Fundamentals of Digital Marketing Course | IIT Kharagpur | Strategy & Analytics
Course Details
| Exam Registration | 6987 |
|---|---|
| Course Status | Ongoing |
| Course Type | Elective |
| Language | English |
| Duration | 8 weeks |
| Categories | Information Systems, Marketing |
| Credit Points | 2 |
| Level | Postgraduate |
| Start Date | 16 Feb 2026 |
| End Date | 10 Apr 2026 |
| Enrollment Ends | 16 Feb 2026 |
| Exam Registration Ends | 27 Feb 2026 |
| Exam Date | 24 Apr 2026 IST |
| NCrF Level | 4.5 — 8.0 |
Why Mastering Digital Marketing is Non-Negotiable in Today's Business World
In an era where consumer attention is the ultimate currency, understanding the fundamentals of digital marketing is no longer a specialized skill—it's a core business competency. Whether you're launching a startup, managing a brand, or driving sales, the digital landscape is your primary battlefield. This comprehensive 8-week postgraduate course, designed and delivered by esteemed faculty from IIT Kharagpur, provides the strategic and operational blueprint you need to succeed.
Course Overview: Your Pathway to Digital Proficiency
This mandatory course is meticulously structured for students and professionals aiming to integrate digital marketing into existing plans or harness it as a powerful new media channel. The objective is clear: to sensitize participants to the multifaceted world of digital marketing, moving beyond theory to practical, actionable strategy.
Duration: 8 Weeks
Level: Postgraduate
Categories: Information Systems, Marketing
What You Will Achieve
Upon completion, you will be able to visualize both the operational and marketing aspects of digital campaigns and formulate effective, data-driven strategies. The course empowers you to navigate key areas like digital marketing strategy, online advertising, and web analytics, using real-world case studies to bridge the gap between concept and execution.
Learn from Industry Pioneers and Academic Experts
Prof. Saini Das – IIT Kharagpur
Prof. Saini Das brings a unique blend of academic rigor and industry experience. A faculty member in the Business Analytics and Information System area at VGSoM, IIT Kharagpur, her background includes a role at IIM Indore and prior experience as a software engineer at Infosys. Her teaching and research expertise spans digital marketing, business analytics, e-commerce, and data privacy. Having authored papers in reputed journals and taught in numerous management development programs, Prof. Das provides deep insights into the analytical backbone of digital marketing.
Prof. Atanu Ghosh – Entrepreneur & Digital Strategist
Prof. Atanu Ghosh complements academic theory with proven entrepreneurial success. As Managing Partner of Bluebeaks Solutions and a serial entrepreneur, he has firsthand experience in building and profitably exiting ventures like Salt n Soap (e-commerce) and Nevaeh Technology (IT services). A visiting faculty at premier institutes like XLRI, IIM Calcutta, and IIM Bangalore, Prof. Ghosh translates digital strategy, transformation, and technology management into practical lessons for the next generation of marketers.
Detailed 8-Week Course Curriculum
| Week | Core Topics Covered |
|---|---|
| Week 1 | Introduction, Flywheel vs. Funnel Model, Customer Segmentation (BYOP), Digital Display Ads |
| Week 2 | Search Ads – Mastering Organic Search (SEO) |
| Week 3 | Search Ads – Strategies for Paid Search (PPC) |
| Week 4 | Effective Email Marketing Campaigns |
| Week 5 | Social Media Marketing - Part 1 (Strategy & Platforms) |
| Week 6 | Social Media Marketing - Part 2 & Mobile/App Marketing |
| Week 7 | Digital Monitoring and Tracking - 1 (Introduction to Analytics) |
| Week 8 | Digital Monitoring and Tracking - 2 (Advanced Analytics & Strategy) |
Key Learning Modules
- Digital Marketing Strategy: Move from traditional funnels to modern, engagement-driven flywheel models.
- Online Advertising: Deep dive into Digital Display Ads, Pay-Per-Click (PPC), and programmatic buying.
- Channel Mastery: Hands-on learning in SEO, Email Marketing, Social Media, and Mobile/App Marketing.
- Data-Driven Decisions: Learn Inbound Marketing, Affiliate Marketing, and the crucial role of Web Analytics for measuring ROI and optimizing campaigns.
Essential Reading Materials
To supplement the lectures and case studies, the course references seminal texts in the field:
- Zahay & Roberts: Internet Marketing (4th Ed.) – For foundational internet marketing principles.
- Ian Dodson: The Art of Digital Marketing – A definitive guide to creating strategic online campaigns.
- Tuten & Solomon: Social Media Marketing – For in-depth social media strategies.
- Michael Miller: B to B Digital Marketing – Essential for understanding business-focused digital strategies.
Who Should Enroll?
Intended Audience
This course is ideally suited for students of Management (MBA/PGDM) and early to mid-career professionals seeking to formalize and enhance their digital marketing knowledge.
Prerequisites
A basic understanding of Marketing Management concepts is recommended to fully grasp the strategic digital applications.
Industry Relevance & Support
All companies leveraging digital media for marketing will recognize the value of this curriculum. The skills taught are in high demand across industries—from FMCG and B2B services to e-commerce and tech startups—making this course highly relevant for career advancement.
Conclusion: Transform Your Strategic Vision
The Fundamentals of Digital Marketing course from IIT Kharagpur is more than just a series of lectures; it's a strategic immersion. Guided by Prof. Saini Das's analytical expertise and Prof. Atanu Ghosh's entrepreneurial acumen, you will graduate with a comprehensive toolkit to design, execute, and measure successful digital marketing campaigns. In today's competitive landscape, this knowledge isn't just an advantage—it's the foundation for sustainable business growth and a thriving career.
Enroll Now →