BATCH - 22

DIGITAL MARKETING
AND ANALYTICS
ACCELERATE YOUR DIGITAL GROWTH

12 WEEKS | ONLINE

STARTS FEBRUARY 13, 2024

# 1 Research
Ranking in India*
*Source: FT Global MBA Ranking 2023
# 4 B-School
in Asia
Programme Summary
Digital Marketing and Analytics

Institute Name Programme Duration Cost Learning Mode Weekly effort

ISB Executive 12 Weeks INR 1,08,000 + GST Online 4-6 hours a week
Education

Faculty Guest Faculty/ Programme Leader Eligibility Certificate

ISB Faculty Industry Experts Subject Matter Any Graduate/ Upon successful completion of the
Senior Industry Experts/ Mid Industry Diploma holder programme, participants will be
Practitioners Practitioners awarded a verified digital certificate
from ISB Executive Education

Learning Experience

Pre-recorded videos with ISB Faculty - High-quality videos - On Demand learning -

Learn at your own pace, around your Great learning experience, even Re-watch any lesson/ concept for deeper
busy schedule while on-the-move understanding

World-class faculty - Cohort-based learning -

Learn from the best faculty and Networking & Community Interaction
industry practitioners by using discussion boards

Frequently Asked Questions

Are there any LIVE sessions with the institute faculty in this programme?
This programme is designed to give flexible learning given time constraints of working professionals and contains high-quality pre-recorded videos with
the globally renowned faculty from ISB. No LIVE sessions will be taken by ISB faculty.
What is the role of the Programme Leader? Are they institute faculty?
Programme Leaders are Industry Practitioners/ Subject Matter Experts who help with doubt-clearing sessions, cover specific topics deeper and share
real-world examples wherever needed. They are not the faculty of the institute.
Who grades/ gives inputs on the assignments and projects?
The assignment grading frameworks are created in collaboration with the institute faculty. However the actual grading is done by the Programme
Leaders.
Is there a qualifying mark/ grade to get the final certification in this programme?
Yes, the qualifying mark is 70%.
What if I miss the assignments for a particular week? Can I attempt them later?
An assignment that is not submitted by the due date is late. Late assignments will be accepted until one week after the programme end date, which
is published on the programme homepage.
Who is the faculty for the LIVE Masterclass/ Online sessions/ Doubt-Clearing sessions?
Masterclasses are conducted by industry experts with domain expertise. They are not the faculty of ISB. Doubt-clearing sessions are carried out by the
Programme Leaders, as they monitor individual student progress.
Do I get Alumni status of the institute on completion of this programme?
This programme comes with ISB Executive Network access, which allows you to network with other ISB Alumni and a host of other benefits.
However, this is not the same as the ISB Alumni status accorded for full time campus programmes.

Will Emeritus/ Institute help with placement services?

This programme is designed with some of the best faculty and to cover relevant topics in a manner that creates positive career outcomes. However,
there are 15 career management modules with IIMJobs Pro Memebership by Emeritus. We do not offer placement services with this programme.
What if I don’t find the programme appropriate for me after starting the sessions? Can I seek a refund?
We encourage our learners to complete the programme to fully understand the concepts and derive valuable learning outcomes. Should you still feel
the need to stop your learning journey, a refund request can be initiated within 14 days of programme commencement. However, after 14 days the
programme fee becomes non refundable.
What type of certificate will I receive?
Upon successful completion of the programme, you will receive a smart digital certificate. The smart digital certificate can be shared with friends,
family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate
will be sent approximately two weeks after the programme, once grading is complete.
How long will I have access to the learning materials?
You will have access to the online learning platform and all the videos and programme materials for 12 months following the programme start date.
Access to the learning platform is restricted to registered participants per the terms of agreement.

