CERTIFICATE PROGRAM IN

DIGITAL MARKETING AND APPLIED ANALYTICS

Starts September 05, 2020 Duration: 6 Months

DELIVERED VIA LIVE ONLINE SESSIONS
Become proficient in digital marketing and applied analytics to maximise the ROI of
your business through digital marketing platforms and tools.
OVERVIEW
Marketing in today's digital-first world is
powered by dynamic trends, technology,
and metrics that have made digital
marketing not just an essential skill to stay
relevant but also to stay ahead of the
competitors. When powered by analytics,
digital marketing can persuade customers,
improve brand awareness, and multiply
revenue.
Digital advertising to grow at
27% in 2020 to reach INR 17,377
crore and cross Rs 50,000 crore
mark by the end of 2025,
growing at a CAGR of 27.4%
Source: DAN Digital Report 2019

As customer behaviour and media habits

shift towards digital platforms and tools,
businesses can gain a competitive
advantage from processing and analysing
large-scale consumer data and user insights Around 18 lakhs jobs will get
to drive business performance and impact. registered for digital marketing
Also, as digital ad spends trump traditional roles by the end of 2020 as
marketing and advertising budgets globally, companies are in dire need of
the demand for skilled digital marketing skilled digital marketers to beat
and analytics professionals is outstripping competition in the market
supply.
Source: The Week

IIT Bombay’s Certificate Program in Digital

Marketing and Applied Analytics provides
an immersive learning experience in gaining
a comprehensive understanding of digital
marketing platforms and tools as well as
techniques and metrics. This program
delivered via live online sessions will enable
marketing, sales, business professionals and By 2021, CMOs will spend
entrepreneurs to expand their organisation’s nearly $119 billion on search
market share through digital marketing and marketing, display advertising,
learn how to measure and predict their online video, and email
digital marketing ROI to accelerate business marketing
growth. Source: Forrester

Certificate Program in Digital Marketing and Applied Analytics | 1

WHO IS THIS PROGRAM FOR
IIT Bombay's Certificate Program in Digital Marketing and Applied Analytics is a six-month
career booster that will empower you to improve reach and boost conversions. You will walk
away with an enhanced knowledge of digital marketing and the ability to use marketing
analytics to develop comprehensive digital marketing strategies and optimise ROI for
business growth and success.

This program will be highly beneficial for:

Early professionals who want to enter or are looking to switch from an existing field into
digital marketing

Traditional marketers, sales, communications, and brand managers keen on developing

digital marketing skillset

Digital marketers wanting to expand their perspectives by learning new-age digital

platforms & tools along with analytics

Leaders & Consultants who want to develop a strategic mindset that revolves around
digital marketing & analytics strategy as the pathway to growth

Small business owners and entrepreneurs who want to utilise digital marketing
strategies and analytics to expand their business

Certificate Program in Digital Marketing and Applied Analytics | 2

PROGRAM HIGHLIGHTS
The Certificate Program in Digital Marketing and Applied Analytics from IIT Bombay provides
a highly-interactive learning experience with a blend of lectures, industry examples and
real-life case studies to offer insights and best practices in digital marketing and analytics
applications across domains.

Learn at one of Once a week, Gain practical insights

India's Premier live online sessions by through case studies
Institutions leading IIT Bombay faculty and real-world
industry examples

Hands-on learning Power your career with Earn a prestigious

on popular digital digital marketing and Certificate of
marketing channels applied analytics Participation from
and platforms IIT Bombay

Certificate Program in Digital Marketing and Applied Analytics | 3

 LEARNING OUTCOMES
The Certificate Program in Digital Marketing and Applied Analytics from IIT Bombay will
provide participants with working knowledge in content marketing, social media marketing,
SEO, SEM, programmatic busting, Google Analytics as well as relevant skills to optimise and
ensure that their digital marketing strategies are effective revenue generators for their
business.

