PGCM IN

DIGITAL MARKETING
& STRATEGY
Approved by AICTE*
The digital technology and internet has emerged as a platform to facilitate global businesses and
communication. Virtually, every organisation today is using some or the other digital/online marketing tools.
Leveraging the digital marketing tools, and technology to achieve the competitive advantage and building
market lead, CRM and innovations is the main objective of the digital marketing strategy programme.
The programme is intended for Sales & Marketing and IT professionals, who want to take, advantage of
digital marketing tools and techniques to upscale their career and achieve better revenues for the
organisation and create business values.

*in ODL mode

 Programme Objectives
• To understand how digital technology and the internet have impacted marketing and business activities
• To understand, how customer behaviour is changing and how to realign marketing strategies
• To apply marketing strategies such as segmentation, targeting, positioning, and differentiation in an online
context
• To analyse the various digital/ online marketing tools and social media channels available, and select the best
that fits the organisation budget and objectives
• To align digital marketing activities with the firm’s marketing strategy
• To use digital analytics to evaluate and optimise the effectiveness of digital marketing strategies
• Gain expertise in adwords, social media add ins, web analytics tools and performance

Why join AIMA for a Digital Marketing Course?

500+ 70%
Students already trained AICTE Practical
Approved 30%
Trained Theoritical

200+ Hrs
Face to face / online
Latest Case Studies Complete Placement
learning from industry From industry to bring Training support
experts meaning and relevance

Course Structure
Semester 1 Semester 2
1. Introduction to Digital marketing 9. Mobile Marketing
2. Marketing Strategy 2.0 10. E-Commerce
3. Web Development 11. Digital Media Planning & Buying
4. Search Engine Optimisation (SEO) 12. Capstone Project / OJT (On Job Training)
5. Search Engine Marketing (PPC)
6. Email Marketing
7. Web Analytics
8. Social Media Marketing

List of Tools
Web Development Content Marketing Search Engine Marketing
1. WORDPRESS 1. CANVA 1. SEMRUSH
2. WIX.COM 2. PIKTOCHART 2. AHREF
3. GOOGLE KEYWORDS PLANNER

Social Media Marketing Email And Mobile Marketing Analytics

1. BUZZSUMO 1. MAILCHIMP 1. GOOGLE ANALYTICS
2. TWEETDECK 2. MAILER LITE 2. FACEBOOK INSIGHTS
3. SOCIAL MENTION 3. EACHSCAPE 3. WEBTRENDS / OMNITURE

Examination & Assessment

Module wise assignments/ projects and final exam

For more details, please contact: Ekta Nayyar

All India Management Association – Centre for Management Education
15 Link Road, Lajpat Nagar – Part III, Near Lajpat Nagar Metro Station, New Delhi – 110024
Ph: +91 011-47673000/49868399 Extn:- 732/709 | Mobile: +91 - 9899056265; +91 9250127573
Email: enayyar@aima.in; digital@aima.in | Website: www.aima.in