BATCH 7

EXECUTIVE PROGRAMME IN
DIGITAL MARKETING
STARTS AUGUST 17 , 2023 | 18 WEEKS | ONLINE
DARE TO DISRUPT WITH DIGITAL MARKETING
OVERVIEW
The marketing world has undergone a huge transformation. The
prevalence of new technologies and the increasingly digital savvy
consumer have altered how marketers acquire, engage, and keep STARTS ON
customers. How do modern customers get information, make
decisions, and want to be engaged? How can modern marketers
AUGUST 17, 2023
continue to win consumers and grow in a digital world?
IIM Indore’s Executive Programme in Digital Marketing will enable DURATION
participants to:
18 WEEKS
Reimagine marketing in the digital age to create change and
sustain growth.
Understand the impact of the Internet on consumer expectation
PROGRAMME FEE
and behavior. INR 95,000 + GST
Develop a digital marketing strategy using models and processes.
Leverage new technologies to target customers, personalise
content, measure performance, and constantly improve
performance.

$4.9 trillion $38

The expected reach of The Average ROI for every $1 spent
global digital marketing industry on Email Marketing.
by 2025. (Hubspot, 2023)

(eMarketer, 2023)

WHO IS THIS PROGRAMME FOR?

The Digital Marketing programme is relevant for any professional seeking to become more relevant, agile,
and competitive in the modern marketing scenario.

Graduates who want to increase their industry-readiness

Early professionals aspiring to shift to digital marketing roles

Managers in marketing, sales, brand or communication interested in using digital marketing skills to
increase impact

Senior managers and leaders keen on reimagining growth by learning about the modern digital customer

Consultants and entrepreneurs who want to reach new customers

PROGRAMME DIRECTORS

Prof Subin Sudhir

Associate Professor, Marketing

Prof. Subin has completed his Fellow Program in Management from IIM Kozhikode. His
doctoral dissertation explored rumor sharing behavior among consumers in the
marketplace. Subin has earned his MBA and BTech degrees from Kerala University. His
research interests include Consumer Behavior, Word of Mouth, Rumor Research in
Marketing, Customer Relationship Management, and Digital Marketing. He has been
associated with various organisations prior to joining IIM Indore, which include IIM
Trichy, Institute for Financial Management and Research, Institute for Customer
Relationship Management, Tata Elxsi, and Wipro. Subin has worked on multiple
projects in domains such as consumer research and insights, digital marketing,
marketing automation, and marketing of high-technology services.
Note: Programme Director might change due to unavoidable circumstances, and revised details will be provided closer to programme start date.

PROGRAMME HIGHLIGHTS

Build expertise Competitive advantage

20 hours of pre-recorded Video Lectures Get a certificate from IIM Indore.
from renowned IIM Indore faculty. (Ranked 7th in NIRF, 2022)

Balanced learning Get the latest thinking

A combination of strategy and operations, Live webinar by IIM Indore faculty
left and right brain

Highly interactive pedagogy

Combination of recorded lectures,
assignments and quizzes

*This is a self-paced online programme. Thus, faculty will not be a part of weekly live sessions or any other live interaction in this programme. We have a
curated panel of eminent industry practitioners who will be conducting the weekly live doubt-clearing sessions.

**Assignments are graded either by industry practitioners who are available to support participants in their learning journey and/or by the Emeritus grading
team. The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.
LEARNING OUTCOMES

Strategise Execute
Learn frameworks to make goals, Know the various channels and platforms
plan campaigns, and reach customers to get your marketing off the ground

Engage Measure
Understand what keeps customers Grasp the science of measuring
engaged between attention and action performance versus plan

Optimise Learn
Know how to continuously improve Get useful insights from leading
performance to increase ROI with industry experts on strategic planning
data and analytics and digital ROI initiatives

360-degree alignment
Modify current business operations to
provide a better online experience

