Executive Program in Digital Marketing


International Management Institute (IMI), New Delhi was established in 1981 in collaboration with IMI Geneva (now IMD, Lausanne). IMI is India’s first corporate sponsored Business School with sponsorship from corporate houses like RPG Enterprises, Nestle, ITC, SAIL, Tata Chemicals, BOC and Williamson Magor etc. Over a period of time in the last 33 years the Institute has acquired a truly global status.Registration of Society under Registration of Societies Act XXI, 1860 No. 120/8 of 1981.

IMI follows international standard curricula in its programs, which has been enriched by its academic collaborations with International Institute for Management Development (IMD), Lausanne (erstwhile International Management Institute, Geneva); Faculty of Management, McGill University, Montreal, and Manchester Business School, U.K, which prepares participants to successfully manage and lead in an increasingly global business environment. IMI’s educational programs have been recognized by All India Council for Technical Education (AICTE) and Ministry of Human Resource Development, Govt. of India.

Programme Description & Objectives

Digital marketing is an exciting area of marketing practice. In this course, specific topics on Digital Marketing will be covered. First, establish habits for keeping up to date on emerging digital technologies relevant to business and to marketing. Second, rise to the challenge of developing strategy to guide tactics. Third, identify data sources that allow you to define and track performance indicators for your digital marketing activities. The course is designed to get you to think like a digital marketing professional, and to give you experience with industry-relevant hands-on assignments and exercises.

By the end of this course, students will have had the opportunity to:

  • learn the basics of digital marketing and the importance of the offer, list and creative in response rates
  • develop a comprehensive digital marketing strategy
  • learn through doing how to use new media such as mobile, search and social networking; learn the measurement techniques used in evaluating digital marketing efforts
  • learn the importance of on-going reading and following of industry publications given the dynamic and rapidly changing digital landscape understand and know the ethical and legislation impacting digital marketing

Who should attend / Target Segment

  • The program is specially designed for professionals who either targeting to Digital Market or are planning to reach out to marketing Industry.
  • The program would also be useful for the professionals who are in the key decision making roles.
  • understand and know the ethical and legislation impacting digital marketing


Each course will be taught with the help of case studies, live corporate examples and general discussions. In order to provide greater industry insights, business leaders from different industries may be invited to share their experiences. There would be a pre-work and post work component in each module.


  • Applicants should be working professionals/self-employed (need to produce supporting proof), with minimum one year of experience
  • Graduates (10+2+3) in any discipline with min. 50% marks [aggregate - considering results of all years (e.g. 3 or 4 together)] recognized by UGC/AICTE.

Programme Delivery

The sessions will be delivered on Tech Mahindra interactive learning platform.


Course Schedule Timelines
Class Frequency: Once a week and 2.5 hours session
Day: Thursday
Time: 7.00PM to 9.30 PM
Duration: 6 Months
1st Installment: 10th January ’16
2nd Installment: 10th April ’16


Program fee: INR 45,000/- * + Applicable Tax
Fee Breakup  
Admission fee ( along with registration form): INR 10,000/-* @Time of registration
1st Installment: INR 20,000/-*   10th January ’16
2nd Installment: INR 15,000/-*   10th April ’16
Total: INR 45,000/-* + Applicable Tax
*All Fees is exclusive of Service Tax as applicable.
* Fee is non-refundable once the 1st installment is paid.
* Any request for refund of registration fees on account of valid reason prior to the closure of registrations or 10 working days before the date of course commencement whichever is earlier, the amount paid shall be refunded with a deduction of 5,000/- + applicable taxes.
* In all other cases, no refund shall be made.

Programme Contents

  • Introduction to course objectives
  • E-Marketing
  • The Online Marketing Mix
  • The Online Consumer
  • Customer Relationship Management in a Web 2.0 World
  • Social Media
  • Online Branding
  • Traffic Building
  • Web Business Models
  • E-commerce
  • Engagement Marketing through Content Management
  • Online Campaign Management
  • Consumer Segmentation, Targeting, and Positioning Using Online Tools
  • Market Influence Analytics in a Digital Ecosystem
  • Online Communities and Co-creation
  • The World of Facebook
  • The Future of Marketing-Gamification and Apps
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