Integrated Digital Marketing2018-09-25T19:12:23+00:00

INTEGRATED DIGITAL
MARKETING

with INDUSTRYCredsTM Certification

Master marketing in the digital age through strategising and running campaigns for live brands, and receiving one-on-one coaching from experienced digital marketers.

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1 year exclusive access to industry mentorship & content

INDUSTRY PARTNER

TOOLS YOU WILL LEARN

Program Benefits

Get a Cohesive Business Perspective to Digital Marketing

Learn how to implement your business strategy across Social, SEO, SEM, Content, Email etc.in conjunction. In the real world the digital consumer is targeted across channels in conjunction, and that is why in this program you won’t focus on any of the channels in silos.

 Get hands-on exposure to key concepts and latest tools through running live campaigns

Every concept is locked in through immediate application in a project and thorough one on one feedback for the same from specific channel experts.

Stay on track with 1:1 mentorship

Book 1:1 interactions with Kraftshala experts and mentors from across the industry to help you with project feedback, guidance and support. Craft an action plan that works for you.

Prepare for placement interviews

Get interview specific support in crafting your individual stories and appear for an extensive interview with an industry recruiter that maps closely to the final placement process.

Earn credentials that matter

The INDUSTRYCreds™ Certification score is the only metric that top sales and marketing recruiters value because it correlates strongly to eventual job and placement performance. It’s also the only certification through which you can earn direct PPIs from leading recruiters like Nestlé.

 Enjoy flexible scheduling

B-school curriculums are hectic. Which is why all our programs can be customised to your pace and schedule.

Student Speak

Uddhav Poddar
Uddhav Poddar IIM Lucknow, Placed at Flipkart
Frameworks and concepts are really helpful, especially in case competitions. The numerous examples are of huge assistance during interviews. Overall, a great value addition to my repertoire!
Shruti Soni
Shruti SoniMDI, Placed @ Coca Cola
Brand Building program used real-life examples that helped me understand how concepts are actually applied in marketing. This has helped me a lot in securing the Coca-Cola PPO.
Swati Singh
Swati SinghIIM Kozhikode, PPO from Nestle

Nestle pre-placement interview was unbelievable because I had no prior knowledge on the subject matter! There were a few all-nighters, but it was totally worth it. My objective was to learn as much from the videos and assignments so that I can perform well. And that motivation helped me to get a good score and finally a job offer from Nestle.

Rahul Garg
Rahul GargIIM Kozhikode, Placed at HUL
Gave me a holistic view of marketing, which lacks in any B-School course, learning practical concepts from FMCG gurus, assignments, and videos helped me prepare for finals and bag the much-coveted job offer!
Priyanka Unnithan
Priyanka UnnithanIIM Lucknow, PPO at BCG
Content was refreshing and highly contextual! The live project involved piecing together all that was learnt. The concepts and frameworks have been useful throughout the marketing courses and case competitions.
Parnabho Kundu
Parnabho KunduIIM Lucknow, Placed @ HUL
A unique experience which gave me the first-hand exposure of how marketing is actually done in real world. The concepts and frameworks helped me with competitions as well.
Urjaswit Lal
Urjaswit Lal IIM Calcutta, Placed @ Mondelez
Great content! Thoroughly enjoyed the program. Kept me wishing for more.

India’s most powerful brand stories taught by people who created them.

Gaurav Mehta

Chief Marketing Officer

Vipul Mathur

Head, Tea Innovations

Ashish Tiwari

Head, Digital Marketing and PR

Arjun Sood

Associate Director, Performance Marketing

Aashish Chopra

VP, Content Marketing

Shailendra Singh

General Manager, Digital Transformation and PC Strategy

Divya Aggarwal

Account Manager

Avijeet Goel

Group Product Head

Eshu Sharma

Program Architect & Co-founder

Kunal Mehta

Global Innovation & Renovation Manager

Sahil Jain

Group Head, Performance Content

Sambit Dash

Head of Marketing

Vitals

Self Paced

Flexible Program Scheduling

8-9 Hours

Weekly Time for a

6 week schedule

1-on-1

Interactions with Industry Experts

3 Live Projects

Run campaigns for brands to drive real KPIs

Program Fee

INR 24,000

+ GST

Curriculum

Get a Business Perspective to Sales & Marketing

  • Consumer Lifetime Value and Consumer Acquisition Cost
  • The Business Process: Insight to Business Strategy
  • Product Innovation/Renovation
  • Communication Strategy
  • Media and Activation
  • Customer Support

Targeting

  • Project: Word Boss
  • Cases from: Cadbury, Paytm, SurfExcel, Nike, PaperBoat
  • Why do Brands Target?
  • Understanding why should your brand target
  • Choosing parameters for segmentation that are critical for your brand
  • Creating consumer segments for your brand basis segmentation techniques like
    demographics, psychographics, need states, consumer typologies etc.
  • Choosing a Target Segment for your brand
  • Talking to consumers from your target segment and using the SuperConsumer Deep-Dive Framework to deeply understand your SuperConsumer

Communication Challenge and Insight

  • Identifying your SuperConsumer’s Barriers and Triggers basis the SuperConsumer Deep-Dive
  • Plotting the Current and the Desired Mindset for your SuperConsumer
  • Writing the Communication Challenge that you would need to overcome for your
    SuperConsumer
  • What is an Insight?
  • Undergoing the Insight Discovery Process for your Brand

Framing the Brand Solutions

  • Defining the Brand Personality
  • Framing the functional and emotional benefits that would best deliver your proposition
  • Understanding the Reason to Believe (RTB) that would make your SuperConsumer believe in your brands’ benefits
  • Formulating the key Message Strategy for your brand
  • Big Idea: the creative rendition of your Message Strategy

