Programme Content
Program Curriculum
Go beyond tactics with a rigorously structured learning journey that evolves from core digital frameworks to high-level growth strategy and leadership.
Module 1: Introduction to Marketing in the Digital Era
What you'll learn
How digital technologies and DTC brands have reshaped modern marketing practices
Risks and limitations of digital-first marketing innovations across industries
Why certain traditional marketing principles remain critical for long-term success
How incumbent brands must adapt marketing strategies to compete effectively
Outcome
Build strategic perspective on digital disruption while retaining core marketing fundamentals.
Module 2: Creating the Digital Product / Service
What you'll learn
How to clearly define and prioritize target audiences for digital products
Methods to understand consumers and build actionable customer personas
How modern consumers evaluate, compare, and choose products digitally
How to craft compelling value propositions aligned with customer expectations
Outcome
Design customer-focused products and value propositions aligned with real market needs.
Module 3: Sales and Distribution in the Digital Era
What you'll learn
How selling works in digital environments through structured marketing funnels
How distribution strategies have evolved with digital platforms and marketplaces
Differences between multi-channel and omni-channel distribution models
How to select the right channels based on business goals and customer behavior
Outcome
Structure scalable sales and distribution strategies across digital and physical channels.
Module 4: Digital Communication for Customer Acquisition
What you'll learn
Fundamentals of content marketing and its role in customer acquisition
Differences between paid, owned, and earned media and when to use each
Key paid media channels and their strengths, limitations, and best-use scenarios
How SEO, social media, and inbound marketing drive sustainable customer acquisition
How influencer marketing and content partnerships support brand credibility and reach
How to create performance-driven and brand-driven digital media plans
Overview of advertising formats and opportunities within OTT platforms
Outcome
Plan efficient, consistent customer acquisition strategies across platforms and media formats.
Module 5: Digital Analytics
What you'll learn
How to measure and evaluate success of digital marketing campaigns
How attribution models improve accuracy in marketing performance measurement
Key factors influencing digital marketing budgets and investment decisions
Differences between short-term performance metrics and long-term brand impact metrics
Outcome
Measure and evaluate marketing effectiveness using metrics linked to business outcomes.
Module 6: AI in Marketing
What you'll learn
How AI creates measurable value in digital marketing execution
Applications of AI in marketing communication and content validation
How AI and machine learning support smarter marketing strategy decisions
How AI enables personalization while maintaining brand consistency
Outcome
Apply AI selectively to improve marketing effectiveness and decision-making quality.
Module 7: Marketing Operations & Automation
What you'll learn
Role and importance of Customer Data Platforms in modern marketing operations
How automation improves efficiency across marketing workflows and campaigns
How MarTech enables a unified and consistent customer view
Principles for managing a flexible, composable marketing technology stack
How dashboards and data visualization support executive-level reporting
Outcome
Improve marketing execution through structured operations and integrated technology systems.
Module 8: Engaging Customers
What you'll learn
Why customer retention is as important as acquiring new customers
Digital media strategies that help reduce churn and increase engagement
How personalization and storytelling strengthen customer relationships
How brand communities and gamification drive long-term engagement
Outcome
Strengthen customer relationships and loyalty through structured digital engagement strategies.
Module 9: Capstone Project & Leadership
What you'll learn
Ethical challenges including misinformation and responsible digital marketing practices
Key trends shaping the future of marketing leadership and technology
Hands-on experience through an end-to-end digital marketing simulation
Outcome
Apply end-to-end digital marketing learning through a leadership-focused capstone project.
Disclaimer: Modules/topics are indicative only, and it may be dropped/modified by the institute for individual cohorts.
