IIM INDORE CERTIFICATE PROGRAMME IN DIGITAL MARKETING & STRATEGY

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NO BATTLE CAN BE WON WITHOUT STRATEGY
IIM INDORE CERTIFICATE PROGRAMME IN DIGITAL
MARKETING STRATEGY
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PEOPLE SHOP AND LEARN IN A WHOLE NEW WAY
COMPARED TO JUST A FEW YEARS AGO, SO MARKETERS
NEED TO ADAPT OR RISK EXTINCTION.
BRIAN HALLIGAN CEO, HUBSPOT, INC.
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INDEX
01
The Digital Marketing Imperative
4
02
Indias Developing Digital Environment
5
03
Acing the Digital Marketing Strategy
6
04
About the Programme
7
05
Programme Content
8
06
Pedagogy, Programme Delivery Eligibility
11
07
Programme Schedule
12
08
Assessment Evaluation
13
09
Certikcation Alumni Status Benekts
14
10
Programme Directors' Prokles
15
11
Programme Fees, Instalment Schedule Important
Dates
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12
About Indian Institute of Management Indore
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THE DIGITAL MARKETING IMPERATIVE
As a marketer, you have to connect with your
customers at the right time and at the right
place. Today, that right place is digital media
and consumers are almost always online. The
digital media has transformed into a fully grown
market and an important source for generating
revenues, necessitating digital marketing
knowledge and prokciency. In a rapidly expanding
digital advertising industry, digital marketing
excellence can contribute signikcantly to an
organisations overall success.
DIGITAL ADVERTISING MARKET SIZE GLOBAL
2020
322.5 Billion
2027
640.2 Billion

Source www.prnewswire.com
INDIA
2019
13,683 Crore
28,249 Crore
2022
2025
58,550 Crore
Source https//dentsu.in
Digital media is no longer a medium, but a way
of doing business. -Ashish Bhasin, Dentsu Aegis
Network
Digital is the King Digital accounted for almost
80 of marketing channel budgets in 2020 across
paid, owned and earned channels. Source
Gartners CMO Spend Survey Research 20-21
DIGITAL MARKETING STRATEGY PROGRAMME 04
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INDIAS DEVELOPING DIGITAL ENVIRONMENT
In an enabling and evolving digital environment,
you need a well-studied and crafted digital
marketing strategy to be able to create value
for yourself and your organisation and derive
maximum advantage from the impending opportunity.
31.6 Of 5 hours, 24 minutes of total daily
media time to be spent on digital by adults in
2021
20 LAKH Demand for digital marketing
professionals in 2020
2ND LARGEST Internet user base in the world,
next only to China
50 Internet penetration in the beginning of
2020, i.e., half the population uses internet
400 MILLION People using social media
platforms, as of January 2020
One of the TOP 15 Emerging job roles in India
was that of a Digital Marketing Specialist in
2020
1 BILLION Internet users by 2025
Source www.analyticsinsight.net, www.
eMarketer.com, indiaeducationdiary.in,
www.linkedin.com
DIGITAL MARKETING STRATEGY PROGRAMME 05
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ACING THE DIGITAL MARKETING STRATEGY
Even in 2021, almost half (45) of companies
don't yet have a planned digital marketing
strategy. (Source www.smartinsights.com)
WHAT? A digital marketing strategy is a plan that
helps your business achieve specikc digital
goals through carefully selected online
marketing channels such as paid, earned, and
owned media. (Source https//blog.hubspot.com)
WHY? Although a substantial share of
marketing budgets is being allocated to digital
marketing, many digital marketers are not able
to derive the maximum benekt from digital
marketing due to absence of or ineffective
digital marketing strategies.
Todays business environment being
hypercompetitive, as a marketer, you have to
plan, implement and assess the outcome of your
advertising and marketing efforts. You need a
coordinated multichannel approach in the form of
a digital marketing strategy to have the maximum
impact of digital marketing. Acquire the required
skills and emerge as an efkcient digital
marketer and strategist with IIM Indores
Certikcate Programme in Digital Marketing
Strategy (CPDMS).
IIM INDORES CERTIFICATE PROGRAMME IN DIGITAL
MARKETING STRATEGY
Master Digital Marketing
Influence Digital Strategy
Make Money out of Digital
Align with Larger Marketing Goals
DIGITAL MARKETING STRATEGY PROGRAMME 06
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ABOUT THE PROGRAMME
Certificate Programme in Digital Marketing
Strategy (CPDMS)
The Certikcate Programme in Digital Marketing and
Strategy (CPDMS), is aimed at providing a
comprehensive understanding of the use of
digital, social media and mobile applications for
marketing applications. The focus of the
programme is to help the participants understand
the basic concepts of marketing, understand how
these apply in the digital world, take a deep
dive into all relevant applications, get a
hands-on exposure to tools, learn how to use
analytics to evaluate marketing efforts, and be
prokcient to strategise a digital marketing
campaign. Participants will not need any
prerequisites to participate in this certikcate
programme, other than basic business acumen and
an understanding of their relevant industries.
Over a period of 11 months, the participants
will cover a variety of topics which are
systematically designed to enhance their
understanding of marketing, digital and social
media campaigns, application platforms, relevant
tools, analytics methods, and strategy
formulation which will provide the
aforementioned comprehensive understanding of the
discipline.
PROGRAMME HIGHLIGHTS
Coverage from strategy creation to
implementation
Deep dive into the minds of the consumers
Conceptual understanding of digital and social
media applications
Exposure to tools
Capstone project real-time campaign project
DIGITAL MARKETING STRATEGY PROGRAMME 07
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PROGRAMME CONTENT
The programme curriculum comprises the following
modules
01

