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HEC Paris in Qatar

Marketing Through Social Media

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This program is designed to give managers a strategic overview of how social media can be leveraged to support B2C and B2B customers in their decision journeys. Participants will learn how to identify opportunities for encouraging, incentivizing and managing the many-to-many interactions on social media in a manner that creates and/or enhances value both for companies and customers.


This program will give you the tools to:

  • Understand the difference between traditional, digital and social media marketing
  • Gain insight in the varied landscape of social media
  • Increase your social media literacy
  • Learn key concepts in social media marketing
  • Discover the array of ways in which social media can be leveraged
  • Develop your ability to design successful social media strategies
Indian Institute of Management Bangalore

Digital & Social Media Marketing and Analytics

Next dates

Sep 16—19, 2019
4 days
Bengaluru, India
INR 95000 ≈USD 1335
INR 23750 per day


The Internet and the social media have become an integral part of our daily lives. We find and share new travel locations, clothing trends and more on blogs. Friends and family are frequently initiating group conversations on Facebook. We consume news in 140 characters on Twitter. Strangers with a common interest like photography meet on sites like Flickr. We capture happy moments and share selfies on Instagram and we can even find our prospective spouse on a matrimony site like

Engagements such as ‘liking’ ‘sharing’ ‘commenting’ and ‘pinning’ on Facebook or Twitter or YouTube or Pinterest have proven valuable for both individuals and businesses alike. If you are a business; your prospective and current customers are either talking about you or trying to connect and communicate with you. You can now listen and respond to them in a personalization manner like never before. Today, before making a purchase decision, your customers and consumers have the option of going online to gain knowledge about your brand, look up for reviews and ratings and seek opinions from friends. While the former two are important, several studies in the recent times have affirmed that increasingly consumers are making a purchase decision based on social media peer referrals. This shift in consumer behavior presents new opportunities for marketers to identify prospects, satisfied customers, dissatisfied customers, loyal customers and social media influencers. The marketer can engage with each group in a personalized way to build an army of brand advocates.

Additionally, social media content can prove to be valuable information if you continuously monitor, capture and integrate it with other enterprise data. You can identify what’s important to your customers; you can gauge what they like the most and what they dislike the most. You can pull together relevant online data – from traditional news sites to social media forums to consumer blogs – to allow for deeper, more holistic insights about your products and services. You can gain key insights by brand and market tracking, reputation and threat tracking, online media analysis and customer feedback.

Finally, simply listening to customers on social media is not enough. Listening is a starting point; the end goal is revenue. Customer centric organizations have an ability to leverage and integrate social media analytics into their customer and marketing automation processes, thus they are able to monetize their investments. This provides a foundation from which organizations can link measurement and the tactical execution of social media strategies to the imperatives of revenue generation.

Through a combination of case studies, best practice examples, and exercises this program equips you with the tools you need to assess your organization’s social media and digital marketing strategy and helps you identify areas of improvement.


This course has been designed to provide a solid foundation for marketers who are new to social media or those wanting to broaden their understanding. The course will focus on sharing the latest trends, best practices and technologies for effective social media marketing. It will provide in-depth knowledge on digital and social media marketing and analytics: how to plan, implement and measure a digital marketing and social media strategy to create awareness, generate leads and ultimately drive sales. At the end of the course the participants will be able to:

  • Appreciate latest trends and updates on the major social channels: Facebook, Twitter, YouTube, Instagram, LinkedIn, Slideshare and Blogs.
  • Define the role of digital and social media marketing in the promotion mix and outline the objectives for the campaign period.
  • Social media channel selection: what social channels you should be using and why?
  • Structuring your content and activities: how to structure social campaigns and everyday content.
  • How to get engagement: what type of content should you be publishing and how often?
  • Social and Search Engine advertising: how to plan, target and execute your ad spend on Facebook and Google.
  • Measurement and optimization: how to continually assess and refine your social content and activity.
  • Social Listening: how to find mentions of your brand and integrate consumer inputs to optimize you marketing mix.


Digital marketing strategy: Setting goals and metrics. Identify social media channels that are relevant to your business. Define success criteria for various online campaigns.

Social media: Discuss best practices and examples for key social media platforms - Facebook, Twitter, YouTube, Instagram, LinkedIn, Slideshare and Blogs.

Social listening: How to use social platforms including Facebook or Twitter or YouTube to gain insights? How observing selfies posted on Instagram can reveal consumer attitude and preference towards apparels, accessories and brands? How observing Twitter bios can help you better understand a prospective or present customer? How tweets and Facebook and LinkedIn status updates highlight ones personality?

Content marketing: What’s content marketing in the digital-age? How can a marketer successfully leverage content to connect with his target audience?

Social and Search Engine advertising: Building a campaign using Google AdWords - define target audience, allocating budget, analyzing the response and optimizing the campaign.

Analytics: Understanding Facebook and Google analytics. Use other statistical tools and models to measure ROI - financial, customer satisfaction and awareness creation.

Case Studies: We will discuss the following cases studies during the programme:

  • Suhruta Kulkarni, Karthika A S and Unnikrishnan Dinesh Kumar, "1920 Evil Returns - Bollywood and Social Media Marketing".
  • Asha Kaul and Varun Thappa, "IBM's Digital Influence Program".
  • Ami Shah and Dinesh Kumar Unnikrishnan, "Marketing Transformation Using Social Network on Digital Media: How BJP Used WhatsApp to Create a Successful WOM Campaign".
  • Zsolt Katona and Miklos Sarvary, "Maersk Line: B2B Social Media - "It's Communication, Not Marketing".
  • Rohit Deshpande and Michael Norris, "Building a Social Media Culture at Dell".
  • Alice M. Tybout and Natalie Fahey, "Marketing the Nissan Micra and Tata Nano Using Social Media".
  • Anandan Pillai and Arvind Sahay “Social Media Content Strategy at Ayojak”.
  • Ami Shah, S. Ramesh Kumar and Dinesh Kumar Unnikrishnan, "Branding and Bollywood: The Behavioral Route to Branding Films".

Who should attend

The programme will be beneficial to Marketing executives/ managers, Digital Marketers and Business Owners. Coverage in the course shall ensure that both B2B and B2C marketers and the client or the agency side benefits.


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