PROFESSIONAL CERTIFICATE PROGRAMME IN

DIGITAL MARKETING AND ANALYTICS

Indian Institute of Management KozhikodeGlobalizing Indian Thought

10 Months | Live Online Sessions | Executive Alumni Status

Overview

Today, businesses across geographies, sizes and industries have realised that digital marketing is indispensable in order to be future-ready. India is the fastest-growing digital advertising market in the world, and the digital marketing industry in India will be worth USD 160 billion by 2025 (India Today, 2020). With such a lucrative outlook, despite the challenging economic times, this is the right time for you to build a career in digital marketing and analytics.

The Professional Certificate Programme in Digital Marketing and Analytics from the Indian Institute of Management Kozhikode (IIM Kozhikode) provides an end-to-end understanding of the current digital marketing landscape, in-demand tools and best practices. You will develop the knowledge and skills required to engage with the 21st-century digital customer through multiple digital marketing channels and optimise campaigns to meet business goals. You will also learn to leverage marketing analytics across the user journey. On successfully completing the programme, you will be an industry-ready digital marketing professional, while being eligible for the prestigious IIM Kozhikode Executive Alumni Status.

Starts OnDecember 27, 2020

INR 1,65,000 + GST

ProgrammeFee

Duration10 Months

FormatLive Online Sessions

01

Social Media Display Online Video Paid Search Others

Retail, Telecom,Media &

Entertainment

BFSI, FMCG Media &

Entertainment

FMCG, Media &Entertainment,

Telecom

E-commerce,BFSI

ConsumerDurables, Auto

Top Industry Segments Spendingon Digital Media Formats*

*Source: Dentsu Aegis Network Report: Digital Advertising in India 2020

Who is this programme for?

The rapid and penetrating growth of digital media across marketing budgets reflects the tremendous opportunity that lies ahead for digital marketing professionals.

This programme is beneficial for:

Traditional marketers, sales, communication, or brand managers keen on developing digital marketing and analytics skills

Early-stage professionals looking to switch over to the field of digital marketing from an existing field

Senior managers and consultants keen to develop a strategic mindset that revolves around digital marketing and analytics strategy

Business owners, C-suite leaders and entrepreneurs who want to explore and utilise digital marketing and analytics to expand their business online

02

DigitalMarketingManager

AffiliateMarketer

Digital MediaPlanner

Social MediaManager

Digital Analyst

SEO/ SEMSpecialist

ContentStrategist

PerformanceMarketer

02

Top Career Profiles in Digital Marketing

Marketing’sjob is neverdone. We mustcontinue toinnovate every day.– Beth Comstock, Former CMO & Vice Chair, GE

01

This comprehensive programme provides a high-impact learning pedagogy, which includes live online lectures, case discussions, and hands-on exercises using data. Joining this programme will enable you to gain a well-rounded understanding of industry-oriented digital marketing practices and analytics for evaluating digital marketing activities.

03

Interact with eminent IIMKozhikode faculty, Eruditusglobal faculty & renowned

industry experts

Receive a Certificate ofCompletion from one

of India’s best B-Schools (NIRF, 2020)

Explore a high-impact learning journey and gain

real-world, practical insights

Become skilled in strategically evaluating

and selecting digital marketing channels

Be eligible for lifelong Executive Alumni Status

and expand yourprofessional network

Learn industry-standard tools and best practices in

digital marketing and analytics

Programme Highlights

By 2025, India is expected to have over30 lakh jobs in digitalmarketing.

Source: The Week, 2020

Programme Directors

Programme Facul�

Prof. Keyoor has over 25 years of work experience in the academic and corporate world. He has designed and conducted over 100 executive training and development programs in marketing, marketing communications, and corporate reputation.

Prof. Sreejesh serves on the editorial board of the International Journal of Consumer Studies. He is actively involved in numerous chapter contributions in books and case study developments and has also authored books of international repute with Pearson India and Springer International.

Before joining academia, Prof. Nivedita has worked across organisations in India and the United Kingdom in various roles spanning marketing research and consulting. She holds an MBA from Xavier Institute of Management, Bhubaneswar, and an M.A. in Applied Economics from Utkal University. She also has a PhD in Management from IIM Calcutta.

Assistant Professor,Marketing Management

Prof. Nivedita Bhanja, PhD

Prof. Priya holds a PhD in Marketing and a PGDM, both from IIM Ahmedabad where she was a winner of the best doctoral thesis award across departments. She has worked on projects in strategy and marketing for consumer goods, consumer durables, and heavy industries. Prof. Priya has extensive experience in marketing strategy, traditional and innovative market research techniques, and new product launch.

