DIGITAL MARKETINGAND ANALYTICSSTARTS DECEMBER 29, 2021 12 WEEKS | ONLINE
Overview
Digital marketing expenditure will make up 46% of the total global ad spend in 2021 (WebStrategies Inc, 2020). With such a promising career outlook, learn how to develop integrated digital marketing strategies in line with bottom-line business goals. Win the battle for attention and retention of your customers, and secure a verifiable proof of your in-demand digital marketing skillset with an official certificate from ISB, ranked 23rd globally by The Financial Times in 2021.
The Digital Marketing and Analytics programme from ISB will enable you to understand the digital customer behaviour, build digital marketing strategies, and identify in-demand metrics to effectively measure and optimise ROI. The digital marketing career scope in India will be worth US$160 billion by 2025, making it three times the current value (Goldman Sachs, 2020). Prepare for a rewarding career in digital marketing and analytics with digital marketing skills and strategies that are robust and reliable even in our current ever-evolving economy.
Who is this Programme for?
With a keen focus on analytics-based digital marketing, this high-impact programme will make you adept at effectively improving the ROI for campaigns, if you are:
Early-stage marketing and sales professional looking to upgrade your skills in digital marketing for high-growth career prospects
Mid-to senior managers interested in learning integrated digital marketing strategies and best practices to boost reach, conversions and ROI
Consultants who want to understand in-demand digital marketing tools and platforms to develop competitive strategies for their clients
Entrepreneurs and business owners seeking to understand how digital marketing strategies can improve marketing outcomes and lead to business expansion
Programme Highlights
Why ISB's Digital Marketing andAnalytics?
Learn how to align digital marketing strategies with
business goals to enhance ROI
Explore how digital channels can be
leveraged to optimise marketing
Gain actionable insights from
industry-oriented curriculum and real-world case
studies
Learn via recordedvideos from top ISB
faculty, and liveonline sessions withEruditus Programme
Leaders
Apply the principles of online advertising through a real-world
scenario in a simulated
environment
128Recorded Videos
from top ISB faculty
10+Discussion Boards
20Assignments and
Quizzes
13Live Online Sessions with
Eruditus Programme Leaders
Case Studies
6+
Simulations4
Note: The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.
Programme Faculty
Prof. Siddharth S. SinghAssociate Professor, Marketing
Prof. Singh heads The Media Hub, ISB’s initiative for excellence in media research. He was also the first director of the Fellow Programme in Management, ISB’s doctoral programme. He has a PhD (Marketing) from the J. L. Kellogg School of Management, Northwestern University, and an MBA (Marketing and Finance) from the University of Illinois at Urbana-Champaign. His research interests focus on exploring a firm’s ability to achieve sustainable competitive advantage. He has co-authored three textbooks with Prof. Noel Capon for MBA students and business executives.
Prof. Madhu VishwanathanResearch Director - IIDS,Marketing
Prof. Vishwanathan has a PhD from the University of Minnesota, Twin Cities and his undergraduate from BITS, Pilani. His research work focuses on the role of distribution channels, B2B relationships, salesforce compensation and its impact on marketing mix elements like prices and assortments. His work has been published in the Journal of Marketing Research, and he has consulted and worked with companies spanning a wide range of industries, including retail, insurance and healthcare.
Prof. Kiran PedadaAssistant Professor,Marketing
Prof. Pedada has a PhD in Business Administration (Marketing) from the Rawls College of Business at Texas Tech University. He focuses on two streams of research with the former exploring interfirm relationships, and the latter focuses on growth and marketing transformation for digital environments. His research is published in notable peer-reviewed journals such as the Journal of the Academy of Marketing Science. His doctoral dissertation on international marketing alliance dissolutions in emerging markets won the 2019 AMS Mary Kay Inc. Doctoral Dissertation Award. BusinessBecause named him one of the MBA Professors to Look Out For in 2020.
