Executive Programme in Digital Marketing (CoP)


About Course

This program is intended for executives or teams of professionals employed in marketing, advertising, branding, communications or sales that want to gain skills of engaging in marketing on the web using latest digital marketing techniques. It is also suitable for individuals seeking to employ digital marketing to advance their individual careers. 
The scope of this course is digital marketing – that is, what is commonly known as internet marketing as well as mobile marketing. There are two equally important objectives of the course: 

 To gain an in-depth understanding of what constitutes digital marketing and appreciate the skills required to run a digital marketing program, and 

 To understand the role of digital marketing in the larger context of marketing, business and industry and appreciate the strategic use of it as a measurable, actionable and effective marketing program. 

With these two objectives, students will acquire the skills and the perspectives to think strategically and achieve specific marketing goals using digital marketing, like customer acquisition, loyalty, brand building, market entry, customer insight, new product development and content generation.
By the end of this course, students will have had the opportunity to:

 Understand the basics of digital marketing

 Develop a comprehensive digital marketing strategy

 Be exposed to how to use new media such as mobile, search and social networking

 Know the measurement techniques used in evaluating digital marketing efforts

 Learn the importance of ongoing reading and following of industry publications given the dynamic and rapidly changing digital landscape

 Understand and know the ethical and legislation impacting digital marketing


Who Should Attend

 Interns or early professionals who want to enhance their knowledge in online marketing methods and want to know how to engage effectively with social media.

 Working professionals with roles in Sales, Marketing, Business Development, Branding, Advertising, Communications and Digital Marketing who have specific responsibilities to market their products and services worldwide through online medium. 

 Professionals in fields like Customer Relations, Product Development, HR, Consultation, PR etc. who have an increasing need to understand and employ social media marketing to increase reach and improve efficiencies.

 Business Heads with responsibility to identify innovative marketing channels and leverage social media for growth and outreach.   

 Entrepreneurs and Business Owners who have an ambition to create and establish their business presence globally through digital marketing.


The classes for this programme will be through LIVE lectures that will be beamed online via internet to student desktops/laptops or classrooms using Talentedge’s Direct To Device platform. The pedagogy will comprise of case studies, interactive sessions, project work and class exercises imparted by XLRI’s faculty in order to help participants gain the knowledge, understanding, and hands-on skills to immediately apply their learning in the workplace. Additionally, participants opting for Certificate of Completion will be assigned project work and presentations that will be evaluated by the Faculty in addition to providing individual feedback.

All participants will also be granted 24X7 access to Talentedge’s Cloud Campus comprising of learning aids, study materials, reference materials, assessments, case studies and assignments etc. as per the requirement of the programme. Students can chat real time with the professors during the live class and also post all other programme related queries offline on the Cloud Campus. 


 For Indian Participants - Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a recognized university (UGC/AICTE/DEC/AIU/State Government) in any discipline.

 Diploma Holders with relevant work experience may be considered on a case by case basis

 For International Participants - Graduation or equivalent degree from any recognized University or Institution in their respective country.

 For Indian and International Participants – Interns or Working professionals.

A minimum of 70% attendance to the LIVE lectures is a prerequisite for the successful completion of this programme. There may be are periodic evaluations built in through the duration of the course. These maybe in the form of a quiz, assignment, project or other objective/subjective assessments as relevant and applicable to the programme. The evaluations are designed to ensure continuous student engagement with the course and encourage learning. Participants who successfully complete the same along with the requisite attendance criteria and project work and presentation will be awarded a certificate of completion by XLRI. Participants who opt out of the evaluated exercises and project presentations and meet the requisite attendance criteria will be awarded a certificate of participation by XLRI.
Participants of this programme are provided the flexibility of choosing the type of certification they want to pursue right at the time of registration to the programme. 
On the payment of programme fees of Rs.70,000 + Tax and upon satisfying the requisite attendance and evaluation/certification criteria of the Executive Programme in Digital Marketing, participants will be awarded a certificate of completion issued by XLRI.
On the payment of programme fees of Rs.62,000 + Tax and upon satisfying the requisite attendance and participation criteria of the Executive Programme in Digital Marketing, participants will be awarded a certificate of participation issued by XLRI.


