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DIGITAL

MArketing
AND METRICS
INTRODUCING

S P J A I N ’ S D I G I TA L M A R K E T I N G & M E T R I C S P R O G R A M

A challenging 6-month program designed to equip you with the tools and techniques needed to
develop, deliver and evaluate digital marketing strategies and campaigns.

AN OVERVIEW

Global Entertainment and Media Outlook 2013-2017 Report by PwC predicts Amazon. Flipkart. Google. Apple. Facebook. What do some of the world’s top multinational companies
Digital Advertising Market to reach USD 185.4 billion worldwide by 2017 — an have in common? They appreciate and leverage digital platforms to compete in a dynamic and competitive
astounding 29% share of the total global advertising market with a growth landscape. They make it easier for consumers to access relevant and timely information, connect with
rate of over 13%. In the next five years, the industry is expected to surpass people they care about and willingly engage in brand building.
all forms of marketing, only to be television’s biggest competitor. Individuals
with a flair for marketing and a drive to understand communication strategy As technologies continue to develop, there is tremendous scope to converge traditional marketing insight
will find themselves to be at the forefront of this on-going “digital revolution”. with New Media and Internet. Markets across industries are moving swiftly to the virtual space, adopting
digital technology as a key element of their overall marketing and communication strategy. To continue
to do so, businesses need professionals with the knowledge, technical skills and practical experience of
digital media and marketing concepts.

S P JAIN’S DIGITAL MARKETING AND METRICS PROGRAM is a 6-month long certificate course
designed to develop modern marketing practitioners who are able to apply the latest digital media
technologies and strategies to improve business and personal brand. It offers professional training,
enabling students to sense how digital technologies create or enable new business models, reshape the
economy and the way businesses operate. Subsequently, the course also familiarises students with the
concept of digital ecosystems and strategies, and trends in various industry verticals.

Please note that Digital Marketing & Metrics is an autonomous course, and not accredited by TEQSA or any government/accrediting body in India or overseas.
KEY PROGRAM HIGHLIGHTS

6-month professional postgraduate certificate program

Classes will be conducted at S P Jain’s Mumbai Campus in Kohinoor City

Rethink how marketing is evolving in the digital age

Understand the role digital marketing plays in a sustainable business strategy

Study how digital marketing fits with companies’ overall marketing strategies

Learn to develop, implement, and evaluate digital media plans

Explore major tools and channels of digital marketing

Uncover opportunities for connecting with new markets, industries, and countries

PROGRAM STRUCTURE Assess the economic impact of various social and digital strategies

The program aims to bridge the gap between theoretical knowledge and practical application of Digital
Marketing. The program is shaped in the form of a Capstone Project, with an extensive focus on simulated
learning and real-time execution. Dynamic case studies, classroom discussions, projects and in-depth
industry analyses strengthen the participant’s ability to harness online resources and develop strategies
to maximise marketing efforts.
CLASSROOM LEARNING AND STUDENTS COMPLETE THE CAPSTONE PROJECT
EXPOSURE BY UNDERTAKING THE FOLLOWING STEPS:
Set within the traditional definitions of a Students, in their respective teams, pick an industry vertical and
classroom, participants are exposed to product category and set up a fictitious firm with specific value
interactions with specialists and experts in propositions.
the digital marketing space. These include
both world-class professors and industry Using the techniques and concepts learnt in the classroom, they
leaders who have predominantly worked in are expected to apply the digital marketing strategy for their
the digital space. Participants are expected companies. This can include strategies like setting up social
to discuss case studies of varied firms that network profiles or building a mock website/mobile application.
have experienced both successes and
failures in the digital marketing arena. Using both paid and unpaid means, student must popularise
and bring visitors to the digital assets of the company.

SIMULATED AND REAL-TIME


EXECUTION IN THE ‘DIGITAL LAB’
In the simulation lab, students apply key
digital marketing concepts and execute
real-time and integrated digital marketing
strategies for chosen businesses. Panels
of industry experts are drawn from several
fields who will also support and mentor them
throughout the course of the program.

