Post Graduate Program in

Post Graduate Program in

Digital Marketing
Digital Marketing
& Analytics
& Analytics

Indian Institute of Information Technology

Indian Institute of Information Technology
Tiruchirappalli
Tiruchirappalli
Table of Contents
About the Program 03

Key Features 04

Program Outcomes 04

About IIIT Tiruchirappalli 05

About Simplilearn 05

Program Eligibility Criteria and Application Process 06

Who Should Enroll in This Program 07

Learning Path 08

Courses 09

Step 1 - Fundamentals of Digital Marketing 09

Step 2 - Search Engine Optimization: Creating Winning

Digital Ecosystems 10

Step 3 - Pay Per Click: Reaching Your Customers Effectively 11

Step 4 - Web Analytics: Deciphering the Nuances of

Digital Marketing 13

Step 5 - Social Media Marketing: Engaging the Customer

and Building Advocacy 15

Step 6 - The Fundamentals of Artificial Intelligence 17

Step 7 - Application of Data Analytics 18

Step 8 - Digital Marketing Capstone 20

Electives 21

Certificate 22

Advisory Board 23
About the Program
Fast track your career in Digital Marketing and This program is designed for graduates and
Analytics with the help of the Post Graduate experienced professionals looking to explore
Program in Digital Marketing and Analytics, their careers as Digital Marketing and Analytics
in partnership with IIIT Tiruchirappalli. This Program.
program features the perfect mix of theory, case
studies, and extensive hands-on practicum. The
This program blends online self-paced videos
program deep dives into various facets of digital
that teach you the relevant concepts, live virtual
marketing and focuses on gaining customer
classes that provide context and industry
insights with help of analytics. The program will
examples, and hands-on projects that help you
cover topics like Search Engine Optimization
apply your skills in context and crystallize your
(SEO), Social Media, Pay-Per-Click (PPC), Web
learnings. Moreover, you also gain a whole new
Analytics, Social Media Marketing, Content
perspective on Digital Marketing and Analytics
Marketing, Email, Mobile Marketing, Artificial
via the live online masterclasses conducted by
Intelligence, and Big Data.
top faculty members of IIIT Tiruchirappalli.

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Key Features

Post Graduate Program Harvard Business Case 8X higher live interaction

Certificate and Alumni studies, Capstone from 5 with live online classes by
Association membership by domains and 25+ hands-on industry experts
IIIT Tiruchirappalli course end projects

Masterclasses delivered by Get noticed by the top Enrollment in Simplilearn’s

IIIT Tiruchirappalli faculty hiring companies JobAssist <<only for India>>

Program Outcomes
At the end of this Post Graduate Program, you will:

Understand the strategy behind digital Acquire skill in Business analysis for better
marketing along with its advantage and planning, optimization and forecast of your
limitation campaigns

Gain an understanding of data collection and Understand how AI is transforming the

analysis used by marketing professionals future of digital marketing

Become proficient in digital marketing Derive insights through Data Analytics to

channels
Learn to improve visibility of your website on
search engines and increase traffic with help
of SEO
Gain an understanding of customer-centric
approach to boost conversion
predict sales and consumer behavior to
enhance customer experience.
Learn to identify trends and patterns easily
by analyzing structured data on Excel to
improve visibility of metrics.

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About IIIT Tiruchirappalli
Indian Institute of Information Technology Upon completion of this
Tiruchirappalli (IIITT), also known as IIIT program, you will:
Tiruchirappalli, is an Institute of National Importance
among the 21 IIITs proposed under the non-profit Receive Digital
Public-Private Partnership (PPP) Model by MoE. It is Marketing and Analytics
an academic and research institute fully funded by certificate from IIIT
the Government of India, Government of Tamil Nadu Tiruchirappalli
and Industry Partners like Tata Consultancy Services
(TCS), Cognizant Technology Solutions (CTS), Membership to the IIIT
Infosys, Ramco Systems, ELCOT, and Navitas (TAKE Tiruchirappalli Alumni
Solutions). IIITT evolves into a milieu that dedicates Association
itself in shaping the students into better human
beings and employable professionals with local skills Masterclasses from
for global needs. top IIIT Tiruchirappalli
instructors

About Simplilearn

Simplilearn is the world’s #1 online bootcamp provider that enables learners

through rigorous and highly specialized professional training programs. We
focus on emerging technologies and processes that transform the digital world
at a fraction of the cost and time as traditional approaches. We have helped
over a million professionals and 2,000 corporate training organizations with our
award-winning programs to achieve their career and business goals.

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Program Eligibility Criteria and
Application Process
If you wish to enroll in the Post Graduate Program in Digital Marketing and Analytics, we request you
to apply for admission.

