Integrated Digital Marketing2019-07-10T19:54:08+05:30

INTEGRATED DIGITAL
MARKETING

with INDUSTRYCredsTM Certification
and Live Projects

for current B-school Students

Master marketing in the digital age through strategising and running campaigns for live brands, and receiving one-on-one coaching from experienced digital marketers. Signal your potential to top campus recruiters through your INDUSTRYCreds™ certification score.

The applications for June 2019 batch are now open.

Apply Now
12 months exclusive access to industry mentorship & content
This would be the last batch for the year whose scores will be shared with our recruiting partners.

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 Personalized Coaching

Book Personalized Coaching with Kraftshala experts and mentors from across the industry to help you with project feedback so that the concepts become second nature to you. 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.

Get High return on time invested (ROTI)

B-school schedules are hectic. And thus there is no good to know or filler content. Get 4X more out of every hour that you spend preparing with us vs anything else.

Student Speak

V K Narasimhan
V K NarasimhanIIM Lucknow

PPO @ P&G
The video and course material were immensely helpful in understanding marketing concepts even before my internship began. This helped me perform well in my internship and I ended up with a PPO.

Rahul Garg
Rahul GargIIM Kozhikode

Placed @ HUL
The assignments & videos helped me prepare for finals and bag the much-coveted HUL job. Overall, it gave me a logical and holistic view of marketing lacking in any B-School & what better way to learn practical concepts than from the FMCG gurus themselves.

Antriksh Borkar
Antriksh BorkarJBIMS

PPO @ CitiBank
National Runners-Up - Mahindra War Room
My mentor went through every slide explaining what I've done right and how could I make it better. The coursework at Kraftshala had already brushed up all our concepts required to crack the case helping us win the campus round.

Shobhit Khandelwal
Shobhit KhandelwalIMT Ghaziabad

PPO @ Google
Kraftshala's Brand Building program provided me a structured way to look at all the Marketing Concepts, the mentoring sessions helped me to get clarity on my career goals and improving my CV.

Sahil Bhatla
Sahil BhatlaIIM Kozhikode

Placed @ Reliance Industries
Campus Winner - HUL Lime
The Program is a delight for any budding marketer. Theory is beautifully blended with pertinent real-world examples. The project ensures things learnt are cemented in your mind. The firm understanding of fundamentals helps you stay confident in S&M interviews.

Mihir Joshi
Mihir JoshiIIFT Delhi

Placed @ Oyo Rooms
National Finalist - HUL Lime
The MBA curriculum though descriptive has not been industry-specific. Kraftshala provided me with structured learning helping me learn things pivotal for my growth and doing well in competitions and finals.

Shubhra Chakraborty
Shubhra ChakrabortySCMHRD

PPO @ Philips
National Winner - Reliance TUP
Everything I know about marketing has been through Kraftshala. Even my PPO from Philips Healthcare would not have been possible without you guys. Thanks a ton Kraftshala!

Somesh Gobbur
Somesh GobburIIM Kozhikode

PPO @ E&Y
I benefited unparallelly from the programs, right from the course which is beautifully crafted to clearly impart S&M knowledge with all relevant examples, to having my personality develop to confidently face any challenges thrown at me in the interviews.

Pankhudi Jain
Pankhudi JainIIM Kozhikode

PPO @ United Health Group
My guide told me what happens on-field: how marketeers approach problems and derive consumers insights. Guide also helped to improve content and articulate well for case competitions and finals. It was wonderful listening to someone who has worked on similar problems in real world.

The applications for June 2019 batch are now open.

This would be the last batch for the year whose scores will be shared with our recruiting partners.

Apply Now

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

Amit Ojha

Head of Agency

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

Sahil Jain

Group Head, Performance Content

Sambit Dash

Head of Marketing

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

Gaurav Gupta

Senior Manger HRBP

Ashish Agrawal

Head – Digital Marketing

Vitals

INDUSTRYCreds™

Score

2 Live Projects

Run campiagns for real brands to drive real KPIs

Personalised Interaction with industry experts

Feedbacks and mentorships with 200+ professionals

6-7 hours for 9 weeks

Course Fee

INR 25,000/- + GST

Convenient EMI Options available
*See FAQs for more

INDUSTRYCreds Score

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 brand management certification is built in partnership with world’s best recruiters and help in identification & recognition of student 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

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

  • 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
  • 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
  • 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
  • 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
  • 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
  • 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

  • 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