After the completion of this program, you will be able to:

Design persuasive Allocate funds and

online advertising streamline efforts
campaigns to launch across various
new products or marketing channels
brands, or incentivise to meet marketing
offline consumer or business
buying objectives

Use descriptive,
Develop unique and predictive and Take advantage of
comprehensive digital prescriptive analytical latest analytics trends
marketing strategies models to estimate or to increase digital
ranging across digital predict return on marketing reach and
marketing platforms investments in growth
digital marketing

Certificate Program in Digital Marketing and Applied Analytics | 4

PROGRAM MODULES
1. Introduction to Digital Marketing 4. Video Marketing

Introduction to Digital Marketing Why Video?

Why care about Digital Marketing? OTT Video Platforms
Inbound Marketing Funnel & Video Marketing for B2C Businesses
Customer Journey Video Marketing for B2B Businesses
Inbound Vs. Outbound YouTube: Creating presence, exploring
Digital Marketing Channels features (live streaming, video uploads,
Owned, Earned & Paid Media etc.), generating organic views

2. Content Marketing 5. Search Engine Optimisation

What is Content Marketing How Search Engines Work

Buyer Persona On-page and Off-page SEO
The Purchase Funnel / Buying Stages Keyword Research
Types of Content – Blogs, eBook, Technical SEO
Case Study, Video, Infographics Mobile SEO
Basics of Blogging Schema Markups
Link Building
Social SEO
3. Social Media Marketing
Local SEO

What is Social Media Marketing International SEO

Social Media Statistics Log file Analysis

Overview of Social Media Platforms SEO Audits

(Facebook, Twitter, Instagram, LinkedIn, SEO Tools

Snapchat, Pinterest) Algorithm Updates

Creating presence through content

across social media platforms
Managing and driving engagement on
each social media platform
Guidelines and best practices
Social media platforms: Case studies

Certificate Program in Digital Marketing and Applied Analytics | 5

6. Search Engine Marketing 9. Programmatic Media Buying

Consumer Journey Overview of Programmatic Buying

What is Search Engine Marketing Programmatic vs. Traditional Media Buying
Overview of Google Ads Programmatic Direct vs. RTB
Keyword Research for Google Ads Programmatic Workflow
Bidding Targeting Strategies in Programmatic
Search Network Campaigns Overview of Digital Ad Fraud
Google Display Network Campaigns
Conversion Tracking 10. Email Marketing
Remarketing
Mobile Ad Campaigns Email Marketing Basics
Reporting & Management Why Email Marketing
Google Ads Account Audit Objectives
Email Delivery Journey – SPF,

7. Facebook & Instagram Advertising Authentication, Reputation, Delivery

Email Service Providers
Overview of Facebook Marketing Compliance – GDPR, CAN Spam Act
Ads Manager Email Reputation
Business Manager Content for Email – HTML Design
Facebook Ad Campaign Types & Reputation Score and factors affecting it
Objectives List Management
Audience Targeting
Ad Formats
11. Conversion Optimisation
Placement Options
Budgeting & Scheduling What is Conversion Rate Optimisation?
Facebook Campaign Types CRO Tactics
Facebook Pixel Setting up AB Testing
Facebook SDK Analysing AB Test
Reach & Frequency Buying
Instagram Marketing 12. Google Analytics
Facebook Ad Reporting & Measurement
How Google Analytics works
The Google Analytics layout
8. LinkedIn Advertising
Basic Reporting
Introduction to LinkedIn Advertising Basic Campaign and Conversion Tracking
Campaign Types Data Collection and Processing
Targeting the right prospects Setting Up Data Collection and Configuration
Account based marketing Advanced Analysis Tools and Techniques
Advanced Marketing Tools

Certificate Program in Digital Marketing and Applied Analytics | 6

13. Applied Analytics 15. Predictive Analytics

Overview of the Business Analytics Asking Predictive Questions

Introduction to Application to Analytics Regression Analysis
Introduction to Customer Analytics Part 1: The Demand Curve Regression
Analysis
14. Descriptive Analytics Part 2: Making Predictions Beyond
Period 2
What is Descriptive Analytics? Making Predictions Using a Data Set
Descriptive Data Collection: Survey Data Set Predictions
Overview Probability Models: Implementation
Descriptive Data Collection: Net Promoter of the Model
Score and Self-Reports Results and Predictions
Descriptive Data Collection: Survey Design
Passive Data Collection
16. Prescriptive Analytics
Media Planning
Data Visualisation Using the Data to Maximise Revenue
Causal Data Collection and Summary Parameters of the Model
Market Structure Competition and Online
Advertising Models

