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Indian Institute of Management Indore

Digital Marketing

Sep 16—18, 2019
3 days
Mumbai, India
INR 42000 ≈USD 584
INR 14000 per day

How it works

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Description

The objective is to introduce participants to the newest kid on the block in terms of media and promotion options- Digital. In addition to learning the pros and cons of using online media, the students will also learn a few operational details of how certain marketing objectives can be met through these. Starting with Digital marketing strategy, the program will cover topics such as Crowdsourcing, Web design and copy, Email marketing, Affiliate marketing, Search engine optimization, Social media strategy and Online reputation management.

Objectives

The objective is to introduce participants to the newest kid on the block in terms of media and promotion options- Digital. In addition to learning the pros and cons of using online media, the students will also learn a few operational details of how certain marketing objectives can be met through these. Starting with Digital marketing strategy, the program will cover topics such as Crowdsourcing, Web design and copy, Email marketing, Affiliate marketing, Search engine optimization, Social media strategy and Online reputation management.

Content

Program faculty: Prof. Subin Sudhir will be the program coordinator. Other resources will include IIM Indore faculty/Guest faculty from industry.

Module 1: Digital Marketing Strategy and Operations

Objective: To learn to set out a digital marketing plan and ideas for operationalizing it for an organization

  • Digital Marketing Strategy

Objective: To learn about how to set up your firm’s digital marketing strategy

Readings: Relevant chapters of Reference

Case: To be announced

  • Crowdsourcing: How it Works

Objective: To discuss how to make crowdsourcing work for you and to what situations it is best suited.

Exercise: Find Crowdsourcing stories from India. One per group.

  • Web development, Design and Copy

Objective: To learn practically about designing web copy for a given brand

Exercise: Develop web copy for your company

Module 2: Advertising and Public Relations

Objective: To understand advertising in different digital media, and contrasting it with traditional media

  • Online Advertising

To learn about various online advertising options

Case Study: Hyundai & Media Mind

Reading: Relevant chapter of Reference

  • Online Reputation Management

Objective: To learn how to deal with negative publicity and create positive publicity

Cases: Dell Hell/Woolworths

Exercise: Identify and discuss recent PR disasters/successes

Reading: Chapter 17

  • Pay per click advertising

Objective: To understand target-based advertising and payment system based on actual clicks

Case: Digital Marketing of IIM Indore Programs

Module 3: Email, Social Media and Optimization

Objective: To learn about various social media, email, and affiliates, and their role in achieving marketing and promotion objectives

  • Search Engine Optimization

Objective: To learn what is SEO and how to achieve it

Case: City Lofts/Ten Motion

Readings: Chapters 10, 11 of Text

  • Social media strategy and channels

Objective: To understand specific social media and strategy appropriate for each

Case: MWEB

Readings: Relevant chapters from reference

  • Email marketing

Objective: To understand the nitty-gritty of using email as a marketing tool

Case: Canadian Tourism Commission

Exercise: Write a persuasive email for your target customer

  • Affiliate Marketing

Objective: To understand third party affiliates and their role in furthering our objectives

Case: TripAdvisor

Reading: Relevant chapter of reference

Exercise: Make a Youtube video/Podcast and present to the class in last session.

References

  • E-Marketing by Rob Stokes, 5th edition will be the major reference. It is free for individual download.
  • Social Media Marketing by Tracy Tuten and Michael Solomon, Sage, 2015.

Who should attend

Anyone working in a company interested in understanding digital marketing to work through an agency for their organisations, or professionals/entrepreneurs who want to use this for promoting themselves.

Experts

Subin Sudhir is an Assistant Professor in the Marketing area at IIM Indore. He has completed his Fellow Program in Management (FPM) from the Indian Institute of Management Kozhikode (IIMK). His doctoral dissertation explored rumor sharing behavior among consumers in the marketplace. His research ...

Next dates

Sep 16—18, 2019
3 days
Mumbai, India
INR 42000 ≈USD 584
INR 14000 per day

How it works

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