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IIM Indore | Certificate Program in Digital Marketing & Strategy

A professional qualification in digital marketing will help you acquire the required skills to emerge as an efficient digital marketer and strategist.

Course Snapshot
  • FeeINR 1,72,500 + GST
  • Work Experience2 - 30 Years
  • Duration11 Months
  • Delivery MethodOnline
  • Course Starts On26 Jun 2021
Course Detail

Program Overview
The Certificate Programme in Digital Marketing and Strategy (CPDMS), is aimed at providing a comprehensive understanding of the use of digital, social media and mobile applications for marketing applications. The focus of the programme is to help the participants understand the basic concepts of marketing, understand how these apply in the digital world, take a deep dive into all relevant applications, get a hands-on exposure to tools, learn how to use analytics to evaluate marketing efforts, and be proficient to strategise a digital marketing campaign.

Program Highlights
● Deep dive into the minds of the consumers
● Conceptual understanding of digital and social media applications
● Coverage from strategy creation to implementation
● Exposure to tools
● Capstone project – real-time campaign project

Who Should attend?
● Entrepreneurs and self-employed (including those aiming to be content creators/influencers) professionals who aim to enhance their business potential/reach using digital and social media
● Senior executives who aim to plan/implement digital marketing campaigns in their organisations
● Senior executives who are facing challenges in the traditional-digital transformation
● Digital marketers who aim to understand the concepts of strategy formulation
● Agency executives who aim to refresh their understanding of mapping client briefs to consumer research, ideation and execution in the digital world
● Executives who have exposure to digital marketing tools but wish to develop deeper understanding of the ideation, strategising and execution of a campaign
● Executives who have started their careers and wish to create a digital marketing portfolio

IIM Indore Executive Education Alumni Status
The participants who will complete the programme successfully will be eligible for the Executive Education Alumni status of IIM Indore. They will require to apply separately along with the necessary fee to register their name. Benefits available to Executive Education Alumni:
● Communication of brochures and newsletters from IIM Indore
● Access to the IIM Indore Campus Library (onsite access only)
● Official email ID of the institute.

Desired Candidate Profile

● Diploma (10+2+3)/Bachelor's Degree (10+2+3 or 10+2+4) or its equivalent or 2 years Master's Degree or its equivalent from institutions or universities recognised by UGC/AICTE/AIU/DEB
● Minimum 50% aggregate marks of all years in either Diploma or Bachelors or Masters or equivalent
● Minimum two years of work experience post completion of qualifying education

Course Modules

1. Induction Module in Campus: e-Marketing Orientation and Course Introduction
● Introduction to Marketing Management
● Marketing in the Internet Era
● Understanding the Consumer
● Consumer Journey Mapping
● Digital Marketing Landscape

2. Basics of Marketing
● Exploring the STP Process
● Understanding Customer Value
● Elements of Product Policy, Pricing, Distribution and Promotion
● Selling and Acquiring Customers
● Managing Relationships

3. Brand Management in a Digital World
● Understanding Brand Management
● Brand Engagement Strategy
● Creating an Effective Brand
● Strategic Brand Communications

4. Search Engines
● Understanding how they work
● Search Engine Marketing
● Search Engine Optimisation
● Google Ads – Search Engine Tool
● Keyword Planning and Research

5. Social Media
● Understanding the Dynamics of Social Media – WOM, Tribes and CB
● Social Media Campaign Introduction (WOM Campaigns, Ad Campaigns, Engagement via Communities, etc.)
● WOM Campaigns (Influencers, Viral Campaigns, UGC Campaigns, etc.)
● Brand Communities and Co-creation
●Facebook, Instagram, Twitter, LinkedIn and YouTube

6. Display Advertising
● Understanding the Role of Display Ads in the Consumer Journey
● Google Ecosystem: Webpages, Apps and YouTube
● Native Ads on Social Media Platforms
Remarketing
● E-commerce Platforms and Review Aggregators

7. Other Campaign Areas
● Email Campaigns
● Affiliate Programmes
● Mobile Platforms: Geo-location-based Strategies, Mobile-enabled Content Strategies, Apps
●Websites, Landing Pages and Microsites

8. Digital and Social Media Strategy
● Understanding IMC
● IMC and Branding
● Planning: STP and Formulating Objectives
●Planning: Media and Content
● Execution: Campaign Testing and Execution
● Execution: Spending Decisions
● Evaluation: Basics of KPIs (to be continued in analytics part)

9. Digital and Social Media Analytics
● Understanding Data Types in Digital and Social Media
● Frameworks for Evaluation: ROI, CLV, CPM, CPC, CPA, Community Engagement, etc.
● Social Listening to Understand an Organisation's Reach and Sentiment
● Attribution Issues
● Using Quantitative Data: Methods and Tools such as Clustering, Forecasting, etc.
● Using Qualitative Data: Methods and Tools for Social Listening, Mining, NLP
● Understand the Role of Data Mining in Predicting Consumer Behaviour, Product Development and Advertising Messaging
● Learning Key Technologies and Techniques used in Mining Consumer Data
● Applying Principles of Predictive Modelling to Digital Marketing Initiatives
● Big Data in Marketing

10. Consumer Centric Content Development and Engagement Strategy for Digital Ecosystem
● Creating Content with Customer at Centre
● Mapping Customer Journey and Improving their Experience
● Content Management Process

11. Digital and Social Media in Marketing Applications
● Customer Acquisition and Sales
● Branding
● Customer Retention
● Customer Relationship Management
● Business-to-Business Segments
● Online Reputation Management

12. Introduction to Programmatic Way of Digital Advertising
● Marketing Automation to Engage Customers
● Real-time Bidding
● AI/ML Applications and Customer Lifecycle

13. Road Ahead
● Implementing Digital Marketing Tools and Techniques in your Organisation
● Leading and Managing Digital Marketing Teams

14. Capstone Project
● Overview of the Project
● Defining Project Goals
● Project Deliverable Scheduling
● Project Execution Support
● Project Evaluation

15. Tools Coverage
● Google Ads, Google Analytics, Facebook Ads, Hootsuite, Buzzsumo, Woorank, Hubspot, Unmetric, Moz, Firebase, Clevertap, MySQL & Branch