Professional Documents
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#1
MBA in marketing, by U.S. News & World Report
Program Overview
It’s no secret that the shift of consumer attention towards digital platforms
has left many traditional marketers reeling. The share of mobile in India’s $58.63 Billion
digital media spending jumped to 76% in FY21 from 45% in FY19 (The Southeast Asia digital advertising
Economic Times, 2021). In today's times, marketing in a digital world is not market is expected to grow by a
just ‘digital marketing’: it’s much more. It’s a discipline powered by data, revised 2021-2031 CAGR of 18.73%
and reach $58.63 billion by 2031.
scaled by automation, and optimized by analytics, with the customer always
at its center. Source: Research And Markets
Duration
Program Starts Program Fee
9 Months, Online
December 15, 2022 INR 2,62,500 + GST
12-15 Hours/ week
Phase 4: Marketing
Experimentation
and Optimization
Module 1 Module 2
Introduction to the Digital Marketing Digital Marketing Fundamentals
Landscape Become familiar with fundamental concepts such
Understand how the current digital marketing as customer personas, segmentation, funnels, and
landscape differs from traditional marketing methods value propositions.
and conduct a self-assessment of your skills.
Customer acquisition funnels and the role of
Career opportunities in digital marketing personalization
Role of digital media in modern life and the Retention marketing in a digital space
implications for brands
Module 3 Module 4
A Framework for Marketing in the Understanding Customers and
Digital World Generating Insights
Understand customer expectations in the digital Learn about the nature of customer insights
age, learn how to measure return on engagement through social data and artificial intelligence (AI).
(ROE), and appreciate the vital role played by data Gain valuable expertise in customer experience
and automation. mapping.
Module 5 Module 6
Customer Segmentation and Content Marketing
Behavioral Marketing Understand what content marketing is, and the
Study the fundamentals of customer segmentation skills and platforms involved.
and how to select target markets based on The role of customer-based research,
consumer behavior and responses. demographics, and segmentation in content
A priori vs. response-based segmentation marketing
Segmentation process overview (hypothesize, Adjusting strategy based on performance
quantify,and validate/describe) metrics
Behavioral marketing and automated behavioral
marketing
Module 9 Module 10
The Customer Journey and Content Brand Storytelling in a Digital World
Strategy Develop the skills to identify an effective brand
Know how to align your content strategy and story that connects with consumers.
innovations with customer intent. Systematic process for creating a brand’s story
In-depth customer journey mapping Adjust the brand’s story based on customers’
Innovating across the customer experience pain points and passions
Creating a content management process
Module 11 Module 12
Search Engine Marketing Social Media (Paid)
Leverage platforms such as Google Ads to find Place your brand in front of relevant audiences.
customers. Remarketing and lookalike audiences
Keyword research and bidding strategies Performance metrics for social platforms
Creating copy that converts A/B testing methods for social media
Module 13 Module 14
Email Marketing Other Digital Channels
Learn the best practices for email marketing and Explore other methods that will allow you to
how to avoid the dreaded spam filter. expand your reach.
Design for great user experiences Referral marketing
Compliance with spam laws Retargeting and remarketing strategies
Performance metrics for email marketing Display ads and networks
Module 17 Module 18
Conversion Rate Optimization (CRO) Marketing Attribution, Testing, and
Develop a process to optimize your marketing Experimentation
investments across all channels. Identify your customer touchpoints to understand
CRO tests, including A/B, multivariate, and what, where, and why customers purchase.
multi-page Marketing mix modeling
Landing page optimization Cross-channel attribution
Web optimization tools used to analyze Multi-touch attribution
performance and identify issues A/B testing and optimization
Marketing experimentation process
Module 19 Module 20
Marketing Automation and AI in Capstone Project
Marketing Build upon knowledge gained through the earlier
Learn about software applications that can save hands-on exercises and apply it to a final capstone
time and increase productivity while still effectively project that pulls together the wide range of topics
engaging customers and managing relationships. the program covers.
Marketing automation Reflect on your weekly entries in the digital
Artificial intelligence (AI) applications and the initiative journal
customer lifecycle (understand, reach, attract, Present strategies for campaigns and growth
convert, and engage) as your final assignment
Content Creation
*All product and company names are trademarks or registered trademarks of their respective holders. Use of them does
not imply any affiliation with or endorsement by them.
GE Healthcare
Explore how the baby warmer product line of GE Healthcare evolved in key aspects to
suit best the customers and their specific needs in the emerging markets.
