Digital Marketing and Analytics

• Changing consumer behaviour

• Targeting decisions

• User personas

• The digital marketing funnel

• Role in digital marketing strategy

• The POEM framework

• SEO strategy

• Integration of content marketing in website design

• Content marketing strategies across digital channels

• Content creation and optimisation

• Pay Per Click (PPC)

• Google Ads

• SEM

• Performance marketing strategies

• Social media advertising

• Influencer marketing campaigns

• Platforms for influencer marketing

• Influencer marketing strategy

• Choosing the right influencers for your brand

• Measuring success

• Future of influencer marketing

• The power of automation in marketing

• The Pirate funnel

• Retention marketing strategies

• The role of loyalty programmes

• Retention channels

• Evolution of conversational commerce

• Core elements of conversational commerce

• Typical digital levers for conversational AI

• AI agents

• Pitfalls of conversational commerce

• Objectives and Key Results (OKRs) in digital marketing

• Digital analytics - Key KPIs: The Touchpoint Flow Approach

• Biases in measurement

• Measuring the success of social media campaigns

• Predictive CLV

• The importance of digital experiments

• The difference between correlation and causation

• Incrementality testing

• SEO analytics

• Social analytics

• Web analytics

• Google Analytics 4

• Behavioural analysis

• Attribution modelling

• Conversion modelling

• The COMPASS framework for digital strategy

• Executing the digital marketing plan

• Monitoring and seasuring campaign performance

• Learning and growing from campaigns

• Applications of robots in marketing

• The impact of the Internet of Things (IoT) on marketing

• Drones

• Blockchain and its application in marketing

• The Impact of Virtual Reality (VR) on marketing

• Content generation with AI

• Personalisation and customer

• AI-driven visual marketing

• AI-powered chatbots

• Data-driven decision making with AI

• Ethics and privacy in AI marketing

Capstone Project

The ISB Online Digital Marketing and Analytics Programme builds expertise in SEO, SEM, social-media marketing, content strategy, CRM automation, and analytics. You will develop hands-on skills in using industry trending tools, performance dashboards, and attribution models while mastering AI-driven personalisation and data-based decision-making. There will be real-world case studies, simulations, hands-on activities and a capstone project strengthen your portfolio and ability to design measurable, ROI-focused digital campaigns.

Yes. This digital marketing course integrates AI and Generative AI modules that teach learners the applications and tools for content creation, market research, and campaign automation. Live masterclasses focus on AI-powered social media marketing, display advertising, blogs, email marketing and more, helping you understand how emerging AI technologies enhance customer engagement and optimise marketing performance.

This ISB Online programme acts as a career accelerator for marketing professionals. It helps you move from executing individual campaigns to managing end-to-end digital strategies driven by analytics and AI insights. You will learn to optimise campaigns, plan budgets, analyse data, and lead marketing projects that deliver measurable business growth. On completion, you earn a verified ISB Online Certificate and join the esteemed ISB Online Network, enhancing credibility and career prospects across global digital-marketing roles.

After reviewing the information on the ISB Digital Marketing and Analytics Programme landing page, we recommend you submit the short form above to gain access to the programme brochure, which includes more in-depth information. If you still have questions on whether this programme is a good fit for you, connect with our programme advisor at +919211976640 or please email support.india@emeritus.org, and a dedicated programme advisor will follow-up with you very shortly.

The ISB Digital Marketing and Analytics Programme is designed for working professionals, marketing managers and entrepreneurs who want to learn AI and data-driven marketing. Graduates and professionals from any discipline can enrol to gain expertise in digital marketing, analytics, SEO, SEM, social media, and Generative AI applications in digital marketing. The programme’s practical approach, simulations, live projects and masterclasses make it ideal for anyone seeking to upgrade skills or transition into a digital marketing leadership role.

The ISB Online Digital Marketing and Analytics Programme stands apart through its balanced focus on strategic thinking, analytics, in-demand tools and technologies like AI and Generative AI. The curriculum integrates marketing fundamentals with campaign management, data analytics, automation, and customer insights, ensuring both conceptual depth and practical application. You will engage with real-world case studies, simulations, and live interactive masterclasses that connect theory to measurable business outcomes. The programme’s credibility, academic rigour, combined with flexibility for working professionals, makes it a distinctive learning experience designed to build analytical and leadership skills in the digital marketing domain.

