INDIAN INSTITUTE OF MANAGEMENT CALCUTTA DIGITAL MARKETINGCourse Code: MK-EX 117; Credits: 1.5 PGP-Ex Term VI (2018-19) Course Instructor: Sujoy Golan (SG) Faculty Email: [email protected]Course Coordinator- Krishanu Rakshit (KR), Coordinating Faculty Email: [email protected]Room: NAB K305, Extension: #2084 INTRODUCTION TO THE COURSE Digital and the internet is now firmly mainstream. Five of the top ten most valuable companies in the world are fundamentally “digital economy” companies, up from one place ten years ago. The scale and speed of disruption is immense, and digital marketing is an underpinning of the digital economy This drives tremendous opportunities and challenges, which you, the managers of the future need to be prepared for. This course aims to provide students an overall understanding and working knowledge of digital marketing. In this fast-changing area, newer channels (and companies and networks) frequently emerge, but the fundamentals of user behaviour and core metrics have largely remained consistent. A strong grasp over fundamental frameworks alongside analytical thinking and creative ideas is the perfect recipe for an effective digital marketer. Importantly, we learn from what is happening around us – all real-world examples. We, as consumers, are the centre of the digital universe, after all. The final assignment will give the student a canvas to apply his or her learning from the course.