About The Program

Professional Diploma in Digital Marketing is brought to you by NIIT in collaboration with the Digital Marketing Institute (DMI) of Ireland. This program is designed to transform you into the Digital Marketer of the future. The program content has been created by DMI and reviewed by their Syllabus Advisory Council, comprising of the leading digital brands like Google, Facebook, Twitter, LinkedIn etc. The program is delivered by a unique pedagogy which is a mix of live expert lectures, case discussions, quizzes and projects for holistic learning. The program will be taught by our expert faculty with excellent academic and industry credentials. By the end of this program, you will be armed with the necessary knowledge to successfully work in the field of digital marketing.

  • 30 hours of Live, online, faculty-led lectures
  • Content reviewed by DMI’s Syllabus Advisory Council comprising of the world’s leading digital brands like Google, Facebook, Twitter, LinkedIn etc.
  • Case Studies and Projects for holistic learning
  • Guest sessions by industry experts for in-depth understanding
  • Module wise assessments for Mastery Learning
  • Prepares you for the Internationally acclaimed, DMI Certification in Digital Marketing
Batch Start Date Timing Program Fees
24th Sep 2016 Every Sat 05:00 PM to 08:00 PM(IST) INR 37,500 + Applicable Taxes
Why Attend this Program

There are 462 Million total Internet users and 376 Million Mobile Internet Users in India. Companies are increasingly reaching out to their consumers through digital platforms. India’s digital advertising spending will reach US$ 4 billion by 2020 and India's digital advertising market has grown at an annual rate of 33 per cent.

This indicates a shift in focus from traditional to digital marketing mediums. These market trends have created tremendous opportunities for professionals who are equipped with the necessary digital skills.

The program is uniquely designed for current and aspiring marketing professionals, to help them become transform into a digital marketer of the future.

Who Should Attend
  • Digital marketing professionals desiring to enhance their knowledge
  • Marketing professionals wanting to add digital marketing to their skills portfolio
  • Entrepreneurs using digital marketing to improve their business performance
  • Sales/Business Development professionals wanting to branch out into the digital marketing domain
  • Individuals who want to capitalize on the opportunities in the digital marketing domain
Program Content

Introduction to Digital Marketing

Module 1- Introduction to Digital Marketing

The Introduction to Digital Marketing module introduces the foundational aspects of digital marketing and covers areas including: search, digital display, email marketing, social media marketing, mobile marketing as well as web analytics.

In this module the course lecturer will also refer to the principles and processes, as well as the tools and techniques that underpin the Professional Diploma in Digital Marketing, and use effective illustrations and relevant, practical examples to bring the concepts and ideas to life.

Key Concepts of Digital Marketing
  • Traditional Marketing vs. Digital Marketing
  • The Opportunity of Digital Marketing
  • Characteristics of Digital Marketing
  • Implications with Digital Marketing
  • DMI Method
  • DMI Framework
  • DMI 3i Principles
  • DMI Tactics
  • Search Engine Optimization
  • Pay Per Click (PPC)
  • Email Marketing
  • Digital Display Advertising
  • Mobile Marketing
  • Social Media Marketing
  • Analytics
  • Strategy and Planning
  • Laws and Guidelines

Search Engine Marketing (SEO)

Module 2: Search Engine Optimization (SEO)

This module will help participants to understand Search Engine Optimization (SEO) and how the tactics underpinning SEO can help boost the organic search ranking for a website on search engine results pages (SERPS). During the session, participants will explore keyword research and the process of selecting suitable keywords for a website, as well as optimization of content on a web page. 
Participants will learn how to create and include effective content and meta-tags throughout a website. The session will also cover how websites are viewed and processed by search engine spiders and how to speed up indexing. The session will cover off-page elements of optimization, including inbound linking as well as techniques to boost a website’s inbound link popularity.

