*Learning Outcomes*: 

- Develop strategic marketing plans aligned with business goals. 

- Master digital marketing tools, analytics, and customer engagement. 

- Innovate in branding, product management, and omnichannel campaigns. 

 

*Core Courses* 

 

*1. Strategic Marketing Management* 

- *Description*: Aligning marketing strategies with organizational objectives. 

- *Key Topics*: 

  - Market segmentation, targeting, and positioning (STP). 

  - SWOT, PESTEL, and Porter’s Five Forces analysis. 

  - Competitive analysis and marketing ROI. 

 

*2. Digital Marketing & Social Media Strategies* 

- *Description*: Leveraging digital channels for growth. 

- *Key Topics*: 

  - SEO/SEM, content marketing, and email campaigns. 

  - Social media platforms (Meta, LinkedIn, TikTok) and influencer marketing. 

  - Marketing automation tools (HubSpot, Mailchimp). 

 

*3. Consumer Behaviour & Market Research* 

- *Description*: Understanding buyer psychology and data-driven insights. 

- *Key Topics*: 

  - Decision-making processes and cultural influences. 

  - Qualitative/quantitative research methods (surveys, focus groups). 

  - Big data analytics and customer journey mapping. 

 

*4. Brand Management & Communication* 

- *Description*: Building and sustaining powerful brands. 

- *Key Topics*: 

  - Brand identity, equity, and storytelling. 

  - Crisis management and reputation repair. 

  - Integrated Marketing Communications (IMC): ATL/BTL strategies. 

 

*5. Marketing Analytics & Metrics* 

- *Description*: Data-driven marketing decisions. 

- *Key Topics*: 

  - KPIs: CAC, CLV, conversion rates, and churn analysis. 

  - Tools: Google Analytics, Tableau, Power BI. 

  - Predictive analytics and A/B testing. 

 

*6. Product & Service Marketing* 

- *Description*: Managing product lifecycles and innovation. 

- *Key Topics*: 

  - New product development (NPD) frameworks. 

  - Pricing strategies (penetration, skimming, value-based). 

  - Service marketing and customer experience (CX) design. 

 

*7. Global Marketing & Cross-Cultural Strategies* 

- *Description*: Expanding into international markets. 

- *Key Topics*: 

  - Cultural adaptation and localization. 

  - Global supply chain marketing. 

  - Managing geopolitical risks and compliance. 

 

*Elective Courses (Choose 2–3)* 

- *Advanced Digital Advertising*: Programmatic ads, Google Ads, retargeting. 

- *Sales Management*: Lead generation, CRM (Salesforce), negotiation skills. 

- *Retail & E-commerce Marketing*: Omnichannel strategies, Shopify, Amazon SEO. 

- *Ethical Marketing & Sustainability*: Green marketing, CSR, regulatory compliance. 

- *Marketing for Startups*: Lean marketing, guerrilla tactics, crowdfunding. 

 

*Capstone Project* 

- *Objective*: Solve a real-world marketing challenge (e.g., launch a digital campaign, rebrand a product, or enter a new market). 

- *Deliverables*: Strategic plan, budget analysis, and performance dashboard. 

 

*Workshops & Practical Training* 

- *Digital Tools Lab*: Hands-on sessions with Google Analytics, Hootsuite, and Canva. 

- *Case Studies*: Analyse campaigns by brands like Nike, Coca-Cola, or Netflix. 

- *Simulations*: Virtual market entry scenarios or product launches. 

- *Guest Speakers*: Industry experts on AI in marketing, metaverse advertising, or viral trends. 

 

*Assessment Methods* 

- Exams (25%) 

- Campaign projects/presentations (30%) 

- Capstone project (35%) 

- Participation/peer reviews (10%)