Learn from #1 B-School in India

Level Up in Your
Digital Marketing Journey

Professional Certificate
Programme in Digital Marketing
25 Weeks | Online | ISB Executive Alumni Status

Starts on December 30, 2024

Integrated with
Generative AI
Programme Summary
Professional Certificate Programme in Digital Marketing

Institute Name Programme Duration Cost Learning Mode Weekly Effort

ISB Executive 25 Weeks INR 1,90,000 + GST Online 4-6 Hours a Week
Education

Faculty Guest Faculty/ Eligibility Certificate

Programme Leader
Industry Experts Upon Successful Completion of the
ISB Faculty Subject Matter Any Graduate/
Programme, Participants will Be
Senior Industry Experts/Mid-industry Diploma Holder
Awarded a Verified Digital Certificate
Practitioners Practitioners from ISB Executive Education

Learning Experience

Pre-recorded videos with ISB faculty - High-quality videos - On-demand learning -

Learn at your own pace, around your Great learning experience, even Re-watch any lesson/ concept for deeper
busy schedule while on the move understanding

World-class faculty - Cohort-based learning -

Learn from the best faculty and Networking & Community Interaction
industry practitioners by using discussion boards

Frequently Asked Questions

Are there any LIVE sessions with the institute faculty in this programme?
This programme is designed to provide flexible learning given the time constraints of working professionals and contains high-quality pre-recorded
videos with the globally renowned faculty from ISB. No LIVE sessions will be taken by ISB faculty.
What is the role of the Programme Leader? Are they institute faculty?
Programme Leaders are Industry Practitioners/Subject Matter Experts who help with doubt-clearing sessions, cover specific topics deeper and share
real-world examples wherever needed. They are not the faculty of the institute.

Who grades/ gives inputs on the assignments and projects?

The assignments are graded either by the Programme Leader or the internal grading team.
Is there a qualifying mark/ grade to get the final certification in this programme?
Yes, a minimum score of 70% in all required assignments including capstone to successfully complete the programme and receive a digital certificate of
completion.
What if I miss the assignments for a particular week? Can I attempt them later?
An assignment that is not submitted by the due date is late. Late assignments will be accepted until one week after the programme end date, which
is published on the programme homepage. Feedback will not be provided for late submissions.
Who is the faculty for the LIVE Masterclass/Online sessions/Doubt-clearing sessions?
Masterclasses are conducted by industry experts with domain expertise. They are not the faculty of ISB. Doubt-clearing sessions are carried out by the
Programme Leaders, as they monitor individual student progress.
Do I get Alumni status of the institute on completion of this programme?
This programme comes with ISB Executive Alumni Status which includes access to resources, networking opportunities, discounts on programs, access
to support team, exclusive event invitations, and the chance to be a guest speaker.
What if I don’t find the programme appropriate for me after starting the sessions? Can I seek a refund?
We encourage our learners to complete the programme to fully understand the concepts and derive valuable learning outcomes. Should you still feel
the need to stop your learning journey, a refund request can be initiated before the programme commencement. However, after the programme
commences, the fee becomes non-refundable.
What type of certificate will I receive?
Upon successful completion of the programme, you will receive a smart digital certificate. The smart digital certificate can be shared with friends,
family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate
will be sent approximately two weeks after the programme, once grading is complete.
How long will I have access to the learning materials?
You will have access to the online learning platform and all the videos and programme materials for 12 months following the programme start date.
Access to the learning platform is restricted to registered participants per the terms of agreement.

This Programme Summary is provided only for your convenience. You are advised to refer to the Programme Brochure for more information.
Why Digital Marketing?

01 According to Satista 2024

In 2024, digital ad spending is forecasted to
hit US$740.3bn. Additionally, the average ad
spending per user in the In-app advertising
market is expected to reach US$63.7 in 2024.

02 Learn to become a digital

marketing expert
The Professional Certificate in Digital
Marketing programme by ISB Executive
Eduction tries to bring to you a 360-degree
in-depth look into the various facets of digital
marketing, which helps you understand how
to best leverage this for different channels
and use analytics to extract key insights from
campaign reports.

03 The programme will help you

understand the latest digital
marketing skills
in the market such as mobile marketing,
programmatic buying, video marketing and
many more.