XLRI is one of India’s leading management school based in Jamshedpur, Jharkhand, India. Established in 1949 as the Xavier Labor Relations Institute, by Fr. Quinn Enright, XLRI is acknowledged as India's oldest business management school. 
XLRI with its single vision of Magis, i.e., pursuit of excellence, focuses on three areas: academic excellence, personal values and social concern. XLRI spares no effort to make its curriculum world-class and deliver it in the most effective manner. It constantly scans the developments in business and in society and tries to proact to meet the challenges. Its world-class faculty with its commitment and deep sense of service delivers the curriculum very effectively. 
Consistently being acknowledged as the Best “HR Course” in Asia–Pacific, it has also been recognized for its research acumen by the London Business School and is ranked among top 5 research schools in India cutting across management and technical institutes. For more details, visit www.xlri.ac.in 
XLRI features consistently among the top 5 business schools of the country. In 2012 XLRI was ranked No. 4 among top 75 B-schools in India across Private and Government sector by Outlook India. Among other rankings, it was ranked #5 by the 2012 edition of CNBC-TV18' s Top B-Schools in India, #4 by the Business Today 50 best business schools of 2012, #3 by Business World B Schools Unplugged. 
XLRI JAMSHEDPUR IS RANKED 3RD AMONGST THE MANAGEMENT INSTITUTES IN INDIA – According to the reports published by Business Today, India Today, Outlook and The Week on India’s Best B Schools 2014.

Course Benefits

 Opportunity to earn Certificate of Completion or Certificate of Participation from XLRI 

 Access to Online Simulation game for practical learning on Email marketing, SEO, SEM and Content Marketing.

 Knowledge imparted through case studies and class exercises to develop hands on skills that can be applied to practical scenarios.

 Course content and structure designed entirely by XLRI

 Lectures imparted by eminent faculty from XLRI and Industry experts.

 Fully online program with LIVE interactive lectures that provides a “real” classroom experience in a “virtual” environment.

 In the event that students misses the LIVE lecture, he/she can request “On Demand” access to the recorded session.

 Seamless technology that can transmit lecture videos effectively at home broadband connection of 512 kbps.

 User friendly and easy to use technology interface. No complicated hardware or software installations required.

 Virtual classrooms that allow for active interactions with other fellow students and faculty

 Convenient late evening classes to suit working professionals

 Students on our virtual social learning platform are provided access to course presentations, case studies and other learning aids and reference materials as applicable for specified courses.

 Students can raise questions and doubts either real time during the live class or offline through the Cloud Campus.


Introduction and understanding Digital Marketing Strategy

 What is digital platform

 How it is different from other medium

Keeping a Tab on Listening Digitally and learning

 Social Media marketing

 Content Marketing

Connecting with Audiences through Digital Channels and Search



 Email Marketing

Creating Value through Digital Interface

 Mobile Marketing

 **Project work and Presentations (Only applicable to students opting for Certification for Completion. Students will be formed into groups and will be given 10 minutes to present their project in front of the faculty. Real time feedback will be given.)


Course Schedule & Duration

Batch Number: DM-02-0316-02
Date of Course Commencement: Mid Mar 2016
Duration of the Course: March 2016 to Jul 2016
Schedule of Classes: Frequency: 2 Classes of 1.5 hrs each on Wednesdays and Saturdays from 08.00 p.m. to 09.30 p.m. IST
Program Fee
  For Indian Residents For International Students
Certificate of Completion Rs.62,000+taxes USD 1400
Additional Service Tax applicable for Indian residents


Payment and Installment Schedule

For Participants Opting for Certificate of Completion

  For Indian Residents For International Students
Registration Fee
Rs.25,000 + tax 
to be paid online at the time of submission of the online application form.
Last Date: 10 Mar 2016
USD 550 
to be paid online at the time of submission of the online application form.
Last Date: 10 Mar 2016
Installment 1
Through DD/PO/Online/Direct Account transfer
On or Before: 11 Mar 2016
USD 300
Through DD/PO/Online/Direct Account transfer
On or Before: 11 Mar 2016
Installment 2
Through DD/PO/Online/Direct Account transfer
On or Before: 15 May 2016
USD 550
Through DD/PO/Online/Direct Account transfer
On or Before: 15 May 2016

