Digital Communication

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Duration: 1 day
Timings: 1000hrs - 1730hrs
Dates: 25 January, 2022
Programme Director:Prof. Payal S Kapoor
Mode:Offline
Fees: (Offline): Rs 8000 Plus GST @18%

Programme Introduction:

Increasing usage of Digital platforms, both by the consumer as well as marketer has altered customer-marketer-brand relationship at several points of the consumer decision journey. Digital platforms have not only got consumers connected, has allowed marketer to engage with the consumer which was not possible earlier. There is a surge in the ways digital platforms are being used regardless of the industry, domain, or location. Every business needs to understand the power of digital communication strategies to reach to their audience and market their offerings. This program will introduce several new frameworks, case studies and applications of digital communication strategies for different context and organizational situations.

Programme objectives:

• Understanding digital media vis-à-vis traditional media
• Develop understanding of user behavior on digital platforms
• Develop understanding regarding digital communication strategies to be adopted to reach out to customers via social media and other digital platforms
• Understand how digital backed marketing strategies can be leveraged in business - marketing communication, reputation management and customer service.
• Introduce tools and methods for digital communication monitoring and research

Programme Contents:

• Marketing Strategies for the Digital World
• Content marketing in the digital age
• Marketing mix of Digital Marketing
• Digital Advertising: Search and Display
• Search engine optimization, e-mail marketing
• Social Media Marketing: Facebook, Twitter, LinkedIn
• Web Analytics
• Social Listening

Programme Methodology:

Content will be covered through lectures, work sessions, cases, interactions and presentations.

Target Participants:

Middle level sales executives not directly engaged in Digital Marketing

Programme Faculty:

Prof. Payal S Kapoor has over 11 years of experience. She has six years’ experience in the industry handling various leadership roles in the function of Sales and Marketing and rest in academia. Her last industry assignment was with Entertainment Network India Ltd (Radio Mirchi, Delhi) as Group Manager (Corporate Vertical). Her academic experience is over five years where she has taught several foundations as well as elective courses in Marketing. She has taught both post graduate program students as well as executive students. She has successfully completed several Management Development Programs for organizations on Digital Marketing, Social Media Marketing and Social Listening.

Her research interest is understanding consumer online behaviour, specially focused on brand-related consumer to consumer communication. She has published her research work in reputed national and international journals and presented her work in international conferences of repute.

Corporate Group Discount:

One complimentary nomination for every group of three nominations from the same organization, i.e., 3+1 participants for the fee of 3 participants

For registration/enquiries , please mail to exed@fsm.ac.in or call at 011-26856301

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