REGENESYS Institute of Management - POST GRADUATE PROGRAMME IN
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REGENESYS
Institute of Management
POST GRADUATE PROGRAMME IN
DIGITAL MARKETING AND MANAGEMENT
(PGPDMM)
ONE POINT DESTINATION
TO BECOME A GURU IN
DIGITAL MARKETING
About
Regenesys Institute of Management
Regenesys Institute of Management, Mumbai, is a premier B-School of India, recognised for its
excellence in academics, high quality management programme and valuable contributions to
industry, society and students. It is a constituent of Regenesys Business School, ranked as one of
the top business schools in South Africa. Regenesys assists individuals and organisations across
the globe to achieve their personal and professional goals by enhancing their management and
leadership potential.
Since 1998 over 1,40,000 students from more than 1,000 highly reputed local and international
corporations have chosen Regenesys to be their education provider.
Regenesys
Teaching and Learning Methodology
Regenesys uses an interactive teaching methodology that encourages self-reflection and
promotes independent and critical thinking. Key to our approach is an understanding of adult
learning principles, which recognise the maturity level of the learners and the way they need to be
taught.
Regenesys pedagogy is unparalleled and unrivalled by others as:
• Students are taught the most advanced industry-recognised curriculum
• Our faculty members from across the globe, have extensive experience in education, training
& development.
• Practical exercises are used to create a simulated management experience so that students
can apply their knowledge and skills in a work-like environment.
• Digital Teaching manuals are developed in a user-friendly and interactive format
• Experts from the industry interact with and teach students, providing practical knowledge and
numerous networking opportunities.
• Students are given chance to work on live projects
• Internships are provided to students to enhance their learning experience.
3About Post Graduate Programme in Digital Marketing and Management This 6-month multi-modular programme is aimed at developing the candidates into digital marketing experts who will be equipped to lead the booming industry. PGPDMM covers modules such as Search Engine Optimisation (SEO), Pay Per Click (PPC), Social Media Marketing, Email Marketing, Web Analytics, Display Advertising, Mobile Marketing, Marketing & Sales, and Finance & Project Management. The 6-month classroom training is followed by a 2-month corporate internship. Certifications Students will be awarded with 6 certificates: 1 Postgraduate Programme in Digital Marketing & Management by Regenesys Institute of Management, India 2 Facebook Blueprint Certificate 3 Google AdWords Fundamental Certificate 4 Google Display Advertising Certificates 5 Google Video Advertising Certificates 6 Microsoft (Bing ads accredited Professional Certificate) Eligibility Graduation in any field Regenesys Management Admission Test (RMAT) CAT Score Accepted, but not mandatory. Fees Regenesys Intake 3.5 Lakhs + Taxes October 2019
Module Details
MODULES SEM HOURS
Email Marketing I 20
Social Media Marketing (Facebook, LinkedIn, Twitter) I 50
The course is
Marketing & Sales Management I 30
divided into two
Search Engine Optimisation (SEO) I 30
semesters spanned Video Advertising I 40
over 6 months of Graphic & Web Desigining II 30
traning & 2 months Mobile Marketing II 20
of full-time Search Engine Marketing (SEM)/ Google Adwords & Bing Ads II 60
internship with our Display Advertising II 30
corporate partners Web Analytics II 30
across India and
*Depends on the choice of programme
South Africa.
Module Assessment Method
Formative Assessment
The formative assessment would include problem-solving assignments, company-based projects,
group or individual presentations or responses to questions based on a case study.
Summative Assessment
Students are required to participate in one examination (summative) per module for which they need
to attain a sub-minimum of 40%, and an overall module mark (assignment + exam) of 50%, in order
to clear the module. Summative assessments would take the form of a closed book exam, which may
include a case study, group or individual presentations, etc.
All formative and summative assessments would be moderated either internally and/or externally.
