Distance Learning MBA from IIM | Distance Digital Marketing

Executive Programme in Digital Marketing / Distance Learning MBA from IIM Calcutta

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.

Curriculum

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

Eligibility

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.