Indian School of Business (ISB)

Digital Marketing and Analytics

Program Overview

In this program, you will learn how to increase ROI, customer lifetime value, and firm profitability in alignment with your business goals. Through simulated environments, you will have the opportunity to plan and implement search engine and social media campaigns. By leveraging insights from the digital marketing funnel, you will be able to effectively reach customers and enhance engagement. Additionally, you will learn how to maximize reach, engagement, and conversions through optimized paid campaigns. Measurement, analysis, and optimization of campaigns using in-demand metrics and best practices will be emphasized. Lastly, you will develop frameworks for successful planning and execution of campaign strategies.

Course Content

  • Definition, Growth & Benefits of Digital Marketing

  • Traditional Marketing & Digital 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

  • How customer behavior is different in the digital domains?

  • Easy access to information and decision making.

  • The role of peer influence in the purchase process

  • What are customer networks and their use in digital marketing

  • Case Study – Creating Value for Customers

  • 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

  • Privacy vs Personalization: The current debate on this issue; its impact on marketing strategy.

  • Case Study – Digital Marketing Funnel Strategy

  • 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

  • Outlining a planning framework for paid ad campaigns

  • Highlight examples to reveal key insights and ideas in PPC

  • Describing the ecosystem for Google ad campaigns, display and social media ads, and email ads

  • Outline managerial decisions that need to be made in each and factors that need to be considered while making them

  • Stukent Mimic Pro Simulation – 1 Round

  • 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

  • Stukent Mimic Pro Simulation – 1 Round

  • Identify key factors for campaign success

  • Analyze metrics of a campaign, what metrics are important

  • Key KPIs, branding or financial and understanding the challenges of measuring marketing ROI within organizations

  • An overview of tools that are available across platforms

  • An introduction to causal inference and its importance in the digital world

  • 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

  • Understand the right data framework and test strategies required to make your campaign a success (HONEST company)

  • Stukent Mimic Pro Simulation – 1 Round

  • What are the data requirements for different platforms? How do you integrate offline with online?

  • Optimizing Campaigns using Data Analytics

  • Data strategies for marketing

  • Stukent Mimic Pro Simulation – 2 Rounds

  • Defining target audience and audience persona, need identification

  • 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

  • Stukent Mimic Pro Simulation – 2 Rounds

  • New technologies and marketing transformations in digital environments

  • IoT and Robotics

  • The impact of artificial intelligence on the future of marketing and consumer behavior

  • Stukent Mimic Pro Simulation – 2 Rounds

Course Details

Mode of Study

Live Online

Class schedule

(4-6 hours/ week)

Duration of the Program

24 Weeks

Who this program is for?

  • Marketers seeking more ROI - Mid level managers interested in learning integrated digital marketing strategies and best practices to boost reach & get more ROI from their campaigns

  • Rejoining the workforce - Managers looking to make a comeback after a career break to enhance their knowledge and skills by learning the latest digital marketing strategies

  • Entrepreneurs looking to expand - Business owners seeking to understand how digital marketing strategies can improve marketing outcomes and lead to business expansion

Eligibility Criteria

Any Graduate/ Diploma holder

Selection Criteria

Candidates will be selected based on a thorough review conducted by the institute.

Does this program comes with Alumni Status?

Yes

Alumni Benefits

  • Upon successful completion of the programme, participants will become a part of the ISB Executive Network. Benefits include:

  • ISB Newsletters with the latest updates

  • Learning and Networking opportunities via ISB Executive Network Group on LinkedIn

  • Exclusive invitations to Online and Offline events like Webinars, Conferences, and Master Classes, amongst others

  • Scope to facilitate as a Guest Speaker at ISB Executive events

  • Preferential pricing with 10% discount on programme fee on ISB Executive Education programmes

  • Upgrade to ISB Executive Alumni Group with 100+ learning hours

Important Dates

Application Deadline 24th Oct 2023
Program Start Date 7th Nov 2023

Fees Details

Program Fees INR 1,80,000
Certificate Details
Upon successfully completing the programme with a minimum 70% score, you will be awarded a certificate in Digital Marketing and Analytics from ISB Executive Education.

Sample Certificate

Key points about this program.

  • 128 Pre-Recorded Videos For Self-paced Learning from top ISB Faculty

  • 20 Assignments & quizzes

  • 6+ Case Studies

  • 10+ Discussion Boards

  • 13 Online Sessions with industry practitioners

  • 4 Simulations
Apply By: 24th Oct 2023
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About the Institute

The Indian School of Business (ISB) emerged in response to the growing demand for a world-class business school in Asia. Since its establishment in 2001, ISB has garnered prestigious accreditations, including the Association of MBAs (AMBA), EFMD Quality Improvement System (EQUIS), and the Association to Advance Collegiate Schools of Business (AACSB), attaining the coveted triple-crown status. AMBA accreditation signifies the pinnacle of achievement in postgraduate business education. ISB's executive programs have consistently been ranked as the best in India and hold the 32nd position globally in the Financial Times (FT) Executive Education Custom 2022 Ranking, showcasing its commitment to delivering exceptional business education and fostering leadership development.

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