Certificate Programme in Digital Marketing and Strategy (Batch 07)
Associate for Technical and Student Support:
TimesPro, A Division of Bennett, Coleman & Co. Ltd.
Programme Overview
The Certificate Programme in Digital Marketing& Strategy is aimed at providing a comprehensive understanding of the use of digital, social media and mobile applications for marketing applications. The focus of the programme is to help the participant understand the basic concepts of marketing, understanding how these apply in the digital world, take a deep dive into all relevant applications, hands-on exposure to tools, learn how to use analytics to evaluate marketing efforts, and be proficient to strategize a digital marketing campaign on their own. Participants will not need any prerequisites to participate in the certificate programme, other than basic business acumen and an understanding of their relevant industries. Over a period of 12 months, the participants will cover a variety of topics which are systematically designed to enhance their understanding of marketing, digital and social media campaigns, application platforms, relevant tools, analytics methods, and strategy formulation which will provide the aforementioned comprehensive understanding of the discipline.
Programme USP
- Deep dive into the minds of the consumer
- Conceptual understanding of digital and social media applications
- Coverage from Strategy creation to implementation
- Simulation
- Understanding of Digital Marketing Analysis
Programme Contents
| Pre-module 1: Introduction to Marketing | Intro to Marketing Management, Marketing mix: 4 Ps of marketing |
| Marketing research methods and techniques | |
| Industry insight: Consumer research & the art of asking better questions | |
| Consumer behavior analysis | |
| Consumer lifetime value (CLV) | |
| Segmentation, targeting and positioning (STP) | |
| Introduction to branding | |
| Industry insight: Brand Management In The Digital World | |
| Integration of Sales and Marketing Management | |
| MS Excel (basic and Advanced) | |
| Pre-module 2: Introduction to Digital Marketing | Understanding digital business models |
| Digital marketing strategy | |
| Introduction to search engines for marketing applications | |
| Introduction to social media marketing | |
| Online reputation management and online brands | |
| Pre-module 3: Analytics Fundamentals | Why Business Analytics? |
| Business Analytics Life Cycle – CRISP DM | |
| Descriptive and Inferential Analytics | |
| Predictive and Prescriptive Analytics | |
| Data Analysis using MS Excel | |
| Tools Covered: Excel | |
| Module 1 – Fundamentals of Digital Marketing | Overview of digital marketing landscape |
| Key concepts in digital marketing, | |
| Tool- Google Analytics | |
| Digital marketing trends | |
| Importance in digital marketing for business growth and profitability | |
| Introduction to web analytics | |
| Tools – Hubspot, Google Ads | |
| Module 2 – Search Engine Optimization and Marketing (SEO/SEM) | Basics of SEO |
| Keyword research and analysis strategies | |
| On-page optimization techniques | |
| Off-page optimization strategies and link building | |
| Pay-per-click (PPC) advertising fundamentals | |
| Ad rank algorithms and ad extensions | |
| Search engine marketing | |
| Paid search | |
| Tools – Semrush ,Google Trends | |
| Module 3 – Social Media Marketing | Social media dynamics, consumer behaviour, and channels |
| Building tribes and communities | |
| Social media landscape and platforms overview | |
| Social media tools | |
| Social media and online reputation management | |
| Digital stores, human-centred design, product operating model | |
| Creating engaging content strategies | |
| Building Customer Engagement Through Social Media | |
| Tools -Linked in, FB, Twetter ad manager | |
| Module 4 – Content Marketing | Fundamentals of Content Marketing |
| Applications and use cases of content marketing | |
| User-generated content (UGC) | |
| Influencer marketing | |
| Brand engagement on social media | |
| User data analysis (qualitative and quantitative) | |
| Content promotion tools: Buzzsumo, Taboola, Outbrain, etc. | |
| Introduction to AI tools for Content creation | |
| Module 5 – Display Advertising, Remarketing and Other tools | Online advertising principles and fundamentals |
| Websites, landing pages, and microsites | |
| Advertising through Instagram, Facebook, LinkedIn, and Twitter | |