Eligibility Criteria
For admission to this post graduate program, you must possess at least one of the first two criteria
below:

At least one year of A Bachelor’s degree in any Digital Marketing background

experience discipline is desirable but not required

Application Process
The application process consists of three simple steps.

1
Submit an
Application
Complete the application and
include a brief statement of
purpose. The latter informs our
admissions counselors why
you’re interested and qualified
for the program.
2
Application
Review
A panel of admissions
counselors will review your
application and statement of
purpose to determine whether
you qualify for acceptance.
3
Admission
You will receive an offer of
admission after your application
is reviewed and accepted. You
can accept this offer by paying
the program fee.

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Talk to an Admissions Counselor
We have a team of dedicated admissions counselors to help guide you through the application
process and related matters. They are available to:

Address questions related to the application

Provide information on financial aid (if required)

Give you a better understanding of the program and answer your queries (if any)

Who Should Enroll in this

Program?
The program is best suited for individuals:

Professionals who would like to pursue a career as Digital Marketing Expert

Business Professionals

Sales and marketing professionals

Content writers

Business/communication graduates interested in jump-starting a career in Digital Marketing

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Learning Path

1 Fundamentals of Digital Marketing

2 Search Engine Optimization:

Creating Winning Digital Ecosystems

3 Pay Per Click: Reaching Your

Customers Effectively

4 Web Analytics: Deciphering the

Nuances of Digital Marketing

5 Social Media Marketing: Engaging

the Customer and Building Advocacy

6 The Fundamentals of Artificial Intelligence

7 Application of Data Analytics

8 Digital Marketing Capstone

9 Master's Certificate

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STEP 1 2 3 4 5 6 7 8

Fundamentals of Digital Marketing

Start your journey on becoming a Digital Marketing expert by gaining knowledge of the foundational
concepts of digital marketing, including the strategies to achieve better engagement, and attract
and retain customers. This course will equip you with the skills, insights, and digital know-how to be a
highly effective digital marketer.

Key Learning Objectives

Learn about the fundamentals of digital marketing

Explore the latest digital trends of digital marketing

Learn how to succeed in outreach through the entire customer lifecycle

Learn how technology assists in marketing and how to optimize offline marketing channels

Course Curriculum
Lesson 01 - Introduction Lesson 03 - Customer Lifecycle

Lesson 02 - Fundamental Concepts of Digital Lesson 04 - Marketing Technology

Marketing
Lesson 05 - The Future of Digital Marketing

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STEP 1 2 3 4 5 6 7 8

Search Engine Optimization:

Creating Winning Digital
Ecosystems
Learn how you can optimize your digital marketing landscape for prospective customers by
understanding SEO optimization, keyword management & research, on-page & off-page optimization,
link building, URL building, and SEO analytics.

Key Learning Objectives

Learn different facets of SEO

Learn optimization strategies to increase website search engine results rankings to increase traffic
and sales

Learn to execute tests, collect and analyze data and identify trends and gain insights in order to
attract the target audience

Perform keyword research and optimize for new SEO keywords

Learn to create a strong relationship between your website and other websites through a variety
of link building tactics

Learn website management and optimization

Monitor performance metrics with SEO tools to execute the SEO strategy successfully

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Course Curriculum
Lesson 01 - Introduction to SEO

Lesson 02 - How Search Engines Work

Lesson 03 - Keyword Research

Lesson 04 - On-Page Optimization

Lesson 05 - Website Management and Optimization

Lesson 06 - Off-Page SEO

Lesson 07 - Planning a New Website

Lesson 08 - Market Your Optimized Website

Lesson 09 - Analytics and Measurement

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STEP 1 2 3 4 5 6 7 8

Pay Per Click: Reaching Your

Customers Effectively
Build the perfect paid marketing campaign that will drive results for your business. Get hands-on
experience on how to strategize, design, implement, and analyze ad performance for your target
audience.

Key Learning Objectives

Understand various aspects of pay-per-click advertising

Learn about multiple search engines and identify the impact of each search engine on a paid
campaign

Choose the appropriate keywords best-suited to fit the advertising model

Identify various campaign settings and the pricing models involved in PPC

Course Curriculum
Foundation PPC

Lesson 01 - Introduction Lesson 06 - Reaching Target Audiences

Lesson 02 - Introduction to Pay-Per-Click Lesson 07 - The Buying Funnel

Lesson 03 - Psychology of Search Lesson 08 - Setting and Measuring

Marketing Goals
Lesson 04 - Search Ads and Keyword
Targeting Lesson 09 - How PPC Fits into the Digital
Strategy
Lesson 05 - Increasing Reach with Display
Networks Lesson 10 - Reporting and Tracking

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Advanced PPC

Lesson 01 - Psychology of Search Lesson 16 - Introduction to the Display

Network
Lesson 02 - Buying Funnel
Lesson 17 - Display Targeting Options
Lesson 03 - Understanding Keyword
Organization Lesson 18 - Display Ad Formats

