DIGITAL MARKETING

AND ANALYTICS
STARTS AUGUST 16, 2021
3 MONTHS | ONLINE
 Overview
We live in exponential and dynamic business times, where no state-of-the-art business can follow
dated methods for customer outreach. Technology has upended marketing and transformed how
businesses reach their potential customers and engage with them, real-time. Enterprises across
sectors are rethinking their strategies, using data and analytics to capture minds and market,
while exploring what marketing means in the digital world.

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.

Key Programme Takeaways

Maximise reach, engagement

Describe digital customer behaviours and conversions with
and ways to reach customer highly-optimised paid advertising
segments and enhance engagement campaigns on social media and
by using the digital marketing funnel search engine platforms

Measure, analyse and optimise

Plan and implement search engine
digital marketing campaigns for
and social media campaigns using
success using in-demand digital
digital marketing approaches in
analytics metrics and best practices
simulated environments

Increase ROI, customer lifetime value Describe the various steps of the
and firm profitability using a framework for successful planning
customer-centric digital marketing and execution of a digital marketing
strategy aligned with business goals strategy
 Who is this Programme for?
Whether you're an early-stage professional, mid-to senior-level manager, consultant, business
head or entrepreneur, there's something beneficial in this online programme for you. 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

Programme Highlights
Digital marketing expenditure will make up 46% of the total global ad spend in 2021 (WebStrategies Inc,
2020). With such a promising career outlook, learn how to develop integrated digital marketing strategies
in line with bottom-line business goals. Win the battle for attention and retention of your customers, and
secure a verifiable proof of your in-demand digital marketing skillset with an official certificate from ISB,
ranked 23rd globally by The Financial Times in 2021.

Learn how to align Explore how digital Gain actionable Learn via recorded Apply the principles
digital marketing channels can be insights from videos from top ISB of online advertising
strategies with leveraged to industry-oriented faculty, and live through a real-world
business goals to optimise marketing curriculum and online sessions with scenario in a
enhance ROI real-world case Eruditus Programme simulated
studies Leaders environment
Programme Faculty

Prof. Siddharth S. Singh

Associate Professor, Marketing
Associate Dean - Digital Transformation, e-Learning, and
Marketing; Executive Director - EFPM Programme

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.

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.

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.
Programme Modules

India is set to reach one billion internet users by 2025 (Analytics Insight, 2020), and the digital
marketing landscape will become more competitive than ever in 2021. Learn in-demand best
practices in digital marketing and analytics from a holistic curriculum through practical
exercises, recorded lectures, debrief sessions with Eruditus Programme Leaders, and
real-world case study discussions. Get an end-to-end perspective of the digital marketing
ecosystem to plan revenue-generating strategies, and use analytics to improve conversions and
the digital marketing ROI, while developing your ability to:

Reach a wider target audience through digital

marketing channels

Keep customers engaged through effective engagement

strategies

Measure the success of campaigns by choosing

the right metrics

Gain insights from analysing qualitative and quantitative data

across the online customer journey

Optimise current digital marketing strategies to

provide an effective online experience
Module 1: Marketing in the Digital
World
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
Module 2: Customer in the Digital
World
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
Module 3: Customer Journey
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
Module 4: Reaching and Engaging
the Customer
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
Module 5: Making Digital Work:
Strategies for Paid Ad Campaigns
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
Module 6: Email, Display and
Social Media Advertising
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
Module 7: Strategies and Evaluation:
Metrics, and ROI
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?
Module 8: Digital Strategy and Analytics
What are the data requirements for different
platforms? How do you integrate offline with online?
Optimising Campaigns using Data Analytics
Data strategies for marketing
Module 9: Digital Marketing: Strategy,
Planning and Execution
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
Module 10: Emerging Technologies
for Digital Marketing
New technologies and marketing transformations in
digital environments
IoT and Robotics
The impact of artificial intelligence on the future of
marketing and consumer behavior
Certificate

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

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

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.
Learning Journey

Orientation Week
The first week is orientation week. During this week you will be introduced to the
other participants in the class from across the world and you will learn how to use the
learning management system and other learning tools provided.

Weekly Goals
On other weeks, you have learning goals set for
the week. The goals would include watching the
video lectures and completing the assignments.
All assignments need to be submitted within one
week.

Flexible and Convenient Online Learning

Learn online via recorded videos from top ISB
faculty in a high-impact three-month journey with
a learning commitment of 4-6 hours/ week.

Debrief Sessions
The Eruditus Programme Leaders will be available for
live online sessions every week to help you clarify your
doubts pertaining to the programme content.

Timely Follow up and Learning Support

The Eruditus Programme Support team will follow up
over emails and phone calls with learners who are
unable to submit their assignments on time.
Programme Details

ELIGIBILITY DURATION PROGRAMME

Any Graduate/ 3 Months START DATE
Diploma holder 4-6 hours/ week August 16,
2021

Programme Details

Programme Fee INR 1,00,000 + GST

Instalment Schedule

Remarks Fee

Instalment 1 Within 7 days from the date of selection INR 24,000 + GST

Instalment 2 September 20, 2021 INR 38,000 + GST

Instalment 3 October 18, 2021 INR 38,000 + GST

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

The world is being reshaped by the convergence of social, mobile, cloud, big data, community and
other powerful forces. The combination of these technologies unlocks an incredible opportunity to
connect everything together in a new way and is dramatically transforming the way we live and
work.
- Marc Benioff,
Chairman and CEO,
Salesforce
About

The Indian School of Business (ISB)

The Indian School of Business (ISB) evolved from the need for a world-class business school in Asia. The
ISB is committed to creating business leaders through its innovative programmes, outstanding faculty and
thought leadership. It has gained the unique distinction of receiving accreditation from the Association of
MBAs (AMBA), making it the 100th School in the world to achieve the ‘triple crown’ of accreditations from
AMBA, EFMD Quality Improvement System (EQUIS), and the Association to Advance Collegiate Schools
of Business (AACSB). Accreditation from AMBA represents the highest standard of achievement in
post-graduate business education. Its rigorous assessment criteria ensures that only the highest-calibre
programmes which demonstrate the best standards in teaching, curriculum, and student interaction
achieve Association of MBAs accreditation.

Eruditus
Eruditus Executive Education offers customised and open programmes 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, IIM Lucknow Executive Education, IIM Calcutta Executive Education and Emeritus. Our
world-class executive education programmes, supported by eminent programme experts, provide an
immersive learning experience integrated with actionable insights and practical business applications. The
meticulously curated programmes are delivered in a different range of formats; in-class, online, as well as
blended programmes. Our extensive portfolio also includes short 2-4 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 programme here

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