Growth Digital Marketing2019-08-16T13:34:50+05:30

GROWTH through
Digital Marketing

with INDUSTRYCredsTM certification

7 business problems. 7 different industries.
No pointless theory. Only Application

Get Notified
Get Details

1 year exclusive access to industry mentorship & content

Growth through
Digital Marketing

with INDUSTRYCredsTM certification

7 business problems. 7 different industries.
No pointless theory. Only Application

Get Notified
Get Details

A 12 week online digital course geared towards giving you actionable tactics to strategize and execute plans in a more business-centric way.

After having trained folks from all top B-Schools including IIMA, IIMB, ISB etc, Kraftshala now launches the much awaited Growth through Digital Marketing course. This course helps you master the skills and tools needed to grow businesses.

Growth through Digital Marketing course is completely hands-on with online video content curated with top practitioners from the industry, live projects for you to plan and execute real brand campaigns, and in-depth one-on-one feedback on all the work that you do as part of the program.

At the end of this unique business digital marketing course, you get your INDUSTRYCreds™ certification which becomes a strong indicator of your credentials to potential recruiters and gets you exclusive job opportunities.

Get Notified

Why do brands work with us?

“It has been a pleasure working with Kraftshala as our partner right from Day 1. The team under the leadership of Varun Satia has always brought in strategic insights which helped strengthen our brand. The uniqueness that Kraftshala brings to the table is to demystify ‘marketing’ and bring in tools on the science and art of marketing. This results in a set of candidates who become real assets to the company from day 1“.

Kriti Kaur Sablok
Employer Brand Manager, Hindustan Unilever

“Kraftshala crafted a training module for our teams to ensure that our communication is always ‘on-brand’. The module was entertaining, easy to follow and interesting. They demonstrated their expertise in the marketing by creating a tailored, one-of-a-kind brand workshop that I know we will refer back to for years to come.”

Emili Matsumura
Director of Marketing, Asia Pacific at Taco Bell

Industry Partners

Kriti Kaur Sablok
Employer Brand Manager, Hindustan Unilever

"It has been a pleasure working with Kraftshala as our partner right from Day 1 – the team under the leadership of Varun Satia has always brought in strategic insights which helped strengthen our brand coupled with the utmost professionalism. The uniqueness that Kraftshala brings to the table is to demystify ‘marketing’ and bring in tools on the science and art of marketing. This results in a set of students who come in appreciating the brand and become real assets to the company from day 1."

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Who should take this up?

You can apply for growth through digital marketing course on this page. As the next step, our admissions team will get in touch with you to evaluate your candidature. We select candidates basis their professional experience, marketing acumen, initiative, and course fit. This is critical to ensure a batch of engaged and high-quality candidates whose backgrounds and goals and a strong fit with the course and with each other.

You can apply if any of the below resonates with you:

  • Entry to Mid-level digital marketing/media professionals wanting to accelerate their careers with in-depth business & brand understanding
  • Professionals in Sales, IT, any other core field wanting to make a switch into digital
  • Marketers/Brand Managers struggling to evaluate or understand if agencies are doing enough
  • Startup Leaders looking to build brands or hiring growth marketers
  • Undergraduate students looking to make a career in marketing

“I had never thought I could bag a prominent role in marketing without an MBA. Few people and organisations deliver more than they promise and Kraftshala has been one of those. The best part about Kraftshala is the amount of time invested by them in explaining you core concepts via feedback which can only be justified by a genuine love for their students and mission. It was impossible to develop such clear understandings by reading on my own. The assignments and live projects made me work with real brands and it ultimately helped me grab an excellent opportunity at Mech Mocha Game Studio, Bengaluru. The journey has been phenomenal. Thank You for making it possible Kraftshala!”

Aman Dwivedi
BIET Batch of 2019
Placed as Performance Marketing Manager, Mech Mocha

Vitals

INDUSTRYCreds™ Score

The only sales and marketing certification that recruiters value

LIVE Project

To strategize and execute brand campaigns

1:1 Interaction

with INDUSTRY Experts

8 Hours per week for 12 weeks

Inclusive of content, projects and interactions

Course Fee

62,000/- + GST

*Convenient EMI options are available

EMI Plan

INDUSTRYCreds Certification

INDUSTRYCreds™ scores are evaluation scores which are calculated on the basis of 10 parameters that reflect leadership and course specific functional aptitude. These parameters are used by all major recruiters in their own hiring process. This digital marketing certification is built in partnership with world’s best recruiters and helps in identification & recognition of candidate potential against an absolute standard.

