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.
Program faculty: Dr. Rajendra Nargundkar will be the program coordinator. Other resources will include IIM Indore faculty/Guest faculty from industry.
Module 1: Digital Marketing Strategy and Operations
Objective: To learn to set out a digital marketing plan and ideas for operationalizing it for an
- Digital Marketing Strategy
Objective: To learn about how to set up your firm’s digital marketing strategy
Readings: Relevant chapters of Reference
Case: To be announced
- Crowdsourcing: How it Works
Objective: To discuss how to make crowdsourcing work for you and to what situations it is best suited.
Exercise: Find Crowdsourcing stories from India. One per group.
- Web development, Design and Copy
Objective: To learn practically about designing web copy for a given brand
Exercise: Develop web copy for your company
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
Case Study: Hyundai & Media Mind
Reading: Relevant chapter of Reference
- Online Reputation Management
Objective: To learn how to deal with negative publicity and create positive publicity
Cases: Dell Hell/Woolworths
Exercise: Identify and discuss recent PR disasters/successes
Reading: Chapter 17
- Pay per click advertising
Objective: To understand target-based advertising and payment system based on actual clicks
Case: Digital Marketing of IIM Indore Programs
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
Case: City Lofts/Ten Motion
Readings: Chapters 10, 11 of Text
- Social media strategy and channels
Objective: To understand specific social media and strategy appropriate for each
Readings: Relevant chapters from reference
- Email marketing
Objective: To understand the nitty-gritty of using email as a marketing tool
Case: Canadian Tourism Commission
Exercise: Write a persuasive email for your target customer
- Affiliate Marketing
Objective: To understand third party affiliates and their role in furthering our objectives
Reading: Relevant chapter of reference
Exercise: Make a Youtube video/Podcast and present to the class in last session.
- E-Marketing by Rob Stokes, 5th edition will be the major reference. It is free for individual download. Cases from various sources including the book and original cases written by the faculty will be used. The link -
- Social Media Marketing by Tracy Tuten and Michael Solomon, Sage, 2015.
Management Development Programmes (MDP) Office
Indian Institute of Management Indore
Prabandh Shikhar, Rau-Pithampur Road
Indore 453556, Madhya Pradesh, INDIA
Email : email@example.com
Tel. : +91-731-2439750, 2439752, 2439753, 24397544
Fax : +91-731-2439751, 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.
Service Tax, as applicable, will be additional
Prof. Rajendra Nargundkar