Digital & Social Media Marketing and Analytics (Live Online Programme) 
Last date for registration: 24 Sep, 2021
End Date : 09 Oct, 2021
Early Bird Discount Date : 13 Sep, 2021
Programme Overview
The Internet has become an integral part of our daily lives. We find and share new travel locations, clothing trends and more on blogs. Friends and family are frequently initiating group conversations on Facebook. We consume news in 280 characters on Twitter. Strangers with a common interest like photography meet on sites like Flickr. We express ourselves creatively on TikTok. We capture happy moments and share selfies on Instagram and we swipe right to find a date on Tinder.
Engagements such as ‘liking’ ‘sharing’ ‘commenting’ and ‘pinning’ on social media platforms have proven valuable for both individuals and businesses alike. Additionally, businesses can now listen and respond to their consumers in a personalized manner. However, simply engaging and listening to customers is not enough. Listening is a starting point; the end goal is revenue. Customer centric organizations have an ability to leverage and integrate digital media analytics into their customer and marketing automation processes, thus they are able to monetize their investments. This provides a foundation from which organizations can link measurement and the tactical execution of social media strategies to the imperatives of revenue generation.
Through a combination of case studies, best practice examples, and exercises this program equips you with the tools you need to assess your organization’s social media and digital marketing strategy and helps you identify areas of improvement.
Programme Objective
This course has been designed to provide a solid foundation for marketers who are new to social media or those wanting to broaden their understanding. The course will focus on sharing the latest trends, best practices and technologies for effective social media marketing. It will provide in-depth knowledge on digital and social media marketing and analytics: how to plan, implement and measure a digital marketing and social media strategy to create awareness, generate leads and ultimately drive sales. At the end of the course the participants will be able to:
- Appreciate latest trends and updates on the major social channels: Facebook, Twitter, YouTube, Instagram, LinkedIn, TikTok and Blogs.
- Define the role of digital and social media marketing in the promotion mix and outline the objectives for the campaign period.
- Social media channel selection: what social channels you should be using and why?
- Structuring your content and activities: how to structure social campaigns and everyday content.
- How to get engagement: what type of content should you be publishing and how often?
- Social and Search Engine advertising: how to plan, target and execute your ad spend on Facebook and Google.
- Measurement and optimization: how to continually assess and refine your social content and activity.
- Social Listening: how to find mentions of your brand and integrate consumer inputs to optimize you marketing mix.
Content
1) Introduction to Digital Marketing and Analytics
What's new and what's the same? We shall look at digital marketing as a new channel that's deep-rooted into the principles of conventional marketing. We will revisit the basics of marketing and get ourselves familiar with digital jargons. We will look into customer evolution in the digital age. We will also look at customer journeys in online and offline purchasing situations. We will then focus on brand objectives, digital marketing strategy, metrics, and measurement.
2) Digital Marketing Mix
There are several pieces that need to be stitched together to deliver a result-oriented campaign. We will review a partial list that will include social media, programmatic advertising, influencer marketing, content marketing, artificial intelligence, blockchain, augmented reality, virtual reality, and big data. From understanding these jargons better, to reviewing the technology in action, this session will make use of several short cases to share success stories and best practices.
3) Websites: Overview and digital metrics
Heard of vanity metrics, yes? Vanity metrics are the surface level numbers that often tease you into thinking your efforts are working. However, to get a clear picture of your campaign’s impact, one needs to look at a wider variety of actionable metrics. This module covers an overview of Google and Facebook Analytics, landing page optimization tools and real-world tactics for improving conversions.
4) Social Media, Online Reputation Management (ORM) and Content Marketing
WOM marketing is a key to organizational success and social media has amplified the reach for brands like never before. We will understand content marketing techniques tactics and also review social media marketing trends, best practices and strategies. Further, we will focus on how brands can handle reputation crisis on social media.
5) Digital metrics for content and social media
Planning social media campaigns is an art and a science. All the more in the digital age as one needs to think creativity and actionability. What call-to-actions can one incorporate? What metrics make effective camping? How should you measure and report the campaign's success? Was the campaign really successful? With help of examples and case studies, we shall answer these questions.
6) Digital Advertising
Digital advertising—the inbound way—adds value by offering useful content, driving relevant traffic, and turning those visitors into high-quality leads and profitable conversions. In this session, we will understand the basics of journey-based advertising, how to create great ads, what the possibilities of each network are, and how one can begin determining advertising platforms and budget. The objective is to give you a perspective of how a manager should look at the digital advertising landscape. What role does search, social, display, shopping, and native ads play in goal-based advertising! And, how to improve conversions from advertising campaigns.
7) A/B Testing to Improve Your Conversions
Every company has a different set of customers, so there’s no one-size-fits-all formula for designing the most optimal website, crafting the most compelling copy, or building the most effective product. If you’re not A/B testing your content, you’re leaving money on the table. To figure out which website design, line of copy, or product feature will produce the best results for your company, you must discover what your unique set of customers prefer. In this session, we will cover how to do multivariate testing, what is the difference between A/B testing and split testing, and review key tools available in the marketplace. We shall also discuss the role of headlines and copy, creatives, CTAs, content depth, product descriptions etc. in funnel improvement and conversions.
8) Creating a holistic Digital Marketing Strategy and Calendar
Based on what we learned, we shall create a holistic digital marketing strategy that includes your objectives, budget, programs, metrics and measurement. You will also indicate content ideas and distribution plan (earned/owned/paid media). This is an activity session. You are required to team up and form a group of three to create an executable plan for the brands/ categories you are managing. Once your plan is ready, we shall have a brief discussion on how to calculate the ROI.