Lesson 04 - Keyword Match Types Lesson 19 - Setting And Measuring Goals

Lesson 05 - Negative Keywords and Lesson 20 - Bidding and Attribution

Managing Search Terms
Lesson 21 - Reporting and Testing
Lesson 06 - Keyword Research
Lesson 22 - Ad Group Organization
Lesson 07 - Creating Compelling Ads
Lesson 23 - Campaign Organization
Lesson 08 - Advanced Ad Features
Lesson 24 - Working with Multiple Accounts
Lesson 09 - Ad Testing
Lesson 25 - Introduction to Quality Score
Lesson 10 - Ad Extensions
Lesson 26 - Working with Quality Score
Lesson 11 - Campaign Types, Budget, and
Reach Lesson 27 - Quality Score Diagnosis and
Pivot Tables
Lesson 12 - Location and Language Targeting
Lesson 28 - Setting Up Your PPC Strategy
Lesson 13 - Introduction to Audience Types
Lesson 29 - Creating Your Account
Lesson 14 - How to Segment Data and Create
Lists Lesson 30 - Managing Your Account

Lesson 15 - Using Audience Lists to Reach Lesson 31 - Shopping and Video Campaigns

Customers
Lesson 32 - Automation and Other Tools

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STEP 1 2 3 4 5 6 7 8

Web Analytics: Deciphering the

Nuances of Digital Marketing
Bridge the gap between marketing and analytics through this expert course. Utilize valuable
market intelligence generated by the study of online user behavior and activity and improve your
organization’s ability to make highly-informed business decisions based on data analytics.

Key Learning Objectives

Get in-depth knowledge of digital analytics along with business impact Become an expert at
collecting and working with multi-channel data sources, performing quantitative and qualitative
analysis, and more

Course Curriculum
Foundation Web Analytics

Lesson 1 - Introduction to Digital Analytics Lesson 7 - The Analysis Process

Lesson 2 - Organizational Maturity Lesson 8 - Marketing Management

Lesson 3 - Building Blocks Lesson 9 - Experimentation and Testing

Lesson 4 - Managerial Perspectives of Digital Lesson 10 - Reports and Dashboards

Analytics
Lesson 11 - The Digital Analytics Stack
Lesson 5 - Key Performance Indicators
Digital Analytics Foundations Quiz
Lesson 6 - Segmentation

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Advanced Web Analytics

Lesson 1 - Introduction to Digital Analytics Lesson 9 - Managing Analytics

Lesson 2 - Building Blocks Lesson 10 - Audience

Lesson 3 - Fundamentals of Digital Analytics Lesson 11 - Acquisition

Lesson 4 - Business Perspective Lesson 12 - Behavior

Lesson 5 - Methodology - Lean Six Sigma Lesson 13 - Conversions Onboarding

Lesson 6 - Data Analysis Fundamentals Lesson 14 - Retention and Expansion

Lesson 7 - Analysis Perspective: Providing Lesson 15 - Advocacy

Insights
Lesson 16 - Privacy and Ethics
Lesson 8 - Enabling Capabilities
Lesson 17 - Wrapping Up

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STEP 1 2 3 4 5 6 7 8

Social Media Marketing:

Engaging the Customer and
Building Advocacy
Master the various facets of social media marketing such as reputation management, influencer
marketing, content marketing, and web analytics. Identify the areas in which you can build a bond
with your audience.

Key Learning Objectives

Learn foundational and advanced social media marketing strategies

Understand multiple ways to promote your business using social media marketing

Build your own social media marketing channels and campaign

Create and implement an effective social media marketing strategy for your business

Course Curriculum
Social Media Foundations

Lesson 0 - Faculty Introduction Lesson 4 - Social Media Management Tools

Lesson 1 - Introduction to Social Media Lesson 5 - Social Media Measurement and

Reporting
Lesson 2 - Social Media Strategy and
Planning Lesson 6 - Social Advertising

Lesson 3 - Social Media Channel

Management

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Advanced Social Media Marketing
Lesson 1 - Introduction to Social Media
Lesson 2 - Building a Sustainable Social
Media Strategy
Lesson 3 - Converged Social Media
Lesson 4 - Content Marketing in a Social
Media World
Lesson 5 - Visual Social Media
Lesson 6 - Understanding and Sparking
Social Sharing
Lesson 7 - Storytelling as an Essential Part of
Your Social Narrative
Lesson 8 - Influencer Marketing and Online
Reputation Management
Lesson 9 - Social Media Selling
Lesson 10 - Social Media Measurement
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STEP 1 2 3 4 5 6 7 8

The Fundamentals of Artificial

Intelligence
Build a solid foundation in Artificial Intelligence to apply to digital marketing. Get an overview of AI
concepts and workflows, Machine Learning, Deep Learning, and performance metrics. Also, learn the
difference between supervised and unsupervised learning.

