Programme Overview

The course is designed to give participants a managerial perspective of digital marketing. Participants will be exposed to the underlying principles of digital marketing and social media strategy. The course will provide participants with a deeper understanding of various components and channels of digital marketing. Participants will gain an in-depth understanding of digital marketing fundamentals, which will allow them to design digital marketing strategies for firms and be able to manage teams of digital marketing professionals – both within the firm and with external agencies.

Who Should Attend?

This programme is suited for professionals who are currently working or intending to make a career in the marketing/strategy domain and for professionals involved in making a digital marketing strategy for their firm, executing digital marketing strategies themselves, or working closely with external digital marketing vendors.

Representative roles and industries that can benefit include:

Digital Transformation Officer, Marketing Communication Manager, Chief Marketing Officer, Digital Marketing Manager, Social Media Marketer, Digital Marketing Analyst, Digital Experience Manager, Content Writer, SEO Specialist, Email Marketing Specialist, Sales Manager, and Lead Generation Manager. Graduates looking at making a career in digital marketing

Programme Content / Programme Modules

Session 1: Introduction to digital marketing & introduction to course

  • Evolution of digital marketing
  • Impact of digital marketing on traditional marketing mix
  • Technologies used in digital marketing
  • Overview of digital marketing tools: Paid, earned, shared
  • Inbound and outbound digital marketing

Session 2: Fundamentals of marketing management

  • Understanding the marketing schema
  • Concept of value
  • 5C framework
  • Growth strategies

Session 3 & 4: Segmentation, targeting, positioning

  • Need for segmentation, Different segmentation variables – B2B and B2C
  • Who to target and how to target
  • Understanding positioning and its role in integrated marketing communication

Session 5-6: 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

Session 7-8: Content marketing

  • Designing a content strategy
  • Understanding and drafting engaging content
  • Driving marketer-generated content; user-generated content
  • Creating viral campaigns

Session 9: Paid in- bound marketing: Search Engine Marketing (SEM)

  • Targeting, Real-time bidding, Outcome-based pricing, Real-time measurement of outcome
  • Strategies for search campaign (viz. PPC)
  • Concept of Ad quality, Ad rank

Session 10-11: Paid outbound marketing: Online display & video campaign

  • Evolution of Online Display
  • Demand Side Platform, Supply Side Platform, Data Management Platform
  • Concept of Google Display Network (GDN)
  • Keywords, Topics, Interests, and Demographics for Display Campaign Targeting
  • Planning and Budgeting for Adwords Display Campaign
  • Bidding Strategies for Display Campaigns (PPM/CPM/ vCPM)
  • Video Campaign using YouTube Channel

Session 12: Leveraging Social Media

  • Concept of account, page, post on Facebook
  • Facebook post reach algorithm
  • Targeting and bidding on Facebook
  • Different audience types on Facebook

Session 13-14: Influencer Marketing

  • Introduction, benefits of influencer marketing
  • Types of influencers; identifying right influencers
  • Content creation and amplification
  • Measurement and analysis of effectiveness

Session 15: Social listening and Online reputation management

  • Passive versus active listening
  • How social listening impacts business
  • Three levels of listening
  • Software tools for listening

Session 16: Remarketing / Retargeting + Email Marketing

  • Targeting: Audience with “intent to purchase”
  • Remarketing using Google Adwords; Dynamic remarketing
  • How ethical marketers manage email
  • Permission marketing

Session 17: 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

Session 18: Digital and Social Media Analytics

  • Defining campaign metrics
  • Analysing Adwords campaigns
  • Defining conversions and conversion Tracking
  • Social Media campaign analytics

Session 19 & 20: Industry Speaker: Digital Marketing in Action

  • Use cases from industry on effective planning and utilisation of digital marketing strategies


Prof. ShabbirHusain R.V.

Assistant Professor, Marketing, SPJIMR

Prof. Vineeta Dwivedi

Assistant Professor, Organisation & Leadership Studies, SPJIMR

Programme Schedule

Day Time
Saturday 4:00 PM – 6:15 PM
Sunday 10:00 AM – 12:15 PM

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