Book Free 1 on 1 session with our counsellors

Last date of application: 24/09/2020

Book Free 1 on 1 session with our counsellors

Last date of application: 24/09/2020

Certificate of Completion from IIM Raipur

On successful completion, you will receive certificate of completion from IIM Raipur

Experiential Learning

Knowledge imparted through hands-on exercises, discussions and simulations to develop practical skills that can be applied to real life scenarios

Digital Media Planning

Learn how to develop and execute a successful Digital Media Plan

Social Media & Digital Marketing Analytics

Learn how to create powerful digital marketing and social media campaigns and measure their effectiveness and impact through analytics

Exposure to latest Digital Marketing Channels and Social Media Strategies

Learn about the latest innovations in Digital Marketing and how to leverage social media for maximum impact


  • Marketing & Sales Professionals – Professionals with roles in Sales, Marketing, Business Development, Branding, Advertising, Communications and Digital Marketing
  • Frontline Professionals – Executives in fields like Customer Relations, Product Development, HR, Consultation, PR etc. who employ social media marketing
  • Business Heads – Business or Department Heads with the responsibility to identify innovative marketing channels and leverage social media for growth and outreach
  • Entrepreneurs – Business Owners who have the ambition to create and establish their business presence globally through online marketing
  • Early Professionals – Freshers or Interns who want to enhance their knowledge in online marketing and social media
  • For Indian Residents: Rs 75,000 + GST
  • For International Students: USD 1700
  • Course Commencement: 03rd January 2021
  • Duration: 5 Months
  • Schedule of Classes: Every Sunday from 10.00 a.m. to 01.15 p.m. IST (3 Hours)
  • For Indian Participants – Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a recognized university (UGC/AICTE/DEC/AIU/State Government) in any discipline
  • For International Participants – Graduation or equivalent degree from any recognized University or Institution in their respective country
  • Proficiency in English, spoken & written, is mandatory
  • Interns & Working Professionals

The primary method of instruction will be through LIVE lectures that will be beamed online via Internet to student desktops/laptops or classrooms. The course will be delivered through a combination of methods selected from among LIVE lectures, discussions, hands-on exercises, cases, assignments, group/individual presentations, quizzes and tests.

All enrolled students will also be provided access to our SLIQ 2.0 Cloud Campus through which students may access other learning aids, reference materials, assessments, case studies, projects and assignments as appropriate. Throughout the duration of the course, students will have the flexibility to reach out to the professors, real time during the class or offline, via our SLIQ 2.0 Cloud Campus to raise questions and clear doubts.


Course Introduction – Introduction to Digital Business and Marketing Strategy

  • Course introduction
  • Marketing in the digital world
  • Impact of digital marketing on traditional marketing
  • Technologies used in digital marketing
  • Challenges of digital marketing

Module 1 – Introduction to the Digital Landscape

1.1 Designing a Digital Marketing Strategy

  • Need for integrated digital marketing strategy
  • Setting goals and objectives; Situation Analysis
  • Strategy formulation for digital marketing

1.2 Digital Consumer Behavior I

  • Understanding the consumer decision making process on the Internet
  • Online information search and purchase behavior
  • Factors influencing online choice

1.3 Digital Consumer Behavior II

  • Segmenting, Targeting, Positioning online
  • Creating online user experiences
  • Personalization and recommender systems

Module 2 – Understanding Websites

2.1 Fundamentals of Website Design and Development

  • Understanding essentials of website
  • Building effective website
  • Writing effective content

2.2 Understanding Google Analytics

  • Web Analytics
  • E-commerce / Business website best practices

2.3 Improving website performance

  • Understanding consumer behavior through website performance
  • Consumer Behavior Model Graph (CBMG)

Module 3 – Fundamentals of SEO and SEM

3.1 In-bound Marketing Using SEO

  • What is SEO
  • Concept of Search Engine Results Page (SERP)
  • On-page SEO
  • Off-page SEO
  • Link-backs
  • PageRank, Domain Authority, Page Authority
  • Local SEO
  • Concept of Black Hat SEO

3.2 Search and Display Advertising

  • Keyword research, AdRank, Quality score of search ads
  • Payment models and bidding strategies for online advertising
  • Google display network and display ads
  • Planning and budgeting for ad campaigns
  • Forms of display ads

3.3 Measuring ROI of digital spending

  • Managing digital sales
  • Cost of customer acquisition, cost of customer retention
  • Calculating ROA on digital advertising
  • Online CRM

Module 4 – Competition In The Digital World

4.1 Competition in Digital Businesses

  • Understanding competition in Digital Businesses
  • Role of technology in the competition

Module 5 – Fundamentals of Social Media Marketing

5.1 Leveraging Social Media

  • Concept of Account, Page, Post, Group, Event in Facebook
  • Facebook post reach
  • Targeting and bidding in Facebook
  • Promoting page
  • Leveraging Contests and Polls
  • Twitter, LinkedIn for B2B marketing

5.2 Social Network Analysis

  • Understanding social networks and its uses
  • SNA for marketers
  • SNA metrics

5.3 Social Media Analytics and Social Listening

  • Defining Campaign Metrics
  • Defining Conversions and Conversion Tracking
  • Social Media Campaign Analytics
  • Active vs. passive listening
  • Impact of social listening on businesses