CAPSTONE
PROJECT
The Capstone Project is a core element of
the Digital Marketing curriculum. Students
LEARNING APPROACH work in long-term teams to execute a digital
marketing strategy with real-time digital
assets, measure performance, and use the
The Digital Marketing program makes use of an innovative “Discontinuous Learning” approach that combines feedback to monitor and improve the tactics.
in-class learning and mentorship training with a practice-based approach that encourages students to test The capstone project module has been
theories by executing campaigns in real-time. distinctively designed to be in complete sync
with the in-class modules.
The learning system has three core pillars:
CURRICULUM

The program covers key themes in the areas of digital marketing, each of which have been carefully
encompassed in five modules spread across the duration of the program.

Module 1: Basics of Marketing & Digital Strategy

Module 2: Audience Research & Media Planning

Module 3: Paid Media & Web Analytics

Module 4: Social Media & Campaign Management

Module 5: Content Development & Analytics

TRAINING
MODULE 1 MODULE 2 MODULE 5

IN-CLASS
MODULE 3 MODULE 4
Digital Audience Search, Paid Social Measurement,
Ecosystems Research Media Media, Web Networks Monitoring &
OUTCOME OF THE PROGRAM & Strategies Planning Analytics CRM Growth Hacking

On completing the program, students will have developed a world-class “Digital Marketing Portfolio” that

CAPSTONE
documents and showcases key elements and learning outcomes of the program against a specific industry. Design Strategy Understand Set-up paid Social Media Measure, Monitor

PROJECT
& Objectives for Segments & Media & Marketing & & Modify Digital
By showcasing a student’s command on strategies, digital tools, execution and measurement techniques, the target firm Develop Media Advertising Nurture the Assets & Content
Plans Networks Lead Funnel Strategy
the Portfolio will act as a starting point for discussion with prospective employers on job opportunities in
areas like Digital Marketing, Mobile Marketing, SEO Account Management, Web Analytics, Search and Social
Media Management, Web Content Management, Digital Creative Development, Marketing Communications
Industry Interactions, Communication Skills & Personality Development, Digital Marketing Portfolio
and Strategic Marketing, among others.
CORE & VISITING FACULTY

Participants of the program are guided and stimulated by a world-class body of local and international faculty
comprising highly skilled industry experts and leaders. Their repertoire of industry experience and research
background establishes them among the leaders and opinion makers in the industry. By joining the program,
participants have the perfect opportunity to develop their knowledge in marketing strategy with the guidance
of faculty that is strongly dedicated to the creation of an intellectually stimulating classroom — where new
ideas are initiated, developed and launched.

DR. RAJA ROY CHOUDHURY

PhD (Eco), PhD(Psy) JEFF TANNER


ASHWIN SIVAKUMAR
Director – Digital Marketing Senior Digital
Co-Founder – JugularSocial
& Metrics Marketing Professional

SRIVIDYA GOPANI
PRADEEP RACHERLA
Head of Consumer Marketing
Director – Aspiron Consultants
DIRECTOR OF THE PROGRAM (India, Australia & NZ) – LinkedIn

RICHARD FLANAGAN SUBASH MADIREDDY


DR. RAJA ROY CHOUDHURY, a double PhD in Economics & Psychology has about 28 years of rich & relevant Director, MS in IT Auditing & Principal of Media Analytics
experience and proven credentials in business and technology consulting and performance management, Cyber-Security – Temple University – Facebook (London)
executive coaching and mentoring.

