programmes are developed to help executives and organisations from both public and private

3 With more than 800 years of history in educating leaders, University of Cambridge is one of the most prestigious universities in the world. Established in 1990, Cambridge Judge Business School has forged a reputation as a centre of rigorous thinking and high impact transformative education. The School works with every student and partner or client organisation at a deep level, identifying important problems and questions, challenging and coaching people to find answers, and creating new knowledge. Reflecting this consistency and mission to create impact, CJBS MBA Programme has been ranked 5th globally by Financial Times in With a proven record of educating global leaders, Cambridge Judge Business School Executive Education programmes are developed to help executives and organisations from both public and private sectors achieve operational excellence and results. CJBS' academic rigour and expertise in collaboration with UpGrad's online learning experience expertise, will make this program a deeply engaging journey for all of us. At Cambridge Judge Business School, we want to empower individuals to create impact on the world we work and live in. Dr. Kishore Sengupta Director of Executive Education, Cambridge Judge Business School Become part of this change.

4 PROGRAM HIGHLIGHTS This program is designed to cover all vital aspects of Digital Marketing Strategies and it will make your learning journey enriching, engaging and professionally fulfilling. Quick highlights below. Global Senior Network Mentorship & Live Projects Feedback & Assessment Anytime, Anywhere Learning Certificate on Completion Local Industry Learnings Learn Learn concepts from the Cambridge Judge Business School Faculty Study real-life cases and get insights from industry leaders from Facebook, HCL Technologies & more across India, SEA, UAE and beyond Get the right mix between global faculty insights and local industry experience Network Network and collaborate with the best marketing minds in the world Be an integral part of meet-ups, group projects and peer to peer reviews Participate in exclusive meetups in select cities across the globe Master Get profound experience in strategising, managing & executing digital campaigns through simulations, case studies and projects Learn how to allocate budgets and lead in the age of Digital Transformation

5 WHO IS THIS PROGRAM FOR? This program is designed for individuals who want to be a part of the digital revolution. If you aspire to learn marketing in the modern times from world's best faculty, network with global leaders in business & marketing and apply these learnings to your business - then this course is what you are looking for. SENIOR MARKETING PROFESSIONALS: If you are an account manager, a brand/marketing manager, or a category head, learn how you can integrate Digital Marketing and Traditional Marketing to get best results for your campaigns. ENTREPRENEURS: Understand how digital has transformed the way businesses reach out to their consumer and how you can achieve the best ROI on your investments. MANAGEMENT PROFESSIONALS: Understand the impact of the digital transformation on marketing and how to lead in these days

6 PROGRAM CURRICULUM The program focuses on learning and applying digital strategies & solving real industry business challenges. DIGITAL CONSUMER BEHAVIOUR & THE DIGITAL LANDSCAPE Identify the user motivation to create a specific communication for your brand. Analyze how new-age digital technologies and consumer behaviour can impact your business MARKETING FRAMEWORK IN THE DIGITAL WORLD Design a marketing framework and begin with segmenting the market and effective targeting using STP methodology POSITIONING AND BRANDING IN THE DIGITAL WORLD Analyze the competition using porter's 5 force model; 3 Cs; 4Ps framework to come up with a strong branding & marketing strategy - DIGITAL MARKETING ESSENTIALS: SEARCH Strategise and supervise the execution of Search Engine Optimisation and Search Engine Marketing marketing plans, with a measurable impact on the business. Learn in depth how to leverage Google and other platforms DIGITAL MARKETING ESSENTIALS: ENGAGEMENT Build strategies to engage users via Social Media Marketing and Content Marketing to keep them hooked onto your brand. Learn in depth to leverage Facebook, LinkedIn, Twitter and other platforms DIGITAL MARKETING ESSENTIALS: NURTURING Nurture your leads with the help of Marketing, Remarketing, Display Marketing and Mobile Marketing to push your users along the consumer funnel DIGITAL ANALYTICS Identify the right data sets and metrics in order to efficiently measure the impact of your campaigns. Leverage tools such as Google Analytics in order to create meaningful dashboards and learn how to analyse and adjust campaigns to maximise impact INTEGRATED MARKETING STRATEGY Integrate all your channels, business and marketing efforts together across branding and awareness, customer acquisition and nurturing as well as budgeting. Leverage all channels in order to create business impact

