Executive Development Program in

Digital Marketing
from XLRI
Program Objectives
This program is intended for sales and marketing executives who want to take advantage of digital
marketing techniques to improve their and their companys performance. Early career
sales/marketing/advertising and IT professionals looking for a career shift to digital marketing will
find this program useful. Entrepreneurs willing to adapt digital marketing for their business growth
will benefit from this program.

The learning objectives of this program are

To understand how digital technology or media can impact firms tactical marketing activities and
drive firms performance.

To understand how to apply different digital marketing techniques.

To align digital marketing activities with the firms marketing strategy.

To manage digital content and apply analytics for effective digital marketing.

To accomplish above objectives, participants will be exposed to different digital marketing

techniques (e.g., search engine marketing, social media, mobile marketing, and content
management) during the course. Through this program, participants will be able to appreciate the
importance and effectiveness of digital marketing.

By the end of the course, participants may

Apply digital marketing techniques employing web, mobile and social media for firms marketing
activities.

Use digital marketing tools for managing digital campaign.

Manage in-house/outsourced digital marketing activities.

Program Highlights

Certificate of Completion from XLRI

Work on a Capstone project and learn to apply concepts in a real

business environment.

In depth learning provided by imparting learning on digital

marketing techniques, tools and analytics using data labs.
Certificate of
Knowledge imparted through class exercises to develop hands on
Completion
skills that can be applied to practical scenarios.

Course content and structure designed entirely by XLRI.

Lectures imparted by eminent faculty and Industry experts.

Fully Online Fully Online Course with LIVE online interactive lectures that
Course provides a real classroom experience in a virtual environment.
No isolated learning experience.

Seamless technology that can transmit lecture videos effectively

at home broadband connection of 512 kbps.

User friendly and easy to use technology interface. No expensive

and time consuming software/hardware installations required at
your end.

Virtual classrooms that allow for active interactions with other

fellow students and faculty.

Convenient schedules to suit working professionals

In the event that a student misses a LIVE lecture on the Virtual

Classroom for reason(s) beyond his/her control, student can
request On Demand access to the recorded session. Permission
may be granted subject to the explicit approval from the individual
faculty based on his/her discretion and genuineness of the
circumstances.

TALENTEDGEs Cloud Campus Students on our virtual social

learning platform are provided access to course presentations,
projects, case studies, assignments and other reference materials
as applicable for specified courses. Students can raise questions
and doubts either real time during the live class or offline through
the Cloud Campus.

Learn from Anywhere No need to travel to an institute or training

center. Student may learn from the comfort of his/her home.
Syllabus
Basic Marketing and Digital Marketing

Search Engine Optimization

Search Engine Marketing

Online display and Video Marketing

Branding and Marketing Communication in Digital Age

Social Media Marketing

Mobile Marketing and E-mail Marketing

Digital Media and Marketing Analytics

Website Design and E-commerce

Managerial Communication and Content Management on Digital Platform

Affiliate Marketing

Managing People and IT for Digital Marketing

Monetising Digital Assets

Integrated Digital Marketing Strategy

Capstone Project A comprehensive project related to the different facets of digital marketing as
discussed in the program

Program Faculty
PROF. RAVI SHEKHAR KUMAR
FPM (IIM, Lucknow), B.Tech [IIT (BHU), Varanasi]
Dr. Ravi Shekhar Kumar joined XLRI marketing area in 2012. His research and
teaching interest lies in Digital Marketing, Brand Equity, Experiential Marketing
and Healthcare Marketing. He has published papers in international journals and
presented papers at various international and national conferences. Previously
he has worked in sales and marketing department of Larsen and Toubro
Limited, and TATA Hitachi construction machinery company limited. He is also
the recipient of second best doctoral dissertation proposal award at International Conference in
Marketing- "Shaping the Future of Research in Marketing in Emerging Economies and recipient of
special mention award at second International Conference of Brand Management.

DR SOUMYAKANTI CHAKRABORTY
Fellow (IIM Calcutta), B.Tech (Calcutta University)
Joined XLRI Information Systems Area in 2009. His primary teaching interests
include Business Modeling, Strategies of Information and Network Industries.
His key research interests include economics of information industries, cloud
pricing, two sided platform businesses, combinatorial auctions, and algorithms.
He has provided corporate training for reputed organizations in both the
private sector and the public sector such as Viacom18, Madura Fabrics Limited, NHPC, NADP,
WBSEDCL and other corporates.
Eligibility
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.

The minimum work experience for the program is 24 months that may be waived for MBAs.

Who should attend

Marketing managers intending to understand and implement digital marketing in their
organizations.

Professionals from fields of sales and marketing, advertising, communication and PR intending to
learn digital marketing for their skill and career advancement.

Entrepreneurs and business owners looking at using digital media for promotion and growth of
their businesses.

IT professionals looking at business implication of digital technology/media for marketing.

Independent professionals (e.g., lawyers, CAs, Management Consultants, Doctors and Public
Relation professionals) for building and growing their practice.

Pedagogy
The classes for this programme will be through LIVE lectures that will be beamed online via internet to
participant desktops/laptops or classrooms using Talentedge Direct To Device platform.
The pedagogy will comprise concepts and frameworks, hands-on sessions on digital marketing tools,
use-cases, case studies, interactive sessions, project work and class exercises imparted by XLRIs
faculty and industry experts. The participants will have opportunity to work on data lab consisting of
live industry data. Participants are expected to complete an industry relevant Capstone project with
the guidance from faculty.
This program is mostly hands-on and so it is recommended, though not a necessity that participants
have two devices one to follow the lecture, and the other for hands-on practice on digital tools.
Assessment
A minimum of 70% attendance to the LIVE lectures is a prerequisite for the successful completion of
this program. There are periodic evaluations built in throughout the duration of the course. These
maybe in the form of a quiz, assignment, project, case studies or other objective/subjective
assessments. The evaluations are designed ensure continuous student engagement with the course
and encourage learning. Participants who successfully complete the same along with the requisite
attendance criteria, will be awarded a certificate of completion by XLRI. Participants who are unable
to clear the evaluation criteria but have the requisite attendance will be awarded a participation
certificate by XLRI.

Schedule and Fees

Date of Program Commencement: 20 December 2017

Program Duration: 6 months

Schedule of Classes: 2 classes of 1.5 hours each on Wednesdays and Saturdays

from 08.00 p.m. to 09.30 p.m. IST

For Indian Students Fee: INR 80,000 + Taxes

For International Students Fee: USD 1750

How to Apply
For admissions, students can register at : www.talentedge.in

For more details:

Students can write in to - [email protected] or call at +91-83760 00600
Talentedge, CBIP Building, 5th floor, Plot No - 21, SECTOR-32, Gurgaon - 122003
Students can also connect with XLRI VIL Office for any queries at: [email protected]