IIM Indore - IIM Indore - Executive Programme in Digital Marketing

Offered byEmeritus

IIM Indore - Executive Programme in Digital Marketing
at
Emeritus
Overview

Modify current business operations to provide a better online experience

Duration	18 weeks
Total fee	₹75,000
Mode of learning	Online
Credential	Certificate

IIM Indore - Executive Programme in Digital Marketing
at
Emeritus
Highlights

Earn a Certificate and Alumni status from IIM Indore
Four week capstone project
Lessons from proficient IIM Indore faculty
Additional optional certificates from SpyFU, GoogleAds, Hubspot & Google Analytics
Interactive pedagogy with combination of recorded lectures, assignments and quizzes

IIM Indore - Executive Programme in Digital Marketing
at
Emeritus
Course details

Skills you will learn

Strategic Planning Email marketing Digital marketing Sales Advertising PPC Marketing SEO Marketing Communication

Who should do this course?

For graduates who want to increase their industry-readiness
For early professionals aspiring to shift to digital marketing roles
For consultants and entrepreneurs who want to reach new customers
For senior managers and leaders keen on reimagining growth by learning about the modern digital customer
For managers in marketing, sales, brand or communication interested in using digital marketing skills to increase impact

What are the course deliverables?

Reimagine marketing in the digital age to create change and sustain growth
Understand the impact of the Internet on consumer expectation and behavior
Develop a digital marketing strategy using models and processes
Learn frameworks to make goals, plan campaigns, and reach customers
Know the various channels and platforms to get your marketing off the ground
Understand what keeps customers engaged between attention and action
Leverage new technologies to target customers, personalise content, measure performance, and constantly improve performance

More about this course

The marketing world has undergone a huge transformation. The prevalence of new technologies and the increasingly digital savvy consumer have altered how marketers acquire, engage, and keep customers. How do modern customers get information, make decisions, and want to be engaged? How can modern marketers continue to win consumers and grow in a digital world?

IIM Indore - Executive Programme in Digital Marketing
at
Emeritus
Curriculum

MODULE 1: Introduction to Marketing Management

Marketing Management Overview

Concept of Perceived Value

Needs, Wants and Demand

Product Life Cycle

Creation and Communication of Value

Delivery and Exchange of Value

Customer Segmentation and Targeting

MODULE 2: Introduction to Digital Consumers and Digital Marketing

Consumer Positioning

Marketing vs. Sales

Role of Digital Media in Marketing Management

Traditional vs. Digital Marketing

The 4Ps of Marketing: Product and Price

The 4Ps of Marketing: Place and Promotion

The 4Ps of Marketing in Digital Ecosystem

The POEM Framework

MODULE 3: Understanding the Customer

Target Audience

Target Selection and Positioning

Target Audience: Apple iPhone

Customer Profiles and Personas for Digital

Why Create a Customer Persona?

B2B Customer Persona

Gathering Data

Customer Touch Points and Moments of Truth

Customer Journey

Customer Journey Map

Customer Journey Map: Example Two

Customer Journey to Marketing Insights

MODULE 4: Search Engines: Organic Search and Keywords

Organic Search and Keywords: Overview

Fundamentals of Search Engines

Search Engine: The Process

Keywords and Keywords Search

On-Page SEO

Off-Page SEO

Technical SEO

App Store Optimization

Competitor Research

SpyFu: Demo

MODULE 5: Search Engine Advertising

Search Engine Advertising

Role of Search Engine Advertising vs. SEO

Keyword Planning

Creation of Ad Copy

Quality Scores

Bidding Strategies

E-Commerce

SEO and SEA Synergy

Setting up a PPC Account

Setting up a PPC Account : Demo

MODULE 6: Display Ads and Targeting

Display Ad Types

Display Ad Campaign Setup

Video Ads

Targeting Parameters

Remarketing

MODULE 7: Social Media Strategy

Social Media Strategy: Overview

Social Networks and Role of Algorithms

Types of Social Networks

Social Media Audits

Social Media Etiquettes

Social Media Calendar

Types of Paid Social Media Ad Formats

Audience Segmentation and Targeting for Social Media Ads

Custom and Look-Alike Audiences

Social Media Tools

AWARIO: Demo

Setting up campaigns on Facebook: Demo

Setting up campaigns on Linked In: Demo

Setting up a YT Campaign: Demo

Setting up a Twitter Campaign: Demo

MODULE 8: Influencers, Communities and Online Reputation

Influencers, Communities and Online Reputation: Overview

Word of Mouth Marketing

Influencer Marketing

Viral Marketing

User Generated Content Campaigns

Brand Communities

Online Reputation Management

MODULE 9: Email Market

Email Marketing Basics

Email Service Providers

Best Practices for Emails

Affiliate Marketing

MODULE 10: Landing pages, Microsites, and Mobile Apps

Websites & Microsites

Landing Pages and Its Sections

Dissection of Successful Landing Pages

How to Create Landing Pages?

Mobile Apps

MODULE 11: Digital Marketing analytics: Data Sources

Metrics

PPC Analytics

Social Analytics

SEO Analytics

Video and Display Analytics

Role of AI in Analytics

MODULE 12: Frameworks for Evaluation

Pricing Metrics

ROAS and ROI

Unit Economics

Customer Portfolio Analysis

MODULE 13: Attribution Issues and Experimentation

What is Attribution

Types of Attribution

A/B Testing and Multivariate Testing

MODULE 14: Digital Marketing Strategy Planning, Execution, Assessment, and Refinement

Digital Marketing Strategy and Its Components

RACE Framework

AIDA Framework

Integrated Marketing Communications or IMC: 6M Framework

Capstone Project

IIM Indore - Executive Programme in Digital Marketing
at
Emeritus
Faculty details

Prof Subin Sudhir - Associate Professor, Marketing

Prof. Subin has completed his Fellow Program in Management from IIM Kozhikode. His doctoral dissertation explored rumor sharing behavior among consumers in the marketplace.