IIM Executive Program In Strategic Digital Marketing & Analytics

What participants will learn?

The PG program embraces strategically ever-changing an individual approach toward Business, customers and competition. Classifying precious data to get-up-and-go your decision-making and executing groundbreaking and effective strategies. Maximum strength of participants come from an array of business sectors, ranging from banking and finance to IT services and products to consulting and so on…

AT THE END OF THIS MODULE, YOU WILL BE ABLE TO

Executive Alumni Status of XLRI
Executive Alumni Status University of Washington - Bothell School of Business
PG certificate from both XLRI And University of Washington-Bothell School Of Busines
Industry 4.O version.
Driving the Digital Transformation of Businesses
Lectures Imparted by Industry Experts
Weekend classes for working professional.
Designed for HR, IT, Finance, Operations and CXO level.
Pedagogy - Capstone Projects, Case Studies

Curriculum includes

Unit 1

Analytics, Competition, Digital Transformation & Strategy
Technology Environment & Its Impacts
Different Faces/Digital Strategy Through Analytics
Organizational Culture, Diversity and Ethics- I
What is Digital Transformation, why is it important and how can companies achieve it.
Living with Digital Transformation @Microsoft: The Technology, Business and Culture Framework
Current and Emerging Technologies-I
Analytics, Machine Learning, and AI-1
Project Framework Introduction
Project Intensive
Secured Digital Transformation: Partnership with McKinsey

Unit 2

Analytics, Machine Learning, and AI-II
Common Techniques of Predictive Analytics
Unstructured Analytics
Digital Marketing Framework-Salience, Authority, Engagement, Advocacy
Enhancing organic visibility(SEO), Paid search marketing(googe ads)
Content Marketing, Email Marketing(Mail Chimp)
Social Media Marketing(facebook, Instagram)
Social Media Marketing(Twitter, LinkedIn, Snapchat)
Hands on Exercise
Case Analysis
Technology and Market Leadership-1
The Digital Transformation of Contracts Management

Unit 3

Technology and Market Leadership-II
Creating Synergies
Strategic Frameworks for Creating Change
Inspiring Digital Transformation Through Creativity
Project Lab Intensive
Digital Transformation Startup Panel
What is IoT and what are their applications?
IoT Applications by Industries(Agriculture, Consumer Use, Healthcare)
IoT Applications by Industries(Insurance, Manufacturing, Retail)
IoT Applications by Industries(Transportation, Utilities/Energy)
The future of IoT and its association with technologies like ITIL, Blockchain&Big Data
FinTech Intensive

Unit 4

DNA of Digital Transformation
Digital Transformation of Business Processes
Managing Digital Risk
Covid Digital Transformation Design Challenge
Digital Transformation of Services
Co-Creation of Digital Value-
Project Lab Intensive
The Analytics Landscape at Oracle

Unit 5

People Analytics Panel
Focused Project Consultation
Healthcare Transformation Panel
Project Intensive
Robotic Process Automation @ Microsoft- The Finance Perspective
Final project preperation
Final project presentation

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Program Overview

The Strategic Digital Marketing and Analytics course is aimed at building frameworks that help managers in facilitating their marketing activities and decision making. The IIM Rohtak course will provide you with an analytical and theoretical framework to understand the emerging world of Digital Marketing and will help in learning systematic decision making based on powerful proven analytical techniques. The purpose is to understand digital marketing and build skills, knowledge and confidence in undertaking analyses.

