IIM JAMMU

EPDM - Programme Modules

Module 1 (3 Hours)

  • Introduction to Marketing and Integrated Marketing Communication
  • Traditional vs Digital Communication Channels
  • Introduction to Digital Marketing
  • Strategic Digital Marketing Plan and Sales funnel (ToFu, MoFu, BoFu)
    • Objectives
    • Target Audience
    • Media
    • Message
    • Budget
    • Impact

Module 2 (3 Hours)

  • Website Design for project work
  • Tracking Website Traffic through Google analytics 4
  • Content and Blog writing for Website

Module 3 (4.5 Hours)

  • Design and launch of Google Search Ads
  • Design and launch of Google Display Ads

Module 4 (3 Hours)

  • Search Engine Optimisation (SEO)
  • SEO Audit
  • On Page – Keywords
  • Off Page – Link building
  • Tools – Google Keyword Planner, SEMrush
  • Campaign Tracking – Google Tag Manager

Module 5 (3 Hours)

  • Consumer journeys and Channel Attribution in Google Analytics 4
  • Video ads on YouTube for Brand Awareness

Module 6

  • Social Media Marketing (1.5 Hours)
    • Creating and managing social media Pages
    • Creating and Managing Brand communities
    • Social Media Planning and Scheduling
    • Landing page design
  • Paid Campaigns for Lead Generation and Sales on social media (6 Hours)
    • Facebook Ads
    • Instagram Ads
    • Twitter Ads
    • LinkedIn Ads
  • Remarketing and Retargeting campaigns on Facebook and Google (1.5 Hours)

Module 7 (3 Hours)

  • Nurturing your leads for Sales
  • Email Marketing / WhatsApp marketing
    • Effective copywriting for successful email campaigns
    • Nurturing email Subscribers and leads
    • Lead conversion

Module 8 (3 Hours)

  • Performance Evaluation of Campaigns
  • Click through rate (CTR), Cost per click (CPC), Cost per lead (CPL), Cost per acquisition (CPA)
  • Starting up / Managing - Digital Marketing Agency
  • Project presentations