| Analytics, attribution modelling, and marketing optimisation | |
| Privacy and online marketing | |
| Programmatic advertising | |
| Module 6 – Branding & Integrated Marketing Communication (IMC) | Fundamentals for Marketing Communictaion |
| Brands and brand management | |
| Brand equity | |
| Managing brands in the long run | |
| IMC – what, why, and how? | |
| Developing an IMC plan | |
| Executing and evaluating IMC plan | |
| Module 7 – Crafting and Executing Digital Strategy | Crafting a Digital Strategy that Works |
| Integrating Digital, Social, and Mobile with Traditional Channels | |
| Hands-on Digital Strategy Development Project | |
| Key Assumptions and Frameworks of Digital Strategy |
| Module 8 – Digital Marketing Analytics | Introduction to Digital Marketing Analytics | |
| Budget Allocation Decisions | ||
| Evaluating WOM Campaigns | ||
| Attribution Modelling | ||
| Social Listening and Analytics | ||
| Introduction to Analytics Tools | ||
| Selected Tool(s) for Analytics in Marketing | ||
| Market Basket Analysis | ||
| NLP-based Tools for Sentiment Analysis | ||
| Module 9 – AI in Digital Marketing | Overview of ML and AI Techniques | |
| Applications of ML and AI in Digital Marketing | ||
| Introduction to Big Data Analytics | ||
| Understanding Web Analytics | ||
| Search Engine Optimisation/Search Engine Marketing | ||
| AI driven personalization in Marketing | ||
| Module 10 – Data visualization for decision making | Introduction to data visualization, Tableau and Power BI | |
| Module 11 – Digital Marketing Performance Measurement and RoI | Measuring and evaluating digital campaigns | |
| Setting KPIs and objectives | ||
| CLV analysis | ||
| ROI measurement and attribution | ||
| Dashboards and reporting | ||
| Module 12 – Marketing: The road ahead in a digital world | Customer Relationship Management | |
| Business to Business Marketing | ||
| Marketing of Services | ||
| New Product Development using Digital Platforms | ||
| Innovations in Digital Marketing | ||
| Module 13: B2B Marketing | What is B2B marketing and how it is different from B2C Marketing | |
| Introduction to B2B marketing Environment | ||
| Categories of B2B marketing communications | ||
| B2B tactic – Email | ||
| B2B tactic – Content Marketing | ||
| How B2B marketing is changing | ||
| What’s working now in B2B marketing | ||
| Capstone Project | ||
| Industry Insights | Demystifying Offline and Digital Customer Experience | |
| The 3 A’S Of Marketing – Agility, Ability & Authenticity | ||
| Consumer research & the art of asking better questions | ||
| Brand Management In The Digital World | ||
| Case study – IKEA Market entry Strategy | ||
| Moment Marketing : Digital Customer Journey | ||
| Consistency and Timeless Marketing: Beating Fleeting Trends | ||
| Pharma Marketing_Moving Beyond Drugs | ||
| Nordstrom Case Study | ||
| Content is King: Crafting Narratives for Iconic Brand Building | ||
| Leveraging Customer Intelligence and Data Analytics for growth | ||
| Fragile Markets and Agile Customers: Marketing Research’s Relevance | ||
| Consistency and Timeless Marketing: Beating Fleeting Trends | ||
| Desiging Customer Experiences: Building Brand Loyalties | ||
| Customer Centricity And Digital Innovations | ||
| Case Spot – Parathawallas | ||
| Industry Insights – Leadership | What’s new in human behaviour_LLL_Part 1 & 2 | |
| Leadership and Storytelling | ||
| New essentials of Leadership/Inspired Leadership For Inspiring Results | ||
| Inspired Leadership For Inspiring Results_Part 1 | ||
| Creating and managing High performance team | Establishing team goals and metrics for success | |
| Theories of Motivation – Part 1 | ||
| Theories of Motivation – Part 2 | ||
| Motivation_Caselet | ||
| Motivation techniques for team performance | ||
| Role of Communication in Team Dynamics | ||
| Components of Effective Team Communication | ||
| Monitoring and evaluating team performance | ||
Note: Medium of instruction: English, Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/adapted to fit the participant profile & programme hours.
Duration & Number of Session Hours
Duration: 12 Months
Number of Hours: ~150
On-campus orientation module of 3 days duration: around 12 sessions
One or two sessions from some of the courses will become part of the on-campus orientation module. In case the on-campus module is not conducted due to Covid situation, the same will be included in the total number of sessions.