Assistant Professor,Marketing Management

Prof. Priya Narayanan, PhD

Prof. Keyoor Purani, PhD

Professor,Marketing Management

Prof. Sreejesh. S, PhDAssistant Professor,Marketing Management

04

The Professional Certificate Programme in Digital Marketing and Analytics has a comprehensive industry-oriented curriculum which covers the fundamental elements of digital marketing necessary to make an impact in the industry. Taught by leading IIM Kozhikode faculty and subject experts, this programme will be the best launchpad for advancing your career in digital marketing and analytics.

Programme Modules

It's notwhatyou sellthatma�ers asmuch ashow yousell it!

– Brian Halligan,CEO & Co-Founder,HubSpot

Overview of marketing and role of digital marketingThe digital customerDigital vs traditional marketing

MODULE 1: INTRODUCTION TO DIGITAL MARKETING

Competition: Differentiation and positioning Consumers: Segmentation and targeting Customer behaviour and social networks Reaching customers in digital marketing Marketing communication and advertising Pricing, new products, and technology

MODULE 2: MARKETING IN A DIGITAL WORLD

What is a marketing strategy?Strategic decision-making in digital marketingMarket identification and planningLeveraging digital marketing techniquesDigital copyright, paywalls, privacy and security

MODULE 3: DIGITAL MARKETING STRATEGY

Basics of digital/ internet marketing toolsSearch marketing (SEM, SEO, paid search marketing, etc.)Digital marketing analytics tools (Google Adwords, Facebook Ads)Web analytics tools (Google Analytics)

MODULE 4: INTRODUCTION TO DIGITALMARKETING TOOLS

05

Programme Modules

Managing social media formatsUser-generated content and influencer marketingBrand engagement on social media and viral marketingPR in the age of social mediaContent marketing

MODULE 5: SOCIAL MEDIA MARKETING ANDCONTENT MARKETING

Mobile marketing formatsMobile retailingMobile targeting, security and privacyEmpowering emerging market consumers through mobile apps

MODULE 6: MOBILE MARKETING

New age media and entertainment formatsCoping with digital disruptions

MODULE 7: DIGITAL MEDIA AND ENTERTAINMENT

Introduction to marketing analyticsData collection in digital marketingPredictive analyticsImplementation of predictive analyticsOptimising ROI for marketing campaignsAnalytics for decision-makingData visualisation for insights - 1Data visualisation for insights - 2

MODULE 8: MARKETING ANALYTICS PROCESSES

Initial debriefInterim reviewFinal discussion and video submission

MODULE 9: ONGOING PROJECT BASED ON SIMULATION

EngagingWebsite

ContentMarketing

EmailMarketing

Social MediaMarketing

MarketingAnalytics

SEO & SEM

Elements of aSuccessfulDigitalMarketingStrategy

Note: Sub-modules and topics are indicative. Both the suggested topics and sequencing of topics will be modified to fit the total programme hours.

06

Real-world Case Studies

0107

Managing Online Reviews on TripAdvisor by Thales S. Teixeira & Leora Kornfeld(Harvard Business School, Product #514071-PDF-ENG)

This case examines the management of online reviews on TripAdvisor, with specific attention to how consumers read and write reviews on the platform, sharing personal experiences and opinions on hotels. This case is increasingly relevant as customers voice their views and opinions through reviews digitally.

Hulu: An Evil Plot to Destroy the World? by Anita Elberse & Sunil Gupta(Harvard Business School, Product #510005-PDF-ENG)

This case on the online video aggregator Hulu presents an issue of whether it should participate in an industry-wide initiative to develop and test "authentication" technology that can facilitate a subscription or pay-per-view model. The case explores the online video space in considerable detail that enables a rich discussion of viable business models.

Amazon in Emerging Markets by Amy Nguyen-Chyung & Elliot Faulk(WDI Publishing at the University of Michigan, Product #W94C01-PDF-ENG)

This case leads to a vibrant discussion and comparative analysis of Amazon's strategies across three major emerging markets in India, China and Brazil. It provides insights on the strategic considerations for digital market selection and expansion.

The Hunger Games: Catching Fire – Using Digital and Social Media for Brand Storytelling by Mohanbir Sawhney and Pallavi Goodman (Kellogg School of Management, Product #KEL964-PDF-ENG)

This case on Hunger Games analyses the shift from traditional marketing to a blend of digital campaigns and traditional techniques. It provides a close view of a digital marketing campaign using brand storytelling through digital and social media.

Learning Outcomes

08

Evaluate and select digital marketing channels in order to meet strategic

objectives

Understand the key techniques used for digital marketing, including social media marketing and mobile marketing

Develop a holistic understanding of the digital marketing landscape

Learn the process of strategic decision-making in the digital world

Understand the digital customer in terms of needs and behaviour

Become familiar with tools essential to creating, rolling out, and evaluating digital marketing activities

Worth of theIndian Digital

AdvertisingIndustry

2025

(Estimated)

Rs. 58,550 Cr.