This Programme Summary is provided only for your convenience. You are advised to refer to the Programme Brochure for more information.
Programme Highlights:

128 20
Pre-Recorded Videos Assignments*
for Self-Paced Learning and Quizzes
from Renowned
ISB Faculty

10+ 13
Live Online Sessions
Case Studies
with Programme
Leaders**

10+ 4
Discussion
Boards Simulations

5+
Masterclasses

Note:
-All programme content is delivered via recorded sessions. ISB faculty will not be a part of weekly live sessions or any
other live interaction in this programme. We have a curated panel of eminent programme leaders who will be
conducting
the weekly live doubt-clearing sessions.
The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.
-*Assignments are graded either by programme leaders who are available to support participants in their learning
journey and/or by the Emeritus grading team.
-**Programme leaders are domain experts who will clear your doubts and guide you through your learning journey.
Masterclasses with Industry Experts

Masterclass Speaker
Jatin Malhotra
Developer Ecosystem Lead &
Strategic Partnerships at Jio.
https://www.linkedin.com/in/jatin1malhotra/
Learn the art of product positioning
and devise a successful GTM plan

Masterclass Speaker
Pritesh Mittal
Co-founder, Growisto (clients include MakeMyTrip,
Puma, Tata Cliq, Oyo, Epigamia & more)
https://www.linkedin.com/in/pritesh-mittal/
Create an SEO plan and leverage it
of organic marketing

Masterclass Speaker
Akshat Tyagi
Co-founder, workhack (clients include Mamaearth,
BookMyShow, Times Internet & more)
https://www.linkedin.com/in/ofcakshat/
Leverage marketing AI tools and
create a personalised marketing
strategy

Masterclasses with Programme Leaders*

Copywriting and Mobile Marketing Market Research

copyediting with ChatGPT

Note:
*Programme leaders are domain experts who will clear your doubts and guide you through your learning journey.
All product and company names mentioned in this material are trademarks or registered trademarks of their
respective holders. Their use does not imply any affiliation with or endorsement by them.
Case Studies

Nike training club and Tata Nano and its Netflix and
Nike's evolution in digital positioning as a 'poor the digital marketing
value creation strategy man's car' funnel and strategy

SEO strategies Lenovo and their data- Airbnb on two-sided

of Google driven marketing strategy network growth

An online company selling

products like shoes and Marketing and positioning The Honest Company on
their product proposition strategy of Swatch improving targeting
through digital technology efficiency
to help consumers

Successful digital
marketing campaigns

Note: All product and company names mentioned in this material are trademarks or registered trademarks of their
respective holders. Their use does not imply any affiliation with or endorsement by them.
Business Scenarios

Note: All product and company names mentioned in this material are trademarks or registered trademarks of their
respective holders. Their use does not imply any affiliation with or endorsement by them.
Hands-On Projects

Product Positioning & Go-To-Market Strategy Module

Insights into strategic product placement and effective market
entry tactics, equipping with the skills needed to position products
strategically and devise impactful go-to-market strategies for
successful launches.

Right SEO for Organic Marketing Module

Master 'Right SEO for Organic Marketing' to maximise organic
reach and leverage effective digital growth strategies, enhancing
online visibility for sustainable marketing growth.

Leveraging AI for Personalised Marketing Module

Discover the power of AI-driven strategies and techniques to tailor
marketing approaches for personalised consumer engagement,
revolutionising marketing campaigns through advanced data-
driven insights and automation.

Assignments
Analyse a company’s
Facebook ads campaign funnel strategies and
orovide recommendations

Evaluate a brand's paid, owned

Twitter ads campaign and earned media strategies

L'Oréal Ombre - Social Outline an analytics-based

listening to create social media strategy
marketing strategy

Transforming the four Ps Evaluate a brand’s digital

to incorporate digital marketing strategy
technologies

Using peer influence to

reach and convert
customers
Digital Marketing Tools (Optional)

Analytics

Additional Certifications (Optional)

Social Media, Email and

Search, Display, Video, Beginner and
Content Marketing
Shopping Ads, Apps Advanced Levels

100+ 23+ hours 49 7.5 hours

Lessons Video Content Quizzes Assessments

Note:
All product and company names mentioned in this material are trademarks or registered trademarks of their respective
holders. Their use does not imply any affiliation with or endorsement by them.
The tools showcased in this material will be taught through pre-recorded demo videos.
These sessions are optional and will not be considered for your final evaluation.
Regarding tools with "free" certifications: we have included a detailed guide on the specific locations and procedures for
obtaining your certification.
The fee does not cover any payments required for certifications offered by the tools or tool subscriptions.
These sessions are optional and will not be factored into your final evaluation.

