IIM Kashipur Syllabus / Curriculum

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