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LOYOLA INSTITUTE OF BUSINESS ADMINISTRATION Loyola Campus, Chennai. MANAGEMENT DEVELOPMENT PROGRAMMES Digital and Social Media Marketing Programme Programme Facilitator Kiruba Shankar CEO, Business Blogging Schedule Dates – 3rd and 4th March, 2017. Venue – Hotel Residency Towers, Chennai Digital and Social Media Marketing Programme Introduction The Digital and Social Media Marketing programme is designed to offer Senior Executives in General Management , IT Professionals, Corporate Communications/ Public Relations and Sales & Marketing a practical hands on approach to leveraging the power of Digital and Social media. The Internet is now encroaching core business activities such as new product design, advertising, marketing and sales, creation of word-of-mouth and customer service. It is fostering newer kinds of community-based business models. There is a lot of economic value accruing from the content generated in spaces mediated by social media. There are tangible means for monetization of content through newer forms of online advertising and interactive marketing tools on the mobile web. These processes are just beginning and will have enormous impact on our activities and the way we relate to people and organizations. Traditional marketing has always been about the 4Ps: Product, Price, Place, and Promotion. This course will examine how the digital revolution has transformed all of the above, and augmented them with the 5th P of Participation (by consumers). Through a combination of case study analysis, lecture, project work, and simulations, participants develop expertise in social media planning, campaign management, and analysis to craft an authentic and effective "voice" for their organizations and communities. This programme provides an analysis of how to think from a customer’s point of view and a framework to help you design digital and social strategies for the business. The Programme Content includes, the what and how of Overview of Inbound (Online) vs. Outbound (Traditional) Marketing Converting Visitors to Leads & Leads to Buyers – Sales Funnels, Email Marketing and More Keyword Research & Search Engine Optimization Content Marketing – The Foundation of Online Marketing Marketing on Google: o Using Ad words and Google+ Local o Banner Ads, Mobile Marketing, Publicity and PR o Influencer Marketing Developing a Cohesive Marketing Strategy Reputation Management - How to Manage Your Online Reputation Social Media – o Making the Most of Facebook & Twitter o The Power of LinkedIn & Pinterest o Podcasting, Video, and Other Social Tactics o Developing a Social Media Plan & Measuring Results Google Analytics – Importance of measurement metrics o Tips & Tools to Manage, Monitor & Measure Online Marketing Thought Leadership and How to Build a Powerful Personal Brand. Programme materials and readings All required materials will be provided in class or via online access. The Faculty will also recommend other resources that participants may choose to purchase or use. Programme Prerequisites Participants are required to bring with them their specific expectations from the programme and the likely areas for application to their businesses. This will help them to leverage the learnings from the programme better. Learning Objectives “Making the business digital and social media savvy” Use of digital and social media platforms, tools and techniques to improve marketing and sales reach. Differences between inbound (online) and outbound (traditional) marketing Best practices for developing a website that meets business goals and is optimized to rank in search engines. Understanding current trends and popular platforms used in online and social media marketing and the ability to stay contemporary Best t practices for using various social media for business purposes Measurement website and social media performance About the Faculty Kiruba Shankar is the CEO of Business Blogging, a leading social media consulting firm. He has been consultant for leading brands such as Dominos Pizza India, IBM, British Council India, Murugappa Group, Club Mahindra and Sterling Holidays. He is a Professor of Digital Marketing and has taught at various business schools in and around Chennai. He has lectured on Social Media at IIM Kozhikode, IIM Bangalore, IIT Madras and Asian College of Journalism. Prior to his entrepreneurship role, he was Associate Director of Sulekha.com and a senior manager at Sify. He has authored 5 books: ‘Copy Right and Left: Understanding Creative Commons’, ‘Wikipedia – A Beginner’s Guide’, ‘Crowdsourcing Tweet’, ‘Unconference‘and ‘First Book’. He has been a technology columnist at The Hindu Business Line, The New Indian Express, Business Standard and Financial Express. He is a professional podcaster and hosts Kiruba.TV where he interviews global achievers. Business World magazine once ranked his blog Kiruba.com as one of India’s top blogs. Programme Schedule and Fees Date: 3rd & 4th March 2017 Venue: Hotel Residency Towers, T Nagar, Chennai Course Fee: Rs. 22,000 plus Service Tax Last date for Nomination – 25th February 2017 For Further Enquiries R.S.Sathya Saminadan Manager, Management Development Centre Loyola Institute of Business Administration (LIBA), Loyola College Campus, Chennai - 600034. T): (91) 44 28177231 / 96000 49200 || [email protected] MANAGEMENT DEVELOPMENT CENTRE Nomination Form Programme Title Name of the participant Organization Job Title Email Id Mobile No Authorised Signatory & Company Seal (In case of Self Nomination Company Seal is not required) Note: Please return the Completed Nomination Form along with the Fees to Mr. R.S.Sathya Saminadan Manager - Management Development Centre (MDC) Loyola Institute of Business Administration (LIBA), Loyola Campus, Chennai - 600034. (T): (91) 44 28177231 || (M) 96000 49200 (E) [email protected]