B.com(Honors)
E-Commerce & Digital Marketing
DARE TO DISRUPT WITH DIGITAL MARKETING
Programme Highlights
Build expertise
18 weeks of rigorous, vibrant learning
Competitive advantage
Get a certificate in Digital Marketing & E-Com
Balanced learning
A combination of strategy and operations, left and right brain
Industry experts
Faculties will be from the industry
Highly interactive pedagogy
Combination of recorded lectures, assignments and quizzes
Programme Modules
Module 1: Introduction to Marketing Management
- Marketing Management Overview
- Concept of Perceived Value
- Needs, Wants and Demand
- Product Life Cycle
- Creation and Communication of Value
- Delivery and Exchange of Value
- Customer Segmentation and Targeting
Module 2: Introduction to Digital Consumers and Digital Marketing
- Consumer Positioning
- Marketing vs. Sales
- Role of Digital Media in Marketing Management
- Traditional vs. Digital Marketing
- The 4Ps of Marketing: Product and Price
- The 4Ps of Marketing: Place and Promotion
- The 4Ps of Marketing in Digital Ecosystem
- The POEM Framework
Module 3: Understanding the Customer
- Target Audience
- Target Selection and Positioning
- Target Audience: Apple iPhone
- Customer Profiles and Personas for Digital
- Why Create a Customer Persona?
- B2B Customer Persona
- Gathering Data
- Customer Touch Points and Moments of Truth
- Customer Journey
- Customer Journey Map
- Customer Journey Map: Example Two
- Customer Journey to Marketing Insights
Module 4: Search Engines: Organic Search and Keywords
- Organic Search and Keywords: Overview
- Fundamentals of Search Engines
- Search Engine: The Process
- Keywords and Keywords Search
- On-Page SEO
- Off-Page SEO
- Technical SEO
- App Store Optimization
- Competitor Research
Module 5: Search Engine Advertising
- Search Engine Advertising
- Role of Search Engine Advertising vs. SEO
- Keyword Planning
- Creation of Ad Copy
- Quality Scores
- Bidding Strategies
- E-Commerce
- SEO and SEA Synergy
- Setting up a PPC account
- Setting up a PPC Account : Demo
Module 6: Display Ads and Targeting
- Display Ad Types
- Display Ad Campaign Setup
- Video Ads
- Targeting Parameters
- Remarketing
Module 7: Social Media Strategy
- Social Media Strategy: Overview
- Social Networks and Role of Algorithms
- Types of Social Networks
- Social Media Audits
- Social Media Etiquettes
- Social media Calendar
- Types of Paid Social Media Ad Formats
- Audience Segmentation and Targeting for Social Media Ads
- Custom and Look-Alike Audiences
- Social Media Tools
- AWARIO: Demo
- Setting up campaigns on Facebook: Demo
- Setting up campaigns on Linked In: Demo
- Setting up a YT Campaign: Demo
- Setting up a Twitter Campaign: Demo
Module 8: Influencers, Communities and Online Reputation
- Influencers, Communities and Online Reputation: Overview
- Word of Mouth Marketing
- Influencer Marketing
- Viral Marketing
- User Generated Content Campaigns
- Brand Communities
- Online Reputation Management
Module 9: Email Marketing and affiliate marketing
- Email marketing basics
- Email Service Provides
- Best Practices for Email
- Affiliate marketing
Module 10: Landing pages, microsites, and Mobile Apps
- Websites & Microsites
- Landing Pages and Its Sections
- Dissection of Successful Landing Pages
- How to Create Landing Pages?
- Mobile Apps
Module 11: Digital Marketing analytics: Data Sources
- Metrics
- PPC Analytics
- Social Analytics
- SEO Analytics
- Video and Display Analytics
- Role of AI in Analytics
Module 12: Frameworks for Evaluation
- Pricing Metrics
- ROAS and ROI
- Unit Economics
- Customer Portfolio Analysis
Module 13: Attribution Issues and Experimentation
- What is Attribution
- Types of Attribution
- A/B Testing and Multivariate Testing
Module 14: Digital Marketing Strategy Planning, Execution, Assessment, and Refinement
- Digital Marketing Strategy and Its Components
- RACE Framework
- AIDA Framework
- Integrated Marketing Communications or IMC: 6M Framework
Early applications encouraged.
Limited seats are available.
Application Deadline
Last Date: July 26, 2022
Daksha Career Services
Three 90-minute workshops from career management industry experts Job placement assistance from partner companies are published, applied to, and tracked to success via an online platform (offered in partnership with Superset) Past participants of Emeritus work at Microsoft, ICICI Bank, Infosys, HDFC, AirBnB, TCS, Ola, Flipkart, JSW, Wipro, Honeywell, JP Morgan, Reliance Jio, Mahindra, Gartner, Accenture, Cognizant, amongst others
