MBA in Digital Marketing: Semester-wise Syllabus 

 

Year 1: Core Business and Digital Marketing Foundations 

 

Semester 1:

Fundamentals of Marketing and Digital Landscape 

1. Principles of Management 

   - Organizational behavior, leadership, and strategic decision-making. 

2. Marketing Management

   - Traditional marketing frameworks (4Ps), customer segmentation, branding. 

3. Introduction to Digital Marketing

   - Evolution of digital channels, SEO, SEM, and social media overview. 

4. Consumer Behavior and Analytics

   - Psychological drivers, data-driven insights, Google Analytics basics. 

5. Content Marketing & Storytelling 

   - Blogging, video scripts, infographics, and content calendars. 

6. Business Communication 

   - Persuasive writing, client pitching, and cross-platform communication. 

 

Semester 2:

Advanced Digital Strategies 

1. Search Engine Optimization (SEO) & SEM 

   - Keyword research, on-page/off-page SEO, Google Ads, PPC campaigns. 

2. Social Media Marketing (SMM) 

   - Platform-specific strategies (Meta, Instagram, LinkedIn, TikTok), influencer marketing. 

3. E-commerce & Conversion Rate Optimization (CRO) 

   - Shopify/WordPress basics, A/B testing, UX design for conversions. 

4. Email & Automation Marketing 

   - CRM tools (Hub Spot, Mail chimp), drip campaigns, lead nurturing. 

5. Digital Advertising & Programmatic Buying 

   - Display ads, retargeting, programmatic platforms (DV360, The Trade Desk). 

6. Legal and Ethical Aspects 

   - GDPR, data privacy, FTC guidelines, and digital ethics. 

Summer Internship (Post-Semester 2) 

- 8–12 weeks at digital agencies, e-commerce firms, or in-house marketing teams. 

 

 

Year 2: Specialization and Strategic Execution 

 

Semester 3:

Specialized Digital Marketing Domains 

1. AI and Machine Learning in Marketing 

   - Chatbots, predictive analytics, personalized marketing (Netflix/Amazon case studies). 

2. Global Digital Marketing

   - Cross-cultural campaigns, localization vs. standardization, international SEO. 

3. Influencer & Affiliate Marketing 

   - KOL strategies, affiliate networks (Amazon Associates), ROI measurement. 

4. Marketing Technology (MarTech) 

   - CDPs, marketing automation tools, API integrations. 

5. Electives (Choose 2–3) 

   - Video Marketing (YouTube/Reels), B2B Digital Strategies, Gaming & Esports Marketing. 

6. Industry Project 

   - Execute a live campaign (e.g., Google Ads for a startup, social media rebranding). 

 

Semester 4:

 Leadership and Capstone Experience 

1. Strategic Digital Leadership 

   - Budget allocation, agile marketing, managing remote teams. 

2. Emerging Trends 

   - Metaverse marketing, Web3, NFTs, voice search optimization (Alexa/Google Home). 

3. Brand Reputation & Crisis Management 

   - Handling PR crises, online reputation management (ORM). 

4. Electives (Choose 2–3) 

   - Data Visualization (Tableau/Power BI), Podcast Marketing, UX/UI for Marketers. 

5. Capstone Project/Thesis 

   - Launch a digital startup or 

   - Research-based thesis (e.g., "Impact of AI on Customer Journeys"). 

6. Advanced Internship (Optional) 

   - Leadership roles in agencies or corporate digital teams (e.g., Google, Unilever).