Greetings!! Executive Programme in Digital Marketing & Social Media Analytics from Indian Institute of Management Lucknow Digital marketing and social media play a vital role in increasing marketing success by developing effective targeting, affordability, retargeting, and real time response. Firms can assess multiple attributes of the customers and make more effective strategic moves. EPDMSMA offers learning modules in different sub-domains of the entire Digital Marketing sphere, which will provide a perfect learning platform for professionals interested in exploring and leveraging the power of digital marketing and social media. Programme Highlights: 👉 Contextually designed 9-month programme for working 👉 Learning-by-doing as dominant pedagogy 👉 Campus immersion module of 2 days 👉 IIM Lucknow Executive Alumni status professionals Course Duration: 👉 9 months | 114 hours online & 12 hours on-campus Course Schedule (Online): 👉 Frequency: 3 hours per week Sunday Sessions: 9:30 a.m. to 12:30 p.m. IST

1. Executive Programme in
Digital Marketing & Social Media Analytics
BECOME A DIGITAL WARRIOR

2. 02
Digital Marketing – An Overview
Digital marketing or online marketing is the promotion of product, services, and brands to
engage, connect, and interact with potential customers using the internet and other forms of
digital communication. This includes email, social media platforms, and web-based
advertising, as well as text and multimedia messaging as a marketing channel.
Search Engine
Marketing
SEM
Search Engine
Optimisation
(SEO)
Content
Marketing
Social Media
Marketing
Email
Marketing
Mobile
Marketing
Affiliate/Influencer
Marketing
Marketing
Automation
Components of Digital Marketing

3. Digital Marketing Growth
As of 2021, there were 660+ million internet users in India and 5+ billion users in the world.
Digitalisation has revolutionised the way we consume information, news, entertainment,
social interaction, business communication etc. with the mobile platform emerging as the
fastest growing digital medium. Today, there is a mobile app for almost everything!
Not surprisingly, marketing and advertising is adapting and increasingly adopting digital
platforms as an indispensable medium, increasing its ‘Share of Voice’ year-on-year. As per a
recent report by Ericsson ConsumerLab, Indians spend an average of 5 hours a day on their
smartphones. As a result, Digital Media ad spend in 2021 was a staggering Rs. 28,043 crore, as
per a report by Group M. According to an IMAI report, online advertising in India is set to grow
30% year-on-year.
Demand for Digital
Marketers
The digital marketing industry offers
opportunities galore as every company
and individual is looking to leverage this
extremely focussed, accessible, and
affordable medium. The online world has
become an amazingly effective and
measurable branding, advertising, and
marketing platform.
Hence, the need and demand for skilled
digital marketing professionals who can
help organisations navigate the world of
online promotion and ensure excellent
return on investment (ROI), is
burgeoning. As of January 2022, there
were more than 1,70,000 active digital
marketing jobs on Naukri, 9,519 jobs on
Indeed and 40,000+ jobs on LinkedIn.
(source: www.insideiim.com)
03

4. Social Media Analytics
Social Media Analytics is a system that allows for the collection, aggregation, and
standardisation of social media data to discover and communicate meaningful patterns. It
helps simplify data from thousands of networks and platforms and their millions of users,
providing a deeper understanding of user behaviour, preferences, sentiments, and
demographic data, than plain web analytics.
Impact on Business Intelligence
Social media is one of the most important tools for marketers in the rapidly evolving media
landscape. The way users engage, interact, comment, discuss, and share their views on
governments, authorities, institutions, organisations, events, brands, products, people, etc.
gives a real-time pulse of sentiment, inclination, and adoption. Social media presents a
promising yet challenging source of data for business intelligence.
The pandemic only served to emphasise the importance of the online medium. In a digital-led future
of data-driven businesses, a thorough grounding in digital marketing and analytics, offered by IIM
Lucknow’s Executive Programme in Digital Marketing & Social Media Analytics, is essential for
anyone seeking to stay relevant and build a sustainable career growth.
3 Main Steps in Analysing Social Media
Data
Identification
Data
Analysis
Information
Interpretation
Social Network
Analysis
Complex Event
Processing
Cluster
Analysis
Data
Mining
Natural Language
Processing
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5. 05
Programme Overview
Digital marketing and social media play a vital role in increasing marketing success by
developing effective targeting, affordability, retargeting, and real time response. Firms can
assess multiple attributes of the customers and make more effective strategic moves.
Businesses looking for ways to reach out to their audience in the dynamic digital space need
tech-savvy marketers and trained professionals. EPDMSMA offers learning modules in
different sub-domains of the entire Digital Marketing sphere, which will provide a perfect
learning platform for professionals interested in exploring and leveraging the power of digital
marketing and social media.
Contextually designed 9-month
programme for working
professionals
Learning-by-doing as
dominant pedagogy
Campus immersion
module of 2 days
IIM Lucknow Executive
Alumni status
Programme Highlights