Admission Cycle Closing
28th Feb, 2022

Duration
4 Months

Campus Immersion
IIM Rohtak

Focused Study on Digital Revolution & Trends

Designing Digital Marketing Strategies

Certifications from IIM ROHTAK

Conjoint Analysis for Product Development

Acquire Customer Behavior Segmentation Technique

Email Marketing Analytics & Google Analytics

Learn Developing a Growth Marketing Capability

Analyze Funnel Data and Understand User Behavior

Discover Translate Data-driven Insights & Marketing Strategies

Demographics Affect and Analysis

Search Engine Optimization Best Practices

Program Overview

Admission Cycle Closing 1st Slot
18th December, 2021

Duration
4 Months

Campus Immersion
IIM Rohtak

Focused Study on Digital Revolution & Trends

Designing Digital Marketing Strategies

Certifications from IIM ROHTAK

Conjoint Analysis for Product Development

Acquire Customer Behavior Segmentation Technique

Email Marketing Analytics & Google Analytics

Learn Developing a Growth Marketing Capability

Analyze Funnel Data and Understand User Behavior

Discover Translate Data-driven Insights & Marketing Strategies

Demographics Affect and Analysis

Search Engine Optimization Best Practices

Acquire Abilities on Content Management

Who Is This Program for?

Seeking for Strategic Digital Marketing Career,....Show More Traditional Digital Marketers, Businesspersons, Brand & Communication Managers, PR Professionals, Sales & Marketing Professionals. Show Less

What Will I Learn From the Program?

Digital Marketing Analytics Tools, Emerging Digital Technologies,....Show More Search Engine Optimization (SEO) Best Practices, Critical Digital Marketing Evaluations, Branding, SEM and 360 Digital Marketing Skills… Show Less

Why This Program Is Important For Me?

Internet has significantly revolutionized various aspects....Show More of a company’s operations. Not only it has obsoleted many traditional marketing strategies, it has resulted in the instant access to vast amount of information about consumers, their choice, perception about the firms and their offering. Though its role started as an alternate channel of distribution, Internet is fast intruding into core marketing domains such as advertising, sales, creation of word-of-mouth customer service, new product design and even branding. The program will make you industry Ready.... Show Less

What Are The Benefits Of Being Strategic Digital Marketing Professional?

Traditional digital marketing roles are obsolete as the emerging....Show More world of digital marketing requires professionals with digital marketing analytics skills, decision making based on powerful proven analytical techniques. Hence, you can look forward to getting into a role as Strategic Digital Marketing Manager, SEM Manager, SEO Specialist, Social Media, and Content Manager… Show Less

Term1

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Term11

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Term16

Term17

Term18

Introduction to the Course and Case Method pedagogy

Digital Revolution, Changing trends in Marketing
Rising relevance of marketing analytics

Marketing Data Analytics

Analyzing Sales
Analyzing how Demographics affect sales
Pulling data from a pivot table

Charts to Summarize Marketing Data

Combination Charts
Summarize Market Research Surveys
Making Chart Labels Dynamic
Summarizing Monthly sales – Force Rankings
Control Data in a Chart
Using Sparklines
Creating the End- of – Week Sales Report

Estimating Demand Curves and Optimize Price, Price Bundling

Estimating Linear and Power Demand Curves
Optimize Pricing
Pricing Using Subjectively Estimated Demand Curves
Pricing Multiple Products
Why Bundling
Find Optimal Bundle Prices

Conjoint Analysis for product development

Conjoint Analysis Exercise from the Handout (to be distributed before class In-class Exercise)

Calculating Customer Lifetime Value and Online Market Segmentation

In-class Exercise

Digital Marketing Planning and Strategy

Aligning Digital Strategy with Business Objectives
Target markets and creating digital personas
Understanding User Behavior and reaching target audiences digitally
Designing Digital Marketing Strategy

Content Marketing

Engagement of People and Probable Customers
Managing Content on different Platforms

Digital promotions: Sponsored Search Marketing

Overview of Google Ad-words
Ad-words Account Structure, Ad Creating Formats
Targeting Methods
Advanced Search Network Advertising, Keyword Planner

Regression and Correlation

Multiple Regression to forecast sales
Modeling Trend and Seasonality
Ratio to Moving Average Method
Winter’s Method

Positioning Analytics – how to position your brands/ companies

Case: The Evolution of Brand India, 2014, Ivey Publishing

Customer choice Analytics

Display Email and Mobile Advertising

Display Targeting Methods
Display Ad Planner
Email Design and Functionality
Email Marketing Analytics
Email Optimization And Testing