Establishing a Web Presence

  • Tools: Google Analytics, Google Ads, Facebook Pixel, Google Tag Manager
  • Creating your own website with WordPress
  • Importance of UI/UX
  • Creating your Google analytics account
  • Creating your Google Adwords account

Social Media Marketing

  • Tools: FB Business Manager, Quora Advertising
  • Project: Your Print
  • Cases: Oreo, KFC, Myntra
  • Understanding the Social Landscape
  • Why do people share content?
  • Organic and Paid Content
  • Making your content ‘Viral’
  • How to run Facebook Campaigns?
  • Facebook Bidding Strategies
  • Analytics using Facebook Insights and Business Manager

Display

  • Tools: Google Ads, Google Analytics
  • Project: Your Print
  • Cases: Dell
  • Understanding the Display Landscape
  • Different types of ads: Static, Animated, Interactive, Video, Expanding
  • Best Platforms for Display Advertising: Google Adsense, Media.net, Toboola and Outbrain, Browsers
  • Creating Display Campaigns on GDN
  • Types of targeting: Website placement, Contextual Advertising, Topic Targeting and Interest Targeting
  • Creative Storytelling in Display Advertising
  • Analysing Display Campaigns

Search

  • Tools: Google Keyword Planner, Google Ads, Google tag manager, HeatMaps
  • Project: 3M
  • Cases: Indigo, Axis Bank
  • Working of a search engine and the search engine landscape
  • Role of search in Digital Marketing
  • Introduction to SEO and SEM

On-page SEO: Keyword

  • Keyword Research Process and Using the Keyword Planner Tool
  • The advent of Voice search
  • Keyword mapping
  • Branded keywords, long tail and short tail keywords
  • Bounce Rate and pogo sticking

On-page SEO: Content

  • Hub and Spoke Model
  • User generated content
  • Feature Snippet

Introduction to Off-Page SEO

  • Old Practices- Link Farming
  • Current Practices
  • Various channels used for Off-Page SEO
  • Role of Social Media in Off-Page SEO
  • Mobile SEO
  • How to make a SEO Strategy

Technical SEO

  • HTML Page
  • Architecture of the page
  • XML site map
  • URL structure
  • Bread Crumbs
  • Schema

SEO analytics

  • Google tag manager
  • HeatMaps
  • Auditing tools- Ahref, Similar Web
  • Google search console

SEM (Search Engine Marketing)

  • Types of keywords- Exact match, phrase match and Broad match
  • Dynamic ads and ads Extension
  • Google bidding algorithm
  • Google Adwords execution and strategizing
  • Types of Targeting- Geography, Time, Demographics, Device , Interest/ Affinity
  • Types of Ad extensions- site link extension, location extension, call extension, message extension etc.
  • Types of Ad rotation
  • Types of Bidding strategies- maximise clicks, maximise conversions, ROAS, CPA, manual bidding
  • How to calculate conversion value?

Attribution model

  • What is attribution? Why is it required?
  • Types of attribution model – First click model, Last click model, Linear model, Time decay model, Position based model
  • Dynamic attribution by google
  • Which attribution model should you use for your business?

Content or Inbound Marketing

  • Tools: Quora, Linkedin Advertising, Hootsuite, Youtube Advertising
  • Project: Taco Bell
  • Cases: Asian Paints, One Plus
  • Content Mapping based on Customer Journey
  • Core Mission and objectives in the consumer’s life
  • Where does content marketing lie in your overall marketing strategy?
  • Understand your Target Audience- Deepdive
  • What types of content do you want to create?
  • Competitive Landscape
  • Content Management: Channel specific goals, Frequency, Workflow etc.

Content Creation

  • Generating Ideas: trends, RSS streams, Keyword search, Brainstorming and Mindmaps, Forums, Identifying thought leaders, Setting up social media streams
  • Personalization of Content
  • What is Hygiene, Hub and Hero?
  • Benefits of visually oriented Content
  • How video is treated in different ways across various platform
  • Whatsapp Shareable content
  • Role of GIFs in today’s scenario

Distributing Content

  • What is owned, earned and paid media?
  • Optimizing comments
  • Requesting External Links
  • Email Marketing
  • Pitfalls in content faced by marketers

E-mail

  • Tools: Mailchimp
  • Project: Taco Bell
  • Cases: Asian Paints, One Plus
  • Introduction to E-mail
  • Explanation of Lifecycle marketing
  • Creation of emailing lists
  • Designing E-mails
  • Understanding factors affecting deliverability of E-mail
  • Nurturing your Leads
  • Analysis of the E-mail data
  • Optimizing and Testing E-mail

Purchase

  • Analysis of google analytics and sales information
  • Audience Lists and Remarketing Lists
  • Strategizing custom communication
  • Creating Lookalikes and Custom Audiences
  • Retargeting campaigns on GDN and Facebook

Support and Advocacy

  • Cases: Uber, One Plus
  • What is Customer Support and Customer experience?
  • Which channels you should focus on for your brand?
  • Phone, E-mail, social media, ticketing system, chatbot and real time chat
  • Case studies and best practices from different industries- Uber, HSBC, Nestle, H&M, Facebook and Google
  • Metrics to measure support and advocacy
  • Tools to be used for Customer Support

Integrated Media Planning

  • Project: Word Boss
  • Cases: Axis Bank
  • Setting your goal and budget
  • Choosing the combination of channels critical for the Brand
  • Researching Industry average for parameters like CPC, CPA, Conversion rate, Click through rate
  • Segregate budget for different channel
  • Post analysis and realignment