Key SEO concepts
  • Search results and positioning
  • Benefits of search position
  • Stakeholders in search
  • Mechanics of search
  • On-page/ Off-page optimization
  • Customer insights
  • Keyword research
  • Keyword selection
  • Content updates and layout
  • Meta Tags
  • Site Maps
  • SEO Webmaster tools
  • Ranking
  • Inbound links and link building
  • Laws and Guidelines

Search Engine Marketing (PPC)

Module 3: Search Engine Marketing (PPC)

This module will allow participants to better understand and appreciate the importance of Pay-Per-Click Advertising (PPC),and how it can be used to effectively drive quality traffic to a website. During the session participants will be taken through the key concepts of Search Engine Marketing and shown how to set up a Google AdWords account, and develop an initial AdWords campaign. The process of setting up a Google AdWords campaign will focus on three key elements: keyword research, ad copy and landing pages. AdWords campaign settings and ongoing campaign management are also addressed.

Key Concepts
  • Strengths of Pay-Per-Click
  • Keyword Research
  • Research Tools
  • Search Campaign Process
  • Keyword Selection
  • Ad Copy
  • Landing Pages
  • Targeting
  • Budgets
  • Scheduling
  • Display Networks
  • Campaign Management
  • Conversion Tracking
  • Conversion Metrics: CPA, CTR
  • Bidding
  • Analytics
  • Laws and Guidelines

Digital Display Advertising

Module 4: Digital Display Advertising

This module covers the foundational aspects of Display Advertising by first setting the scene and exploring the benefits and the business value of Display Advertising, and then addressing key campaign aspects including: ad formats, campaign setup and planning, target audience definition, publishers, as well as campaign administration, budgeting (incl. different pricing metrics), measurement and optimization.

Key Concepts
  • Benefits of Digital Display
  • Challenges with Digital Display
  • Business Value
  • Running Effective Ads
  • Ad Formats
  • Ad Features
  • Ad Display Frequency
  • Campaign Planning
  • Campaign Steps
  • Target Audience
  • Campaign Objectives
  • Campaign Budget
  • Creative Formats
  • Targeting
  • Tracking the Campaign
  • Optimizing the Campaign
  • Laws and Guidelines

Email Marketing

Module 5: Email Marketing

The Email Marketing module will teach participants how to implement and deliver an effective email marketing campaign.The session will cover the four foundational aspects of email marketing: data capture and subscriber segmentation, email design and content, email delivery, as well as measurement and reporting.

Key Concepts
  • Campaign Process
  • Data Capture: online
  • Data Capture: face-to-face
  • Segmentation
  • Email Design
  • User Behavior
  • User Characteristics
  • Email Copy
  • Email Structure
  • Email Delivery
  • Email Systems
  • Filtering
  • Scheduling
  • Measurement
  • Key Terms and Metrics
  • Split Testing
  • Laws and Guidelines

Social Media Marketing (Part 1)

Module 6: Social Media Marketing (Part 1)

This Social Media Marketing (Part 1) module will help participants to set up and prepare social media marketing initiatives. The course covers setting goals and priorities for social media campaigns and explores a range of core social media platforms, including: Facebook, Twitter, LinkedIn, Google+ and YouTube.

Key Concepts
  • Social Media Goals
  • Setting Goals and Priorities
  • Facebook Features
  • Facebook Newsfeed
  • Facebook Business Page
  • Facebook Insights
  • Twitter Features
  • Twitter Engagement
  • LinkedIn Setup & Profile
  • LinkedIn Features
  • LinkedIn Company page
  • Google+ Setup
  • Google+ Features
  • Google+ Insights
  • Google+ Analytics
  • Google+ Brand Page
  • YouTube Setup
  • YouTube Channels
  • YouTube Features
  • Tumblr
  • Blogging

Social Media Marketing (Part 2)

Module 7: Social Media Marketing (Part 2)

This module will help participants to promote, advertise and leverage social media through comprehensive campaigns and initiatives. The session covers the importance of social listening, and explores different tools which can help identify the volume, tone and sentiment of valuable social conversations. Content Planning and scheduling will also be focused on, as well as advertising on various social media platforms. Participants will learn how to measure, analyze and optimize their social media marketing campaigns.

