The marketing plan was submitted as a part for final submission for Certificate course in Digital Marketing at www.edukart.com. To achieve 500 signups for - Certificate course in Digital Marketing over a period of 1 month communication via various mediums of digital medium with a budget of Rs. 5,00,000 at disposal.

1. Marketing Plan for - Certificate course in Digital Marketing
1. Identifying the market
Customer: The customer segment for the course is primarily young professionals and MBA students,
segmented as follows.
Age: 22 yrs - 28 years in most cases. For LinkedIn: 18 yrs-24 yrs, 25-34 yrs (Pre set criteria)
Gender: Male and Female
Profession: Marketing professional, MBA students
Locations: New Delhi, Mumbai, Chennai, Kolkata, Ahmedabad, Gurgaon, Noida, Hyderabad,
Bangalore, Indore, Pune.
Market Size:
Across various mediums, a rough figure of the target market is around 3, 00,000 prospects.
Of the 3900 MBA colleges in India with an intake capacity of approx. 3.5 lac, many of the Tier 2 and 3
cities colleges are unable to fill seats. So we assume a number of 2, 10,000(60 %) MBA students to be
prospects. Besides MBA students, working professionals in the field of marketing, media and
communication with an interest in Digital Marketing are potential prospects owing to the changing
landscape of today’s marketing business.
Competition
NIIT Imperia (http://www.niitimperia.com/program-in-digital-marketing)
IAMAI (http://www.iamai.in/mktcourses.aspx)
Delhi School of internet marketing (http://dsim.in/)
Digital Academy (http://www.digitalacademyindia.com/)
Local institutes providing certification courses
Potential Customer
 MBA students
 Marketing/Advertising professional
 Aspiring digital marketing professional
Business environment
In India, the Digital Marketing acquires a single digit allocation of the marketing budget, which is
increasing YoY. The reason attributed to the growing demand is the penetration of internet via
computers, tablets and smartphones as the latest entrant. The environment today is extremely
favourable for online marketing with the growing number of users. With the advanced means to target
the right audience and tools to measure ROI , Digital Marketing is here to stay.
2. Goal:
To achieve 500 signups for - Certificate course in Digital Marketing over a period of 1 month.
3. Strategy
The course is targeted to a niche market comprising of individuals interested in pursuing a career or
wanting to familiarize themselves with the basic concepts of Digital Marketing. It provides a platform to
understand the basic concepts of digital marketing and how today’s industries can reap benefits of its
capability. Owing to the competitive nature of business industry and increasing penetration of internet in
India, a cost effective medium cannot be ignored. To obtain the desired number of sign ups a mix of
digital marketing tools will be adopted as mentioned below.
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2. Tools:
 Social Media – Facebook, LinkedIn
 E-mail marketing campaign
 Google Ads
 Display ads
 SMS campaign
 Blogs, with backlinks to landing page
Proposition and the marketing mix
 People: The TG making it to the website will have a broad description of the course and benefits
associated. For support, the audience will have at their disposal means like FAQs, interaction facility
such as call us on a 1-800 number, live chat, a Contact Us dialogue box where user can post
queries during offline hours.
 Place: Have all the touch points in place. E.g. create a Facebook fan page, a blog, Google analytics
account, LinkedIn and Facebook ad accounts.
 Price: Price of the course offered is Rs. 4199/ Promotion:
o Social Media – Facebook, LinkedIn
o E-mail marketing campaign
o Google Ads
o Display ads
o Blogs, with back links to landing page
4. Budget Allocation
1. Google Ads
Allocated budget: Rs. 1,50,000 (Rs. 5000/day)
Justification: SERP will be the main lead generation tool over the web and I have set a maximum
limit of 100 clicks a day to begin with. Depending on the progress seen in the first week and/or
activities during a specific day(s) the budget can be allocated respectively.
A part of the budget will also go to display of Google Ads on content pages with pre identified
keywords and on monitoring user activity over the web (e.g. Ads displayed on Gmail inbox
based o the user activity for specific keywords) and not just Google Ads on SERP. The content
pages can include blogs, news articles, forums, research report websites (if any) to create more
buzz.
2. Banner Ads
Allocated budget: Rs. 90,000
Justification: 1 Leadeboard banner and 2 sidebar banner ad to be displayed on relevant
websites. Banner ads offer the benefits of design to display the message. The banner ads are
then displayed on every website which has space for showing Google Ads, the user then visits,
providing a constant recall.
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3. 3. Facebook Ads
Allocated budget: Rs. 45,000
Justification: The TG identified on Facebook is young male and females between the age of 2227 belonging to Tier 1 and some of the Tier 2 cities. The target audience on Facebook is above
5,00,000 since it is difficult to customise the TG on the basis of occupation and industry.
The Facebook ad will lead the user to a landing page which will help in capturing leads by
enabling the user to fill in his/her details on the page and also be able to download a free
brochure.
Our target will not be to sell the course here, via Ads since the medium is more for impulsive
buyers which do not fit our criteria.
4. LinkedIn Ads
Allocated budget: Rs. 71,400
Justification: LinkedIn provides a very targeted audience, among the working professional for
our market. Also, LinkedIn can be used to initiate a discussion in a relevant group where only
interested individuals are a part of. Another feature of LinkedIn is the display of ads among it’s
group sites via the LinkedIn audience network. The CPC for a LinkedIn ad is Rs. 119. The
budget is set for generating 20 clicks a day @ Rs.119 each for 30 days. Another benefit with
LinkedIn is that a prospect viewing the advert if interested, can request a call back as well.
5. Blogs:
Allocated budget: Rs. 7000
Justification:
A regular blog on popular networks providing industry related information, future prospects in the
field of Digital Marketing with backlinks to reports and white papers form company website for
free download.
6. E-mail Marketing Campaign
Allocated budget: Rs. 10,000
Justification: Cost effective medium with a mass audience to target. A typical email blast to 3 lac
contacts will cost around Rs. 3000. The remaining Rs. 7,000 is assumed to be the cost of
acquiring email contacts. It is an assumption hence the figure can exceed as well. The emails
can be send multiple number of times.
7. SMS Blast
Allocated budget: Rs. 24,000
Justification: SMS will be sent only to the non DND customers across the networks. A targeted
audience of 3 lac across Tier 1 and 2 cities will be sent SMS every Sunday for 3 consecutive
weeks. The cost of acquiring leads has not been included.
8. Telecalling
As and when required.
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4. Medium
Amount allocated (in Rs.)
Google Ads
1,50,000
Banner Ads (1+2)
90,000
Facebook Ads
45,000
LinkedIn
71,400
Email blast
10,000
SMS
24,000
Blogs
7,000
Estimated cost of the campaign
Reach (Approx.)
5,00,000
75,000
3,00,000
3,00,000
Rs. 4,42,400
Prepared By,
Sanjay Trivedi ,
+91 84014 004565
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