Indian Digital Advertising to go up 425% by 2020, expects FICCI

MUMBAI, India - Aug. 8, 2016 - PRLog -- As consumers are increasingly preferring to receive information on their handphones, digital advertisement spend outperformed expectations in 2015, growing almost 38.2 percent over 2014 to reach INR 60 billion. It is expected to cross INR 255 billion in 2020, as per the FICCI-KPMG Report 2016- in their annual report on the media and entertainment (M&E) industry. It is in response to this massive demand that the S P Jain School of Global Management, Mumbai has announced its new comprehensive career focused professional program in Digital Marketing & Metrics.

Director Professional Programs spearheading the Digital Marketing & Metrics Program at S P Jain School of Global Management, Mumbai, Dr Raja Roy Choudhury says, "With the growing smartphone penetration, content consumption behavior is now being driven by smartphones. This has led to increase in mobile advertisement spends as well. Another strong factor for the growth of digital advertising market is driven by the new found love for OTT video services. While it is a true fact that 90% of households in India have a television set, still watching other content on laptops and smartphones based on individual choices has been a key trigger for increasing adoption and usage of OTT services."

The report also states that in 2015, mobile advertising spends were estimated to be at INR 9 billion, is now expected to grow at a CAGR of 62.5 percent to reach INR 102.1 billion by 2020.

Professional PGP in Digital Marketing & Metrics Course details:
This program trains students in the ins and outs of digital marketing plans, and also the tools and techniques needed to develop and run the digital marketing operations. The program is ideal for:

Students with 0-3 years of experience
And interested in developing a career in Digital Marketing
With reasonable interest in the Digital Media & Digital Advertising careers

Program Approach/Methodology

The 6-month program is designed as an intensive capstone project with simulated learning and real-time execution. The approach for this program is 'Discontinuous Learning' i.e., an approach that provides in-class learning and mentorship but a simultaneous practice-based approach that encourages students to test the theories by executing campaigns in real-time. The learning system has two pillars:

a) Classroom Learning and Exposure:  In the classroom setting, participants shall be exposed to interactions with learned experts in the digital marketing space. These include both world-class professors and industry experts who have worked in the digital space for considerable amount of time. Participants shall discuss case studies of firms that have experienced both successes and failures in the digital marketing arena.

b) Simulated and Real-time Execution in the 'Digital Lab': In the lab, students put to use their classroom learning- essentially apply the concepts and execute real-time and integrated digital marketing strategies for chosen firms. Here, panels of industry experts drawn from several fields shall mentor the projects.

• Such a dynamic approach leads to several important outcomes for the participants:
• They gain exposure to cutting-edge developments in the digital marketing arena
• They get to apply their learning in real-life scenarios
• They understand the execution dynamics of their own strategies
•  More importantly, they get to measure and monitor actual performance, and generate positive feedback loops