04 For a comprehensive education,

get a complete framework for the key concepts
and principles of digital marketing, which will
develop your business acumen so that you can
strategise an effective digital marketing strategy
and help you move up in your marketing career.
Digital Marketing
Jobs Landscape

38,000+
Open Digital Marketing Jobs
(LinkedIn, 2024)

Top Jobs by Skills

SEO/SEM Content
22,000+ Marketing
Social 10,000+ Email
Jobs
Media Marketing
Jobs
Marketing 5,000+
15,000+ Jobs
Jobs
Programme Highlights

200+ Cutting-edge Modules

and Live Masterclass
on Generative AI in
Pre-recorded Videos for
Digital Marketing
Self-paced Learning from
Renowned ISB Faculty

4 20+
Hands-on Real World Trending Digital
Case Studies Marketing Tools

4 5+
Simulations Live Webinars with
Programme Leaders

6 1
Live Masterclasses on Hands-on
GenAI, Marketing Capstone Project and
Automation and More Simulation

90+ Gain the Prestigious

ISB Executive
Assignments* and Alumni Status
Quizzes

Notes:
ISB faculty will not be a part of weekly live sessions or any other live interaction in this programme. We have a curated
panel of eminent programme leaders who will be conducting the weekly live doubt-clearing sessions.
The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.
*Assignments are graded either by programme leaders who are available to support participants in their learning journey
and/or by the Emeritus grading team.
**Programme leaders are domain experts who will clear your doubts and guide you through your learning journey.
 Key Topics Covered

Social Media Market Research Search and

Advertising and Analytics Display Marketing

Content Mail Influencer

Marketing Marketing Marketing

Video Mobile Marketing

Marketing Marketing Automation

Digital
Branding

Live Masterclasses

Generative AI in Digital Deciding the Marketing Automation

Marketing on Copywriting Influencer Marketer and CRM Integration
and Copyediting Using
ChatGPT

Market Research by Mobile Marketing Google Ads Workshop

Companies

Notes: Our masterclasses offer an insightful overview of the topics, which help you explore further. While our masterclasses provide a valuable
overview, they're just the beginning.
Digital Marketing Tools

Notes:
-All product and company names mentioned in this material are trademarks or registered trademarks of their
respective holders. Their use does not imply any affiliation with or endorsement by them.
-The tools showcased in this material are optional and will be taught through pre-recorded demo videos.
-These sessions on tools are optional and will not be considered for your final evaluation.
-Regarding tools with ‘free’ certifications: we have included a detailed guide on the specific locations and procedures
for obtaining your certification.
-The fee does not cover any payments required for certifications offered by the tools or tool subscriptions.
Simulation with Stukent
Mimic Pro and Mimic Social
Advance your skills with an in-demand digital marketing simulation platform
with real-world scenarios to:

Develop targeted Monitor and optimise key

content strategies performance metrics

Create and optimise Effectively manage

simulated campaigns campaign budgets
Who Is This Programme For?
This programme has been designed for early to mid-level career
professionals who are interested in:

Getting an in-depth 360-degree look into the latest digital marketing

frameworks & strategies in order to consolidate their knowledge in
digital marketing and take their career to the next level

Understanding all aspects of digital marketing to optimally run paid

campaigns, plan SEO strategies and work on programmatic buying
campaigns

Certifying their digital marketing education from the #1 B-school in

India, gaining the ISB Executive Alumni status and getting a certificate of
completion from ISB Executive Education

Top job roles for early to mid-level digital marketing professionals –

Digital Marketing Manager, Digital Marketing Associate, SEO Specialist,
Email Marketing Specialist, etc

Key industries where this programme is relevant:

Education/Ed-Tech, Manufacturing, Banking and Finance, Pharmaceuticals /

Biotechnology/Healthcare, Internet/E-commerce, Retail, FMCG, Information
Technology/Services, Consulting, Consumer Electronics, Oil and Gas/Energy,
Infrastructure, Hi-Tech, Telecommunications.

Any industry that uses digital channels to reach consumers will be relevant.
What Will You Learn in
This Programme?

Social Media Advertising Market Research

Promotions Research Process
Influencer Marketing Problem Formulation
Social Listening Marketing Intelligence

Analytics for Search Marketing

SEO | Social | Web Behaviour Local and Mobile Voice
Experience | Outcome Multimedia
Social Media
Future of Search

Display Marketing Email Marketing

Ecosystem Best Practices
Types of Ads & Campaigns Deploying Mails
Banner Ad Practices
 What Will You Learn in
This Programme?

