Executive Program
in StrategIC Digital Marketing

Concepts

• Staying relevant in the Digital World
• Next-gen customer segmentation - Descriptor, Behavior and Benefit-based approach
• Framework to chose between Mass, Differentiated or Niche targeting
  • Ford's transition from a single model mass producer to segmented car manufacturer 
• Thumb rules to establish your positioning statement
  • 7UP's repositioning itself in the soft drinks market dominated by Coke
• Breakaway, Stealth and Straddle positioning
• Pros and cons of emotional, rational and cultural branding
  • Apple's brand transformation via the "Think Different" campaign
• Digital as an enabler for personalized branding
  • Starbuck's in-app customization - bringing delight to the customer

Case Study

• Hewlett Packard Enterprise (HPE) brand journey: Work on real-life scenario and propose a strategy to effectively position and brand the enterprise division to HP's customers

Concepts

• Demystifying search engines
• Search Engine Optimization - Content, Technical and Off Page
• Different keyword strategy - generating and shortlisting
  • Google's calculation of ad ranks for the keyword "vacation"
• SEO Audit - diagnosing your web pages using top tools
  • Nike's keyword research and landing page optimization
• Seach ad campaigns - generating traffic, leads and sales 
• Ad campaign structures - campaign, ad group and ad copies
  • DELL's search ad copy analysis
• Mastering advanced features like Call Extensions, Site Extensions
• Measuring and optimizing search ad campaigns
  • HCL's optimization of their landing page to get more leads

Case Study/ Application

• Use latest simulation tools and "ad dollars" to create and optimize simulated campaigns, practice A/B testing and plan bid strategies
• Sports Apparel Brand: Design a search marketing plan for a struggling tennis line of the business

Concepts

• Holistic view of social media channels including Facebook, Instagram, Twitter, LinkedIn, Snapchat, etc.
  • Brand lift facebook campaigns by Horlicks and Snapdeal
• Brand awareness, engagement, selling and social listening 
  • Tesla doing it right: power of social listening
  • Volkswagen, IBM pioneering social media based lead generation campaigns
• Understanding Network Effect as a driver of social media
• Going viral with effective content strategy and influencer based marketing
• Selecting channel-mix based on campaign objectives and industry types
  • Axis Bank's effective social media channel-mix strategy
• Organic v/s paid social media
  • Maxx Fashion's innovative marketing tactics
• Social media strategy - planning, monitoring and optimizing
  • Adobe maximizing its digital marketing returns

Case Study/ Application

• Experience Star Sports' Mauka Mauka campaign to get 50 billion impressions
• Create a social media strategy for a leading retailer from Middle East launching its E-commerce arm
• Use simulation tool to manage, plan and identify platforms for social media campaigns

Concepts

• Display advertising ecoystem
  • Youtube as a channel for display advertising 
• Best practices for display marketing
  • Zalando, a fashion brand and its different display campaigns to create brand awareness
• Measuring and optimizing display campaigns
• Affiliate Marketing - different cost models and their use cases
• Breaking the myths about email market ecosystem
  • Uber, Lyft - Best practices in email marketing
• Mobile app marketing strategies to drive adoption and engagement

Case Study/ Application

• Devise a strategy for using display and email marketing for a credit card product of a Singapore based bank
• Use simulation tools to launch multiple email campaigns and setup email journeys

Concepts

• Making the omni-channel approach work
• Deciding the channel and device mix
  • HCL's famous "United by HCL" campaign for B2B marketing
• Working on an integrated marketing framework
• Choice between in-house set-up or agency supervision 
• Writing effective agency briefs
• Content strategy and marketing automation
• Budget allocation and optimization

Case Study

• Devise an integrated marketing strategy for HCL's IoT division