Professional Certificate Programme in Digital Marketing

• Module Overview

• Problem Formulation and Marketing Context

• Prospect Theory and Implications for Marketing

• Customer Lifetime Value (CLV)

• Exposure, Perception and Memory

• Understanding Customers and Their Journey: Overview

• Changing Consumer Behaviour

• Network Effect and Its Types

• The Digital Marketing Process

• Targeting Decisions

• User Personas

• Building a User Persona

• The Digital Marketing Funnel

• Strategies for the Digital Marketing Funnel

• The Digital Marketing Funnel: Netflix Example

• Module Overview

• Introductory Factor Analysis: Matrices for Data Factorisation

• Factorising Data

• Factor-An Navigation Video

• Toothpaste Dataset Example

• MTCARS Dataset Example

• OTT Genres Dataset

• Module Overview

• Introduction to Branding

• Brand Design and Style Guide

• Brand Designing Content Guide

• Brand Designing Visual Guide

• Introduction to Online Reputation Management (ORM)

• Social Media Listening

• ORM Implementation

• ORM Monitoring

• ORM Prevention

• Role in Digital Marketing Strategy

• The POEM Framework

• Integration of Content Marketing in Website Design

• Content Marketing Strategies Across Digital Channels

• Website Design: Best Practices

• Website Navigation and Information Architecture

• Content Creation and Optimisation

• Predictions for the Future of Digital Content

• Content Marketing and Website Optimisation: Summary

• Social Listening

• Netflix's Digital Marketing Strategy

• Social Media Advertising in India

• Driving Social Media Performance in India

• Measuring and Optimising Social Ads in India

• Influencer Marketing: Overview

• Changing Trends in Standard Marketing Techniques

• Types of Influencers

• Platforms for Influencer Marketing

• Types of Influencer Marketing Campaigns

• Successful Influencer Partnerships: India Examples

• Implementing Influencer Marketing Strategy

• Choosing the Right Influencers for Your Brand

• Future of Influencer Marketing

• Module Overview

• Email Marketing Basics

• Email Marketing: Tools and Simulation

• Automated Email/Drip Email

• Email Marketing Best Practices and Metrics

• Email Marketing Terminologies and Metrics

• Email Design Best Practices and Metrics

• Module Overview

• Introduction to Search Engine Optimisation (SEO)

• On-Page SEO Optimisation

• Content Marketing Technology

• On-Page SEO Tags Optimisation

• On-Page Technical SEO

• Off-Page SEO: Backlink Concepts

• Off-Page SEO - Link Building Submission-Based Techniques

• Off-Page SEO - Link-Earning Techniques

• Off-Page SEO - Competitive Analysis

• Local SEO

• Google Algorithms

• Google Webmaster Tool

• Module Overview

• Introduction to Search Engine Marketing (SEM)

• Overview of Google Ads

• Google Ads

• Google Ads Campaign

• Keyword Planning and Its Significance

• Adding Keyword Match Types

• How Is Ad Position Determined?

