IIM INDORE CERTIFICATE PROGRAMME IN DIGITAL MARKETING & STRATEGY

1. NO BATTLE CAN BE WON WITHOUT STRATEGY IIM INDORE CERTIFICATE PROGRAMME IN DIGITAL MARKETING & STRATEGY

2. People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.” – Brian Halligan CEO, Hubspot, Inc.

3. Index 01 4 The Digital Marketing Imperative 02 5 India’s Developing Digital Environment 03 6 Acing the Digital Marketing Strategy 04 7 About the Programme 05 8 Programme Content 06 11 Pedagogy, Programme Delivery & Eligibility 07 12 Programme Schedule 08 13 Assessment & Evaluation 09 14 ???????????????????????????????????? 10 15 ????????????????????????????? 11 16 Programme Fees, Instalment Schedule & Important Dates 12 17 About Indian Institute of Management Indore

4. The Digital Marketing Imperative As a marketer, you have to connect with your customers at the right time and at the right place. Today, that right place is digital media and consumers are almost always online. The digital media has transformed into a fully grown market and an important source for ???????????????????????????????????????????????????????????????????????????????????????????? expanding digital advertising industry, digital marketing excellence can contribute ???????????????????????????????????????????????????? DIGITAL ADVERTISING MARKET SIZE ?????? 2020 $ 322.5 Billion 2027 $ 640.2 Billion Source: www.prnewswire.com INDIA 2019 ` 13,683 Crore 2022 ` 28,249 Crore 2025 ` 58,550 Crore Source: https://dentsu.in Digital media is no longer a medium, but a way of doing business. -Ashish Bhasin, Dentsu Aegis Network Digital is the King Digital accounted for almost 80% of marketing channel budgets in 2020 across paid, owned and earned channels. Source: Gartner’s CMO Spend Survey Research 20-21 04 DIGITAL MARKETING & STRATEGY PROGRAMME

5. India’s Developing Digital Environment In an enabling and evolving digital environment, you need a well-studied and crafted digital marketing strategy to be able to create value for yourself and your organisation and derive maximum advantage from the impending opportunity. 31.6% Of 5 hours, 24 minutes of total daily media time to be spent on digital by adults in 2021 20+ LAKH Demand for digital marketing professionals in 2020 2ND LARGEST 50% Internet user base in the world, next only to China Internet penetration in the beginning of 2020, i.e., half the population uses internet 400 One of the Top 15 MILLION+ People using social media platforms, as of January 2020 Emerging job roles in India was that of a ‘Digital Marketing Specialist’ in 2020 1 BILLION Internet users by 2025 Source: www.analyticsinsight.net, www. eMarketer.com, indiaeducationdiary.in, www.linkedin.com 05 DIGITAL MARKETING & STRATEGY PROGRAMME

6. Acing the Digital Marketing Strategy Even in 2021, almost half (45%) of companies don't yet have a planned digital marketing strategy. (Source: www.smartinsights.com) WHAT? A digital marketing strategy is a plan that ???????????????????????????????????????????? goals through carefully selected online marketing channels such as paid, earned, and owned media. (Source: https://blog.hubspot.com) WHY? Although a substantial share of marketing budgets is being allocated to digital marketing, many digital marketers are not ????? ??? ??????? ???? ???????? ??????? ????? digital marketing due to absence of or ineffective digital marketing strategies. Today’s business environment being hypercompetitive, as a marketer, you have to plan, implement and assess the outcome of your advertising and marketing efforts. You need a coordinated multichannel approach in the form of a digital marketing strategy to have the ??????????????????????????????????????????????????????????????????????????????????????????? ???????????????????????????????????????????????????????????????????????????????????????????? & Strategy (CPDMS). IIM INDORE’S CERTIFICATE PROGRAMME IN DIGITAL MARKETING & STRATEGY Master Digital Marketing ????????????????? Strategy Align with Larger Marketing Goals Make Money out of Digital 06 DIGITAL MARKETING & STRATEGY PROGRAMME

