Become a Digital Marketing Expert

Executive Certificate from Indian Institute of Management (IIM) - Lucknow

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About Program

A unique program designed for busy working professionals, yet with powerful program content and resources. Take the program in full or in parts, you will be the Winner. On successful completion you shall be certified by the Premier BSchool – Indian Institute of Management (IIM) – Lucknow and World Institute of innovation, Skills and Entrepreneurship (WIISE).


You can choose to take this course in at one go and you shall attain an Executive Certificate from IIM Lucknow or you can choose a flexible learning option. Check the FAQ’s for more details.

What are the Course Highlights?

  • Course Completion Certificate from IIM – Lucknow
  • 48 hours face to face lectures by IIML Faculty
  • 30 hours of real life simulation software access
  • 48 hours of Live Virtual Classes by Industry Experts
  • Class exercises and assignments after every session
  • Continuous Virtual Support by WIISE Learning Assistants
  • Weekend classes
  • Harward and IVY League Case Studies

What Will I Learn?

  • Overview of Digital Marketing
  • Online Marketing Research
  • Search Engine Marketing
  • Search Engine Optimization
  • E-Commerce Models
  • Digital Advertising
  • Web Analytics
  • Social Media Marketing
  • Social Media Analytics
  • Content Marketing
  • Online Reputation Management
  • Mobile Marketing
  • Advanced Certification in Digital Marketing
  • Marketing Strategy in Digital World

Who Should Attend?

  • Freshers
  • Any graduates: Engineering or MBA
  • Career seekers in Marketing
  • Sales and Marketing Executives / Supervisors / Managers
  • Start – ups / Entrepreneurs / Business Owners
What You Will Cover?

Overview of Digital Marketing

Digital Marketing is making use of various types of digital technologies to promote yourself or your business. There are many types of digital marketing. It is very important to understand what will and will not work in regards to your digital marketing efforts. In this module you will get a complete understanding of what Digital Marketing is all about.

Topics Covered
  • Why Digital Marketing?
  • What is the state of internet users / consumers in India?

Search Engine Marketing and Optimization

SEO isn't just about building search engine-friendly websites. It's about making your site better for people too. Get hands on experience in SEO with the help of our faculty.

Topics Covered
  • Introduction to Search Engine Operation
  • Keyword Research
  • On - Page Optimization
  • Off - Page Optimization / Link Building
  • SEO for Local Search
  • SEO Best Practices
  • Algorithm Updates
  • SEO Tracking
  • SEO Audits
  • SEO Career Path and SEO Tools

Digital Advertising

Establishing a solid foundation can allow you to quickly streamline your objectives. Establish the complete understanding of Digital Advertising with the help of this module.

Topics Covered
  • Search Advertising
  • Display advertising

E-Commerce Models

With ecommerce, you can start a website and engage in the selling of your products or services through the Internet. Several common ecommerce business models can be applied to your online business. Identify, learn and apply the best ones that could be used for your business.

Topics Covered
  • Business models that explain different e-businesses

Online Marketing Research

Survive the Competition – Find out what the competition is doing and how well they are doing it. Analyze their focus and target customers. Decide on Target Markets and learn how to do an effective Online Marketing Research.

Topics Covered
  • What is consumer research on the Internet?
  • Qualitative and quantitative methods
  • Understand the online consumer

Web Analytics

Topics Covered
  • Intro to Web Analytics
  • Data Collection
  • Key Performance Indicators and Analytics Techniques
  • Making Web Analytics Actionable
  • Experimentation and Testing
  • Multi-Channel Analytics
  • Dashboards
  • Example of analytics platforms

Social Media Marketing

Whether you are running a small, local operation or heading a global, enterprise-level effort, the statistics make it clear: Your customers are online. They are interacting in social channels with their friends, colleagues, and other brands in search of information, recommendations, and entertainment. If your company is not around to answer, a competitor will be. Learn how to retain your customers online through this module.

Topics Covered
  • Introduction to Social Media
  • Creating a Social Media Strategy
  • Understanding Paid, Earned, Owned Social Media
  • Social Sharing
  • Blogging for Business
  • Viral Marketing
  • Why e-mails marketing?
  • List building
  • Maintenance and delivery

Content Marketing

Growing demographic diversity, the adoption of interactive technologies and evolving media consumption habits have altered how consumers get information and how they perceive branded communication messages. Learn how to use this to maximize the outcome that you get from the marketing strategies that you make.

Topics Covered
  • Identifying Prospects
  • Content Marketing Strategy
  • Executing a Content Marketing Strategy
  • Influencer Marketing
  • E-Newsletters
  • Social Networks
  • Writing Messages and Creating Content
  • Getting Your Message into the Media
  • Measuring the Results of Content Marketing
  • Blog Marketing
  • Video Marketing
  • Image Marketing
  • Articles/Press Release Marketing
  • B2B Marketing

Online Reputation Management

When we want to learn more about another person, the first place we turn to is the Internet. Learn how to control what shows up when someone Googles your name.

