Programme Type



9 Months

Deadline to Apply

29th May, 2022

Programme Fee

₹1,50,000 + GST (Excluding Registration Fee)

Class Timings

Saturday, First Session: 12:00 p.m. to 01:30 p.m. Saturday, Second Session: 01:45 p.m. to 03:15 p.m.

Programme Overview

Programme Content

• Understanding marketing as a value-delivering task
• Studying marketing environment, contemporary Indian marketing environment, analysing industry and competition
• Differentiating and positioning the marketing offering
• Strategic planning at the corporate level and marketing planning at the business level

• Introduction to the realm of consumer behaviour from economic, sociological, and psychological perspectives
• Exposure to the tools and techniques used in understanding consumer buying psychology

• Discussion on the suitability of different communication techniques used in marketing communication
• Details of various promotional activities in creating awareness about a product/service

• Discussion on basic concepts of sales and customer relationship management
• Practical examples of sales force effectiveness, sales process frameworks, customer relationship management techniques, and customer service quality frameworks

• Discussion on the application of key frameworks of marketing strategy
• Understand how to create a marketing plan and associated documentation

• Introduction to digital marketing and its significance in today’s time
• Traditional marketing vs digital marketing
• Digital marketing process
• Project assignment and discussion

• Understanding domain and webhosting
• Content management
• Building website/Blog using CMS WordPress
• Using WordPress plug-ins
• Hands-on session on WordPress

• Introduction to Search Engine Optimisation, keyword research and keyword planner tools
• On-page SEO techniques- Indexing, keyword placement and content optimisation
• Yoast SEO Plug-in: Hands-on session on SEO
• Off-page SEO techniques
• Google Analytics: Introduction and significance
• Google Analytics interface, and set-up
• Monitoring traffic and generating performance reports

• Pay Per Click Advertising: Introduction
• Pay Per Click Advertising: Google AdWords, types of bidding strategies, designing and monitoring search, display and video campaigns
• Email Marketing: Introduction and significance
• Designing E-mail Marketing campaigns using Mail Chimp, building E-mail lists and sign-up forms
• Email Marketing strategy and monitoring

• Importance of Social Media in the current business scenario
• Types of Social Media platforms
• Introduction to Facebook Marketing: Setting up a Facebook advertising account, Understanding Facebook Audience and its types, Designing Facebook advertising campaigns; working with Facebook Pixel
• Introduction to LinkedIn Marketing: Developing digital marketing strategy in Integration Form
• Introduction to YouTube Marketing

• Understanding IMC
• Planning: STP and formulating objectives
• Planning: Media and content
• Execution: Campaign testing and execution
• Spending decisions
• Basics of KPIs
• Online Reputation Management

• Understanding data types in Digital and Social Media
• Social listening to understand an organisation’s reach and sentiment
• Understand the role of Data Mining in predicting consumer behaviour
• Product development and advertising messaging

• Marketing automation to engage customers
• Real-time bidding
• AI/ML applications
• Customer lifecycle

• Implementing Digital Marketing tools and techniques in your organisation
• Leading and managing Digital Marketing teams

Programme Highlights

Programme Details

Learning Outcomes
Programme Delivery
Campus Immersion
Who Should Attend?
Eligibility Criteria
Admission Criteria

Programme Directors

Dr. Amresh Kumar

Dr. Amresh Kumar

Assistant Professor – Marketing Management

Dr. Amresh Kumar is an Assistant Professor in the marketing department at the Indian Institute of Management, Bodh Gaya. Dr. Kumar received his doctorate from Birla Institute of Technology, Mesra, Ranchi. He teaches courses on Digital Marketing, Social Media Marketing, Marketing Research, etc. To his credit, he has research papers published in the journals of national and international repute.

Assessment and Certification

Evaluation Methodology
Attendance Criteria
Certification & Alumni Status

Date & Fees