7. About the Programme ???????????????????????????????????????????????????????????? ?????????????????????????????????????????????????????????????????????????????????????????? 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 participants understand the basic concepts of marketing, understand how these apply in the digital world, take a deep dive into all relevant applications, get a hands-on exposure to tools, learn how to use analytics to ???????????????????????????????????????????????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????????????????????????????????? than basic business acumen and an understanding of their relevant industries. Over a period of 11 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 HIGHLIGHTS Coverage from strategy creation to implementation Deep dive into the minds of the consumers Conceptual understanding of digital and social media applications Exposure to tools Capstone project – real-time campaign project 07 DIGITAL MARKETING & STRATEGY PROGRAMME

8. Programme Content The programme curriculum comprises the following modules*: 01 Strategy Orientation and Course Introduction • Introduction to Marketing Management • Marketing in the Internet Era • Understanding the Consumer • Consumer Journey Mapping • Digital Marketing Landscape 02 • Exploring the STP Process • Understanding Customer Value • Elements of Product Policy, Pricing, Distribution and Promotion • Selling and Acquiring Customers • Managing Relationships 03 • • • • 04 • Understanding how they work • Search Engine Marketing • Search Engine Optimisation • Google Ads – Search Engine Tool • Keyword Planning and Research 05 • • Social Media Campaign Introduction (WOM Campaigns, Ad Campaigns, Engagement via Communities, etc.) • • • Facebook, Instagram, Twitter, LinkedIn and YouTube Induction Module : Digital Marketing & Basics of Marketing Brand Management in a Digital World Search Engines Social Media 08 DIGITAL MARKETING & STRATEGY PROGRAMME

9. 06 Display Advertising • Understanding the Role of Display Ads in the Consumer Journey • Google Ecosystem: Webpages, Apps and YouTube • Native Ads on Social Media Platforms • Remarketing • E-commerce Platforms and Review Aggregators 07 Other Campaign Areas • Email Campaigns ?????????????????????? • Mobile Platforms: Geo-location-based Strategies, Mobile-enabled Content Strategies, Apps • Websites, Landing Pages and Microsites 08 Digital and Social Media Strategy • Understanding IMC ??????????????????? • Planning: STP and Formulating Objectives • Planning: Media and Content • Execution: Campaign Testing and Execution • Execution: Spending Decisions ???????????????????????????????????????????????????????????????? 09 Digital and Social Media Analytics • Understanding Data Types in Digital and Social Media • Frameworks for Evaluation: ROI, CLV, CPM, CPC, CPA, Community Engagement, etc. • Social Listening to Understand an Organisation’s Reach and Sentiment • Attribution Issues • Using Quantitative Data: Methods and Tools such as Clustering, Forecasting, etc. • Using Qualitative Data: Methods and Tools for Social Listening, Mining, NLP ????????????????????????????????????????????????????????????????????????????????? Development and Advertising Messaging • Learning Key Technologies and Techniques used in Mining Consumer Data • Applying Principles of Predictive Modelling to Digital Marketing Initiatives ??????????????????????? 10 Consumer Centric Content Development and Engagement Strategy for Digital Ecosystem • Creating Content with Customer at Centre • Mapping Customer Journey and Improving their Experience • Content Management Process 09 DIGITAL MARKETING & STRATEGY PROGRAMME

10. 11 Digital and Social Media in Marketing Applications • Customer Acquisition and Sales • Customer Retention • Customer Relationship Management • Online Reputation Management 12 Introduction to Programmatic Way of Digital Advertising • Marketing Automation to Engage Customers • AI/ML Applications and Customer Lifecycle 13 14 Road Ahead • Implementing Digital Marketing Tools and Techniques in your Organisation • Leading and Managing Digital Marketing Teams Capstone Project • Overview of the Project • Project Deliverable Scheduling • Project Execution Support • Project Evaluation *Note • Each session shall be of 75 minutes duration • Courses are subject to change 10 DIGITAL MARKETING & STRATEGY PROGRAMME

