Executive MBA in Digital Marketing Program Training by MIDM

Executive MBA in Digital  Marketing Program Training by MIDM.

Marketing Program Training by MIDM

Digital marketing is a fast-changing field, and I don’t think anExecutive MBA can help you become a digital marketing expert. Most of the DM experts are working in companies, and college professors do not know digital marketing unless they are spending thousands of dollars a month on digital marketing campaigns.

An ExecutiveMBA can teach you marketing strategy and basics of business, but not digital marketing. You can become a digital marketing expert only by applying the concepts you read. I recommend that you give a shot at becoming a SELF MADEDIGITAL MARKETING EXPERT than relying on someone else to make you an expert.

I became an expert by running my blogs and consulting various startups with digital marketing. The expertise comes from application and execution of the campaigns and not with an ExecutiveMBA or a course certificate. Digital marketing knowledge is freely available on the internet, but one of the reasons why there are very few experts in the market is because not everyone applies what they learn.

Eligibility

Graduation & 2 Year Marketing Industry Experience

Duration

One Year (2 Semesters)

Classes

Part Time & Weekend

Executive MBA degree in Digital Marketing is a unique specialization that is offered by various Universities. The program has been designed with inputs by industry experts to groom students for the competitive and fast-growing sectors of Digital Marketing. The curriculum has been prepared with industry requirements in mind and it emphasizes on practical, application-oriented learning. This program has been designed with inputs by industry experts to groom students for the competitive and fast-growing sectors of Digital Marketing & Advertising.

Degree Awarded by the UGC Approved / International University

Course Fee:35,000/-(Per Semester)

Module 1

  • E-Marketing
  • Components of E-Marketing
  • E-Customers
  • Types of E-Market
  • E-Marketing Tools
  • E-Marketing Plan
  • Applications of E-Marketing
  • Strategic Advantages of E—Marketing
  • Methods and Techniques of E-Marketing I
  • Content management for web and social channels
  • Web pages and banner advertisements
  • Email and SMS marketing
  • Blog marketing
  • Mobile marketing
  • Search engine optimization

Module 2

  • Campaign management
  • Legal and Ethical Issues in E-Marketing
  • Market segmentation and targeting
  • Product and brand management
  • Sales and distribution management
  • Advertising and sales promotion
  • Organic and sponsored search advertising
  • Web behavior understanding using web analytics tools
  • Elective I
  • Elective II

Elective

  • Best practices in digital and social media marketing
  • General marketing strategies
  • Business-to-business (B2B)marketing
  • Interactivemarketing
  • Digital advertising
  • E-businesstechnologies
  • Social media marketing
  • B2B e-marketing
  • Marketingmanagement
  • Buyer behavior (from the consumer and corporatestandpoints)
  • Advertisingcommunication
  • Webanalytics

Module 1

E-Marketing-An Overview – Introduction

Over the years marketing ' and its ways to reach the global world is transformed and the key role in this transformation has been played by internet. The easy availability of Internet has led to progressive and interconnected environment, and the phenomenal growth of Internet has resulted in the declining trends of traditional media which primary covers the usage of television, radio, print media, banners and large

hooding. Marketing in this closely connected environment and using this connectivity to market the products and services is e-Marketing. e-Marketing incorporates a wide spectrum of strategies and methods, but the basic fundamental of successful e-Marketing is a user-friendly and well designed approach to these strategies. E-marketing includes the management of the consumers real time online viability of the product, from first online experience through purchase to delivery of the product and the respective service beyond delivery .One of the major benefits of electronic marketing is the underlying messages are not restricted by geography or time. This paper has been divided into ten parts, Introduction, Concept, Origin, How Different From Traditional Marketing, The 7‟Cs of E Marketing, Different methods of online marketing, its advantages and limitations, future developing trends of electronic marketing and Conclusion.

Objectives of E-Marketing

Almost all business owners today know that Internet marketing is essential, but not all of them understand the end results that can or should be obtained through online strategies. There are six objective as following given below

Objective 1: Increase revenue.

