Digital and Social Media Marketing Strategy: Driving Business Growth

Venue/Deadlines Program Dates Program Fees
Venue : IIMB Campus
Early Bird Discount Date : 27 Aug, 2024
Last date for registration: 07 Sep, 2024


Start Date : 17 Sep, 2024
End Date : 19 Sep, 2024

Residential Fee(excluding GST) :  Rs. 1,10,000
Residential Early Bird Fee(excluding GST) :  Rs. 99,000
Non-Residential Fee(excluding GST) :  Rs. 95,000
Non-residential Early Bird Fee(excluding GST) :   Rs. 85,500

About the Programme

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Leading digital transformation

Contact Us

Ms. Preethi
Landline No.:+91-80-26993375
Mobile No. +91-8951974073
Email: preethi.s@iimb.ac.in

Starting In
Senior Leaders
Short Duration
International Travel
Alumni Status

Programme Overview
In the past, developing digital and social media marketing strategies to build online relationships with customers was a competitive advantage, but now it is a basic requirement for doing business. This programme offers the practical guidance you need to transition from a brick-and-mortar business to a click-and-reach business through powerful online engagement. The participants of this programme will learn how to choose the best tools for their needs and develop a strategy oriented to their business goals. The discussions during the programme will help develop a quantifiable, repeatable, and improvable social media process. As new digital and social media platforms are soon emerging, any strategy based on the concepts and methods discussed in the programme can be adapted to maximise advantage. The digital and social media strategy will be testable, controllable, and fully integrated with the broader goals and objectives of the company.

Programme Objectives

  • Develop a framework to design effective digital and social media strategies.
  • Formulate digital and social media plans to engage with consumers.
  • Assess the impact of digital and social media strategies.
  • Discover ways of connecting with new markets.

Programme Content

  • Evaluating how companies can satisfy customer needs and lower customer acquisition and retention costs
  • Developing a transition plan from offline to online connect with customers
  • Developing an action plan for successful digital and social media policy
  • Allocating resources across different channels
  • Evaluating mobile platforms and their impact on marketing in the future
  • Organisational processes required to implement digital and social media strategies

Key Benefits / Takeaways

• Developing effective digital and social media strategies
• Focusing on desirable outcomes related to vision, goals, objectives, and metrics
• Creating an action plan for your digital and social media strategies
• Measuring and constantly improving digital and social media strategies.

Who Should Attend
Business leaders and managers with P & L responsibility, CMOs, product managers, marketing managers, online marketing and software development executives, consultants, digital & social media analysts.


Programme Directors

Professor G Shainesh https://www.iimb.ac.in/user/139/g-shainesh has over three decades of research and teaching experience in India and abroad. He has conducted collaborative research and teaching assignments at the University of Gothenburg (Sweden), University of St. Gallen (Switzerland), HEC Paris, Audencia Nantes and IESEG (France), Vienna University and MCI Innsbruck (Austria), Bocconi University (Milan), Curtin University of Technology (Perth), among others. His research and teaching focus on Digital Marketing Strategies, CRM, Services Marketing and Service Innovations. At IIMB, Shainesh has served as Dean – Administration (2014-17), Chair – EPGP (2013-14) and Chair – Student Exchange Program (2006-09). He serves the Boards of the Academy of International Business – South Asia Chapter(AIB-SAC) https://bit.ly/3Sgrl0l as the Vice Chair and the International Sustainable Development Research Society (ISDRS) https://bit.ly/3zSn8sk

He has worked for several organizations in the public, the non-profit and the corporate sectors, including pharma, telecom, software, engineering and service firms, both as an advisor and as a seminar leader. His clients include ABB, Ashok Leyland, Department of Pharmaceuticals, Caterpillar, Ericsson, Indian Oil,  Philips, SKF, Indian Railways, IFFCO, ICPB, Mylan, Ministry of Tourism, Power Ministry, Sanofi Aventis, Tata Motors, Sanskriti, Siemens Healthineers, Pradan, Volvo Eicher, among others.

He is Editor-in-Chief of the Journal of Indian Business Research (JIBR), an Emerald (UK) publication. His papers on services and relationship marketing have been published in the MIS Quarterly, Journal of Service Research, Journal of International Marketing, Journal of Services Marketing, Service Industries Journal, International Journal of Bank Marketing, International Journal of Retail and Distribution Management, International Journal of Technology Management, Journal of Relationship Marketing, International Marketing Review, among others.

