Executive Programme in Digital Marketing

Program Overview

Program Summary:Download Brochure

• This program is intended for executives or teams of professionals employed in marketing, advertising, branding, communications or sales that want to gain skills of engaging in marketing on the web using latest digital marketing techniques. It is also suitable for individuals seeking to employ digital marketing to advance their individual careers.
• The scope of this course is digital marketing – that is, what is commonly known as internet marketing as well as mobile marketing. There are two equally important objectives of the course:
  • To gain an in-depth understanding of what constitutes digital marketing and appreciate the skills required to run a digital marketing program, and
  • To understand the role of digital marketing in the larger context of marketing, business and industry and be exposed to the strategic use of it as a measurable, actionable and effective marketing program.
• With these two objectives, students will be exposed to the skills and the perspectives to think strategically and achieve specific marketing goals using digital marketing, like customer acquisition, loyalty, brand building, market entry, customer insight, new product development and content generation.
• By the end of this course, participants will have had the opportunity to:
  • Understand the basics of digital marketing
  • Develop a comprehensive digital marketing strategy
  • Appreciate how to use new media such as mobile, search and social networking
  • Know the measurement techniques used in evaluating digital marketing efforts
  • Learn the importance of ongoing reading and following of industry publications given the dynamic and rapidly changing digital landscape
  • Understand and know the ethical and legislation impacting digital marketing

Course Benefits:

• Opportunity to earn Certificate of Completion or Certificate of Participation from XLRI
• Access to Online Simulation game for practical learning on Email marketing, SEO, SEM and Content Marketing.
• Knowledge imparted through case studies and class exercises to develop hands on skills that can be applied to practical scenarios.
• Course content and structure designed entirely by XLRI
• Lectures imparted by eminent faculty from XLRI and Industry experts.
• Fully online program with LIVE interactive lectures that provides a “real” classroom experience in a “virtual” environment.
• In the event that students misses the LIVE lecture, he/she can request “On Demand” access to the recorded session.
• Seamless technology that can transmit lecture videos effectively at home broadband connection of 512 kbps.
• User friendly and easy to use technology interface. No complicated hardware or software installations required.
• Virtual classrooms that allow for active interactions with other fellow students and faculty
• Convenient late evening classes to suit working professionals
• Students on our virtual social learning platform are provided access to course presentations, case studies and other learning aids and reference materials as applicable for specified courses.
• Students can raise questions and doubts either real time during the live class or offline through the Cloud Campus.

Who Should Attend

• Interns or early professionals who want to enhance their knowledge in online marketing methods and want to know how to engage effectively with social media.
• Working professionals with roles in Sales, Marketing, Business Development, Branding, Advertising, Communications and Digital Marketing who have specific responsibilities to market their products and services worldwide through online medium.
• Professionals in fields like Customer Relations, Product Development, HR, Consultation, PR etc. who have an increasing need to understand and employ digital marketing to increase reach and improve efficiencies.
• Business Heads with responsibility to identify innovative marketing channels and leverage the online medium for growth and outreach.
• Entrepreneurs and Business Owners who have an ambition to create and establish their business presence globally through digital marketing.

Duration of the Course: March 2016 to July 2016

Batch Number: DM-02-0316-01 and DM-02-0316-02

Important Dates:

Curriculum (Content)

The course will be divided in 4 sub sections:

• Introduction and understanding Digital Marketing Strategy
  • What is digital platform
  • How it is different from other medium
• Keeping a Tab on Listening Digitally and learning
  • Social Media marketing
  • Content Marketing
• Connecting with Audiences through Digital Channels and Search
  • SEM
  • SEO
  • Email Marketing
• Creating Value through Digital Interface
  • Mobile Marketing
• **Project work and Presentations (Only applicable to students opting for Certification for Completion. Students will be formed into groups and will be given 10 minutes to present their project in front of the faculty. Real time feedback will be given.)

Faculty Profile:

• Prof. Arpita Srivastava
  • BSc; M.A. [English Literature], MBA, PGDJMC, FPM (MDI, Gurgaon)

Fee Structure

Program Fee:

• Additional Service tax applicable for Indian residents.

Installment Structure:

• For Participants Opting for Certificate of Completion

Admission Process

Apply for the course of your choice in three easy steps:-

• Do your research before selecting the course that interests you from the wide range of courses available.
• Complete your application form.
• Make payment to apply for the course of a particular college and finish the application process.
• You will receive a confirmation mail from the respective institute right away. In case the college is closed for new applicants, you can simply register for the course and you would be apprised of the updates from the institute through mails.