Mobile Marketing Content Marketing

Overview | Trends | Types Types of Content
Mobile Friendly vs Mobile Optimised Content Marketing vs Content Writing
Mobile App Analytics Tool Content Optimisation

Branding In The Digital World Marketing Automation, AI and

Online Reputation Management Generative AI
ORM Tools What Is Marketing Automation?
Marketing Automation Tools
Generative AI in Digital Marketing

Video Marketing Media Buying Planning & Digital

Overview of YouTube Platforms and OTT Privacy Optimisation
YouTube Channel Management Budgeting and Allocation
Goals Suitable For Video Marketing Digital Security and Emerging
Technologies
Why Choose This Programme?
Describe digital customer behaviours and ways to reach customer
segments and enhance engagement by using the digital marketing
funnel

Get an in-depth 360-degree understanding of digital marketing,

application of AI, Generative AI and new developments on digital
marketing strategy

Devise strategies to create optimal performance marketing plans on

digital ad and paid marketing platforms like Google Ads, Social
Media, Email Marketing, Video Marketing & Mobile Marketing

Apply what you learn about digital marketing by running real-time

campaigns in a simulated environment

Learn to use marketing analytics to evaluate campaign KPIs &

generate valuable insights into campaign performance & strengthen
your marketing plans

Understand programmatic buying tools such as DSP, RTB and

Google Ads exchange

Explore the role market research plays in marketing, the research

process and how to use market intelligence to better understand
customer behaviour

Describe the various steps of the framework for successful planning

and execution of a digital marketing strategy

Evaluate a customer-centric digital marketing strategy aligned with

the organisational marketing goals

Identify real-time cases through industry-standard case studies to

understand how companies navigated through the dynamic digital
world using various tools & strategies
 Digital
SEO
Marketing
Specialist
Executive

Mail Top 6 job titles Digital

Marketing you can apply for Marketing
Specialist after completion Manager
of the programme
Senior Account
Account Planning
Manager Associate

The future scope of Digital Marketing in

the Indian Internet business will be worth
US$160 billion by 2025.
(Goldman Sachs)
Programme Faculty

Madhu Viswanathan
Associate Professor of Marketing
Research Director at IIDS

Professor Madhu Viswanathan’s research

work focuses on the role of distribution
channels, B2B relationships, salesforce
compensation and its impact on marketing mix
elements like prices and assortments. His
work has been published in Journal of
Marketing Research, a premier journal in
marketing.

Sudhir Voleti
Associate Professor of Marketing
Associate Dean of LRC & Faculty Alignment
Academic Director at IIDS

Professor Sudhir Voleti’s research focuses

on combining data with econometric and
statistical methods to explain phenomena of
marketing interest such as evolution in the
equity of brands across time, etc.

Vasudeva Verma
Visiting Faculty at IIIT Hyderabad
Head of Language Technologies Research Centre (LTRC)
Head of Information Retrieval and Extraction Lab (IREL)

Professor Vasudeva Verma’s research

interests are in the broad areas of Information
Retrieval, Extraction & Access, more
specifically: Social Media Analysis,
Summarisation, Semantic Search, Text
Generation, and Cloud Computing.
Programme Modules

Module 1

Introduction to Digital Marketing:

Role of digital media
Advantages over traditional
marketing, and scope in India

Module 2
Customer Psychology:
Customer behaviour, needs, wants and desires
Customer centricity
Exposure, perception and memory
Power of WoM

Module 3
Customer Relationships:
Personas, customer value, customer journey
and acquisition
Customer retention and optimisation

Module 4
Factor Analysis:
Research process
Problem formulation
Tools, competition and market intelligence

Note: Modules/topics are indicative only, and the suggested time and sequence may be dropped/modified/
adapted to fit the total programme hours.
 Module 5 Branding in the Digital World
[Online Reputation Management (ORM)]
Identify various branding opportunities to help grow
brand awareness digitally
Design ORM strategies for healthy online reputation of
your brand using tools such as Social Mention and
Talkwalker
Classical ORM failure case study on JW Marriott Rahul
Bose Controversy

Content Marketing, Blogs and Videos: Module 6

Identify and elucidate methods on how content
marketing strategies help brands reach out to their
potential target Audience through
personalised/contextual communication
Understand YouTube channel management, metrics
and Platform usability in detail
Identify which goals map with the requirements of
advertisers on YouTube
Case study on Society Tea's Viral Video Marketing
Campaign on #OneMinute Tea Challenge

Module 7 Social Media Marketing and Influencer Marketing:

Identify and discuss the implementation of self-serving
ads on Facebook
Identify and discuss the implementation of self serving
ads on LinkedIn
Case study on how Cadbury launched social media
campaigns in promoting its new Heart Pop products with
trending hashtags

Module 8
Email Marketing:
Types of emails
Differentiate the concepts of email marketing with
Mailchimp tool
Understand the best practices of implementing and
deploying impactful email strategies
 Module 9
Search Engine Optimisation
(Google Ads Details, Conversion Tracking,
Remarketing)
Understand and implement SEO methods to improve
website rankings through on page as well as off-
page techniques
Understand tools like Keyword Planner, Ubersuggest, GMB & Yoast SEO
WebMaster tool, SEO Audit, Technical SEO, Local SEO, case studies

Module 10
Search Engine Marketing
(Google Ads Details, Conversion Tracking,
Remarketing)
Understand different ad types catered to different
audience, concepts of bidding & ad optimisation
The simulation of Google Ads will result in the
identification of in-depth knowledge on ad creation
process and remarketing ad concepts.
Case Studies
1. Leveraging extensions for higher clicks
2. Using target CPA of bid optimisation
3. Regaining market through Search Ads
4. Game promotion through YouTube

Module 11
Mobile App Marketing and Growth Hacks:
Overview of mobile marketing
Trends to watch in mobile marketing
Mobile friendly vs mobile optimised (Responsive)
What are mobile apps
Types of mobile apps

Module 12

Conversion Rate Optimisation (CRO);

and Attribution & Testing:
What is CRO
CRO Tools
 Module 13

Segmentation and Clustering Analysis

Clustering of data and cluster analysis
Segmentation with R apps
RFM analysis

Module 14

Text Analytics and NLP

Text analytics
Sentiment analysis

Module 15
Marketing Automation and AI:
What is marketing automation
Marketing automation tools
Automation workflow strategies
What is AI and implementing AI In digital marketing
strategies

Module 16
Clustering Analysis, Social Media Listening
and Basic Text Analytics
Latent Topic Modelling and its applications
Recommended systems, social networks and
Affiliation spaces
Keyword filtering app
Module 17 Digital Marketing and the World of
World Wide Web
Inbound Marketing (in the context of web 1.0)
Computational ads, pricing strategy and web analytics
How is web evolving:
Web 1.0, 2.0 and 3.0 what does it mean for digital marketing
Web 1.0 - Key characteristics & web analytics
Computational advertising in Web 1.0
a. Banner ads
b. Context linked ads – Google Adsense
c. Search linked ads – Google AdWords
Auction Engine for ad placement
a. Basic concepts
b. Pricing strategy
c. Architecture
Inbound marketing in the context of Web 1.0

Module 18
Social Media Analytics
Propagation model
Link prediction modelling
Community detection technique
Opinion mining
Web 2.0 characteristics:
- Social graph
- Social media content
- Power of social web
- Voice of mass and pulse of people
Issues with social web:
- Noisy data
- Dealing with noise
Social network analysis
Social content analysis
Social advertising strategies
Module 19 Inbound Marketing (In The Context of Web 2.0)
Semantic Web, AI, Ubiquitous
Social web-advanced optics
- Community detection
- Link prediction
- Content propagation models
- Trust propagation models
Inbound marking in the context of Web 2.0
Social commerce application
Web 3.0 characteristics
Content generation and content consumption by
the machine agents
Digital marketing strategies for Web 3.0

Module 20

Media Plan Buying and Optimisation:

Budgeting and allocation

Module 21
Marketing Strategy:
SWOT analysis
Go-to-Market strategy
Design thinking
Agile marketing

Module 22
Digital Privacy and Security and
Emerging Technologies:
Role of new technologies in transforming
Marketing and digital environments
Applications of AI in marketing
Generative AI and the future of marketing and
consumer behaviour
Robots, IoT, drones, Blockchain, Virtual Reality
 Module 23
Generative AI in Digital Marketing
AI-driven visual marketing
AI-powered chatbots and conversational marketing
Data-driven decision making with AI
Tools for AI-based marketing analytics
Ethics and privacy in AI marketing
Future trends in Generative AI and marketing

Module 24 and 25

Capstone Project

Note: Modules/topics are indicative only, and the suggested time and sequence may be dropped/modified/ adapted to
fit the total programme hours.
Certificate
Upon successfully completing the programme with a minimum 70%
score in all required assignments including capstone, you will be
awarded a certificate the Professional Certificate Programme in
Digital Marketing.