MEET THE CAMBRIDGE FACULTY JAIDEEP PRABHU Professor of Marketing Cambridge Judge Business School Jaideep Prabhu is the Professor of Marketing,

He is a member of the editorial boards of the Journal of Marketing, the International Journal of Research in Marketing and the Journal of

He has consulted with or taught executives from ABN Amro, Bertelsmann AG, British Telecom, the UK's Department of Trade and Industry (DTI), IBM,

SHASHA LU Lecturer Cambridge Judge Business School Shasha Lu is a University Lecturer in Marketing at Cambridge Judge Business School, where she

Trained in both computer science and marketing, Shasha is passionate about combining the state-of-art machine learning and computer vision

Her research interests are in the area of Digital Advertising, Visual Product Design and Marketing, and Entertainment Marketing and Innovation.

Fellow at the Yale Center for Customer Insights.

7 MEET THE CAMBRIDGE FACULTY JAIDEEP PRABHU Professor of Marketing Cambridge Judge Business School Jaideep Prabhu is the Professor of Marketing, Jawaharlal Nehru Professor of Business and Enterprise at the Judge Business School at the University of Cambridge, England. He is a member of the editorial boards of the Journal of Marketing, the International Journal of Research in Marketing and the Journal of Management Studies. He has consulted with or taught executives from ABN Amro, Bertelsmann AG, British Telecom, the UK's Department of Trade and Industry (DTI), IBM, ING Bank, Nokia, Philips, Roche, Shell, Vodafone and Xerox among other organisations. SHASHA LU Lecturer Cambridge Judge Business School Shasha Lu is a University Lecturer in Marketing at Cambridge Judge Business School, where she teaches Digital Marketing and Strategic Brand Management to MBA students. Trained in both computer science and marketing, Shasha is passionate about combining the state-of-art machine learning and computer vision techniques with marketing models to gain better customer insights and improve business practice. Her research interests are in the area of Digital Advertising, Visual Product Design and Marketing, and Entertainment Marketing and Innovation. AHMED KHWAJA Reader Cambridge Judge Business School Ahmed Khwaja is a Reader at the Cambridge Judge Business School, and also a Visiting Faculty Fellow at the Yale Center for Customer Insights. His research interests include dynamic strategic games, consumer choice dynamics, asymmetric information & incomplete markets, and simulation based econometric methods. His research has been published in several leading journals including Marketing Science, RAND Journal of Economics, Journal of Econometrics and many more. INSIGHTS FROM INDUSTRY EXPERTS SAKHEE DHEER Head - Digital Marketing Facebook APAC APURVA CHAMAIRA Head- Corporate Marketing HCL FRANCESCO ORLANDINO Sr. Digital Marketing Manager - Latin America Adidas KHURRAM HAMID Chief Digital Officer - Africa and Middle East Pfizer

8 PROGRAM DETAILS PROGRAM STARTS 24th March, 2018 PROGRAM DURATION 4 Months PROGRAM FEE $2,250 (inclusive of all taxes) Flexible Payment Options Available ELIGIBILITY Bachelor's degree in any field 2 years' experience in any field SELECTION PROCESS Application submission with a Statement of Purpose (SOP) to assess your fit for the program and its community of global leaders FOR ADMISSION Visit: digital-strategies@upgrad.com For further details, contact: MARIUS WESTHOFF Vertical Head marius@upgrad.com POOJA BABLA Chief Admissions Counsellor pooja@upgrad.com COMPANY INFORMATION UpGrad Education Private Limited, Nishuvi, 75, Dr. Annie Besant Road, Worli, Mumbai

STRATEGIC DIGITAL MARKETING

EXECUTIVE PROGRAM IN STRATEGIC DIGITAL MARKETING 4 MONTHS ONLINE In collaboration with The last few years have seen a fundamental change in the way people consume information, interact with each other