Executive Program in Digital and Social Media Marketing Strategy

EPDSMMS is a 6 month blended learning program from IIM Calcutta with Live, Virtual, Classes led by eminent IIMC faculty and 2 campus modules spanning 8 days at the IIMC Campus

    • Discover How To Create and Drive Organizational Digital Marketing Strategy
    • Learn Digital Models for Branding, Sales etc., Machine Learning for Customer Analytics, Predictive Analytics for Marketing, Influencer Management and many more cutting-edge topics
    • Learn From IIM-C Professors And Industry Experts (Guest Speakers)
    • Get Certified And Get Alumni Status From IIM Calcutta
    • Learn On Weekends And Evenings Without Interrupting Your Work Schedule

Online Instructor-Led

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Course Features

About Executive Program in Digital and Social Media Marketing Strategy

The EPDSMMS has been designed to provide a solid foundation for marketing management professionals keen to specialize in digital and social media marketing. This course will sharpen your traditional marketing skills and provide basic and advanced concepts in digital and social media marketing. This course will share insights on the latest trends, best practices and technologies for effective digital marketing and also offer in-depth knowledge on digital marketing analytics including how to plan, implement, and measure a digital marketing strategy to create awareness, generate leads, and ultimately drive sales. The course instructor will focus on the synergy between in-field practice and in-class learning.

Here is what some of the past participants had to say about the course:

“Happy to be a part of a dynamic programme and learning under distinguished faculty and speakers from IIM Calcutta. The sessions have been very interactive and interesting. A wonderful learning experience.”

“NIIT's initiative and support during the online classes was commendable. At the IIM Campus meeting the respected professors and the visiting faculties from different domain was certainly lucrative. Along with it interacting and knowing our fellow talented batch mates was the icing on the cake. Overall a brilliant experience. Thank you for such an exposure.”

Course Objectives
  • Sharpen your knowledge of traditional marketing management theory
  • Acquire an in-depth knowledge on digital marketing and analytics concepts
  • Learn to plan, implement and measure a digital marketing strategy
  • Build a project of your choice on digital and social media marketing guided by an instructor

EPDSMMS is a cutting-edge Digital and Social Media Marketing course from IIM Calcutta designed to convert participants into well-rounded marketers that can drive the Digital Marketing strategy of their organization by leveraging the latest developments and tried and true techniques. Learn Machine Learning for Customer Analytics, Predictive Analytics for Marketing, Influencer Management, Digital Models for Branding, Sales, Advertising and Customer management, Inbound Marketing, Funding, Championing and Sustaining Digital Marketing Initiatives, Leading and Managing Digital Marketing teams and much more.

This 6 month course is designed to distinguish you from other marketers by equipping you with the knowledge and skills needed to hold your own among the best and brightest in the Industry.

Module 1:

Understanding the Strategic Need for Digital and Social Media Marketing

  • Firm and its resources and capabilities
  • Competitive strategy in the digital era
  • Customer value, satisfaction and relationships
  • Customers’ buying behavior
  • Market segmentation and targeting
  • Product & brand management
  • Sales & distribution management
  • Advertising and sales promotion
  • Integrated marketing communications
  • Understanding the digital era through social, mobile, analytics and cloud
  • Digital disruption in marketing
  • Digital models for branding, sales, advertising and customer management
  • Agility and customer centricity through digital technologies
  • Web, mobile and social channels for marketing and their co-ordination
Module 2:

Execution Plans for Digital and Social Media Marketing

  • Content management for web and social channels
  • Web pages and banner advertisements
  • Email and SMS marketing
  • Blog marketing
  • Mobile marketing
  • Inbound marketing
  • User generated content
  • Electronic word of mouth and viral marketing
  • Influencer management
  • Campaign management
  • Social listening and social media marketing
  • Social channel management
  • Business intelligence and dashboards for marketing applications
  • Machine learning for customer analytics using analytics tools
  • Classification, clustering and market basket analysis
  • Predictive analytics for marketing
  • Organic and sponsored search advertising
  • Search engine optimization
  • Web behavior understanding using web analytics tools
  • Social media analytics tools and techniques
Module 3:

Assessing the Impact of Digital and Social Media Marketing

  • Creating a road map for digital marketing initiatives
  • Integrating offline and online channels through digital marketing
  • Best practices in digital and social media marketing
  • Understanding ROI for digital marketing projects
  • Digital marketing project management
  • Innovation for digital marketing
  • Strategic role of Big Data in digital marketing
  • Emerging technologies for digital marketing
  • Funding, championing and sustaining digital marketing initiatives
  • Leading and managing digital marketing teams
  • Experience sharing and project presentations


All participants will work on a Digital Marketing project in an topic of their choosing. Use this opportunity to explore the latest developments in the domain or solve a critical problem facing your organization under the guidance of IIM faculty. Apply the skills learnt in the course while understanding the practical implications of new Digital Marketing initiatives.


