Digital & Social Media Marketing - IIM Visakhapatnam

This module introduces essential principles and practices of modern marketing. Students learn core marketing concepts, including market analysis, customer needs assessment, and marketing mix development. The course covers market segmentation, targeting strategies, product positioning, pricing approaches, distribution channels, and promotional tactics to create effective marketing strategies that deliver customer value.

This module introduces fundamental digital marketing concepts and practices. Students learn essential online marketing channels, tools, and techniques for business growth. The course covers website optimization, social media marketing, email campaigns, content creation, search engine marketing, and basic analytics to develop effective digital marketing strategies that reach and engage target audiences online.

This module explores how to create and deliver effective brand messages across communication channels. Students learn to develop consistent brand voice, visual identity, and messaging strategies. The course covers storytelling techniques, content strategy, channel selection, brand guidelines, and communication planning to build strong brand identity and meaningful customer connections across traditional and digital platforms.

This module explores strategies for improving website visibility and ranking in search engine results. Students learn technical SEO principles, content optimization techniques, and search marketing approaches. The course covers keyword research, on-page optimization, link building, search analytics, local SEO, and performance tracking to enhance organic search visibility and drive qualified website traffic.

This module explores strategies for effective paid search advertising campaigns. Students learn to create, manage, and optimize pay-per-click campaigns across search platforms. The course covers keyword selection, ad copywriting, bid management, campaign structure, audience targeting, quality score optimization, and ROI measurement to drive targeted traffic and conversions through paid search advertising.

This module explores data analysis techniques for measuring and improving website performance. Students learn to track user behavior, evaluate site metrics, and optimize digital campaigns using analytics tools. The course covers traffic analysis, conversion tracking, funnel optimization, A/B testing, goal setting, and reporting methods to make data-driven decisions that enhance website effectiveness and marketing ROI.

This module examines major social media platforms and their marketing applications. Students learn to develop platform-specific strategies, create engaging content, and measure social media performance. The course covers content planning, community management, paid social advertising, influencer partnerships, and analytics across platforms like LinkedIn, Instagram, Facebook, and Twitter to build brand presence and drive engagement.

This module explores comprehensive digital marketing strategy development and implementation. Students learn to create integrated digital plans that align with business objectives and customer needs. The course covers digital ecosystem planning, channel selection, resource allocation, technology integration, and performance measurement to build effective online presence and achieve marketing goals across digital touchpoints.

This module explores automated digital advertising buying and optimization strategies. Students learn to use programmatic platforms for targeted ad placement and real-time bidding. The course covers audience targeting, ad inventory selection, bid management, campaign automation, cross-channel optimization, and performance tracking to efficiently deliver targeted advertising at scale across digital channels.

This module explores data analysis techniques for marketing decision-making. Students learn to collect, analyze, and interpret marketing data using analytical tools and methods. The course covers metrics tracking, performance measurement, predictive modeling, segmentation analysis, and reporting techniques to optimize marketing strategies and demonstrate ROI across campaigns and channels.

This module examines strategies for designing and delivering exceptional customer experiences across touchpoints. Students learn to map customer journeys, identify pain points, and create seamless interactions. The course covers experience design principles, touchpoint optimization, voice of customer analysis, service blueprinting, and satisfaction measurement to build lasting customer relationships and brand loyalty.

This module explores emerging marketing trends and technologies shaping the future of business. Students learn to identify and evaluate new marketing opportunities, technologies, and consumer behaviors. The course covers artificial intelligence applications, immersive technologies, privacy developments, sustainability marketing, and emerging platforms to prepare organizations for evolving market dynamics and digital innovation.

This module requires students to develop and present a comprehensive marketing strategy project. Students apply their accumulated knowledge to create a detailed marketing plan for a real or simulated business challenge. The project includes market analysis, strategy development, implementation planning, budget allocation, and ROI projections. Students demonstrate mastery of marketing concepts through written documentation and professional presentation of their strategic recommendations.