Ignoring digital marketing is like representing your business

without any audience
- Jason Matthew
VP Research and Digital Marketing, Game Show Network
PROGRAMME MODULES
MODULE 1: Introduction to Marketing Management
Marketing Management Overview
Concept of Perceived Value
Needs, Wants and Demand
Product Life Cycle
MODULE 2: Introduction to Digital Consumers and Digital Marketing
Consumer Positioning
Marketing vs. Sales
Role of Digital Media in Marketing Management
Traditional vs. Digital Marketing
MODULE 3: Understanding the Customer
Target Audience
Target Selection and Positioning
Target Audience: Apple iPhone
Customer Profiles and Personas for Digital
Why Create a Customer Persona?
B2B Customer Persona
MODULE 4: Search Engines: Organic Search and Keywords
Organic Search and Keywords: Overview
Fundamentals of Search Engines
Search Engine: The Process
Keywords and Keywords Search
On-Page SEO
Creation and Communication of Value
Delivery and Exchange of Value
Customer Segmentation and Targeting
The 4Ps of Marketing: Product and Price
The 4Ps of Marketing: Place and Promotion
The 4Ps of Marketing in Digital Ecosystem
The POEM Framework
Gathering Data
Customer Touch Points and Moments of Truth
Customer Journey
Customer Journey Map
Customer Journey Map: Example Two
Customer Journey to Marketing Insights
Off-Page SEO
Technical SEO
App Store Optimization
Competitor Research
SpyFu: Demo
MODULE 5: Search Engine Advertising
Search Engine Advertising
Role of Search Engine Advertising vs. SEO
Keyword Planning
Creation of Ad Copy
Quality Scores
Bidding Strategies
MODULE 6: Display Ads and Targeting
Display Ad Types
Display Ad Campaign Setup
Video Ads
MODULE 7: Social Media Strategy
Social Media Strategy: Overview
Social Networks and Role of Algorithms
Types of Social Networks
Social Media Audits
Social Media Etiquettes
Social Media Calendar
Types of Paid Social Media Ad Formats
Audience Segmentation and Targeting for
Social Media Ads
MODULE 8: Influencers, Communities and Online Reputation
Influencers, Communities and Online
Reputation: Overview
Word of Mouth Marketing
Influencer Marketing
Viral Marketing
MODULE 9: Email Marketing and Affiliates
Email Marketing Basics
Email Service Providers
E-Commerce
SEO and SEA Synergy
Setting up a PPC Account
Setting up a PPC Account: Demo
Targeting Parameters
Remarketing
Custom and Look-Alike Audiences
Social Media Tools
AWARIO: Demo
Setting up campaigns on Facebook: Demo
Setting up campaigns on Linked In: Demo
Setting up a YT Campaign: Demo
Setting up a Twitter Campaign: Demo
User Generated Content Campaigns
Brand Communities
Online Reputation Management
Best Practices for Emails
Affiliate Marketing
 MODULE 10: Landing pages, Microsites, and Mobile Apps

Websites & Microsites How to Create Landing Pages?

Landing Pages and Its Sections Mobile Apps
Dissection of Successful Landing Pages

MODULE 11: Digital Marketing analytics: Data Sources

Metrics SEO Analytics

PPC Analytics Video and Display Analytics
Social Analytics Role of AI in Analytics

MODULE 12: Frameworks for Evaluation

Pricing Metrics Unit Economics

ROAS and ROI Customer Portfolio Analysis

MODULE 13: Attribution Issues and Experimentation

What is Attribution A/B Testing and Multivariate Testing

Types of Attribution

MODULE 14: Digital Marketing Strategy Planning, Execution, Assessment,

and Refinement
Digital Marketing Strategy and Its Components Integrated Marketing Communications or IMC:
RACE Framework 6M Framework
AIDA Framework

CAPSTONE PROJECT

The four week capstone project involves the use of a digital marketing simulation for search, social and
email marketing, which helps apply the learnings of the course and get hands on experience to: Test your
knowledge and deploy campaigns worth almost 50K USD in simulated ad dollars. Launch multiple email
campaigns. Weekly Office hours on Stukent to solve queries and get advice from the programme leaders.

Note: Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/adapted to fit the
participant profile & programme hours.
ADDITIONAL CERTIFICATIONS
OFFERED (OPTIONAL)

Note: These are suggested tools that could be covered in this programme, basis tools used in the earlier cohorts. These could
change subject to faculty discretion.

CERTIFICATE
IIM Indore will issue the certificate if a participant meets the following criteria,
A minimum of 70% in the required assignments
Completion of the capstone (in programmes where capstone projects are added)
A minimum of 50% of the videos must be viewed

Note: Sample certificate is indicative. The Institute reserves the right to revise it

ALUMNI STATUS
On successful completion of the programme, participants will be eligible to apply for the Executive
Education Alumni status offered by IIM Indore. A separate application will be necessary to register.

