Digital and Social Media Strategies: Driving Business Growth

Programme Objectives
• Develop a framework to design effective digital and social media
  strategies.
• Formulate digital and social media plans to engage with consumers.
• Assess the impact of digital and social media strategies.
• Discover ways of connecting with new markets.

Programme Content
• Evaluating how companies can satisfy customer needs and lower
  customer acquisition and retention costs
• Developing a transition plan from offline to online connect with customers
• Developing an action plan for successful digital and social media policy
• Allocating resources across different channels
• Evaluating mobile platforms and their impact on marketing in the future
• Organizational processes required to implement digital and social media
   strategies

Key Benefits / Takeaways
• Developing effective digital and social media strategies
• Focusing on desirable outcomes related to vision, goals, objectives, and
   metrics
• Creating an action plan for your digital and social media strategies
• Measuring and constantly improving digital and social media strategies

Who Should Attend
Business leaders and managers with P & L responsibility, CMOs, product managers, marketing managers, online marketing and software development executives, consultants, digital and social media analysts

Programme Fee
INR 1,05,000/- Residential and INR 90,000/- Non -Residential (+ Applicable GST) per person for participants from India and its equivalent in US Dollars for participants from other countries.

Early Bird Discount
Nominations received with payments on or before 01-June-23 will be entitled to an early bird Discount of 10%.
Early Bird Fee (Residential) INR 94,500/-(+ Applicable GST)
Early Bird Fee (Non-Residential) INR 81,000/-(+ Applicable GST)

Group Discount
Group Discount of 5% percentage can be availed for a group of 3 or more participants when nominations received from the same organization.

Please Note
All enrolments are subject to review and approval by the programme director. Joining Instructions will be sent to the selected candidates 10 days prior the start of the programme.

The programme fee should be received by the Executive Education Office before the programme commencement date.

In case of cancellations, the fee will be refunded only if a request is received at least 15 days prior to the start of the programme.

If a nomination is not accepted,the fee will be refunded to the person/ organisation concerned.

A certificate of participation will be awarded to the participants by IIMB.

Testimonial
It was a great learning experience. This programme enabled me to rethink on the strategy, especially through the busy work schedule. The sessions were very interactive and engaging. I would like to stay connected with Programme Directors. We will be implementing strategies we have learnt through the course to increase the flow of traffic to our website. We have already discussed the steps we wish to take for the implementation. As on date 16-18% of our business is in the digital mode. We intend to transfer 30-40% of our business to digital mode. The inputs from Professors and batchmates will certainly be helpful for us in our future endeavours.
- Mr. Indranil Sen Gupta, Business Unit Head
  Sigma Aldrich Chemicals Pvt Ltd
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The Digital and Social Media Strategy (DSMS) course was comprehensive in covering the basics
to taking us all the way to creating effective and workable strategies for various kinds of businesses,
be it B2B, B2C, or even B2B2C. The professors were invested in our success with check-ins and opening up a platform for free flow of ideas and addressing every question. The guest speakers were mostly industry leaders to whom access would have been a far-fetched dream if not for the DSMS course. Their very practical and proven way of addressing issues was insightful and definitely made way for many fresh ideas.I would definitely recommend this course for startup founders to well-healed social media strategists in large companies. It will get you off on thinking outside the box and help keep you abreast of what’s new in the industry to what has historically worked.
Tejaswini Gopalaswamy,
Co-founder, Unventured Expeditions
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The Digital and Social Media Strategies programme was extremely focused, dynamic in its approach and enjoyable. The programme provided a wonderful amalgamation of excellent and approachable faculty, accomplished peers and state-of-the-art facilities. It was wonderful to interact with varied people from different backgrounds, specializations, industries and nationalities, combined with relevant exposure, enriching my own depth of experience. The learnings have been significant professionally with a creative approach and ideation to explore all options to grow and enhance our brand presence and build engagement with our guests in a meaningful way.”
- Ms. Mallika Dasgupta, Manager Communications
  The Oberoi, Gurgaon and Trident Gurgaon
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Programme Directors