Certification on Mailmodo

INR 4,000*
Complimentary with this programme

This programme has been created by industry experts with extensive email marketing experience
will help users learn the fundamentals of email marketing and create effective campaigns.
Enabling users to create and send app-like interactive emails to improve email conversions
Email Automation, User Journey Creation, Auto-Trigger Schedule
API Integration Within the Email Content.
Hands-on learning with
Stukent Mimic Pro

Advance your skills with an in-demand digital marketing

simulation platform with real-world scenarios to:

Develop targeted Monitor and optimise key

content strategies performance metrics

Create and optimise Effectively manage

simulated campaigns campaign budgets
Why this Programme?

Learn how to align digital

marketing strategies with
business goals to enhance
ROI

Explore how digital channels

can be leveraged to optimise
marketing

Gain actionable insights

from industry-oriented
curriculum and real-world
case studies

Learn via recorded videos

from renowned ISB faculty,
and live online sessions with
programme leaders

Apply the principles of

online advertising to real-
world scenarios in a
simulated environment

APPLY NOW
Who is this
Programme for?

Mid-level managers
interested in learning
integrated digital marketing
strategies and best
practices to boost reach,
conversions, and ROI

Marketers looking to make

a comeback after a career
break by learning to
effectively optimise
themselves

Entrepreneurs and
business owners
seeking to understand
how digital marketing
strategies can improve
marketing outcomes
and lead to business
expansion
Past Participant Profiles
Top Industries

7% 8%
Banking 7% Internet/ E- 6%
and Finance FMCG commerce Retail

7% 11% 35% 6%
Consulting Information Others* Education/
Technology/ Ed-Tech
Services

*Others include Energy, Healthcare, Infrastructure, Manufacturing, Retail and Telecommunications among others.

Top Functions

66%
Marketing &
Sales

5%
Consulting

9%
General
Management

3%
Operations

17%
Others*

*Others include Engineering, Finance/ Accounting, and Information Technology among others.
Testimonials
Success Story and Testimonial

Nitish Malhotra
Placed as Senior Manager Business Analytics at
Interactive Avenues through Emeritus Career Services

“Thanks to Emeritus for helping me find the best suited

course and making sure all my queries are answered
without any delay. A special mention to the career
services team, for continuously following up and making
sure the decision I make is best suited to my career
growth.”

Recruiter Testimonial
The creative industry is a difficult sector to
hire for but Emeritus with its wide network
of well-qualified individuals across a range
of job disciplines, has made the process
easier for us.What we value the most is
that the team understands the job requirements well
and carefully handpicks only the best candidates who suit
the job role. Having a partnership with Emeritus has
significantly improved our time-to-hire on several key
roles and we have been able to close a number of
crucial positions in a quick time span. We are grateful to
Emeritus for their valuable assistance and hope to have a
continued positive relationship for the future.
Programme Modules

Marketing in the Digital World

Definition, Growth & Benefits of Digital Marketing
Traditional Marketing & Digital Marketing
Digital Marketing and traditional marketing relationship

Module 1
and its benefits over traditional marketing
The positioning challenge and marketing crisis
How the 4Ps of marketing are transformed in the
digital space
Utilising digital opportunities to create value
The "long-tail" effect

Customer in the Digital World

How customer behavior is different in the digital
Module 2

domains? Easy access to information and decision

making
The role of peer influence in the purchase process
What are customer networks and their use in digital
Case Study – Creating Value for Customers
Customer Journey
What are customer personas and how are they used in Module 3
digital marketing segmentation
Digital Marketing Funnel: What is it and how is it used?
Privacy vs Personalisation: The current debate on this
issue; its impact on marketing strategy
Case Study – Digital Marketing Funnel Strategy

Reaching and Engaging the Customer

Module 4

Exploring the P-O-E-M (paid, owned, earned media)

framework to reach and engage customers
How do you integrate offline with online channels and its
impact on customer engagement

Making Digital Work:

Module 5

Strategies for Paid Ad Campaigns

Outlining a planning framework for paid ad campaigns
Highlight examples to reveal key insights and ideas in PPC