Topics Covered
  • What is Online Reputation Management?
  • Overview of Reputation Management

Mobile Marketing

Unlike any other engagement and communication channel, mobile allows marketers to reach larger audiences in a way that is real-time and personal. Mobile marketing is much more than a trend; it is an increasingly important part of the market.

Topics Covered
  • Intro to Mobile Marketing
  • Understanding Mobile Devices
  • Core Product and Service Offerings
  • Supplemental Products and Service Options
  • Incentives and Loyalty Programs
  • Mobile Website
  • Mobile Advertising and Search
  • Mobile Marketing and Social Media
  • Location and Mobile
  • Mobile Rules and Regulations
  • Mobile Marketing Analytics and Careers in Mobile Marketing

Marketing Strategy in Digital World

Know what is happening in the market today and the best practices to design your marketing strategies.

Topics Covered

Social Media Analytics

Topics Covered
  • Onsite Web Analytics
  • Offsite web analytics


On successful completion, a participant is entitled to get two certificates. Course Completion / Participation Certificate from Indian Institute of Management and World Institute of Innovation, Skills and Entrepreneurship. For further information, please check the Frequently Asked Questions.


Pallavi Uma Maheswari

The training session is very good,specially kartik(trainer) have explained every thing in detail,Over all it is an excellent experience

Pradeep Behara

It was a very informative and energizing session. Karthik was fantastic in delivering the content and explaining even the trivial things. Kudos!


It is timely informative and prompt information in details

Rathin Banerjee

Applaud the trainer for his training style, stressing on increased trainee engagement and participation, excellent time management, amazing voice and tone modulation.

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Frequently Asked Questions

  • How is this Digital Marketing course beneficial for me in comparison to the other courses?
  • Following 4 are compelling benefits for every participant
    •IIM Lucknow is India’s Premier institute and the certificate holds tremendous value amongst the HR Managers & Companies whilst recruitment. All the participants who successfully complete the program will receive certificate from IIM Lucknow
    •Participants will get the opportunity to interact directly with the faculty from IIM – Lucknow, this will help for doubt clearing, career guidance and achieve superior networking
    •Access to exhaustive material Forever
    •One Capstone project plus 10 Case Studies plus regular practical assignments and exercises after every session. All these are extremely useful for enhancing the personal CV and impress for enhancing your career or getting into the best role
  • How much time do I have to spend for this course?
  • 48 hours (6 days) of classroom training split into 3 sessions of two days each in a span of 3 months. Along with that, you will be provided with 50 plus hours of reading material. Every participant will be expected to spend a minimum of 5 – 6 hours per week apart from the classroom sessions during the course duration.
  • Where should I attend the classes?
  • Classroom Sessions:
    The venue for the classroom session will be communicated one week before the start of the program.
    Live Virtual Classes:
    The live virtual classes will be conducted on our WIISE Online Academy. There won’t be any necessity of travel for these sessions. The WIISE Online Academy will support a direct interaction between the participants and the faculty.
  • What if I miss the live virtual class?
  • Not to worry! All the recorded sessions will be available to download. Even if you miss the class, you can view or download the recordings and see the class as per your convenience.
  • Will I be given any technical support for the Online Academy?
  • WIISE Support team will always be available for any sort of support that might be required before – during – after the course.
  • What Certification will I get?
  • All the participants who perform well in all the projects and submit all the assignments on time and maintain a minimum of 80% attendance will be provided with a Course Completion Certificate.
    All the participants who maintain a minimum of 50% attendance and partially submit the assignments will be provided with a Participation Certificate.
    In either case, you will get a dual certification from Indian Institute of Management (IIM) - Lucknow and World Institute of Innovation, Skills and Entrepreneurship (WIISE) – Hyderabad.
  • Will I get any inputs on how to get the Google Certifications?
  • Yes, you will be briefed on all the leading Digital Marketing Certification like Google Adwords and how to prepare for the same.
  • Can I take individual programs in this course?
  • Yes. The course can be taken in three individual programs. These three individual programs are
    1. SEO Specialist
    2. Mobile Marketing Specialist
    3. Social Media Specialist
    However, you will receive only individual program certification in this case. The Executive Certificate in Digital Marketing can be achieved if the complete course is taken at a single go.
  • How will the projects in this course help me?
  • Our program has one capstone project. This will be initiated at the beginning of the program. You have an opportunity to gain experiential learning. As you learn new concepts in every class, you apply them in the capstone project and the other assignments. This will give an opportunity to work on real-time details and builds on ones experiences. Doing the capstone project successfully will tremendously enhance your personal CV profile.
    In addition, there will be 10 case studies that will be dealt during the program.
  • What kind of Career Support can I expect from this course?
  • We will refer you to all the top notch companies. We will support you in developing your resume and preparing for the interviews. However, we do not give any guarantee on placements or calls from the companies. We will keep updating / highlighting your profile to all the top-notch companies and they will revert back to you as and when there is a requirement.

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