As Guest Faculty at Army Institute of Management, Kolkata a 3 day Digital marketing course

In 2019, I conducted a digital marketing course at Army Institute of Management, Kolkata, for MBA students. The course covered SEO, PPC, content marketing, social media strategies, email marketing, and AI integration, offering practical, hands-on learning with real-world applications.

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In 2019, I had the opportunity to deliver a comprehensive course on Digital Marketing at the Army Institute of Management, Kolkata (AIM). The course aimed to introduce MBA students to the core principles of digital marketing, equipping them with the necessary skills to drive online marketing campaigns effectively. This experience allowed me to engage with aspiring business leaders, enhancing their understanding of digital marketing strategies, tools, and techniques.

Digital marketing course Overview: Digital Marketing for MBA Students

The course was designed to offer MBA students a practical and in-depth understanding of digital marketing strategies, focusing on data-driven techniques that are essential for business growth. It included theoretical concepts, real-world applications, and hands-on exercises to provide a holistic learning experience.

Curriculum Structure

The course was structured over a week, covering a series of interconnected modules to provide a well-rounded understanding of digital marketing:

Introduction to Digital Marketing
- Overview of digital marketing channels and their roles in business growth.
- Key concepts: Inbound vs. outbound marketing, customer personas, and the digital marketing funnel.
- The importance of digital marketing in the modern business landscape.
- Case studies of successful digital marketing campaigns across industries.
Search Engine Optimization (SEO)
- Fundamentals of on-page and off-page SEO.
- Keyword research techniques: Tools like Google Keyword Planner and Ahrefs.
- Technical SEO basics: Website speed, mobile optimization, and schema markup.
- Hands-on session: Students conducted an SEO audit for a given website using real-time data.
Content Marketing Strategy
- Developing a content strategy aligned with business goals.
- Creating different types of content: Blogs, videos, infographics, and social media posts.
- Content distribution techniques: Organic reach, paid promotions, and influencer marketing.
- Workshop: Students created a content calendar for a hypothetical brand, outlining content themes, formats, and publishing schedules.
Social Media Marketing (SMM)
- Introduction to major social media platforms: Facebook, LinkedIn, Instagram, and Twitter.
- Understanding platform-specific strategies, audience engagement, and best practices.
- Managing organic and paid social media campaigns: From setting objectives to analyzing performance.
- Practical exercise: Students developed and launched a social media campaign on a selected platform, focusing on audience engagement metrics.
Pay-Per-Click (PPC) Advertising
- Fundamentals of PPC advertising: Google Ads, Facebook Ads, and LinkedIn Ads.
- Setting up PPC campaigns: Ad creation, keyword targeting, and budget management.
- Measuring PPC performance: Analyzing click-through rates (CTR), conversions, and return on investment (ROI).
- Hands-on project: Students created and managed a PPC campaign, adjusting targeting and ad copy based on performance data.
Email Marketing
- Building an effective email marketing strategy: Segmentation, personalization, and automation.
- Creating email campaigns: Designing templates, crafting subject lines, and setting up automation.
- Tools used: Mailchimp, HubSpot, and ActiveCampaign.
- Workshop: Students designed an email campaign for lead nurturing, tracking open rates, click-through rates, and conversions.
Web Analytics and Data Interpretation
- Introduction to web analytics tools: Google Analytics, SEMrush, and HubSpot.
- Key metrics to track: Traffic sources, user behavior, conversions, and bounce rates.
- Analyzing data to make informed marketing decisions and optimize campaigns.
- Practical session: Students analyzed website performance data, identifying areas for improvement and suggesting optimization strategies.
Role of Artificial Intelligence (AI) in Digital Marketing
- AI-driven tools and techniques for marketing automation, content creation, and predictive analytics.
- AI applications in customer segmentation, personalization, and chatbots.
- Workshop: Students explored AI-powered tools like Jasper and Frase, learning how to use AI for improving campaign outcomes.
Final Project and Presentation
- Students were grouped to work on a comprehensive digital marketing project, applying the concepts learned during the course.
- Project themes included developing a full-fledged digital marketing strategy, launching an integrated campaign, and analyzing performance.
- Each group presented their findings, showcasing their strategies, outcomes, and recommendations for further optimization.

Teaching Methodology

The course emphasized interactive learning and practical implementation:

Case-Based Learning: Real-world case studies were integrated into each session to illustrate the application of digital marketing strategies.
Hands-On Exercises: Each module included practical exercises, ensuring students gained hands-on experience with tools and techniques.
Collaborative Learning: Group projects encouraged teamwork, critical thinking, and problem-solving skills.
Analytics-Driven Insights: Data interpretation was a key component, helping students understand how to measure and optimize digital marketing performance.

Outcomes and Student Feedback

The course was well-received, with students appreciating the practical approach and real-world applications of digital marketing strategies. Many students expressed interest in pursuing careers in digital marketing, driven by the knowledge and skills acquired during the course. The hands-on exercises and final project allowed students to apply theoretical concepts in a real-world context, enhancing their confidence and expertise.

Offering the Digital marketing course to Other Organizations

This curriculum is adaptable and can be offered to other universities, colleges, or corporate training programs. It can be customized to fit different durations and specific needs, including:

Undergraduate and Postgraduate Programs: Providing foundational and advanced knowledge in digital marketing.
Diploma and Certificate Courses: Offering a condensed version of the curriculum with a focus on practical skills.
Corporate Training: Tailored programs for marketing teams aiming to enhance digital marketing capabilities.

Why Choose This Course?

This course provides participants with a comprehensive understanding of digital marketing, covering both strategic planning and tactical implementation. Key benefits include:

Comprehensive Learning: Covers all major aspects of digital marketing, including AI integration.
Hands-On Experience: Practical exercises ensure participants can apply concepts effectively.
Industry-Relevant Skills: Prepares participants for real-world challenges with data-driven marketing techniques.

Conclusion

My experience as a guest faculty at Army Institute of Management, Kolkata, was both rewarding and impactful, allowing me to share my knowledge of digital marketing with aspiring business leaders. I am open to offering this course to other institutions and organizations, helping their teams or students master the skills needed to succeed in today’s digital landscape.

If your organization is interested in hosting this course, please feel free to contact me for further details.

Join Now – Complete Digital Marketing and SEO Masterclass

Omkar’s Profile Site:

This segment introduces Omkar Nath Nandi’s professional website, which showcases his career journey, achievements, and expertise in digital marketing. It acts as a comprehensive portfolio of his work, detailing successful projects, campaigns, and strategies across various digital marketing channels. Visitors can explore his skills, certifications, and contributions to the industry, making it a resource for potential clients, collaborators, and students seeking to learn from his experience.

News Letter – What is digital marketing:

Omkar’s LinkedIn newsletter series titled “What is Digital Marketing” is a regular publication aimed at providing comprehensive insights into various digital marketing areas. Each issue covers specific topics, from foundational strategies to advanced techniques, tailored to enhance marketers’ skills. It serves as a valuable resource for both beginners and experienced professionals, offering in-depth analysis, case studies, and tips to succeed in the digital marketing space.