true digital marketing...

a w i n d o w t o t h e w o r l d o f S T R U C T U R E D D I G I T A L M A R K E T I N G

TRUE DIGITAL MARKETING MASTERCLASS

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h e l p @ d i g i t a l m a r k e t i n g u n i v e r s i t y . c o m

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W H Y I T I S C O N S I D E R E D T O B E T H E W O R L D ' S M O S T S T R U C T U R E D D I G I T A L M A R K E T I N G C O U R S E ?

True Digital Marketing MasterClass is different and more effective because of the structure and discipline we bring into the overall learning methodology and the content.

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And we also get the positive superlative feedback as we are deeply in Love with Digital, we have mastered the art of making you learn faster than any other course by putting the right structure and excitement in the course. Being an Indian company/individual we score very high on the digital mix, we are practical, we do it every day, thus we know what works and what not. This is the core reason that International market gives us house full sessions one after the other.

In Exeter, we were the last training to enter in, just 2 weeks before, they said, “We can’t promise you how many people can attend as people have already made their choices’, the final outcome: “We were the largest attended session of the day followed with public testimonial and buzz”. The event organizers want us again this year. With UPH.edu, the previous Indian trainers failed them in digital marketing and now we have completed our 4th batch, all with superly excited testimonials.

At IIFT, many have shifted their career to Digital. We are passionate and deeply in love with digital marketing, not teaching digital marketing but helping people learn and execute digital marketing.

STRUCTURE is what we have enabled in our curriculum and SLTS is bringing in the DISCIPLINE to make you market ready in every aspect.

This is where we are really good at, we view the subject in a structure that helps you consolidate more knowledge to produce wisdom (actionable). There are many who learns but are not confident about the subject, the reason, they know the leaves, they don’t know the braches these leaves are supposed to be associated with.

D I S C I P L I N E & C R E D I B I L I T Y

T R U E D I G I T A L M A R K E T I N G M A S T E R C L A S S I S F O R P R O F E S S I O N A L S W H O W A N T T O T A K E A L E A P F R O G B E F O R E T I M E A N D E S T A B L I S H T H E M S E L V E S A S H E A D S O F D I G I T A L M A R K E T I N G F O R P R O M I N E N T B R A N D S I N I N D I A A N D O V E R S E A S

S T R U C T U R E & K N O W L E D G E

The course curriculum is prepared under the

guidance of Prof Ranjan Das, Chairman - TSA, and

Professor of Strategy, Innovation, Entrepreneurship

and Leadership, has a total 42 years of experience.

The course is designed by Aji Issac Mathew who is an

Entrepreneur and Digital Strategist based out of India.

After his first year at AIMK, Aji opted out of

placements to join a web startup.

IIMC Professor, Founder TSA 42 years in academics

PROF RANJAN DAS

CEO IndusNet TechShu 15 years in digital marketing

MR. AJI ISSAC MATHEW

20 years in the industry during which Prof Das has

been associated with companies on senior

positions in the management team.

22 years of teaching, training, research and

consulting as a Professor of Strategic

Management at IIM Calcutta

10 years as an Academic and Social Entrepreneur

engaged in setting up India’s FIRST and only one

100% LIVE DIGITAL Academy named The

Strategy Academy.

In last 15 years, Aji has helped over 500 small and

large enterprises globally to leverage the power

of digital.

He has trained and guided the entire digital

marketing team of HP.

Aji is a guest lecturer of Digital Marketing at IIFT,

India and UPH, Indonesia.

He is the speaker at the Ideas Festival Exeter,

Digital Festival Cardiff, and has been a part of

several other conferences.

[email protected]

We are a full-service software development and digital marketing agency with a

strength of 750+ people, we have channel experts (horizontal team) and project

execution team (vertical team), you get almost all services guided by experts under

one roof. The ones we don’t execute, we find right partners for it. We understand

your business and coordinates with different verticals to get the work done.