The ISB Online Digital Marketing and Analytics Programme is delivered entirely in an online, faculty-led format designed for working professionals. Learning takes place through recorded video lectures by globally renowned ISB faculty, live masterclasses with industry experts, and interactive discussions with programme leaders. Participants also gain practical exposure through hands-on projects, business simulations, and case studies. The flexible online structure allows learners to balance professional commitments while accessing high-quality academic content, peer learning, and mentorship from anywhere in the world.

The ISB Online Digital Marketing and Analytics Programme will have live online masterclasses conducted by industry experts and office hours doubt clearing sessions by programme leaders. While ISB faculty do not take live sessions, participants engage in weekly interactive sessions led by programme leaders who provide doubt-clearing, practical insights, and case-based discussions. You will attend live masterclasses on trending topics like Google Ads, AI, Generative AI, and data-driven marketing, offering an industry-relevant and applied learning experience.

This AI-powered digital marketing course helps you develop the skills to apply AI and Generative AI in digital marketing, covering areas such as AI-driven content creation, personalisation, analytics, and automation. Completing the programme equips you with a strong foundation to integrate AI tools, strategies and applications into digital marketing campaigns, enabling you to take on more structured, data-driven, and AI-enabled marketing decisions.

Participants must receive 70% to pass and obtain the certificate of completion and be a part of ISB Online Network. Each programme includes an estimated learner effort per week, so you can gauge what will be required before you enrol. This is referenced at the top of the programme landing page under the Duration section, as well as in the programme brochure, which you can obtain by submitting the short form at the top of this web page. All programmes are designed to fit into your working life. You must complete the required activities to pass and obtain the certificate of completion. Some programmes include a final project submission or other assignments to obtain passing status. This information will be noted in the programme brochure. Please contact us at +919211976640 or mail at support.india@emeritus.org if you need further clarification on any specific programme requirements.

Upon successful completion of the programme, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the programme, once grading is complete.

You will have access to the online learning platform and all the videos and programme materials for 12 months following the programme start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

You will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts. Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access programme content from a desktop, laptop, tablet, or mobile device. Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

Yes, the flexible payment option allows a participant to pay the programme fee in instalments. This option is made available on the payment page and should be selected before submitting the payment. Please reach out to your programme advisor at +919211976640 or email us at support.india@emeritus.org.

1. If a participant faces severe challenges in dedicating time to study the programme or has personal medical issues, a participant may request to defer the enrolment to another cohort of the same programme.

2. The participant must request to change to a future batch within 30 days after the programme commencement.

3. A participant may request a one-time deferral to the next available cohort of the same program. Such deferral is contingent upon and subject to:

   • Programme and batch availability at the discretion of the Institute and Emeritus

   • Approval of a valid deferral request with the supported document.

   • Payment of all pending programme fees as per the original programme scheduled date or Payment of the applicable non-refundable deferral fee as set forth under point (v).

4. The participant must write the deferral request to support.india@emeritus.org, specifying the reason for deferral with supporting documents.

5. The deferral request with reasons and supporting documents shall be passed on to the Institute, who reserve the absolute right to approve or deny such requests, at its discretion.

6. Participants may be offered a deferment under the condition that they pay the full fees as per the original payment plan. Once the payment is completed, the deferment will be processed. However, if a participant wishes to defer the payment plan as well, they will be required to pay the fee, collectively referred to as the "non-refundable deferral fee" of Rs 10,000 + taxes for certificate courses and Rs 20,000 + taxes for senior executive programmes, along with the programme fee differential amount between the two cohorts.

7. For the payment plan deferment option, the participant will have 5 (five) business days to pay the deferral fee from the date of deferral approval by the Institute, after which the deferral approval will expire, and the participant will continue in the current cohort. For clarity, until the full payment is received, the participant will remain in the current cohort.

8. Upon payment of the non-refundable deferral fee mentioned under point (v), Emeritus will process the deferral request, and the participant's access to the current cohort will be disabled. Accordingly, the participant must start the programme in the new cohort from the beginning.

9. The deferral request can only be considered when the current cohort the participant is enrolled in is ongoing. A deferral request shall not be entertained if the currently assigned cohort is completed or after the programme end date.

10. It is the participant's decision to defer the programme to another cohort. It is important to note that

    if the programme is discontinued after deferment for any reason, the programme fee will not be refunded to the participant