STARTS ON September 30, 2021
DURATION 3 Months Online (4-6 hours/ week)
STARTS ON September 30, 2021
DURATION 3 Months Online (4-6 hours/ week)
PROGRAMME FEE USD 1,700 View Payment Plan

Programme Overview

The Digital Marketing and Analytics programme from ISB will enable you to understand the digital customer behaviour, build digital marketing strategies, and identify in-demand metrics to effectively measure and optimise ROI. This online programme will help you plan and execute transformational digital marketing strategies and best practices. The digital marketing career scope in India will be worth US$160 billion by 2025, making it three times the current value (Goldman Sachs, 2020). Prepare for a rewarding career in digital marketing and analytics with digital marketing skills and strategies that are robust and reliable even in our current ever-evolving economy.

Eligibility: Any Graduate/ Diploma holder.

  • #1

    Research Ranking in India

  • 11k+

    Alumni

  • #6

    B-School in Asia

Programme Highlights

128

Recorded Videos from top ISB faculty

20

Assignments and Quizzes

6+

Case Studies

10+

Discussion Boards

21

Live Online Sessions with Programme Leaders

4

Simulations

Note: The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.

Hands-on Learning with Stukent Mimic Pro

Advance your skills with an in-demand digital marketing simulation platform with real-world scenarios to:

  • Develop targeted content strategies
  • Create and manage simulated campaigns
  • Monitor and optimise key performance metrics
  • Effectively manage campaign budgets
Simulation Screens

Who is this Programme for?

With a keen focus on analytics-based digital marketing, this high-impact programme will make you adept at effectively improving the ROI for campaigns, if you are:

  • Early-stage marketing and sales professional looking to upgrade your skills in digital marketing for high-growth career prospects
  • Mid-to senior managers interested in learning integrated digital marketing strategies and best practices to boost reach, conversions and ROI
  • Consultants who want to understand in-demand digital marketing tools and platforms to develop competitive strategies for their clients
  • Entrepreneurs and business owners seeking to understand how digital marketing strategies can improve marketing outcomes and lead to business expansion

Key Programme Takeaways

  • Increase ROI, customer lifetime value and firm profitability using a customer-centric digital marketing strategy aligned with business goals
  • Plan and implement search engine and social media campaigns using digital marketing approaches in simulated environments
  • Describe digital customer behaviours and ways to reach customer segments and enhance engagement by using the digital marketing funnel
  • Maximise reach, engagement and conversions with highly-optimised paid advertising campaigns on social media and search engine platforms
  • Measure, analyse and optimise digital marketing campaigns for success using in-demand digital analytics metrics and best practices
  • Describe the various steps of the framework for successful planning and execution of a digital marketing strategy
More Less

ISB Executive Education Alumni Benefits

  • Expand your professional network with around 40,000 strong alumni of the ISB Executive Education Alumni Network*
  • Gain exclusive access to premium ISB learning events, speaker series, conferences, and learning sessions

*This excludes ISB Post Graduate and AMP alumni networks.

Programme Modules

  • Digital Marketing and traditional marketing relationship and its benefits over traditional marketing
  • The positioning challenge and marketing crisis
  • How the 4Ps of marketing are transformed in the digital space
  • Utilising digital opportunities to create value. The "long-tail" effect
  • How customer behavior is different in the digital domains?
  • The role of peer influence in the purchase process
  • What are customer networks and their use in digital marketing
  • What are customer personas and how are they used in digital marketing segmentation
  • Digital Marketing Funnel: What is it and how is it used?
  • Customer journey
  • Exploring the P-O-E-M (paid, owned, earned media) framework to reach and engage customers
  • How do you integrate offline with online channels and its impact on customer engagement
  • Outlining a planning framework for paid ad campaigns
  • Highlight examples to reveal key insights and ideas in PPC
  • Describing the ecosystem for Google Ad campaigns
  • Outline managerial decisions that need to be made in each and factors that need to be considered while making them
  • Email and social media marketing strategies and their execution in Digital Marketing
  • Build an engaging social media marketing strategy leveraging social listening
  • Analyse digital marketing strategies of a few brands
  • Key KPIs, branding or financial and understanding the challenges of measuring marketing ROI within organisations
  • Overview of techniques related to A/B testing and split testing and how it can be applied in social media
  • Understanding the trade-offs between a short-term and long term focus. How to incorporate CLV measures in ROI analysis?
  • What are the data requirements for different platforms? How do you integrate offline with online?
  • Optimising Campaigns using Data Analytics
  • Data strategies for marketing
  • Identifying and profiling competitors based on different attributes
  • Content production and distribution through earned, owned, and paid media
  • Launching an effective digital marketing campaign and post-campaign analysis
  • Examples of successful strategy planning and execution from India and global markets
  • New technologies and marketing transformations in digital environments
  • IoT and Robotics
  • The impact of artificial intelligence on the future of marketing and consumer behavior

Programme Faculty

PROF. SIDDHARTH S. SINGH

Associate Professor, Marketing

Prof. Singh heads The Media Hub, ISB’s initiative for excellence in media research. He was also the first director of the Fellow Programme in Management, ISB’s doctoral programme. He has a PhD (Marketing) from the J. L. Kellogg School of Management, Northwestern University, and an MBA (Marketing and Finance) from the University of Illinois at Urbana-Champaign. His research interests focus on exploring a firm’s ability to achieve sustainable competitive advantage. He has co-authored three textbooks with Prof. Noel Capon for MBA students and business executives.

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PROF. MADHU VISHWANATHAN

Senior Assistant Professor, Marketing

Prof. Vishwanathan has a PhD from the University of Minnesota, Twin Cities and his undergraduate from BITS, Pilani. His research work focuses on the role of distribution channels, B2B relationships, salesforce compensation and its impact on marketing mix elements like prices and assortments. His work has been published in the Journal of Marketing Research, and he has consulted and worked with companies spanning a wide range of industries, including retail, insurance and healthcare.

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PROF. KIRAN PEDADA

Assistant Professor, Marketing

Prof. Pedada has a PhD in Business Administration (Marketing) from the Rawls College of Business at Texas Tech University. He focuses on two streams of research with the former exploring interfirm relationships, and the latter focuses on growth and marketing transformation for digital environments. His research is published in notable peer-reviewed journals such as the Journal of the Academy of Marketing Science. His doctoral dissertation on international marketing alliance dissolutions in emerging markets won the 2019 AMS Mary Kay Inc. Doctoral Dissertation Award. BusinessBecause named him one of the MBA Professors to Look Out For in 2020.

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Programme Certificate

Upon successfully completing the programme with a minimum 70% score, you will be awarded a certificate in Digital Marketing and Analytics from ISB.

Sample Certificate
Sample Certificate

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

Participant Profile

Work Experience
Past Participant Experience
Top Industries
  • Banking and Finance
  • Consulting
  • E-commerce
  • FMCG
  • IT Services
  • Others*

*Others include Energy, Healthcare, Infrastructure, Manufacturing, Retail and Telecommunications among others.

Top Functions
  • Consulting
  • Customer Service
  • General Management
  • Marketing/ Sales
  • Operations
  • Others*

*Others include Engineering, Finance/ Accounting, and Information Technology among others.

Top Companies
  • Accenture
  • IBM
  • Salesforce
  • Standard Chartered Bank
  • Tata Power
  • Viacom18

Early applications encouraged. Limited seats are available.

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