The Program directors for this course will be will be Prof. Sarvanna Jaikumar and Professor Indranil Bose.

Prof. Sarvanna Jaikumar is currently an Assistant Professor of Marketing at Indian Institute of Management Calcutta. He holds a PhD in Marketing from IIM, Ahmedabad and an MBA from the Cardiff Business School, UK. His publications have been published in the renowned Journal of Advertising Research, Journal of International Business Education and Journal of Product & Brand Management. He has completed consultancy projects with Coca-Cola and Dr. Reddy’s among others. His complete profile can be found at

Prof. Indranil Bose

Prof. Indranil Bose, a specialist in Predictive Analysis and Big Data, is a Professor of Management Information Systems at the Indian Institute of Management Calcutta. He was the founding Chairperson of the Postgraduate Diploma in Business Analytics offered by IIM Calcutta, IIT Kharagpur and ISL Kolkata. Previously, he was an instructor member at the University of Hong Kong, University of Florida, and University of Texas at Arlington. He holds a B. Tech (Hons.) from IIT Kharagpur, MS from University of Iowa, and MS and PhD from Purdue University. His complete profile can be found at

Guest Speakers

This course will also include lectures by guest speakers from relevant industries. The guest speakers are:

  • Ms. Ami Shah, a Marketer, Co-founder of IntelliAssist and visiting faculty at IIM Bangalore, IIM Calcutta, IIM Lucknow and IIM Ranchi.
  • Mr. Sujay Golan, Head of Digital Marketing at InMobi.
  • Mr. Gautam Ghosh, a Consultant in Social Media and HR, Director of Talent Branding at Flipkart.
  • Mr. Ritesh Naik, co-founder of Ad Magnet and former CEO of Interactive Avenues.
  • Mr. Omar Syed, a seasoned Digital Marketer with over 15 years of experience and the winner of the Best Digital Marketing Professional in 2013 by World Brand Congress.

On successful completion of the course, the learner will receive a certificate of completion from IIMC. The candidates will also be awarded an alumni status by IIMC.

There will be exams at the end of each module. All exams would be assessed on four different grades – Excellent, Good, Average and Poor. Candidates will successfully complete the course if they have received poor grades in not more than two exams. All learners must attend at least 66% of all sessions in each module, and get minimum grades to be eligible for certificate of successful completion from IIM Calcutta.

All learners must to do a compulsory project based on a topic of their choice related to digital or social media marketing. Non-completion of the project would lead to incomplete grade in the course. Each project would be guided by an instructor from IIMC, besides an industry mentor to be chosen by the learner him/her self. The project would be graded separately by the instructor guide and industry mentor.


The prerequisites for the program are:

The applicant should be a Graduate (10+2+3 or equivalent) or a Post-graduate in any discipline with a minimum of 50% marks (aggregate).

The applicant should have a work experience of at least 2 years in media, advertising, start-up businesses, social or digital media, e-commerce and related domains.

Applicant selection will be based on:

  • Past Academic Performance
  • Work Experience

What is the course fee and payment options?

Course Fee

The Course fee is 1,79,000 (+ 18% GST) or USD 3,500. You can avail the installment payment option:

Date On Application On Registration 1st April 2019 1st June 2019
Amount INR 9,000  68,000  51,000  51,000
Amount USD 165  1335  1000  1000

Note: Note: The INR amounts are exclusive of taxes. GST of 18% will be charged on all INR transactions.

Application Fee

The application fee for the course is INR 9,000 + 18% tax and has to be paid at the time of application. In case the candidate is selected for the course, then this amount will be adjusted in the course fee. If the candidate is NOT selected by institute, application fee will be partially refunded. INR 8,000 will be refunded and INR 1000 will be retained by NIIT towards application processing and administration charges.

