Invite Your Colleague and Save INR 7,500
STARTS ON September 27, 2022 Application Deadline: September 26, 2022
DURATION 18 Weeks Online Recorded Video Lectures Live Webinar with Faculty
ELIGIBILITY Graduate or Diploma Holder with at least 50% marks in either Diploma or graduation or post-graduation or its equivalent.

Participants need to submit all years marksheets or the consolidated marksheets of all years with Degree or provisional degree certificate.
STARTS ON September 27, 2022 Application Deadline: September 26, 2022
DURATION 18 Weeks Online Recorded Video Lectures Live Webinar with Faculty

Programme Overview

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’s Executive Programme in Digital Marketing will enable participants to:

  • 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.
  • Leverage new technologies to target customers, personalise content, measure performance, and constantly improve performance.
  • 220million

    The estimated size of online shoppers in India by 2025.

    (Indian Brand Equity Foundation, 2022)
  • 1.5 Billion

    Projected number of Internet users in India by 2040, indicating a big market potential in Internet services.

    (Statista, 2022)

Emeritus Career Services

Career Services image
  • Past participants of Emeritus work at Microsoft, ICICI Bank, Infosys, HDFC, AirBnB, TCS, Ola, Flipkart, JSW, Wipro, Honeywell, JP Morgan, Reliance Jio, Mahindra, Gartner, Accenture, Cognizant, amongst others

Please note:

  • This service is available only for Indian residents enrolled into select Emeritus programmes.
  • IIM Indore or Emeritus do NOT promise or guarantee a job or progression in your current job. Career Services is only offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered by Emeritus. IIM Indore is NOT involved in any way and makes no commitments regarding the Career Services mentioned here.

Who is this Programme for?

The Digital Marketing programme is relevant for any professional seeking to become more relevant, agile, and competitive in the modern marketing scenario.

  • Graduates who want to increase their industry-readiness
  • Early professionals aspiring to shift to digital marketing roles
  • Managers in marketing, sales, brand or communication interested in using digital marketing skills to increase impact
  • Senior managers and leaders keen on reimagining growth by learning about the modern digital customer
  • Consultants and entrepreneurs who want to reach new customers

Programme Highlights

Build expertise
18 weeks of rigorous, vibrant learning

Competitive advantage
Get a certificate from IIM Indore

Balanced learning
A combination of strategy and operations, left and right brain

Get the latest thinking
Proficient IIM Indore faculty

Highly interactive pedagogy
Combination of recorded lectures, assignments and quizzes

Build expertise
18 weeks of rigorous, vibrant learning

Competitive advantage
Get a certificate from IIM Indore

Balanced learning
A combination of strategy and operations, left and right brain

Get the latest thinking
Proficient IIM Indore faculty

Highly interactive pedagogy
Combination of recorded lectures, assignments* and quizzes

Note: *Assignments are graded either by industry practitioners who are available to support participants in their learning journey and/or by the Emeritus grading team.

Additional Certifications Offered (Optional)

Tools-Softwares Covered
Tools-Softwares Covered

Note:
- These are suggested tools that could be covered in this programme, basis tools used in the earlier cohorts. These could change subject to faculty discretion.

Learning Outcomes

  • Strategise Learn frameworks to make goals, plan campaigns, and reach customers
  • Execute Know the various channels and platforms to get your marketing off the ground
  • Engage Understand what keeps customers engaged between attention and action
  • Measure Grasp the science of measuring performance versus plan
  • Optimise Know how to continuously improve performance to increase ROI with data and analytics
  • Learn Get useful insights from leading industry experts on strategic planning and digital ROI initiatives
  • 360-degree alignment Modify current business operations to provide a better online experience

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. A separate application along with the registration fee is required to gain alumni status.

Benefits available to Executive Education Alumni Status:

  • Communication of brochures and newsletters from IIM Indore
  • Access to the IIM Indore Campus Library (onsite access only)
  • Official email ID of the institute

The Current alumni membership plans are as follows:

  • 2-year membership – INR 1000/- + applicable taxes
  • Lifetime membership – INR 10,000/- + applicable taxes

Note: The Executive Alumni benefits are subject to the discretion of IIM Indore.

Programme Modules

  • 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
  • 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
  • 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
  • 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
  • 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
  • Display Ad Types
  • Display Ad Campaign Setup
  • Video Ads
  • Targeting Parameters
  • Remarketing
  • 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
  • Influencers, Communities and Online Reputation: Overview
  • Word of Mouth Marketing
  • Influencer Marketing
  • Viral Marketing
  • User Generated Content Campaigns
  • Brand Communities
  • Online Reputation Management
  • Email marketing basics
  • Email Service Provides
  • Best Practices for Email
  • Affiliate marketing
  • Websites & Microsites
  • Landing Pages and Its Sections
  • Dissection of Successful Landing Pages
  • How to Create Landing Pages?
  • Mobile Apps
  • Metrics
  • PPC Analytics
  • Social Analytics
  • SEO Analytics
  • Video and Display Analytics
  • Role of AI in Analytics
  • Pricing Metrics
  • ROAS and ROI
  • Unit Economics
  • Customer Portfolio Analysis
  • What is Attribution
  • Types of Attribution
  • A/B Testing and Multivariate Testing
  • Digital Marketing Strategy and Its Components
  • RACE Framework
  • AIDA Framework
  • Integrated Marketing Communications or IMC: 6M Framework

Note: Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the total programme hours.

Programme Director

Prof Subin Sudhir

Assistant 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. Subin has earned his MBA and BTech degrees from Kerala University. His research interests include Consumer Behavior, Word of Mouth, Rumor Research in Marketing, Customer Relationship Management, and Digital Marketing. He has been associated with various organisations prior to joining IIM Indore, which include IIM Trichy, Institute for Financial Management and Research, Institute for Customer Relationship Management, Tata Elxsi, and Wipro. Subin has worked on multiple projects in domains such as consumer research and insights, digital marketing, marketing automation, and marketing of high-technology services.

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Programme Certificate

Participants will be awarded with Certificate of Completion on meeting the below criteria. A minimum of 70% in the required assignments. Completion of the capstone where applicable. A minimum of 50% of the videos must be viewed.

Sample Certificate
Sample Certificate

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Indore.

Early applications encouraged. Limited seats are available.

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Special Corporate Enrolment Pricing

Application Deadline Last Date: September 26, 2022

In collaboration with Emeritus

Erulearning Solutions Private Limited (a company incorporated in India) is a subsidiary of Eruditus Learning Solutions Pte Ltd (a company incorporated in Singapore), and operates under the brand name of 'Eruditus' and 'Emeritus'.

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