Executive Programme On Digital & Social Media Marketing Strategy (EPDSMMS)

• Professor Ramendra Singh
• Professor Saravana JaiKumar L.

The programme is focused on providing in-depth knowledge in digital and social media marketing & analytics strategy that would help in planning, implementing, and measuring the digital and social media marketing activities to create awareness, and ultimately drive sales.
Get the foundation to specialize in digital and social media marketing strategies, or those wanting to broaden their understanding in this domain. This nine-month certificate programme from IIM Calcutta would hone general management skills followed by deep diving into the basic and advanced modules of marketing in 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 program focuses on marketing strategy and digital strategy and builds on the three pillars of traditional marketing analytics, search marketing and social media listing and analytics. The faculty will focus on the synergy between on-field practice and in-class learning.

• Mid & early-career professionals and marketing enthusiasts engaged in marketing, branding, product, or sales and are keen on developing strategic skills in digital and social media marketing
• Mid-Career professionals keen on driving digital growth and customer acquisition strategies by leveraging digital opportunities, analytics, and emerging technologies to meet business outcomes
• Early professionals looking to advance their capabilities in digital and social media marketing strategy to successfully plan, implement, and measure digital growth strategy to create awareness, generate leads, and drive sales.

This is a nine months programme that is divided into three modules . The first and third modules would be conducted as face-to-face classes at IIM Calcutta campus. The duration of each campus module would be four days. The second module would be delivered using a direct to device platform. This would enable participants to attend the programme at their convenience from their homes or offices.
The campus visit will be conducted subject to the Covid-19 situation and depending on Government and Institute directives regarding the same.
The on-line sessions will be held primarily on Saturdays (12:15 - 3:15 PM) and on selected Wednesdays (6:45 - 9:45 PM).

Domestic Programme Fee: Rs 3,82,000/- + 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.

1. Module 1: Understanding the strategic need for digital and social media marketing
2. Module 2: Execution plans for digital and social media marketing
   • Module 2A: Search Engine Marketing and Simulation
   • Module 2B: Web Design and Content Marketing
   • Module 2C: Analytics
   • Module 2D: Social Media Marketing
3. Module 3: Assessing the impact of digital and social media marketing

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.

March 2023

To be announced.