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T H E C O M P A N I E S B E H I N D T H E K N O W L E D G E S T R U C T U R E

I N D U S N E T & I N D U S N E T T E C H S H U

The seats for the scholarship is limited to 10 per batch. 50% of the course fees are

sponsored by Indusnet Technologies, IndusNet TechShu and partner companies until

March 1st, 2018.

2018

SLTS based Programs has been delivered to more than 50 companies in India and

abroad for L&D transformation. Few of the key partners:

The Strategy Academy was set up in 2008 by Prof Ranjan Das, an IIMA alumni, and

prof at IIMC with over 42 years of experience in academics. TSA is a knowledge-

based Professional Service Organization based out of India and has worked with over

50 companies and institutions worldwide to deliver programs. You can understand

more about SLTS from the videos below:

SLTS is a product of

[email protected]

How does the SLTS methodology work?

https://www.youtube.com/watch?v=Q_kyUI_YBD0

How did you become an entrepreneur at 60?

https://www.youtube.com/watch?v=_VBXlfqWrHQ

T H E C O U R S E W I L L B E D E L I V E R E D O N S L T S

P E O P L E O F T E N U S E “ S U P E R L A T I V E ” T O E X P L A I N T H E I R L E A R N I N G .

T H E O V E R A L L C O U R S E S T R U C T U R E I S A D O P T E D A N D I M P L E M E N T E D B Y M A R K E T E R S G L O B A L L Y , H O W E V E R , I T H A S B E E N C U S T O M I Z E D W I T H R E S P E C T T O I N D I A I N 2 0 1 7 .

[email protected]

S A L I E N T F E A T U R E S

Business KPIs, Marketing KPIs & Digital Marketing KPIs – Getting the top view right

Digital Marketing and Execution fundamentals

Digital in Business, phase of business & why it matters

Business level communication & Digital (Positioning, Values, Decision Makers, Creative guidelines)

How to Put the rough objectives and goals (OKR based)

Redefining goals with respect to goal tenure, target group, market, digital assets, customer journey, layers of

investment, budgeting etc

Understanding Organic & Branding channels

Channel Strategy & Business KPI view - PPC (Adwords), Social Media Ads, Social Media Updates, Email Marketing,

Campaigns, Landing Page & CRO, Mobile Marketing, Analytics, Content Marketing etc. Detailed course outline in

Appendix I

01 Course Highlights

The program will be delivered through SLTS - an extremely flexible 2-way interactive online platform.

TDMM will be a participant-centered learning process rather than lecturing by the faculty

Sessions can be attended by participants from anywhere [India/world] on a real-time basis

For candidates who miss a session, will be provided recordings of the lecture

A participant can earn certificate of completion once the 20 hrs course is complete but will be granted the honors

certificate only if they pass the TDMM exam

The course is designed for digital marketing enthusiasts having an experience of above 2 years in any domain.

The participant with a TDMM Certificate is automatically eligible for the first round of interview with the partner

companies.

02 Extremely Flexible

Process driven with TWIN emphasis on [a] learning both knowledge and how to apply it in a specific situation and

[b] transformation of behavior

SLTS deploys a special 5-way learning process. This process has built-in time and sub-processes that help in

assimilation and absorption of knowledge and how to apply acquired knowledge in real life situations

The course will have a 7 level multi-element assessment on the lines used by top business schools in India

80% attendance is compulsory for lectures and 100% for hands-on exercises

The candidates can re-take the final exam only 3 times in 6 months post completion of the course.

The course materials shared during and after the course is not meant for use outside the TDMM community as it

will be designed as per the qualifier test results.

03 Highly Disciplined

The course modules, models, worksheets have been delivered to prominent business schools in India, the UK,

Indonesia and the USA.