Social Media Marketing

Leveraging Social Media Platforms
Measuring ROI of Social Media Platforms

Website Optimization & Web Analytics

Functional Design and Layouts
Optimizing UI/UX
Landing Page Design
Website Tools

Social & E – commerce

M- Commerce and Social Commerce
E- Tailing

Integrated Media Planning: Combining Offline and Online

Overview
Strategies and Techniques

Project Discussion

Project Presentations

TERM 1: Introduction to the Course and Case Method pedagogy

TERM 2: Regression and Correlation

TERM 3: Marketing Data Analytics

TERM 4: Positioning Analytics – how to position your brands/ companies

TERM 5: Charts to Summarize Marketing Data

TERM 6: Customer choice Analytics

TERM 7: Estimating Demand Curves and Optimize Price, Price Bundling

TERM 8: Display Email and Mobile Advertising

TERM 9: Conjoint Analysis for product development

TERM 10: Social Media Marketing

TERM 11: Calculating Customer Lifetime Value and Online Market Segmentation

TERM 12: Website Optimization & Web Analytics

TERM 13: Digital Marketing Planning and Strategy

TERM 14: Social & E – commerce

TERM 15: Content Marketing

TERM 16: Integrated Media Planning: Combining Offline and Online

TERM 17: Digital promotions: Sponsored Search Marketing

TERM 18: Project Discussion

Dr. Neha Bhardwaj

Ph.D : FMS, Delhi

Dr. Neha Bhardwaj is a faculty in the Marketing area at IIM, Rohtak. She has her doctorate from Faculty of Management Studies (FMS), University of Delhi. She completed her MBA from IBS, Hyderabad and her Bachelors in Technology (B.Tech) from Himachal Pradesh University. She was awarded the Junior Research Fellowship from the UGC in 2012. Prior to joining IIM Rohtak, Neha worked as a faculty member for over 5 years, teaching management students. Neha has published papers in reputed international journals as well as presented her work at reputed international and national conferences.

Professionals will gain theoretical & practical understanding of Strategic Digital Marketing & Analytics with new emerging technologies and tools.

70% attendance in the live sessions is the minimum eligibility to obtain the certificate.

Learn social media tools

Enrollment Fee – INR 20,000 (+ GST )

Instalment 1 Fee – INR 20,000 (+ GST)

Instalment 2 Fee – INR 20,000 (+ GST)

Admission Process

Online Application

Profile Shortlisting

Enrollment process

Enrollment

Mr. Himanshu Gogia
5+ Years Experience in the Banking Industry

Ms. Nilima Gurnani,
Business Analyst, Capgemini

Mr. Piyush Sharma
Batch Of 2019-2020

Ms. Divya Manocha
Pursued the Executive PGDM, 2019

Ms. Pooja Singh
pursued the Executive PGDM course

Particulars	Amount (in INR)
Tution Fees	7,68,000
Text Book / Reading Material	30,000
Student Activities/ Welfare	12,000
Library Fee	26,000
Lodging (single AC Room)	2,10,000
Boarding	1,38,000
Subtotal	1,38,000
Security Deposit	10,000
Alumni - Life Membership	6,000

Particulars	Amount (in USD)
Tution Fees	11,300
Text Book / Reading Material	450
Student Activities/ Welfare	200
Library Fee	350
Lodging (single AC Room)	3,000
Boarding	2,000
Subtotal	17,300
Security Deposit	100
Alumni - Life Membership	100

I’m Interested in this Program

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Interface with Industry Experts
Faculty with Rich Academic and Industry Experience
Comprehensive and rigorous programme from IIM
Peer group learning

I’m Interested in this Program

By clicking Apply Now, you agree to our terms and conditions and our privacy policy.

CURRICULUM

What participants will learn?

Detailed Curriculum

AT THE END OF THIS MODULE, YOU WILL BE ABLE TO

CERTIFICATE