  • Gain access to the multiple opportunities opened by our recruitment partners based on your INDUSTRYCreds™ score
  • Add the online marketing certification to your resume and LinkedIn profile for increasing your chances of being shortlisted from the best recruiters
  • Keep yourself updated by participating in various events/webinars hosted for INDUSTRYCreds™ certified professionals

Who do I learn from?

Kraftshala’s founders are marketers with experience of managing large brands at companies like HUL and Nestle. They are backed by the CEO and Founders of Performics.Convonix, which is a leading performance marketing agency, now under Publicis Groupe.

Kraftshala and the extended team is geared towards making a step change in the sales and marketing training in India.

Meet your Course Architects

Amit Ojha

Head of Agency Business

Vipul Mathur

Head, Tea Innovations

Varun Satia

Founder,

Avijeet Goel

Group Product Head

Adarsh K Menon

VP & Head, Private Labels & Electronics

Gaurav Mehta

Chief Marketing Officer

Arvind Bhandari

Senior Vice President,

Ashish Tiwari

Head, Digital Marketing and PR

Aashish Chopra

VP, Content Marketing

Divya Aggarwal

Account Manager

Shailendra Singh

General Manager,

Neha Ahuja

Head of Marketing

Sahil Jain

Group Head, Performance Content

Kunal Malhotra

Assitant Regional Manager, Zone AOA

Arjun Sood

Associate Director, Performance Marketing

Bhawna Sikka

Global Marketing Manager,

Sreerupa Banerjee

VP, Brand Strategy & Communication

Sudeep Chawla

Business Head,

Sachin Kataria

Global Innovations Director, Naturals

Eshu Sharma

Program Architect & Co-founder

Chirag Desai

Marketing Manager,

Virat Mehta

Former Head – Brand Communication,

Madhurjya Banerjee

Global Brand Head, Lifebuoy

Who do I learn from?

Kraftshala’s founders are marketers with experience of managing large brands at companies like HUL and Nestle. They are backed by the CEO and Founders of Performics.Convonix, which is a leading performance marketing agency, now under Publicis Groupe.

Kraftshala and the extended team is geared towards making a step change in the sales and marketing training in India.

Meet your Course Architects

Meet some of the mentors who you can directly talk to as part of the program

Sambit Dash

Head of Marketing

Mansi Khanna

Marketing Manager(Chocolates), Ex – P&G

Kunal Mehta

Ex – Global Innovation & Renovation Manager

Soumita Mukherjee

Ex – Category Manager

Anuri Mehta

Ex – Marketing Manager

Shail Gaurav

Category Marketing Manager- Dairy

Shanker Mohan

Associate Director,Ex – Amazon,Star

Bhrugesh Chauhan

Consultant

Divya Aggarwal

Account Manager

Rajat Sharma

Senior Brand Manager

Rohan Arora

Director

Gaurav Gupta

Senior Manger HRBP

Rudra Mishra

Deputy GM Marketing

Ashish Agrawal

Head – Digital Marketing

Meet some of the mentors who you can directly talk to as part of the program

Meet some of our students from our other professional courses

Rahul Garg
Rahul GargUFLP Mangement Trainee
Unilever Logo

Kraftshala provided me with a logical approach to understand the marketing activities of any company.The assignments & the videos helped me prepare for finals and bag the much-coveted HUL job.

Devesh Chincholikar
Devesh ChincholikarSenior Associate
BCG Logo

In Kraftshala program, I was able to see how consumer knowledge transforms into real-life campaigns. This experience also aided me in extracting the maximum out of my internship experience at Unilever.

Swati Singh
Swati SinghManagement Trainee
Nestle Logo

Nestle PPI was unbelievable because I had no prior knowledge on the subject matter! My objective wasto learn as much from the videos and assignments helped me to perform better in my internship,get a good score and finally an offer from Nestle.

Uddhav Poddar
Uddhav PoddarManager, Category Marketing
FlipKart Logo

The Kraftshala program is well structured and the learning is immense. The frameworks, concepts, and numerous examples in-turn prove to be of huge assistance during interviews.