5Programme Details EMAIL MARKETING Module Summary Email Marketing is marketing via the process of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer comes under Email Marketing. The Advanced Email Marketing Training module is designed to provide you an in-depth knowledge on various aspects & concepts of Email Marketing. The step-by-step learning module will help you to focus on each & every parameter of Email Marketing. The module will take you through the end-to-end process of emailing, email design & templates, email subscription management, reporting, analytics and more. The programme will also delve into case studies and share best practices & next generation trends in email such as video emails. The module finishes with hands-on strategising for Email Marketing. Module Outcome Successful completion of Email Marketing module will make you proficient in: (a) Scope of Email Marketing (b) Evolution of Email Marketing (c) Data Collection Methods & Best Practices (d) Email Marketing Management (e) CAN SPAM Act & Email Delivery Process (f) Reporting & Analytics (g) Strategy for Email Marketing (h) Best Practices of Email Marketing
Topics to be covered:
• Introduction to Email Marketing – Basics & • Email Campaign Settings & Process of
Concepts Test/Proof Emails
• Importance and Benefits of Email Marketing • Subject Line Testing
• Forms of Email Marketing • Cross-Browser Email Testing
• Email Newsletter, Transactional Emails, • Email Deployment List & Integration with 3rd
Direct/Promotional Emails & Auto-Reply Party Tools and Hosting of Online Version of
Emails Images & Email
• Email Database/Subscription Management – • Process of Email Delivery
Online & Offline • Email CAN SPAM Process
• Email Template Design – HTML & Text Version • Email Campaign Performance Metrics
• Email Campaign Data Reporting
7Programme Details SOCIAL MEDIA MARKETING Module Summary Social Media Marketing (SMM) encompasses techniques that target social networks and applications to spread brand awareness or promote products & services. Social Media Marketing campaigns usually centre around establishing a social media presence on major platforms such as Facebook, LinkedIn, Twitter & more. The Advanced Social Media Marketing Training module has been designed to provide you an expert overview on all the leading social media marketing platforms such as Facebook, LinkedIn and Twitter, which will help you successfully plan & implement social media marketing campaigns on these platforms. Upon completion of this course, you'll be awarded a Facebook Blueprint Certification. Module Outcome Successful completion of Social Media Marketing module will make you proficient in: (a) Planning & executing Social Media Marketing campaigns on leading Social Media platforms (b) Managing Facebook Business Page (c) Creating Facebook Adverts Account, Campaigns & Ads (d) Optimising Performance of Facebook Marketing Campaigns (e) Analysing & Reporting Data (f) LinkedIn Marketing Campaigns (g) Twitter Marketing Campaigns
Topics to be covered:
• Introduction to Social Media Marketing
• Overview on Facebook, YouTube, LinkedIn & Twitter
• Facebook Marketing – Company/Business Page
• Introduction to Facebook Adverts Manager
• FB Ads Manager – Creating Ads
• FB Ads Manager – Ads Delivery & Performance
• FB Ads Manager – Ad Account Settings
• FB Ads Manager – Ad Management Tools
• FB Ads Manager - Ad Performance Reporting & Insights
• FB Ads Manager – Billing & Payments
• Twitter Marketing
• LinkedIn Marketing
• Live Project
SOCIAL MEDIA
9Programme Details
GRAPHIC & WEB DESIGN
Module Summary
Graphic design is the process of visual communication and problem-solving using one or more kinds
of typography, photography and illustration. Graphic designers create and combine symbols, images
and text to form visual representations of ideas and messages. This coursewill help you to use
typography, visual arts and page layout techniques to create visual compositions.
For Web Development we use HTML which stands for Hyper Text Markup Language, it is the most
widely used language on Web to develop web pages. It is designed for aspiring Web Designers and
Developers who want to understand HTML with its simple overview, and practical examples.
Module Outcome
Successful completion of Graphic & Web Design module will make you proficient in:
(a) Designing both traditional and digital form of advertising campaign that involves the use of
visual arts, typography, and page layout techniques.
(b) Enhance skills in typography, ideation, page layout, logo designing and communication designing
for clients belonging to any domian.
(c) Designing Web Pages, Inserting images, Table creation, List styles, Frame creation, Clickable link
creation, color scheme for web page creation etc. HTTP Error codes and its types.Topics to be covered:
• Learning Softwares like Corel Draw, Illustrator and Photoshop
Typography
• Visual Arts
• Page Layout
• Visual Compositions
• Corporate Design (logos and branding)
• Editorial Design (magazines, newspapers and books)
• Advertising
Product Packaging
How to make webpages globaly visible
Designing Web pages with different color, style, size etc
• HTML - Overview
• HTML - Tags
• HTML - Images
• HTML - Tables
• HTML - Lists
• HTML - Links
• HTML - Backgrounds & Colors
• HTML - Forms
• HTML - Embed Multimedia
• HTML - Marquees & header
• HTTP – message codes
11Programme Details
MOBILE MARKETING
Module Summary
Mobile Marketing is marketing through promotional activities designed for delivery to mobile phones
and other hand-held devices, usually as a component of a multi-channel campaign.
