Mar 17, 2019
0 Students Enrolled

Programme Directors

Dubai, UAE

Facilitator at Dubai
eSquare Academia, Dubai

Six Months

Program Faculty
Select Full-time Faculty from IIM Calcutta

Certificate Issued by
Indian Institute of Management Calcutta


The Indian Institute of Management Calcutta (IIMC) was established as the first national institute for Postgraduate studies and Research in Management by the Government of India in November 1961, in collaboration with Alfred P. Sloan School of Management (MIT), the Government of West Bengal, The Ford Foundation and Indian industry. During its initial years, several prominent faculty formed part of its nucleus, including Paul Samuelson, Jagdish Sheth, J. K. Sengupta, among others. Over the years, IIMC has grown into a mature institution with global reputation, imparting high quality management education. It has been playing a pioneering role in professionalising Indian management through its Postgraduate and Doctoral Level Programs, Executive Training Programs, Research and Consulting Activities.

Today, the institute serves as an autonomous body, continuously evolving to meet its goals in an ever-changing business environment.

The vision of the Institute is to emerge as an International Centre of Excellence in all facets of Management Education, rooted in Indian ethos and societal values. Over the past four decades, IIM Calcutta has blossomed into one of Asia’s Best Business Schools. Its strong ties to the business community make it an effective mechanism for the promotion of professional management practices in Indian organizations.

Today, IIM Calcutta attracts the best talent in India – a melting pot of academia, industry and research. The best and brightest young men and women pursue its academic programmes.

The main thrust of the training is to imbibe a sense of strategic outlook to management problems in the students. The emphasis, therefore, is on management as an integrated process and requires the students to develop a global view of economic, technological, cultural and political environment of the business.


The programme would focus on providing in-depth and hands-on knowledge on digital and social media marketing and analytics strategy that would help in planning, implementing and measuring the digital and social media marketing activities to create awareness, and ultimately drive sales.

The programme has been designed to provide a foundation for marketers who want to specialize in the digital and social media marketing strategies, or those wanting to broaden their understanding in this domain. This six months certificate programme from IIM Calcutta would hone the general management skills followed by deep diving into the basic and advanced modules of marketing in the social and digital media platforms. The course will focus on sharing the latest trends, best practices and technologies for effective digital and social media marketing. The programme focuses on marketing strategy and digital strategy and builds on the three pillars of traditional marketing analytics, search marketing and social media listening and analytics. The faculty will focus on the synergy between on-field practice, digital and social media simulations and in-class learning.


Academia Direct, Dubai

Programme Faculty:

Select faculty from IIMC

Certificate Issued By:

Indian Institute of Management Calcutta


This programme will be of interest to an executive or a manager from marketing, product / brand, and sales functions or a marketing analyst or business owner, who is planning to implement digital and social media marketing strategy to create brand awareness, enhance brand recall, generate leads and enhance customer experience. Managers from other functional areas or a non-marketing background with a supporting role for organization’s marketing activities would also find the programme relevant.


The programme will be highly experiential and interactive, comprising group-based or individual participant presentations and discussions, case studies, classroom lectures, simulations and presentations by experts from academia as well as industry.



Prof. Saravana Jaikumar is currently a faculty with the Marketing Group at IIM Calcutta. During his tenure, he has developed and served as the incumbent director for analytics and digital marketing programmes for executives. His research work is primarily in the nexus of public policy, development and marketing. His teaching focus is on marketing analytics, artificial intelligence and machine learning applications, and digital marketing. He has authored several papers in journals of international repute including Journal of Advertising Research, Journal of Business Research, Marketing Letters, International Journal of Information Management, Information Management Frontiers, and Journal of Product and Brand Management. His research work has been cited in several policy documents including Economic Survey of India and United States Library of Congress Foreign Digital Materials. He has won several research awards including the Outstanding Research on Development by Global Development Network. He holds BE (Mech, PSG Tech), MBA (Gold Medalist, Cardiff Business School, UK) and Ph.D. (IIM Ahmedabad). He can be contacted at: and


Dr. Krishanu Rakshit, IIM Calcutta is from the Marketing Group, at the Indian Institute of Management, Calcutta. He has a Doctorate in the area of Marketing from the Indian Institute of Management Bangalore. (Mechanical Engineering from Jadavpur University, MBA from Indian Institute of Management Bangalore). His research has been published in journals like the European Journal of Operational Research, the European Journal of Marketing and the Journal of Business Research. His current research is mainly in the area of pricing, search engine optimization, investigating emerging identity creation in digital spaces, role of institutional work in shaping consumption in emerging markets and disruptive consumption practices in emerging economies. He has conducted several high-profile training programmes for senior executives in India, Japan and the Middle-East markets.