• Induction Module Digital Marketing Strategy
  Orientation and Course Introduction
• Introduction to Marketing Management
• Marketing in the Internet Era
• Understanding the Consumer
• Consumer Journey Mapping
• Digital Marketing Landscape

02

• Basics of Marketing
• Exploring the STP Process
• Understanding Customer Value
• Elements of Product Policy, Pricing, Distribution
  and Promotion
• Selling and Acquiring Customers
• Managing Relationships

03
Brand Management in a Digital World

04

• Search Engines
• Understanding how they work
• Search Engine Marketing
• Search Engine Optimisation
• Google Ads Search Engine Tool
• Keyword Planning and Research

05
Social Media

• Social Media Campaign Introduction (WOM
  Campaigns, Ad Campaigns, Engagement via
  Communities, etc.)
• Facebook, Instagram, Twitter, LinkedIn and YouTube

DIGITAL MARKETING STRATEGY PROGRAMME 08
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06 Display Advertising

• Understanding the Role of Display Ads in the
  Consumer Journey
• Google Ecosystem Webpages, Apps and YouTube
• Native Ads on Social Media Platforms
• Remarketing
• E-commerce Platforms and Review Aggregators

• 07 Other Campaign Areas
• Email Campaigns
• Afkliate Programmes
• Mobile Platforms Geo-location-based Strategies,
  Mobile-enabled Content Strategies, Apps
• Websites, Landing Pages and Microsites

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• Digital and Social Media Strategy
• Understanding IMC
• IMC and Branding
• Planning STP and Formulating Objectives
• Planning Media and Content
• Execution Campaign Testing and Execution
• Execution Spending Decisions
• Evaluation Basics of KPIs (to be continued in
  analytics part)

• 09 Digital and Social Media Analytics
• Understanding Data Types in Digital and Social
  Media
• Frameworks for Evaluation ROI, CLV, CPM, CPC,
  CPA, Community Engagement, etc.
• Social Listening to Understand an Organisations
  Reach and Sentiment
• Attribution Issues
• Using Quantitative Data Methods and Tools such
  as Clustering, Forecasting, etc.
• Using Qualitative Data Methods and Tools for
  Social Listening, Mining, NLP
• Understand the Role of Data Mining in Predicting
  Consumer Behaviour, Product Development and
  Advertising Messaging
• Learning Key Technologies and Techniques used in
  Mining Consumer Data
• Applying Principles of Predictive Modelling to
  Digital Marketing Initiatives
• Big Data in Marketing
• 10 Consumer Centric Content Development and
  Engagement Strategy for Digital Ecosystem
• Creating Content with Customer at Centre
• Mapping Customer Journey and Improving their
  Experience
• Content Management Process

DIGITAL MARKETING STRATEGY PROGRAMME 09
10
11 Digital and Social Media in Marketing
Applications