JustDial
Deep dive into the JustDial business model and explore how to pivot the extensive ATL
marketing models to a digital-first strategy and leverage data to grow in the B2B and
B2C spaces.
Lego
Delve into Lego's current marketing strategy and how segmentation has played a big role
in moulding the biggest toy brand in the world.
Bajaj Auto
Analyze how the Bajaj electric Chetak spreads the word on the rising electric mobility
space in India in the diverse population through the digital avenues.
Swiggy
Evaluate the content strategy and influencer marketing strategy of Swiggy as it attempts
to be the top-of-mind brand in the food and non-food delivery services.
Claussen Pickles
Scrutinize the pickle business and how Claussen features as a prominent player with a
plethora of new products and an active digital marketing campaign to reach new
consumers.
Ontela PicDeck
Assist Ontela to choose the best customer segment to cater to base on qualitative,
response-based segmentation and demography.
Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does
not imply any affiliation with or endorsement by them.
POST GRADUATE CERTIFICATE IN DIGITAL MARKETING // 8
Industry Examples
Featured Case Studies and Examples
Dove
Topics such as customer segmentation and telling great brand stories come to life in the
'Real Beauty' campaign by Dove, the beauty care line that aims to go deeper than just
soap.
John Deere
Take a look at how John Deere educates customers instead of pitching to them in a
publication that it has published since 1895.
Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does
not imply any affiliation with or endorsement by them.
Professor Sawhney is a globally-recognized scholar, teacher, consultant, and speaker in business innovation,
modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of
influential articles in leading academic journals and managerial publications. His most recent book, The Sentient
Enterprise: The Evolution of Business Decision Making, was published in October 2017 and was on The Wall
Street Journal bestseller list.
Professor Sawhney’s research has been published in leading journals such as California Management Review,
Harvard Business Review, Journal of Interactive Marketing, Management Science, Marketing Science, MIT Sloan
Management Review, and Journal of the Academy of Marketing Science. He is a frequent contributor to
publications such as Fortune, Forbes, and Financial Times.
Professor Sawhney’s speaking and consulting clients include Accenture, Adobe Systems, AT&T, Boeing, Cisco
Systems, Dell, DuPont, Entergy, Ericsson, Fidelity Investments, GE, General Mills, Goldman Sachs, Honeywell,
Intuit, Jenner & Block, Jones Lang LaSalle, Johnson & Johnson, Kellogg Company, McDonald’s, Microsoft,
Nissan Motor, Raytheon Missile Systems, Rockwell Automation, SAP, Sony, Teradata, and Textron Inc.
Professor Sawhney holds a Ph.D. in Marketing from the Wharton School of the University of Pennsylvania; an
MBA from the Indian Institute of Management, Calcutta; and a Bachelor’s degree in Electrical Engineering from
the Indian Institute of Technology, New Delhi.
“Many of the tools you will learn about in this program are cutting-edge and unique to the program. This
program combines the academic rigor you expect from a world-class business school with real-life case
studies and best practices — a combination that we believe cannot be matched by other programs. ”
- Mohanbir Sawhney
Matt Cardoni
Matt Cardoni teaches and consults on digital marketing. He is Google-certified in Ads and Analytics and has
worked with a variety of industries, including retail, healthcare, travel, ecommerce, nonprofit, and finance. His
clients include Patagonia, Rush Medical, Orbitz, and Greenheart Shop. Matt specializes in creating and
implementing online marketing strategies, leading and collaborating with teams, delivering measurable results,
and developing meaningful client relationships. His specific focus is Search Engine Marketing (SEM), including
Search Engine Optimization (SEO), Paid Search (PPC), Social Media Marketing (SMM), and web analytics. He is
a lecturer at the University of Iowa, where he teaches digital marketing to MBA students.
Dan Weingrod
Dan Weingrod is a digital change agent, design sprint facilitator, and educator with a drive to help organizations
and teams learn and become organized. He has facilitated multiple design sprints, both in-person and remotely,
that have helped teams to identify problems, creatively define solutions, and build a culture of continuous
learning using Agile, LeanUX, and design thinking. He has led web departments, developed digital and social
strategies for numerous brands, and helped educate marketing and entrepreneurship students from around the
world about succeeding in today's rapidly changing digital environment.
