Programme Type



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

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


hiring partner
hiring partner
hiring partner
hiring partner
hiring partner

Programme Highlights

Programme Details

Key Learning Outcomes
Programme Delivery
Who Should Attend?
Eligibility Criteria
Admission Criteria

Programme Director’s Profiles

Dr. Prem Prakash Dewani

Dr. Prem Prakash Dewani

Associate Professor - Marketing

Dr. 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.

Assessment and Evaluation

Attendance Criteria
Certification & Alumni Status
Sample Certificate/s

Date & Fees