Certificate Programme in Digital Marketing and Strategy (CPDMS) Batch 09

The Certificate Programme in Digital Marketing& Strategy is aimed at providing a comprehensive understanding of the use of digital, social media and mobile applications for marketing applications. The focus of the programme is to help the participant understand the basic concepts of marketing, understanding how these apply in the digital world, take a deep dive into all relevant applications, hands-on exposure to tools, learn how to use analytics to evaluate marketing efforts, and be proficient to strategize a digital marketing campaign on their own. Participants will not need any prerequisites to participate in the certificate programme, other than basic business acumen and an understanding of their relevant industries. Over a period of 12 months, the participants will cover a variety of topics which are systematically designed to enhance their understanding of marketing, digital and social media campaigns, application platforms, relevant tools, analytics methods, and strategy formulation which will provide the aforementioned comprehensive understanding of the discipline.

Programme Contents

TopicCourse Title

Fundamentals of Digital Marketing:

Digital Marketing Landscape

Search Engines and Display Advertising Campaigns

Strategy Formulation and Analytics.

Search Engine Optimization and Marketing (SEOSEM):

Keyword Research

Paid Search

Future of Search Marketing

Social Media Marketing:

Social Media Dynamics

Consumer Behaviour Channels

Creator Economy Influencer Marketing

Exploring Platform

Advertising and Building a Personal Brand

Content Marketing

Display Advertising, Remarketing, and Other Tools

:

Online advertising principles and fundamentals,

Types and channels of digital advertising,

Advertising through Instagram, Facebook, LinkedIn, Twitter, Analytics,

Attribution modelling, and Marketing Optimisation

Branding Integrated Marketing Communication:

Brand Equity

Sales Promotion

Public Relations

Crafting and Executing Digital Strategy:

Introduction to Digital Marketing and the Digital Marketing Landscape

Measuring and Evaluating Digital Campaigns

Crafting a Social Strategy that Works

Digital Marketing Analytics:

Customer Segmentation

Recommender Systems and Market Basket Analysis,

Social Network Analysis in Marketing

AI in Digital Marketing:

AI Learning to Marketing Execution,

Real-World Marketing Applications,

Market Landscape Introduction to AI Agents

Data visualization for decision making

Note:

Medium of instruction: English, Modules

topics are indicative only, and the suggested time and sequence may be dropped modifiedadapted to fit the participant profile programme hours.

Duration Number of Session Hours

Number of Hours:

153

Total Number of Sessions (75 Minutes each):

80

Online Sessions:

68

On-campus orientation module of 3 days duration:

12

sessions

Async Learning Hours: 34 (Tentative By Times Pro)

One or two sessions from some of the courses will become part of the on-campus orientation module. In case the on-campus module is not conducted due to Covid situation, the same will be included in the total number of sessions.

The programme duration may be slightly extended due to the issues like faculty unavailability and gazetted holidays on the session days.

How the Courses will be delivered:

Courses will be delivered through on-line mode using an appropriate technology Synchronized platform. Lectures will be delivered through broadband based technology involving two-way audio and video communication. Sessions will be held once in a week, generally on weekends. Participants can attend sessions directly from their desktoplaptop (Direct-2-device). Participants will be provided reading materials etc. for each course, as and when required. They may also interact with the concerned faculty through e-mails chat mode.

The academic sessions will start from

October 2026

. Sessions will be held on every

Saturday.

First Session: 6:00 PM to 7:15 PM (IST)

Second Session: 7:30 PM to 8:45 PM (IST)

Third Session: 7:00 PM- 8:15 PM (IST)

Some sessions will be scheduled on

Weekdays (7:00 PM- 8:15 PM)

for timely completion of the programme

The time gap between two consecutive sessions is to give the participants a break. On some days, the classes may extend beyond the mentioned time. In addition to attending interactive sessions, participants have to undertake online quizzes, assignments, and examinations

Programme Activity Timelines

Application Closure

October 2026

Estimated date for Academic Orientation

October 2026

Tentative Programme End Date

October 2027

The pedagogy will be a judicious mix of lectures, case discussions, project work, term papers, assignments, etc.