Industry Experts

Mr. Laxmi Narayanan – Deloitte
Mr. Hina Bhakt – MD – EVOPS Marketing, UAE
Mr. Amit Yadhav – Head of Marketing – 2XL Furniture and Home Decor, UAE

Programme Duration & Delivery

6 months duration conducted online. The tentative Programmeme outline is attached with this document.

The programme will be of 75 hours duration with an approximate contact of maximum 6 hours per day.

57 hours will be taught online and 18 hours will be taught at Dubai (conditions apply). In case situation is not favorable for International travel (due to Coronavirus pandemic), in person sessions will also be taught online.
The programme will start from September 2021.

Programme Modules:

Programme Structure (APDSMMS)

The structure of the programme is as following:

Module 1:

Understanding the Strategic Need for Digital and Social Media Marketing ( 15 hours )
  • Course Overview and Simulations
  • Segmentation, Targeting and Positioning for Social Media
  • Marketing and Core Values in Digital World
  • Creating Differentiation through Digital Marketing
  • Case Studies in Digital Marketing

Module 2:

Search Engine Marketing and Mimic Pro Simulation ( 18 hours )
  • Search Engine Marketing and Keywords Analysis I
  • Search Engine Marketing and Keywords Analysis II
  • Web Design Frameworks and Email Marketing
  • Product Management and Ecommerce Setup
  • Market Research and Principles of A/B Testing for the Digital Medium
  • Digital Marketing Simulation – Review and Presentations

Module 3:

Social Media Marketing and Mimic Social Simulation ( 18 hours )
  • Social Media Marketing – Fundamentals and Simulation
  • Branding and Social Media – Content Strategy
  • Influencer, LinkedIn and Instagram Marketing
  • Youtube, Whatsapp and Viral Marketing
  • Facebook Ads and Remarketing
  • Simulation Review and Social Media Marketing

Module 4:

Digital Marketing Analytics ( 15 hours )
  • Business and Competitor Intelligence
  • Customer Relationship Management & Analytics
  • Forecasting and Market Basket Analysis
  • Predictive Analytics and Big Data
  • Emerging Technologies for Digital Marketing: AR, IoT, Blockchain, RPA

Module 5:

Digital Marketing Practicum ( 9 hours )
  • Digital Marketing Practicum Proposals
  • Final Presentations – IB & SJ
  • Industry Best Practices – Mr. Amit Yadav and Mr. Hina Bakht


On successful completion of the programme, the participants will be awarded certificate of participation by IIM Calcutta.


Six Months


At least a Graduate degree with minimum 50% marks, and at least 2 years of experience in media, advertising, start-ups, social or digital media, e-commerce or related domains.


The programme will be of 75 hours duration with an approximate contact of maximum 6 hours per day.

57 hours will be taught online and 18 hours will be taught at IIMC (conditions apply). In case situation is not favorable for International travel (due to Coronavirus pandemic), the campus sessions will also be taught online.


Interested candidates are requested to submit the completed application and all required documents at the stipulated time, in order to prepare the application for review by the Admissions Committee. IIM Calcutta and Academia team reserve the right to foreclose applications depending upon exhaustion of seats.

You may fill in the application form (sent by email) and email us or submit it in person at our office.


The Admissions Committee will review applications and qualified candidates are informed and admitted on a rolling, space-available basis. Once the review process has begun, applicants are notified within minimum time period via email regarding Admissions Committee decisions.

More information

For More information on this programme, please write to us at : You may also consult our website at :

Bank Account Details

Company/Payee name: eSquare Academia FZ- LLC Bank: National Bank of Ras Al Khaimah,P.O. Box- 1531, Dubai, UAE Account: 0322075768001, IBAN: AE800400000322075768001, Swift: NRAKAEAK


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