Key Concepts
  • Implementing Social
  • Social Listening
  • Content Planning
  • Scheduling Tools
  • Facebook Advertising
  • LinkedIn Groups
  • LinkedIn Advertising
  • Twitter Advertising
  • YouTube - Advanced
  • Pinterest Advertising
  • Instagram
  • Snapchat
  • Facebook Insights
  • LinkedIn Analytics
  • Twitter Analytics
  • Google+ Insights
  • YouTube Analytics
  • Laws and Guidelines
  • YouTube Channels
  • YouTube Features
  • Tumblr
  • Blogging

Mobile Marketing

Module 8: Mobile Marketing

This session will help participants to create and deliver effective mobile marketing campaigns. The session will cover the concepts and trends underpinning mobile marketing, and take an in-depth look at SMS campaigns and mobile optimized websites. The course lecturer will explore the business justification behind developing an app, and will explain the app development process. QR codes and proximity marketing are discussed, as well as the social media channels that are now an important feature within any Mobile Marketing campaign.

Key Concepts
  • Trends in Mobile
  • Mobile Statistics
  • Mobile Optimized Website
  • Apps V Mobile Sites
  • Site Development Process
  • Mobile Apps
  • Mobile Advertising Goals
  • Mobile Ad Formats
  • Rich Media Ad Units
  • Mobile Advertising Campaign Process
  • Proximity Marketing
  • QR Codes
  • SMS Marketing
  • SMS Campaign Process
  • Mobile Analytics
  • Emerging Trends
  • Laws & Guidelines


Module 9: Analytics

This Analytics module will help participants develop the skills to administer effective analytics and reporting for your digital marketing campaigns. The session will cover account setup and profiles, tracking code insertion, and will also explore the key reports and features available within Google Analytics for: traffic sources, content, audience, technology and location. The course lecturer will review analytics reports and address key analytics measurement concepts such as bounce rate, site speed, goals, goal funnels and conversions. 

Key Concepts
  • Cookies
  • Account Structure» User Levels
  • Account Setup
  • Common Terms
  • Reporting
  • Audiences
  • Acquisition
  • Behavior
  • Audience
  • Conversions
  • Attribution
  • Customization
  • Setting KPIs
  • Laws and Guidelines

Strategy and Planning

Module 10: Strategy and Planning

The Strategy and Planning module will help participants develop and implement an effective digital marketing plan for their organization. The Strategy and Planning module brings together all the strands of the Professional Diploma in Digital Marketing to create a coherent Digital Marketing Plan based on the Digital Marketing Institute’s planning methodology and process.

Main Concepts
  • Planning
  • Situation Analysis
  • Information Gathering
  • Audience Definition
  • Setting Objectives
  • Appropriate Tools
  • Action Plan
  • Setting the Budget
  • KPIs
  • Measurement

Program Director

LinkedIn Profile Dr. Neeraj Sharma
  • Vice President, NIIT Ltd Holds a Ph.D. in Management from IIT Delhi
  • Masters in Human Resource Management from IIT Kharagpur
  • 18 years of experience in technology-led education As Head of Academics and Alliances for NIIT has worked with IIMs (A, C, L, I, T), IIFT, MDI, IMT G and many other reputed business schools
  • Instrumental in designing various management programs and facilitating the education of over 25,000 professionals
  • Authored “Man Manthan”, a collection of Hindi poems
Sandeep Sharma

Batch Faculty

LinkedIn Profile Professor Sandeep Sharma
  • Deep industry experience of over 20 years in Digital, Marketing and Strategy
  • Over a decade of international experience
  • Visiting Faculty of Digital Marketing and Strategy at top-tier business schools like IIMs and leading MNCs
  • Expertise across the entire gamut of Digital Marketing like:
    • SEO, Search
    • Mobile Marketing
    • Web Analytics
    • Conversion Optimization
    • Email Marketing
    • Display Advertising
    • Video Marketing
    • Social Media Strategy & Execution


Guest Speakers

Rahul Marwaha

Rahul Marwaha is the Executive Vice President at Interactive Avenues. He is a digital marketing expert with 15 years of experience. Rahul led his team to win awards across various categories like American Express, Carzonrent, Micromax, RB, Coca-Cola and eBay. He has also pioneered the setup of SEO + SEM for Interactive Avenues nationally.


