The programme would focus on providing in-depth and hands-on knowledge on digital and social media marketing and analytics strategy that would help in planning, implementing and measuring the digital and social media marketing activities to create awareness, and ultimately drive sales..
This program delivers comprehensive, practical insights into digital and social media marketing. Learn to strategize, execute, and assess digital campaigns effectively to enhance brand visibility and boost sales.
This program is meticulously crafted for marketers aiming to master digital and social media marketing strategies or expand their expertise in this field. Offered as a six-month certificate program by IIM Calcutta, it starts with enhancing general management skills before advancing into both foundational and sophisticated aspects of marketing across digital and social media platforms. Participants will be immersed in the latest trends, best practices, and technologies for impactful digital and social media marketing. The curriculum is anchored on the three fundamental pillars: traditional marketing analytics, search marketing, and social media listening and analytics, emphasizing the integration of practical experience, digital simulations, and classroom learning to ensure a comprehensive understanding of marketing strategy and digital strategy.
This programme will be of interest to an executive or a manager from marketing, product / brand, and sales functions or a marketing analyst or business owner, who is planning to implement digital and social media marketing strategy to create brand awareness, enhance brand recall, generate leads and enhance customer experience. Managers from other functional areas or a non-marketing background with a supporting role for organization’s marketing activities would also find the programme relevant.
01 Top Ranked Management Institute
02 High Impact Learning
- 75 Hours of Live Sessions from IIM Calcutta Faculty
- 3 Days Campus Immersion at IIM Calcutta
03 Relevant and Up-To-Date Content
- Sessions on Leveraging Gen AI
- Relevant Case Studies and Examples from UAE
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Customer Centricity and Data-Driven Digital Strategy
This module lays the foundation for AI-empowered marketing by combining customer insight with digital strategy. Participants explore the end-to-end process of designing customer-centric campaigns and applying predictive and prescriptive analytics for measurable impact.Topics
- Customer Centricity in the Digital Age
- Crafting Effective Digital Strategy
- Google Paid Search Marketing
- Campaign Optimization: Data and Design
- Predictive and Prescriptive Analytics
- Introduction to Machine Learning Applications
- No-Code ML with Orange
Tools
Orange, Semrush, Similarweb, SpyfuLearn More
Generative AI and Intelligent Brand Building
This module introduces participants to the fundamentals of generative AI and its transformative potential in marketing strategy and automation. From creating custom GPTs to implementing AI in branding and social media, participants learn how to build intelligent marketing processes.Topics
- Fundamentals of Generative AI
- Creating Custom GPTs and AI Personas
- Identifying Bottlenecks and Designing AI Automation Flows
- Branding and Social Media Strategy
- Case Study: Lulu Group’s AI-Driven Marketing Strategy
Tools
Custom GPTs, ChatGPT Actions, Gemini Gems & Notebook LM, Claude Skills, Claude ArtifactsLearn More
Building AI-Powered Digital Marketing Applications
Participants will move from concept to execution — ideating, developing, and deploying marketing tools using AI. This module integrates hands-on practice with Google’s marketing ecosystem and explores regional trends shaping digital marketing in the MENA region.Topics
- Advanced Social Media Marketing Strategy
- AI in Application Development for Marketing
- Rapid Ideation and Deployment with AI
- Google Ecosystem: Ads, Analytics 4, Merchant Center, Tag Manager
- Current Digital Marketing Trends in the MENA Region
Tools
Base 44, Loveable, Replit, Google Ads, Google Analytics 4, Google Merchant Center, Google Tag ManagerLearn More
Marketing Automation, Content Creation, and Platform Synergy
This hands-on module brings together the most advanced automation and generative tools. Participants learn to design intelligent workflows across platforms and use AI to enhance content creation, advertising efficiency, and cross-platform strategy.Topics
- Marketing Automation using OpenAI Agent Builder, n8n, and Zapier
- Meta Platform Optimization Strategies
- LinkedIn and YouTube Marketing with Generative AI
- Image & Video Generation using AI
- Combining Platforms for Maximum ROI
Tools
OpenAI Agent Builder, n8n, Zapier, Meta Business Suite, LinkedIn, YouTube, Nano Banana, Canva, Sora, Veo, Invideo, Kling AILearn More
Enterprise AI Deployment and Model Integration
This module transitions participants from user-level AI to builder-level mastery. Focusing on enterprise AI services, participants learn to deploy models, create APIs, and integrate multiple AI services to power scalable digital marketing solutions.Topics
- Microsoft Azure AI Services Overview
- Setup and Common AI Service Deployments
- Deploying AI Models for API Access
- Working with OpenAI API
- Building Standalone AI Applications
- Creating Multi-Service AI Workflows
- Open Source Models vs. Platform APIs: Comparative Infrastructure
Tools
Microsoft Azure AI Studio, OpenAI API, LangChain, Hugging Face, FastAPI, DockerLearn More
Strategic Integration and Scaling AI in Marketing
(On-campus at IIM Calcutta – 15 hours)The final module integrates all concepts to help participants design scalable AI marketing strategies. Using real-world business cases, participants explore pricing, content, and consumer education while formulating enterprise-level AI roadmaps.
Topics
- Pricing in the Digital World
- Educating Consumers with AI-Enhanced Content
- Enterprise AI Strategy
- Viral and Influencer Marketing
- Content Strategy for Digital Scale
- Scaling in Search and Social Media
- Integrating All Elements: The Capstone Strategy
- India’s Premiere B- School (ranked No. 1 by Business Week in 2023)
- Certification from IIM Calcutta
- 3-day Immersion at IIM Calcutta Campus
- Hands- on Learning through Group Discussions, Assignments, Simulations & Case Studies
- Networking Opportunities with Like-Minded Professionals, Industry Leaders & Alumni to Expand Your Professional Network
- Dedicated Classes on Leveraging Gen AI (ChatGPT, InVideo, Canva Magic Studio, Writesonic, Jasper AI)
India's 1st IIM
Prof. Saravana Jaikumar
Programme Director & Faculty
Laxminarayanan G
Faculty
Vineeth Vipin
Industry Expert
Hina Bakht
Industry Expert
Dr. Jitesh Kumar
Industry Expert
Understand digital consumer behaviour and communication channels
Develop and execute high-impact integrated digital marketing strategies
Strategically Enhance Digital Expansion and Craft Successful Digital Marketing Campaigns
Define, measure and tailor value propositions for social media audiences
Effectively Utilize Cutting-Edge Technologies to Attain Organizational Success.
Learn Online
60%
Happy Studens
90%
As an aspiring digital marketer, I was drawn to IIM Calcutta's program due to its faculty expertise. Prof. Saravana and Laxminarayanan G's insights and mentorship were invaluable, and the program's curriculum was a perfect blend of theory and practical knowledge
“
Chetan Karnik
Proposition Manager - Assets, Abu Dhabi Islamic Bank
Its been a great opportunity that I have got to understand the digital marketing concepts clearly which is very much important in this digital era and helped me to increase the knowledge of algorithms that come back of several ad campaign.
“
Nasif Mohammed
AVP - Academics & Business Strategy eSquare Academia
The program at IIM Calcutta in Dubai has been a transformative journey. It’s not just about digital marketing; it’s about strategic thinking and problem-solving. I now feel more confident in my role.
“
John Verma
Business Manager, Pristine Oceanus General Trading
This program not only enriched my knowledge but also provided me with a strong network of like-minded professionals. The insights gained here have had a direct impact on my career growth.
“
Sreekumar S
Head of Sales - Print/TV/Radio/Digital Mathrubhumi Media Group
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