6. 06
Comprehensive and contemporary industry knowledge and practices
of digital marketing
Understand myriad digital touchpoints of consumers and how to
leverage for marketing
Acquire a thorough grounding in understanding how digital
marketing analytics works
Using analysed data to assess strategies, measure their impact, and
optimise them to maximise business performance
Learning Outcomes

7. Programme Curriculum
07
Module 1: Introduction to Digital Marketing
1. Marketing Overview and Understanding of Digital Marketing
2. Traditional vs Digital Marketing
3. Analysing Competition: Differentiation and Positioning
4. Focus on Consumers: Segmentation and Targeting
5. Analysis of Customer Behaviour and Social Networks Behaviour
6. Targeting Customers in Digital Marketing
7. Marketing Communication and Advertising
Module 2: Strategies and Tools for Digital Marketing
1.Strategic Decision-making in Digital Marketing
2. Market Identification and Planning
3. Using Various Digital Marketing Tools and Techniques
4. Overview of Search Marketing (SEM, SEO, Paid Search Marketing, etc.)
5. Digital Marketing Analytics Tools (Google Adwords, Facebook Ads)
6. Web Analytics Tools (Google Analytics)
Module 3: Social Media Marketing, Mobile Marketing and Content Marketing
1. Overview of Social Media Platforms and how to use them Effectively for Marketing
2. User-generated Content and Influencer Marketing
3. Understanding Viral Marketing and Brand Engagement
4. Social Platform Trending – How to Conduct, Benefit and Utilisation for Marketing
5. ORM (Online Reputation Management) Practices and Tools
6. Using Social Media for Public Relations Purposes
7. Content Marketing such as YouTube, Facebook, Twitter etc.
8. Different Ways of Mobile Marketing
9. The use of Mobile Retailing, Mobile Targeting, Security, and Privacy
10. Engaging Market Consumers through Mobile Apps
11. Crafting Mobile Strategy
12. SMS Marketing, Use of QR, and Proximity Marketing
13. Delivering Digital Ads on Mobile Devices

8. Programme Curriculum
08
Module 4: Marketing Automation, Omni Channel Marketing and Remarketing
1. Targeting the “Intent to Purchase” Audience
2. Remarketing using Google Adwords
3. What is Dynamic Remarketing?
4. Understanding Goals and Conversions for Remarketing
5. Retargeting using Facebook/ Instagram/LinkedIn
6. Rise of Omni Channel Marketing
7. Omni Channel vs Multi-channel Marketing
8. Understanding the role of CRM and Marketing Automation Tools and their Tools in
Omni Channel Marketing
9. Capstone Project Presentation and Overview of Programme

9. Pedagogy
Learning by doing will be the dominant pedagogy of this highly experiential programme. The
participants would take part in role-plays, group discussions, games and simulations, and
various exercises. Lectures and case discussions would support the exercise in concept-sharing.
Duration
9 months | 114 hours online & 12 hours on-campus
09
Programme delivery
Sessions will be conducted via a state-of-the-art
Interactive Learning (IL) platform and delivered
in Direct-to-Device (D2D) mode that can be
accessed by learners on their Desktop, Laptop,
Tablet or Smartphone.
Schedule
Frequency: 3 hours per week
Sunday Sessions: 9:30 a.m. to 12:30 p.m. IST
Campus Immersion
There will be 2 days of on-campus learning
towards the end of the programme at IIM
Lucknow.
The in-campus modules are subject to the
conditions that prevail at that point of time.
These conditions pertain to the pandemic or
other unavoidable reasons. In case the
on-campus module is not confirmed due to
COVID-19 situation, the same will be included
in the total number of online sessions.
*Some sessions will be scheduled on Saturdays or on public
holidays for timely completion of the programme

10. Attendance Criteria
Aminimumof75%attendanceisaprerequisiteforthesuccessfulcompletionoftheprogramme.
10
Eligibility Criteria
Graduate or equivalent (10+2+3) or Diploma (10+2+3 or 10+2+4) or Post-Graduate with
minimum 50% aggregate marks of all years
Minimum of 2 years’ experience. The candidate should be currently working
* Internships and traing experiences are not considered as fulltime work experience
Who Should Attend?
Professionals interested in exploring and
leveraging the power of digital marketing and
social media
Anyprofessionalseekingtounderstandhowdigital
marketing and analytics works
Working professionals with a minimum of two
years of work experience and interested in
pursuing a career in digital marketing
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Admission Criteria
Selection on the basis of the following:
Application Form
Statement of Purpose (minimum 100 words)
submitted along with the application
Telephonic interview by Programme Directors
if warranted
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11. 11
Assessment & Evaluation
Performance of participants will be monitored on a continuous basis through quizzes,
assignments, tests and examinations. The participant is required to score minimum
marks/grades as decided by the Institute from time to time to complete the course.
Evaluation Methodology
Class Participation – 25% | Project Presentations – 25% | End Term Examination – 50%

