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Course Starts
20th January, 2024

Course Fees
₹1,15,200 + GST

Duration
10 Months

In today's fast-paced and data-driven world, the Advanced Certificate Programme in Digital Strategy and Marketing Analytics (ACPDSMA) from MICA holds paramount importance. It serves as a critical bridge between traditional marketing methods and the dynamic digital landscape. This programme equips individuals with the skills to navigate the complexities of online marketing, harnessing the power of data and analytics to make informed decisions.

Course Highlights

Contextually designed 10-month programme for working professionals

Programme faculty team includes the best of the domain experts

Simulations and Case Studies

Hands on training in cutting edge marketing analytics tools

Course Content

Module 1: Evolution of Digital Technologies and New Business Models (5 Sessions)

  • Product, Markets, Business Models
  • Platform Revolution and Platform Business Models in a Digital Economy
  • Managing Social, Physical, and Business Environmental Externalities

Module 2: Marketing in a Digital World (7 Sessions)

  • Marketing in a Digitally Connected World
  • Competition: Differentiation and Positioning
  • Consumers: Segmentation and Targeting
  • Customer Behaviour and Social Networks
  • Reaching Customers in Digital Marketing
  • Marketing Communication and Advertising
  • Pricing, New Products, and Technology
  • Consumer Decision Journeys in a Digital World
  • Trends in Social and Digital Marketing
  • Paid/Earned/Owned Media and Inbound/Outbound

Module 3: Introduction to Digital Marketing Tools (20 Sessions)

  • Basics of Digital Marketing Tools
  • Search Engine Optimisation (SEO) Tools; Keyword Research and Keyword Planning Tools; On-page SEO Techniques: Indexing, Keyword Placement, and Content Optimisation
  • Paid Search Marketing
  • Digital Marketing Tools: Google Adwords
  • Social Media Marketing Tools: Hootsuite; Facebook, Instagram, Twitter Ads
  • Web Analytics Tools (Google Analytics, Matomo)

 

  • Search Engine Marketing (SEM):
    • Pay-Per-Click Advertising Tools: Google AdWords
    • Bidding Strategies
    • Designing and Monitoring Search, Display and Video Campaigns
    • Email Marketing: Designing Email Marketing Campaigns Using Mail Chimp, Building Email List and Signup Forms, Email Marketing Strategy and Monitoring

Module 4: Customer and Marketing in the Digital World (8 Sessions)

  • Understanding the Customer Behaviour and Social Networks
  • Customer Expectation Mapping
  • Customer Lifetime Value (CLV)
  • Customer Segmentation and Targeting the Customers
  • Positioning, Advertising, Pricing

Module 5: Social Listening and Content Marketing (6 Sessions)

  • User-generated Content
  • Brand Engagement on Social Media
  • Content Marketing
  • User Interview: Qualitative Analysis

Module 6: Analytics Foundation (15 Sessions)

  • Why Business Analytics?
  • Business Analytics Life Cycle: CRISP DM
  • Descriptive and Inferential Analytics
  • Predictive and Prescriptive Analytics
  • Introduction to Marketing Analytics
  • Data Collection in Digital Marketing

 

  • Predictive Analytics
  • Implementation of Predictive Analytics
  • Optimising ROI for Marketing Campaigns
  • Analytics for Decision-making
  • Data Visualisation for Insights – 1
  • Data Visualisation for Insights – 2

Module 7: Digital Marketing Analytics Techniques Prescriptive Analytics and Application (18 Sessions)

  • Email Marketing
  • RFM Analysis and Optimising Direct Mail Campaigns
  • Evolutionary Solver for Effective Email Marketing
  • Viral Marketing
    • Viral Marketing Techniques
    • Watts’ Model
  • Predictive Analytics and Applications
    • Linear and Multiple Regression
    • Classification Techniques: Logistic Regression and Discriminant Analysis
  • Use Cases
    • Advertisement Media Effectiveness
    • Digital Customer Profiling for Effective Marketing
  • Knowing Your Customer
    • Recommendation System
    • Market Basket Analysis
    • Collaborative Filtering
  • Social Media Analytics
    • Social Media Page Analytics
    • Open-source Social Media Tools
    • Identifying Influencers using Social Network Analytics
    • Analytics of Automated Marketing Campaigns