Our Alumni Work At

E-commerce

Consumer Tech

FMCG

Consulting

& many more..

What will you learn?

Your current users aren't using your app enough? Let's not be too sure that it is a product issue. Could it be that the expectations that were set in your ad copies were too high? Could it be that the target audience that your campaign went for was wrong? Could it be that you are not sending them notifications at the right time? Could it be that your onboarding process doesn't educate the user about how awesome your app is? It could be any of these. or none of these. Before we start solving, let us figure out what all could be wrong.

This module takes you through the framework of Progressive Hypothesis Testing. Be it any business problem, there could be multiple diseases contributing to the symptoms. This is the module where we traverse various logic paths and create different hypotheses across consumer, your brand's proposition, channels, media, ad copies etc. Highly recommended for business owners, agency guys and brand managers.

Watch out for:
We deep dive into the problems faced by 7 different brands across E-commerce, FMCG, Media/Content, Pharmaceutical, B2B Technology Sales, Consumer Tech and Banking and traverse the logic paths for the problems faced by these brands.

Each of the hypotheses that we created in the previous module gets tested out using hard core research and data analysis in this module. We collect data using primary research: talking to users, non-users, lapsers, loyalists directly. We collect data using Social Listening: we're sure you haven't read every review that your app store has, or every comment on that webinar you did. We collect data using Google Analytics: who are the people who reach your website, what is their behavior? We collect data using Keyword Analysis: what are people searching for when they are searching for your category? We collect data by sifting through your Sales Data and your NPS scores.

We collect data by learning all of these tools and then learn how to analyze this data to Uphold or Negate each of our hypotheses. This is how we know what to work on.

Watch out for:
We would learn in detail how to use: Google Analytics, Heap, Google Keyword Planner, SEMRush, Uber Suggest, Google Search Console, Google Alerts, Awario, Zoho & Hootsuite, Facebook Insights, Youtube Analytics, Twitter Analytics

Now that we have figured out exactly what our objective is, we start solving the problem. Based on the objective that we have figured out, we put down exactly what do we need to convince our user of.

We figure out how should this proposition be made to the user: what benefits should we write about? Why would they believe in my benefit? What are the fears, triggers and barriers of the user that I can work upon to convince them to make that purchase. A changed word in the sentence can make all the difference. Are you watching closely?

Watch out for:
Kraftshala proprietary frameworks which explain the business terms and KPIs in simple language. Framing the Business Objective, the Communication Challenge, the Benefits and the overall Message Strategy

Now that we know what to say to the user to convince them to do as we please, you'd think we'd start running ads right? Wrong. A lot of marketers make the mistake of running ads before they have fixed their conversion machine. Not us. We first fix where they'd be landing after clicking on our ads. That is our Product. This is what converts your leads and gives you the conversion: the gold.

We will ensure that we first make your product: your landing pages, your amazon product page, your website, your app, etc. into an absolute conversion machine. We fix the user flow of your product, we work on the loading time, we fix the language, we optimize your content for the right keywords, we run A/B testing on your product for every major question and we check Heatmaps. We test, test, test till we have got a product that we are confident will have an awesome CRO (Conversion Rate Optimization).

Watch out for:
Google Optimize, SEMRush, UberSuggest, Google Analytics, Zoho
Creating the best landing pages by improving the user experience through AB testing on consumer pathways, the language used, call to actions, etc.

Now that we have a product that converts we will start running campaigns right? Sorry, you are wrong again.

We will first set KPIs upon which we can measure our campaign on. Will it be the people who just see your campaign (impressions)? Will it be the number of clicks your ads get? The number of new users on your app? The increase in the user retention rate on your app? We decide exactly what will tell us that our campaigns have succeeded. To take these decisions we will look into how much customer acquisition cost makes sense for you, how much money do you make of an average user (your customer life time value), etc.

Watch out for:
Learn what drives growth for a business/brand and how to translate that into your media plan

Finally, here we will run ad campaigns. We will deep dive into running campaigns on Facebook, Search, Display, Linkedin and Youtube. We will learn how to choose Channels, set Objectives, create Audiences and allocate Budgets. We will learn how to set up different Remarketing funnels for different users after you have segmented them into a specific type. A mom gets retargeted with a different ad and a college goer with a different ad. We learn how to setup coded streams to automatically trigger Swiggy ads for a piping hot ‘Chai-Samosa’ when the weather outside is rainy.

