Executive Programs In Marketing

EDP in Digital Marketing & Analytics - Syllabus

Module Name 

Topics 

Overview of Digital Marketing and Analytics 

• Introduction to Digital Marketing and Marketing Management Concepts
• Developing digital marketing plan for offline and online firms, PR and Branding
• The Downside to Traditional Marketing
• Benefits of Digital Marketing
• How We Use Both Digital & Traditional Marketing
• Customer engagement and Customer Journey in Virtual world

Social Media Marketing 

• Social Media Marketing
• Social Media Marketing Strategy
• Facebook and Instagram Marketing
• Practical Exercise on Developing FB Pages and Effectively Managing the Page
• Facebook Ads and Twitter Profile Management
• Linkedin for Business and Managing Presence on Linkedin
• Virtual Community Management
• Youtube Videos and Facebook Groups

Google AdWords & Online Display Advertising

• Google AdWords
• Online Display and Search Advertising

Content Marketing 

• Developing Effective Content
• Content Tools

Search Engine Optimisation 

• Understand Search Engines & Google
• On-Page SEO
• Off-Page SEO

Search Engine Essentials 

• Search Engine Algorithms
• Local SEO & SEO Project Essentials
• Search Engine Marketing and Keyword planning (SEM)

Email Marketing 

• RFM Analysis and Optimising Direct Mail Campaigns
• Scheduling of Campaigns
• Email Analysis

Mobile Marketing 

• Mobile Marketing
• App Based Marketing & App Store Optimization
• App Stores- Google Play, iTunes App Store
• App Analytics Tools

Digital Marketing Analytics 

• Digital Marketing Effectiveness
• Google Analytics
• Advertising Effectiveness

Knowing Your Customer 

• Recommendation System
• Marketing Basket Analysis
• Collaborative Filtering

Web and Social Media Analytics 

• Text Data Analytics
• Network Data Analytics
• Managing Twitter Data

Introduction to Analytics 

• Marketing Analytics
• Descriptive, Predictive, and Prescriptive Analytics

Tools to be Used 

• Google AdWords 
• Google Analytics 
• Google Search Console
• Google Play 
• YouTube Advertising 
• App Store 
• Quora 
• Sendinblue 
• Facebook Ads 
• LinkedIn Advertising 
• Instagram Ads 
• Twitter Advertising 
• Bannersnack 
• Leadsbridge  

EDP In Managing Products and Branding Syllabus

Module I - Product

Introduction to Product Management 

• Nature and Role of Product Managers and Product Management
• Competitiveness and Marketing Product
• Theory of Product
• Product Manager as the ‘CEO’
• Managing Cross-functional teams
• Making Decisions
• Nature and Role of Product Managers, and Product Management
• Good Product Manager, Bad Product Manager

Buyer Behaviour and Decision Making 

• Products and Buyer Behavior
• Models of Buyer Behavior
• Influences on Decision Making
• Researching the Market
• Importance and Nature of New Product Development Process

Product Ideas and Management 

• Idea Management and Screening New Ideas
• Objective of Idea Generation
• Sources of Information for New Product Ideas
• Techniques of Activating Sources of Information
• What is Screening?
• Ways of doing so and types of doing it for new ideas
• Process and Criteria

Marketing and Launching of the Product 

• Commercialization of the Product
• Difference Across few Industries
• Test Marketing
• Time to Marketing
• Launching
• Challenges and Opportunity Analysis
• Breaking to Market

Product Life Cycle Management 

• Theory and Application of the Product Life Cycle Management
• PLC Management
• Stages and Theories Associated
• Criticism and Managerial Implications
• Components of Product Strategy
• Technology and Markets

Product Concept 

• Concept Development
• Concept Development and Testing
• New Product Concept
• Process of Concept Resting
• Research Methods and Scientific Techniques
• Business Analysis and Financial Analysis

Product Testing 

• Product Testing
• The Purpose of Product Testing
• The Overriding Concerns of Product Testing
• Major Decisions in Constructing the Product Test
• Industrial Market

Managing Product Growth 

• Managing the Growth
• Resistance to Change
• Leveraging New Product Growth
• Technology
• Sustainable Business Solutions

Product Line Management 

• Controlling the Product Line
• Importance of Product Deletion
• Reason for the Neglect of Deletion
• Scope of Deletion Decision
• Triggers of Deletion

Product Deletion 

• Product Deletion
• Identification of Deletion Candidate
• Diagnostic Routine
• Implementing Deletion Decision

Module II - Strategically Managing Brands

Introduction to Branding 

• Introduction to Branding
• Brands and Brand Management
• Why do Brands Matter?
• What can be Branded?
• Science and Arts of Branding
• Challenges and Opportunities of Branding

Brand Strategy and Positioning 

• Developing a Brand Strategy
• Brand Equity and Brand Positioning
• Guidelines of Positioning
• Brand Mantra
• Advantages of Brand Positioning

Value and Branding 

• Overall Value Chain of Branding
• Steps to Branding
• Luxury Branding
• Putting Customers First
• Brand Communities
• Creating Customer Value

Brand Elements 

• Choosing the Brand Elements
• Criteria for Choosing
• Options and Tactics of Brand Elements
• Brand Names
• Do-overs with Brandings
• Psychology and Branding
• Legal aspects and Branding

Media Environment of Branding 

• Branding and New Media Environment
• The New Media Environment
• Role of Multiple Communication
• Brand Amplifiers
• Challenges and Opportunities
• Putting it all Together

Secondary Association and Brand Equity 

• Secondary Association and Brand Equity
• Brand Leveraging
• Geographic Impacts
• Distribution
• Co-branding
• Licensing
• 3rd Party Sources and Branding

Managing Brand Performance 

• Managing Brand Performance
• Conducting Brand Audits
• Establishing Brand Equity Measurement
• Brand Accountability

Measuring Brand Equity

• Managing Sources of Brand Equity
• Measuring the Brand Equity Advantages
• Difficulty of Measuring
• Techniques to Measure
• Measuring Outcomes of Brand Equity

Brand Architecture Strategy 

• Brand Architecture Strategies
• Developing a Brand Architecture
• Brand Portfolios
• Brand Hierarchies
• Corporate Brand
• Individual Brand
• Hybrid Brand

Managing Brands Over Time 

• Managing Brands Over Time
• Fortifying Brands
• Leveraging Brands
• Marketing Programs
• Adjustments to the Portfolio
• Global marketing and its Challenges

Quiz, Examinations, Workshops, & Presentations