The Application Fee will NOT be refunded in case of any of the following conditions:

  • The application is found to be incomplete or inaccurate at any stage of verification.
  • The applicant is offered a seat for the course but does not join the course on or before the date mentioned in the offer letter.
  • It is the responsibility of the applicant to ensure that the application is complete in all respects. The selection offer letter is for a specific batch of a course. Neither the offer for admission nor the initial amount is transferable to any other course or batch.

Campus Visit Fee

A campus visit fee of INR 6,000 per day plus applicable taxes is payable. This amount will be collected in 2 installments, before the start of each campus visit. The campus visit fee will be collected by on behalf of IIMC.

Why Should I join this course?

This course is designed for Marketing, Advertising, Branding, Product professionals who are interested in learning how to leverage Digital Marketing and Social Media to bring about strategic change and organizational growth. Organizations are increasing their budgets for Digital Marketing and using Social Media channels to engage and connect with their consumers. This course is useful to all 21st century marketers and business owners that recognize the urgent need to include Digital Marketing and Social Media as part of their Marketing Mix.

The program teaches participants the Strategic need for Digital and Social Media Marketing, Campaign Planning and Management, Role of Machine Learning, Big Data and Analytics in Digital Marketing, Creating a road map for digital marketing initiatives, Understanding ROI for digital marketing projects and much more. The program introduces candidates to different tools and software through demos wherever relevant, but the main focus of the program will remain on strategy and not tool based execution. Participants should have some exposure to technology and should be willing to learn about technology when they come to this program. No programming knowledge is necessary.

The course will include several group activities to facilitate project based learning and peer group engagement. Digital learning resources will be distributed wherever needed.

What are the class/session timings?

Classes will be held every Wednesday and Saturday. Each class duration will be for three hours. In addition, there will be two campus visits to IIMC.

What happens if I miss a session?

All the live sessions are recorded and available for later view. Learners can refer to recordings of a missed session at their convenience.

What is your refund policy?

Upon registering for the course, if for some reason you are unable or unwilling to participate in the course further, you can apply for a refund. You can initiate the refund any time before start of the second session of the course by sending an email to , with your enrollment details and bank account details (where you want the amount to be transferred). Once you initiate a refund request, you will receive the amount within 21 days after confirmation and verification by our team. This is provided if you have not downloaded any course ware after registration.

Please Note: will conduct an orientation prior to the first session by IIMC.This orientation is considered the official start of the program/batch. All campus visits are part of the academic sessions.

The Application Fee will NOT be refunded in case of any of the following conditions:

  • The application is found to be incomplete or inaccurate at any stage of scrutiny.
  • The applicant is offered a seat for the course and does not join before the date mentioned in the offer letter.
  • It is the responsibility of the applicant to ensure that the application is complete in all respects. The selection offer letter is for a specific batch of a course. Neither the offer for admission nor the initial amount is transferable to any other course or batch.

What are the minimum system requirements to attend the course?

    Minimum system requirements for accessing the courses are:

  • Personal computer or Laptop with web camera
  • Headphone with Noise Clarity Microphone
  • Broadband connection with minimum bandwidth of 4 mbps.
  • Its recommended to use System Health Check to examine the OS details, Add in, Plugins, Camera, Mic and other external devices.

Is there an official support desk for technical guidance during the training program?

Yes. For immediate technical support, you can reach out on 91-9717992809 or 0124-4917203 between 9:00 AM and 8:00 PM IST. You can write to for all other queries and our team will be happy to help you.

Can I refer a friend for the program? What benefit will I receive for the referral?

You can refer any of your friends, family, or colleagues for the course.

  • On registering for any course, you will receive a mail from us with your referral code. You can also access this code through the “Refer your friend” option in your learning dashboard.
  • You can share this code with everyone that you wish to refer to the course
  • If anyone registers using this referral code (referral code has to be used as a coupon code at the time of registration) then then will receive a Rs. 5000 scholarship on the course fee
  • You will then become eligible for a referral credit of Rs. 5000. This referral credit can be reimbursed in the form of Amazon vouchers.
  • Just send us a mail at and we will verify the referral and initiate the referral benefit
  • Two scholarships/coupon codes cannot be combined. Candidate can only avail one offer per program.

What are the benefits provided to the participants as Alumni of this program?

After successful completion of the program, the participants are deemed “IIMC Alumni – Executive Education”. As alumni of this program they will have access to IIM Calcutta’s exclusive alumni portal and all its features. The participants will be provided login credentials to the portal after the program completion and declaration of results.

Course Features

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