We also learn how to do Influencer Marketing, how to reach out to them and use their networks to get out campaign the legs it deserves. All this and a lot more in this section that we call Rabbit. Primarily because these are methods that give us results fast. While fast is great, slow can sometimes do better. The next section teaches you exactly this.

Watch out for:
Facebook Business Manager, Google Ads, LinkedIn Ads, Twitter Ads, Quora Ads, Influencer Marketing, Remarketing
Creating Ad Groups, writing the Ad copies, setting the budgets, choosing the targeting options and running the actual campaigns.

"Who runs ads?" "Ads are so old school!" "Anybody can deliver growth by spending that much money!". These are statements by experienced digital marketers. The fact is that there are scores of brands out there doing wonderful marketing without spending a cent on paid ads. They swear by the Tortoise: Content or Inbound Marketing. This method states that you do not try to sell to the consumer. Or atleast not explicitly. You just solve their problems. Inbound marketing relies on content that the user wants to consume themselves. It is the opposite of ads.

In this module we deep dive into how to figure out what content you should create, how to distribute it, how to engage your users and then how to setup a acquisiton funnel over it to get conversions.

Watch out for:
UberSuggest, Moz, Awario, Quora, Medium
How to create content that a lot of consumers are searching for, distributing it for the best engagement and setting up the content calendar for inbound marketing.

This is where we test our performance against the KPIs that we had set earlier. We learn to read our campaign's performance metrics like the back of our hand. We learn how to detect what we can improve further and iterate. If we have ran multiple campaigns across multiple channels at the same time, how do we know which campaign is really working, and which channel is just a cost head. How does Apple decide if you bought an I-phone because of the bill board on the Yamuna Express Highway, or the Youtube Masthead, or the facebook ad, or the IPL sponsorship?

We learn about attribution models so that we can make the right budget decisions. We keep on measuring and iterating. This is the hustling road to glory, and if you have done all the previous steps right, this never fails.

Watch out for:
Facebook Business Manager, Google Ads, LinkedIn Ads, Twitter Ads, Quora Ads, Google Analytics

I. Progressive Hypothesis Setting


Your current users aren’t using your app enough? Let’s not be too sure that it is a product issue. Could it be that the expectations that were set in your ad copies were too high? Could it be that the target audience that your campaign went for was wrong? Could it be that you are not sending them notifications at the right time? Could it be that your onboarding process doesn’t educate the user about how awesome your app is? It could be any of these. or none of these. Before we start solving, let us figure out what all could be wrong.

This is the module where business owners, agency guys, and brand managers should use various logic paths and create different hypotheses across consumer, the brand’s proposition, channels, media, and copies, etc. Highly recommended!

Watch out for:
We deep dive into the problems faced by 7 different brands across E-commerce, FMCG, Media/Content, Pharmaceutical, B2B Technology Sales, Consumer Tech and Banking and traverse the logic paths for the problems faced by these brands.

2. Data Led Testing


Each of the hypotheses that we created in the previous module gets tested out using hardcore research and data analysis in this module. We collect data using primary research: talking to users, non-users, lapsers, loyalists directly. We collect data using Social Listening: we’re sure you haven’t read every review that your app store has or every comment on that webinar you did. We collect data using Google Analytics: who are the people who reach your website, what is their behavior? We collect data using Keyword Analysis: what are people searching for when they are searching for your category? We collect data by sifting through your Sales Data and your NPS scores.

We collect data by learning all of these tools and then learn how to analyze this data to Uphold or Negate each of our hypotheses. This is how we know what to work on.

Watch out for:
We would learn in detail how to use: Google Analytics, Heap, Google Keyword Planner, SEMRush, Uber Suggest, Google Search Console, Google Alerts, Awario, Zoho & Hootsuite, Facebook Insights, Youtube Analytics, Twitter Analytics

3. The Marketing Brief


Now that we have figured out exactly what our objective is, we start solving the problem. Based on the objective that we have figured out, we put down exactly what do we need to convince our user of.