15 years of digital marketing hands-on experience with 1000+ projects delivered across business domains

The instructor has trained and guided the entire digital marketing team of HP

The Instructor is leading Eastern India’s largest digital Marketing agency with a team of 750+ people

The course entails 30% hands-on exercises, 40% lectures, 10% evaluation and 20% class participation

50% of the digital structures you will learn has been a game changer for several businesses.

04 Learning Approach

[email protected]

The course fee is INR 40,000 including GST. But until March 1st, 2018 candidates will get 50% scholarship on their

total fees. GST of 18% would be additional.

The fees include tools, worksheets, additional reading materials, Digital Insights 2018 report etc.

The seats for the scholarship is limited to 10 candidates per batch.

The fees need to be paid through NEFT or cheque. Payment details below:

Name: Indusnet Techshu Digital Pvt.Ltd.

Bank Name: ICICI BANK LTD

Account No. 105605003498

RTGS/IFS Code: ICIC0001056

05 Fees and Scholarships

Batch will start on March, 17th 2018. A candidate can opt for either Weekday or Weekend batch

Weekend batch timings at 4 PM - 6 PM on Saturday and 11 AM - 1 PM on Sundays.

Weekday batch timings at 8 PM - 10 PM on Mon/Tue and 8 PM - 10 PM on Wed/Thu.

Participants are not allowed to switch batches in any case.

Total 20 hours of interactive lectures

10 hours of reading and learning each week

Total 5 case studies each week to understand each chapter

Additional 2.5 hours have been allotted for quizzes

1 hour of Q&A options every week for the candidates

1 hour has been allotted for the DMM Final Exam

06 Session Timings

C o u r s e O u t l i n e


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C A R E E R O P T I O N S Y O U C A N C H O O S E A F T E R C O M P L E T I O N O F T H I S C O U R S E . T H E D E S I G N A T I O N S A R E S U B J E C T T O T H E C O M P A N Y ’ S H U M A N R E S O U R C E S T R U C T U R E . H O W E V E R , T H E J O B R E S P O N S I B I L I T I E S R E M A I N T H E S A M E .

Salary: 45k-70k

After 3 years of experience

VP Digital Marketing

Salary 65k to 100k

D I G I T A L M A R K E T I N G S T R A T E G I S T W h o c r e a t e s a n d o v e r s e e t h e e x e c u t i o n o f a p l a n t h r o u g h s p e c i f i c i n i t i a t i v e s t o m e e t t h e

o b j e c t i v e s o f t h e s t r a t e g y

Salary: 30k-40k


Director Social Media Marketing

Salary 45k to 60k

S O C I A L M E D I A M A N A G E RW h o c r e a t e s a n d m a i n t a i n n e w m a r k e t i n g

c a m p a i g n s , b r a n d p r o m o t i o n s o r p r o d u c t l i n e s f o rt h e c o m p a n y o n d i f f e r e n t s i t e s , m o n i t o r p r o g r e s s

u s i n g w e b a n a l y t i c t o o l s .

Salary: 35k-50k


Director of Paid Media

Salary 50k to 65k

P P C M A N A G E RW h o a s s i s t s w i t h t h e c r e a t i o n , o p t i m i s a t i o n a n dr e p o r t i n g f o r P P C c a m p a i g n s a s d i r e c t e d b y t h e

M a r k e t i n g T e a m .

Salary: 25k-33k


Media Relations Director

Salary 40k to 55k

M E D I A R E L A T I O N S C O O R D I N A T O RW h o i s r e s p o n s i b l e f o r d e v e l o p i n g a n d m a i n t a i n i n gt h e p u b l i c i m a g e s o f t h e i r c l i e n t s o r o r g a n i z a t i o n s

w h i c h i n c l u d e s i s s u i n g a n d p r o m o t i n g p r e s s r e l e a s e s .

Salary: 20k-30k


Content Marketing Manager

Salary 35k to 50k

C O N T E N T M A R K E T I N G E X E C U T I V E W h o o v e r s e e s t h e c o n t e n t p r e s e n t e d o n w e b s i t e s

a n d b l o g s , a n d m a y a l s o b e r e s p o n s i b l e f o rc r e a t i n g , e d i t i n g , p o s t i n g a n d u p d a t i n g .

