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Digital Marketing Certificate Course

The Digital Marketing Certificate Course offers a great combination of new media skills, practice, and projects needed for digital marketing. This allows students to better understand the nature and scope of digital marketing and to effectively apply that to achieve your business goals.  

Why St Pauls:

  • Course is informed by digital marketing veterans

Our curriculum is informed by renowned industry digital marketers who have revolutionised digital marketing in our city and country

  • Work with live projects

Get hands-on experience by working on client websites, giving you the edge over everyone else

  • Globally competent

We focus on tailoring the syllabus of the course that would eventually equip students and professionals with the knowledge and skills needed to work anywhere in the world

  • Holistic approach

Simply learning about the key concepts of digital marketing is inefficient. At St Pauls, we focus on creating a well-rounded syllabus which encompasses relevant soft skills required for digital marketing

  • Beat the rat race

The course content is carefully and systematically curated towards creating knowledge of current trends and relevant softwares

  • Industry connect

St Pauls is known for its connection with prominent brands across the city, leaving a plethora of job opportunities at your disposal

Digital Marketing: A History

  • Digital marketing vs. traditional marketing
  • Fundamentals of digital marketing
  • History of digital marketing in India and the world

Understanding the Consumer

  • Online consumer behaviour
  • Understanding personas
  • Practical element: Create a persona of who your ideal consumer would be, in line with your business


  • Branding Principles and Fundamentals
  • Brand Positioning
  • Brand Leverage
  • Branding Strategies

Media planning

  • Media platforms relevant to digital marketing
  • Matching media platforms to the right digital marketing campaign
  • Segmentation, Positioning and Targeting
  • Goal planning and setting
  • Practical element: Based on the persona, segment the consumer; determine the media platforms and messages you would use to target these consumers

Search Engine Optimisation

  •  What is SEO?
  • Introduction to SERP 
  • What are search engines?
  • How search engines work
  • Major functions of a search engine
  • What are keywords?
  • Different types of keywords
  • Google keyword planner tool
  • Keywords research process
  • Understanding keywords mix
  • Google Operator: So that you can find anything on the web
  • On page optimization
  • Off Page optimization
  • Local SEO
  • Top tools for SEO
  • Monitoring SEO process
  • Preparing SEO reports
  • How to create SEO Strategy for your business
  • What is link juice?
  • Importance of domain and page authority
  • How to optimize exact keywords for your business
  • What is Google Panda Algorithm?
  • What is Google Penguin?
  • What is Google EMD Update?
  • How to save your site from Google Panda, Penguin and EMD Update
  • How to recover your site from Panda, Penguin and EMD
  • Practical element: Write on-site content, optimise it

Content Marketing (Blogging and Vlogging)

  • What is Blogging 
  • How a Blog works for Business
  • Blog , Popular Blog Platforms and Settings- An Introduction 
  • Blogging & Blogger  ( We will use Blogger & Wordpress as Demo) 
  • Glimpses on Contemporary Blogging
  • Creating Great Blog Content 
  • Vlogging vs. Blogging
  • How to promote a Blog
  • Blogger Network
  • Use of Blog in Digital Marketing Context
  • Blogging for Specific domain : Business, Social Sector, etc
  • Blogging strategy for business
  • Practical element: Content writing workshop

Paid Marketing

  • AdWords Fundamentals
  • Creating Effective Campaigns
  • Writing Powerful Ad Copy
  • Targeting and Biding Strategies
  • Keyword Optimization
  • Ad Extensions
  • Display and Remarketing Ads
  • Conversion Tracking
  • Practical element: AdWords workshop

Social Media Marketing

  • Introduction to Social Media Marketing
  • Selecting the right Social Media Channel
  • Social Bookmarking and Web 2.0
  • Social Media Strategy
  • Paid Marketing on Social Media
  • Social Media Automation
  • Social Listening
  • Practical element: Creating an SMM plan; getting familiar with Facebook AdsManager

Mobile Marketing

  • Text and Multimedia messages
  • Messaging platforms
  • Mobile websites
  • Web analytics for mobile
  • Mobile Display advertising
  • Mobile apps
  • App marketing and promotion
  • App store optimisation
  • On page SEO for app store
  • Creating app engagement
  • App user rating and reviews
  • In-app analytics
  • In-app advertising
  • Supplemental Mobile products
  • QR codes
  •  Augmented reality
  • IVR
  • Trends in mobile advertising
  • Mobile advertising
  • Mobile marketing and search
  • Programmatic ad buying
  • Integrating real world with mobile

Influencer Marketing

  • Influencer marketing & its role in business 
  • Type of  influencer- an introduction
  • Networking & Collaboration with influencers - Bloggers | YouTubers | Instagrammers | Twitteratti 
  • The many Faces of influence
  • The ladder of Engagement 
  • Integrating Influencer Marketing strategy with your business Objective
  • Influencer Marketing Case studies 
  • Practical element: Identify and reach out to an influencer for your company

Email Marketing

  • The Evolution of Email as a Business Tool
  • Technicalities of mail
  • Email Marketing Tools ( we will use MailChimp for Demo)
  • Understanding Email Marketing Analytics
  • Designing Email
  • Customer Database
  • Leads Nurturing 
  • Integrating Email Marketing with SMS marketing 
  • Email Marketing Strategies 
  • Practice Session 
  • Practical element: Create an email marketing campaign

Google Analytics

  • Getting Started with Google Analytics
  • Understanding the Account Fundamentals
  • Analyzing Reports
  • Campaign and Conversion Tracking
  • Practical element: Set up a GA account and get familiar with the metrics


  1. Who is this course provided by?

A: St Pauls Institute of Communication Education

  1. How many hours is this course?

A: 60 hours- 6 hours, over 10 weekends

  1. On what days is this course running?

A: On Saturday and Sunday

  1. What are the timings of this course?

A: Saturday: 2 p.m. to 5 p.m.

