Executive Programme onDigital & Social MediaMarketing Strategy

Learn the art oftelling your story to

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(EPDSMMS)Batch -06

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About I IM Ca lcut ta

About Hughes G loba l Educat ion

2500 + students enrol l ing everyyear 200 + programmes successful lycompleted so far

The f irst and the pioneers in Interact iveOnsite Learning in India for workingexecut ives Alumni base of over 25,000 students .

The Indian Institute of Management Calcutta(IIMC) was established as the first nationalinstitute for Post-Graduate studies and Researchin Management by the Government of India inNovember 1961 in collaboration with Alfred P.Sloan School of Management (MIT), theGovernment of West Bengal, The FordFoundation and Indian industry. During its initialyears, several prominent faculty formed part ofits nucleus, including Paul Samuelson, JagdishSheth, J. K. Sengupta, among others.

Hughes Global Education, is a premier institutionproviding interactive onsite learning through satellitebased education and training service. It was initiated byHughes for corporate and working professionals/students. It has live, interactive, real-time, two way video,voice and data classes with a spread across 75+classrooms in 40+cities/towns. Hughes Global Educationplatform has redefined the next generation of educationi.e. real-time Interactive Onsite Learning (IOL). Itsplatform seamlessly integrates the strengths of thetraditional method of education --classroom teaching --with the latest in technology.

Over the years, IIMC has grown into a mature institution with global reputation, imparting high qualitymanagement education. It has been playing a pioneering role in professionalizing Indian managementthrough its Post Graduate and Doctoral level programs, Executive Training Programs, Research andConsulting Activities. Today, the institute serves as an autonomous body, continuously evolving to meet itsgoals in an ever-changing business environment.

The vision of the Institute is to emerge as an International Centre of Excellence in all facets ofManagement Education, rooted in Indian ethos and societal values. Over the past four decades, IIMCalcutta has blossomed into one of Asia's finest Business Schools. Its strong ties to the businesscommunity make it an effective mechanism for the promotion of professional management practices inIndian organizations. Today, IIM Calcutta attracts the best talent in India - a melting pot of academia,industry and research. The best and brightest young men and women pursue its academic programs.

The main thrust of training is to imbibe a sense of strategic outlook to management problems in thestudents. The emphasis, therefore, is on management as an integrated process and requires the studentsto develop a global view of economic, technological, cultural and political environment of the business.IIMC has a very strong alumni base, which makes it unique among the top management institutes of theworld. IIMC alumni are occupying leadership positions as corporate managers, academicians andsuccessful entrepreneurs, worldwide. The alumni maintain a close relation with the institute, helping eachother in their growth.

I n t roduct i onThe programme is focused on providing in-depth knowledge in digital andsocial media market ing & analyt ics strategy that would help in planning,implementing and measuring the digital and social media market ingact iv i t ies to create awareness, and ult imately dr ive sales .Get the foundation to special ize in the digital and social media market ingstrategies , or those wanting to broaden their understanding in this domain.This s ix month cert i f icate programme from I IM Calcutta would hone thegeneral management ski l ls fol lowed by deep div ing into the basic andadvanced modules of market ing in the social and digital media platforms. The course wi l l focus on sharing the latest trends, best pract ices andtechnologies for effect ive digital and social media market ing. I t wi l l providein-depth knowledge on digital and social media market ing and analyt ics :how to plan, implement and measure a digital market ing and social mediastrategy to create awareness, generate leads and ult imately dr ive sales .The program focuses on market ing strategy and digital strategy and bui ldson the three pi l lars of tradit ional market ing analyt ics , search market ingand social media l istening and analyt ics . The faculty wi l l focus on thesynergy between on-f ie ld pract ice and in-class learning.

1 . Prepare yourself for Internet of Things ( IOT) to survive in the digital era. 2 . Digital market ing is where customers, achieve the best and most cost effect iveresult the organisat ion. 3 . Get paid to be creat ive, opportunity to t ickle your grey cel ls . 4 . To equip managers and pract i t ioners with advanced concepts and pract ices ofdigital market ing which wi l l help them contr ibute direct ly to overal l corporatesuccess

4 Reasons why Executive Program on Digital & Social Media Marketing Strategy(EPDSMMS) is for you

Specif ical ly designed for working execut ives with al l the f lexibi l i ty benef its of learning from anywhere.Enables superior performance on the job. Exclusive focus on impart ing relevant ski l ls for careerdevelopment .Books, cases and study materials are included in the course.Increased qual i ty of interact ions and peer group learning among part ic ipants .Part ic ipants are selected, based on elaborate select ion process and prof i l ing.

Hi gh l i ghts

Who Shou ld A t tend?The programme wi l l be of interest to an execut ive or a manager from market ing, product / brand, andsales funct ions or a market ing analyst or business owner, who is planning to implement digital andsocial media market ing strategy to create brand awareness, enhance brand recal l , generate leads andenhance customer experience.Managers from other funct ional areas or a non-market ing background with a support ing role fororganizat ion’s market ing act iv i t ies would also f ind the programme relevant .