The primary goal of any marketing strategy is ultimately to increase revenue, and Internet marketing is no exception. Thankfully, the Internet provides plenty of opportunities for every business to improve their bottom line.

By combining search engine optimization, or SEO, with pay-per-click ads, or PPC, your company can improve the chances that potential customers find you online. And with strategies like content marketing and social media marketing, you can position yourself as an expert in your field who also cares about your clients. For more information on how Internet marketing can increase sales and generate revenue, check out this article.

Objective 2: Build a brand.

Internet marketing objectives often include building a brand. This means not only establishing your logo and company name in the minds of consumers, but also what your company stands for.

Well-known brands are typically trusted more by customers, especially when paired with positive associations. The Internet is a great tool for building that trust, because it has a wide reach and allows you to directly connect with individuals.

Objective 3: Improve local SEO.

Many small businesses, as well as companies focused on increasing sales in specific geographic region, focus much of their marketing efforts on improving their local SEO. This means optimizing various elements on their sites in order to attract local customers who are looking for the services they provide.

Objective 4: Increase qualified traffic.

Every business owner wants to see numbers rise in terms of visitors to their site and landing pages. However, those numbers are meaningless if they aren’t the right kinds of traffic. Not every visitor to your site is going to make a purchase. That’s just the way of the Internet, and should be accepted. However, if none of your site visitors make purchases (or contact you), you are likely attracting “unqualified” traffic, or visitors who have no intent of becoming a customer.

Objective 5: Manage online reputation

In an age when anyone with a computer or smartphone can post their opinions about companies, products, and services for the whole world to see, it’s important for businesses to maintain a solid online reputation. This means monitoring your company’s name, maintaining social profiles, and responding to bad reviews accordingly.

Objective 6: Become an influence in your field.

Every industry has a few well-known individuals or companies that others look to as thought leaders. They stay at the forefront of new technologies and ideas, and are often the first to share new information.

Unfortunately, every industry only has a particular amount of room at the top. The people who become experts and influencers are those who strategically position themselves to give out great advice and information, often without much obvious monetary gain.

Features of E-Marketing

Internet marketing is the process of marketing or selling of goods and services over the Internet. With the development of e-commerce and online services, you don’t want to go to the shop or any other commercial place for selling or marketing of your products and services. Internet marketing makes your selling in a rapid way.

Internet marketing online has become a vital part of modern business. There are a large number of internet marketing companies who offer internet marketing services to both small scale and large scale companies largely and effectively. Internet marketing has a number of benefits that cannot find in other marketing forms.

Scope of E-Marketing

Digital Marketing industry is booming not just in India but all parts of the world. The year 2016 took the industry by surprise with over 1.5 lakh job opportunities in the Digital Marketing domain. Well, the following was a bigger surprise when only the first quarter of 2017 marked for 8 lakh job opportunities.

The surveys conducted by several forums have predicted this number to grow with Digitalisation in the nation. Our Prime Minister has been actively promoting the idea of Digital India. PM Modi’s digital India campaign gained massive popularity. The initiative of Government of India is aimed at providing easy services to its natives.

Now imagine when a nation’s government is promoting the digital interaction, what do you think will be the Digital Marketing scope in that nation.

The Digital Marketing industry is at its peak at the moment due to many reasons, take a look at some of them:
  • It is the newest thing in town:
  • It is flexible:
  • It is easy:
  • Eco- friendly
  • Fastest Reach
  • Influential
  • Job Opportunities
  • High engagement
  • Small investments and big Returns
  • Measure immediate results

Benefits of E-Marketing

Internet marketing has become more and more popular nowadays among businesses around the world. After discovering the wide range benefits of internet marketing in promoting products and services online, it has soon become the leading medium for marketing all over the world. Here our 15 advantages of internet marketing for your business

1. Convenience And Quick Service

The incredible convenience of marketing online is one of the biggest advantages of internet marketing. The internet has extremely easy accessibility with consumers using the internet and reaching markets anywhere in the world. Because of this, purchasing goods from across borders now reduces the cost of transportation.

