Year 1: Foundation in Business and Marketing*

*Semester 1: *

1. *Principles of Management* 

   - Introduction to management theories, organizational behaviour, and business operations.

2. *Principles of Marketing* 

   - Basics of marketing concepts, consumer behaviour, and the marketing mix (4Ps).

3. *Business Communication* 

   - Written and verbal communication skills for professional settings.

4. *Introduction to Digital Marketing* 

   - Overview of digital marketing channels (SEO, social media, email, etc.) and trends.

5. *Fundamentals of Accounting* 

   - Basics of financial accounting and budgeting.

 

*Semester 2:*

1. *Business Economics* 

   - Microeconomics and macroeconomics principles affecting businesses.

2. *Consumer Behaviour* 

   - Psychological and sociological factors influencing purchasing decisions.

3. *Introduction to Data Analytics* 

   - Basics of data interpretation, Excel, and introductory tools like Google Analytics.

4. *Content Writing & Copywriting* 

   - Crafting persuasive content for blogs, ads, and social media.

5. *IT Skills for Marketers* 

   - Basics of HTML/CSS, CMS platforms (WordPress), and productivity tools.

 

*Year 2: Core Digital Marketing Skills*

*Semester 3:*

1. *Search Engine Optimization (SEO)* 

   - Keyword research, on-page/off-page SEO, technical SEO, and tools (Ahrefs, SEMrush).

2. *Social Media Marketing* 

   - Platform strategies (Facebook, Instagram, LinkedIn, TikTok), content calendars, and community management.

3. *Digital Advertising (SEM/PPC)* 

   - Google Ads, Facebook Ads, budgeting, and campaign optimization.

4. *Web Design & UX Basics* 

   - User experience (UX) principles and website optimization.

 

*Semester 4:*

1. *Email Marketing & Automation* 

   - Campaign design, automation tools (Mailchimp, HubSpot), and lead nurturing.

2. *Content Marketing & Strategy* 

   - Storytelling, content calendars, and measuring ROI.

3. *E-Commerce Marketing* 

   - Strategies for online stores (Shopify, WooCommerce), product listings, and conversion optimization.

4. *Marketing Analytics* 

   - Advanced Google Analytics, attribution models, and dashboard creation (Google Data Studio).

 

*Year 3: Advanced Digital Marketing & Specializations*

*Semester 5:*

1. *Digital Marketing Strategy* 

   - Creating integrated campaigns, budgeting, and performance measurement.

2. *Influencer & Affiliate Marketing* 

   - Partnering with influencers, tracking affiliate programs, and compliance.

3. *Mobile Marketing* 

   - App marketing, SMS campaigns, and location-based strategies.

4. *Video Marketing* 

   - YouTube marketing, video SEO, and short-form video production (TikTok, Reels).

 

*Semester 6:*

1. *Marketing Automation & CRM* 

   - Tools like HubSpot, Salesforce, and workflows for lead management.

2. *AI in Digital Marketing* 

   - Chatbots, predictive analytics, and AI-driven personalization.

3. *Legal & Ethical Issues* 

   - GDPR, data privacy, and ethical advertising practices.

4. *Capstone Project I* 

   - Develop a real-world digital marketing campaign for a client or case study.

 

*Year 4: Specializations & Professional Development*

 *Semester 7:*

1. *Advanced Digital Analytics* 

   - Machine learning in analytics, A/B testing, and predictive modelling.

2. *Global Digital Marketing* 

   - Cross-cultural campaigns, localization, and international SEO.

3. *Electives* (Choose 2): 

   - *E-Commerce Strategy* 

   - *Brand Management* 

   - *Digital PR & Reputation Management* 

   - *Emerging Trends (Metaverse, Web3)* 

4. *Internship* 

   - Industry placement (8-12 weeks) with hands-on experience.

 

*Semester 8:*

1. *Entrepreneurship in Digital Marketing* 

   - Building startups, freelancing, and client management.

2. *Strategic Leadership* 

   - Team management, client pitching, and ROI-driven decision-making.

3. *Capstone Project II* 

   - Final project presentation with live campaign execution and analysis.

4. *Professional Certifications* 

   - Preparation for certifications like Google Analytics, Meta Blueprint, or HubSpot.

 

*Additional Components: *

- *Workshops & Tools Training: * 

  Hands-on sessions for tools like Google Ads, Canva, Hootsuite, and Tableau.

- *Industry Guest Lectures: * 

  Insights from digital marketing professionals.

- *Certifications: * 

  Encourage certifications in Google Analytics, Facebook Blueprint, HubSpot, etc.

- *Portfolio Development: * 

  Students build a portfolio of campaigns, blogs, and case studies.