Programme Modules
India is set to reach one billion internet users by 2025 (Analytics Insight, 2020), and the digital marketing landscape will become more competitive than ever in 2021. Learn in-demand best practices in digital marketing and analytics from a holistic curriculum through practical exercises, recorded lectures, debrief sessions with Eruditus Programme Leaders, and real-world case study discussions. Get an end-to-end perspective of the digital marketing ecosystem to plan revenue-generating strategies, and use analytics to improve conversions and the digital marketing ROI, while developing your ability to:
Reach a wider target audience through digital
marketing channels
Keep customers engaged through effective
engagement strategies
Measure the success of
campaigns by choosing the right metrics
Gain insights from analysing qualitative and
quantitative data across the
online customer journey
Optimise current digital
marketing strategies to provide an
effective online experience
Hands-on Learning With Stukent Mimic Pro
Advance your skills with an in-demand digital marketing simulation platform with real-world scenarios to:
Develop targeted content strategies
Create and manage simulated campaigns
Monitor and optimise key performance metrics
Effectively manage campaign budgets
What are the data requirements for different platforms? How do you integrate offline with online?
Optimising Campaigns using Data Analytics
Data strategies for marketing
Module 8: Digital Strategy and Analytics
Identifying and profiling competitors based on different attributes
Content production and distribution through earned, owned, and paid media
Launching an effective digital marketing campaign and post-campaign analysis
Examples of successful strategy planning and execution from India and global markets
Module 9: Digital Marketing: Strategy,Planning and Execution
New technologies and marketing transformations in digital environments
IoT and Robotics
The impact of artificial intelligence on the future of marketing and consumer behavior
Module 10: Emerging Technologiesfor Digital Marketing
Digital Marketing and traditional marketing relationship and its benefits over traditional marketing
The positioning challenge and marketing crisis
How the 4Ps of marketing are transformed in the digital space
Utilising digital opportunities to create value. The "long-tail" effect
Module 1: Marketing in the DigitalWorld
How customer behavior is different in the digital domains?
The role of peer influence in the purchase process
What are customer networks and their use in digital marketing
Module 2: Customer in the DigitalWorld
What are customer personas and how are they used in digital marketing segmentation
Digital Marketing Funnel: What is it and how is it used?
Customer journey
Module 3: Customer Journey
Exploring the P-O-E-M (paid, owned, earned media) framework to reach and engage customers
How do you integrate offline with online channels and its impact on customer engagement
Module 4: Reaching and Engagingthe Customer
Outlining a planning framework for paid ad campaigns
Highlight examples to reveal key insightsand ideas in PPC
Describing the ecosystem for Google Ad campaigns
Outline managerial decisions that need tobe made in each and factors that need tobe considered while making them
Module 5: Making Digital Work:Strategies for Paid Ad Campaigns
Email and social media marketing strategies and their execution in Digital Marketing
Build an engaging social media marketing strategy leveraging social listening
Analyse digital marketing strategies of a few brands
Module 6: Email, Display andSocial Media Advertising
Key KPIs, branding or financial and understanding the challenges of measuring marketing ROI within organisations
Overview of techniques related to A/B testing and split testing and how it can be applied in social media
Understanding the trade-offs between a short-term and long term focus. How to incorporate CLV measures in ROI analysis?
Module 7: Strategies and Evaluation:Metrics, and ROI
Key Programme Takeaways
Increase ROI, customer lifetime valueand firm profitability aligned with business goals
Plan and implement search engineand social media campaigns insimulated environments
Leverage insights from the digital marketing funnel to reach customers and enhance engagement
Maximise reach, engagementand conversions with optimised paid campaigns
Measure, analyse and optimisecampaigns using in-demandmetrics and best practices
Build frameworks for the successful planning and execution of campaign strategies
Eruditus Career Services
- This service is available only for Indian residents enrolled into select Eruditus programmes.- ISB or Eruditus do NOT promise or guarantee a job or progression in your current job. Career Services is only offered as a service thatempowers you to manage your career proactively. The Career Services mentioned here are offered by Eruditus. ISB is NOT involved in anyway and makes no commitments regarding the Career Services mentioned here.
Building an Impressive Resume (Group Session)
Building an Impressive LinkedIn Profile (Group Session) Job Placement Assistance
Interview Preparation (Group Session)
Note:
Three 90-minute workshops from career management industry experts Job placement assistance from partner companies are published, applied to, and tracked to success via an online platform (offered in partnership with Superset)Eruditus alumni work at Microsoft, ICICI Bank, Infosys, HDFC, AirBnB, TCS, Ola, Flipkart, JSW, Wipro,
Honeywell, JP Morgan, Reliance Jio, Mahindra, Gartner, Accenture, Cognizant, amongst others
Past Participant Profiles
Work Experience
Top Functions
Top Industries
0-5 Years 6-10 Years 10-15 Years 16-20 Years
29% 25% 26% 20%
5%Consulting
9%Banking and Finance
8%FMCG
9%E-commerce
7%Consulting
16%IT Services
51%Others*
17%Others*
3%Operations
9%General Management
66%Marketing/ Sales
*Others include Energy, Healthcare, Infrastructure, Manufacturing, Retail and Telecommunications among others.
