Executive Programme On Digital & Social Media Marketing Strategy (EPDSMMS)
The programme would focus on providing in-depth knowledge on digital and social media marketing and analytics that would help in planning, implementing and measuring the social media marketing and analytics that would help in planning, implementing and measuring the social media strategy to create awareness, and ultimately drive sales.
This executive programme has been designed to provide a foundation for marketers who want to specialize in the digital and social media marketing strategies, or those wanting to broaden their understanding in this domain. This six month certificate programme from IIM Calcutta would hone your general management skills followed by deep diving into the basic and advanced modules of marketing in the social and digital media platforms. The course will focus on sharing the latest trends, best practices and technologies for effective digital and social media marketing. It will provide in-depth knowledge on digital and social media marketing and analytics: how to plan, implement and measure a digital marketing and social media strategy to create awareness, generate leads and ultimately drive sales. The faculty will focus on the synergy between in-field practice and in-class learning.
This programme will be of interest to an executive or a manager from marketing, product / brand, and sales functions or a marketing analyst or business owner, who is planning to implement digital and social media campaigns to create brand awareness, enhance brand recall, generate leads and enhance customer experience. Managers from other functional areas or a non-marketing background with a supporting role for organization’s marketing activities would also find the programme relevant.
This is a six months programme that is divided into three modules of approximately two months each.
The first and third modules will be conducted as face-to-face classes at IIM Calcutta campus. The durations of the two campus visits would be of one-week each. The second module would be delivered using direct to device for around three months. This would enable participants to attend the programme at their convenience from their homes or offices
Programme Fee: Rs 1,49,000/- + (Applicable Taxes)
Campus Visit Fee: Rs 66,000/- + (Applicable Taxes)
The programme will be highly experiential and interactive, comprising participant presentations and discussions, case studies, classroom lectures and presentations by experts from academia as well as industry.
Module 1: On-campus (42 hours)
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: Online in D2D mode (60 hours)
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: On-campus (33 hours)
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
All participants also have to do a compulsory project based on a topic of their choice related to digital and/or social media marketing. Non-completion of this project would lead to incomplete grade in the programme. Each project would be guided by a faculty from IIM Calcutta, besides an industry mentor to be chosen by the participant him/her self.
Graduate / Post-Graduate degree with minimum 50% marks, and at least 2 years of experience in media, advertising, start-ups, social or digital media, e-commerce or related domains instead of at least Graduate degree.
May 2018
For further details please visit
https://www.training.com/IIMC/digital-marketing-strategy