Key Learning Objectives

Meaning, purpose, scope, stages, applications, and effects of Artificial Intelligence

Fundamental concepts of Machine Learning and Deep Learning

Difference between supervised, semi-supervised and unsupervised learning

Machine Learning workflow and how to implement the steps effectively

The role of performance metrics and how to identify their essential methods

Course Curriculum
Lesson 1 - Decoding Artificial Intelligence Lesson 3 - Machine Learning Workflow

Lesson 2 - Fundamentals of Machine Lesson 4 - Performance Metrics

Learning and Deep Learning

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STEP 1 2 3 4 5 6 7 8

Application of Data Analytics

In this course, you will gain an understanding of the entire data analytics lifecycle — from problem
definition to solution deployment. You will be able to apply data analytics principles in your business
by utilizing data as both an oar and a compass on your journey.

Key Learning Objectives

Understand how to solve analytical problems in real-world scenarios

Define effective objectives for analytics projects

Work with different types of data

Understand the importance of data visualization to help make more effective business decisions

Understand charts, graphs, and tools used for analytics and visualization and use them to

Grasp the fundamentals of Excel analytics functions and conditional formatting

Learn how to analyze with complex data sets using pivot tables and slicers

Solve stochastic and deterministic analytical problems using tools like scenario manager, solver,
and goal seek derive meaningful insights

Create an analytics adoption framework

Identify upcoming trends in the data analytics field

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Course Curriculum
Lesson 1 - Course Introduction Lesson 8 - Analytics Framework and Latest
Trends
Lesson 2 - Data Analytics Overview
Lesson 9- Introduction to Business Analytics
Lesson 3 - Dealing with Different Types of
Data Lesson 10- Formatting Conditional
Formatting and Important Functions
Lesson 4 - Data Visualization for Decision
making Lesson 11 - Analyzing Data with Pivot Tables

Lesson 5 - Data Science, Data Analytics, and Lesson 12 - Dashboarding

Machine Learning
Lesson 13 - Business Analytics with Excel
Lesson 6 - Data Science Methodology
Lesson 14 - Data Analysis Using Statistics
Lesson 7 - Data Analytics in Different Sectors
Lesson 15 - Power BI

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STEP 1 2 3 4 5 6 7 8

Digital Marketing Capstone

Culminate your learning with an all-encompassing capstone project. Implement the digital marketing
and analytics skills you learned through this Post Graduate Program in Digital Marketing & Analytics
program. With dedicated mentoring sessions, you will learn how to solve real-world, industry-aligned
case studies.

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Electives
Advanced Email Marketing
This course covers advanced marketing strategies and guides in creating
effective advertising campaigns to promote a product or service, request
business, solicit sales/donations, and build loyalty, trust, and brand
awareness.

Advanced Content Marketing

Become an expert in content marketing. Master various aspects of planning
and executing content marketing strategies to create impressive content
with greater efficiency. Make an impact with this Advanced Content
Marketing Certification course.

Introduction to Big Data and Hadoop

Step into the world of Big Data with an introduction to Hadoop and its
ecosystem components.

Advanced Mobile Marketing

Become an expert in using mobile as a means of marketing communication.
Master the art of mobile advertising, responsive designs, integrated social
media marketing, and more.

Academic Masterclasses in Digital Marketing and

Analytics - IIIT Tiruchirappalli
Attend online interactive masterclasses conducted by renowned faculty
members from IIIT Tiruchirappalli and insights on the latest Digital
Marketing and analytic trends in this digital era.

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Certificates

Certificates
Upon completion of the Post Graduate Program in Digital Marketing & Analytics, you will receive a
certificate from IIIT Tiruchirappalli. You will also receive certificates from Simplilearn for all courses in
the learning path.

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Advisory Board Member

Dr. G. Devasena
Assistant Professor

Dr. G. Devasena is an Assistant Professor, Department of

Computer Science and Engineering. She is a Ph.D from Anna
University, Chennai in the domain of Digital Image Processing.
Her area of research interests are Image Processing, Video
Processing, Machine Learning, and Deep Learning.

Dr. Rinshu Dwivedi

Assistant Professor

Dr. Rinshu Dwivedi is an Assistant Professor (Economics)

Department of Sciences and Humanities. She has a PhD from
National Institute of Technology, Rourkela (NITR) in Health
Economics. She has research interest in Healthcare financing,
equity, Health Technology Assessment (HTA), Intellectual
Property Rights (IPR), Economics of IT and Development
Economics. She has more than 6 years teaching experience
and has also worked as a Scientist C in ICMR-HTA India-
MoHFW team.

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