The Executive Programme in Digital Marketing (EPDM) at IIM Jammu isn't just a series of lectures. It is a strategic bootcamp designed to take you from a novice to a decision-maker who can command the digital boardroom.

Most courses teach you theory; we teach you execution. Here is how the program builds your expertise, from the ground up.

Real-World Project Work

Theory is useless without execution. Unlike courses that rely on case studies alone, IIM Jammu requires you to get your hands dirty with a Live Group Project. Participants will work on a group project to master digital marketing skills and apply them in the real world.

You won't just simulate a campaign; you will build a real digital asset from scratch. As part of the curriculum, you will set up a live "Tech Stack" and execute campaigns for real business objectives:

• A Live Website/Blog: You will register a domain, build a site, and learn to manage a Content Management System (CMS).
• The Google Ecosystem: You will set up and link Google Ads Manager, Google Analytics 4 (GA4), and Google Tag Manager (GTM) to monitor website traffic and performance.
• Social & Video Ad Platforms: You will create professional accounts on Meta Business Suite (Facebook/Instagram), LinkedIn Campaign Manager, X (Twitter) Ads, and YouTube Ads to run video campaigns.

What You Will Master

Once your stack is live, you will learn to drive actual results using the industry's most critical tools. Each group will use the digital marketing tools and techniques learnt in the programme to drive traffic to their website. Participants will develop a content marketing plan to be published on the website and social media handles. They will share their website/ blog content by creating and running social media pages, and run Facebook ads, Google search and Display ads, Twitter ads and LinkedIn ads to drive traffic.

• Campaign Objectives: You won't just "boost posts." You will learn to structure campaigns specifically for Brand Awareness, Website Traffic, Lead Generation, and Direct Sales.
• SEO (Search Engine Optimization): You will master the three pillars of organic growth: Technical SEO (optimizing site architecture and speed), On-Page SEO (keyword usage and content structure), and Off-Page SEO (building authority through backlinks).
• SEM (Search Engine Marketing): Learn to dominate paid search results using high-converting bidding strategies and ad copy.
• Google Ads Suite: Design and launch Search, Display, and YouTube video ads.
• Social Media Ads: Run targeted campaigns on Facebook, Instagram, LinkedIn, and YouTube.
• Marketing Automation: Set up Email and WhatsApp automation workflows to nurture leads effectively and drive higher conversion rates.

Mastering the Funnel: ToFu, MoFu, and BoFu

Having the tools is one thing; knowing when to use them is another. A customer doesn't just buy the moment they see an ad. You need to guide them through a journey.

This program structures your learning around the entire Consumer Funnel:

ToFu: Top of Funnel (Awareness)

• The Goal: Cast a wide net to capture attention.
• The Tools: You will learn SEO (Search Engine Optimization) to rank organically, Google Display Ads for visual visibility, and YouTube Ads for brand recall.
• The Skill: Using SEMrush and Google Keyword Planner to find what your audience is actually searching for.

MoFu: Middle of Funnel (Consideration)

• The Goal: Engage the visitor and turn them into a lead.
• The Tools: You will master Content Marketing and Blog Writing to build authority. You will learn Remarketing/Retargeting to chase users who visited your site but left without buying.
• The Skill: Designing high-converting Landing Pages and tracking behavior using Google Analytics 4 (GA4).

BoFu: Bottom of Funnel (Conversion)

• The Goal: Close the deal.
• The Tools: This is where you deploy high-intent Google Search Ads and convert leads using Email Marketing and WhatsApp Marketing automation.
• The Skill: Writing persuasive copy that triggers the "Buy Now" action.

Measuring Success: SERP Rankings & Campaign Optimization

Launching the campaign is only half the battle. To truly succeed, you must know how to measure performance across both organic and paid channels.

You will learn to audit your efforts using data, not just intuition:

• SEO Evaluation: You will track your SERP (Search Engine Results Page) rankings to see where you stand against competitors. You will learn to measure organic traffic growth and keyword performance using Google Search Console.
• Advanced Analytics with GA4: You will dive deep into Google Analytics 4 (GA4) to track user behavior beyond page views. You will learn to set up events, conversions, and audiences to understand exactly how users interact with your site.
• Multi-Channel Attribution: Customers rarely buy on the first click. You will explore Multi-Channel Attribution models to understand how different touchpoints—from that first social ad to the final organic search—work together to drive conversions, ensuring you give credit where it's due.
• Campaign Optimization: You will move beyond vanity metrics and learn to audit paid campaigns using CTR (Click Through Rate), CPC (Cost Per Click), CPL (Cost Per Lead), and ROAS (Return on Ad Spend) to ensure every rupee spent generates a return.

Strategy and the Digital Marketing Plan: The 6M Model

Finally, how do you tie all these tools, funnel stages, and metrics together? You need a strategy.

Most courses jump straight into "how to run a Facebook Ad." We start with why. At IIM Jammu, you will build a Strategic Digital Marketing Plan anchored in the 6M Model. Before you spend a single rupee, you will define:

• Mission: What is the objective? (e.g., Brand awareness vs. Lead Gen).
• Market: Who is the audience? (Demographics and Psychographics).
• Message: What is your core value proposition?
• Media: Which mix of channels (Search, Social, Display) fits the mission?
• Money: How do you allocate the budget efficiently?
• Measurement: How do you define success (ROAS, CPA)?

This strategic foundation ensures you aren't just "doing marketing," but driving business goals.

Ready to transform your career? Don't just watch the digital revolution happen. Lead it.

Project Work of IIM- Jammu