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B-schools tap social media potential

R. RAVIKANTH REDDY

Social networks have been providing scope for huge marketing opportunities for the companies apart from youth-based services.

Photo: M. VEDHAN

Stay Connected: Many management schools are ready to introduce courses on social media, as social networking sites are a craze among youth and business establishments.

Social media is emerging as a powerful tool not only for the young and upwardly mobile to connect and express their views but also on the business front giving scope for huge marketing opportunities for the companies.

With social media networks like Facebook catching the imagination of the youngsters and the numbers rapidly increasing, organisations are exploring ways to catch the attention of these people through various business strategies. And this business opportunity has also opened up the need for professionals who understand this new media well.

The management institutes have realised this new media potential and are exploring various facets and including it as part of the management syllabi.

The Indian School of Business (ISB), Hyderabad, in partnership with Directi, a leading web products company based in Mumbai, is now offering a new elective course titled ‘Leveraging Web2.0 - Social Media, Online Advertising & Web Analytics'.

Some of the topics that are covered in the course include harnessing Web2.0 in the workplace, building online communities, introduction to paid online marketing, introduction to web analytics and developing a digital marketing plan.

This specialised six-week course has been structured as a full credit course from the erstwhile one-credit pass-fail course that was conducted mostly on weekends. The course is designed to understand the Internet advertising marketplace and the fundamental changes that are taking place in the marketing landscape, given the introduction of social media and digital technologies.

“The course is designed to aid students develop effective online marketing campaigns, use web analytics to measure the effectiveness and quality of marketing campaigns, and synthesize online advertising and social media in integrated marketing plans,” says Sriram Gopalakrishnan, Director - Marketing & Communications, ISB. Tarun Davda, Director, Strategy & Business Development, Directi, says that given the rapid increase in the number of online audience worldwide, online marketing is gaining prominence in the larger landscape of marketing plans.

The course is aimed at equipping upcoming business executives with knowledge so that they can use and profit from these innovative technologies and digital marketing strategies.

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