Rajeev Poduval
Rajeev brings over 21 years of professional experience across roles specialized in Marketing Analytics, Marketing
Consultancy, Market Research, Training, Communications & Media Planning.
He has worked with the Tata group, Frost & Sullivan and with GroupM (part of the WPP group) in the Wavemaker
India agency as the National Director – Strategy, Insights & Planning across the APAC and EMEA markets.
Rajeev has successfully delivered training for over 1000 trainees including client teams at TOI, Ogilvy OOH teams,
Tata Motors, Abbott & Google since 2007. A trainer with over 800 hours of experience, he has designed and
conducted training programs tailored to ad hoc agency, client and student needs,
He was part of the 40 strong GroupM India Aspire Trainer team tasked with delivering training modules in Smart
Tools Communication, GroupM Proprietary Tools & Research as well as Growth & Communications Ideation
Workshops. He is a published author of 10 articles & 2 market intelligence reports during his earlier stint with the
Frost & Sullivan North American and EMEA Automotive & Transportation teams.
An MS in Applied Econometrics & a Master of Business Administration (MBA), both from Pondicherry University, he
also engages with both profits and non-profit organisations in a consulting advisory role. His focus in creating the
dots and connecting them with existing dots between businesses, their consumers and brand/marketing goals.
Note: The Program Leader is from the previous batches. Program Leaders may change for upcoming batches
subject to availability.
The best part about this program were the instructors and the group of friends
and connections I made throughout this program. I was able to land a fantastic
job while doing this program. Thank you!
Certificate
Upon successful completion of the program, Kellogg Executive Education will grant a verified digital certificate of
completion to participants. Participants will be assessed across nine content areas to obtain the certificate of
completion.
CERTIFICATE AWARDED TO
P L E
M
First Last
X A
FOR COMPLETION OF
E
POST GRADUATE CERTIFICATE IN DIGITAL MARKETING
Date
EXECUTIVE EDUCATION
Note:
- After successful completion of the program, your verified digital certificate will be emailed to you in the name you used
when registering for the program.
- All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive
Education.
- This online certificate program does not grant academic credit or a degree from the Kellogg School of Management.
Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does
not imply any affiliation with or endorsement by them.
Instalment Schedule
Booking amount Within 7 days from the date of selection INR 42,000 + GST INR 42,000 + GST
Instalment 1 Feb 5, 2023 INR 36,750 + GST INR 36,750 + GST
About Emeritus
Kellogg Executive Education is collaborating with online education provider Emeritus to offer a portfolio
of high-impact online programs. By working with Emeritus, we are able to broaden access beyond our
on-campus offerings in a collaborative and engaging format that stays true to the quality of Kellogg.
Emeritus’ approach to learning is based on a cohort-based design to maximize peer-to-peer sharing
and includes live teaching with world-class faculty and hands-on project-based learning. In the last
year, more than 250,000 students from over 80 countries have benefitted professionally from Emeritus’
courses.
The Learning Experience
Our programs are designed to meet the needs of individual learning styles, while also leveraging the power of
peer learning. This is achieved through a user-friendly learning platform that enables participants to easily
navigate the program content in order to achieve their learning objectives.
Keeping It Real
Our pedagogical approach is designed to bring
concepts to life. It includes:
• Byte-sized learning techniques
• Individualized assessments
• Real-world applications
• Peer-supported discussions
• Live and interactive teaching.
• Video lectures
• Discussions
• Class materials (articles and case studies.)
Our industry-leading learning platform allows participants to create a profile, connect and collaborate with their
peers, and interact with subject-matter experts. Assignments are often linked to participants' real-world
situations, allowing concepts to be applied in practice.
Keeping It Interesting
Our globally connected learning platform enables participants to seamlessly interact with their peers when
completing group assignments. In this way, they stay on track to achieve program completion, having culturally
enriching encounters along the way.
Program Requirements
To access our programs, participants will need the following:
Other Requirements
This program requires participants to successfully complete several certifications with external providers in
order to obtain their Professional Certificate from Kellogg Executive Education. These certifications will
increase successful participants' personal marketability, making them more attractive to potential employers.
Our program advisors are available to respond to any questions about these requirements.
SCHEDULE A CALL
APPLY
Email: kellogg.execed@emeritus.org
Phone: +1 315-538-6867
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For residents of India, Bangladesh, Bhutan, Myanmar, Nepal, Pakistan, Sri Lanka, Philippines, Indone-
sia, Thailand, Vietnam and Malaysia only.