Certificate Program in Digital Marketing and Applied Analytics | 7

CEP CHAIR’S MESSAGE

With the rapid pace of growth in science & technology and frequent paradigm shifts in policy,
governance and management, Continuing Education of working professionals in the industry is a
vital need. The Continuing Education Programme (CEP) office at IIT Bombay has been set up to
meet the manpower training and knowledge upgradation needs of the industry.

As the pace of technological innovation and adoption gathers speed, it has led to the genesis of
myriad opportunities for business growth. Consequently, our approach towards continuing
education has adapted to these fundamental changes in critical and transformative ways. Our
courses draw on learnings from across the core technical, managerial and design disciplines
taught and researched at IIT Bombay. Therefore we are able to deliver inter-disciplinary material
along with the pedagogical rigour that IITs are known for, making for unrivalled offerings in the
context of continuing education.

Equip yourself with the knowledge and skills needed to develop a competitive edge and propel
your career into the future.

- Prof. Preeti Rao

Professor-in-Charge, CE&QIP

Certificate Program in Digital Marketing and Applied Analytics | 8

PROGRAM FACULTY
Prof. Dinesh Sharma
Associate Professor, Marketing

Prof. Sharma comes with diverse experience in marketing – as a

practitioner, researcher and teacher. His areas of interest in
teaching are marketing strategy, marketing research, brand
management, sales and distribution management. His areas of
interest in research are marketing strategy, consumer value and
brands. He has published papers in many peer-reviewed
international journals and also has written case studies.

Certificate Program in Digital Marketing and Applied Analytics | 9

PROGRAM FACULTY
Nilesh Satpute
Guest Faculty

Nilesh Satpute is a Cloud Computing, Analytics, and Mobility

consultant. He has worked with companies like Hexaware,
Netsuite, IBM and Hewlett-Packard and is an entrepreneur who
helps customers in their technology transformation journey. He
has been working in the field of technology for 14 years during
which he co-founded JBDON.com, an e-learning startup, which had
100,000+ subscribers at its peak. He is also the founder of Applied
Cloud Computing, a company which works with 125+ engineers
and 100+ Clients such as India’s largest banks, NBFCs, media
houses, and stock exchanges. He has been a visiting faculty for Big
Data at IIM Sirmaur since 2018 and has taken sessions on Big Data
and Analytics at Shailesh J. Mehta School of Management, IIT
Bombay since 2016.

Mandar Marathe
Guest Faculty

Mandar Marathe is a Digital Marketing consultant with

cross-functional, hands-on expertise in digital marketing across
Search Engine Optimization (SEO), Google, Facebook, LinkedIn ads
and content marketing. In his 12-year-long career, he has worked
with Infosys, US-bases Digitas, and Reprise Media. In 2013, he
started Briefkase, his own digital marketing agency. Since then, he
has been a digital marketing consultant to over 100 startups &
SMEs, helping them find new customers and grow exponentially
through SEO, Google, Facebook, LinkedIn ads and content
Marketing. He has been the visiting faculty for Digital Marketing at
IIM Sirmaur and the Great Lakes Institute of Management, Chennai
since 2018 and is teaching Digital Marketing, as guest faculty, at
Shailesh J. Mehta School of Management, IIT Bombay since 2011.

Certificate Program in Digital Marketing and Applied Analytics | 10

PROGRAM CERTIFICATE
Participants with minimum 80% attendance will receive a certificate of participation from IIT Bombay
- CEP department.

Certificate Program in Digital Marketing and Applied Analytics | 11

ELIGIBILITY
Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a
recognised university (UGC/AICTE/DEC/AIU/State Government/
recognised international universities) in any discipline with
minimum 1 year of work experience (after graduation).

EVALUATION METHODOLOGY
IIT Bombay may conduct few quizzes or provide few projects,
written tests and assignments for self-learning.