We are witnessing a mobile revolution. This module is designed to teach you how to achieve success
through mobile responsive design, mobile apps, SMS, QR Codes and more. This module covers the
use of mobile marketing to boost business through Twitter, Facebook, WeChat, Weibo, WhatsApp,
Instagram and more. Mobile Marketing is no longer just a "nice-to-have" tool. Expenditure on Mobile
Marketing is expected to hit $31.1 billion by 2017. In 2018, two-third of social media ad spend will be
on mobile marketing. The marketer who knows how to leverage the mobile platform and can keep up
with its explosive growth, will captivate their audience.
Module Outcome
The module aims to provide you with in-depth understanding of all the facets of Mobile Marketing.
After the training, you will be able to:
(a) Master the tools and techniques required to be a successful
mobile marketer.
(b) Leverage mobile medium to increase the reach of your
marketing campaigns.
(c) Increase mobile lead generation and conversions for your
brand/product.Topics to be covered:
• Introduction to Mobile Marketing
• Understanding Mobile Devices
• Core Mobile Product and Service Offerings
• Supplemental Products and Service Offerings
• Mobile Advertising and Search
• Incentives and Loyalty Programmes
• Mobile Marketing and Social Media
• Location and Mobile
• Mobile Rules and Regulations
• Mobile Marketing Measurement & Analytics
• The Mobile Website
• Careers in Mobile Marketing
13Programme Details
SEARCH ENGINE MARKETING
Module Summary
Search Engine Marketing (SEM) is a form of digital marketing that involves the promotion of
websites by increasing their visibility in Search Engine Result Pages (SERPs) primarily through paid
advertising. Generally, this form of paid advertising is done via leading platforms such as Google
AdWords, Bing Ads & Yahoo Search Ads. The module has primarily been designed to give you a
broader perspective and knowledge for using tools such as Google AdWords & Bing Ads and help
you understand the paid search ads eco-system. You will also learn about advertising strategy
development, campaign design, conversion tracking, bidding, reporting, landing pages and
campaign management and advanced PPC techniques. Upon completion of this module you
would be awarded Google Ad-words fundamentals certificate and Bing Ads certificates.
Module Outcome
Successful completion of Search Engine Marketing module will make you proficient in
(a) Successfully planning, implementing & optimising online campaigns for the business via Google
AdWords & Bing Ads
(b) Developing online marketing strategy using paid search platforms that deliver on organisation's
overall marketing objectives
(c) Analysing & reporting the performance of online paid search platforms
(d) Getting new outlook of booming digital marketing domain & its global impactTopics to be covered:
• Introduction to Google AdWords & Bing Ads –
Set Up & Basics
• Account Management
• Campaign & Ad Group Management
• Ad Formats
• Keyword Targeting
• Language & Location Targeting
• Budget & Bidding
• Measurement & Optimisation
• Performance, Profitability & Growth
• Billing Procedure
• Google AdWords & Bing Ads Help Forum
SEM
15Programme Details DISPLAY ADVERTISING Module Summary Display Advertising refers to advertising that incorporates text, logos and pictures or images positioned on a website or search engine. It is different from Google’s text or classified advertising as it not only includes the brand’s message, but the overall business brand. The module provides deep knowledge on all crucial aspects you need to know, right from the ad-options that are best suited for a campaign to the utilisation of online cookies. The module offers an exciting opportunity for digital advertisers and enhances their ability to remarket display ad campaigns. The module covers basic and advanced concepts, including best practices for creating, managing, measuring and optimising display ad campaigns across the display ad network. Upon successful completion of this module you would be awarded Google display advertising certificate. Module Outcome Successful completion of Display Advertising module will make you proficient in : (a) Fundamentals of the various aspects of display advertising (b) Reaching out to a larger pool of target audience via Google's display network (c) Mastering skills involved in planning & setting up a display AdWords platform (d) Developing bidding strategies for display ads (e) Remarketing and retargeting via display ads (f) Measuring & reporting display network campaign performance
Topics to be covered:
• Overview of Display Advertising
• Google Display Network
• Setting up a Display Network Campaign
• Showing Ads on the Display Network
• Reaching Audience on the Display Network
• Measuring & Optimising Performance on the Display Network
Digita Ads
17Programme Details
WEB ANALYTICS
Module Summary
Web Analytics is an analytical process in Digital Marketing which measures, collects, tracks, and
analyzes internet data to optimise web usage as well as improve business solutions and market
research.
