IIM Calcutta - Executive Program in Digital and Social Media Marketing Strategy (2-30 yrs)

Sharpen your traditional marketing skills and advanced concepts in digital and social media marketing.

Course Snapshot
  • FeeINR 1,44,000 + GST
  • Work Experience2 - 30 Years
  • Duration6 Months
  • Delivery MethodBlended- Online
Course Detail

ABOUT IIM CALCUTTA

The Indian Institute of Management, Calcutta (IIM Calcutta) was established as the first national institute for post-graduate studies and research in management by the Government of India in 1961 and is reputed to be one of Asia's finest business schools
Since last 50 years, IIM Calcutta has been playing a pioneering role in professionalising Indian management through its Post-Graduate and Doctoral Level Programs, Executive Training Programs, Research and Consulting Activities.

About Executive Program in Digital and Social Media Marketing Strategy

The EPDSMMS has been designed to provide a solid foundation for marketing management professionals keen to specialize in digital and social media marketing. This course will sharpen your traditional marketing skills and provide basic and advanced concepts in digital and social media marketing.
This course will share insights on the latest trends, best practices and technologies for effective digital marketing and also offer in-depth knowledge on digital marketing analytics including how to plan, implement, and measure a digital marketing strategy to create awareness, generate leads, and ultimately drive sales. The course instructor will focus on the synergy between in-field practice and in-class learning.

Course Objectives
- Sharpen your knowledge of traditional marketing management theory
- Acquire an in-depth knowledge on digital marketing and analytics concepts
- Learn to plan, implement and measure a digital marketing strategy
- Build a project of your choice on digital and social media marketing guided by an instructor.

Desired Candidate Profile

The applicant should be a Graduate (10+2+3 or equivalent) or a Post-graduate in any discipline with a minimum of 50% marks (aggregate).

The applicant should have a work experience of at least 2 years in media, advertising, start-up businesses, social or digital media, e-commerce and related domains.

Applicant selection will be based on:
- Past Academic Performance
- Work Experience

Certification
On successful completion of the course, the learner will receive a certificate of completion from IIMC. The candidates will also be awarded an alumni status by IIMC

Course Modules

Module 1: Understanding the Strategic Need for Digital and Social Media Marketing
- Firm and its resources and capabilities
- Competitive strategy in the digital era
- Customer value, satisfaction and relationships
- Customers' buying behavior
- Market segmentation and targeting
- Product & brand management
- Sales & distribution management
- Advertising and sales promotion
- Integrated marketing communications
- Understanding the digital era through social, mobile, analytics and cloud
- Digital disruption in marketing
- Digital models for branding, sales, advertising and customer management
- Agility and customer centricity through digital technologies
- Web, mobile and social channels for marketing and their co-ordination

Module 2: Execution Plans for Digital and Social Media Marketing
- Content management for web and social channels
- Web pages and banner advertisements
- Email and SMS marketing
- Blog marketing
- Mobile marketing
- Inbound marketing
- User generated content
- Electronic word of mouth and viral marketing
- Influencer management
- Campaign management
- Social listening and social media marketing
- Social channel management
- Business intelligence and dashboards for marketing applications
- Machine learning for customer analytics using analytics tools
- Classification, clustering and market basket analysis
- Predictive analytics for marketing
- Organic and sponsored search advertising
- Search engine optimization
- Web behavior understanding using web analytics tools
- Social media analytics tools and techniques

Module 3: Assessing the Impact of Digital and Social Media Marketing
- Creating a road map for digital marketing initiatives
- Integrating offline and online channels through digital marketing
- Best practices in digital and social media marketing
- Understanding ROI for digital marketing projects
- Digital marketing project management
- Innovation for digital marketing
- Strategic role of Big Data in digital marketing
- Emerging technologies for digital marketing
- Funding, championing and sustaining digital marketing initiatives
- Leading and managing digital marketing teams
- Experience sharing and project presentations