The Executive Education at the Indian School of Business awards this certificate to

Vinod Kurian

for successfully completing the online

Professional Certificate Programme in Digital Markerting

from Month, Year to Month, Year

Sujatha Kumaraswamy
Executive Director
Executive Education and Digital Learning
Indian School of Business

Note: All certificate images are for illustrative purposes only and may be subject to change at the
discretion of ISB Executive Education.
Learning Journey
Advance your skills with an in-demand digital marketing simulation platform
with real-world scenarios:

Orientation Week
During this week, you will be
introduced to the other
participants in the class from
across the world and you will
learn how to use the learning
management system and other
learning tools provided.

Weekly Goals
As you begin the programme, meet
your learning goals set for the week.
The goals would include completing
the assignments, which have weekly
deadlines.

Self-paced, Flexible
Online Learning
Learn online via pre-
recorded videos from
renowned ISB faculty in a
high-impact 25 week
journey with a learning
commitment of 4-6 hours/
week. Faculty will not be a Debrief Sessions
part of weekly live sessions The programme features weekly
or any other live interaction live online sessions with
in this programme. programme leaders who are
available to help you clarify your
doubts pertaining to the
content. Assignments are
graded either by programme
leaders and/or by the
Emeritus grading team.
Timely Follow-up and
Learning Support
The Emeritus Programme
Support team will follow up
over emails and phone calls
with learners who are unable
to submit their assignments
on time.
 ISB Executive Alumni Status
Access to the Executive Alumni portal – a unique space for alumni to re-ignite
connections, spark collaborations and engage in continuous learning. The
alumni portal has several features like an alumni directory, city chapters,
special interest groups, alumni mentorship and more. Access to the alumni
portal is provided post the programme completion.

Exclusive invitations to
Networking opportunities via Online and Offline events
ISB Executive Education like Webinars, Conferences,
Network Group on LinkedIn. and Master Classes,
amongst others.

Preferential pricing with 20% Opportunity to be a Guest

discount on programme fee Speaker at ISB Executive
on ISB Executive Education events (invited on the
programmes. discretion of ISB Executive
Education).

ISB Executive Education

newsletters, articles, podcasts ISB Executive Alumni
and videos. Credentials: ISB Email ID.

Access to ISB Executive

Education support team over
email.

Disclaimer: All activities and research resources for ISB Executive Education alumni are handled by ISB
Executive Education. Whenever there are any events or webinars held, they will be informing the alumni
community of the same. Events take place yearly basis availability of resources & is subject to change.
Programme Details

ELIGIBILITY : Any Graduate/Diploma Holder

DURATION : 25 Weeks (4-6 Hours/Week)

PROGRAMME START DATE : December 30, 2024

PROGRAMME FEE* : INR 1,90,000 + GST

Note:
GST(currently @ 18%) will be charged extra on these components.
*Instalment payment options available.
*Additional convenience charges will be applicable on instalment payments.
*For detailed information on instalment payments reach out to your programme advisor.
About Us

ISB Executive Education empowers participants with the skills, mindsets, and
networks required to manage and lead in this evolving landscape, enabling
them to achieve their distinct personal and professional goals. Recognised as
#1 in India for the third consecutive year and #26 globally in the Financial
Times (FT) Executive Education Custom Rankings 2024 and #3 in India, #65
globally in the FT Executive Education Open Ranking 2023, ISB Executive
Education is committed to prepare working professionals to excel in the new
global business environment. This is achieved through fostering engaging
exchanges between renowned industry leaders and academia and drawing
globally renowned faculty from the world's top business schools. Through
meticulously designed programmes, participants gain from both advanced
management research and the vast experiences of their peers, ensuring they
are well-equipped to navigate the complexities of the modern business
landscape.

ISB Executive Education is collaborating with online education provider,

Emeritus, to offer a portfolio of high-impact online programmes. Working with
Emeritus gives ISB Executive Education the advantage of broadening
its access beyond their on-campus offerings in a collaborative and engaging
format that stays true to the quality of ISB Executive Education. Emeritus’
approach to learning is built on a cohort-based design to maximise peer-to-
peer sharing and includes video lectures with world-class faculty
and hands-on project-based learning. More than 300,000 students from
over 200 countries have benefitted professionally from Emeritus’
programmes.
 WhatsApp an Advisor on +91*8657038243
*This number does not accept any calls. Please message your queries.

For registration and any other information,

please get in touch with us at [email protected]

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