Program in Strategic Digital Marketing

Great Lakes Institute of Management

in partnership with Great Learning

Great Lakes Institute of Management

in partnership with Great Learning


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Full disclaimer.

Who should attend

The PGP-SDM batch has an eclectic and diverse mix of working professionals from leading organizations maintaining an excellent diversity across industries, work experience and job roles.

Who is this Strategic Digital Marketing Course for?

  • Final year students who want to accelerate their career their career in Digital Marketing
  • Sales professionals who want to transition into Digital Marketing
  • Professionals from traditional marketing background who want to augment their skill set
  • Business owners and self- employed professionals who want to grow their business online

About the course

Why Join PG Program in Strategic Digital Marketing?

Industry Collaboration

Learn industry relevant modules from Digital Marketing leaders and practitioners.

Digital Marketing Toolkit

Learn tools like Google Adwords, Google Analytics, Facebook Ads Manager, Hootsuite, MailChimp, Hubspot, Canva and more.

Build your Digital Portfolio

Work on your own personal project and showcase your skills by growing your digital footprint during the Strategic Digital Marketing Course.

Live Mentorship Sessions

Participate in online live mentorship sessions to solve real world marketing case studies and online discussions.

Mentored Capstone Project

This allows you to apply your learning to real life projects and add it to your portfolio for potential employers to see.

Career Enhancement

Get personal guidance from experts working with leading organisations to help shape and plan your career.

Program Structure

The 6-month PG Strategic Digital Marketing Course uses a combination of innovative learning methods that include recorded lectures, online mentorship, and mentorship-driven Capstone Project. Mentorship Classes are conducted on weekends and are assisted by online discussions and assignments.

Self Paced Online Content

The course offers a blended learning environment or an online learning environment that causes minimal disruptions to work schedule.The Strategic Digital Marketing Course follows a case based pedagogy similar to Top B-schools in the world.

Live Mentorship sessions

Live mentorship sessions help candidates to engage with each other and the mentor to solve problems and digital marketing case studies under the guidance of industry practitioners.

4-Week capstone project

Candidates work on an application-oriented industry project where they are mentored and evaluated by Great Lakes faculty and industry experts.


Pre-work to launch: Create your own Digital Property (Blog/Website/Social Media Page/YouTube Channel)

Customer Understanding and Insights

Marketing Fundamentals

  • Marketing mix
  • Segmentation, targeting and positioning
  • Consumer decision making process

The Digital Marketing Framework

  • Customer engagement and tactics
  • Behavioural approaches to marketing
  • Customer understanding, segmentation and behaviour

Customer Acquisition and Engagement Strategy

Content Marketing

  • Branding, positioning and marketing messaging
  • Creating ad copies across formats
  • Landing page design
  • Design thinking
  • User interaction design and experience(UI-UX)

Paid Marketing

  • Google adwords/search marketing
  • Display marketing)
  • Youtube marketing
  • Linkedin marketing
  • Facebook and Instagram marketing
  • Programmatic buying
  • Other Channels(Twitter, Microsoft Ads)

Social Brand Management

  • Social media strategy across platforms(Facebook, Instagram, Linkedin, Twitter, Quora)
  • Online reputation management
  • Planning and executing social media campaigns

Customer Nurturing Strategy and Digital Marketing Tactics

Search Engine Optimization

  • On page SEO
  • Off page SEO

Email and Affiliate Marketing

  • Designing effective emails
  • Marketing automation
  • SMS marketing
  • Affiliate marketing

Mobile Marketing

  • App install and app store optimization
  • App engagement and analytics

Marketing Analytics and Campaign Management

User Retention and Engagement

  • Measuring marketing effectiveness (CAC, LTV, ROI, churn, marketing spend mix)
  • User retention and engagement strategy

Web Analytics

  • Google analytics
  • Omni channel marketing and analytics
  • A/B testing and optimization

Campaign Planning

  • Media planning - Media mix
  • Campaign budgeting
  • Reporting and creating dashboards
  • Social media analytics


The capstone project is designed to help you practise your skills on a real life scenario. You will be mentored and evaluated by Great Lakes faculty and industry experts. The project will serve as a proof of your acquired skills and you can add it to your body of work for potential employer’s to see. Some sample projects that you will work upon are as follows.

Networking and Industry Connect

Live Projects

Get to work on Industry Relevant Live Projects that will help build relevant skill additions to your profile and gain a foothold in the digital marketing industry

Immersion Program

Get to network with Industry and meet fellow participants through our immersion program. Get to participate in marketing case study and win prizes.

Great Lakes Certificate

Earn a Great Lakes certificate and create an ePortfolio to showcase your learning & projects in a snapshot. Your certificate and ePortfolio can also be shared on social media channels to establish your credibility in Digital Marketing.

India’s Best Digital Marketing Faculty

The faculty pool of the Strategic Digital Marketing Course consists of leading academicians in the field of Marketing along with several experienced industry practitioners from leading Digital Marketing organizations.

Digital Marketing Course | Online Digital Marketing Certificate Program | Digital Marketing Training - Great Learning


Umashankar Venkatesh

With over 26 years of rich experience, Prof. Umashankar Venkatesh is an educational entrepreneur, who has helped launch many institutions of higher learning in his career. He has helped set-up five institutions of higher learning in India, both public and private, enacting key leadership roles in...

Jones Mathew

Dr. Mathew is a PhD from Indian Institute of Foreign Trade (IIFT), MBA – Marketing from BIT-Mesra, Ranchi, BA Economics from Lucknow University and brings with him 18 years of industry experience followed by 9 years of B-School academic experience. Teaching Areas: Consumer Behaviour, Product and...

Anirban Chaudhuri

Anirban has about 20 years of expertise in brand advisory and integrated marketing communications. His breadth of experience covers media, marketing research, financial markets, brand consulting, and of course, strategic planning with organizations like The Statesman, MalayalaManorama, SHCIL, Shi...

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Program in Strategic Digital Marketing at Great Lakes Institute of Management

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Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

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