The Advanced Web Analytics module takes you through the various aspects of website & mobile
application data analysis, multi-channel analytics, qualitative search, and reports. Additionally, it helps
the professional discover tools to assess visitors’ behaviour on websites & mobile applications.
Module Outcome
Successful completion of Web Analytics module will make you proficient in:
(a) Web data analytics and competitive intelligence analysis
(b) Various features of Web Analytics and multi-channel analytics
(c) How web data analytics provides important insights into the behaviour of the market and website
& mobile application traffic
(d) Generate valuable data from internal search analysis and competitive intelligence analysis
(e) Confidently analyse and provide business solutions based on web analytics data
(f) Perform qualitative research and deliver actionable & data-driven business insightsTopics to be covered:
• Web Analytics – Terminology, Concepts & Models
• Google Analytics Account Set Up
• Google Analytics Account Setting & Configuration
• Google Analytics Dashboard
• Goal Configuration & Settings
• Data Interpretation & Analysis
• Data Reporting
• Legal Implications
19Programme Details MARKETING AND SALES MANAGEMENT Module Summary Marketing & sales are considered to be the most important functions of any organisation. The module is designed to understand the core concepts of marketing and its application in the real world situations. The module discusses the core concepts of traditional marketing along with digital marketing. The module is aimed at understanding market situations, developing marketing strategies and understanding the evolution of marketing to help professionals across industries. Module Outcome Post completion of this module, you would be able to analyse business opportunities, develop marketing strategies and plans and would be able to apply marketing concepts in your organisations.
Topics to be covered:
• Marketing and Sales Terminologies
• Marketing Concepts & Definitions
• Marketing Segmentation
• Targeting Strategies
• Differentiation & Positioning Strategies
• Product, Price, Place and Promotion Strategies
• Public Relations
• Customer Relations Management (CRM)
• Marketing Competitor Analysis
• Customer Buying Behaviour
• Advertising
• Marketing Plan
• Synchronising Multiple Platforms to Achieve Maximum Effect
• Sales Management
• Brand Building
• Success and Failure Factors
21Programme Details
SEARCH ENGINE OPTIMISATION
Module Summary
SEO (Search Engine Optimisation) is the process of improving the visibility of a website/webpage via a
Search Engine such as (Google, Bing & Yahoo etc.) by keeping a website’s search listing as close to the
top of the Search Engine’s list as possible. The Advanced SEO module will help you develop the skills
to use keywords, to attract and increase the traffic of prospective users to a website. SEO plays a
pivotal role in making businesses to appear on the top of search result rankings to build a cost
effective and consistent medium for generating traffic. This training module is designed to offer
in--depth knowledge of every aspect that exists to increase the organic search ranking of a
website/webpage. The training takes you through all the steps needed for search engine
optimisation. It includes on-page & off-page best practices, keyword research, website design &
architecture, link building, website audit, Google Search Console Analytics, application of Keyword
Planner Tool & more.
