COURSE INTRODUCTION

The course emphasizes the significance of core marketing concepts, the mar-tech landscape, and the entire customer journey from acquisition to expansion, measurement, and org structure. This course is suitable for all business function heads and business owners looking to set up the best processes within their marketing teams.

KEY FEATURES

Industry first course on Digital Marketing for leadership 

Segmented approach to customer lifecycle 

Metrics-based campaign evaluation

COURSE OBJECTIVES

After completing this course, students will have knowledge and skills to:

• Understand the customer journey as the starting point for acquisition, conversion, retention, onboarding, and expansion into a newer user base
• Target customers using advanced segments through personas and product thinking
• Understand your audience through concepts such as customer lifetime value and RFM Analysis

AUDIENCE

• Business Function Heads
• Business Owners
• Entrepreneurs
• CXOs in organizations
• Marketing Heads: VP Marketing, Director Marketing
• Anyone looking to set up digital marketing processes and teams

COURSE CONTENT

• Overview of the Digital Marketing Evolution
• Faculty Introduction
• The MarTech Landscape
• The Customer Journey
• Measuring the Digital Enterprise
• Marketing Organization Structure
• The Way Forward