Digital Transformation Masterclass

Setting the Context

1. Setting the Context

1.1           The Triggers

1.2           Digital Business Models

1.3           Digital Consumer Behavior

1.4           Digital Channels

1.5           Digital Content

1.6           Digital Transformation

1.7           Digital Agency Anatomy

1.8           Understanding Why & How businesses globally are adopting Digital Paradigm

1.9           Quiz

Digital Strategy – Backbone of Digital Transformation

Chapter 1

1. Digital Strategy – Fundamentals of Digital Transformation

1.1           Understanding AS-IS Business Model

1.2           Know Your Brand – Create Brand Persona

1.3           Know Your Consumer – Create Buyer Persona and Understand Buyer Journey

1.4           Key Areas for Digital Transformation

1.5           Industry Standards

1.6           Practical

1.7           Chapter Quiz

Chapter 2

2.0           Digital Audit – Figure out Digital Maturity Score

2.1           Digital Audit Checklist

2.2           Goal Setting

2.3           Define KPIs & Matrices

2.4           Tools to Perform Audit

2.5           Conduct the Digital Audit for Brand Digital Maturity

2.6           Practical

2.7           Chapter Quiz

Chapter 3

• Competition Analysis

3.1           Digital Research

3.2           Social listening Tools

3.3           Build Insights into Business Audience & Competitors

3.4           Industry Case Studies

3.5           Practical

3.6           Chapter Quiz

Chapter 4

• Develop a Digital Transformation Roadmap

4.1           Content Strategy

4.2           Organic/Paid marketing Strategy

4.3           Channel Mix Strategy

4.4           PR Strategy

4.5           Content Distribution Plan

4.6           Practical

4.7           Chapter Quiz

Chapter 5

• Measure Digital Marketing Effectiveness – Smart Insights

5.1           Top Digital Marketing Metrics & KPIs

5.2           Identify KPIs and Targets for Your Brand

5.3           Tools and Techniques to Measure and Evaluate KPIs

5.4           Reporting Framework

5.5           Practical

5.6           Chapter Quiz

Chapter 6

• Creating Sales Pitch – How to create a pitch for Digital Program

6.1           The ABC of creating Sales Pitches

6.2           Industry Case Studies

6.3           Practical

6.4           Chapter Quiz

Content Marketing – The Art of Storytelling

Chapter 1

• Content Marketing Nuances

1.1           Content Marketing Lifecycle

1.2           Funnel Orientation Of Content Marketing

1.3           Effective Content Marketing Tactics

1.4           Amazing Case Studies of Content Marketing

1.5           Practical

1.6           Chapter Quiz

Chapter 2

• Content Planning & Implementation

2.1           Brand Persona Research

2.2           Audience Research

2.3           Content Maturity Audit

2.4           Content Research – Topic & Keyword Research

2.5           Channel Mix & Content formats

2.6           Content Creation Workflow

2.6.1   Content Calendar

2.6.2   Visualization Techniques

2.6.3   Storyboard

2.6.4   Content Validation & QC

2.7           Practical

2.8           Chapter Quiz

Chapter 3

• Content Distribution

3.1           Paid, Owned & Earned Media

3.2           Automation Tools

3.3           Content Efficacy & Insights

3.4           Practical

3.5           Chapter Quiz

Chapter 4

• Content Techniques for Organic Marketing

4.1           Search Engine

4.2           Social Media

4.3           Email

4.4           Blogs

4.5           PR

4.6           Practical

4.7           Chapter Quiz

Chapter 5

• Content Techniques for Paid  Marketing

5.1           Paid Search (PPC, Responsive Ads, Display Ads)

5.2           Social Media Advertising

5.3           Banner Ads

5.4           Native Ads

5.5           Practical

5.6           Chapter Quiz

Chapter 6

• Modern Content Design Tips & Techniques

1.1           Current trends on Content Consumption with examples

1.2           Channel nuances for example Instagram Story Content, LinkedIn Pulse

1.3           Technology enabled content

1.4           Design Trends

1.5           Practical

1.6           Chapter Quiz

Channel Mix – Understanding Digital Distribution

Chapter 1

• Learn about the entire Gamut of Channel Mix

1.1           Inbound And Outbound Marketing

1.2           Channel Mix – Why and What?

1.3           Digital Marketing Channels – How It helps & How to Use (Best Practices & Top Strategies)

1. Website
2. Email
3. Social Media
4. Search (Google)
5. Mobile
6. 3^rd Party Portals
7. Technology Platforms
8. Commerce Platforms ( e-Commerce & Market Portals)

1.4           Practical

1.5           Chapter Quiz

Chapter 2

• Website– How to Distribute on Own  Media

2.1           Elements of a good Website

2.2           Industry Case Studies

2.3           Website Development Lifecycle

2.4           Website Optimization from Google perspective

2.5           Website Optimization from End User perspective

2.6           Practical

2.7           Chapter Quiz

Chapter 3

• How to plan Distribution  on Instagram ( Social Channel Example)

