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About Programme

Digital and social media hold the keys to marketing most effectively and efficiently today and in the future. Succeeding in this complex and noisy arena requires an understanding of the best practices of these new media keeping customer centricity and competitive advantage as its guiding principles.

This programme has been designed to introduce you to the top-level strategies used by businesses for marketing across social and digital media. You will also learn how to deploy advanced analytics tools to drive more intelligent marketing. You will master measurement to assess campaign success by tapping into today’s mega-trends.

Attending this programme will help you master powerful tools like A/B testing, digital attribution, social listening, big data and the social graph for external and internal business innovation. You will understand how to critically examine how to deploy AI and Machine Learning to predict user behaviour to drive business outcomes.

Programme Start Date & Duration

TBD

Programme Fee

TBD

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How does this Live Virtual programme help?

Our Executive education is redesigned for a radically different world. This programme blends the rigour of the rich and advanced curriculum by our global faculty with the ease and flexibility of digital learning. Leveraging digital platforms, we will provide real-time learning so you can immediately apply many advanced skills, relevant for the uncertain times we live in.

LIVE Virtual Classrooms

Experience a new way of immersive learning through group discussions, case reviews, peer networking and engaging dialogues.

Certificate

Gain an official certificate of completion, awarded by the Centre for Executive Education at ISB, a prestigious B-School ranked among the best in the world.

Research-Based Teaching

Learn at India’s most research-productive B-School. Gain from the advanced, up-to-date research being conducted by world-class faculty at ISB.

Alumni network

Expand your network with ISB’s 40,000+ high-performing alumni community. Join this group of senior executives and entrepreneurs spread across the entire world.

Adaptable

Learn how to deliver added value to all partners and stakeholders while you juggle the new work-life balance from the safety of your home.

Real-world application

Learn real-world skills that you can immediately apply to push the innovation agenda at your organisation, giving it a distinct advantage over competitors

Who should attend?

Professionals responsible for executing digital marketing strategies and formulating new digital initiatives for their organisations will benefit from attending this programme. 

Benefits

  1. Identify new and emerging opportunities in the digital arena
  2. Learn critical and creative thinking skills to drive measurable success
  3. Gain a sophisticated understanding of new media channels
  4. Connect effectively with your customers across social media
  5. Enhance customer engagement and improve customer experience 

Orientation

  • Participant and faculty introductions
  • Setting individual expectations and learning outcomes
  • Overview of the modules being covered in the programme

Module 1

  • Understand the role of digital with respect to traditional marketing media mix strategies
  • Develop a digital vision and goal for your company by learning about the new digital marketing framework
  • Gain insights on the changes in the consumer decision journey, identify consumer’s moment of truth
  • Customer personas and audience tribes

Module 2

  • Make most of Search Engine Marketing (SEM) 
  • Understand the differences between Search Engine Optimisation (SEO) and SEM
  • Learn about lead generation by harnessing owned media 
  • Develop an effective SEM strategy 

Module 3

  • Understand the role of data and testing strategies
  • Develop a data strategy that balances short-term needs with long-term objectives (brand building) and building a case for attribution
  • Introduction to causal inference, A/B testing, and split testing

Module 4

  • Gain an overview of social media marketing strategies
  • Understand Viral and Influencer Marketing
  • Use social network theory to understand and target influencers
  • Predict who is going to respond to a promotion
  • Develop predictive strategies for consumer engagement with Big Data, AI and ML

Module 5

  • Social media listening, targeting, and personalisation based on data
  • Revisit the consumer-decision journey and use it to describe how you can leverage social media or content marketing for your business most effectively
  • Discover the importance of content dissemination using social media

Module 6

  • Understand the trade-offs presented by hyper-personalisation in the digital world
  • Gain insights into mobile advertising and targeting strategies
  • Learn to evolve a balanced digital communication strategy
  • Discover content creation for various phases of the customer journey

Module 7

  • Gain insights into pricing, search advertising, display advertising, and social media strategies
  • Understand the different measures and KPIs used to define, measure, and track outcomes in order to quantify business impact

Meet the Faculty

Madhu Viswanathan Assistant Professor of Marketing, ISB.

Professor Viswanathan received his PhD from the University of Minnesota, Twin Cities and his undergraduate from BITS, Pilani. His research work focuses on the role of distribution channels, B2B relationships, sales force compensation and its impact on marketing mix elements like prices and assortments. His work has been published in premier marketing journals and he has consulted with companies spanning a wide range of industries including retail, insurance and healthcare.

Sudhir Voleti Associate Professor, Marketing; Associate Dean, Faculty Alignment and Registrar’s Office (FARO) at ISB.

Sudhir’s research focuses on combining data with econometric and statistical methods to explain phenomena of marketing interest such as evolution in the equity of brands across time, valuation of brands using secondary sales data, the sales impact of geographic and abstract distances between products and markets and the performance, productivity and benchmarking of salesforce organisations.

Manish Gangwar Associate Professor, Marketing, ISB; Associate Dean - Research and RCI Management, ISB; Executive Director, ASCL.

Professor Manish was recently recognised as one of the most prominent data science academicians in India. His research articles have been published in leading academic journals, books chapters and popular media. He has developed theoretical models for optimally pricing fast-moving consumer goods under competition and nonlinear pricing for subscription models.

What is the secret to impactful digital marketing?

Lead decisively in an uncertain world.

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