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Digital marketing expenditure will make up 46% of the total global ad spend in 2021 (WebStrategies Inc, 2020). With such a promising career outlook, learn how to develop integrated digital marketing strategies in line with bottom-line business goals. Win the battle for attention and retention of your customers, and secure a verifiable proof of your in-demand digital marketing skillset with an official certificate from ISB, ranked 23rd globally by The Financial Times in 2021.

The Digital Marketing and Analytics programme from ISB will enable you to understand the digital customer behaviour, build digital marketing strategies, and identify in-demand metrics to effectively measure and optimise ROI. The digital marketing career scope in India will be worth US$160 billion by 2025, making it three times the current value (Goldman Sachs, 2020). Prepare for a rewarding career in digital marketing and analytics with digital marketing skills and strategies that are robust and reliable even in our current ever-evolving economy.

Who is this Programme for?

With a keen focus on analytics-based digital marketing, this high-impact programme will make you adept at effectively improving the ROI for campaigns, if you are:

Early-stage marketing and sales professional looking to upgrade your skills in digital marketing for high-growth career prospects

Mid-to senior managers interested in learning integrated digital marketing strategies and best practices to boost reach, conversions and ROI

Consultants who want to understand in-demand digital marketing tools and platforms to develop competitive strategies for their clients

Entrepreneurs and business owners seeking to understand how digital marketing strategies can improve marketing outcomes and lead to business expansion


Programme Highlights

Why ISB's Digital Marketing and Analytics?

Learn how to align digital marketing

strategies with business goals to

enhance ROI

Explore how digital channels can be

leveraged to optimise marketing

Gain actionable insights from industry-oriented

curriculum and real-world case


Learn via recorded videos from top ISB

faculty, and live online sessions with Eruditus Programme


Apply the principles of online advertising through a real-world

scenario in a simulated environment


Recorded Videos from top ISB faculty

Discussion Boards



Assignments and Quizzes

Live Online Sessions with


Eruditus Programme Leaders

Case Studies




Note: The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.


Programme Faculty

Prof. Siddharth S. Singh

Associate Professor, Marketing

Prof. Singh heads The Media Hub, ISB’s initiative for excellence in media research. He was also the first director of the Fellow Programme in Management, ISB’s doctoral programme. He has a PhD (Marketing) from the J. L. Kellogg School of Management, Northwestern University, and an MBA (Marketing and Finance) from the University of Illinois at Urbana-Champaign. His research interests focus on exploring a firm’s ability to achieve sustainable competitive advantage. He has co-authored three textbooks with Prof. Noel Capon for MBA students and business executives.

Prof. Madhu Vishwanathan

Research Director - IIDS, Marketing

Prof. Vishwanathan has a PhD from the University of Minnesota, Twin Cities and his undergraduate from BITS, Pilani. His research work focuses on the role of distribution channels, B2B relationships, salesforce compensation and its impact on marketing mix elements like prices and assortments. His work has been published in the Journal of Marketing Research, and he has consulted and worked with companies spanning a wide range of industries, including retail, insurance and healthcare.

Prof. Kiran Pedada

Assistant Professor, Marketing

Prof. Pedada has a PhD in Business Administration (Marketing) from the Rawls College of Business at Texas Tech University. He focuses on two streams of research with the former exploring interfirm relationships, and the latter focuses on growth and marketing transformation for digital environments. His research is published in notable peer-reviewed journals such as the Journal of the Academy of Marketing Science. His doctoral dissertation on international marketing alliance dissolutions in emerging markets won the 2019 AMS Mary Kay Inc. Doctoral Dissertation Award. BusinessBecause named him one of the MBA Professors to Look Out For in 2020.


