1. ONLINE MARKETING
AS TAUGHT @
IIT BOMBAY, SHAILESH J MEHTA SCHOOL OF MANAGEMENT
Online Marketing > Course Overview

2. About the Lecturer
Mandar Marathe
mandarmarathe.net
+91-8879600206
mandar13@gmail.com
mandar.marathe
mandar13
/In/mandarmarathe

3. Professional Experience
Director, Client Servicing &
Office Head (Mumbai, India)
October 2010 – Till date
Technology Manager (Boston, USA)
January 2008 – April 2010
Software Engineer(Pune, India)
June 2004 – June 2006

4. Academic Background
Master of Business Administration,
December 2007.
Bachelor of Engineering in Computer Science,
June 2004.

5. Course Structure
Part A Part B Part C Part D Part E Part F
Course
Mobile
Introduction Get Found Convert Analyze Project
marketing
Presentations
3 6 3 3 3 4.5
hrs. hrs. hrs. hrs. hrs. hrs.
Online Marketing > Course Overview

6. Part A: Introduction
Digital Marketing Inbound vs. Outbound
Overview Marketing
• Digital Marketing overview • Class Debate
• Components of Digital Media • Using your website as an
• Online & Mobile marketing Inbound marketing machine
trends in India • Introduction to Course Project
+ Inbound Certification
Online Marketing > Course Overview

7. #IMU
Inbound Marketing Certification from HubSpot
http://www.inboundmarketing.com/university
Mandaratory
30% Grade
Online Marketing > Course Overview

8. Part B: Get Found
Blogging SEO SEM Social
• Components • SEO Basics • Introduction Media
of a Blog • Case Study : to Google • Social media
article Website AdWords channels &
• Case Study improvement • Basics of strategy
Discussion Setting up an • Case Study
account Discussion
Online Marketing > Course Overview

9. Add some SEM to your resume
Google (PAID)
http://www.google.co.in/intl/en/adwords/professionals/individu
al.html
Microsoft (FREE)
http://advertise.bingads.microsoft.com/en-us/training
Optional
Online Marketing > Course Overview

10. Part C: Convert
Lead conversion Lead nurturing &
• Landing pages, CTA’s Email marketing
and copywriting. • CRM
• Class activity: Landing • Email marketing
page evaluation • Class activity: Email
design
Online Marketing > Course Overview

11. Part D: Analyze
Web Analytics Social Media Analytics
• Introduction to closed loop • Facebook Insights
marketing • Twitter Trends, Klout.com
• Digital marketing • Online reputation
measurement model management
• Class learning: Hands-on
Google Analytics
Online Marketing > Course Overview

12. Google Analytics Certification
http://www.google.com/intl/en/analytics/iq.html
Optional
Online Marketing > Course Overview

13. Part E: Mobile Marketing
Components of Mobile Mobile marketing
Ecosystem strategy
• Mobile Devices • Targeting the mobile
• VAS audience
• Mobile Apps • Case Study discussion
• WAP
• Mobile search & display
Online Marketing > Course Overview

14. Course Grading
Components % of Grade
Inbound Marketing Certification 30%
Course Project (Group of 5) 50%
Surprise Quizzes (2 or 4) 20%
AdWords Certification Optional
Analytics Certification Optional
Above 90%: Grade A+
80 to 90%: Grade A
70 to 80%: Grade B+
Above 60%: Grade B
Online Marketing > Course Overview

15. Thank You!
Online Marketing > Course Overview