Executive Certificate Program in

Digital Marketing andSocial Media Strategy

Batch 2 | From IIM Raipur

www.talentedge.com

Program OverviewThis 5 month certificate program in digital marketing and social media strategy is designed to

provide an up-to-date comprehensive understanding of the rapidly evolving world of digital

marketing. The course comprehensively covers the technical and behavioral fundamentals of

digital marketing practices and online consumer behavior. Issues pertaining to and springing from

business practices will be explored which will allow the participants to design dynamic and robust

digital marketing strategies.

Experiential component: Besides developing fundamental understanding of how digital marketing

ecosystem functions, participants will also be exposed to experiential learning modules including

creation of own website, engaging in content writing and search engine optimization, linking of

website with social media accounts, managing Google AdWords accounts, digital advertising

campaigns, marketing automation tools, and analytics. The pedagogy also includes contemporary

case studies to provide comprehensive learning.

The specific objectives of the course include:

To understand the strategic and tactical nature of digital and social marketing

To understand the role of digital marketing in a company’s channel/media portfolio and its

impact on the marketing function

To identify and understand the plethora of options currently available for implementing

and nurturing marketing campaign on the Internet (and appreciate that they are

constantly evolving!)

To understand the balance between technology and consumer behavior for digital and social

media marketing best practices

To understand how firms transition to the digital platforms

Program Bene�tsCertificate of Completion from IIM Raipur

On successful completion, participants will receive certificate of completion from IIM Raipur

Social Media & Digital Marketing Analytics

Learn how to create powerful digital

marketing and social media campaigns and

measure their effectiveness and impact

through analytics

Exposure to latest Digital Marketing

Channels and Social Media Strategies

Learn about the latest innovations in Digital

Marketing and how to leverage social media

for maximum impactDigital Media Planning

Learn how to develop and execute a

successful Digital Media Plan

Experiential Learning

Knowledge imparted through hands-on exercises, discussions and simulations to develop practical skills that can be applied to real life scenarios

Eligibility

Who Should Attend

For Indian Participants - Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a

recognized university (UGC/AICTE/DEC/AIU/State Government) in any discipline

For International Participants - Graduation or equivalent degree from any recognized

University or Institution in their respective country

Proficiency in English, spoken & written, is mandatory

For Indian and International Participants – Working Professionals

Marketing & Sales Professionals – Professionals with roles in Sales, Marketing, Business

Development, Branding, Advertising, Communications and Digital Marketing

Frontline Professionals – Executives in fields like Customer Relations, Product Development,

HR, Consultation, PR etc. who employ social media marketing

Business Heads – Business or Department Heads with responsibility to identify innovative

marketing channels and leverage social media for growth and outreach

Entrepreneurs – Business Owners who have an ambition to create and establish their

business presence globally through online marketing

Early professionals – Freshers or Interns who want to enhance their knowledge in online

marketing and social media

Pedagogy

The primary method of instruction will be through LIVE lectures that will be beamed online via

Internet to student desktops/laptops or classrooms. The programme will be delivered through a

combination of methods selected from among LIVE lectures, discussions, hands-on exercises,

assignments, group/individual presentations, quizzes and tests. All enrolled students will also be

provided access to our SLIQ Cloud Campus through which students may access other learning

aids, reference materials, assessments, case studies, projects and assignments as appropriate.

Throughout the duration of the course, students will have the flexibility to reach out to the

professors, real time during the class or offline via our SLIQ Cloud Campus to raise questions and

clear doubts.

SyllabusProgram Introduction - Introduction to Digital Business and Marketing Strategy

1.1 Designing a Digital Marketing Strategy

Course introduction

Marketing in the digital world

Impact of digital marketing on traditional marketing

Technologies used in digital marketing

Challenges of digital marketing

Need for integrated digital marketing strategy

Setting goals and objectives; Situation Analysis

Strategy formulation for digital marketing

1.2 Digital Consumer Behavior I

Understanding the consumer decision making process on the Internet

Online information search and purchase behavior

Factors influencing online choice

1.3 Digital Consumer Behavior II

Segmenting, Targeting, Positioning online

Creating online user experiences

Personalization and recommender systems

Module 1 - Introduction to the Digital Landscape

2.1 Fundamentals of Website Design and Development

Understanding essentials of website

Building effective website

Writing effective content

2.2 Understanding Google Analytics

Web Analytics

E-commerce / Business website best practices

Module 2 - Understanding Websites

Syllabus

3.1 In-bound Marketing Using SEO

What is SEO

Concept of Search Engine Results Page (SERP)

On-page SEO

Off-page SEO

Link-backs

PageRank, Domain Authority, Page Authority

Local SEO

Concept of Black Hat SEO

3.2 Search and Display Advertising

Keyword research, AdRank, Quality score of search ads

Payment models and bidding strategies for online advertising

Google display network and display ads

Planning and budgeting for ad campaigns

Forms of display ads

3.3 Measuring ROI of digital spending

Managing digital sales

Cost of customer acquisition, cost of customer retention

Calculating ROA on digital advertising

Online CRM

4.1 Competition in Digital Businesses

Understanding competition in Digital Businesses

Role of technology in the competition

MedNets.com

Module 3 - Fundamentals of SEO and SEM

Module 4 - Competition in The Digital World

2.3 Improving website performance

Understanding consumer behavior through website performance

Consumer Behavior Model Graph (CBMG)