Guest Speakers

Ritu Soni Srivastava

Ritu Soni Srivastava is the founder of the weight loss app, Obinio. Prior to founding her own venture she was the Deputy General Manager of Brand Marketing at Bharti Airtel and was responsible for the rollout of over 15 marketing campaigns and 35 television commercials. She has an MBA in marketing from the T.A.Pai Management Institute, Manipal.


Session Date Time (IST) Module Topic
1 Saturday, Sept 24 2016 5:00 PM - 08:00 PM Orientation
2 Saturday, Oct 01 2016 5:00 PM - 08:00 PM Introduction to Digital Marketing
3 Saturday, Oct 08 2016 5:00 PM - 08:00 PM Search Engine Marketing (PPC)
4 Saturday, Oct 15 2016 5:00 PM - 08:00 PM Analytics
5 Saturday, Oct 22 2016 9:00 AM - 12:00 PM Industry Insights by Guest Speakers*
6 Saturday, Oct 22 2016 5:00 PM - 08:00 PM Search Engine Optimization (SEO)
7 Saturday, Oct 29 2016 - Diwali Holiday
8 Saturday, Nov 05 2016 5:00 PM - 08:00 PM Email Marketing
9 Saturday, Nov 12 2016 5:00 PM - 08:00 PM Digital Display Advertising
10 Saturday, Nov 19 2016 5:00 PM - 08:00 PM Mobile Marketing
11 Saturday, Nov 26 2016 5:00 PM - 08:00 PM Social Media Marketing (Part 1)
12 Saturday, Dec 03 2016 5:00 PM - 08:00 PM Social Media Marketing (Part 2)
13 Saturday, Dec 10 2016 5:00 PM - 08:00 PM Strategy and Planning

*Dates are subject to change

About DMI

Digital Marketing Institute (DMI) is a global leader in training professionals in digital marketing. To date, over 15,000 people in 80 countries have graduated with a DMI qualification, making it the most widely taught digital certification standard in the world. They are dedicated to educating professionals in the field of digital marketing to ensure career growth and global competitiveness. The Professional Diploma in Digital Marketing is a program designed by current digital marketers, for future digital marketers. DMI collaborates with global digital experts to define and develop the skills and qualifications required of today’s digital professionals.


1. What are the class/session timings?

The classes will be held on each Saturday 05:00 PM to 08:00 PM (IST). Batch starts from 24th September, 2016.

2. Do you provide any study materials?

Yes, you will receive study material for each module from DMI. The content can be downloaded from the resources tab on the learning portal after the completion of the first module (Introduction to Digital Marketing).
This content has been created after review and recommendation from the Syllabus Advisory Council, which comprises of the world’s leading digital brands like Google, Facebook, LinkedIn, Microsoft, Twitter, Ogilvy etc.

3. What happens if I miss a session?

In additions to the study material, we provide you with recordings of each session that you can view anytime you want.

4. How many students have you trained in Digital Marketing?

This program is being run by NIIT for past 5 years now. We have already completed 36 batches of Professional Diploma in Digital Marketing (PDDM) and trained more than 1700 students till date.

5. What is your refund policy?

After registering for the program if for some reason you are unable or unwilling to participate in the program then you can apply for a refund. You can initiate refund within 7 days of the course start i.e. 24th September 2016 by sending a mail to OLTInfo@niit.com with your enrollment details and bank account details (where you want the amount to be transferred). Once you initiate a refund request you will receive the amount within 21 days after confirmation of refund request.

6. What are the minimum system requirements to attend the program?

  • A PC/Laptop
  • Web Cam
  • Headphone with Mic
  • Min 1MBPS broadband connection

This self-diagnostic test will verify if you meet the necessary requirements (webcam, mike and internet speed cannot be verified through this link)