*The programme duration may be slightly extended due to the issues like faculty unavailability and gazetted holidays on the session days.
How the Courses will be delivered:
Courses will be delivered through on-line mode using an appropriate technology Synchronized platform. Lectures will be delivered through broadband based technology involving two-way audio and video communication. Sessions will be held once in a week, generally on weekends. Participants can attend sessions directly from their desktop/laptop (Direct-2-device). Participants will be provided reading materials etc. for each course, as and when required. They may also interact with the concerned faculty through e-mails/ chat mode.
The academic sessions will start from August 2025. Sessions will be held on every Sunday
First Session: 2:30 PM to 3:45 PM (IST)
Second Session: 4:00PM to 5:15 PM (IST)
*Third Session: 7:00 PM- 8:15 PM (IST)
*Some sessions will be scheduled on Weekdays (7:00 PM- 8:15 PM) for timely completion of the programme
The time gap between two consecutive sessions is to give the participants a break. On some days, the classes may extend beyond the mentioned time. In addition to attending interactive sessions, participants have to undertake online quizzes, assignments, and examinations
Programme Activity Timelines
| Application Closure | August 2025 |
| Estimated date for Academic Orientation | August 2025 |
| Tentative Programme End Date | August 2026 |
Pedagogy
The pedagogy will be a judicious mix of lectures, case discussions, project work, term papers, and assignments etc.
Assessment
Performance of participants will be monitored on a continuous evaluation basis through quizzes, assignments, tests and examinations. The participant is required to score minimum marks/grades as decided by the Institute from time to time to complete the course.
Certification
- Successful Completion Certificate by IIM Indore in a valedictory ceremony to be held on the campus.
- * Sample certificate is indicative. The Institute reserves the right to revise it.
- **The Completion certificate will only be awarded to participants who complete the programme evolution and
Eligibility Criteria
- Diploma (10+2+3)/ Graduate / Post Graduate from Universities recognized by Association of Indian Universities with minimum 50% marks in either Diploma or graduation or post-graduation (or its equivalent) with at least two years of work experience.
- *Internships and Trainee experiences are not considered as Full-time work experience
Total Fees and Payment Schedule*
| Particulars | Amount INR |
| Registration Fee/Application Fee | 10,000 |
| 1st Instalment payable at the time of admission (excluding GST) | 45,500 |
| 2nd Instalment – 10th November 2025 (excluding GST) | 40,000 |
| 3rd Instalment – 10th February 2026 (excluding GST) | 40,000 |
| 4th Instalment – 10th May 2026 (excluding GST) | 37,500 |
| Total Fee (exclusive of bank charges of INR 3,000 & GST) | 1,70,000 |
| Overall Fees (including GST @ 18% and Bank Charges of INR 3,000) | 2,03,600 |
* In case of participants paying fees via NEFT, RTGS, IMPS, Cheque, DD will get a waiver of 1.5% (upto INR 3,000 /-) on the Overall fees of INR 2,03,600/-.
* In case a participant profile is rejected by the Institute, INR 2,500/- of the application fee is non-refundable.
*Exact Dates will be notified later.
Student Privileges
The participants who will complete the programme successfully will be eligible for the Executive Education Alumni status of IIM Indore. They will require to apply separately along with the necessary fee to register their name. Current alumni membership plans are as follows:
- 2-year membership – INR 1000/- + applicable taxes,
- Lifetime membership – INR 10,000/- + applicable taxes,
Benefits available to Executive Education Alumni: 1) Communication of brochures and newsletters from IIM Indore, 2) Access to the IIM Indore Campus Library (onsite access only), 3) Official email ID of the institute.
Mere successful completion of the programme, application submission, and fee does not entitle a participant to be eligible for executive education alumni status. IIM Indore reserves the right to confer or withhold executive education alumni status.
IIM Indore reserves the right to modify the above conditions at its discretion at any time without notice.
Only the courts at Indore, India will have the territorial jurisdiction to try any disputes arising in respect of the Executive Alumni membership being granted.
For more details contact: olpoffice@iimidr.ac.in
Tel.: 0731-2439676 / 0731-2439739
Please note that IIM Indore reserves the right to change the programme design, format, number of sessions, certificate format, terms in the programme or can incorporate any such change deemed necessary by the institute without prior intimation