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With online shopping catching up as a trend, the country’s top B-schools are thinking of offering courses in digital marketing now. XLRI, the Xavier School of Management, one of the nation’s premier B-Schools, has entered into technical collaboration with Talentedge, an online interactive education company, and has launched a specialised online certificate programme in digital marketing for professionals employed in marketing, advertising, branding, communications and sales.

This e-MDP course has been carefully designed to provide an in-depth understanding of what constitutes digital marketing and the skills required to run a digital marketing programme, and also to help understand the role of digital marketing in the larger context of marketing, business and industry. The course will expose students to the strategic use of digital marketing tools in a measurable, actionable and effective marketing programme.

The programme will be training candidates to understand the basics of digital marketing; develop a comprehensive digital marketing strategy, appreciate how to use new media platforms, such as mobiles, search engines and social networking sites. Students will also get to know the measurement techniques used in evaluating digital marketing efforts, learn the importance of following industry publications given the dynamic and rapidly changing digital landscape, and understand the ethical and legislative impact on digital marketing.

Speaking about the programme, professor Arpita Srivastava, member of faculty, marketing area, at XLRI, said, “In today’s world, social media and digital marketing are playing vital roles. Business heads and those who are into the marketing of their products will get an insight on innovative marketing channels and learn how to leverage the online medium for growth of their businesses.”

She added that using case-based pedagogy, along with live lectures, interactive sessions and project work, an integral part of this course, “they will get an opportunity for active participation”. “The programme is specially designed for professionals managing marketing functions as well as those looking forward to marketing, business and industry in the larger context,” Srivastava said.

The course module is spread over 15 weeks (4 months) and will be held through live lectures by XLRI faculty that will be beamed online to students’ desktops, laptops and classrooms using Talentedge’s Direct To Device platform. Beside lectures, case studies, interactive sessions, project work and class exercises, students will get to work on live projects.