We figure out how should this proposition be made to the user: what benefits should we write about? Why would they believe in my benefit? What are the fears, triggers, and barriers of the user that I can work upon to convince them to make that purchase? A changed word in the sentence can make all the difference. Are you watching closely?

Watch out for:
Kraftshala proprietary frameworks which explain the business terms and KPIs in simple language. Framing the Business Objective, the Communication Challenge, the Benefits and the overall Message Strategy

4. Conversion Rate Optimization


Now that we know what to say to the user to convince them to do as we please, you’d think we’d start running ads right? Wrong. A lot of marketers make the mistake of running ads before they have fixed their conversion machine. Not us. We first fix where they’d be landing after clicking on our ads. That is our Product. This is what converts your leads and gives you the conversion: the gold.

Watch out for:
Google Optimize, SEMRush, UberSuggest, Google Analytics, Zoho
Creating the best landing pages by improving the user experience through AB testing on consumer pathways, the language used, call to actions, etc.

5. KPI Setting: Where’s the finish line?


Now that we have a product that converts we will start running campaigns right? Sorry, you are wrong again.

We will first set KPIs upon which we can measure our campaign. Will it be the people who just see your campaign (impressions)? Will it be the number of clicks your ads get? The number of new users on your app? The increase in the user retention rate on your app?

Now that we have a product that converts we will start running campaigns right? Sorry, you are wrong again.
We decide exactly what will tell us that our campaigns have succeeded. To take these decisions we will look into how much customer acquisition cost makes sense for you, how much money do you make of an average user (your customer lifetime value), etc.

Watch out for:
Learn what drives growth for a business/brand and how to translate that into your media plan

6. Running Ads: Rabbit


Finally, here we will run ad campaigns. We will deep dive into running campaigns on Facebook, Search, Display, Linkedin, and Youtube. We will learn how to choose Channels, set Objectives, create Audiences and allocate Budgets. We will learn how to set up different Remarketing funnels for different users after you have segmented them into a specific type. A mom gets retargeted with a different ad and a college goer with a different ad. We learn how to set up coded streams to automatically trigger Swiggy ads for a piping hot ‘Chai-Samosa’ when the weather outside is rainy.

We also learn how to do Influencer Marketing, how to reach out to them and use their networks to get out a campaign the legs it deserves. All this and a lot more in this section that we call Rabbit. Primarily because these are methods that give us results fast. While fast is great, slow can sometimes do better. The next section teaches you exactly this.

Watch out for:
Facebook Business Manager, Google Ads, LinkedIn Ads, Twitter Ads, Quora Ads, Influencer Marketing, Remarketing
Creating Ad Groups, writing the Ad copies, setting the budgets, choosing the targeting options and running the actual campaigns.

7. Content Marketing: Tortoise


“Who runs ads?” “Ads are so old school!” “Anybody can deliver growth by spending that much money!”. These are statements by experienced digital marketers. The fact is that there are scores of brands out there doing wonderful marketing without spending a cent on paid ads. They swear by the Tortoise: Content or Inbound Marketing. This method states that you do not try to sell to the consumer. Or at least not explicitly. You just solve their problems. Inbound marketing relies on content that the user wants to consume themselves. It is the opposite of ads.

In this module we deep dive into how to figure out what content you should create, how to distribute it, how to engage your users and then how to set up an acquisition funnel over it to get conversions.

Watch out for:
UberSuggest, Moz, Awario, Quora, Medium
How to create content that a lot of consumers are searching for, distributing it for the best engagement and setting up the content calendar for inbound marketing.

8. Measurement & Iteration


This is where we test our performance against the KPIs that we had set earlier. We learn to read our campaign’s performance metrics like the back of our hand. We learn how to detect what we can improve further and iterate. If we have run multiple campaigns across multiple channels at the same time, how do we know which campaign is really working, and which channel is just a cost head. How does Apple decide if you bought an I-phone because of the billboard on the Yamuna Express Highway, or the Youtube Masthead, or the Facebook ad, or the IPL sponsorship?

We learn about attribution models so that we can make the right budget decisions. We keep on measuring and iterating. This is the hustling road to glory, and if you have done all the previous steps right, this never fails.

Watch out for:
Facebook Business Manager, Google Ads, LinkedIn Ads, Twitter Ads, Quora Ads, Google Analytics