• Customer Acquisition and Sales
• Customer Retention
• Customer Relationship Management

• Online Reputation Management

• Introduction to Programmatic Way of Digital
  Advertising
• Marketing Automation to Engage Customers
• Road Ahead
• Implementing Digital Marketing Tools and
  Techniques in your Organisation
• Leading and Managing Digital Marketing Teams
• Capstone Project
• Overview of the Project

• AI/ML Applications and Customer Lifecycle

• Project Deliverable Scheduling
• Project Execution Support
• Project Evaluation

• Note
• Each session shall be of 75 minutes duration
• Courses are subject to change

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PEDAGOGY

• A mix of classroom and online sessions will be
  used for delivering the classes
• During the classes, there would be a mix of
  lectures, case studies, simulations and
  demonstration of tools, depending on the topic of
  discussion
• In addition to attending interactive sessions,
  participants have to undertake online quizzes,
  assignments, and examinations
• The knal capstone project will give participants
  an opportunity to work on a real-time campaign
• PROGRAMME DELIVERY
• Courses will be delivered through online mode
  using an appropriate technology-synchronised
  platform
• Lectures will be delivered through
  broadband-based technology involving two-way
  audio and video communication
• Sessions will be held once in a week, generally
  on weekends
• Participants can attend sessions directly from the
  ir desktop/laptop (Direct-2-Device)
• Participants will be provided reading materials,
  reference materials, etc., for each course
• They may also interact with the concerned faculty
  through e-mails/chat mode
• The academic sessions will start from June 2021
• ELIGIBILITY CRITERIA
• Diploma (1023)/Bachelors Degree (1023 or
  1024) or its equivalent or 2 years Masters
  Degree or its equivalent from institutions or
  universities recognised by UGC/AICTE/AIU/DEB
• Minimum 50 aggregate marks of all years in
  either Diploma or Bachelors or Masters or
  equivalent
• Minimum two years of work experience post
  completion of qualifying education

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PROGRAMME DURATION
11 months

• WHO SHOULD ATTEND
• The programme is most suitable for
• Entrepreneurs and self-employed (including
• professionals who aim to enhance their business
  potential/reach using digital and social media
• Senior executives who aim to plan/implement
  digital marketing campaigns in their
  organisations
• Senior executives who are facing challenges in
  the traditional-digital transformation
• Digital marketers who aim to understand the
  concepts of strategy formulation
• Agency executives who aim to refresh their
  understanding of mapping client briefs to
  consumer research, ideation and execution in the
  digital world
• Executives who have exposure to digital
  marketing tools but wish to develop deeper
  understanding of the ideation, strategising and
  execution of a campaign
• Executives who have started their careers and
  wish to create a digital marketing portfolio

CAMPUS IMMERSION
3-day on-campus module at IIM Indore
CLASS SCHEDULE
Saturday, First Session 300 p.m. to 415 p.m.
Saturday, Second Session 430 p.m. to 545 p.m.
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EVALUATION METHODOLOGY
10 On-campus Module Evaluation (Test)
40 Capstone Project (Group)
25 Mid-term Presentation (Group PPT)

• 25
• End-term Assessment (Test)
• Performance of participants will be monitored on
  a continuous evaluation basis through quizzes,
  assignments, tests and examinations
• The participant is required to score minimum
  marks/grades as decided by the institute from
  time-to-time to complete the course

ATTENDANCE CRITERIA
Participants are expected to attend all
sessions of a given course
Participants may take eave on account of
emergencies, participation in management
festivals, co-curricular activities, etc.,
subject to the approval of the Programme
Coordinator
However, 75 minimum attendance requirement
would be considered for the knal grading
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CERTIFICATION
Successful candidates will receive a 'Certikcate
of Completion' from IIM Indore.