E l i g i b i l i t yAppl icants should be working professionals/self-employed (Need to produce support ing proof)Graduates (10+2+3 or equivalent) . 50% marks [aggregate- consider ing results of al l years (e .g . 3 or 4together)] recognised by UGC/AICTE/DEC/AIUMinimum 2 years of work experience (ful l-t ime paid employment) post complet ion of graduation inmedia, advert is ing, start-ups, social or digital media, e-commerce or related domains.

The programme wi l l be highly experient ial and interact ive, compris ing group-based or indiv idualpart ic ipant presentat ions and discussions, case studies , c lassroom lectures, s imulat ions andpresentat ions by experts from academia as wel l as industry.

This is a six months programme that is divided into three modules. The onl ine module would be del ivered using direct to device mode in about 16 weeks. This would enablepart ic ipants to attend the programme from the convenience of their homes or off ices .The remaining two modules wi l l be conducted as face-to-face classes at I IM Calcutta campus. Thedurat ion of the campus vis i ts would be of 4 days. The program wi l l begin with a campus vis i t .

Pedagogy

Module 1 : Understanding the strategic needfor digital and social media marketing

Project Component: All part ic ipants have to do a compulsory project based on a topic of their choicerelated to digital and/or social media market ing. Each project would be guided by a faculty from I IMCalcutta, besides an industry mentor to be chosen by the part ic ipant him/herself .

Simulations: All part ic ipants also have to complete two s imulat ions.First , part ic ipants wi l l work on a digital market ing s imulat ion. Second, al l part ic ipants wi l l work on a socialmedia market ing s imulat ion

Module 3: Assessing the impact of digital andsocial media marketing

Module 2: Execution plans for digital andsocial media marketingModule 2A: Principles of MarketingManagement

Module 2B: Search Engine Marketing

Module 2C: Web Design and ContentMarketing

Module 2D: Analytics I

Module 2E: Analytics I I

Module 2F: Social Media Marketing

• Market ing and Core Values• Segmenting, Target ing and Posit ioning• Formulat ing a Market ing Strategy• Product and Brand Management• Creat ing Different iat ion through DigitalMarket ing• The Digital Game Changes• Case Studies in Digital Market ing• Customer Acquis i t ion & Centro city throughDigital• Agi l i ty through Mobi le Channel• Social Media Channels• S imulat ion: Background• Keywords Analysis

• Innovation for Digital Market ing• Emerging Technologies for Digital Market ing• Creat ing a Road Map for Digital Market ingInit iat ives• Best Pract ices in Digital and Social MediaMarket ing• Understanding ROI for Digital Market ingProjects• Leading and Managing Digital Market ing Teams• Experience Sharing and Project Presentat ions• Hands-on Simulat ion on Social Media Market ing

• Sales and Distr ibut ion Management• Pr ic ing• Market Research and A/B Test ing

• Search Engine Optimizat ion• Introduct ion to Adwords• Advanced Adwords• Google Ads 2018• Best Pract ices and Chal lenges in SEM

• Web Design and Emai l Market ing• Content Strategy

• Business Intel l igence• Customer Relat ionship Management & Analyt ics• Classif icat ion and Cluster ing• Forecast ing and Market Basket Analysis• Discussion of Project Proposals

• Business Intel l igence• Customer Relat ionship Management &Analyt ics• Classif icat ion and Cluster ing• Forecast ing and Market Basket Analysis• Discussion of Project Proposals• Predict ive Analyt ics & Big Data• Social Media Analyt ics and User GeneratedContent• Managing Analyt ics Projects in Organizat ions• Analyt ics for IoT and Bots

• Digital Market ing Simulat ion Presentat ions• Social Media Market ing – Simulat ion• Social Media Listening and Analyt ics• Web Analyt ics• Competitor Intel l igence

• Facebook Ads• L inked In and Instagram Advert ist ing• Inf luencer Market ing• Youtube and Viral Market ing• Remarket ing

Course Content

INDIAN INSTITUTE OF MANAGEMENT CALCUTTADiamond Harbour Rd, Joka, Kolkata, West Bengal 700104Tel : (91-033) 2467 8300 -06 Fax : (91-033) 2467 8307Website : www. i imcal .ac . in

For the l ist of Hughes classrooms in your c ity , please log onto www.hugheseducation.com

HUGHES GLOBAL EDUCATION INDIA PVT LTDGurgaon - 122015, Haryana(INDIA)Tel : +91 7838884952Website  : www.hugheseducation.com

Note-Col lect ion of Fee:Fees Mentioned above are exclusive of GST*GST (currently @ 18%) wi l l be charged extra on thesecomponents Any extra payment due to any change inany of the appl icable taxes during the tenure of theprogram wi l l have to be borne by the students

Schedule- Frequency: Twice a week Days : Wednesday & Saturday 6:45 PM to 9:45 PMDuration- 6 monthsCampus visit- 1st campus vis i t - 4 days

Important Dates: Class start- 1st July 2020

*Note- Dates are subject to change i f appl icable

Programme Fee - Campus Fee - Total Fee - (exclusive of Application &Registration fees)

Application Fee - INR 2500/-* Registration Fee - INR 7,320/-*

INR 2,44,800/-*INR 32,000/-*INR 2,76,800/-*

II I

Installment

12-June-202012-September- 2020

Last Dates

INR 1,22,400/- +GSTINR 1,22,400/- + INR 32,000/- +GST

Amount INR