AI-Enabled Digital Marketing & MarTech

Management

About Programme

Founded in 1847, IIT Roorkee is one of India’s oldest and most prestigious institutions, with a legacy of academic leadership and technological innovation. As a pioneer in interdisciplinary education, IIT Roorkee has been at the forefront of engineering, data science, AI, and management education.

Its executive education programs are designed to equip working professionals with industry-aligned, future-forward skill sets, combining academic rigor with hands-on learning and strategic thinking.

Programme Content

in Just 6 Months

How You Go From Learning to Orchestrating

Module 1: The Marketing Fundamentals for AI Age

Revisiting Marketing Mix: Digital Perspective with Case Study

Understanding AI - Gen AI and Agentic AI; Assistive, Augmented and Autonomous Marketing

Decoding the Martech Stack and Ecosystem

Website UX Principles + Tools - Designing Landing Pages that Convert

Module 2: AI-Driven Customer Understanding & Journey Mapping

Omnichannel customer Journey

Understanding Customer Data Platforms (CDPs) and CRMs

From Segmentation to Hyper Personalization; Marketing funnel vs flywheel in AI first organizations

Personas in digital marketing, Developing, using, and refining personas, The persona and user journeys (Introduction to - HubSpot MakeMyPersona, Xtensio)

Consumer Journey Mapping - Concept and Frameworks (Exploring - Lucidchart, Venngage, Miro)

Module 3: AI-Powered Content Marketing

Content Marketing Ecosystem, Content Marketing Strategy

GenAI Tools for copywriting (blogs, ads, social media) Keyword Planner, Answerthepublic, UberSuggest, Googgle Trends, Alsoasked, Explodingtopics(Semrush), Rytr.ai, Copy.ai, Quillbot, Duplichecker)

Module 4: AI-Driven Social Media Marketing & Community Building

Social Media Marketing Theory + Engagement Models (Exploring - keyword planner, rytr, Google Gemini, invideo)

Digital Marketing Metrics that matter: Setup Meta (Facebook & Instagram Ads) Awareness ( Campaign Accounts setup - Meta Ads Manager)

Module 5: AI-Driven Social Media Marketing & Community Building

Understanding Audience: Setup a Lead Generation Campaign

Introduction to Conversion Setup: Campaign Optimization Strategy using real case studies

Setup an Ecommerce Campaign: Creating Campaign Strategy

How to write a good ad copy: Ad Copy Framework, Understanding Audience Framework, Write Ad copy using AI tools, Design Images Using Canva & AI Tools

Module 6: Email Marketing

Email Marketing Strategy - Mailchimp campaign walk through

Module 7: Martech Tools & Platforms

Data and Visualization for Martech and Reviewing the entire enterprise Martech Stack

Module 8: Martech Tools & Platforms

Introduction and Basics of SEO, Keyword Research, Concept of Search Intent

Technical SEO, On-Page SEO, Content Optimization, How to find new topics

Use of backlinks (Off Page SEO), Important Metrics for SEO (Demonstration of - ScreamingFrog)

Module 9: Advanced Setup for Search Engine Optimization

Setup your first Google Search Campaign, Writing Ads using AI

Advanced Setup: Understaning right bidding, Quality Score, Competition Analysis, Reporting,Campaign Optimization

Demonstration of - Google Search Console, Google Ads and Custom GPTs

Module 10: Ethics, Bias & Regulation in AI Marketing

Explainability, Bias, and Algorithmic Fairness in AI; -Responsible AI guidelines

Privacy-first marketing: GDPR, CPRA, India DPDP Bill considerations

Module 11: AI-enabled DM Strategy and Planning

Digital communication strategy, Branding for digital communications

Personal Branding in Digital World, Getting ready for a Digital Marketing Role

Module 12: AI for ROI Measurement, MMM, & Attribution

Case Studies AI for Marketing Mix Modeling (MMM) & Budget Optimization

Marketing KPIs and RoI: Causal inference in marketing: measuring true lift; Predictive ROI modeling with AI

Programme Audience

Educational Qualification

Graduate from a recognized university (Minimum 50%)

Work Experience

1+ year of relevant experience preferred

Freshers

Exceptional freshers may be considered based on qualifying test

Prior Knowledge

Basic familiarity with marketing or digital tools recommended

Aspiring Digital Marketers

Looking to break into AI-native roles

Traditional Marketers

Ready to modernize their stack and stay relevant

Product & Growth Managers

Focused on building lean, full-funnel systems

Startup Founders

Driving outcomes through automation and experimentation

Programme Benefits

End-to-End Marketing Orchestration

Master 20+ GenAI and Agentic Tools

AI-Powered Personalization Across Funnels

No-Code Stack Integration for Real Campaigns

Live AI Clinic Workshops Beyond Curriculum

Testimonials

"Learning this as an additional skill ., a skill that can help in bringing a positive impact in the context of health promotion and communication through the use of any kind of digital platform with integration of AI but making sure theres a human control . Faculties teach really well , course is well managed and include all the concepts of marketing covering all the basic concepts to the technical one . My further expectation from the course is more focus on various digital marketing tools and enhancing hands-on skills."

Anonymous

"I am currently learning Digital Marketing through Futurense, in association with IIT ROORKEE, and the experience has been excellent so far. The program is very well organized, with a clear structure that makes learning smooth and focused. The study materials are high quality and easy to understand, even for complex topics. The sessions are led by eminent and knowledgeable professors who explain concepts with great clarity. Faculty members use class time very efficiently, ensuring every minute adds value. Each topic is taught with practical insights, helping me relate it to real-world digital marketing scenarios. I have completed around 16 classes, and I already feel much more confident about the field. The course has given me a clear understanding of the digital marketing sector, which I am currently practicing. Overall, Futurense has provided a professional and enriching learning experience that I would highly recommend."

Anonymous

Testimonial Source

Other programs in this subject area you might find useful

Same topic, Similar duration - Broader exploration across all institutes

Contact us for the further details

Speak with an Advisor

Pedagogy (case method, experiential learning, coaching, simulations)
Programme Objective
Contact Person Details
Brochure

Prashansa Uttam

Programme Advisor

+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

IIM Bangalore

Executive Education Office

Tell us about your program enquiry

Fill out the form below and our team will get back to you within 24 hours.