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Digital Marketing: Strategy, Tactics and Execution


14 Oct 2019 - 18 Oct 2019
MDP Number : 27
Area : Marketing
Venue : XLRI Jamshedpur
Programme Directors : Ravi Shekhar Kumar

Introduction and Objective :

Digital Marketing i.e. marketing communication through digital media has become a mainstream marketing activity for organisations. The global spend on digital media is approximately 40% of the total media spend and it has crossed spend on television which hitherto the highest.

Developing and executing a strategic plan on digital marketing requires a holistic understanding of digital channels, their use for various marketing objectives and knowledge of appropriate tools and techniques to implement the same. This program will assist the participants to understand methods and tools that are key to building a comprehensive digital marketing strategy and execute it effectively in organization.

The program will prepare the participants to gain a 360-degree appreciation of the use and effectiveness of digital channels for branding and promotion. The participants will get opportunity to work on data labs of live business. This program will also dwell on the latest thinking and best practices in the industry and help the participants in the integration of digital marketing with marketing strategy for long-term growth.

Methodology :

The program will be taught through a series of classroom lectures on strategic digital marketing, relevant case studies, simulating development of digital marketing strategies for organisations and brands using tools like Google Ads, Google Analytics and Facebook Ads Manager. The participants will also get to work on data labs consisting of data from operating business.

Expected Participant :

Expected participants are senior and mid-level executives and managers from marketing, sales, advertising and public relation domains. Entrepreneurs intending to market their products and/or services through digital media can also benefit from the program.

Programme Contents :

  • Similarities and differences, strength and weaknesses of digital media as a marketing communication channel with respect to tradition marketing communication channels
  • Understanding Inbound and Outbound marketing in the context of Paid, Owned and Earned Media
  • Marketing through Search (Search Engine Marketing / PPC Marketing; and Search Engine Optimisation) and its use in driving sales for organisation
  • Implementing Online Display and Video Marketing and its use in building brands and acquiring customers
  • Social Media Marketing for brand building, customer engagement and lead generation.
  • Understanding and Implementing Influencer marketing
  • Implementing Engagement Marketing and online reputation management using Social CRM for driving Customer Engagement Value
  • Use of Remarketing for cost-effective conversion
  • Digital marketing analytics using Google Analytics and data lab
  • Developing an integrated digital marketing plan and budget
  • Managing digital agencies, developing digital marketing service contracts

Programme Directors :

Prof. Ravi Sekhar Kumar

Duration :

October 14 - 18, 2019

Venue :

XLRI Jamshedpur

Fee (per participant) :

Non Residential
Rs. 45,000/-
Service Tax extra, as applicable