The objective is to introduce participants to the newest kid on the block in terms of media and promotion options- Digital. In addition to learning the pros and cons of using online media, the students will also learn a few operational details of how certain marketing objectives can be met through these. Starting with Digital marketing strategy, the program will cover topics such as Crowdsourcing, Web design and copy, Email marketing, Affiliate marketing, Search engine optimization, Social media strategy and Online reputation management.
Module 1: Digital Marketing Strategy and Operations
Objective: To learn to set out a digital marketing plan and ideas for operationalizing it for an organization.
- Digital Marketing Strategy
Objective: To learn about how to set up your firm’s digital marketing strategy
- Crowdsourcing: How it Works
Objective: To discuss how to make crowdsourcing work for you and to what situations it is best suited.
- Web development, Design and Copy
Objective: To learn practically about designing web copy for a given brand
Module 2: Advertising and Public Relations
Objective: To understand advertising in different digital media, and contrasting it with traditional media
- Online Advertising
To learn about various online advertising options
- Online Reputation Management
Objective: To learn how to deal with negative publicity and create positive publicity
- Pay per click advertising
Objective: To understand target-based advertising and payment system based on actual clicks
Module 3: Email, Social Media and Optimization
Objective: To learn about various social media, email, and affiliates, and their role in achieving marketing and promotion objectives
- Search Engine Optimization
Objective: To learn what is SEO and how to achieve it
- Social media strategy and channels
Objective: To understand specific social media and strategy appropriate for each
- Email marketing
Objective: To understand the nitty-gritty of using email as a marketing tool
- Affiliate Marketing
Objective: To understand third party affiliates and their role in furthering our objectives
Management Development Programmes (MDP) Office
Indian Institute of Management Indore
Prabandh Shikhar, Rau-Pithampur Road
Indore 453556, Madhya Pradesh, INDIA
Email : firstname.lastname@example.org
Tel. : +91-731-2439750, 2439752, 2439753, 24397544
Fax : +91-731-2439800
Anyone working in a company interested in understanding digital marketing to work through an agency for their organisations, or professionals/entrepreneurs who want to use this for promoting themselves.
Every class will have a case or readings (or both) associated with it. Students are expected to participate fully in preparing for the class. Regular assignments may include other readings/preparation through desk or field research, or exercises. You are required to bring a laptop.
GST, as applicable, will be additional
Prof. Subin Sudhir