2022

(Estimated)

Rs. 28,249 Cr.

2019

Rs. 13,683 Cr.

*Source: Dentsu Aegis Network

Report: Digital Advertising in

India 2020

This programme will help you learn concepts and gain in-demand skills in digital marketing using a variety of techniques, with emphasis on both theoretical and hands-on learning.

At the end of this programme, you will be able to:

Certificate

Participants will be awarded a completion certificate from IIM Kozhikode on successfully completing all evaluation components and maintaining a minimum attendance of 75%. Participants who are unable to clear all evaluation components, but have a minimum attendance of 75% shall be awarded a participation certificate.

Eligibili�

Evaluation

Graduate / Diploma Holders (only 10+2+3) in any discipline from a recognised university

Minimum 1 year of work experience

The evaluation methodology is at the discretion of the faculty and includes online exams, case analysis, class contribution, assignmentsand any other components. A minimum of 75% attendance is a prerequisite for the successful completion of this programme. Participants will have to secure the minimum pass marks in the respective evaluation components.

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Kozhikode.

SPECIMEN

Programme Facilitator Chairperson - MDP Director

eMDPProfessional Certificate Programme

This is to ertify that

participated and successfully completedDigital Marketing and Analytics

(January 2021 - October 2021)

Name

IIM Kozhikode Executive Alumni Status

On successful completion of the programme, participants will be eligible for the prestigious IIM Kozhikode Executive Alumni Status. These participants will subsequently receive the alumni registration details from IIM Kozhikode.

09

Programme Details

Application Requirements

Live Online Sessions

Academic Orientation

January 10, 2021

3 Hours/ weekSunday 6:45 PM to 9:45 PM

Programme Application Link

Click here to apply tothe programme.

Finance options available.

ProgrammeSchedule

Programme Fee INR 1,65,000 + GST

Instalment Schedule

Remarks Amount

Round-wise Application Dates

Click here to learn more.

For more information, please email us at: iimk@eruditus.com

Application Fee Dates

Note: Admissions are on a first-come, first-serve basis. There mightnot be subsequent rounds if seats are filled in the initial rounds.

Round 1

Round 2

Round 3

INR 1,500 + GST Oct 30, 2020

Nov 30, 2020

Dec 17, 2020

INR 2,000 + GST

INR 2,500 + GST

10

For Previous Organisation(s): Relieving lettersFor Current Organisation: Current Salary Slip or BonafideCertificate from the HR department on companyletterhead

Instalment II Mar 20, 2021 INR 50,000 + GST

Instalment III Jun 20, 2021 INR 35,000 + GST

Instalment I Jan 6, 2021 INR 50,000 + GST

BookingAmount

Within 7 days of selection

INR 30,000 + GST

Experience Documents

Marksheet – Individual or consolidated (all semesters)Passing Certificate – If AnyDiploma/ Degree/ Doctorate Certificate

Graduation and Post-Graduation Education

Any Government issued photo ID likePAN Card/ AADHAAR Card, Driving License/ Passport, etc.

ID Proof

11

System Requirements

Speakers and microphone: built-in or a USB plug-in or wireless Bluetooth

Webcam: built-in or USB plug-in

Processor: with Dual Core 2Ghz or higher (i3/ i5/ i7 or AMD equivalent)

RAM: 4 GB or higher

OS: Either MacOS 10.7 or higher OR Windows 8 or higher

An internet connection: Minimum bandwidth of 3.0 Mbps (up/down)

Browser: IE 11+, Edge 12+, Firefox 27+, Chrome 30+

Zoom software client installed on your PC/ Laptop/ Mac

This programme includes live online classes. To attend a live online class you will need to have a PC/Laptop/Mac with

We use the Zoom software application to conduct live online classes. Zoom works on a variety of PCs/ Laptops/ Mac systems and also on phones and tablets.

You can join your live online class from a phone or tablet if it supports the Zoom client.

We recommend that you attend classes from a PCs/ Laptops/ Mac.

About IIM Kozhikode

IIM Kozhikode ranks 15th in Asia Pacific and #101+ globally in the QS World University Global Executive MBA Rankings 2020. Since its inception, IIM Kozhikode has successfully carved its niche in the area of management education, through a judicious blend of academics and real-world practice. The Institute continually adapts to the rapid influx of changes in the Indian business landscape by providing cutting-edge Management Development Programmes with innovative pedagogy and content to impart industry-relevant knowledge and skills to its executive education participants. Last year, IIM Kozhikode trained more than 3,400 executives through a wide gamut of programmes uniquely crafted for agile minds interested in thought-provoking questions and learning centred on business transformation and growth.

About Eruditus

Eruditus 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.

12

For registration and any other information,please get in touch with us at iimk@eruditus.com

Apply for the programme here

APPLY NOW

In collaboration with