Salary: 18k-25k


Content Marketing Manager

Salary 35k to 50k

O N L I N E R E P U T A T I O N E X E C U T I V EO R E s h e l p c o m p a n i e s i n c r e a s e t h e i r o n l i n e p r e s e n c eb y i n c r e a s i n g p o s i t i v e r e v i e w s , h e l p i n g t o s u p p r e s s

n e g a t i v e r e v i e w s .

Remuneration depends on how many projects are

undertaken. After few years of exposure,

freelancers set-up their own marketing agency

F R E E L A N C E D I G I T A L M A R K E T E R W h o : C r e a t e s a n d o v e r s e e t h e e x e c u t i o n o f a p l a nt h r o u g h s p e c i f i c i n i t i a t i v e s t o m e e t t h e o b j e c t i v e s

o f t h e s t r a t e g y .

Salary: 25k-35k


SEO Specialist

Salary 35k to 50k

S E O M A N A G E RD e v e l o p i n g a n d i m p l e m e n t i n g e f f e c t i v e s e a r c h

e n g i n e o p t i m i z a t i o n ( S E O ) s t r a t e g i e s . C o o r d i n a t i n gc o n t e n t , d e s i g n , s m , p a y - p e r - c l i c k ( P P C ) a n d o t h e r

a c t i v i t i e s .

[email protected]

Defining a business with 4 core stakeholders and digital’s role in it

Why the old digital teams and approach will not work – Why Digital can’t create success anymore. Digital then and

now

Why part of business is important and how it reflects the passion, it is important for marketing these days. What is

the core business idea? What is the value addition to end customer? What TG will benefit the most? Why the

customer should prefer us over others. (10 Mins)

The marketing equation & Different phases of marketing and its cost (Organic growth and paid ads) (10 mins)

Customer feasibility? Will customer find it valuable? (10 Mins)

Financial Feasibility? How much are customers ready to pay? How much will it cost to produce it or operation cost?

Is it making sense financially? Is it already tested (10 mins)

Is it easy to produce? Resource feasibility?

Society Feasibility? How much is this critical?

Marketing Feasibility? What phase is the industry? Competition? Core elements one should look for. Barriers to

entry? USP? What should be the route for marketing?

UGC

Case Studies: Business model – Uber London, Rain and Weather app

Business KPIs, Marketing KPIs & Digital Marketing KPIs – Getting the top view right

01

Fundamentals of execution (goals, top tasks, dashboard and reviews)

Reading: 4Ds of Execution

Example of a project with goals, tasks, dashboards and reviews

Digital Marketing and Execution fundamentals 02

% offline - % online – from manufacturing to SAAS

Startup to Scaleup? Marketing phase changes

Examples

Digital in Business, phase of business & why it matters 03

[email protected]

What’s our “Why”, can we create one “Why” Story? Involve everyone

Change in the digital marketing landscape, good product is a must

Positioning – How we want people to perceive our company, brand or products, what are we positioning?

What colors and messages represent us – Creative guidelines & new age one

Marketing should never conflict with – Values, Positioning, Top Decision Makers, school of thought

UGC: Potato Ted by Ogilvy

Business level communication & Digital (Positioning, Values, Decision Makers, Creative guidelines)

04

What is the breakeven point for marketing? FTV & LTV basis for 100 clients.

- Examples

What are the business level goals for this year, next few years, next quarter, next month etc. What % is expected

from digital (Need the table).

When the goals are not clear, use objectives to derive at goals

How to set the right goals – Front view and rear view.

4 Levels of goals – Business Level, Asset Level, Channel levels and task levels

Let’s put some approx goals for digital marketing at all levels

- Examples:

- Exercise

How to Put the rough objectives and goals (OKR based) 05

Defining the goals is important. Short term or Long term? How many months to reach critical number and

sustainability?