ADMISSION PROCESS
Participants must submit an application form and submit copies
of their credentials at Eruditus portal. For corporate nominations,
the company can confirm that their credentials are in order.

PROGRAM SCHEDULE
Duration 6 Months

Program Start date Sep 05, 2020

Live Online Learning Once a week,

Saturday (12:15pm – 03:15pm)

Certificate Program in Digital Marketing and Applied Analytics | 12

PAYMENT DETAILS
Program Fee INR 85,000 + GST (Early Bird Fee, applicable till Jul 21, 2020)
INR 1,00,000 + GST (Standard Fee, applicable from Jul 22, 2020)

Round-wise Application Dates

Round 1 Jun 22, 2020

Round 2 Jul 21, 2020

Round 3 Aug 21, 2020

Note: Admissions are on a first-come, first-serve basis. There might not be a subsequent round if seats are
filled in the initial rounds.

Program
Click here to apply to the program.
Application Link

Instalment Schedule

Instalment 1 Instalment 2

Remarks Within 7 days of selection 10 days prior to the program start date
(50% of the Program Fee + GST) (50% of the Program Fee + GST)

Early Bird
INR 42,500 + GST INR 42,500 + GST
Discount*

Standard INR 50,000 + GST INR 50,000 + GST

*Applicable till Jul 21, 2020.

Note: GST (currently @ 18%) will be charged extra on these components.

Finance options available. Click here to know more.

For more information please email at iitb.dma@eruditus.com

Certificate Program in Digital Marketing and Applied Analytics | 13

ABOUT IIT BOMBAY

Established in 1958, the second of its kind, IIT Bombay was the first to be set up with foreign
assistance. The funds from UNESCO came as Roubles from the then Soviet Union. In 1961
Parliament decreed the IITs as ‘Institutes of National Importance'. Since then, IITB has grown
from strength to strength to emerge as one of the top technical universities in the world. The
institute is recognised worldwide as a leader in the field of engineering education and research.
Reputed for the outstanding calibre of students graduating from its undergraduate and
postgraduate programs, the institute attracts the best students from the country for its
bachelor's, master's and doctoral programs. Research and academic programs at IIT Bombay
are driven by an outstanding faculty, many of whom are reputed for their research
contributions internationally. IIT Bombay also builds links with peer universities and institutes,
both at the national and the international levels, to enhance research and enrich its
educational programs. The alumni have distinguished themselves through their achievements
in and contributions to industry, academics, research, business, government and social
domains. The institute continues to work closely with the alumni to enhance its activities
through interactions in academic and research programs as well as to mobilise financial
support. Over the years, the institute has created a niche for its innovative short-term courses
through continuing education and distance education programs. Members of the faculty of the
institute have won many prestigious awards and recognitions, including the Shanti Swaroop
Bhatnagar and Padma awards. Located in Powai, one of the northern suburbs of Mumbai, the
residents of the institute reap the advantage of being in the busy financial capital of India, while
at the same time enjoying the serenity of a campus known for its natural beauty.
A fully residential institute, all its students are accommodated in its 15 hostels with in-house
dining; the campus also provides excellent amenities for sports and other recreational facilities.

Certificate Program in Digital Marketing and Applied Analytics | 14

ABOUT ERUDITUS
Eruditus Executive Education offers customised and open programs in India, Singapore,
Dubai and other global locations in collaboration with MIT Sloan, Columbia Business School,
INSEAD, Harvard Business School (HBS), Kellogg Executive Education, Berkeley Executive
Education, Wharton Executive Education and EMERITUS. It offers world-class executive
education to grow businesses continuously. Led by alumni of INSEAD and Harvard and
supported by eminent program experts, the programs are designed to give a learning
experience integrated with sustainable business applications. programs are crafted in a
different range of formats; in-class, online as well as blended programs. The portfolio
includes short 2 to 4-day in-class workshops, online courses of 2-3 months duration as well
as comprehensive learning journeys that run over 6-9 months, customised to an
organisation’s requirement.

Apply for the program here

APPLY NOW

For registration and any other information,

please get in touch with us at iitb.dma@eruditus.com

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