• ALUMNI STATUS BENEFITS FROM IIM INDORE
• The participants who complete the programme
  successfully will be eligible for the Executive
  Education Alumni status of IIM Indore
• They will be required to apply separately along
  with the necessary fee to register their name
  for IIM Indore Executive Education Alumn
• Benekts available to Executive Education Alumni
  include
• Communication of brochures and newsletters from
  IIM Indore
• Access to the IIM Indore Campus Library (onsite
  access only)
• Ofkcial email ID of the institute

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PROGRAMME DIRECTORS' PROFILES
Prof. Subin is an Associate Professor in the
Marketing area at IIM Indore. He completed his
Fellow Program in Management (FPM) from the
Indian Institute of Management Kozhikode (IIMK).
His research interests include Consumer
Behavior, Word of Mouth, Rumor Research in
Marketing, Customer Relationship Management, and
Digital Marketing. Prof. Subin earned his MBA
and B.Tech (EEE) degrees from the Kerala
University. He has been associated with various
organizations prior to joining IIM Indore, which
include IIM Trichy, Institute for Financial
Management and Research (IFMR), Institute for
Customer Relationship Management (iCRM), Tata
Elxsi Limited, and Wipro Technologies. Prof.
Subin has participated in various academic
conferences and doctoral consortiums, and also
engages actively with few organizations in social
development projects.
Prof. Subin Sudhir
Prof. Sudipta is a PhD (Marketing) from IIM
Ahmedabad. He is primarily interested in research
concerning consumer behaviour, consumer
psychology, and consumer decision-making. His
research has been published in the ACR North
American Advances and the Journal of
International Business Education. Some of his
other research works have been invited for
revision and resubmission in the Journal of
Consumer Research and the Journal of the Academy
of Marketing Science. He completed his
graduation from Karnataka University with a
Bachelor of Engineering in Electronics and
Communications and earned his MBA from the SAÏD
Business School at the University of Oxford, UK.
Prof. Sudipta served in the corporate sector for
close to 12 years before joining the Fellow
Programme in Management at IIM Ahmedabad.
Prof. Sudipta Mandal
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PROGRAMME FEES
FEE PARTICULARS AMOUNT
?5,500 GST
Programme Fee ?1,60,000 GST
Campus Visit Fee ?12,500 GST
Total Fees 1,72,500 GST

• Note
• Participant, at the time of application, pays
  ?10,000GST which includes ?5,500 towards
  Registration Fee and
• ?4,500 towards Programme Fee. In case a
  participants is rejected by IIM Indore, ?7,500
  is refunded to the participant and ?2,500 of the
  Application Fee is non-refundable
• All Fees are payable directly to BCCL

INSTALMENT SCHEDULE
At the Time of Applica ?4,500
?43,000
10th September, 2021 ?45,000
10th December, 2021 ?40,000
10th February, 2022 ?40,000
Total Fees (Excluding Registration Fees) ?1,72,500 Total Fees (Excluding Registration Fees) ?1,72,500
GST additional as applicable.
IMPORTANT DATES Date of 1st Instalment
Payment Within one week of
Date for 1st Session 26th June, 2021
18th March, 2021 Application Closure Date
19th June, 2021 Date for Academic Orientation
May 2022 Tentative Programme End Date
APPLY NOW
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ABOUT
INDIAN INSTITUTE OF MANAGEMENT INDORE
The Indian Institute of Management Indore (IIM-I)
is an autonomous public business school located
in Indore, Madhya Pradesh, India. Instituted in
1996, IIM Indore is the sixth addition to the
Indian Institute of Management (IIM) family of
management schools. IIM Indore is recognised as
one of the premier management institutions,
comparable to the best in the world for
teaching, research and interaction with
industries. It is an institute of national
importance under the Indian Institutes of
Management Act 2017. Spread over 194 acres, IIM
Indore stands with pride, with the Triple Crown
of triple accreditation, krst from the
Association of MBAs, AMBA in 2016 (a UK-based
accreditation agency) second from the AACSB in
2019, and third and latest from the EFMD Quality
Improvement System (EQUIS) by EFMD, the globally
recognised international organisation for
management development, in December 2019. As of
August 2020, the 'Triple Crown' has been
received by only 102 business schools globally.
IIM Indore is the second IIM in the nation to
receive triple accreditations. With a mission to
be a contextually relevant business school with
world-class academic standards that develops
socially-conscious managers, leaders and
entrepreneurs, IIM Indore is one of the fastest
growing institutions in India today. The
institute has bagged a position in Top 100 in FT
Rankings 2019 and stands at Rank 7 in the NIRF
Rankings 2020.
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IIM INDORE Prabandh Shikhar, Rau - Pithampur Rd,
Indore, Madhya Pradesh - 453556 1800-270-5400