Who should attend
Professionals / practitioners (specifically mid-level to senior-level managers) who are interested in learning about the digital and social media marketing analytics. This MDP is also relevant for small business and family business owners who want to adopt to digital and social media, but are overwhelmed by the complexities involved. This MDP is also targeted at managers who do not have to run their campaigns, but have to assess the data and provide strategic inputs to their digital marketing teams. This MDP will also benefit digital and social media marketing consultants who would like to maximize returns for their clients. No technical expertise or mathematical background required.
About the course
Digital and social media marketing has become an integral part of businesses across the world, especially in the retail sector. E-commerce and social media marketing will play an ever more significant role in the post-covid era. Digital and social media marketing efforts generate huge amounts of data that can be overwhelming for the uninitiated. Without the knowledge and hands-on experience on how to look at the data and improve the campaigns, several firms are content with generating meager positive returns from their marketing spend, without fully exploiting the power of search engine and social media marketing. In this program, using simulations, participants will run digital and social media marketing campaigns (in a simplified set-up that does not require any technical expertise) and generate data (similar to real world campaigns). Based on concepts covered in classroom, participants will analyze the data (no pre-requisite of technical or mathematical prowess) and work on improving their E-commerce conversions, return on advertising spend, cost per customer acquired and engagement in social media. The program is designed to provide a simplified approach to executives, small business owners and professionals entering the digital and social media space, to be able to run E-commerce and social media campaigns, analyze the data and optimize the marketing effort.
The overall objectives of the course are to enable students to: 1. Gain exposure to paid search marketing (for selling products) 2. Understand the different metrics and learn how to optimize conversion rates, cost per acquisition and return on advertising dollar spent 3. Gain exposure to the basics of social media marketing 4. Understand how to segment customers, and run paid and unpaid social media marketing campaigns 5. Analyze the data from social media campaigns and improve engagement and conversions 6. Gain confidence in interacting and communicating with ‘experts’ including digital and social media managers within the organization and external consultans
Introduction to E-commerce and Social Media Analytics Overview of Search Engine Marketing Paid Search Simulation Overview and Keywords Analysis Paid Search for E-commerce: Simulation - Round 1 Students have to complete Rounds 2, 3 and 4 in the evening
Segmentation, Targeting and Positioning: Creating Consumer Personas Segmenting for Search Marketing Analytics: Paid Search Simulation Results and Insights Paid Search for E-commerce: Simulation - Round 5 Students have to complete Rounds 6, 7 and 8 in the evening
Marketing Strategy Introduction to Social Media Marketing Analytics: Paid Search Simulation Results and Insights Social Media Marketing Simulation - Round 1 Students have to complete Rounds 2, 3 and 4 in the evening
E-commerce Startup and Strategy: Case Studies from India Analytics: Social Media Marketing Simulation Results and Insights Social Media Simulation - Rounds 5 and 6 Key Takeaways from Paid Search and Social Media Simulations Program Dinner
Sentiment Analysis in Social Media Conclusion and Feedback
Key Topics Covered in Simulations
- Paid Search Simulation for an E-commerce Website
a. Keyword Research b. Search Engine Optimization c. Ad Campaigns d. Landing Page Creation e. Landing Page Optimization f. Conversion Rate Optimization g. A/B Testing Ads h. Email Marketing
- Social Media Marketing Simulation
a. Launch Paid Social Ad Campaigns b. Write Content for Social Media Posts c. Plan and Schedule Posts d. Select Valuable Pre-Created Content e. Manage a Budget for Content Creation f. Promote Content g. Analyze Data, Metrics and Results h. Optimize for Conversions i. Drive Engagement j. Practice responding to Customers k. Target different Market Segments
Prof. Saravana Jaikumar is Assistant Professor in Marketing area at IIM Calcutta. He is a Fellow (Ph.D.) of Marketing from IIM Ahmedabad and MBA from Cardiff Business School, UK. His research work has been published in reputed international journals including Journal of Advertising Research, Jour...
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