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Old October 4th, 2017, 04:37 PM
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Join Date: May 2011
Default Re: IIM Lucknow Digital Marketing

As you are looking for information about Executive Programme On Digital & Social Media Marketing Strategy (EPDSMMS) offering by IIM Lucknow, so here I am providing complete information:

Executive Programme On Digital & Social Media Marketing Strategy (EPDSMMS)

Prof. Ramendra Singh
Prof. Indranil Bose

6 Months
(Three modules of approximately two months each.)

Programme Fee: Rs 1,44,000/- + (Applicable Taxes)
Campus Visit Fee: Rs 66,000/- + (Applicable Taxes)

Graduate / Post-Graduate degree with minimum 50% marks

At least 2 years of experience in media, advertising, start-ups, social or digital media, e-commerce

November 2017


Module 1: On-campus (42 hours)
Understanding the strategic need for digital and social media marketing
Firm and its resources and capabilities
Competitive strategy in the digital era
Customer value, satisfaction and relationships
Customers’ buying behavior
Market segmentation and targeting
Product & brand management
Sales & distribution management
Advertising and sales promotion
Integrated marketing communications
Understanding the digital era through social, mobile, analytics and cloud
Digital disruption in marketing
Digital models for branding, sales, advertising and customer management
Agility and customer centricity through digital technologies
Web, mobile and social channels for marketing and their co-ordination

Module 2: Online in D2D mode (60 hours)
Execution plans for digital and social media marketing
Content management for web and social channels
Web pages and banner advertisements
Email and SMS marketing
Blog marketing
Mobile marketing
Inbound marketing
User generated content
Electronic word of mouth and viral marketing
Influencer management
Campaign management
Social listening and social media marketing
Social channel management
Business intelligence and dashboards for marketing applications
Machine learning for customer analytics using analytics tools
Classification, clustering and market basket analysis
Predictive analytics for marketing
Organic and sponsored search advertising
Search engine optimization
Web behavior understanding using web analytics tools
Social media analytics tools and techniques

Module 3: On-campus (33 hours)
Assessing the impact of digital and social media marketing
Creating a road map for digital marketing initiatives
Integrating offline and online channels through digital marketing
Best practices in digital and social media marketing
Understanding ROI for digital marketing projects
Digital marketing project management
Innovation for digital marketing
Strategic role of Big Data in digital marketing
Emerging technologies for digital marketing
Funding, championing and sustaining digital marketing initiatives
Leading and managing digital marketing teams
Experience sharing and project presentations

Diamond Harbour Road
Joka, Kolkata (Calcutta) - 700104
West Bengal
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