3.1           Personal Profile Vs Business Profile

3.2           Instagram Marketing Tools

3.3           Partner with Influencers for a Wider Reach

3.4           Strategies for Instagram profile augmentation

3.5           Instagram Case Studies

3.6           Practical

3.7           Chapter Quiz

Chapter 4

• How to plan Distribution through Email

4.1           Setting up Mail as a channel

4.2           Mail Marketing Tools

4.3           Understanding Marketing Automation through Mailers

4.4           Mail Marketing Case Studies

4.5           Practical

4.6           Chapter Quiz

Digital Media Planning – Amplifying Digital Distribution

Chapter 1

• Media Planning  – Business Goal driven Mix for Inbound & Outbound  Media Plan

1.1           Understanding Media Planning

1.2           Understand Media Architecture

1.3           Media Optimization Scenarios

1.4           Practical

1.5           Chapter Quiz

Chapter 2

• Search Engine Optimization – Organic Inbound Amplification

2.1           How Search Engine Works

2.2           On Page Vs Off Page SEO

2.3           SEO Methodology with industry best practices

2.4           Industry Case Studies

2.5           Practical

2.6           Chapter Quiz

Chapter 3

• Social Media ADs

3.1           Setting up Outbound Ads using Facebook Ad Manager

3.2           Understanding AD Optimization

3.3           Industry Case Studies

3.4           Practical

3.5           Chapter Quiz

Chapter 4

• Search ADs

4.1           Setting up Inbound & Outbound Ads using Google Ads Manager

4.2           Understanding AD Optimization

4.3           Industry Case Studies

4.4           Practical

4.5           Chapter Quiz

Chapter 5

• Other 3^rd Party AD Platforms

5.1           Native Ads and understanding how they work

5.2           How to buy AD space on 3^rd party Channels

5.3           Industry Case Studies

5.4           Practical

5.5           Chapter Quiz

Digital Program Management – Planning, Estimation & Monitoring

Chapter 1

• Digital Program Management  – Setting the ground rules for successful Digital Program

1.1           Understanding Digital Organogram

1.2           How to plan & estimate Digital Tasks

1.3           Understanding Primary / Secondary KPIs and how to create Task / KPI / Innovation tracker to monitor health of Digital Program

1.4           Project Management System example to monitor Digital Programs

1.5           Understanding Digital Governance

1.6           Chapter Quiz

Chapter 2

• Digital Analytics  – Business Insights driven by Digital Profiling

2.1           Understanding & Interpreting Channel Insights

2.2           Understanding & Interpreting AD Insights

2.3            Reporting Formats

2.4           Industry Case Studies

2.5           Practical

2.6           Chapter Quiz

Graduates, Postgraduates from any field, and working professionals who intend to launch their
careers in digital marketing and transformation are eligible. Candidates with prior understanding
and experience in sales and marketing will have an edge. This course includes a week of
context-setting exercises that will make it easier for students from all backgrounds to adapt to
the program.

Concept discussion, case studies, group work inside and outside formal sessions and experience sharing.

This course has been designed keeping in mind the current industry requirements and has been structured by industry veterans who have been running marketing agencies for more than 10+ years now. Some key pointers of this program are

ð  2 Days Online + One Day offline class ensuring a convenient hybrid model

ð  Every module have Chapter Tests/ Quizzes , Module Assignments and an overarching  Case Study which will allow participants to apply every concept hands-on

ð  Paid Tool subscription will be provided to get a feel of Industry / Agency ecosystem

ð  Industry Expert interaction will be there as a key part of this program where the participants will get to interact with certain experts from the industry apart from the core faculty

ð  Knowledge related to industry certifications will be provided and the participants will be encouraged to complete some of them

ð  1:1 mentoring and doubt clearance will be provided

Some of the industry acclaimed tools like SEMRUSH , Website Grader , BuzzSumo etc. will be used along with Channel plug-ins to get the participants acquainted with the industry best practices

Assessment:   

• Attendance: 10%,
• Participation in discussion with the faculty and participants during faculty conducted classes: 20%,
• Individual/group assignments: 30%,

End-of-the-program exam:  40%

Evaluation and Grading

There will be several areas of evaluation comprising:

• • level of attendance during sessions conducted by faculty
  • level of participation during class discussion,
  • surprise quiz,
  • Individual and group work on case studies
  • Formal presentation of case studies
  • End of the program examinations

• An overall evaluation will be made on relative basis considering performance in above mentioned areas. Each participant will be graded as either Excellent or Good or Average or Fair or Poor depending on his/her overall performance relative to the batch.
• A Completion Certificate will be issued only if the composite level of attendance and class participation is 60% or above and overall grade is at least Average. Those who will not meet this minimum requirement will be issued a Participation Certificate.

Certification:

The Strategy Academy Centre for Advanced Studies & CMI to certify this program jointly. There will be 4 categories of certification, depending on the level of performance – on relative basis – achieved