Module 8: Marketing Attribution and Testing (10 Sessions)

  • Identifying Customer Touch Points to Understand What, Where, and Why They Purchase
  • Marketing Mix Modelling
  • Cross Channel Attribution
  • Multi-Touch Attribution
  • A/B Testing and Optimisation

Module 9: Future and Challenges of Digital Marketing (2 Sessions)

  • Overall perspective

*Courses are subject to change.
Note: Course content and structure designed entirely by MICA. Lectures delivered by the eminent faculty from MICA.

Tools Covered

Programme Certificate

Certificate of Completion: A ‘Certificate of Completion’ will be issued to the participant who will fulfil all criteria (Attendance & Evaluation) related to completion of course.

Letter of Participation: Participants who are unable to clear the evaluation criteria but have a minimum attendance of 75% and above, will be awarded a ‘Letter of Participation’.

No certificate will be awarded if attendance is less than 75%.

Successful participants will also be accorded MICA Executive Alumni status.

Note: *All certificate images are for illustrative purposes only and may be subject to change at the discretion of MICA.

Online Class Schedule

Saturdays
First session: 09:00 a.m. to 12:00 p.m.

Course Eligibility

*Internships and Trainee Experiences will not be considered as full-time work experience.

Career Opportunities

Top Roles

  • Digital Marketing Manager
  • SEO Specialist
  • Social Media Manager
  • Content Marketing Manager
  • E-commerce Manager
  • Email Marketing Manager
  • PPC (Pay-Per-Click) Analyst/Manager
  • Digital Brand Manager
  • Analytics Manager
  • Digital Project Manager

Top Functions

Programme Director

Prof. Sunita Mall
Assistant Professor (Quantitative Techniques and Data Analysis)
Co-Chairperson - Online Programmes

Dr.Sunita Mall holds her Bachelor's degree in Statistics from Ravenshaw (Autonomous) College , Odisha and holds her master’s degree and M.Phil from Utkal University Odisha. She did her Ph.D. in Statistics from Utkal University. She has done Excecutive Programme in Business Analytics from IIM Calcutta. She has done certificate program in Digital Marketing with applied analytics from Fingertips Data Intelligence Solutions.

Dr. Sunita Mall specializes in the domain of Quantitative Techniques and Data Analytics. Her teaching includes Quantitative techniques, Advanced Decision-making using Optimization techniques, Data analytics, Business analytics using Spreadsheet Modelling, Customer Analytics and Research Methodology. She teaches quantitative courses across MBA, FPM and Online programs. Dr. Mall has expertise in several statistical software such as Excel SOLVER, SPSS, R, EViews,VosViewer, AMOS, SmartPLS, Tableau ,NVIVO, @Risk, TORA , RapidMinor to name a few.

She has presented her research work in many national and international conferences like Conference on Global Economic Analysis organized by GTAP - Center for Global Trade Analysis of Purdue University, 3rd International Conference on Computer Technology and Development (ICCTD 2011), Chengdu, China. She has been a consultant to some of the leading Insurance companies and Banks. Her consultancy is in the area of fraud analytics, Credit scoring and Detection of anomalies in Health Insurance.

Her research interests broadly include analytics in financial markets, Behavioral finance, Online education, and Wellbeing. Her current research publication is broadly on business problems in Insurance and Banking sectors: fraud analytics, credit scoring, cross-selling, insurance penetrations, Stock market volatility, behavioral finance etc. She has published an edited book on Business Statistics for DDCE, Utkal University.

Admission Criteria

The admission will be based on the overall profile of the applicants. Candidates will have to submit an SOP along with their application and other relevant documents.