Current alumni membership plans are as follows:

• 2-year membership – INR 1,000/- + applicable taxes,
• Lifetime membership – INR 10,000/- + applicable taxes,

Benefits available to Executive Education Alumni:

1) Communication of brochures and newsletters from IIM Indore.
2) Access to the IIM Indore Campus Library (onsite access only).
3) Official email ID of the institute.
4) ID Card
Note:
- Eligibility for the Executive Education Alumni status is not guaranteed on the successful completion of the programme, application submission, and payment fee.
IIM Indore reserves the right to confer executive education alumni status on a case-by-case basis.
- IIM Indore reserves the right to modify the above conditions at its discretion at any time without notice.
- Only the courts at Indore will have the territorial jurisdiction to try any disputes arising with respect of the Executive Alumni membership being granted.
EMERITUS CAREER SERVICES
Building an Impressive
LinkedIn Profile Navigating Job Search

Building an Interview
Impressive Resume Preparation

Career Management Modules on:

Building an Impressive Resume & Cover Letter
Building an Impressive LinkedIn Profile
Navigating Job Search
Interview Preparation

Past participants of Emeritus work at Microsoft, ICICI Bank, Infosys, HDFC, AirBnB, TCS, Ola, Flipkart,
JSW, Wipro, Honeywell, JP Morgan, Reliance Jio, Mahindra, Gartner, Accenture, Cognizant, amongst
others

Please note:
- This service is available only for Indian residents enrolled into select Emeritus programmes.
- IIM Indore or Emeritus do NOT promise or guarantee a job or progression in your current job. Career Services is only
offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are
offered by Emeritus. IIM Indore is NOT involved in any way and makes no commitments regarding the Career Services
mentioned here.
PROGRAMME DETAILS
Programme Start August 17, 2023

Apply by June 26, 2023

Programme Fee INR 95,000 + GST

Instalment Schedule
Particulars Remarks Standard Fee
Booking Amount Within 7 days post selection INR 38,000 + GST
Instalment I Sep 14, 2023 INR 38,000 + GST
Instalment II Oct 12, 2023 INR 19,000 + GST

Note:
- Admissions are on a first-come, first-serve basis. There might not be subsequent rounds if seats are filled in the initial rounds.
- The actual programme schedule will be announced closer to the programme start.

ELIGIBILITY PROGRAMME FORMAT

Minimum Graduate or Diploma Holder (10+2+3). Online via Recorded Video Lectures

Participants can submit color scan copy of mark-

sheets of all year/consolidated mark-sheets/
degree

EVALUATION
A mix of written tests, assignments, and online exams will be used to determine the
proficiency of the candidates.

APPLICATION REQUIREMENTS
Your Graduation/Degree:
You can submit a scanned copy of ANY ONE of:
Degree certificate, provisional Degree certificate, marks transcript or score transcript, or
mark-sheet and any ID proof and recent passport sized photograph.

PROGRAMME APPLICATION LINK

Click here to apply to the programme.
Finance options available. Click here to learn more.
For more information, please email at iimi.execed@emeritus.org
Note: In case a programme session corresponds with a public holiday, the session would be held on the following day.
ABOUT IIM INDORE
IIM Indore is now the second IIM in the nation to receive triple accreditations. With a mission to be a
contextually-relevant business school with world-class academic standards that develops
socially-conscious managers, leaders and entrepreneurs. It is committed to excellence in management
education, research & training, and using contemporary participant-centric pedagogies & teaching
methods. IIM Indore is one of the fastest-growing institutions in India today. It has consistently
ranked among the top 10 B-schools in India, and it ranks 7th in NIRF 2022. The institute has constantly
featured in Global Ranking. In the FT Rankings, IIM Indore ranked in the Top 100 in 2021 (4th in India and
3rd amongst the IIMs). In QS Global MBA Rankings, IIM Indore ranked 25th amongst all the top business
schools in Asia (4th position amongst the IIMs).

ABOUT EMERITUS
IIM Indore is collaborating with online education provider Emeritus to offer a portfolio of high-impact
online programmes. Working with Emeritus gives IIM Indore the advantage of broadening its access
beyond their on-campus offerings in a collaborative and engaging format that stays true to the quality of
IIM Indore. Emeritus’ approach to learning is built on a cohort-based design to maximise peer-to-peer
sharing and includes video lectures with world-class faculty and hands-on project-based learning. More
than 250,000 students from over 160 countries have benefitted professionally from Emeritus’ courses.
Apply for the programme here

APPLY NOW

Finance options available

KNOW MORE

For registration and any other information, please get in touch with us at
iimi.execed@emeritus.org

WhatsApp an Advisor On +91 74120 81081*

*This number does not accept any calls. Please message your queries.

In collaboration with

Erulearning Solutions Private Limited (a company incorporated in India) is a subsidiary of

Eruditus Learning Solutions Pte Ltd (a company incorporated in Singapore), and operates
under the brand name of ‘Eruditus’ and ‘Emeritus’.