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Program Highlights
The program allows participants to:
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- Understand the working of search engines and search engine algorithms
- Understand how to optimize web presence using on-page and off-page Search Engine Optimization (SEO) techniques
- Write effective ad copy, target relevant audiences using Search Engine Marketing (SEM) tools
- Be proficient in the Google Ads platform by gaining hands-on experiential learning in a simulated environment
- Interpret website analytics, search analytics, social media analytics, email analytics and provide performance insights
- Understand different social media platforms: Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn, Quora, Blogs and YouTube
- Devise social media marketing strategy and content strategy for each of the above platforms
- Understand the framework for creating content that is engaging, valuable and shareable
- Optimize media mix and budget allocation using marketing technology tools
Top Skills You will learn

Digital Marketing Courses in Pune : UG / PG Courses
Course/Module : 10- Digital Marketing
Duration : 1 year
Detailed Syllabus: ( session plan )
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Unit 6
Unit 7
Unit 8
Unit 9
Unit 10
Unit 1
How have digital technologies transformed marketing? |
Digital marketing and multichannel marketing |
Introduction to digital marketing strategy and digital marketing communications |
Unit 2
Situation analysis for digital marketing |
Concept of customer journeys |
Understand consumer choice and digital influence |
Consumer transactions |
Online consumer behavior and implications for marketing |
Impact of Competitors, Suppliers, Online marketing intermediaries, Portals, New channel structures, Business models for e-commerce |
The rate of environmental change, Economic forces, Political forces, Legal forces, Social forces |
Unit 3
Digital marketing strategy as a channel marketing strategy |
How to structure a digital marketing strategy |
Strategy formulation for digital marketing |
Assessing opportunities and threats |
Unit 4
What is the marketing mix? |
Digital marketing in practice |
Product, Price, Place, Promotion People, process and physical evidence |
Unit 5
From e-CRM to social CRM |
Marketing applications of e-CRM |
CRM technologies and data |
Customer lifecycle management |
Permission marketing |
Personalization and mass customization |
Recency–frequency–monetary value (RFM) analysis |
The ‘Big Data’ concept |
Product recommendations and propensity modelling |
Applying virtual communities and social networks for CRM |
Marketing to consumers using independent social networks |
Unit 6
Creating effective digital experiences |
Planning website design and redesign projects |
Designing the user experience |
Site navigation schemes |
Criteria for selecting a content management system |
Testing the experience |
Online retail merchandising |
Unit 7
The characteristics of digital media Steps in Digital Marketing |
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Step 1. Goal setting and tracking for interactive marketing communications |
Step 2. Campaign insight |
Step 3. Segmentation and targeting |
Step 4. Offer, message development and creative |
Step 5. Budgeting and selecting the digital media mix |
Planning integrated marketing communications |
Unit 8
Search engine marketing |
What is SEO? |
Online public relations |
Affiliate marketing |
Online sponsorship |
Interactive display advertising |
What is display advertising? |
What is email marketing? |
Social media and viral marketing |
Viral marketing |
Unit 9
Performance management for digital channels |
Customer experience and content management process |
How often should content be updated? |
Responsibilities for customer experience and site management |
Unit 10
The consumer perspective: online consumer behavior |
Who are the online customers? |
Online retail formats and strategic approaches |
Implications for e-retail marketing strategy |
Types of B2B organisational marketing and trading environments |
B2B e-marketplaces |
How digital technologies can support B2B marketing |
How organisations make efficiency gains |
Learning Outcomes
Upon completion, students are expected to be capable of:
- Creating a web presence that is optimized for search engines using on-page and off-page search engine optimization techniques
- Applying best practices to create compelling search ads, display ads, shopping ads
- Applying skills needed to attempt Google Ads Certifications
- Analyzing the nuances of different social media platforms and the accompanying content strategies
- Evaluating, analyzing, and optimizing social media ad campaigns end to end
- Applying skills required to attempt Facebook Blueprint Certifications
- Applying skills needed to create, distribute and amplify valuable content using content creation tools and distribution platforms
- Applying a structured decision-making framework to make data-driven decisions
- Applying skills needed to navigate analytics tools like Google Analytics, SEMRush, Facebook Analytics, etc.
- Applying principles of A/B testing to make optimal business decisions
Course Fee-99000 additional taxes applicable Admission Processing Fee of Rs. 25000 applicable for all admissions.

Student Testimonials
I’m pursuing Master,s program in Interior design from INSD Corporate Branch. I belong to a business class family, living in Delhi NCR. I completed my schooling in 2010 in science stream, and then I realized that science is not my cup of tea.
Ms. Rashi Verma
Student , Masters Programme in ID, Class of 2017
I was born and brought up in NEW DELHI, India. I belong to a Middle class family. I completed my schooling from a government school.
Ankit Khera
Student , Ad. Diploma Programme in FD, Class of 2017
Hi! I am pursuing Fashion design course from International school of design, corporate branch at Gujranwala town, Delhi.
Ms. Chavi Garg
Student , Bachelors Programme in FD, Class of 2017

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