9) Analytics: In addition to understanding Facebook and Google analytics, we will make use of other statistical tools and models to measure ROI - financial, customer satisfaction and awareness creation.
Who Should Attend
This is an open programme and is designed to include a diverse audience base. Such programmes should be looked up on as an opportunity to raise overall awareness on the subject and to learn from cross-industry perspectives. The programme will be beneficial to marketing executives/ managers, digital marketers and business owners. Coverage in the course has more examples from B2C brands; however, the broader perspective will be useful to B2B marketers as well.
Programme Schedule
04-09 October 2021 [Half day Programme 0900 to 13:15]
“The sessions will be delivered as Live online over the ZOOM platform. Given the online orientation, participants must be equipped with the requisite level of Internet connectivity. Participants are also required to turn the video on during the session as this helps to create a learning environment that is quite similar to a face to face class. Breakout rooms, polling will be used to facilitate discussion based learning during the sessions.
The mode of delivery for sessions will be revisited based on the prevailing COVID situation. IIMB may choose to deliver the sessions either in live online or hybrid modes of delivery. Hybrid delivery implies that a part of the cohort is physically present in the classroom while the remaining students participate in the course virtually.”
Programme Fee
INR 92,625/- (+ 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 13-Sep-21 will be entitled to an early bird Discount of 10%.
Early Bird Fee INR 83,363/-(+ 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.
Programme Directors
U Dinesh Kumar is a Professor of Decision Sciences and chairperson of data centre and analytics lab (DCAL) at IIM Bangalore and holds a Ph.D. in Mathematics from IIT Bombay. Dr Dinesh Kumar introduced Business Analytics elective course in 2008 to the PGP students at IIM Bangalore and started one of the first certificate programmes in Business Analytics in India in 2010.
Dr Dinesh Kumar has over 20 years of teaching and research experience. Prior to joining IIM Bangalore, Dr Dinesh Kumar has worked at several reputed Institutes across the world including Stevens Institute of Technology, USA; University of Exeter, UK; University of Toronto, Canada; Federal Institute of Technology, Zurich, Switzerland; Queensland University of Technology, Australia; Australian National University, Australia and the Indian Institute of Management Calcutta.
Dr Dinesh Kumar has published more than 70 research articles in leading academic journals. Thirty-eight of his case studies on Business Analytics based on Indian and multinational organizations such as Aavin Milk Dairy, Apollo Hospitals, Bigbasket, Bollywood, Flipkart.com, Hewlett and Packard, ISKCON, Jayalaxmi Agro Tech, Larsen & Toubro, Manipal Hospitals, Mission Hospital, Hindustan Aeronautics Limited, Indian Premier League, Reliance Retail, Shubham Housing Finance Limited, VMWare have been published at the Harvard Business Publishing’s case portal. His case studies are used by more than 220 Institutions across 61 countries across the world. He has authored 3 books, his recent book is titled, “Business Analytics – The Science of Data Driven Decision Making”, published by Wiley in 2017 which was an Amazon Best Seller.
Dr Dinesh Kumar has carried out predictive and prescriptive analytics consulting projects for organizations such as The Boston Consulting Group (India) Private Limited, Cavinkare, Hindustan Aeronautics Limited, Indian Army, Qatar Airways, Mission Hospital, Manipal Hospitals, Scalene Works, Wipro Limited, UNIBIC and the World Health Organization etc.
Dr Dinesh Kumar has conducted training program on Analytics for several companies’ companies such as Accenture, Aditya Birla Group, Ashok Leyland, Bank of America, Blue Ocean Market Intelligence, Cisco, Fidelity, Hindustan Aeronautics Limited, Honey Well, Infosys, ITC Info Tech, Ocwen financial Services and so on. Dr Dinesh Kumar conducts corporate training programme in Analytics and trained more than 1000 professionals in the field of analytics.
He is the founding president of the Analytics Society of India (ASI). Dr Dinesh Kumar was awarded the Best Young Teacher Award by the Association of Indian Management Institutions in 2003. He is listed as one of the top 10 analytics academics in India by the analytics India magazine. He is the governing council member of the Karnataka Government’s Centre of excellence for Data Science and Artificial Intelligence set up in Collaboration with NASSCOM.
Ami M Shah has been involved in the profession of creating brands, managing customer expectations and creating demand for complex solutions. An engineer by qualification and a marketer by choice, Shah has worked with businessto-business and business-to-consumer companies. Shah is a seasoned professional who has worked in a diverse business environment – she’s worked in large organizations to mid-sized businesses to start-ups – across different industry sectors - across geographies.
Shah is a PhD from Indian Institue of Management Lucknow and a visiting faculty with various B-schools since 2006. Her teaching interest includes - Digital Marketing, Integrated Marketing Communication and Brand Management.
Shah is the co-founder of Zandra Healthcare and had earlier founded IntelliAssist, a full-service digital marketing agency.
Testimonial
SMM helps establish brand presence on online platform. As such, treading mindfully is not only relevant but important. To this end, the ‘Digital & Social Media Marketing and Analytics’ program at IIMB, provides significant insights on where to start, how to target, what type of messages works best, and how everything helps build interaction and relationship with the intended audience. In addition, the insights as to how analytics can be built, tracked and deduced to optimize campaigns was also insightful.
- Mr. Vinayak Gondkar, Head – Digital Marketing, Cyient Ltd.
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Sample Certificate
Note: Certificate image is for reference to potential participants only and may change at the discretion of Executive Education Programmes Office