upGrad-MICA Digital Marketing Programme Reaches 100 Cohorts

Programme Adapts to the Changing Digital Marketing Industry

The collaboration between upGrad and MICA began more than a decade ago, when digital marketing was still developing as a professional discipline. Since then, the programme has evolved alongside social media, the creator economy, direct-to-consumer (D2C) businesses and the growing use of artificial intelligence in marketing.

The programme has trained more than 21,000 marketers and recorded over 5,600 career transitions, according to the announcement. Its alumni have reportedly moved into roles at multinational companies, consumer-facing businesses and advertising agencies, including Accenture, Deloitte, EY, Cognizant, Amazon, Google, Flipkart, Zomato, GroupM, Publicis, Dentsu and Ogilvy.

Anuj Vishwakarma, CEO of Higher Education at upGrad, said the programme has adapted to major changes in the marketing industry while continuing to emphasise strategic judgement and creative thinking. He highlighted MICA's contribution to developing these capabilities alongside technical knowledge.

Practical Projects Remain Part of the Curriculum

A key component of the programme is the Build Your Own Brand capstone project. It requires learners to apply their marketing knowledge by developing a consumer brand, connecting concepts learned during the course with practical business challenges.

Past projects have covered areas such as sustainability, skincare and lifestyle, according to the announcement.

Prof. Anita Basalingappa, Professor of Marketing and Associate Dean of Executive Education at MICA, said the programme reflects the institution's approach to combining the creative and analytical dimensions of marketing. She added that developing strategic and creative capabilities remains important as the profession changes.

Generative AI Added to Digital Marketing Training

The latest version of the programme incorporates Generative AI and brand communication specialisations. The move reflects the growing role of AI tools in content development, campaign planning, audience engagement and marketing strategy.

The programme aims to prepare learners to combine emerging technologies with brand-building and communication skills, rather than treating digital marketing solely as a set of channel-specific techniques.

100th Batch to Begin on November 15

The 100th cohort of the upGrad–MICA digital marketing programme is scheduled to commence on November 15, 2026. Enrolment is open, according to the announcement.

The milestone marks a significant stage for the partnership as it continues to offer professional training in digital marketing and communication to learners seeking to build or advance careers in the field.

About upGrad

Founded in 2015, upGrad provides online and hybrid education, professional upskilling and workforce development programmes. Its offerings include courses and qualifications delivered in partnership with universities and other educational institutions, alongside corporate learning and recruitment services.

About MICA

MICA, based in Ahmedabad, Gujarat, is an educational institution specialising in strategic marketing, communication, creativity and related fields. Its executive education programmes include professional courses designed to help working learners develop skills in marketing and brand communication.