9 Months

₹1,76,000+ GST

With the onset of 2023, the markets were hit by a slowdown and it became harder for companies to gain new customers and retain the existing ones. Astute marketers can see why social media marketing becomes important now more than ever, in reaching the new leads, engaging the existing customers, and building brand trust and loyalty.

The Post Graduate Certificate Programme in Digital & Social Media Marketing from IIM Visakhapatnam helps participants understand how to use the latest technology to optimise your marketing efforts and attract more customers. It helps you stay ahead of the competition and gain a competitive edge.

IIM Visakhapatnam Course Highlights

3 days of campus immersion

Capstone project and hands-on practice sessions

IIM Visakhapatnam Executive Alumni status

IIM Visakhapatnam Course Content

Module 1: Basics of Marketing – Recap
  • Introduction to Marketing Management Process
  • Understanding the Consumer Journey
  • Mapping the Consumer Journey
  • Market Segmentation Process, Identifying Segments for Profitability, and Target Marketing Positioning
  • Products and Services and Positioning Strategies
  • Understanding Customer Value
  • Communicating Value
  • Importance and Scope of Digital and Social Media Marketing
Module 2: Foundations of Digital Marketing
  • Introduction to Digital Marketing
  • Digital Marketing Landscape
  • Traditional vs Digital Marketing
  • Understanding Digital Business Models
  • Digital Marketing Strategy
  • Introduction to Search Engines for Marketing Applications
  • Introduction to Social Media Marketing
  • Online Reputation Management and Online Brands
  • Measuring and Evaluating Digital Campaigns
Module 3: Branding and Integrated Marketing Communication
  • Brands and Brand Management
  • Brand Equity Managing Brands in the Long-run
  • Integrated Marketing Communication (IMC) – What, Why, and How?
  • Execution and Evaluation of IMC
  • Communication Techniques in Marketing Communication
  • Promotional Activities in Creating Awareness - Product/Service
Module 4: Search Engine Optimisation
  • Search Engine Results Pages (SERP)
  • Black Hat, White Hat, and Gray Hat SEO
  • Keyword Optimisation
  • On-page SEO
  • Off-page SEO
Module 5: Search Engine Marketing
  • Banner Advertisement
  • Display Advertisement
  • Pay-Per-Click (PPC)
  • Bid and PPC Calculation
Module 6: Website Creation and Management
  • Setting up an Account
  • Account Structure
  • Tracking and Reporting
  • What is a Tag and What is GTM?
  • Setting up GTM
  • GTM Structure
  • Types of Triggers
  • Advantages of GTM
  • Measuring Campaign Effectiveness
Module 7: Social Media Marketing
  • Defining Social Media Marketing
  • Elements of Social Media Marketing
  • Social Media Vehicles Elements of Social Media Marketing Strategies
  • Social Media Mix
  • Social Media Campaign Management
  • Facebook Marketing
  • LinkedIn Marketing
  • Instagram Marketing
  • Twitter Marketing
  • YouTube Marketing
  • WhatsApp Marketing
  • Snapchat Marketing
  • Reddit Marketing
  • Pinterest Marketing
  • Mobile Marketing
  • Performance Marketing
  • Remarketing using Digital and Social Media
  • Other Modes of Online Marketing
    • Affiliate Marketing
    • Influencer Marketing
    • Blogger Outreach
    • Content Marketing
    • Email/Catalogue Marketing
    • Online Reputation Management
Module 8: Creating and Executing Digital Strategy
  • Crafting a Digital Strategy that Works
  • Integrating Digital, Social, and Mobile with Traditional Channels
  • Key Assumptions and Frameworks of Digital Strategy
Module 9: Introduction to Programmatic Way of Digital Advertising
  • Marketing Automation to Engage Customers
  • Real-time Bidding
  • AI/ML Applications
  • Customer Lifecycle
Module 10: Digital Marketing Analytics
  • Introduction to Digital Marketing Analytics
  • Predictive Analytics and its Applications in Digital Marketing
  • Budget Allocation Decisions
  • Evaluating WOM Campaigns
  • Attribution Modelling
  • Social Listening and Analytics
  • CRM Analytics
  • Selected Tool(s) for Analytics in Marketing
  • Market Basket Analysis
  • NLP-based Tools for Sentiment Analysis
  • Overview of ML and AI Techniques
  • Applications of ML and AI in Digital Marketing
  • Introduction to Big Data Analytics
  • Understanding Web Analytics
  • Search Engine Optimisation/Search Engine Marketing
  • Promotion Analytics
  • Media Selection Modelling
  • Advertisement Effect Calculation
  • Viral Marketing
  • CLV Calculation
  • Text Mining
  • Social Network Analysis
Module 11: Customer Experience Management in Digital Era
  • CRM vs Customer Experience Management
  • Customer Journey Mapping
  • Touchpoints and Moment of Truth
  • Brand Relationship Quality
Module 12: Digital Marketing and Road Ahead
  • Growth Hacking
  • Customer Relationship Management
  • Business-to-Business Marketing
  • Marketing of Services
  • New Product Development using Digital Platforms
  • Innovations in Digital Marketing
Module 13: Capstone Project

*Courses are subject to change

IIM Visakhapatnam Course Eligibility Criteria

  • Diploma (10+2+3)/Graduate (10+2+3)/Post Graduate degree in any discipline, from any recognised University
  • Work experience of 1 year or above is required

IIM Visakhapatnam Course Admission Criteria

The admission will be based on the overall profile of the applicants. Candidates will have to submit an SOP along with other relevant documents, at the time of application.

Course Schedule

Sundays – 6:00 PM to 9:00 PM