Digital Marketing Strategy

Course Information

Course Length     : 6 weeks
Estimated Effort  : 4 – 5 hrs per week

Course Overview

If you are curious to know how marketers use digital channels to attract, reach, interact and engage with customers, this course is for you! Explore this course to equip yourself with the fundamentals of digital marketing strategy with a range of discussions on various practices and frameworks. Through this course, you will familiarize yourself with the key themes of the course: customer experience in the digital age, digital inbound and outbound marketing, leveraging social media and customer insights and co-creation.

By the end of this course, you will be able to describe digital customer behaviours and how to develop your marketing plans that suits well for the digital era. You will also explore a set of practices that are useful for social media campaigns.

_Drawing on research and examples from successful businesses, this course will help you to understand where the ‘digital’ fits into the overall marketing strategy, both for products and services and help you gain the right perspectives to put your learnings into action. What are you waiting for? Come, join us today

Professor Shainesh G

Course Instructor
CRM and Services Marketing
Indian Institute of Management Bangalore (IIMB)


Course Syllabus

Week 1: Fundamentals of Digital Marketing
  • Value Delivery Process
  • Framework for Digital Marketing
  • Digitization, Digitalisation and Digital
  • Transformation
  • Business Model Strategy
  • Digital Business Model
  • Expert Insights
Week 2: Customer Experience in Digital Marketing
  • Introduction
  • Brand Success
  • Customer Experience (CX) in thedigital age
  • Customer journey
  • Expert Insights
Week 3: Outbound Digital marketing
  • Digital Marketing Communication
  • DMC Characteristics
  • Communication Plan: 6M’s Framework
  • DM Framework
  • Paid Media
  • Expert Insights
Week 4: Inbound Digital Marketing
  • Introduction
  • Inbound marketing – Engagement
  • Why people share videos ?
  • Content marketing
  • Components of SEO Expert Insights
Week 5: Leveraging Social Media
  • Introduction
  • Leveraging social media for open innovation
  • Social strategies
  • Social Media Endorsements
  • Measuring ROI on social media campaigns
  • Expert Insights
Week 6: Customer Insights and & Co-Creation
  • Introduction
  • Customer Insights and Engagement 
  • Product Development
  • Customer Roles in Product Development
  • Customer Co-creation
  • Market Development
  • Expert Insights

After completing this course, the participant should be able to:

  • Understanding Digital Marketing Fundamentals
  • Developing Strategic Thinking
  • Analyzing and Measuring Performance
  • Implementing Various Digital Marketing Channels
  • Optimizing and Adapting Strategies

Marketing Professionals, Business owners and entrepreneurs, Digital marketing enthusiasts

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