2. Low Cost For Operations

One of the main advantages of online marketing for businesses is its low operating cost. You can advertise cheaper with internet marketing than with traditional methods of advertisement such as ads in newspapers, on television and on the radio. In online marketing, you can easily get a free listing in a wide range of business directories.

3. Measure And Track Results

An aspect of internet marketing that is rarely available with traditional marketing is the ability to measure and track results. With online marketing, your business can utilize varying tools for tracking results of your advertising campaigns. Using these tools, not only can you measure and track but also illustrate the progress of your marketing campaign in detailed graphics.

4. Demographic Targeting

Marketing your products and services online gives you the ability to target audience based on demography. This allows you to concentrate your efforts on the audience that you truly want to offer your products or services. With demographic targeting, you can better target your marketing efforts on specific demographic regions.

5. Global Marketing

The ability to market your products and services globally is one of the biggest advantages of global marketing for business. Within several months of aggressive SEO, you can secure millions of viewers and reach huge audiences from across the world.

6. Ability To Multitask

One of the core benefits of online marketing is its ability to handling millions of customers at the same time. As long as a website’s infrastructure is efficient, numerous transactions can easily take place simultaneously.

7. 24/7 Marketing

Internet marketing reduces cost and runs around the clock. That means that your marketing campaigns run for 24 hours a day, 7 days a week. Compared to traditional marketing, internet marketing does not constrain you with opening hours. At the same time, you would not be worrying about overtime pay for your staff.

8. Automated, Tech-Savvy Marketing

Another advantage of internet marketing is that marketing this way is easy with a one-mouse-click automation. Compared to traditional offline marketing where marketers delegate various tasks to the best hands and talents, internet marketing takes advantage of a more tech-savvy method. With internet marketing, everything can go automated.

9. Data Collection For Personalization

Transactions through the internet allow you to collect data. Whenever a customer purchases a product through a company’s website, the data is captured. Your business can use this data in varying ways. Most businesses analyze the data to find out what product and/or services sell frequently.

10. Diversified Marketing And Advertising

When targeting your audience, diversification plays an important role in your marketing and advertising campaigns. Diversification means that you can use a variety of tactics and strategies in order to reach your prospects. With online marketing, diversification becomes a lot easier. In addition to that, it is possible for you to run varying marketing techniques simultaneously to better implement your marketing campaign.

11. Easy Tweaking To Your Marketing And Advertising Campaigns

It is inevitable in marketing and advertising that something needs to be tweaked in order to optimize your campaigns. Compared to traditional marketing, online advertising is much easier to tweak. Whenever the campaign needs to be modified, online marketing allows the modification to happen without having to worry about downtime, service interruption or even halting the entire system.

12. Instant Transaction Service

Executing transactions is easy and nearly instant online. You can do this through a digital payment service so that there is no need for a cash to go between the marketer and the customer to buy and sell merchandise. This is all possible due to payment processing solutions executed by third party payment processing companies such as PayPal.

13. Better Sales Relationships

In traditional marketing, merchants often give their business cards or pamphlets to their customers after a sale. However, what happens is often on such occasions, the customers lose the cards or misplace it. The only time the seller would remember about the card was if they had the intention of visiting the seller again.

14. Time-Effective Marketing

Unlike traditional marketing, internet marketing is easy to start and quick to implement. You can easily set up a marketing campaign at any time that is convenient for you. In fact, you can set up email marketing for your business within only a matter of hours. Within the next few minutes, you can setup an autoresponder and create a marketing list for your business.

15. Continued Marketing Campaign

Marketing campaign’s later effects are one of the greatest advantages of internet marketing for business. For example, content marketing efforts, such as blogs, and websites have the capacity to remain functional and promote your products and services years after you started your marketing campaign. Almost every online marketing technique has viral and long-term effects that can continually improve your site’s traffic.

Problems in E-Marketing

Technology has made it an exciting time to be in marketing. But for all the advancements we've seen, we're still going to face some major hurdles as we move into the next era of marcom.

