IIM Lucknow - Executive Programme in Digital Marketing: Applications and Analytics 

Explore marketing funnel, various digital channels, and multichannel marketing hubs; understand the nuances of integrated marketing communication and mass communication

Map customer journey; analyse customer networks in the digital world; capture customer wants by omnichannel touchpoint mapping; understand users' interactions with brand and benefits of behavioural marketing

Delve into psychological, sociological and cultural consumer behaviour; enhance decision making by examining customer's perception; understand the macro and micro factors influencing consumer behaviour and explore the role of influencers and customer lifestyle

Develop digital marketing plan by understanding cost of acquisition and conversion; take closer look at targeting strategies, content strategy and market positioning and repositioning; explore brand management strategies for increased engagement

Learn the importance of agile marketing; enhance your SEO and SEM skills to optimize for web traffic; fuel marketing through engagement via communities and Co-Creation

Develop higher understanding of how to leverage social media marketing, viral marketing, email marketing, content marketing, video marketing, guerrilla marketing, event triggered marketing, affiliate marketing, among others; Efficiently manage channel portfolio, content creation and its distribution

Develop higher understanding of how to leverage social media marketing, viral marketing, email marketing, content marketing, video marketing, guerrilla marketing, event triggered marketing, affiliate marketing, among others; Efficiently manage channel portfolio, content creation and its distribution

Analyse important evaluation metrices of a campaign and measure CLV, CPM, CPC, CPA, and other parameters to investigate ROI; understand the techniques of A/B testing and split testing; Perform post campaign analysis to gain key insights

Gain exposure to various data acquisition strategies, research frameworks and tools; grasp the process of marketing analytics and learn to perform predictive and prescriptive analytics; explore web and google analytics; understand web-scraping and text-mining

Leverage emerging technologies and IoT for marketing automation and marketing intelligence; appreciate importance of real-time marketing; learn customer journey analytics and mobile marketing analytics