Marketing in today's digital-first world is powered by dynamic trends, technology, and metrics that have made digital marketing not just an essential skill to stay relevant but also to stay ahead of the competitors. When powered by analytics, digital marketing can persuade customers, improve brand awareness, and multiply revenue.

As customer behaviour and media habits shift towards digital platforms and tools, businesses can gain a competitive advantage from processing and analysing large-scale consumer data and user insights to drive business performance and impact. Also, as digital ad spends trump traditional marketing and advertising budgets globally, the demand for skilled digital marketing and analytics professionals is outstripping supply.

IIT Bombay's Certificate Program in Digital Marketing and Applied Analytics provides an immersive learning experience in gaining a comprehensive understanding of digital marketing platforms and tools as well as techniques and metrics. This program delivered via live online sessions will enable marketing, sales, business professionals and entrepreneurs to expand their organisation's market share through digital marketing and learn how to measure and predict their digital marketing ROI to accelerate business growth.


  • Develop unique and comprehensive digital marketing strategies ranging across digital marketing platforms
  • Design persuasive online advertising campaigns to launch new products or brands, or incentivise offline consumer buying
  • Use descriptive, predictive and prescriptive analytical models to estimate or predict return on investments in digital marketing
  • Allocate funds and streamline efforts across various marketing channels to meet marketing or business objectives
  • Take advantage of latest analytics trends to increase digital marketing reach and growth


Certificate Program in Digital Marketing and Applied Analytics - Certificate Click to view certificate



      27 March 2021


      6 Months
      (Live Online Sessions
      Every Saturday: 12:15 PM to 3:15 PM)


      INR 89,000 + GST (Early Bird Fee till Feb 22, 2021)
      INR 1,04,000 + GST (Standard Fee from Feb 23, 2021)

    Who is this Program For

    IIT Bombay’s Certificate Program in Digital Marketing and Applied Analytics is a six-month career booster that will empower you to improve reach and boost conversions. You will walk away with an enhanced knowledge of digital marketing and the ability to use marketing analytics to develop comprehensive digital marketing strategies and optimise ROI for business growth and success.

    This program will be highly beneficial for:

    • Early professionals who want to enter or are looking to switch from an existing field into digital marketing
    • Traditional marketers, sales, communications, and brand managers keen on developing digital marketing skillset
    • Digital marketers wanting to expand their perspectives by learning new-age digital platforms & tools along with analytics
    • Leaders & Consultants who want to develop a strategic mindset that revolves around digital marketing & analytics strategy as the pathway to growth
    • Small business owners and entrepreneurs who want to utilise digital marketing strategies and analytics to expand their business
    • ELIGIBILITY - Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a recognised university (UGC/ AICTE/ DEC/ AIU/ State Government/ recognised international universities) in any discipline with minimum 1 year of work experience (after graduation)

    Program Modules & Faculty


    • Introduction to Digital Marketing
    • Why care about Digital Marketing?
    • Inbound Marketing Funnel & Customer Journey
    • Inbound Vs. Outbound
    • Internet Traffic Blueprint
    • Owned, Earned & Paid Media
    • What is Content Marketing
    • Buyer Persona
    • The Purchase Funnel / Buying Stages
    • Types of Content – Blogs, eBook, Case Study, Video, Infographics
    • Content Clusters
    • Content Marketing Strategy
    • Why is Blogging Important?
    • Creating a Successful Blog Post
    • Case Study Discussion: River Pools & Spa
    • Social Media Statistics
    • Overview of Social Media Platforms (Facebook, Twitter, Instagram, LinkedIn, Snapchat, Pinterest)
    • Facebook: Business Pages, Groups, Case Studies
    • Twitter: Basics, Case Studies
    • Instagram: Statistics, Creating a Profile, Engagement, Growing Follower Base, Local & Global Case Studies
    • LinkedIn: Company Pages, Personal Profiles, Content Strategy, Case Studies
    • How Search Engines Work – Indexing & Crawling Basics, Optimizing Crawl Budget
    • Introduction to SEO
    • Keyword Research
    • On-page SEO
    • Link Building
    • Social SEO
    • Consumer Journey
    • What is Search Engine Marketing
    • What are Google Ads
    • Google Ads Basics
    • Keywords
    • Bidding
    • Search Network Campaigns
    • Google Display Network Campaigns
    • Introduction to Marketing on Facebook
    • Ads Manager
    • Business Manager
    • Facebook Ad Campaign Types & Objectives
    • Audience Targeting
    • Ad Formats
    • Placement Options
    • Budgeting & Scheduling
    • Facebook Campaign Types
    • Facebook Pixel
    • Instagram Marketing
    • Facebook Ad Reporting & Measurement
    • Introduction to LinkedIn Advertising
    • Campaign Types
    • Targeting the Right Prospects
    • Account Based Marketing
    • What is Programmatic Buying
    • Programmatic vs. Traditional Media Buying
    • Programmatic Workflow
    • Email Marketing Basics
    • Why Email Marketing
    • Email Delivery Journey – SPF, Authentication,
    • Reputation, Delivery
    • Email Service Providers – Active Campaign
    • Demo
    • Email Reputation
    • Conversion Optimisation Basics – AB Testing, Multivariate Testing, Urgency Play, Copywriting
    • Landing Page Optimisation Techniques
    • E-commerce Conversion Optimisation
    • Introducing Google Analytics
    • Basic Reporting – Audience, Acquisition,
      Behavior reports
    • Basic Campaign and Conversion Tracking
    • Data Collection and Processing
    • Traction Thinking
    • Digital Marketing Tools
    • OKR Framework for Digital Marketing
    • Why Video?
    • Video Marketing for B2C Businesses
    • Video Marketing for B2B Businesses
    • YouTube: Creating Presence, Exploring Features (live streaming, video uploads, etc.), Generating Organic Views
    • OTT Video Platforms
    • Introduction to Podcasts
    • Case Study Discussion
    • What is Business/ Market Research
    • Research Designs
    • Population & Sampling
    • Scaling
    • Data collection
    • From Data to Analysis: Analytics
    • Introduction to Application to Analytics
    • Introduction to Customer Analytics
    • Descriptive Data Collection
    • Descriptive Data Collection: Survey Design
    • Passive Data Collection
    • Causal Data Collection and Summary
    • Data Visualisation
    • Descriptive Analytics tools
    • Asking Predictive Questions
    • Regression Analysis
    • Part 1: The Demand Curve Regression Analysis
    • Part 2: Making Predictions Beyond Period 2
    • Making Predictions Using a Data Set
    • Data Set Predictions
    • Probability Models: Implementation of the Model
    • Results and Predictions
    • Using the Data to Maximise Revenue
    • Parameters of the Model
    • Market Structure Competition and Online Advertising Models