Raja possesses diverse experiences of consulting across several industry verticals as well as impact areas.
He has managed large engagements that involve multiple practices and technology verticals across India, AVINASH JHANGIANI SHASHIBHUSHAN UDYAVAR
Australia, South Pacific, South Africa & South Asia. He has approximately 16 years + of experience in building Chief Innovation Officer Head of Digital Marketing
and leading practices and business units and proven experience in performance management & executive – Omnicom – L’Oréal (India)
coaching & mentoring - Key verticals include IT, Office Automation, Telecom, Retail, Manufacturing, Energy
& Utilities, Banking & Insurance, Automotive, Education & Healthcare. He has worked in lead positions
with PricewaterhouseCoopers, Aptech, AToZ Retail Group, The Times Group, Xerox South Pacific and Medall ELTON DSOUZA RAJESH VARRIER
Healthcare Ltd. and is a retail thought leader offering strategic consulting support in the usage of 3D modelling Business Director & Head of Digital (West) Chief Information and Digital Officer,
tools in Retail and CPG for Dassault Systemes, France. – DDB Mudra Exec. Vice President – Birla Sun Life Insurance
ABOUT S P JAIN

S P Jain School of Global Management is a top ranked Australian business school with campuses in Dubai,
Mumbai, Singapore and Sydney. We relentlessly strive to reimagine business education and offer innovative
courses in dynamic, world-class cities. Our efforts have been recognised by highly regarded global rankings
that include:

100 Top 100 in the world: The Economist Full-Time MBA Rankings (2015)

10 Top 10 in the world: Forbes Best International 1-year MBAs (2015-16)

ADMISSION REQUIREMENTS

To apply for the Digital Marketing & Metrics program, applicants must have: 1 #1 in the UAE: Global Brands Magazine (2015)

A Bachelor’s degree
0-3 years of professional work experience
A reasonable interest to pursue a career in Digital Media and Advertising 50 Top 50 in the world: Poets & Quants Best 1-year MBAs (2015)

HOW TO APPLY 1 #1 in the UAE: Nielsen MBA Salary Audit (2014)

Fill application form (online)


Appear for our aptitude test and personal interview
20 Top 20 in the world: Forbes Best International B-Schools (2013-14)

PROGRAM FEES
100 Top 100 in the World: Financial Times Top MBA Rankings (2011 & 2012)
Total tuition fees: INR 7,45,000 (including applicable service taxes)
OUR PROGRAM PORTFOLIO

BACHELOR OF BUSINESS ADMINISTRATION


BACHELOR OF BUSINESS COMMUNICATION
BACHELOR OF ECONOMICS
FOR GRADE 12 APPLICANTS

MASTER OF GLOBAL BUSINESS


FOR APPLICANTS WITH LESS THAN 3 YEARS OF WORK EXPERIENCE

GLOBAL MBA
FOR APPLICANTS WITH MORE THAN 3 YEARS OF WORK EXPERIENCE

EXECUTIVE MBA (PART-TIME)


FOR WORKING PROFESSIONALS WITH MORE THAN 5 YEARS OF WORK EXPERIENCE

EXECUTIVE EDUCATION
SHORT-TERM COURSES FOR COMPANIES AND WORKING PROFESSIONALS

GLOBAL FAMILY MANAGED BUSINESS


FOR SCIONS OF FAMILY BUSINESSES

BIG DATA AND ANALYTICS (PART/FULL-TIME)


ADVANCED APPLIED FINANCE (FULL-TIME)
CERTIFICATE PROGRAMS FOR POSTGRADUATE STUDENTS

DOCTORATE IN BUSINESS ADMINISTRATION (PART/FULL-TIME)


APPLIED RESEARCH DOCTORATE PROGRAM
CONTACT US
MORE INFORMATION

Tel: +91 97028 96668 | Email: dmm@spjain.org

ADDRESS

S P Jain School of Global Management, Kohinoor City Mall - Gate no. 1, 1st Floor,
Opp. Don Bosco School, Kurla (West), Mumbai – 400 070

WWW.SPJAIN.ORG
S P Jain School of Global Management Pty. Ltd. CRICOS Institution Code: 03335G | Name of PEI (Private Education Institution): S P Jain School of Global Management.
CPE (Council for Private Education) Registration number of PEI: 200516544Z | Period of Registration: 09 May 2011 to 08 May 2017

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