Executive Programme in Digital Marketing: Applications and Analytics
- IIM Lucknow Executive Alumni Status*
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.
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Why enrol in Live Online Learning?
Executive Programme in Digital Marketing: Applications and Analytics
| Other DM programmes (online via recorded lectures)
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|---|---|---|
All Classes are delivered in a live online format by IIML faculty & industry experts | ||
Campus Immersion: Face to face sessions at IIML Campus for 3 days | ||
Executive Alumni status | ||
Peer to peer learning through weekly interactions with other participants |
$786.2 B
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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
Note: 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.
The IIM Lucknow Advantage
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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
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.
Framework of the Programme
Understand changing dynamics of marketing mix in digital era; gain exposure to transformations in marketing; build customer relationships through superior quality, satisfaction, and value
Explore marketing funnel, various digital channels, and multichannel marketing hubs; understand the nuances of integrated marketing communication and mass communication
Map customer journey; analyse customer networks in the digital world; capture customer wants by omnichannel touchpoint mapping; understand users' interactions with brand and benefits of behavioural marketing
Delve into psychological, sociological and cultural consumer behaviour; enhance decision making by examining customer's perception; understand the macro and micro factors influencing consumer behaviour and explore the role of influencers and customer lifestyle
Develop digital marketing plan by understanding cost of acquisition and conversion; take closer look at targeting strategies, content strategy and market positioning and repositioning; explore brand management strategies for increased engagement
Learn the importance of agile marketing; enhance your SEO and SEM skills to optimize for web traffic; fuel marketing through engagement via communities and Co-Creation
Develop higher understanding of how to leverage social media marketing, viral marketing, email marketing, content marketing, video marketing, guerrilla marketing, event triggered marketing, affiliate marketing, among others; Efficiently manage channel portfolio, content creation and its distribution
Develop higher understanding of how to leverage social media marketing, viral marketing, email marketing, content marketing, video marketing, guerrilla marketing, event triggered marketing, affiliate marketing, among others; Efficiently manage channel portfolio, content creation and its distribution
Analyse important evaluation metrices of a campaign and measure CLV, CPM, CPC, CPA, and other parameters to investigate ROI; understand the techniques of A/B testing and split testing; Perform post campaign analysis to gain key insights
Gain exposure to various data acquisition strategies, research frameworks and tools; grasp the process of marketing analytics and learn to perform predictive and prescriptive analytics; explore web and google analytics; understand web-scraping and text-mining
Leverage emerging technologies and IoT for marketing automation and marketing intelligence; appreciate importance of real-time marketing; learn customer journey analytics and mobile marketing analytics
Note:
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.
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...
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...
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.
Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Lucknow.
Emeritus Career Services
Career Management Modules on:
Building an Impressive Resume & Cover Letter
Building an Impressive LinkedIn Profile
Navigating Job Search
Interview Preparation
Job placement assistance from partner companies are published, applied to, and tracked to success via an online platform. Job Placement Assistance Process:
Step 1 – Student’s pre-registration survey
Step 2 – Placement readiness test
Step 3 – Final registrations
Step 4 – One-on-one Resume sessions with pre-screened candidates
Step 5 – Job Posting, Interviews, Feedback
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.
The Learning Experience
Join a global community of 300,000+ professionals across 200 countries who have advanced their careers with Emeritus. In a recent survey, 9 out of 10 learners said their expectations were met or exceeded.
From day one, you’ll get access to carefully designed course material, live interactions, and a structured cohort-based journey that keeps you on track. Our approach blends flexibility with accountability—so you don’t just start, you finish strong.
And you’re never on your own. A dedicated program support team is available 7 days a week to guide you with platform queries, technical support, or any learning-related questions—so you can focus on what really matters: your growth.
A dedicated programme support team is available 7 days a week to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.
Early registrations are encouraged. Seats fill up quickly!
Flexible payment options available.
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