Invite Your Colleague and Save INR 17,700
DURATION 10 Months Live Online Sessions with Faculty 3 hours/ Sunday 10:00 AM to 1:00 PM
PROGRAMME FEE INR 1,77,000 + GST View Payment Plan Special Corporate Enrolment Pricing
ELIGIBILITY Any Graduate (10+2+3)/Diploma holder (10+2+3)/Postgraduate with a minimum of 1 year of work experience as of June 30, 2022 Minimum of 50% marks in Graduation/Diploma/Postgraduate degree
DURATION 10 Months Live Online Sessions with Faculty 3 hours/ Sunday 10:00 AM to 1:00 PM
PROGRAMME FEE INR 1,77,000 + GST View Payment Plan Special Corporate Enrolment Pricing
Why enroll for the Digital Marketing programme IIML DMAA (live online lectures with faculty) Other DM programmes (online via recorded lectures)
All Classes are delivered in a live online format by IIML faculty & industry experts
Campus Immersion: Face to face sessions at IIML Campus for 2 days
Executive Alumni status
Peer to peer learning through weekly interactions with other participants

Programme Overview

With a blend of live online sessions and on-campus immersion, IIM Lucknow's Executive Programme in Digital Marketing: Applications and Analytics will help you identify and develop effective metrics to evaluate and boost ROI, and optimize campaigns and enhance customer engagement through marketing analytics and robust integrated digital marketing strategies in today's digital business world.

  • $786.2 B

    The Global Digital Advertising and Marketing Market is projected to Reach $786.2 Billion by 2026

    (Global Industry Analysts, 2021)
  • 72%

    of overall marketing budgets get put towards digital marketing channels

    (Gartner’s Annual CMO Spend Survey, 2021)
  • 93%

    of marketers say video has helped them increased brand awareness

    (Wyzowl Video Survey, 2022)

Programme Highlights

Explore experiential learning experience through Live online and On Campus Immersions

Gain Practical Insights from High Impact Industry Relevant Capstone Project

Receive a Certificate of Completion from IIM Lucknow

Learn with renowned IIM Lucknow Faculty, and Emeritus industry practitioners

Learning via Real-world Business Applications & Industry Case Studies

Be eligible for lifelong IIM Lucknow Executive Alumni Status* and expand your professional network


Tools-Softwares Covered
Tools-Softwares Covered

- These are suggested tools that could be covered in this programme, which could change subject to faculty discretion.

Who is this Programme for?

  • This programme has been designed to help you develop the digital marketing skills and strategies required to engage with 21st-century digital customers through multiple digital marketing channels and drive customer acquisition.
  • The programme is best suited for mid-career professionals keen on enhancing their digital marketing and analytics capabilities and looking to develop a strategic mindset around digital marketing to drive and deliver business success.
  • Additionally, professionals looking to drive integrated, customer-centric digital strategies by leveraging contemporary digital marketing practices & techniques and data-driven decision-making abilities for organic business growth, will benefit from this programme.

Learning Outcomes

  • Understand industry best practices and tools in the digital marketing ecosystem and contribute to company success
  • Understand consumer behaviour and the marketing funnel to thrive in the era of digital marketing
  • Evaluate digital marketing channels, develop channel strategy, and optimise resources through strategic decision making
  • Leverage consumer analytics to drive the performance of digital campaigns and enhance customer engagement
  • Understand essential digital marketing techniques for effective revenue-generating strategies
  • Build effective metrics to monitor and improve digital marketing activities for organic business growth
More Less

IIM Lucknow Executive Alumni Benefits

Upon completion of the programme, participants will need to register with a one-time registration fee of INR 10,000 + GST to receive the prestigious IIM Lucknow Executive Alumni Status (optional). The benefits include:

  • Executive Alumni status of the Indian Institute of Management Lucknow
  • Receipt of all IIM Lucknow programme brochures and newsletters along with details of souvenirs available with MDP Office
  • Lifelong access to a network of distinguished IIM Lucknow Executive Alumni
  • Access to the IIM Lucknow Campus Library (onsite access)
  • 10% discount in fee for any additional programme (Open programme, Online) at IIM Lucknow
  • 10% group discount on the fee for reference of participants (minimum group of five)

Note: The Executive Alumni benefits are subject to the discretion of IIM Lucknow.

