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How Will You Learn Digital Marketing in the Programme?

At IIM Jammu's Executive Programme in Digital Marketing, you don't just study concepts — you implement them live. Whether you are an entrepreneur looking to scale or a corporate leader pivoting to digital, this phase ensures you leave with a comprehensive Digital Marketing Portfolio and experience in Live Campaign Execution. Here's exactly how you will learn Digital Marketing hands-on, through real tools and live digital campaigns:

Phase 1: Create a Blog Website (Owned media) for Learning Digital Marketing

You will build your own blog website and publish real content on topics like SEO, Google Ads, LinkedIn Ads, YouTube Ads, and Google Analytics. This becomes your live laboratory for all digital marketing experiments throughout the programme.

↑ A student blog website created during the programme, covering SEO, LinkedIn Ads, YouTube Ads & more

Project Milestone: Establish a live website and implement a content strategy

Phase 2: Implement SEO (Earned media) on Your Website

Move beyond basics by implementing a full-scale Search Engine Results Page (SERP) Optimization strategy.

Action: Conduct a technical audit and perform keyword research to drive organic traffic. You will practise all three pillars of SEO on your blog:

On-Page SEO — content plan, keyword-optimised articles, title tags, meta descriptions
Off-Page SEO — building backlinks using Ahrefs / SEMRush
SEO Audit — monitoring performance via Google Search Console

↑ Real result: 133,000 impressions | 5,600 clicks | Avg. position 7 — achieved in just 3 months

↑ Google Search Console showing actual SEO results from a student's blog website

Tools Mastered: Ahrefs, SEMRush, Google Search Console

Phase 3: Analytics & Measurement - Monitor Website Traffic Using Google Analytics 4

You will set up your own GA4 account to track new users by channel, monitor city-wise traffic, analyse cohort retention, measure lead generation performance, and understand which campaigns are driving the best results — just like real marketing analysts.

↑ GA4 dashboard tracking website traffic from SEO, paid ads, and email campaigns

Phase 4: Paid Media, live campaigns & Performance Marketing

You will create accounts and launch live ad sets on Meta Ads Manager, Google Ads and Linkedin Ads across all major platforms to generate real traffic, leads, and conversion. You will manage real budgets to understand Multi-channel Attribution and cost-per-acquisition (CPA).

4.1 Google Search Ads

↑ Google Search Ad created and run by students during the programme

4.2 Meta: Facebook & Instagram Ads

↑ Facebook Ads Manager showing campaign performance metrics

↑ Live Facebook/Instagram Ad

4.3 Linkedin Ads

4.4 Landing Pages for Lead Generation

↑ High-converting landing page built to capture leads from paid campaigns

↑ Real result: 6000 leads generated | 240 conversions | ₹2,91,919 total ad spend |

Phase 5: HubSpot for Lead Nurturing & Email Marketing automation

You will use HubSpot CRM to manage the leads you generate, build automated email sequences, track open rates and clicks, and run full email marketing campaigns — exactly as professional marketers do.

↑ Real result: Email campaigns in this programme achieved open rates of 41–46%

↑ HubSpot dashboard for managing leads and sending email campaigns

Phase 6: Optimise Campaigns for Better ROI

You will learn to continuously monitor and optimise your campaigns — adjusting bids, pausing low-performing keywords, testing new ad copies, and improving Quality Scores to reduce cost per lead.