    Sunday: 10 a.m. to 1 p.m.

  1. What is the structure of this course?

A: Simply lectures and in-class practical elements, which the lecturer will advise. Students will also be doing an assessment over the course of the course, which will be elaborated in much detail during the first few lectures.

  1. Will there be internships provided?

A: Yes. We will facilitate in the process of getting an internship, when required. More of this, will be announced in the first session.

  1. Do I need to bring anything with me? (e.g., laptop)

A: No. Our institute is fully equipped with PCs. However, if you feel the need to bring a laptop, you may do so.

     8.  Are there any application/registration fees?

A: Yes, it is Rs. 200.

Setting up and Managing E-Commerce Websites

  • Understanding eCommerce
  • Online – Offline overview
  • Types of eCommerce business and portals
  • Online – Offline interaction
  • Characteristics of eCommerce
  • Legal characteristics of eCommerce business
  • Marketing eCommerce
  • Online communities and Models of Influence
  • Product features
  • Product keyword research and content on product descriptions
  • Selling on eCommerce platforms
  • Reputation and Reviews
  • Competitive analysis
  • Business process
  • Inventory and Supply Chain
  • Setting up payment gateway
  • Remittance cycle including shipping and return policy
  • Barriers to eCommerce

The eligibility criteria for the Digital Marketing Certificate Course is as under:

  • Applicants should be 12th pass (10+2) or equivalent, in any stream 
  • Should have working knowledge of the English language, Digital Media and the Internet

60 hours

6 hours each weekend (3 hours on Saturday and 3 hours on Sunday) Starts on 5th- Jan- 2019 and Ends on 17th-Mar-2019

Beulah Pereira - Unit Coordinator

Beulah Pereira is a Master of Marketing graduate from Curtin University, Australia. She has worked in several digital marketing agencies in Australia and is now part of the digital marketing team at SPICE. She also lectures at SPICE, and is the unit coordinator of Digital Marketing Certificate Course. Beulah is an active academic researcher, with one conference paper and three journal articles under-review in notable marketing journals.


Digital Marketing: A History and Online Consumer Behaviour

Kiran Kanteliya

Kiran Kanteliya is a certified digital marketer and buoyant entrepreneur. She has hands-on experience in the fields of client servicing, marketing, technology and leadership experience which spans over a decade. Currently, Kiran focuses a lot of her time on digital marketing. Over the last 9 years, she has been heavily involved in the startup Global Kreations, where she plays the role of the Director, Chief Digital Officer and Marketing Manager. Her core area of expertise encompasses a large part of the digital marketing arena, and more specifically Search Engine Optimisation.


Search Engine Optimisation

Subramanian Krishnan

Subramaniam Krishnan (Subbu) is a renowned, business-centric, industry professional with experience spanning over 20 years. His passion lies in  driving business development, enhancing customer service and relations along with overall organisational development. He has demonstrated success in driving Go-to-Market strategies for Services; Product Marketing, Digital Marketing, Social Media Marketing, New Client Acquisition, Lead Generation and Market Intelligence. Subbu currently runs and manages a consulting company that works with B2B and B2C companies in the domains of Marketing and Strategy.


Branding, Mobile Marketing and Setting Up and Managing E-Commerce Websites

Loknath Swain

Loknath Swain is a Mumbai-based digital marketer and trainer, who has been in the business for almost 15 years. He is the co-founder and director of PRJankari Digital Marketing Private Limited (PRJankari), a social media company incubated in IIT Bombay center SINE. He works with both corporate and professionals to help them reap the best out of digital marketing and e-commerce. He has taught widely across the country and many of his lectures have been attended by known dignitaries from TATA, Reliance, Bharat Petroleum, Paradip Phosphates, Aviva Insurance, Mahindra, Mahanagar Gas and Bharat Bijli.


Influencer Marketing, Email Marketing and Content Marketing 

Raj Bhatt

Raj Bhatt is a marketing and growth enthusiast who has extensive experience in strategizing and executing 360° marketing campaigns across multiple channels. With more than 3 years of experience in the field of digital marketing, he has worked with some of the leading businesses in Mumbai and is the author of the e-book titled ‘Growth Hacks for 2017’, which is a comprehensive guide for every entrepreneur, growth hacker, marketer, or any individual who is trying to grow a startup or a product. When he isn’t busy at the office, Raj often writes about all things digital marketing, social media, data analytics, and innovative technology.


Paid Marketing, Social Media Marketing and Google Analytics


FEES Rs 36,000
Registration Fees Rs. 200/- (Non-Refundable)
Course Fees: Rs. 36000/- Inclusive of Tax
One Time Discount if entire fee payment is made upfront  
Course fee payment:   
1. The DM course fees must be made prior to the course commencement.  
2. Option to make the fee payment in instalments is provided, only when:  
The first payment is made at the time of registration  
The second payment is made on or before the first day of the program  
The fees may be paid by Cheque at the institute.

Cheque payments must be addressed to SPICE.

Fees once paid are not refunded under any circumstances.  


Payment to be made via cheque only and the cheque should be in the favour of SPICE 

Government Taxes are liable to changes

Note: Fees once paid, will not be refunded

Digital Marketing

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