Programme Modules

India is set to reach one billion internet users by 2025 (Analytics Insight, 2020), and the digital marketing landscape will become more competitive than ever in 2021. Learn in-demand best practices in digital marketing and analytics from a holistic curriculum through practical exercises, recorded lectures, debrief sessions with Eruditus Programme Leaders, and real-world case study discussions. Get an end-to-end perspective of the digital marketing ecosystem to plan revenue-generating strategies, and use analytics to improve conversions and the digital marketing ROI, while developing your ability to:

Reach a wider target audience

through digital marketing


Keep customers engaged

through effective engagement


Measure the success of campaigns by

choosing the right metrics

Gain insights from analysing qualitative and quantitative data across the

online customer


Optimise current digital

marketing strategies to

provide an effective online


Hands-on Learning With Stukent Mimic Pro

Advance your skills with an in-demand digital marketing simulation platform with real-world scenarios to:

Develop targeted content strategies Create and manage simulated campaigns Monitor and optimise key performance metrics Effectively manage campaign budgets


What are the data requirements for different

platforms? How do you integrate offline with online?

Optimising Campaigns using Data Analytics Data strategies for marketing

Module 8: Digital Strategy and Analytics

Identifying and profiling competitors based on different attributes

Content production and distribution through earned, owned, and paid media

Launching an effective digital marketing campaign and post-campaign analysis

Examples of successful strategy planning and execution from India and global markets

Module 9: Digital Marketing: Strategy, Planning and Execution

New technologies and marketing transformations in digital environments

IoT and Robotics

The impact of artificial intelligence on the future of marketing and consumer behavior

Module 10: Emerging Technologies for Digital Marketing

Digital Marketing and traditional marketing relationship and its benefits over traditional marketing

The positioning challenge and marketing crisis How the 4Ps of marketing are transformed in the digital space

Utilising digital opportunities to create value.

The "long-tail" effect

Module 1: Marketing in the Digital World

How customer behavior is different in the digital domains?

The role of peer influence in the purchase process

What are customer networks and their use in digital marketing

Module 2: Customer in the Digital World

What are customer personas and how are they used in digital marketing segmentation

Digital Marketing Funnel: What is it and how is it used?

Customer journey

Module 3: Customer Journey

Exploring the P-O-E-M (paid, owned, earned media) framework to reach and engage customers

How do you integrate offline with online channels and its impact on customer engagement

Module 4: Reaching and Engaging the Customer

Outlining a planning framework for paid ad campaigns

Highlight examples to reveal key insights and ideas in PPC

Describing the ecosystem for Google Ad campaigns

Outline managerial decisions that need to be made in each and factors that need to be considered while making them

Module 5: Making Digital Work:

Strategies for Paid Ad Campaigns

Email and social media marketing strategies and their execution in Digital Marketing

Build an engaging social media marketing strategy leveraging social listening

Analyse digital marketing strategies of a few brands

Module 6: Email, Display and Social Media Advertising

Key KPIs, branding or financial and understanding the challenges of measuring marketing ROI within organisations

Overview of techniques related to A/B testing and split testing and how it can be applied in social media

Understanding the trade-offs between a short-term and long term focus. How to incorporate CLV measures in ROI analysis?

Module 7: Strategies and Evaluation:

Metrics, and ROI


Key Programme Takeaways

Increase ROI, customer lifetime value and firm profitability aligned with business goals

Plan and implement search engine and social media campaigns in simulated environments

Leverage insights from the digital marketing funnel to reach customers and enhance engagement

Maximise reach, engagement and conversions with optimised paid campaigns

Measure, analyse and optimise campaigns using in-demand metrics and best practices

Build frameworks for the successful planning and execution of campaign strategies

Eruditus Career Services

- This service is available only for Indian residents enrolled into select Eruditus programmes.

- ISB or Eruditus do NOT promise or guarantee a job or progression in your current job. Career Services is only offered as a service that empowers you to manage your career proactively. The Career Services mentioned here are offered by Eruditus. ISB is NOT involved in any way and makes no commitments regarding the Career Services mentioned here.

