- 2026 Skills Framework
Every Skill. Every Tool. Every Role.
13 skill domains. 20+ tools. 40+ job roles. RCM’s Digital Marketing Specialization maps every skill to a specific tool, a specific application, and a specific role — so you know exactly what you’re learning and why.
At a Glance
The Scope of What You Master
These are not classroom exercises. Each item below is a real deliverable built on real platforms, with real data — the kind that gets you hired.
13
Skill domains covered across all programs
20+
Industry tools trained and certified on
6+
Certifications earned per MBA/PGDM graduate
40+
Industry roles unlocked across all tracks
Tools by Category
Every Tool You Learn
Built across your semesters — each deliverable adds to the portfolio you bring to placement interviews.
Analytics & Data
- Google Analytics 4 (GA4)
- Google Tag Manager (GTM)
- Looker Studio
- Tableau
- Excel / Google Sheets Advanced
- Mixpanel (intro)
- BigQuery (intro)
Paid Advertising
- Google Ads (Search, Display, Shopping, Video)
- Meta Ads Manager
- LinkedIn Campaign Manager
- YouTube Ads
- Google Keyword Planner
- Meta Audience Insights
- DV360 Basics
SEO & Content
- SEMrush
- Ahrefs
- Yoast SEO
- Google Search Console
- Screaming Frog
- Surfer SEO (intro)
- Clearscope (intro)
- WordPress (SEO-focused)
AI & Automation
- ChatGPT & GPT API
- Jasper.ai
- Perplexity Pro
- n8n Automation
- Make.com
- Zapier
- Midjourney
- ElevenLabs
- HeyGen (intro)
CRM, Email & Marketing Automation
- HubSpot CRM + Marketing Hub
- Mailchimp
- Klaviyo (intro)
- WebEngage (intro)
- CleverTap (intro)
- MoEngage (intro)
- Midjourney
- ElevenLabs
- HeyGen (intro)
Creative & Social
- Canva Pro
- Adobe Express
- CapCut
- Buffer / Hootsuite
- Later
- Instagram Insights
- YouTube Analytics
- Brand24
0
+
Skill domains in curriculum
0
+
Tools students are trained on
0
+
Industry certifications earned
0
+
Industry roles unlocked
Full Skills Matrix
Skill → Tool → Application → Role
Every skill taught at RCM is mapped to a specific tool, a real-world application, and the job role it unlocks. No filler. No theory-only subjects.
| Skill Domain | Primary Tools | How You Apply It | Roles It Unlocks |
|---|---|---|---|
| Search Engine Optimisation (SEO) | SEMrushAhrefsScreaming FrogGSC | Keyword research, technical audits, on-page fixes, backlink outreach, rank tracking | SEO AnalystContent StrategistDigital Marketing Manager |
| Paid Search (PPC) | Google AdsKeyword PlannerGTM | Build ad groups, write RSAs, bid strategies, Quality Score optimization, conversion tracking | Paid Search SpecialistPPC ManagerPerformance Marketer |
| Paid Social Advertising | Meta Ads ManagerPixelCustom Audiences | Prospecting + retargeting campaigns, creative testing, ROAS optimization | Social Media AdvertiserPerformance MarketerGrowth Manager |
| Web Analytics | GA4GTMLooker Studio | Custom events, goal tracking, channel reports, attribution models, monthly analytics reviews | Analytics ManagerMarketing AnalystData-Driven Marketer |
| Content Marketing | WordPressSurfer SEOJasper | Blog strategy, editorial calendar, SEO writing, content briefs, distribution planning | Content MarketerContent ManagerBrand Journalist |
| Email Marketing & CRM | HubSpotMailchimpKlaviyo | List segmentation, drip automation, A/B subject lines, open rate optimization, CRM workflows | Email MarketerCRM SpecialistRetention Manager |
| Social Media Marketing | CanvaBrand24 | Platform strategy, content calendar, community management, ORM, social listening | Social Media ManagerBrand Community Manager |
| AI Marketing & Automation | ChatGPTn8nJasper | Prompt engineering, AI content workflows, automation pipelines, AI creative production | AI Marketing ConsultantGrowth Automation LeadMarTech Specialist |
| Conversion Rate Optimisation | HotjarVWOUnbounce | Heatmap analysis, A/B tests, landing page optimization, user journey mapping | CRO SpecialistUX-Driven MarketerGrowth Analyst |
| Performance Analytics & Attribution | GA4TableauBigQuery | Multi-touch attribution, ROI dashboards, channel mix analysis, incremental lift testing | Marketing AnalystAttribution SpecialistGrowth Analyst |
| Brand Strategy | CanvaNotionGoogle Slides | Brand positioning, brand voice, visual identity, competitive analysis, brand tracking | Brand StrategistBrand ManagerMarketing Communications Lead |
| E-Commerce Marketing | Shopify basicsMeta CatalogGoogle Shopping | Product feed management, shopping campaigns, dynamic remarketing, ROAS optimization | E-Commerce Marketing ManagerD2C Growth SpecialistMarketing Ops |
| B2B Marketing & Lead Generation | LinkedIn AdsHubSpotApollo basics | ICP definition, ABM campaigns, lead scoring, sales-marketing alignment, pipeline reporting | B2B Marketing ManagerDemand Generation SpecialistABM Manager |
- Admissions Open — 2026 Batch
Shape Your Future Admissions Open 2026
Choose from 6 industry-aligned programmes designed to build real skills, real portfolios, and real careers. Applications are now open — limited seats per batch.
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Contact Info
Address:
Plot No. GD 2/12 & 13 Chakadola Vihar, Chandrasekharpur, Bhubaneswar-751023
City Office:
Directors Chamber’s, #203, Plot No. B15, 2nd Floor, Swash lane, Sahidnagar, Bhubaneswar - 751007, Odisha
Mobile:
+91 90900 80801
Toll Free:
1800 1214 357
Email:
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Regional College of Management (RCM), Bhubaneswar, the first management college in Odisha, was established in 1982. The college has been approved under section 2(f) and 12 (b) of the UGC Act. The institute has been conferred the status by UGC in the year 2009. It is the first management institute in Eastern India, conferred by the University Grants Commission. The institute, since its inception, developed immensely in all areas of management education.