Redefine goals #1: Short term, mid-term and long term goals

06

Is Short-term critical? Within 3 months

When you don’t need sales, you can work on organic and branding

What route should we take Paid, Organic or Branding?

- Competitor analysis for competitors

- Paid Ads Sustainability, Finding the breakeven point and feasibility?

- Organic SEO feasible?

- Is branding feasible?

Examples

Case Study

Exercise

[email protected]

What is Marketing from this context

Basic Definition

In General from awareness, consideration, selling, reselling, referrals along with improving product/services,

pricing, messaging, positioning etc.

How Digital plays role in each section.

Example: SnapDeal Advertisement, Trivago

5 TG

Understand segmentation to improve your chances of success

Segment inside out or outside in, that’s why budget doesn’t matter for digital

Digital Segmentation – will learn further

Can we further divide goals for each TG

Examples

Case Study:

Exercise

Redefine goals #2: Understand 5 TGs for Digital 07

4 types of market based on behavior

How to understand search market – 12 types of keywords

Profile or social market for each TG

Contextual market

6 types of consumption

4x6 table to understand market and consumption

Examples

Case Study:

Exercise

Redefine goals #3: Understanding 4 digital markets & 6 Types of consumption

08

Redefine goals #4: Understanding customer journey in any industry, role of digital & Call to action at different steps (CTAs)

09

3 type of product – Decision-Making time (Need funneling, branding) or Regular Products (Need Familiarity),

Interrupt product, Research-based product esp B2B. Different journey of customer

Digital and Journey of the customer

Different CTAs – Don’t just be a selfish seller, add value at all levels (if your product is good)

Where should we invest, new customer awareness, usability, consideration, buy, repeat buy, referrals

Examples

Case Study:

Exercise

Redefine goals #5: 7 Layers of investment – assets, maintenance, enhancers, hygiene, paid, organic & branding

10

Assets & Asset Maintenance - % of investment as per goal, TG & market

Enhancers - % of investment

Investment on Hygiene

[email protected]

Investment on Paid Campaign

Investment on Organic Campaign

Investment on Branding Campaigns

Redefine goals #6: Reset the Goals & Budgeting – What budget is available and how much we will have invest on all the layers and based on that what goals can be taken.

11

Short Term

Mid Term

Long Term

All in one view - Digital Marketing Investment for the goals

12

Which Goals

Which TG

Which Market & Type of Consumption

Which phase of customer path

Which Asset

Which Channels

What Message

What Budget

Expected Results

Digital Strategy after investment & goals setting 13

Awareness Stack

Usability / Familiarity / Research Stack

Consideration Stack (CRO)

Buy Stack

Repeat Buy Stack

Referral Stack

Understanding Digital Assets 14

Asset Analysis – Self & Competitor

Web, Mobile, Social & Marketplaces

Website – UX, UI, Tech, Content for Sales, SEO

Mobile – UX, UI, Tech (Progressive Web App, Native Apps, Mobile Web, AMP)

Social Media

Marketplaces

[email protected]

Understanding Hygiene 15

Why Hygiene, how much to invest

Assets Content – Dress like your customer

Assets Security

Assets performance – Speed, Latest tech

Consistency

Adapting to the latest one

Understanding Paid Channels across 4 markets 16

Which Paid Channel to invest, finding right CPC & feasibility along with market size

Search Market + 5 Consumption

- Adwords

- Video Ads on YouTube

- App Ads

Profile Market + 5 Consumption

- FB Ads

- LinkedIn Ads

- Twitter Ads

- Instagram Ads

- Other Social Ads

Contextual Market + 5 Consumption

- Context + Profile ads on Display (Adwords)

- Rich Media Ads

- Media Buying

YouTube Ads Display

Marketplace

- Amazon Ads,

- Indian Marketplace Flipkart Ads’