Syllabus

5.1 Leveraging Social Media

Concept of Account, Page, Post, Group, Event in Facebook

Facebook post reach

Targeting and bidding in Facebook

Promoting page

Leveraging Contests and Polls

Twitter, LinkedIn for B2B marketing

5.2 Social Network Analysis

Understanding social networks and its uses

SNA for marketers

SNA metrics

5.4 Content Marketing

Creating content that generates leads

Planning Content Marketing Campaigns

5.3 Social Media Analytics and Social Listening

Defining Campaign Metrics

Defining Conversions and Conversion Tracking

Social Media Campaign Analytics

Active vs. passive listening

Impact of social listening on businesses

6.1 Remarketing: Targeting “Intent to Purchase” Audience

Targeting: Audience with "intent to purchase"

Remarketing using Google Adwords

Google shopping ad

Dynamic remarketing

Defining goals and conversions

Retargeting using Facebook

Module 5 - Fundamentals of Social Media Marketing

Module 6 - Remarketing & Marketing

Syllabus6.2 Email Marketing

Types/uses of email marketing

Disadvantages

SPAM, CASL

How ethical marketers manage email, Permission Marketing

6.3 Mobile Marketing

Difference between website, responsive website, mobile website, mobile app

Crafting mobile strategy

SMS marketing, Use of QR and Proximity marketing

Delivering digital ads on mobile devices

6.4 Marketing Automation & Omni Channel Marketing

Rise of omni channel marketing

Omni channel vs multi-channel marketing

Omni channel best practices

Marketing automation and tools

7.1 Transitioning to Digital

How organizations transition to the Digital

Challenges in the transition

Changes in traditional 4 Ps

New York Times Paywall

7.2 Wrap-Up

Subscribed’ by Tien Tzuo (a summary)

Concept summaries of the course

Module 7 - Transitioning To Digital

Faculty

Assessment

Certi�cation

Dr. Arunima ShahAsst. Professor

Ph.D (IIM Lucknow), MBA (University of Calcutta)

Dr. Arunima Shah is an Assistant Professor in the Department of Marketing Management at

Indian Institute of Management, Raipur. She has done her PhD in Marketing from Indian Institute

of Management, Lucknow. Her research and teaching interests revolve around consumer

behaviour on the Internet, Digital Marketing, multi-channel retail, and technology adoption. She

has done her Masters in Business Management from Calcutta University and Bachelors in

Business Administration from Jadavpur University, Kolkata.

Evaluation methodology is the discretion of the faculty. A minimum of 70% attendance in live

lectures is a prerequisite for the successful completion of this program. The programme may

require participants to work on individual/group assignments and/or projects. The main objective

of such assignments/projects will be to help the participants apply their conceptual learning in the

programme to actual real time scenarios. Assessment and evaluation will be done based on

mid-term and end-term examination for this program, the pattern of which will be indicated to the

participants at the beginning of the course. Participants will have to secure the minimum pass

marks in the respective evaluation components.

Participants who successfully complete the same and satisfy the requisite attendance criteria, will

be awarded a certificate of completion. Participants who are unable to clear the evaluation criteria

but have the requisite attendance will be awarded a Participation certificate.

On the payment of all due fees and the successful

completion of the course, participants will be

awarded a Certificate in Digital Marketing & Social

Media Strategy by IIM Raipur. Certificate of

participation for the rest.

About IIM RaipurIndian Institute of Management (IIM) Raipur was set up by the Government of India,

Ministry of Human Resource Development in 2010 at Raipur, the capital of Chhattisgarh. Ranked

19th amongst B-Schools in India by Govt of India MHRD-NIRF Rankings 2019, IIM Raipur offers

flagship 2 years full-time Post-Graduate Program in Management (MBA) as well as the Post

Graduate Program in Management for Working Executives (PGPMWE). IIM Raipur believes in

preparing ethical leaders who are not only committed to business, commerce and industry but are

also socially conscious towards their contribution in nation-building and bring in name for the

country globally. IIM Raipur is also committed to excellence in research and has a strong doctoral

(Ph.D.) program along with a supportive ecosystem promoting research within the faculty

fraternity. IIM Raipur has strong international collaborations for student exchange programs with

prominent universities and institutes in 13 countries across the globe including Australia, Chile,

Germany, France, Greece, South Korea, Mexico, New Zealand, Austria, Peru, Russia, Slovakia and

Thailand.

IIM Raipur Online also offers consulting services to design and implement policies, systems and

processes in functional and cross-functional areas of business. Besides, regular in-campus and

in-company training programs are conducted by IIM Raipur faculty members for supporting

industry requirements. IIM Raipur started functioning out of its sprawling new campus in Atal

Nagar, Raipur from 2018. The new campus spread over 200 acres is a state-of-the-art campus

offering a blend of modern architecture, culture and heritage of Chhattisgarh.

Program DetailsProgram Commencement: 03/01/2021

Schedule of classes: Every Sunday from 10.00 a.m. to 01.15 p.m. (3 hours)

Duration: 5 months

For Indian Residents: INR 75,000 + GST

For International Residents: USD 1700

Program Fee

Instalment Options Available

Visit: www.talentedge.com

For More Details

Write in to - enquiry.dtd@talentedge.in or call at +91 9873022020

www.talentedge.com