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Learning Hours
In-depth Modules
Capstone Project & Case Studies
Tools
Days Campus Immersion
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.
| Why enroll for the Digital Marketing programme |  Executive Programme in Digital Marketing: Applications and Analytics |
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 3 days | ||
| Executive Alumni status | ||
| Peer to peer learning through weekly interactions with other participants |
The Global Digital Advertising and Marketing Market is projected to Reach $786.2 Billion by 2026
of overall marketing budgets get put towards digital marketing channels
of marketers say video has helped them increased brand awareness
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
Note:
- These are suggested tools that could be covered in this programme, which could change subject to faculty discretion.
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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:
Note: The Executive Alumni benefits are subject to the discretion of IIM Lucknow.
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.
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.
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.
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.
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More than 300,000 professionals globally, across 200 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded. All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes, the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner during the course period the cost of which is already included in the overall Course fee of the course.
A dedicated program 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.
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