Building an Impressive Resume (Group Session)

Building an Impressive LinkedIn

Profile (Group Session) Job Placement Assistance

Interview Preparation (Group Session)


Three 90-minute workshops from career management industry experts

Job placement assistance from partner companies are published, applied to, and tracked to success via an online platform (offered in partnership with Superset)

Eruditus alumni work at Microsoft, ICICI Bank, Infosys, HDFC, AirBnB, TCS, Ola, Flipkart, JSW, Wipro, Honeywell, JP Morgan, Reliance Jio, Mahindra, Gartner, Accenture, Cognizant, amongst others


Past Participant Profiles

Work Experience

Top Functions

Top Industries

0-5 Years 6-10 Years 10-15 Years 16-20 Years

29% 25% 26% 20%



Banking and Finance 8%



Consulting7% 16%

IT Services 51%




3%Operations 9%

General Management

Marketing66%/ Sales

*Others include Energy, Healthcare, Infrastructure, Manufacturing, Retail and Telecommunications among others.

*Others include Engineering, Finance/ Accounting, and Information Technology among others.


Upon successfully completing the programme with a minimum 70% score, you will be awarded a certificate in Digital Marketing and Analytics from ISB.


Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of ISB.

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Expand your professional network with around 40,000 strong alumni of the ISB Executive Education Alumni Network*

Gain exclusive access to premium ISB learning events, speaker series, conferences, and learning sessions

ISB Executive Education Alumni Benefits

*This excludes ISB Post Graduate and AMP alumni networks.


The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world and you will learn how to use the learning management system and other learning tools provided.

Orientation Week

On other weeks, you have learning goals set for the week. The goals would include watching the video lectures and completing the assignments.

All assignments need to be submitted within one week.

Weekly Goals

The Eruditus Programme Leaders will be available for live online sessions every week to help you clarify your doubts pertaining to the programme content.

Debrief Sessions

The Eruditus Programme Support team will follow up over emails and phone calls with learners who are unable to submit their assignments on time.

Timely Follow up and Learning Support

Learn online via recorded videos from top ISB faculty in a high-impact three-month journey with a learning commitment of 4-6 hours/ week.

Flexible and Convenient Online Learning

Learning Journey


Programme Details

DURATION 3 Months 4-6 hours/ week


Any Graduate/

Diploma holder

Instalment Schedule

Programme Fee INR 1,00,000 + GST

Remarks Fee

Within 7 days from the date of selection INR 24,000 + GST

December 17, 2021 INR 38,000 + GST

Note: GST (currently @ 18%) will be charged extra on these components.

Instalment 1 Instalment 2

January 14, 2022 INR 38,000 + GST

Instalment 3

Programme Details

The world is being reshaped by the convergence of social, mobile, cloud, big data, community and other powerful forces. The combination of these technologies unlocks an incredible opportunity to connect everything together in a new way and is dramatically transforming the way we live and work.

- Marc Benioff, Chairman and CEO, Salesforce


The Indian School of Business (ISB) evolved from the need for a world-class business school in Asia. The ISB is committed to creating business leaders through its innovative programmes, outstanding faculty and thought leadership. It has gained the unique distinction of receiving accreditation from the Association of MBAs (AMBA), making it the 100th School in the world to achieve the ‘triple crown’ of accreditations from AMBA, EFMD Quality Improvement System (EQUIS), and the Association to Advance Collegiate Schools of Business (AACSB). Accreditation from AMBA represents the highest standard of achievement in post-graduate business education. Its rigorous assessment criteria ensures that only the highest-calibre programmes which demonstrate the best standards in teaching, curriculum, and student interaction achieve Association of MBAs accreditation.



Eruditus Executive Education offers customised and open programmes in India, Singapore, Dubai and other global locations in collaboration with MIT Sloan, Columbia Business School, INSEAD, Harvard Business School (HBS), Kellogg Executive Education, Berkeley Executive Education, Wharton Executive Education, IIM Lucknow Executive Education, IIM Calcutta Executive Education and Emeritus. Our world-class executive education programmes, supported by eminent programme experts, provide an immersive learning experience integrated with actionable insights and practical business applications. The meticulously curated programmes are delivered in a different range of formats; in-class, online, as well as blended programmes. Our extensive portfolio also includes short 2-4 day in-class workshops, online courses of 2-3 months duration as well as comprehensive learning journeys that run over 6-9 months, customised to an organisation’s requirement.

The Indian School of Business (ISB)


For registration and any other information,

please get in touch with us at Apply for the programme here


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WhatsApp an Advisor on +91 7208889990*

*This number does not accept any calls. Please message your queries.





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