MARKETING IN THE AGE OF DIGITAL
AND SOCIAL MEDIA

Marketing in the Age of Digital and Social Media

1. Design and Direction: Prof Ranjan Das, Professor of Strategy, Innovation, Entrepreneurship and Leadership, teaching at Indian Institute of Management Calcutta [IIMC] since 1994 and other IIMs. Prof Das, who is the Founder Chairman and Chief Mentor, The Strategy Academy. Is the creator of Smart Learning & Transformation Solution [SLTS].

2. For Whom: Managers and executives working in the areas of Digital and Social Media Marketing or are planning to make a career shift to these areas.

3. Duration: The program will be delivered in phases over 5 weeks comprising

• 20 Hours of faculty conducted sessions [10 sessions each @ 2 hours] PLUS
• Time required – outside faculty conducted sessions – to go through the suggested reading materials and also complete group and individual assignments

The delivery of faculty conducted sessions will take place – OUTSIDE working hours – over 5 weeks @ 2 sessions per week.

4. Content:

• Why marketing is strategy
• Digital landscape and introduction to Digital Marketing
• Foundational inputs:
  • SEO and SEM
  • Google Adwords and Google Analytics
  • Features of Digital infrastructure provided by Google, Facebook, Amazon and Apple
• Social Media marketing I [digital marketing using Face book ]
• Social Media marketing II [digital marketing using Twitter, Linked In, Google + and You Tube]
• Outbound vs inbound marketing- cost implications for customer acquisition
• Viral marketing and online promotions to acquire customers
• Email marketing and Marketing Automation
• Discussion on approaches such as subscription based model, freemium pricing and crowd-sourcing to acquire customers
• Practice campaigns
• Digital Marketing costs and returns- how to evaluate effectiveness
• Digital marketing budget and balancing online and offline campaigns
• The Future of Digital Marketing
• Case discussions and experience sharing

5. Pedagogy: Concepts and interactive case discussions and experience sharing by both faculty and participants. List of cases to include even those cases which are used at leading international business schools such as Harvard Business School.

6. Session timing: Twice a week – Weekdays and/or Saturdays [during 8 to 10 pm]

7. Delivery: The program will be delivered using an Innovative solution called Smart Learning & Transformation Solution [SLTS] . Details of SLTS are available in www.thestrategyacademy.org SLTS will enable participants to attend faculty conducted 100% LIVE sessions – totalling 20 hours – from his/her Home or Office or ANYWHERE, using the Academy’s 2 way interactive and real time DIGITAL Content Delivery Network [with streaming Audio plus Video feeds]. No special training or IT infra is needed by any participant, beyond what he/she already has, to attend from ANYWHERE all sessions conducted by faculty in person. For information, more than 60 companies have already used SLTS and also the just mentioned Content Delivery Network of The Strategy Academy to conduct their In-Company Corporate training Programs.

8. Infrastructure required to attend faculty conducted 100% LIVE and 2 way Interactive classes from ANYWHERE [home/ office/ while travelling].

• A PC or a Laptop with
  • A standard headphone
  • A broadband fixed line or a Data Card capable of delivering a minimum 256kbps of broadband during each 2 hour session; this is a must for smooth audio and video live streaming

OR

• Smartphone or a Tab with 4G Connection

9. Recording of faculty conducted Sessions: To be made available for 4 weeks after the last formal session conducted by faculty in person is over.

10. Evaluation and Grading: Multi-element Evaluation and Grading based on 4 parameters viz. [a] Attendance, [b] Number and quality of questions asked/ engagement during faculty conducted 100% LIVE Digital sessions, [c] online quiz and/ or miscellaneous online submissions and [d] performance at the examination to be conducted online at the end of the program.

11. Certificate and Grades: To be issued by The Strategy Academy Centre for Advanced Studies. It is possible to get this Program Co-Certified by a Leading University/Institutional with a marginal increase in course fee mentioned below.

12. Fee: Rs 15000/- Plus GST payable by Cheque or online bank transfer in favour of The Strategy Academy Centre for Advanced Studies; the fee includes the cost of soft copy of reading materials and faculty PPTs.

13. Minimum Batch Size: 15 participants.

14. Start Date of the Program: The start date will be announced as soon as the number of interested participants exceeds 10. These first 10 applicants will get an early bird discount of Rs 1500/- on program fee provided they deposit the requisite fee with GST [net of early bird discount of 1500/-] within 7 days of receiving the advice from the Academy.

15. If any applicant wishes to discuss with Prof. Ranjan Das, who is the Program Director of this program, regarding any aspect of the program described above, he/she may please call 09874882778 or 03340632066 for setting up a time for telephonic discussion with Prof. Das.