Describing the ecosystem for google ad campaigns,

display and social media ads and email ads;
Describing the ecosystem for Google Ad campaigns
Outline managerial decisions that need
to be made in each and factors that need
to be considered while making them
Stukent Mimic Pro Simulation – 1 Round

Note: Modules/topics are indicative only, and the suggested time and sequence may be dropped/modified/ adapted to fit
the total programme hours.
Email, Display and Social Media Advertising
Email and social media marketing strategies and their
execution in Digital Marketing

Module 6
Build an engaging social media marketing strategy
leveraging social listening
Analyse digital marketing strategies of a few brands
Stukent Mimic Pro Simulation – 1 Round
Strategies and Evaluation:
Metrics, and ROI
Identify key factors for campaign success
Analyse metrics of a campaign, what metrics are important
Key KPIs, branding or financial and understanding the challenges of measuring marketing
Module 7

ROI within organisations. An overview of tools that are available across platforms
An introduction to causal inference and its importance in the digital world
Overview of techniques related to A/B testing and split testing and how it can be applied
in social media. Understanding the trade-offs between a short-term and long term focus.
How to incorporate CLV measures in ROI analysis?
How to incorporate CLV measures in ROI analysis
Understand the right data framework and test strategies required to make your campaign
a success (HONEST company)
Stukent Mimic Pro Simulation – 1 Round

Digital Strategy and Analytics

Module 8
What are the data requirements for different platforms?
How do you integrate offline with online?
Optimising Campaigns using Data Analytics
Data strategies for marketing
Stukent Mimic Pro Simulation – 2 Rounds

Digital Marketing: Strategy, Planning and Execution

Defining target audience and audience persona, need identification
Identifying and profiling competitors based on different attributes
Module 9

Content production and distribution through earned, owned, and paid

media
Launching an effective digital marketing campaign and post-campaign
analysis
Examples of successful strategy planning and execution from India and
global markets. Stukent Mimic Pro Simulation – 2 Rounds

Emerging Technologies for Digital Marketing

Module 10

New technologies and marketing transformations in digital

environments
IoT and Robotics
The impact of artificial intelligence on the future of
marketing and consumer behavior
Stukent Mimic Pro Simulation – 2 Rounds

APPLY NOW

Note: Modules/topics are indicative only, and the suggested time and sequence may be dropped/modified/ adapted to fit
the total programme hours.
 Certification on Mailmodo – Modules

A. Chapters -
Chapter 1 - Introduction to Email Marketing
Chapter 2 - Understanding email analytics & metrics
Chapter 3 - Getting Email Deliverability Right
Chapter 4 - How to Segment Your Email List
Chapter 5 - The Art of Writing a Good Email Copy
Chapter 6 - Fundamentals of Email Design
Chapter 7 - Using AMP Emails to boost conversions

B. Assignments -
- Hands-on Experience- Creating and sending an email campaign
(students will be provided with free Mailmodo account)
- Quizzes

C. Live session with email experts with extensive industry experience

The email experts providing live sessions will include CEO of Mailmodo Aquibur Rehman and
two other prominent email marketing experts and influencers from across the world.

7 8 3 FREE
Videos Assignments Live Sessions MailModo Account
Meet the Faculty

Siddharth S. Singh
Associate Professor of Marketing

Prof. Siddharth S. Singh heads The

Media Hub, ISB’s initiative for excellence
in media research.

Madhu Vishwanathan
Associate Professor of Marketing
Research Director at IIDS

Prof. Madhu Vishwanathan has a Ph.D. from the

University of Minnesota, Twin Cities and his
undergraduate from BITS, Pilani.

Kiran Pedada
Visiting Faculty at ISB

Prof. Kiran Pedada has a Ph.D. in Business

Administration (Marketing) from the Rawls College of
Business at Texas Tech University.
Programme Certificate

Upon successfully completing the programme with a minimum 70%

score, you will be awarded a certificate in Digital Marketing
and Analytics from ISB Executive Education.