Programme Modules

  • Introduction to Marketing and Transformations in Marketing
  • STPs, 7 Ps and dynamic marketing mix
  • Integrated Marketing Communication and Mass Communication
  • Building Customer Relationships - Customer Satisfaction, Quality, and Value
  • Digital Marketing Channels and Marketing Funnel
  • Right mix of Digital and Traditional Marketing
  • Multichannel Marketing Hubs
  • Customer Journey and its Mapping
  • Psychological, Sociological and Cultural behaviour
  • Customer's Perception and Decision-making process
  • Influencers, Customer Lifestyle, and Micro and Macro factors influencing CB
  • Customer Networks in Digital World
  • Omni-Channel Journey and Behaviour Marketing
  • Developing Digital Marketing Plan
  • Acquisition Cost and Conversion cost
  • Targeting Strategies
  • Agile Marketing
  • Content strategy and Market Positioning
  • Web Traffic, SEO and SEM
  • Engagement via Communities and Co-Creation
  • Brand Management Strategies for Increased Engagement
  • Content Marketing and Email Marketing
  • Social Media Marketing and Viral Marketing
  • Video Marketing and Guerrilla Marketing
  • Content Creation and Distribution
  • Event Triggered Marketing
  • Affiliate Marketing
  • Managing Digital Marketing Channel Portfolio
  • Digital Marketing Tools
  • Customer Persona
  • Launching Effective Paid Ad campaigns
  • Google Ads
  • Factors deciding Campaign Design
  • Measuring ROI, CLV, CPM, CPC, CPA
  • A/B Testing and Split Testing
  • Post Campaign Analysis
  • Data Acquisition Strategies
  • Research Frameworks and Tools
  • Marketing Analytics Processes
  • Predictive and Prescriptive Analytics
  • Web and Google Analytics
  • Marketing Automation and Leveraging IoT
  • AI and Marketing Intelligence
  • Real-Time Marketing and Customer Journey Analytics
  • Social Analytics and Mobile Marketing Analytics
  • Web Scraping and Text Mining

- Modules/ topics are indicative only, and the suggested time and sequence may be dropped/ modified/ adapted to fit the total programme hours.
- Schedule will be announced closer to programme start.

Emeritus Career Services

As part of the programme, you will also get access to Emeritus Career Services, which empowers you to manage your career proactively.

Career Services image
Career Services image
  • Three 90-minute workshops from career management industry experts
  • Job placement assistance from partner companies are published, applied to, and tracked to success via an online platform
  • Past participants of Emeritus work at Microsoft, ICICI Bank, Infosys, HDFC, AirBnB, TCS, Ola, Flipkart, JSW, Wipro, Honeywell, JP Morgan, Reliance Jio, Mahindra, Gartner, Accenture, Cognizant, amongst others

Please note:

  • This service is available only for Indian residents enrolled into select Emeritus programmes.
  • IIM Lucknow or Emeritus do NOT promise or guarantee a job or progression in your current job. Career Services is only offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered by Emeritus. IIM Lucknow is NOT involved in any way and makes no commitments regarding the Career Services mentioned here.

Programme Directors


Associate Professor, Marketing

Indian Institute of Management Lucknow

Dr Prem Dewani’s work relates to the role of emotions in long-term customer relations, conditional promotions, and pricing. He has taught Pricing Strategy, Promotions Strategy, Consumer Behavior and Marketing Management to MBA students and Consumer Behavior and Marketing Theory to Doctoral students for the last five years. He has also trained leaders in these areas. His research is published in such leading international journals like Journal of Retailing and Consumer Services, Journal of International Business Education, and more.

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Assistant Professor, Marketing

Indian Institute of Management Lucknow

Dr Priyanka Sharma is an Assistant Professor in the Department of Digital Marketing. Her main focus is in the domain of Business-to-Business marketing in relation to the buyer behaviour, the role of brands, and technological interventions in explaining inter-organizational relationships. She has taught Marketing Management and B2B Marketing to MBA students. Dr Priyanka has also trained industry leaders in the areas of B2B Marketing, Digital Marketing, and Marketing Research. Her research has been published in leading international journals such as the Journal of Marketing Intelligence and Planning, Journal of Marketing Theory and Practice etc. She has close to 9 years of corporate experience working in Oracle, Infosys and UST Global.

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Programme Certificate

On successful completion of the programme, with a minimum 70% attendance and COPM (Cumulative Overall Percentage of Marks) of 50% and above, participants will be awarded a Certificate of Successful Completion. If a participant doesn’t fulfil these criteria, then he/she will be given a Certificate of Participation from IIM Lucknow. If a participant has less than 40% attendance, no certificate will be awarded.

Sample Certificate
Sample Certificate

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Lucknow.

Early applications encouraged. Limited seats are available.

View Payment Plan
Special Corporate Enrolment Pricing

Round 1: The first application deadline is
TBD and the fee to apply is INR 1,500 + GST

Round 2: The second application deadline is
TBD and the fee to apply is INR 2,000 + GST

Round 3: The third application deadline is
TBD and the fee to apply is INR 2,500 + GST

Round 4: The fourth application deadline is
TBD and the fee to apply is INR 2,500 + GST

In collaboration with Emeritus

Erulearning Solutions Private Limited (a company incorporated in India) is a subsidiary of Eruditus Learning Solutions Pte Ltd (a company incorporated in Singapore), and operates under the brand name of 'Eruditus' and 'Emeritus'.