Mar 17, 2019
0 Students Enrolled

Programme Directors

Dubai, UAE and IIM Calcutta campus, Kolkata

Facilitator at Dubai
eSquare Academia, Dubai

Eight 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
month 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 program 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.


eSquare Academia, Dubai


Dubai, UAE and IIM Calcutta campus, Kolkata.


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.


Module 1: Understanding the strategic need for digital and social media marketing
Module 2: Execution plan for digital and social media marketing
Module 3: Assessing the impact of digital and social media marketing

Project Component: All participants also have to do a compulsory project based on a topic of their choice related to digital and/or social media marketing. Non-completion of this project would lead to incomplete grade in the program. Each project would be guided by a faculty from IIM Calcutta, besides an industry mentor to be chosen by the participant him/herself. The project would be graded separately by the faculty guide and industry mentor.

Simulations: All participants also have to complete two simulations.

  • First, participants will work on a digital marketing simulation which would provide hands-on experience on keyword
    research, paid search campaign (ad groups and ad copies) management, campaign budget management, landing page
    creation and optimization and email campaigns.
  • Second, all participants will work on a social media marketing simulation which would provide hands-on experience on
    audience (segments) creation, creating (and scheduling) content, measuring and improving the results across various
    platforms including Facebook, LinkedIn, Twitter and Instagram.

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. Indranil Bose, Professor of Management Information Systems, Co-ordinator, Case Research Center
Chairperson, Post Graduate Diploma in Business Analytics, Indian Institute of Management Calcutta, January 2012 –
present. • Ph.D. in Management, Purdue University, 1997 • M.S. in Industrial Engineering, Purdue University, 1996 • M.S. in Electrical and Computer Engineering, University of Iowa, 1993 • B.Tech. (Hons.) in Electrical Engineering, Indian Institute of Technology, Kharagpur, 1991. Strategic Information Systems • Competing Through Business Analytics • ICT in Emerging Economies • Green Technologies and Sustainability • IT for Product and Process Innovation • Social Media and Business Transformation • Enterprise Risk Management • Technology Based Startups. Business Value of IT • Risk Assessment and Information Security • Telecommunications Planning and Policy • Business Focused Predictive Analytics • Technologies for Green Operations • RFID and Enterprise Systems • Management of Innovation • Marketing through Digital Word-of-Mouth.

Prof. Saravana Jaikumar, Assistant Professor – Marketing, Member – Social Research Informatics Group, IIM Calcutta (Feb 2019 – ongoing), Ph.D. (FPM-Marketing) IIM, Ahmedabad | Master of Business Administration Cardiff Business School, UK – University Gold Medalist | B.E.(Mechanical Engineering) PSG College (Anna University), Marketing Management: Strategic Issues • Design and Analysis of Experiments in Marketing Applications • Advanced Marketing Research Methods • Summer School: Research Methods • Consumer Behavior • Strategic Decision Making in International Business.


Module 1:

Understanding the strategic need for digital and social media marketing
  • Marketing and Core Values
  • Segmenting, Targeting and Positioning
  • Formulating a Marketing Strategy
  • Product and Brand Management
  • Creating Differentiation through Digital Marketing
  • The Digital Game Changes
  • Case Studies in Digital Marketing
  • Customer Acquisition through Digital
  • Customer Centricity through Digital
  • Agility through Mobile Channel
  • Social Media Channels
  • Simulation: Background
  • Keywords Analysis

Module 2:

Execution plans for digital and social media marketing
A: Principles of Marketing Management
  • Sales and Distribution Management
  • Pricing
  • Market Research and A/B Testing
B: Search Engine Marketing
  • Search Engine Optimization I
  • Search Engine Optimization II
  • Introduction to Adwords
  • Advanced Adwords
  • Google Ads 2018
  • Best Practices and Challenges in SEM
C: Web Design and Content Marketing
  • Web Design and Email Marketing
  • Content Strategy I
  • Content Strategy II
D: Analytics I
  • Business Intelligence
  • Customer Relationship Management & Analytics
  • Classification and Clustering
  • Forecasting and Market Basket Analysis
  • Discussion of Project Proposals
  • Predictive Analytics & Big Data
  • Social Media Analytics and User Generated Content
  • Managing Analytics Projects in Organizations
  • Analytics for IoT and Bots
E: Analytics II
  • Digital Marketing Simulation Presentations
  • Social Media Marketing – Simulation
  • Social Media Listening and Analytics
  • Web Analytics I
  • Web Analytics II
  • Competitor Intelligence
F: Social Media Marketing
  • Facebook Ads
  • Linked In and Instagram Advertisting
  • Influencer Marketing
  • Youtube and Viral Marketing
  • Remarketing

Module 3:

Assessing the impact of digital and social media marketing
  • Innovation for Digital Marketing
  • Emerging Technologies for Digital Marketing
  • Creating a Road Map for Digital Marketing Initiatives
  • Best Practices in Digital and Social Media Marketing
  • Understanding ROI for Digital Marketing Projects
  • Leading and Managing Digital Marketing Teams
  • Experience Sharing and Project Presentations
  • Hands-on Simulation on Social Media Marketing

Note: The List of Topics is not exhaustive and is subject to change.

IIM Calcutta Campus Visit

A four-day immersion session at the prestigious IIMC campus in India.

The sprawling 135-acre campus, with its seven lakes and verdant beauty provides an idyllic backdrop for the sharpest
minds in the country to indulge their unbridled curiosity. It is this perfectly conducive environment that is also home to the country’s top-notch talent in academia, industry, and research.

IIM Calcutta Library, has a mammoth collection of more than 1.6 lakhs volumes of books and bound journals. It subscribes to 500 journals and provides access to more than 40,000 online full text journals. It is considered as one of the best management libraries in Asia.

IIM Calcutta has set up a state-of-the-art Financial Research and Trading Lab (the Finance Lab). The mission of the Finance Lab is to support advanced applied research in financial markets and equip finance managers with the mathematical and conceptual theories and best practices in financial markets that go into the creation and management of innovative financial products.


The students will be evaluated on the basis of examinations for the modules. On successful completion of the programme,the participants will be awarded certificate of completion by IIM Calcutta.


Eight Months


ten Tests, Assignments, Online Tests, Others


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.


Total 16 days (96 hrs.) |Full day Face to Face Sessions
– Six sessions in Dubai (72 hrs.) of two to three days each on Weekends (Friday & Saturday)
– One session at IIM Calcutta campus (24 hrs.) of four days
The campus visit will be towards the end of the programme.


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 eSquare Academia reserve the right to foreclose applications depending upon exhaustion of seats.

You may fill in the application form (sent by email or download from website) and email us or submit it in person at our office. Besides, you may choose to enroll online at our website,

As for fee payment, you can choose from a bank transfer or a cheque (A/C payee only, in the name of eSquare Academia FZ LLC).


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.


Applications invited: March 07, 2020

Last date:
March 21, 2020
Programme Booking fee:
AED 5,000/
Last date:
March 28, 2020
Programme Booking fee:
AED 6,000/
Last date:
April 04, 2020
Programme Booking fee:
AED 7,000/

We acknowledge receipt of all applications and maintain all application information in strict confidentiality.

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.

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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