Executive Programme In Digital Marketing Strategies Awarded by Cambridge Judge Business School

Program Highlights

Global Content, Local Context

100+ learning modules from leading Cambridge faculty and industry experts
8 sector specific case studies conducted by experts from Facebook, HP, HCL, Adidas, ANZ and Landmark Group
Doubt Resolution within 24 hours through dedicated team of Teaching Assistants

Action Based Learning

Hands-on experience with 7 tools widely used by marketers
2 live simulation projects to strategize, execute and manage campaigns across digital channels
Rigorous and customized feedback on all assignments and projects

Career Assistance

Two 1-on-1 mentoring sessions with industry experts of your choice
Official alumni status from Cambridge Judge Business School(CJBS) Executive Education and UpGrad
Lifetime access to networking sessions to be held in Singapore

Program Syllabus

Program Syllabus

You will learn to:

Identify what drives consumer behavior in terms of product and brand adoption
Identify the changing consumer journey on the digital space with the help of the linear and non-linear consumer funnel
Identify key elements in the digital marketing framework; Identify different media types as part of a marketing plan
Analyze the framework and attributes of disruptive innovations in the digital age, factors that constrain incumbent response to disruptive innovations and the strategies to sustain it and develop an action plan based on this.

You will learn to:

Identify the different ways in which a brand segments the market
Evaluate different target segments in terms of their attractiveness to a business.

You will learn to:

Analyse the competitive scenario of an industry using Porter’s five forces and positioning of competition using Perceptual Maps.
Use the 4 Ps framework to optimise digital marketing strategy
Come up with convincing and impactful narratives to convey the company's brand value and value proposition to build a consumer base.

You will learn to:

Identify keywords and create strategies based on the knowledge of research capabilities of various tools. Work with a developer to optimize page structures, tags, content and other on-page elements. Supervise off-page SEO and link building. Measure the success of SEO efforts and the impact on the business, suggest optimisations based on these.
Create an SEM plan - including campaign and keyword strategy. Supervise a campaign manager to run ad groups, keywords, and bids. Leverage advanced SEM ad formats such as call outs, ad extensions, click to call etc. Make optimisation suggestions/ decisions based on campaign reports/results at mid campaign as well as end campaign stage. Drive the SEM strategy for a digital business.

You will learn to:

Decide the channels to establish a brand's presence, develop a social media strategy, set goals, allocate budget in line with business goals and set KPIs for the campaigns.
Create a content marketing strategy for a business, which also clearly articulates how it would aid the business : plan content creation and distribution across channels based on the audience and business objectives.

You will learn to:

Identify how display marketing can target customers at different stages of the funnel. Evaluate and select the kind of publishers, affiliates, revenue models and content and format which would be suitable for the brand.
Build a strategy to convert prospects into revenue generating customers using email, remarketing and lead nurturing: Build a remarketing plan for your business with defined audiences and flow. Drive email marketing strategy for a business - both B2B and B2C - across content ideation, flow, CTAs and results.
Use mobile marketing for a business - to acquire and engage users on this rapidly growing channel. Drive use video of content across channels for organic as well as paid, especially for mobile.

You will learn to:

Identify different types of digital analytics and their roles in digital marketing
Build an action plan based on CRM insights
Identify focus digital metrics for a business. Based on this, build a dashboard. Critically examine and take strategic decisions based on dashboard insights.

You will learn to:

Devise a digital marketing strategy aimed at generating branding and awareness for a business
Build an integrated digital marketing strategy focussed on customer acquisition spanning different channels and acquisition tactics.
Choose the tools best suited to help achieve marketing objectives - to acquire customers and grow the business.
Follow industry best practices to determine budget allocation and split between traditional and digital and across different digital channels.