Programme Type
D2D
Duration
9 Months
Deadline to Apply
15th May, 2022
Programme Fee
₹2,09,000 + GST (Including Application & Executive Alumni Fee)
Class Timings
Sunday: 9:30 a.m. – 12.30 p.m. IST
Course Overview
Programme Overview
Programme Content
1. Marketing overview and understanding of digital marketing
2. Traditional vs Digital Marketing
3. Analysing Competition: Differentiation and positioning
4. Focus on Consumers: Segmentation and targeting
5. Analysis of Customer behaviour and social networks behaviour
6. Targeting customers in digital marketing
7. Marketing communication and advertising
1. Strategic decision-making in digital marketing
2. Market identification and planning
3. Using various digital marketing tools and techniques
4. Overview of Search marketing (SEM, SEO, paid search marketing, etc.)
5. Digital marketing analytics tools (Google Ad words, Facebook Ads)
6. Web analytics tools (Google Analytics)
1. Overview of Social Media platforms and how to use them effectively for marketing
2. User-generated content and influencer marketing
3. Understanding viral marketing and brand engagement
4. Social platform trending – how to conduct, benefit and utilization for marketing
5. ORM (Online Reputation Management) practices and tools
6. Using social media for Public Relations purposes
7. Content marketing such as YouTube, Facebook, Twitter etc.
8. Different ways of mobile marketing
9. The use of Mobile Retailing Mobile targeting, security, and privacy
10. Engaging market consumers through mobile apps
11. Crafting mobile strategy
12. SMS marketing, Use of QR and Proximity marketing
13. Delivering digital ads on mobile devices
1. Targeting the “intent to purchase” Audience
2. Remarketing using Google Adwords
3. What is Dynamic remarketing?
4. Understanding goals and conversions for remarketing
5. Retargeting using Facebook/ Instagram/LinkedIn
6. Rise of omni channel marketing
7. Omni channel vs multi-channel marketing
8. Understanding the role of CRM and Marketing automation tools and their tools in Omni Channel Marketing
9. Capstone project presentation and overview of programme
Tools
Programme Highlights
Programme Details
Pedagogy
Key Learning Outcomes
Programme Delivery
Who Should Attend?
Eligibility Criteria
Admission Criteria
Programme Director’s Profiles
Dr. Prem Prakash Dewani
Associate Professor - MarketingDr. Prem Prakash Dewani is an Associate Professor of Marketing Area at the Indian Institute of Management, Lucknow. He has taught Pricing Strategy, Promotions Strategy, Consumer Behaviour and Marketing Management II to Post Graduate Management students and Consumer Behaviour and Marketing Theory to Doctoral Students over the last 9 years. He has also been actively involved in training working executives in these areas. Prof. Prem has published research papers in international refereed journals including Journal of Retailing and Consumer Services, Tourism Economics, International Journal of Indian Culture and Business Management, Journal of International Business Education, IVEY Case Publication.