Marketing looks almost unrecognisable compared to what it was ten years ago. The channels have multiplied. The data has exploded. Consumer attention is scattered across more platforms, devices, and formats than any single campaign can chase. What worked in mass media does not work on Instagram. What worked on Instagram does not work on YouTube Shorts. And what works today may be irrelevant by next quarter. The pace of change is not slowing down, it is accelerating. And marketing leaders are expected to keep up, lead the way, and still deliver results.
Yet most senior marketing professionals are navigating this landscape with tools and frameworks built for a different era. The strategy that delivered results five years ago looks very different from what drives growth today. Digital has not just added new channels, it has fundamentally rewritten how consumers discover, evaluate, and decide.
The gap is not about effort. It is about structured knowledge. Staying updated through LinkedIn posts and industry newsletters only goes so far. What senior professionals actually need is a deep, organised understanding of digital marketing that connects strategy, technology, data, and execution. And one that is built specifically for the level at which they operate.
This is exactly the gap that IIM Ahmedabad’s Digital Marketing: Business Models, Processes and Technologies programme, with marketing partner Jaro Education, is designed to address.. Built specifically for mid and senior level executives, the programme goes beyond tools and tactics, it develops the kind of strategic digital marketing thinking that organisations are desperately looking for at the leadership level. Delivered in a blended format that combines weekly virtual sessions with campus immersions at IIM Ahmedabad, it is structured to fit the reality of a working professional’s life.
What you will study
The curriculum is comprehensive, covering every major dimension of digital marketing that a senior professional needs to command today. The nine modules include:
- Online business models, advertising, and experimentation
- Optimising organic digital marketing campaigns
- Managing customer behaviour in the digital domain
- New technologies in digital marketing
- Digital analytics
- Social media campaigns, influencer marketing, and analytics
- Marketing technology
- Omnichannel marketing integration
- Generative AI in digital marketing
Blended learning with IIM Ahmedabad faculty leadership
The programme is delivered in a blended learning format, combining weekly direct-to-desktop virtual sessions with two residential campus modules at IIM Ahmedabad. It is led by Prof. Sanjay Verma and Prof. Rajat Sharma, alongside selected faculty from IIM Ahmedabad.
Applicants must have a minimum of 60% in their undergraduate or postgraduate degree, along with at least three years of relevant industry experience. Upon successfully meeting the attendance and evaluation criteria, participants will receive a Certificate of Completion issued by IIM Ahmedabad.
Here is everything you need to know before you apply:
- Duration: 4 to 5 months
- Sessions: Every Friday, 6:30 PM to 9:30 PM
- Commencement: April 19, 2026
- Last Date to Apply: March 26, 2026
- Campus Modules: April 19–21, 2026 and September 11–13, 2026
- Programme Fee: INR 3,50,000 + GST
Who should attend
The programme is specifically designed for mid and senior level marketing professionals, particularly General Managers, Vice Presidents, and Senior Vice Presidents involved in shaping their organisation’s marketing strategy. Traditional marketing or corporate communications professionals looking to enhance their digital skills or transition into the domain will also find strong value here, as will senior executives who are actively looking to move into digital marketing leadership roles.
In a digital economy, leaders are rethinking how they learn marketing. Digital marketing is no longer a skill that can be delegated down the hierarchy. For senior professionals, understanding it at a strategic level is no longer an advantage, it is a baseline expectation. The channels will keep multiplying. The data will keep growing. And the organisations that pull ahead will be the ones led by people who understand how to turn all of it into results. The question is not whether to upskill. It is how soon.