1. Working around AI

The AI revolution in marketing has already begun. Simple AI programs, like digital assistants are starting to shape the ways that users interact with digital devices, but on a grander scale, tech companies are working on ways to use AI and machine learning to update their own systems. As an example, Google’s RankBrain algorithm is currently working to update Google’s search algorithm on its own, based on its experiences and evaluations. A fuller deployment of self-updating systems would lead to a world where technology adapts extraordinarily quickly and in strange, unpredictable ways, leaving marketers scrambling to remain relevant.

2. Blurring the line between digital and reality

In a similar vein, the lines between the digital world and real world are starting to blur. The simple introduction of the QR code several years ago, now seen as ugly and almost archaic, was enough for people to start questioning how our digital lives would begin to intersect with our real ones. Now, with virtual reality becoming more popular, those lines are becoming even blurrier. Users are starting to crave more immersive, interactive experiences, and marketers will have to pivot to provide a hybridized experience that meets their expectations.

3. Riding the tide of organic social media

Organic visibility on social media is in a state of perpetual decline. While companies like Facebook have written this off as mere adjustments to favor overall user experience, the writing on the wall is that social media platforms are doing more to increase profits, and that means funneling more businesses to paid advertising programs over organic reach campaigns. Though it’s unlikely that organic social marketing will outright disappear anytime soon, most businesses will soon have to face a threshold of coughing up extra money for social advertising or bailing from the strategy altogether.

4. Delivering personalized experiences

Users are becoming pickier and needier as more diverse forms of content and interactive experience become the norm. Think of how this has affected your own life; can you remember a time before your Google account gave you personalized search results, or when retargeting advertisements were creepy and inexplicable? The world is slowly becoming more personalized, catered to the individual, and marketers will have a hard time delivering those personalized experiences.

5. Using big data correctly

We have access to more data than we know what to do with—literally. Everyone in the marketing community seems excited at the prospect of getting practically any information you ever wanted about your customers and business operations. There’s still one problem, however; data can only give you answers to the questions you ask of it. It can’t generate conclusions or insights on its own. Collectively, we’re still novices when it comes to data analysis, yet we have more available data than ever before. The result of that dissonance is misuse and misappropriation of that data—a trend that may continue until we find better ways to handle this new influx of information.

6. Settling into a new kind of Internet

Thanks to mobile devices, universal WiFi, and a handful of other technologies, we’re starting to enter a new age of Internet experiences. The lines between apps and websites are starting to blur with features like app streaming, and users are growing used to accessing online content instantaneously, from anywhere. It’s feasible that traditional websites and search engines are starting to die out in favor of new interfaces and forms of content, and marketers will need to change everything they know about website building and SEO if they want to settle into this new mode of communication and exchange.

7. Keeping up

This is kind of a recurring theme throughout this article, but it also serves as a standalone challenge. The biggest thing to worry about isn’t what changes lie ahead for the marketing world, but rather how fast those changes are going to develop. Technology evolves on an exponential scale, but most of us are linear learners, taking extra time to adapt to our new environments and struggling to integrate new systems. It’s going to become even more imperative that marketers figure out a way to keep up as the pace escalates further—which is easier said than done.

E-marketing Techniques

The real scope of internet marketing lies beyond the website building or operating through it. The strategies that relate to it include each and every aspect of online advertising services, products, and the websites that include the email marketing, market research, and direct sales.

Internet marketing follows a few important concepts. These are as follows:

  • Search Engine Marketing (SEM)
  • Blog Marketing
  • Email Marketing
  • Viral Marketing
  • Social Media Marketing
  • Article Marketing
  • Affiliate Marketing
  • Geo Marketing

Internet Marketing

Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from websites or emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising such as radio, television, newspapers and magazines.

Digital Marketing and E-marketing

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers.

E marketing is the practice of leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers. The methods and techniques used for online marketing include email, social media, display advertising, search engine optimization, and more. The objective of marketing is to reach potential customers through the channels where they spend time reading, searching, shopping, or socializing online.