11. PEDAGOGY • A mix of classroom and online sessions will be used for delivering the classes • During the classes, there would be a mix of lectures, case studies, simulations and demonstration of tools, depending on the topic of discussion • In addition to attending interactive sessions, participants have to undertake ????????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????????????????? real-time campaign PROGRAMME DELIVERY •Courses will be delivered through online mode using an appropriate technology-synchronised 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, reference materials, etc., for each course • They may also interact with the concerned faculty through e-mails/chat mode • The academic sessions will start from June 2021 Eligibility Criteria • Diploma (10+2+3)/Bachelor’s Degree (10+2+3 or 10+2+4) or its equivalent or 2 years Master’s Degree or its equivalent from institutions or universities ???????????????????????????????????? • Minimum 50%???????????????????????????????????????????????????????????????? Masters or equivalent • Minimum two years of work experience post completion of qualifying education 11 DIGITAL MARKETING & STRATEGY PROGRAMME

12. PROGRAMME 11 months Duration Who Should Attend The programme is most suitable for: • Entrepreneurs and self-employed (including CAMPUS IMMERSION professionals who aim to enhance their business potential/reach using digital and social media • Senior executives who aim to plan/implement digital marketing campaigns in their organisations 3-day on-campus module at IIM Indore • Senior executives who are facing challenges in the traditional-digital transformation • Digital marketers who aim to understand the concepts of strategy formulation Class SCHEDULE Saturday, First Session: 3:00 p.m. to 4:15 p.m. Saturday, Second Session: 4:30 p.m. to 5:45 p.m. • Agency executives who aim to refresh their understanding of mapping client briefs to consumer research, ideation and execution in the digital world • Executives who have exposure to digital marketing tools but wish to develop deeper understanding of the ideation, strategising and execution of a campaign • Executives who have started their careers and wish to create a digital marketing portfolio 12 DIGITAL MARKETING & STRATEGY PROGRAMME

13. Evaluation MethodologY 10% 40% On-campus Module Evaluation (Test) Capstone Project (Group) 25% Mid-term Presentation (Group PPT) 25% End-term Assessment (Test) • Performance of participants will be monitored on a continuous evaluation basis through ???????????????????????????????????????????? • The participant is required to score minimum marks/grades as decided by the institute from time-to-time to complete the course Attendance Criteria Participants are expected to attend all sessions of a given course Participants may take leave on account of emergencies, participation in management festivals, co-curricular activities, etc., subject to the approval of the Programme Coordinator Programme Coordinator However, 75% minimum attendance requirement would be considered for ???????????????? 13 DIGITAL MARKETING & STRATEGY PROGRAMME

14. Certification ????????????????????????????????????????????????????????????????????????????????? Alumni Status Benefits from IIM Indore • The participants who complete the programme successfully will be eligible for the Executive Education Alumni status of IIM Indore • They will be required to apply separately along with the necessary fee to register their name for IIM Indore Executive Education Alumni ?????????????????????????????????????????????????????????? a. Communication of brochures and newsletters from IIM Indore b. Access to the IIM Indore Campus Library (onsite access only) ? ???????????????????????????????????? 14 DIGITAL MARKETING & STRATEGY PROGRAMME