Application Process

All applications for this course must be made through an Online Application Form.
In case payment is being made online through Credit Card/Debit Card, please ensure that you have the Credit Card/Debit Card with you at the time of filling out the Application Form. If you have opted to pay the Application Fee/Instalments of the Fee though Demand Draft/Pay Orders, then please ensure that the Demand Draft/Pay Orders for the applicable amount is made favoring "XLRI Jamshedpur" payable at Jamshedpur and is sent to the address provided below along with the downloaded copy of your Application Form. Please ensure that you write your Name, REGID, Course Name and Contact number at the back of your Demand Draft/Pay Order.
All Demand Draft/Pay Orders along with a downloaded copy of your Application Form must be sent to.
Student Relations Manager,
Unit Nos. 405-407, 4th Floor, Tower B,
Spaze IT Tech Park, Sector 49, 
Sohna Road, Gurgaon 122001, Haryana, INDIA.
Late Fees and Cancellation
Late Fee
The programme fee is payable in instalments as per the instalment schedule provided. In the event of late payment of Instalment 1 or Instalment 2, a Late Fee is leviable as follows.
 A Late fee of Rs.1000 + Tax will be charged to the Participant, if the instalment is paid within 7 days from the due date published on the instalment schedule.

 A Late fee of Rs.2500 + Tax will be charged to the Participant, if the instalment is paid between 8 days from the due date to within 14 days from due date as published on the instalment schedule.

 If the Fee Instalment is not received within 14 days from the due date, then the Participant shall be considered a dropout and a Rejoining Fee of Rs.5000 + tax will be charged to the Participant if the Participant wishes to continue with and complete the programme.

Cancellation Policy
Cancellation by the Participant
1. Requests for refund of fees on account of cancellation of enrolment shall be considered only if such requests are received prior to closure of registration or 15 working days before date of course commencement whichever is earlier.
2. In event that such valid requests for refund of fees are received, the application money shall be refunded after deducting a penalty of Rs. 5,000/- and applicable taxes for Indian participants & USD 125 for foreign participants.
3. In all other cases, no refund shall be made.
4. A participant may opt for rescheduling to a later batch of the same program / another program of XLRI & TE prior to commencement of the program. However, such intimation must be made by the participant at least fifteen days prior to the commencement of the program. The amounts paid by the participant shall be considered as advance payment towards the next batch / alternative program. Further, the participant shall have to pay an administrative charge of Rs. 5,000/- plus applicable taxes (Indian participants) or USD 125 (foreign participants) for facilitating such rescheduling.
Cancellation by the TALENTEDGE & XLRI
TALENTEDGE & XLRI, reserves the right to cancel courses at any time owing to reasons like insufficient enrolments, trainer indisposition or force majeure events. In the event that TALENTEDGE or XLRI cancels a scheduled course, the student will receive full fee refund for the same. All refunds will be processed within 30 days of receipt of a valid refund request.

Faculty Profile

Prof. Arpita Srivastava

Prof. Arpita Srivastava

BSc; M.A. [English Literature], MBA, PGDJMC, FPM (MDI, Gurgaon)

Prof. Arpita Srivastava has nine years of post–MBA experience in teaching and research. She has studied mass communication, English literature along with marketing management and has strong base in marketing communications. She has published in international and national journals and presented papers in International conferences. She was awarded student bursary to present her thesis at doctoral consortium at Academy of Marketing Conference 2009, U.K. Her case study on social media marketing has been awarded fellowship to present it in NACRA Case Conference, USA. Her research interest lies in advertising, consumer behavior, internet marketing, branding and marketing research.
Prior to joining her PhD at Management Development Institute, Gurgaon she has worked with brands like Indian Institute of Management, Ahmedabad. She has also taught as a visiting faculty to IBS Ahmedabad, ICFAI National College, Wigan & Leigh College India and AIMA.