Executive Education

Marketing Tools for Digital Media and Platforms

Programme Overview

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Digital and social media marketing has evolved over the years and has become an integral part of any business. With increasing number of consumers using internet connected devices, digital marketing is allowing companies to easily and effectively reach, engage and convert them. There is a massive demand for trained digital marketers with good skills and experience. This programme is positioned for young executives/entrepreneurs who are looking to build a career in the digital marketing domain. The programme will provide participants a detailed learning experience to acquire those skills while they attend sessions by expert faculty and a mix of best pedagogies, including learning content, case studies, exercises and data analysis. The programme will help the participants to prepare themselves to create and lead the execution of digital and social media marketing campaigns for their organizations. It will also help them understand how to integrate the multiple functions of digital marketing and use them to launch, multi-channel, multi-media campaigns. Attending this programme will help them fast-track their career in digital marketing.


For more information or any questions, contact Ifat Sheikh: ifat-exed@iima.ac.in, +91 70690 29949

Participants’ Profile

The programme is intended for aspiring digital professionals, or those who are new to the digital and social media marketing domain, or those who have experience of working with traditional marketing tools and looking to switch to digital marketing roles, should take up this course. Some of the relevant profiles could be the following:


Marketing professionals Sales professionals Marketing managers Young entrepreneurs or business owners Young consultants in the marketing area


The applicants to the programme can be engineers with at least 2 years of work experience, and management graduates.

Program Objectives

The objective of the programme is to use different pedagogical methodologies, such as case study discussion, presentations, lectures and application of frameworks to:


1. Provide participants the knowledge about emerging digital technologies and learning about their importance for marketing success.

2. Enable participants get an in-depth understanding of digital marketing sub-disciplines, including inbound marketing, paid advertising, social media marketing, and web analytics.

3. Enable them to plan, create, execute, evaluate and improve integrated digital marketing campaigns.

4. Hands-on learning to run digital and social media advertising campaigns, working with diverse data to improve campaign performances, etc.

Program Highlights

Introduction to the Digital Marketing Models and Frameworks in Digital marketing Inbound Marketing Content Marketing Mobile Marketing Digital Advertising Digital Metrics Social Media Marketing Affiliate Marketing Email Marketing Freemium Marketing E-Commerce Social Media Analytics Web Analytics