12. 12
Certification & Alumni Status
Participants who successfully meet the evaluation criteria and satisfy the requisite attendance
criteria, will be awarded a ‘Certificate of Completion’.
Participants who are unable to clear the evaluation criteria but have the requisite attendance
will be awarded a ‘Certificate of Participation’.
Successful participants will also be accorded IIM Lucknow Executive Alumni status.
ALUMNI BENEFITS
Receipt of all programme brochures and newsletters from IIM Lucknow (MDP Office)
Details of Souvenirs available with the MDP office can be shared
Lifelong access to a network of distinguished IIM Lucknow Executive Alumni
Access to the IIM Lucknow Campus Library (onsite access)
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*The certificate shown above is for illustration purposes only
and may not be an exact prototype of the actual certificate.
** IIM Lucknow reserves the right to change the certificate
and specifications at any time without notice

13. Programme Directors’ Profiles
Dr. Prem Prakash Dewani is an Associate
Professor of Marketing Area at Indian
Institute of Management, Lucknow. He has
taught Pricing Strategy, Promotions
Strategy, Consumer Behaviour and
Marketing Management II to Post Graduate
Management students and Consumer
Behaviour and Marketing Theory to
Doctoral Students over the last 9 years. He
has also been actively involved in training
working executives in these areas.
Dr. Prem has published research papers in
international refereed journals including
Journal of Retailing and Consumer Services,
Tourism Economics, International Journal of
Indian Culture and Business Management,
Journal of International Business Education,
IVEY Case Publication.
13
Dr. Prem Prakash Dewani
Associate Professor - Marketing
Prof. Priyanka Sharma
Assistant Professor - Marketing
Prof. Priyanka Sharma is a faculty in
Marketing area at IIM Lucknow. She has
more than 8 years of industry experience in
varied sales and marketing roles in
prestigious organizations such as Infosys,
Oracle and UST Global. She is B-Tech in
Chemical Engineering from IIT (BHU)
Varanasi, PGDM(GM) from XLRI,
Jamshedpur and Ph.D. in Marketing from
Department of Industrial and Management
Engineering, IIT Kanpur.
Prof. Priyanka Sharma teaches
Business-to-Business (B2B) marketing,
Marketing Management – I and Marketing
Management – II at IIM Lucknow. She has
also conducted MDPs on Digital Marketing,
B2B Marketing and Market Research at IIM
Lucknow. She consults and publishes in the
areas of Branding, B2B Buying, and the use
of Technology in Marketing.

14. Programme Fees
14
Programme Timelines
Application Closure Date
First Instalment Date
Academic Orientation Date
Programme End Date
27th March, 2022
Within one week of offer roll out
10th
July, 2022
May 2023
Instalment Schedule
Instalment II III
I IV
At the time of
Application
7,500
Within one
week of offer
roll out
41,625
10th
October,
2022
49,125
10th
August,
2022
49,125
10th
December,
2022
49,125
Particulars
Application Fee
Base Programme Fee
IIML Executive Alumni Fee (Optional)
Total Fee (Including Application & Executive
Alumni Fee)
Amount* (₹)
2,500
1,96,500
10,000
2,09,000
Date
Amount* (₹)
Note:
1. *GST as per prevailing rate is applicable & will be collected additionally from the candidate/participant. Current GST rate is 18%.
2. IIML Executive Alumni Fee (One-time registration fee and which is optional) of ₹10,000 + GST* is to be paid by participants
directly to IIM Lucknow after successful completion of the programme.
3. Collection of all above fees, except for Executive Alumni fees, will be done by BCCL.
4. Processing fee is ₹10,000/- which includes 2,500/- towards application fee and ₹7,500/- towards the part of the course fees.
Processing fee of ₹10,000/- is refundable, in case the participant’s profile is rejected by IIM Lucknow.
5. Please Note: The Processing Fee shall not be refunded in the following circumstances:
(i) In case candidate rejects the offer issued by the Institute; and
(ii) In case the application is rejected due to submission of incomplete documents and/or providing incomplete information and/or
eligibility criteria not fulfilled.
APPLY NOW

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The Indian Institute of Management (IIM) Lucknow, is one of the premier national level
institutes of management in India, involved in generating and imparting knowledge in the field
of management. The institute offers a world class education in major management areas. The
Institute’s carefully designed and high-impact management development programs train
business leaders, senior executives, and practicing managers from various sectors of the
economy in all disciplines of management education and thought.
IIM Lucknow has been placed at 7th rank by the National Institutional Ranking Framework
(NIRF), Ministry of Human Resource Development, Govt. of India (2021) ranking among the
business schools in India.
The association of MBAs (AMBA) has accorded accreditation to the Institute’s PGPM, IPMX,
and PGPWE programs. IIM Lucknow is amongst the five B-schools in India to achieve the
coveted dual accreditations by the Association to Advance Collegiate School of Business
(AACSB) as well as the Association of MBAs (AMBA). World over, only about 5% of the
institutes have acquired AACSB’s accreditation.
IIM Lucknow is now ranked 79th globally in its maiden entry into the prestigious Financial
Times (FT) 100 List of Global Business Schools for its flagship PGP (MBA) program. The
institute scored high on student employabi8lity, career progression and research.
INDIAN
INSTITUTE OF
MANAGEMENT
LUCKNOW