15. Programme Directors' ProfileS Prof. Subin is an Associate Professor in the Marketing area at IIM Indore. He completed his Fellow Program in Management (FPM) from the Indian Institute of ??????????? ?????????? ???????? ???? ????????? ?????????? ???????? ????????? ?????????? ????? ??? ??????? ?????? Research in Marketing, Management, and Digital Marketing. Prof. Subin earned ???? ???? ???? ??????? ?????? ???????? ????? ???? ??????? University. He has been associated with various ????????????????????????????????????????????????????????? IIM Trichy, Institute for Financial Management and Research (IFMR), Institute for Customer Relationship Management (iCRM), Tata Elxsi Limited, and Wipro Technologies. Prof. Subin has participated in various academic conferences and doctoral consortiums, and also ???????? ????????? ????? ???? ?????????????? ??? ??????? development projects. Customer Relationship Prof. Subin Sudhir ________________ _____________ Prof. Sudipta is a PhD (Marketing) from IIM Ahmedabad. He is primarily interested in research concerning consumer behaviour, consumer psychology, and consumer decision-making. His research has been published in the ACR North American Advances and the ????????????????????????????????????????????????????? his other research works have been invited for revision and resubmission in the Journal of Consumer Research and the Journal of the Academy of Marketing Science. He completed his graduation from Karnataka ????????????????????????????????????????????????????????? ???? ??????????????? ???? ??????? ???? ???? ????? ???? ?????????????????????????????????????????????????????? Prof. Sudipta served in the corporate sector for close to 12 years before joining the Fellow Programme in Management at IIM Ahmedabad. Prof. Sudipta Mandal ________________ _____________ 15 DIGITAL MARKETING & STRATEGY PROGRAMME

16. Programme Fees FEE PARTICULARS AMOUNT ₹5,500 + GST Programme Fee ₹1,60,000 + GST* Campus Visit Fee ₹12,500 + GST Total Fees `1,72,500 + GST *Note: • Participant, at the time of application, pays ₹10,000+GST which includes ₹5,500 towards Registration Fee and ₹4,500 towards Programme Fee. In case a participant’s participant and ₹2,500 of the Application Fee is non-refundable • All Fees are payable directly to BCCL is rejected by IIM Indore, ₹7,500 is refunded to the Instalment Schedule At the Time of Applica ₹4,500 ₹43,000 10th September, 2021 ₹45,000 10th December, 2021 ₹40,000 10th February, 2022 ₹40,000 Total Fees (Excluding Registration Fees) ₹1,72,500 *GST additional as applicable. Important Dates Date for 1st Session Date of 1st Instalment Payment Within one week of 26th June, 2021 18th March, 2021 Application Closure Date 19th June, 2021 Date for Academic Orientation May 2022 Tentative Programme End Date APPLY NOW 16 DIGITAL MARKETING & STRATEGY PROGRAMME

17. About Indian Institute of Management Indore The Indian Institute of Management Indore (IIM-I) is an autonomous public business school located in Indore, Madhya Pradesh, India. Instituted in 1996, IIM Indore is the sixth addition to the Indian Institute of Management (IIM) family of management schools. IIM Indore is recognised as one of the premier management institutions, comparable to the best in the world for teaching, research and interaction with industries. It is an institute of national importance under the Indian Institutes of Management Act 2017. Spread over 194 acres, IIM Indore stands with pride, with the Triple Crown of triple ????????????????????????????????????????????????????????????????????????????????????????? ????????? ??????? ????? ???? ?????? ??? ?????? ???? ?????? ???? ??????? ????? ???? ????? ???????? Improvement System (EQUIS) by EFMD, the globally recognised international organisation for management development, in December 2019. As of August 2020, the 'Triple Crown' has been received by only 102 business schools globally. IIM Indore is the second IIM in the nation to receive triple accreditations. With a mission to be a contextually relevant business school with world-class academic standards that develops socially-conscious managers, leaders and entrepreneurs, IIM Indore is one of the fastest growing institutions in India today. The institute has bagged a position in Top 100 in FT Rankings 2019 and stands at Rank 7 in the NIRF Rankings 2020. 17 DIGITAL MARKETING & STRATEGY PROGRAMME

18. IIM INDORE Prabandh Shikhar, Rau - Pithampur Rd, Indore, Madhya Pradesh - 453556 1800-270-5400