OVERVIEW

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.

KEY BENEFITS

  • 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

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

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  • STARTS ON

    5 September 2020

  • DURATION

    6 Months
    (Live Online Sessions)

  • PROGRAM FEE

    INR 85,000 + GST (Early Bird Fee, applicable till Jul 21, 2020)
    INR 1,00,000 + GST (Standard Fee, applicable from Jul 22, 2020)

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

syllabus

  • Introduction to Digital Marketing
  • Why care about Digital Marketing?
  • Inbound Marketing Funnel & Customer Journey
  • Inbound Vs. Outbound
  • Digital Marketing Channels
  • Owned, Earned & Paid Media
  • What is Content Marketing
  • Buyer Persona
  • The Purchase Funnel / Buying Stages
  • Types of Content – Blogs, eBook, Case Study, Video, Infographics
  • Basics of Blogging
  • What is Social Media Marketing
  • Social Media Statistics
  • Facebook
  • Twitter
  • Instagram
  • LinkedIn
  • Snapchat
  • Pinterest
  • Why Video?
  • OTT Video Platforms
  • Video Marketing for B2C Businesses
  • Video Marketing for B2B Businesses
  • YouTube
  • How Search Engines Work – Indexing & Crawling basics, Optimising crawl budget
  • Introduction to SEO
  • Keyword Research
  • HTML Basics
  • On-page SEO
  • Technical SEO
  • Mobile SEO
  • Schema Markups
  • Link Building
  • Social SEO
  • Local SEO
  • International SEO
  • Log file Analysis
  • SEO Audits
  • SEO Tools
  • Algorithm Updates
  • Consumer Journey
  • What is Search Engine Marketing
  • What is Google Ads
  • Google Ads Basics
  • Keywords
  • Bidding
  • Search Network Campaigns
  • Google Display Network Campaigns
  • Conversion Tracking
  • Remarketing
  • Mobile Ad Campaigns
  • Reporting & Management
  • Google Ads Account Audit
  • Introduction to Marketing on Facebook
  • Ads Manager
  • Business Manager
  • Facebook Ad Campaign Types & Objectives
  • Audience Targeting
  • Ad Formats
  • Placement Options
  • Budgeting & Scheduling
  • Brand Awareness Campaigns
  • eCommerce / Online Sales Campaigns
  • Driving In-store Sales
  • Lead Generation Campaigns
  • Facebook Pixel
  • Facebook SDK
  • Reach & Frequency Buying
  • 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
  • Programmatic Direct vs. RTB
  • Programmatic Workflow
  • Targeting Strategies in Programmatic
  • Digital Ad Fraud
  • Email Marketing Basics
  • Email Reputation
  • Conversion Optimisation Basics
  • Introducing Google Analytics
  • The Google Analytics layout
  • Basic Reporting
  • Basic Campaign and Conversion Tracking
  • Data Collection and Processing
  • Setting Up Data Collection and Configuration
  • Advanced Analysis Tools and Techniques
  • Advanced Marketing Tools
  • Overview of the Business Analytics
  • Introduction to Application to Analytics
  • Introduction to Customer Analytics
  • What is Descriptive Analytics?
  • Descriptive Data Collection: Survey Overview
  • Descriptive Data Collection: Net Promoter Score and Self-Reports
  • Descriptive Data Collection: Survey Design
  • Passive Data Collection
  • Media Planning
  • Data Visualisation
  • Causal Data Collection and Summary
  • 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

PROGRAM FACULTY

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.

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 Optimisation (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
September 5, 2020 6 Months Live Online Sessions INR 85,000 + GST (Early Bird Fee, applicable till Jul 21, 2020)
INR 1,00,000 + GST (Standard Fee, applicable from Jul 22, 2020)
Deadline Application Fee
Round 1 Jun 22, 2020 -
Round 2 Jul 21, 2020 -
Round 3 Aug 21, 2020 -
Remarks Instalment Amount
Instalment 1 Within 7 days of selection INR 42,500 + GST (Early Bird Fee)
INR 50,000 + GST (Standard Fee)
Instalment 2 10 days prior to the program start date INR 42,500 + GST (Early Bird Fee)
INR 50,000 + 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

SYSTEM REQUIREMENTS TO ATTEND A LIVE ONLINE CLASSES
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.