Dr. S Raghunath has been Professor of Corporate Strategy and Policy at the Indian Institute of Management Bangalore (IIMB). He has served as the Chairperson of the IIMB Corporate Strategy and Policy area from 1998 to 2000 and as Chairperson of the NS Raghavan Centre for Entrepreneurial Learning from 2001 to 2003 during which period he worked on setting up the NSR-GIV Incubation Centre at IIM Bangalore with funding from Global Internet Ventures, Palo Alto California, USA and NS Raghavan, co-founder of Infosys. He is consultant and has worked on digital and social media models and strategies. He researches and teaches elective course on digital models and strategies as well as on managing virtual organizations.

He was a Visiting Scholar at the Graduate School of Business, Stanford University from 1990 to 1991 where he researched strategy making in high-tech companies which included Cypress Semiconductors Inc., Harris Semiconductors Inc. Intel, Motorola, MIPS and National Semiconductor Corp.

Dr. Raghunath has published several papers, case studies and book chapters. He has been quoted in publications such as Economic Times, Business World, Business Line and Computer Today. He has been writing a column on business strategy forBusiness Outlook. Dr. Raghunath serves as an independent director on the board of KTwo Technologies, Spatial Data, Alkor Technologies, India Satcom, National Venture Capital Fund and Chairperson India Board of Academy of International Business. His professional services have been engaged by many IT firms including Cisco, Motorola, IBM and Wipro.

Professor G Shainesh has over two decades of research and teaching experience in India and abroad. He has conducted research and teaching assignments at the University of Gothenburg (Sweden), University of St. Gallen (Switzerland), Audencia Nantes and IESEG (France), Vienna University and MCI Innsbruck (Austria), Bocconi University (Milan), Curtin University of Technology (Perth) and the American University of Armenia (Yerevan). His research and teaching focus on CRM, Services Marketing and Service Innovations. At IIMB, Shainesh has served as Dean- Administration (2014-17), Chair – EPGP (2013-14) and Chair – Student Exchange Program (2006-09).

He has worked for several organizations in the public, the non-profit and the corporate sectors, including telecom, software, engineering, and service firms, both as an advisor and as a seminar leader. His clients include ABB, Aventis Pharma, Department of Pharmaceuticals, Caterpillar, Ericsson, Indian Oil, Manipal Universal, NCSM, Philips, SKF, Indian Railways, IFFCO, ICPB, Ministry of Tourism, Power Ministry, TRIFED, Sanskriti, Pradan, etc.

He is Editor-in-Chief of the Journal of Indian Business Research (JIBR), an Emerald (UK) publication. His papers on services and relationship marketing have been published in the MIS Quarterly, Journal of Service Research, Journal of International Marketing, Journal of Services Marketing, Service Industries Journal, International Journal of Bank Marketing, International Journal of Retail and Distribution Management, International Journal of Technology Management, Journal of Relationship Marketing, International Marketing Review, among others.

At IIMB, he leads the cross functional research initiative on consumer insights https://bit.ly/2L1o4P6. His case study Narayana Nethralaya: Expanding Affordable Eye Care won the second prize in the GlobaLens 2014 NextBillion Case Writing Competition. He was named ‘Best Professor in Marketing’ by the CMO Asia Council during the ‘Best B-Schools in Asia Awards’, July 2011, Singapore. He is also a past winner of the Citibank Special Research Award (1994) and P D Agarwal TCI Award for Doctoral Research in Management (1995).

His books include ‘Social Media Marketing: Emerging Concepts and Applications’, (2018, Palgrave Macmillan), Customer Relationship Management – A Strategic Perspective (2006, Trinity Press) and Customer Relationship Management – Emerging Concepts, Tools and Applications (21st Reprint 2017; McGraw Hill, New Delhi). Shainesh’s online course on CRM http://bit.ly/2Biye8A is offered on edX.

How to Apply

Sample Certificate

Note: Certificate image is for reference to potential participants only and may change at the discretion of Executive Education Programmes Office