Components of E-Marketing Introduction

Digital marketing is also known as ‘internet marketing’, ‘E marketing’ or ‘web marketing’. Its reach is vast with no limitations, thus generates better business scopes within as well as outside the borders of one’s own country.

Promoting and marketing products and services using advanced digital technology can be termed as Digital marketing. Digital marketing covers all the possible marketing efforts made using the digital technology and delivered through digital channels like websites, search engines, email, social media and mobile applications.

Here are the main components of E marketing?

  • Website -The website is one of the most significant components of digital marketing as without it nobody can conduct online business and will not have any online identity at all.
  • Content - “Content is the King” and it is one of the key components of digital marketing. Popular search engines also favor sites with quality content.
  • Search Engine Optimization (SEO) - Search engine optimization is concerned with enhancing the website visibility in organic (non-paid) search engine results. It covers both the creative and technical elements necessary to escalate rankings, drive traffic, and boost recognition in popular search engines.
  • Search Engine Marketing (SEM) - Search engine marketing involves promoting and marketing a business or brand using paid advertisements, which is displayed on search engine results pages (or SERPs). One has to make payments to Google to display their ads in the search results.
  • Email Marketing - A robust email marketing strategy adds value and strength to one’s digital marketing campaign. Through the use of email facility, a wider spectrum of targeted masses can be informed about the availability of your products/services.
  • Social Media Marketing - Social media websites are accessed by millions globally and it creates ample opportunities to drive sales, leads and produce dedicated brand advocates. All these plays in favor of bringing noteworthy success to one’s business through social media digital marketing

E-Customers

Online customer communities are Web-based gathering places for customers, experts, partners and others to discuss problems, post reviews, brainstorm new product ideas, and engage with one another about a company's products, services and brand.

Online customer communities have gathered steam in recent years, largely because of social media technologies, mobile devices and the Web. These technologies have facilitated communication, making interaction with companies faster and more possible on the go.

The age of the customer has also been an important factor in fueling customer communities, who have gained power in the dynamic with sellers. Consumers now have greater impact in their buying negotiations in terms of price and other deals.

Customers have turned to online communities because they offer more real-time means to engage with a company, as opposed to more traditional communication channels such as the phone or email. Customers in some cases also prefer the anonymity of these online communities, where they can gripe about poor customer service without having their opinions attached to their customer information. At the same time, companies are working at breakneck speed to try to integrate the customer information that resides in these online forums with other data in the back office, including ERP and CRM and financial applications. Online customer communities have also enabled companies to get a sense of sentiment analysis without conducting focus groups or survey, which can be poor representative samples, time-consuming and costly.

Types of E-Market

Electronic marketplaces are generally classified into 4 types

1. Independent E-marketplace

The basic motive of this model is to generate revenue. A B2B platform which is managed by a third party and is open to buyers and sellers from a particular industry. When a party registers on an independent e- marketplace it gets quotations or bids in a particular sector.
Example- Alibaba

2. Buyer-oriented marketplace

A bunch of people with similar business interests come together to create an efficient purchase environment. This helps a party get sufficient bargaining power to purchase at a desired price from the supplier. A supplier can also benefit from this marketplace as it gives them a customer base with which they can share their catalogue.
Example - Amazon

3. Supplier-oriented marketplace

This type of marketplace is also known as supplier’s directory. It provides a platform for the seller to improve their visibility through different mediums of communication. The suppliers can target the large number of potential buyers.
Example - Ebay

4. Horizontal and vertical marketplace

Horizontal marketplace- The buyers and supplier from different industries or regions can come together to make a transaction.

Vertical marketplace- It provides access over the internet to various segments of a particular industry up and down the hierarchy.

  • E-Marketing Tools
  • E-Marketing Plan
  • Applications of E-Marketing
  • Strategic Advantages of E—Marketing
  • Methods and Techniques of E-Marketing I
  • Content management for web and social channels
  • Web pages and banner advertisements
  • Email and SMS marketing
  • Blog marketing
  • Mobile marketing
  • Search engine optimization

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