Semester-wise syllabus for MBA Digital Media Strategy

Semester 1: Digital Foundations & Business Core

1. Principles of Digital Marketing

   • Customer journey mapping, SEO/SEM, and content marketing fundamentals.

2. Media Economics & Business Models

   • Subscription vs. ad-supported models, platform monetization (YouTube, Netflix).

3. Data Analytics for Media

   • Google Analytics, social media metrics (engagement, CTR, ROI).

4. Consumer Behavior in Digital Spaces

   • Attention economics, psychographics, and micro-targeting.

5. Business Communication & Storytelling

   • Crafting narratives for brands, PR, and crisis management.

Semester 2: Core Digital Media Strategy

1. Social Media Strategy & Community Management

   • Platform algorithms, influencer partnerships, and viral campaigns.

2. Content Strategy & Production

   • Video storytelling, podcasting, and transmedia content planning.

3. Programmatic Advertising & AdTech

   • RTB (Real-Time Bidding), DSPs/SSPs, and attribution modeling.

4. Digital Brand Management

   • Brand safety, reputation management, and UGC (User-Generated Content).

5. Legal Aspects of Digital Media

   • Copyright, GDPR/CCPA compliance, and platform regulations (Meta, Google).

Semester 3: Advanced Digital Transformation

1. AI & Automation in Media

   • Chatbots, generative AI (ChatGPT for content), and personalized recommendations.

2. E-Commerce & Shopper Marketing

   • Social commerce (Instagram Shopping), D2C strategies.

3. Emerging Platforms & Trends

   • Metaverse marketing, AR/VR campaigns, and Web3 (NFTs, blockchain).

4. Electives (Choose 1–2):

   • Political Digital Strategy | Gaming & Esports Marketing | Data Journalism

Semester 4: Capstone & Specialization

1. Global Digital Strategy

   • Cross-cultural campaigns, localization vs. standardization.

2. Ethics in Digital Media

   • Misinformation, deepfakes, and ethical AI use.

3. Capstone Project

   • Develop a digital strategy for a real client (e.g., rebranding a legacy media company).

4. Industry Internship

   • Roles with agencies (GroupM), platforms (Google, Meta), or media houses (Disney).

Tools & Technologies Covered

• Analytics: Google Data Studio, Adobe Analytics

• Advertising: Google Ads, Meta Ads Manager, The Trade Desk

• Content Creation: Canva, Adobe Premiere, Midjourney

• Automation: HubSpot, Hootsuite, Zapier

Elective Tracks

1. Performance Marketing: Lead gen, conversion optimization.

2. Entertainment Media: OTT platform strategies (Netflix, Hotstar).

3. Corporate Digital Strategy: B2B thought leadership, LinkedIn marketing.