    Note: There will be use of simulation in the program for integrated learning.


    Prof. Dinesh Sharma
    Prof. Dinesh Sharma

    Associate Professor, Marketing

    Prof. Sharma comes with diverse experience in marketing – as a practitioner, researcher and teacher. His areas of interest in teaching are marketing strategy, marketing research, brand management, sales and distribution management. His areas of interest in research are marketing strategy, consumer value and brands. He has published papers in many peer-reviewed international journals and also has written case studies.

    Prof. Vinish Kathuria
    Prof. Vinish Kathuria

    Professor SJMSOM, IIT Bombay

    Ph.D., Indira Gandhi Institute of Development Research (Deemed University), Mumbai

    Dr. Vinish Kathuria is a Professor at Shailesh J. Mehta School of Management. His teaching and research activities relate to economics mainly in the fields of Industrial Economics, Energy Economics, Economics of Regulation and Economics of pollution. In 2012 he was awarded Mahalanobis Memorial Medal (National) Award 2010 in the area of Quantitative Economics. Before joining SJM SOM, he was on Fulbright Senior Researcher fellowship to University of Colorado, Boulder (US). He has several publications in international journals. He has pursued his post-doc from University of Gothenburg, Sweden His thesis was short-listed by UNESCO for its Management of Social Transformation (MOST) award in the year 2000-01.

    Nilesh Satpute
    Nilesh Satpute

    Guest Faculty

    Nilesh Satpute is a Cloud Computing, Analytics, and Mobility consultant. He has worked with companies like Hexaware, Netsuite, IBM and Hewlett-Packard and is an entrepreneur who helps customers in their technology transformation journey. He has been working in the field of technology for 14 years during which he co-founded JBDON.com, an e-learning startup, which had 100,000+ subscribers at its peak. He is also the founder of Applied Cloud Computing, a company which works with 125+ engineers and 100+ Clients such as India’s largest banks, NBFCs, media houses, and stock exchanges. He has been a visiting faculty for Big Data at IIM Sirmaur since 2018 and has taken sessions on Big Data and Analytics at Shailesh J. Mehta School of Management, IIT Bombay since 2016.

    Mandar Marathe
    Mandar Marathe

    Guest Faculty

    Mandar Marathe is a Digital Marketing consultant with cross-functional, hands-on expertise in digital marketing across Search Engine Optimization (SEO), Google, Facebook, LinkedIn ads and content marketing. In his 12-year-long career, he has worked with Infosys, US-bases Digitas, and Reprise Media. In 2013, he started Briefkase, his own digital marketing agency. Since then, he has been a digital marketing consultant to over 100 startups & SMEs, helping them find new customers and grow exponentially through SEO, Google, Facebook, LinkedIn ads and content Marketing. He has been the visiting faculty for Digital Marketing at IIM Sirmaur and the Great Lakes Institute of Management, Chennai since 2018 and is teaching Digital Marketing, as guest faculty, at Shailesh J. Mehta School of Management, IIT Bombay since 2011.

    Program Fee

    Dates Length Location Tuition Fees
    March 27, 2021 6 Months Live Online Sessions
    Every Saturday: 12:15 PM to 3:15 PM
    INR 89,000 + GST (Early Bird Fee)
    INR 1,04,000 + GST (Standard Fee)
    Deadline Application Fee
    Round 1 Feb 22, 2021 -
    Round 2 Mar 17, 2021 -
    Remarks Instalment Amount
    Instalment 1 Within 7 days of selection INR 50,000 + GST
    Instalment 2 Apr 7, 2021 INR 39,000 + GST (Early Bird Fee)
    INR 54,000 + GST (Standard Fee)

    Student Loan Details

    We currently do not offer Student Loans for this program. However, we are working on providing an option and will alert you as soon as it is made available.


    System Requirements

    This programme includes live online classes. To attend a live online class you will need to have a PC/Laptop/Mac with

    • Speakers and microphone: built-in or a USB plug-in or wireless Bluetooth
    • Webcam: built-in or USB plug-in
    • Processor: with Dual Core 2Ghz or higher (i3/i5/i7 or AMD equivalent)
    • RAM: 4 GB or higher
    • OS: Either MacOS 10.7 or higher OR Windows 8 or higher
    • An internet connection: Minimum bandwidth of 3.0 Mbps (up/down)
    • Browser: IE 11+, Edge 12+, Firefox 27+, Chrome 30+
    • Zoom software client installed on your PC/Laptop/Mac

    We use the Zoom software application to conduct live online classes. Zoom works on a variety of PCs/Laptops/Mac systems and also on phones and tablets. You can join your live online class from a phone or tablet if it supports the Zoom client. We recommend that you attend classes from a PC/Laptop/Mac.