Discover a diverse range of Martech courses for your professional growth and success.
Digital Marketing is the principles of marketing applied in a digital context, defined by websites in world wide web, e-mail, SEO (search engine optimization), PPC (Pay-per-click) advertising, social media and mobile channels. The principles of marketing defined by STP (segmentation, targeting and positioning), 4Ps (Product, Price, Promotion, Place), brand management, customer acquisition and customer loyalty are reinforced in this context.
Social Media Marketing is one type of digital marketing done on social media platforms, i.e., Facebook, Instagram, YouTube, LinkedIn. This course will strengthen the basics for students of marketing on formulating social media marketing strategy, detail a social media plan, apply various tools to execute the plan and measure the effectiveness of plan on social media platforms. The course will be run on a hands-on mode in which students will practice the skills learned in the classroom on the platforms.
Digital strategy in the marketing context focuses on using digital assets of an organization (websites, online sales partners, videos, blogs, social media handles) to improve business performance, by either increasing revenue or decreasing costs. This course will focus on increasing revenue, if that means the organization needs to create new assets, use existing assets differently or develop a new process to leverage partner assets. With a brief introduction to the difference between performance marketing and content marketing in digital strategy, the course deep dives into content marketing for an organization.
Currently with a majority of businesses using websites to create brand imagery in the minds of their target audience, they are considered by customers to be reliable sources of information about the product and the brand. They not only use rich text but include images, videos and blogposts to increase audience traffic. In this course, students will learn how the web development process works, from planning through to design and launch. Further once the website is launched, how do search engines discover them and what website development team can do differently to make their website SEO ready.
User Experience of digital products is the new battleground for organisations. Those who can design immersive user experience in their websites, applications or other user touch points are more able to make their products stand out in the marketplace. The core of the course revolves around user interface design for functionality keeping in mind brand tonality and engaging content blueprint.
This is a hands-on course that aims to expose students to a complete working prototype of an e-commerce site using the Shopify platform. The course starts with an e-commerce website case study to expose students to the marketing & supply chain dimensions of e-commerce. The students then develop a business plan and implement the plan using Shopify along with elements like payment integration, advertising and user feedback.
Marketing analytics is an essential field for any organization that seeks to optimize their marketing strategies and maximize their return on investment. This course will introduce students to the fundamentals of marketing analytics, including data collection, analysis, and interpretation, as well as the tools and techniques used to measure the effectiveness of marketing campaigns. It equips students to use data to more effectively do the following:
With the latest technologies also impacting the world of marketing staying up to date with the latest technologies is essential for success. This course will introduce the student to emerging technologies that are transforming the marketing function like artificial intelligence (AI), machine learning, virtual and augmented reality, and blockchain. Throughout the course, students will learn how these technologies can be used to enhance marketing strategies, improve customer experiences, and drive business growth.
| S.No. | Course Type | Course Name | Course Snapshot |
|---|---|---|---|
| 1 | Elective | Consumer Behaviour | Developing good sensitivity about the customers; Understanding the importance of customer centricity for the business. |
| 2 | Elective | Brand Management & Marcom | Integrate key principles and frameworks of branding; Apply models of Brand Visioning and Architecture; Develop effective Brand Strategies and assess Brand Health; Apply branding for Industry 4.0 |
| 3 | Elective | B2B Marketing | Understanding, designing, constructing and analysing a typical B2B sales cycle for key vertical industries like IT, Financial Services, Industrial Products and hospitality; Evaluation of B2B and strategic selling; Introduction to concepts like Miller-Heisman, SPIN,Holden and Challenger with respect to the sales cycle. |
| 4 | Elective | Marketing Research | Differentiate management decision problems and marketing research problems; Create a research design; Tools & techniques for gathering data; Understanding appropriate statistical test for testing hypothesis; Generate solutions to marketing research problems. |
| 5 | Elective | Customer Relationship Management | Importance of acquiring customers and retaining them for a lifetime; Construct an effective CRM program; Understanding CRM strategies and marketing tools; Identifying strategic capabilities through application of conceptual knowledge with applied orientation in both local and global context. |
| 6 | Elective | Sales and Distribution Management | Application of the basic principles of sales; Designing sales territory and resource allocation plan; Evaluating CPS for effective sales strategy; Generating sales process plan; Generating sales team and human resource management plan in its entirety with particular focus on contingent pay. Designing and managing channels. |
| S.No. | Name of Core Course | Course Snapshot |
|---|---|---|
| 1 | Marketing Management | The objectives of this course are to demonstrate the role of marketing in the company, and to show how effective marketing builds on a thorough understanding of buyer behaviour to create value for customers. This is an introductory course for management professionals to explore relationship of marketing with other functions. Students learn how to make marketing decisions in the context of general management; to control the elements of the marketing mix—product policy, channels of distribution, communication, and pricing—to satisfy customer needs profitably; to understand the analysis underlying the marketing strategy formulation; to identify consumer needs, design value propositions and deliver value to create customer relationships; to understand differences in consumers, consumer behaviour, to comprehend ways and means to develop and manage brand equity over time; to understand the development of product strategy, pricing strategy and communication strategy; to understand the development of an effective sales and channel plan; and to analyse the challenges in entering a new market and developing a marketing program for it. |
| 2 | Service Operations Management | This is an introductory course that exposes management graduates to the ‘World of Services’. Participants learn about the service industry and its various functions. Participants learn about different tools and techniques which were once applied solely to manufacturing, but which are now used extensively in services industries. Participants learn about the nature of services and aligning service strategy to competitiveness. They learn to manage demand and capacity in service organizations; to design Service processes, process selection, and service facility layout; to measure service quality – SERVQUAL model; to manage queueing and waiting line problems in service organizations; to manage inventory in services set-up, and to understand ‘Project Management’ in service organizations. |
JAGSoM is amongst the select few Business Schools in India with an International Profile: AACSB Accredited & QS Ranked for Marketing, Finance and Analytics programs.