*Others include Engineering, Finance/ Accounting, and Information Technology among others.
Upon successfully completing the programme with a minimum 70% score, you will be awarded a certificate in Digital Marketing and Analytics from ISB.
Certificate
Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of ISB.
ISB Executive Network Upon successful completion of the programme, participants will be a part of the ISB Executive Network. Benefits include:
ISB Newsletters with the latest updates
Learning and Networking opportunities via CEE Network Group on LinkedIn
Exclusive invitations to Online and Offline events like Webinars, Conferences, Master Classes, etc
Scope to facilitate as a Guest Speaker at ISB Executive events
Preferential pricing with 10% discount on course fee on CEE Open programmes
Upgrade to ISB Executive Alumni Group with 100+ learning hours
The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world and you will learn how to use the learning management system and other learning tools provided.
Orientation Week
On other weeks, you have learning goals set for the week. The goals would include watching the video lectures and completing the assignments. All assignments need to be submitted within one week.
Weekly Goals
The Eruditus Programme Leaders will be available forlive online sessions every week to help you clarify your doubts pertaining to the programme content.
Debrief Sessions
The Eruditus Programme Support team will follow up over emails and phone calls with learners who are unable to submit their assignments on time.
Timely Follow up and Learning Support
Flexible and Convenient Online LearningLearn online via recorded videos from top ISB faculty in a high-impact 12-week journey with a learning commitment of 4-6 hours/ week.
Learning Journey
Programme Details
DURATION12 Weeks
4-6 hours/ week
PROGRAMME START DATE
December 29, 2021
ELIGIBILITYAny Graduate/ Diploma holder
Instalment Schedule
Programme Fee INR 1,00,000 + GST
Remarks Fee
Within 7 days from the date of selection INR 24,000 + GST
February 3, 2022 INR 38,000 + GST
Note: GST (currently @ 18%) will be charged extra on these components.
Instalment 1
Instalment 2
March 1, 2022 INR 38,000 + GSTInstalment 3
Programme Details
The world is being reshaped by the convergence of social, mobile, cloud, big data, community and other powerful forces. The combination of these technologies unlocks an incredible opportunity to connect everything together in a new way and is dramatically transforming the way we live and work.
- Marc Benioff,Chairman and CEO,Salesforce
The Indian School of Business (ISB) evolved from the need for a world-class business school in Asia. The ISB is committed to creating business leaders through its innovative programmes, outstanding faculty and thought leadership. It has gained the unique distinction of receiving accreditation from the Association of MBAs (AMBA), making it the 100th School in the world to achieve the ‘triple crown’ of accreditations from AMBA, EFMD Quality Improvement System (EQUIS), and the Association to Advance Collegiate Schools of Business (AACSB). Accreditation from AMBA represents the highest standard of achievement in post-graduate business education. Its rigorous assessment criteria ensures that only the highest-calibre programmes which demonstrate the best standards in teaching, curriculum, and student interaction achieve Association of MBAs accreditation.
About
EruditusEruditus Executive Education offers customised and open programmes in India, Singapore, Dubai and other global locations in collaboration with MIT Sloan, Columbia Business School, INSEAD, Harvard Business School (HBS), Kellogg Executive Education, Berkeley Executive Education, Wharton Executive Education, IIM Lucknow Executive Education, IIM Calcutta Executive Education and Emeritus. Our world-class executive education programmes, supported by eminent programme experts, provide an immersive learning experience integrated with actionable insights and practical business applications. The meticulously curated programmes are delivered in a different range of formats; in-class, online, as well as blended programmes. Our extensive portfolio also includes short 2-4 day in-class workshops, online courses of 2-3 months duration as well as comprehensive learning journeys that run over 6-9 months, customised to an organisation’s requirement.
The Indian School of Business (ISB)
For registration and any other information,please get in touch with us at [email protected]
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