• Ad Types

• Ad Extensions

• Remarketing

• Leveraging Opportunities

• Module Overview

• Mobile Marketing

• SMS Marketing

• WhatsApp Marketing

• How to Drive App Downloads

• Need for Mobile Responsive Website

• App Store Optimisation

• App Analytics Tools

• Growth Hacking and Its Strategies

• Lean Framework for Growth Hacking

• Common Growth Hack Strategies

• Growth Hacking Tools

• Module Overview

• Digital Marketing Experimentation with A/B Testing

• Multi-Channel Attribution Problem

• A/B Testing App Navigation Video

• Module Overview

• Clustering of Data

• Segmentation with R Apps: Preliminaries and Examples

• Segmentation App Navigation Video

• Cluster-Analysis on Your Survey Data

• Conceptual Clarifications on Cluster Analysis

• Recency, Frequency, Monetary (RFM) Analysis

• RFM-CLV App Navigation Video

• Text Analytics: Example

• Text Analytics: The Why and How

• Basic Text-An App Navigation Video

• Basic Text-An Example: Airline Tweets Analysis

• Sentiment Analysis

• Sentiment Analysis App Navigation Video

• CRM and Automation: Introduction

• The Power of Automation in Marketing

• Why Retention Matters: Understanding the Pirate Funnel

• Retention Marketing Strategies

• The Role of Loyalty Programs

• Retention Channels

• Campaign Types and Retention Marketing

• CRM and Automation: Key Takeaways

• Module Overview

• Latent Topic Modelling

• Applications of LTM

• LTM App Navigation Video

• Introduction to Recommendation Systems, Social Networks and Affiliation Spaces

• Keyword Filtering App Navigation Video

• Module Overview

• Web and its Evolution

• Evolution of Web: Web 1.0

• Evolution of Web: Web 2.0

• Evolution of Web: Web 3.0

• How Web 3.0 Changes Marketing

• Web 1.0: Key Characteristics

• Computational Advertising in Web 1.0

• Auction Engine for Ad Placements

• Inbound Marketing in the Context of Web 1.0

• Module Overview

• Social Web

• Noise in Social Media

• Understanding the Structure of Social Network

• Understanding Network Structure Through User Attributes, Behaviour and Content

• Social Content Analysis

• Strategising Social Advertising

• Module Overview

• Characterising Network Structure

• Advanced Social Web Applications

• Inbound Marketing in the Context of Web 2.0

• Web 3.0: Characteristics

• Content Generation and Content Consumption by the Machine Agents

• Digital Marketing Strategies for Web 3.0

• Module Overview

• What Is Media Planning?

• Digital Media Vehicles

• Media Plan Creation

• Media Planning Objectives

• Media Buying Models

• Media Planning Process

• Media Plan Optimisation Techniques

• Module Overview

• The COMPASS Framework for Digital Strategy

• Context: Setting the Foundation

• Objective: Setting Clear Goals

• Method: Objective to Strategy

• Plan: A Roadmap for Execution

• Action: Executing the Digital Marketing Plan

• Surveillance: Monitoring and Measuring Campaign Performance

• Scrutiny: Learning and Growing from Campaigns

• The COMPASS Framework: Key Takeaways

• Emerging Technologies in Digital Marketing: Overview

• Role of New Technologies in Transforming Marketing and Digital Environments

• Applications of AI in Marketing: Examples

• Generative AI and the Future of Marketing and Consumer Behaviour

• Introduction to Robots

• Applications of Robots in Marketing

• The Impact of Internet of Things on Marketing

• Drones

• Blockchain and Its Application in Marketing

• The Impact of Virtual Reality on Marketing

• The Flip Side of Using New Technologies in Marketing

• Emerging Technologies in Digital Marketing: Summary

• Generative AI in Digital Marketing: Overview

• Content Generation with AI

• Personalisation and Customer Segmentation

• AI-Driven Visual Marketing

• AI-Powered Chatbots and Conversational Marketing

• Data-Driven Decision Making with AI

• Ethics and Privacy in AI Marketing

• Future Trends in Generative AI and Marketing

Capstone Project (Modules 24-25)

Yes, the programme includes modules on AI and Generative AI in digital marketing. It covers how to use AI and GenAI for campaign optimisation, automated content creation, personalisation, and performance tracking. It also explores how AI is shaping SEO, paid media, and user engagement in modern marketing.

Absolutely. The programme is designed for beginners, career switchers, entrepreneurs, functional heads and professionals from any background. You don’t need prior marketing or coding experience, just a willingness to learn and apply digital marketing concepts and tools.

You will learn SEO, paid media (Google Ads, Meta Ads), content marketing, email marketing, customer journey mapping, GenAI tools and applications for content and automation, campaign measurement, CRO, and marketing analytics along with hands-on projects and simulations. For more details check out the programme brochure.

This programme combines academic depth from ISB with real-world applications. It stands out for its focus on AI and Generative AI in marketing, hands-on tool usage, globally renowned ISB faculty, live masterclasses with industry leaders, and credibility of an ISB certificate and ISB Online Alumni status—all in a structured 25-week format.

The programme is designed to provide flexible learning given the time constraints of working professionals and contains high-quality pre-recorded videos with globally renowned faculty from ISB. The programme cutting-edge modules and live masterclasses on the application of GenAI in digital marketing, assignments, quizzes, a capstone project, Stukent Mimic Pro Simulation, 20+ digital marketing tools and optional certifications in Google Ads, Google Analytics, HubSpot a more for a hands-on experience, and live office hours with programme leaders for doubt resolution and discussions.

The programme has been designed with your busy schedule in mind. You will be required to commit no more than four to six hours per week, enabling you to benefit from this transformative programme while fulfilling your day-to-day work responsibilities. This makes it an ideal part-time digital marketing course for working professionals.

Participants must receive 70% to pass and obtain a certificate of completion and gain ISB Online Alumni Status. The 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 isb.online@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 from ISB Online. 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. The certificate is globally recognised and highlights your expertise in AI-powered digital marketing.

You will gain the ISB Online Alumni Status and get access to all the benefits that it offers. You can read about the benefits on our landing page.

There are live masterclasses (Google Ads, ChatGPT, GenAI in SEO, SEM, Meta, Google Analytics, content creation, social media marketing, influencer marketing, market research and more) with industry experts and doubt-solving sessions, also called Emeritus office hours with programme leaders. There are no live sessions with ISB Faculty.

After reviewing the information on the 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, please email isb.online@emeritus.org, and a dedicated programme advisor will follow up with you very shortly.

Participants 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.

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 live-streamed webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

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