Directi, a web Products Company based in Mumbai, has recently partnered with ISB Hyderabad, #12 on the Financial Times 2010 Global MBA B-Schools rankings, to deliver an elective course titled “Social Media, Online Advertising & Web Analytics. This is a course designed to give students an overview of how savvy companies and individuals leverage the web to market, sell and measure their effectiveness.
Since this course is all about social media and web 2.0, tools like Google Wave, Twitter, SlideShare and Vimeo will be used to facilitate knowledge sharing in the classes. The course will empower students to utilize the Web to its best capacity to suit their personal and professional needs in the long term.
This elective course would be spread over a period of three weeks, with six lectures, each of two hours duration. The most interesting aspect of this course is the group project, wherein students will get to work with a local NGO and use various online marketing techniques (imbibed as part of their course) to raise awareness about a cause or solicit donations.
Directi has been conducting campus recruitments at ISB and has developed a well rounded relationship with them. Basis interactions with the Directi team and the students at ISB, a need for a social media course for the students was felt. Directi has chalked out a program to address this as part of their educational initiatives.
Bhavin Turakhia, Founder, Chairman & CEO, Directi, said, “At Directi, my colleagues and I have been devoting significant personal time and energy towards enhancing the quality of education within India. We firmly believe that progress is most likely to be achieved when private companies work hand-in-hand with educational institutes.”
“This partnership with ISB is another step amongst the other social and community based initiatives that we have been taking. Our goal is to encourage students to bring their technical and business ideas into the real world so that they can help shape the companies of tomorrow”, added Turakhia.
Under the aegis of this course, the students get a chance to implement Web 2.0 in real life scenarios. By partnering with local NGOs, many students are raising awareness about a cause of their choice. Some student teams are using LinkedIn to promote childhood education while others are using YouTube to fight poverty. "This course isn't about how to use Facebook and Twitter," said Amit Klein, Product Manager at Directi and the course instructor at the ISB, "It's about finding fun and engaging ways to earn customer loyalty instead of paying for it."
As Nitin Pulyani, student at ISB, puts it, “The facilitated guest lectures and the social media marketing project that we are running for an NGO gives us hands-on experience on how to execute a successful campaign. It is really beneficial for anyone who is planning to work in this area.”
For another student, Vijeth Shetty, this course has exceeded his expectations. “This course has not only covered the theoretical basics of social media but has also given us ,the future managers, practical tools to measure the returns on every Rupee that we may spend on this medium. The overwhelming reaction of my classmates on Twitter is also a testimony to the fact that this course has exceeded our expectations.” said Shetty.
Social media has assumed significance over the past few years and is fast becoming an integral part of our lives – personal and professional. Businesses are realizing its potential and are exploring how it could feature in the marketing mix, help them understand consumer behavior and undertake informed decisions. This course will enable students to understand various aspects of Web 2.0 and will expose students to new age marketing techniques such as analytics, building relations through social media marketing, different types of online advertising – Adwords, Facebook ads, Search Engine Marketing, etc. These tools will enable students to achieve their business goals effectively and in a shorter duration.
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