5.4 Content Marketing

  • Creating content that generates leads
  • Planning Content Marketing Campaigns

Module 6 – Remarketing & Marketing

6.1 Remarketing: Targeting “Intent to Purchase” Audience

  • Targeting: Audience with “intent to purchase”
  • Remarketing using Google Adwords
  • Google shopping ad
  • Dynamic remarketing
  • Defining goals and conversions
  • Retargeting using Facebook

6.2 Email Marketing

  • Types/uses of email marketing
  • Disadvantages
  • How ethical marketers manage email, Permission Marketing

6.3 Mobile Marketing

  • Difference between website, responsive website, mobile website, mobile app
  • Crafting mobile strategy
  • SMS marketing, Use of QR and Proximity marketing
  • Delivering digital ads on mobile devices

6.4 Marketing Automation & Omni Channel Market

  • Rise of omni channel marketing
  • Omni channel vs multi-channel marketing
  • Omni channel best practices
  • Marketing automation and tools

Module 7 – Transitioning To Digital

7.1 Transitioning to Digital

  • How organizations transition to the Digital
  • Challenges in the transition
  • Changes in traditional 4 Ps
  • New York Times Paywall

7.2 Wrap-Up

  • ‘Subscribed’ by Tien Tzuo (a summary)
  • Concept summaries of the course


About Course

This 5 month certificate course in digital marketing and social media strategy is designed to provide an up-to-date comprehensive understanding of the rapidly evolving world of digital marketing. The course comprehensively covers the technical and behavioral fundamentals of digital marketing practices and online consumer behavior. Issues pertaining to and springing from business practices will be explored which will allow the participants to design dynamic and robust digital marketing strategies.

The specific objectives of the course include:

  • To understand the strategic and tactical nature of digital and social marketing
  • To understand the role of digital marketing in a company’s channel/media portfolio and its impact on the marketing function
  • To identify and understand the plethora of options currently available for implementing and nurturing marketing campaign on the Internet (and appreciate that they are constantly evolving!)
  • To understand the balance between technology and consumer behavior for digital and social media marketing best practices
  • To understand how firms transition to the digital platforms

Experiential component: Besides developing fundamental understanding of how digital marketing ecosystem functions, participants will also be exposed to experiential learning modules including creation of own website, engaging in content writing and search engine optimization, linking of website with social media accounts, managing Google AdWords accounts, digital advertising campaigns, marketing automation tools, and analytics. The pedagogy also includes contemporary case studies to provide comprehensive learning.

About IIM Raipur

Indian Institute of Management (IIM) Raipur was set up by the Government of India, Ministry of Human Resource Development in 2010 at Raipur, the capital of Chhattisgarh.

Ranked 19th amongst B-Schools in India by Govt of India MHRD-NIRF Rankings 2019, IIM Raipur offers flagship 2 years full-time Post-Graduate Programme in Management (MBA) as well as the Post Graduate Programme in Management for Working Executives (PGPMWE). IIM Raipur believes in preparing ethical leaders who are not only committed to business, commerce and industry but are also socially conscious towards their contribution in nation-building and bring in name for the country globally. IIM Raipur is also committed to excellence in research and has a strong doctoral (Ph.D.) programme along with a supportive ecosystem promoting research within the faculty fraternity.

IIM Raipur has strong international collaborations for student exchange programmes with prominent universities and institutes in 13 countries across the globe including Australia, Chile, Germany, France, Greece, South Korea, Mexico, New Zealand, Austria, Peru, Russia, Slovakia and Thailand.

IIM Raipur also offers consulting services to design and implement policies, systems and processes in functional and cross-functional areas of business. Besides, regular in-campus and in-company training programmes are conducted by IIM Raipur faculty members for supporting industry requirements.

IIM Raipur started functioning out of its sprawling new campus in Atal Nagar, Raipur from 2018. The new campus spread over 200 acres is a state-of-the-art campus offering a blend of modern architecture, culture and heritage of Chhattisgarh.

About Talentedge

Talentedge is an Ed-Tech firm. We are the first to bring ‘Live & Interactive’ anywhere learning in digital format. Jointly with world’s leading institutes and corporates, we offer courses to working professionals, enabling them to plan their future course of action and fast track their careers. We also partner with top Indian & International institutes including IIMs, XLRI, MICA, Jack Welch Management Institute (JWMI), London School of Business & Finance (LSBF) and also with top corporate names like Society of Human Resource Management (SHRM) and others. Our ability to re-create classroom-type interactions in the virtual world has struck a chord with over 3,00,000 individuals and corporate learners. By bringing eminent subject experts into online education, we initiate industry relevant learning. We are also one of the first Ed-Tech organizations to be credited with an ISO 9001:2008 certification.


Prof. Arunima Shah

Ph.D (IIM Lucknow), MBA (University of Calcutta)

Dr. Arunima Shah is an Assistant Professor in the Department of Marketing Management at Indian Institute of Management, Raipur. She has done her PhD in Marketing from Indian Institute of Management, Lucknow. Her research and teaching interests revolve around consumer behaviour on the Internet, Digital Marketing, multi-channel retail, and technology adoption. She has done her Masters in Business Management from Calcutta University and Bachelors in Business Administration from Jadavpur University, Kolkata.

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