At IIMB, he leads the cross functional research initiative on consumer insights https://bit.ly/2L1o4P6. His case study Narayana Nethralaya: Expanding Affordable Eye Care won the second prize in the GlobaLens 2014 NextBillion Case Writing Competition. He was named ‘Best Professor in Marketing’ by the CMO Asia Council during the ‘Best B-Schools in Asia Awards’, July 2011, Singapore. He is also a past winner of the Citibank Special Research Award (1994) and P D Agarwal TCI Award for Doctoral Research in Management (1995).

His books include  ‘Marketing Management’ 16E (2022, Pearson https://amzn.to/3QfqStk ,  ‘Social Media Marketing: Emerging Concepts and Applications’, (2018, Palgrave Macmillan), Customer Relationship Management – A Strategic Perspective (2006, Trinity Press) and Customer Relationship Management – Emerging Concepts, Tools and Applications (21st Reprint 2017; McGraw Hill, New Delhi). His online courses on Digital Marketing Strategy, CRM and Services Marketing https://bit.ly/3zv8SEH  are offered on the edX and Swayam platforms.


Dr. S Raghunath has been Professor of Corporate Strategy and Policy at the Indian Institute of Management Bangalore (IIMB). He has served as the Chairperson of the IIMB Corporate Strategy and Policy area from 1998 to 2000 and as Chairperson of the NS Raghavan Centre for Entrepreneurial Learning from 2001 to 2003 during which period he worked on setting up the NSR-GIV Incubation Centre at IIM Bangalore with funding from Global Internet Ventures, Palo Alto California, USA and NS Raghavan, co-founder of Infosys. He is consultant and has worked on digital and social media models and strategies. He researches and teaches elective course on digital models and strategies as well as on managing virtual organizations.

He was a Visiting Scholar at the Graduate School of Business, Stanford University from 1990 to 1991 where he researched strategy making in high-tech companies which included Cypress Semiconductors Inc., Harris Semiconductors Inc. Intel, Motorola, MIPS and National Semiconductor Corp.

Dr. Raghunath has published several papers, case studies and book chapters. He has been quoted in publications such as Economic Times, Business World, Business Line and Computer Today. He has been writing a column on business strategy forBusiness Outlook. Dr. Raghunath serves as an independent director on the board of KTwo Technologies, Spatial Data, Alkor Technologies, India Satcom, National Venture Capital Fund and Chairperson India Board of Academy of International Business. His professional services have been engaged by many IT firms including Cisco, Motorola, IBM and Wipro.

Participant Benefits

Participant Benefits
As a participant of this Short Duration Programme, you will be able to enjoy some exclusive benefits other than the outcomes such as skills and knowledge enhancement and building specific competencies that can help shape your career growth.

Some of the exclusive benefits of attending this programme are listed below –

  • Receive Executive Education eNewsletters
  • Invitation to share articles to the EEP blog (subject to a shortlisting process
  • Participate in EEP webinars on various topics
  • Invitation to curated events and programs by the EEP office

Programme Charges

Programme Fee
INR 1,10,000/- Residential and INR 95,000/- Non -Residential (+ Applicable GST) per person for participants from India and its equivalent in US Dollars for participants from other countries.

Early Bird Discount
Nominations received with payments on or before 27-Aug-24 will be entitled to an early bird Discount of 10%.
Early Bird Fee (Residential) INR 99,000/-(+ Applicable GST)
Early Bird Fee (Non-Residential) INR 85,500/-(+ Applicable GST)

Group Discount
Group Discount of 5% percentage can be availed for a group of 3 or more participants when nominations received from the same organization.

Please Note

  • All enrolments are subject to review and approval by the programme director. Joining Instructions will be sent to the selected candidates 10 days prior the start of the programme.
  • The programme fee should be received by the Executive Education Office before the programme commencement date.
  • In case of cancellations, the fee will be refunded only if a request is received at least 15 days prior to the start of the programme.
  • If a nomination is not accepted,the fee will be refunded to the person/ organisation concerned.
  • A certificate of participation will be awarded to the participants by IIMB.

How To Apply for the Programme

Certificate Sample

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