- Directory Ads

Understanding Organic & Branding channels 17

Which Organic channel to invest, finding the feasibility

Search

- Universal Search Optimization

- SEO on Google

- Video optimization

- Image Optimization

Profile or Social

- Influencers

- Social Media

Contextual

- Content Consolidation

Marketplace

- Marketplace optimization

[email protected]

Understand regular improvement A/B testing at all levels

18

Going Deep Level 1 19

For Deep Level 2 Channels – Check for special courses

What is Deep Level 1

Deep Level Guides & Business KPI view – SEO 20

What is SEO

How SEO Work

KPIs

Top Strategy points

Top Tools

A rough plan

UGC

Exercise

Channel Strategy & Business KPI view - PPC (Adwords)

21

Channel Strategy & Business KPI view - Social Media Ads

22

Channel Strategy & Business KPI view - Social Media Updates

23

Channel Strategy & Business KPI view - EmailMarketing

24

Channel Strategy & Business KPI view - Campaigns 25

Channel Strategy & Business KPI view – Landing Page & CRO

26

[email protected]

Channel Strategy & Business KPI view – Analytics 28

Channel Strategy & Business KPI view – Content Marketing

29

Others Pointers 30

Channel Strategy & Business KPI view – MobileMarketing

27

Building Brand Digitally

Startups and Digital Marketing

Big Data and Digital

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S e s s i o n T i m i n g s f o r t h e c l a s s o f

M a r - A p r 2 0 1 8


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[email protected]

1. Total 20 hours of interactive lectures 2. 10 hours of reading and learning each week 3. Total 5 case studies each week to understand each chapter 4. Additional 2.5 hours have been allotted for quizzes 5. 1 hour of Q&A options every week for the candidates 6. 1 hour has been allotted for the DMM Final Exam

C l a s s S t a r t D a t e : 1 7 t h M a r C l a s s E n d D a t e : 1 3 t h A p r E x a m D a t e : 2 1 s t A p r

1-4

17th Mar - 23rd Mar

5-8

8-13

17th Mar - 23rd Mar

24th Mar - 30th Mar

[email protected]

14-20

21-30

Exam date for DMM Final Exam is 21st Apr and the results will be announced on 24th April 2018. The candidates will receive the soft copy of the certificate on 24th Apr and hardcopy will be delivered to them in the following week. For any further queries, connect with the program coordinators. For any further query, connect with Uttam at +91-9830828822 / [email protected]

31st Mar - 6th Apr

7th Apr - 13th Apr

How is the course curriculum different from others? The digital structures you will learn in this course has not been exposed to the public yet. However, it has been a game changer for businesses worldwide.

What certificate will I get after completion of the course? After completion of the course and the exam, you will be rewarded a certificate from The Strategy Academy and IndusNet TechShu Digital Services.

Will this course prepare me for any external certification courses?

Yes, the course coordinators will assist you on how to prepare and qualify for all Google, Facebook and HubSpot certifications.

How much time do I need to spend to get the best outcomes?

Except for weekly sessions, this program would require 6-8 hours of homework per week, which is flexible and depends on how much time you can devote for case studies and exercises. The rest hours of engagement would be a mix of industry projects, webinars and mentoring sessions.

What is the role of The Strategy Academy?TSA is bringing in the discipline of IIMs and the learning methodology into the program. Also, TSA and Prof Ranjan Das are a well-known name in the ecosystem. Hence, the collaboration will be valuable for the candidates in numerous ways.

What kind of career support will I get from this course?Our host of Industry Partners would receive the detailed profile and program performance reports of our candidates. On that basis, they would assess most suitable candidates and extend job opportunities to the best performers. Candidates who qualify the certification exam are also eligible to sit directly for the HR round of interview at Indus Net, Indus Net TechShu.

Connect directly with the program coordinators at

Sean: +91-9804576928 Uttam: +91-9830828822

true digital marketing...

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