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The programme will include lectures structured around seven modules as follows:

Module I: Business, marketing & e-marketing

  • What is digital marketing?

  • Advantages of digital medium over other media

  • Digital medium in today's marketing plan

Module II: Search marketing

  • Basics of search marketing: organic & paid search results

  • Overview of Google AdWords

  • Keyword research and analysis

  • Tracking the success of SEM

  • Search Engine Optimization techniques

  • On-page & Off-page optimization

Module III: Web analytics

  • Digital measurement landscape

  • Introduction to Google Analytics

  • Interpreting the data in Google Analytics

Module IV: Social media marketing

  • Different social media channels

  • Social media for various businesses: B2C & B2B

  • Measuring social media ROI

  • Content marketing: Storytelling in social media

Module V: Email marketing

  • The basics of email marketing

  • The concept of A/B testing & its use in email marketing

Module VI: Display marketing

  • Different kinds of display marketing

  • The display marketing ecosystem

  • Retargeting & dynamic retargeting

Module VII: Mobile Marketing

  • Different kinds of mobile marketing

  • The mobile marketing ecosystem

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