The Executive Education at the Indian School of Business awards this certificate to

Vinod Kurian

for succesfully completing the online programme

Digital Marketing and Analytics

from February 13, 2024 to May 7, 2024

Sujatha Kumaraswamy
Executive Director
Executive Education and Digital Learning
Indian School of Business

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of
ISB Executive Education.
ISB Executive Network

Upon successful completion of the programme, participants will become a

part of the ISB Executive Network. Benefits include:

Preferential pricing with

ISB Newsletters with 10% discount on programme
the latest updates fee on ISB Executive
Education programmes

Learning and Networking Upgrade to ISB Executive

opportunities via ISB Executive Alumni Group with 100+
Network Group on LinkedIn learning hours

Exclusive invitations to Online

and Offline events like
Webinars, Conferences, and
Master Classes, amongst
others

APPLY NOW
Learning Journey

Orientation Week
During this week you will be
introduced to the other participants
in the class from across the world
and you will learn how to use the
learning management system and
other learning tools provided.

Weekly Goals
As you begin the programme, meet
your learning goals set for the week.
The goals would include completing
the assignments, which have weekly
deadlines.

Self Paced, Flexible

Online Learning.
Learn online via pre-recorded
videos from renowned ISB faculty
in a high-impact three-month
journey with a learning
commitment of 4-6 hours/ week.
Faculty will not be a part of weekly
live sessions or any other live Debrief Sessions
interaction in this programme. The programme features weekly live
online sessions with programme
leaders who are available to help
you clarify your doubts pertaining to
the content. Assignments are graded
either by programme leaders and/or
by the Emeritus grading team.

Timely Follow up and

Learning Support

The Emeritus Programme Support

team will follow up over emails and
phone calls with learners who are
unable to submit their assignments
on time.
Past participants of
Emeritus work at:

Note: This service is available only for Indian residents enroled into select Emeritus programmes.

ISB Executive Education or Emeritus do NOT promise or guarantee a job or progression in your current job. Career Services is
only offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered
by Emeritus. ISB Executive Education is NOT involved in any way and makes no commitments regarding the Career Services
mentioned here.

All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply
any affiliation with or endorsement by them.
Programme Details

ELIGIBILITY : Any Graduate/ Diploma holder

DURATION : 12 Weeks 4-6 hours/ week

PROGRAMME START DATE : February 13, 2024

PROGRAMME FEE* : INR 1,08,000 + GST

Note:
GST(currently @ 18%) will be charged extra on these components.
*Instalment payment options available.
*Additional convenience charges will be applicable on instalment payments.
*For detailed information on instalment payments reach out to your programme advisor.
About US

The Indian School of Business (ISB) evolved from the need for a world-class
business school in Asia. ISB is committed to creating business leaders through
its innovative programmes, outstanding faculty, and thought leadership. It has
gained the unique distinction of receiving accreditation from the Association
of MBAs (AMBA), making it the 100th School in the world to achieve the
‘triple crown’ of accreditations from AMBA, EFMD Quality Improvement
System (EQUIS), and the Association to Advance Collegiate Schools of
Business (AACSB). Accreditation from AMBA represents the highest
standard of achievement in postgraduate business education.

ISB Executive Education designs programmes for professionals providing timely

learning interventions that help them enhance their capabilities through specific
skill sets and progress in their careers, while positively impacting the
organisations they operate in. Through innovative programmes, outstanding
faculty, and though leadership, ISB Executive Education is committed to
creating future-ready leaders.

ISB Executive Education is collaborating with online education provider,

Emeritus, to offer a portfolio of high-impact online programmes. Working
with Emeritus gives ISB Executive Education the advantage of
broadening its access beyond their on-campus offerings in a
collaborative and engaging format that stays true to the quality of ISB
Executive Education. Emeritus’ approach to learning is built on a cohort-
based design to maximise peer-to-peer sharing and includes video
lectures with world-class faculty and hands-on project-based learning.
More than 300,000 students from over 200 countries have benefitted
professionally from Emeritus’ programmes.
 WhatsApp an Advisor on +91 8657038243*
*This number does not accept any calls. Please message your queries.

For registration and any other information,

please get in touch with us at isb.execed@emeritus.org

APPLY NOW

Erulearning Solutions Private Limited (a company incorporated in India) is a subsidiary of Eruditus Learning Solutions
Pte Ltd (a company incorporated in Singapore), and operates under the brand name of ‘Eruditus’ and ‘Emeritus’.