Learning Outcome
Successful completion of SEO module will make you proficient in :
(a) Planning & implementing Search Engine Optimisation for the intended website
(b) Analysing and finalising website structure & audit process
(c) Domain set-up, booking & hosting process
(d) Competitive & keyword analysis
(e) Hands-on experience on Google Search Console & Keyword Planner tool
(f) On-page & off-page SEO
(g) Attracting organic traffic to the website, boosting visibility and new customers
via SEOTopics to be covered
• Introduction to SEO, Objectives and Goals • SEO Plug-ins and Technical Aspects of SEO
• Key Search Engines – Google, Bing & Yahoo • Importance of Google Search Console
• Basics of Website Audit and Important Factors • Setting Up Google Search Console
• Domain Booking Based on Suggestions • Setting Up Bing Search Console
• Set-Up Domain & Hosting • Basics of On-page SEO and Off-page SEO
• Important Aspects of Content Finalisation • Keyword Research – Keyword Planner Tool
• Installing WordPress • Google Trend Analysis and Google My Business
• Setting Up Website With Minimum Features • Competitive Analysis
• Live Project
Strategy
Social Media Website Optimisation
Software Development Keyword Research
Links Building
Sitemap Optimisation
23Programme Details VIDEO ADVERTISING Module Summary The Video Advertising module covers basic and advanced concepts, including best practices for creating, managing, measuring & optimizing video advertising campaigns across YouTube and other video platforms across the web. The module provides deep knowledge on all crucial aspects such as ad-options that are best suited for campaigns for the utilization of online cookies. The module offers an exciting opportunity for digital advertisers and enhances their ability to remarket Video Ad campaigns. Upon successful completion of this module, you would be awarded a Google Video Advertising certificate. Learning Outcome Successful completion of Video Advertising module will make you proficient in: (a) Fundamentals of the various aspects of Video Advertising (b) Reaching out to a larger pool of target audience via YouTube Video Ads (c) Mastering skills involved in planning & setting up a Video Campaign on AdWords platform (d) Developing bidding strategies for Video Ads (e) Remarketing and retargeting via Video Ads (f) Measuring & reporting Video campaign performance
Topics to be covered
• Overview of Video Advertising
Campaign Creation & Management
YouTube audience engagement
TrueView video ad formats
Reaching potential customers
Performance Management & Optimization
25Programme Aims Develop understanding of key marketing & promotional functions in which a business operates Apply and evaluate forms of marketing analysis in digital reach contexts Develop & evaluate marketing plans that harness the power of digital media Use the wealth of data available with digital marketers for segmenting markets & positioning brands Use social media to promote brands and engage with customers Optimise websites to maximise search-engine rankings Interpret click-through analytics to evaluate online advertising efforts Identify and assess strategic challenges faced by organisations in terms of reaching target audience and find ways to meet those challenges Programme Outline The PGPDMM is an experience-oriented digital marketing programme where learning is initiated and directed through formal contact with the teaching team in lectures, workshops and seminars and Live projects.. The PGPDMM students develop their learning through group activities organised in class, apart from the formal teaching time. They are also expected to develop their competencies through reading, writing, problem-solving and practical tasks outside the classroom. Students develop their understanding and show their ability to apply knowledge and analyses to various business contexts through the use of case studies, business scenarios, presentations and problem-based learning exercises. Throughout the course, the students are encouraged to develop critical thinking skills. Lectures and workshops are important activities that develop cognitive skills. Lectures provide students with tools of analysis, outline methods of evaluation and give clear guidance on how best students can extend and apply their learning independently. Teaching modules are structured so that students first acquire basic and advanced knowledge of a topic, usually in lectures, and then apply and evaluate techniques in workshops and seminars outside the classroom. Practical skills are developed through full-time internship arrangements with our corporate partners as well as through live projects undertaken by students. Leadership skills are developed in the students during the course. Also, personal development is strongly supported.
Alumni Achievements
Prasad Mohutkar Arindam Nayak Sakshi Tiwari Pratik Pillai
Batch: January 2017 Batch: January 2017 Batch: January 2017 Batch: June 2017
Placed : Indian Dental Association Placed : E-Keeda Placed : Doodle Genie Placed : eClerx Services Ltd.
Abhinav Sharma Gopi Goli Nishant Sadnani Rahul Poojari
Batch: June 2017 Batch: June 2017 Batch: June 2017 Batch: June 2017
Placed : Philip Capital Placed : Radcliffe School Placed : Reach Local Placed : Accenture Hyderabad
27Corporate Partners
Regenesys Institute of Management
Proxima Building, Unit No. 1101, 11th Floor, Plot No. 19, Sector 30 A, Near Vashi Railway Station, Navi Mumbai - 400 705, India
+91 22 6196 6800 www.regenesys.in www.regenesys.netYou can also read
