Comprehensive Course Structure
| Semester | Course Code | Full Course Title | Credit Structure (L-T-P-C) | Prerequisites |
|---|---|---|---|---|
| 1 | DM-101 | Introduction to Digital Marketing | 3-0-0-3 | - |
| 1 | DM-102 | Mathematics for Digital Marketing | 3-0-0-3 | - |
| 1 | DM-103 | Computer Fundamentals | 2-0-0-2 | - |
| 1 | DM-104 | English for Technical Communication | 2-0-0-2 | - |
| 1 | DM-105 | Science Elective I | 3-0-0-3 | - |
| 1 | DM-106 | Lab I - Digital Marketing Tools | 0-0-3-1 | - |
| 2 | DM-201 | Digital Marketing Analytics | 3-0-0-3 | DM-101, DM-102 |
| 2 | DM-202 | Web Development Fundamentals | 3-0-0-3 | DM-103 |
| 2 | DM-203 | Data Structures and Algorithms | 3-0-0-3 | DM-102 |
| 2 | DM-204 | Business Communication Skills | 2-0-0-2 | - |
| 2 | DM-205 | Science Elective II | 3-0-0-3 | - |
| 2 | DM-206 | Lab II - Web Analytics and SEO | 0-0-3-1 | DM-201, DM-202 |
| 3 | DM-301 | Advanced Digital Marketing Strategy | 3-0-0-3 | DM-201, DM-202 |
| 3 | DM-302 | Social Media Marketing | 3-0-0-3 | DM-201 |
| 3 | DM-303 | Digital Advertising Campaigns | 3-0-0-3 | DM-201 |
| 3 | DM-304 | User Experience Design | 3-0-0-3 | DM-202 |
| 3 | DM-305 | Departmental Elective I | 3-0-0-3 | - |
| 3 | DM-306 | Lab III - Social Media Analytics | 0-0-3-1 | DM-302 |
| 4 | DM-401 | E-commerce Marketing | 3-0-0-3 | DM-301 |
| 4 | DM-402 | Digital Innovation & Emerging Technologies | 3-0-0-3 | DM-301 |
| 4 | DM-403 | Marketing Research Methodology | 3-0-0-3 | DM-201 |
| 4 | DM-404 | Advanced Data Analytics | 3-0-0-3 | DM-201, DM-301 |
| 4 | DM-405 | Departmental Elective II | 3-0-0-3 | - |
| 4 | DM-406 | Lab IV - Advanced Digital Campaigns | 0-0-3-1 | DM-401, DM-402 |
| 5 | DM-501 | Capstone Project I | 0-0-6-4 | DM-401, DM-402 |
| 5 | DM-502 | Specialized Elective I | 3-0-0-3 | - |
| 5 | DM-503 | Specialized Elective II | 3-0-0-3 | - |
| 5 | DM-504 | Research and Development in Digital Marketing | 3-0-0-3 | DM-401 |
| 5 | DM-505 | Internship Preparation | 2-0-0-2 | - |
| 6 | DM-601 | Capstone Project II | 0-0-6-4 | DM-501 |
| 6 | DM-602 | Specialized Elective III | 3-0-0-3 | - |
| 6 | DM-603 | Specialized Elective IV | 3-0-0-3 | - |
| 6 | DM-604 | Industry Collaboration Project | 0-0-6-3 | DM-501 |
| 6 | DM-605 | Final Year Thesis | 0-0-6-4 | DM-501 |
| 7 | DM-701 | Advanced Capstone Project | 0-0-6-4 | DM-601 |
| 7 | DM-702 | Entrepreneurship in Digital Marketing | 3-0-0-3 | - |
| 7 | DM-703 | Global Trends in Digital Marketing | 3-0-0-3 | - |
| 7 | DM-704 | Internship - Phase I | 0-0-6-3 | - |
| 8 | DM-801 | Internship - Phase II | 0-0-6-3 | DM-704 |
| 8 | DM-802 | Final Project Presentation | 0-0-3-2 | DM-701 |
| 8 | DM-803 | Professional Development Workshop | 2-0-0-2 | - |
Detailed Course Descriptions
Advanced Digital Marketing Strategy is a comprehensive course that builds upon foundational knowledge of digital marketing principles and introduces students to strategic frameworks for designing, implementing, and evaluating complex marketing campaigns. The course explores advanced concepts such as customer lifecycle mapping, brand equity management, cross-channel integration, and performance attribution models.
Digital Advertising Campaigns focuses on the practical aspects of creating and managing paid advertising campaigns across multiple digital channels including Google Ads, Facebook Ads, LinkedIn Ads, and programmatic platforms. Students learn about bidding strategies, audience targeting, ad copywriting, conversion tracking, and optimization techniques to maximize ROI.
Content Strategy & Branding delves into the art and science of crafting compelling narratives that resonate with target audiences across various digital platforms. The course covers content creation processes, storytelling techniques, brand voice development, SEO integration, and content distribution strategies for blogs, social media, email newsletters, and video platforms.
User Experience Design integrates principles of psychology, human-computer interaction, and information architecture to create intuitive interfaces that enhance user engagement and satisfaction. Students learn about usability testing, wireframing, prototyping, accessibility standards, and mobile-first design approaches.
Digital Innovation & Emerging Technologies explores how emerging technologies like AI, blockchain, VR/AR, IoT, and 5G are reshaping the digital marketing landscape. The course examines case studies of companies leveraging these technologies to drive innovation and competitive advantage in their marketing efforts.
Marketing Research Methodology teaches students how to design research projects, collect data through surveys, interviews, and observational methods, and analyze findings using statistical tools. The course emphasizes ethical considerations, sampling techniques, hypothesis testing, and report writing for marketing decision-makers.
E-commerce Marketing provides an in-depth look at the unique challenges and opportunities in online retail environments. Students learn about product positioning, customer segmentation, conversion funnel optimization, customer lifetime value calculation, and multi-channel sales strategies.
Advanced Data Analytics introduces students to advanced statistical techniques and machine learning algorithms used in digital marketing analytics. Topics include predictive modeling, clustering analysis, regression analysis, time series forecasting, and data visualization using Python and R.
Social Media Marketing covers the strategic use of social platforms for brand building, customer engagement, influencer partnerships, and community management. Students learn about platform-specific best practices, content calendars, hashtag strategies, analytics tools, and crisis communication planning.
Search Engine Optimization (SEO) focuses on improving website visibility through organic search results. Students learn keyword research, technical SEO, content optimization, link building, local SEO, and mobile-first indexing principles to rank higher in search engine results pages.
Digital Innovation & Emerging Technologies explores how emerging technologies like AI, blockchain, VR/AR, IoT, and 5G are reshaping the digital marketing landscape. The course examines case studies of companies leveraging these technologies to drive innovation and competitive advantage in their marketing efforts.
Capstone Project I and II are intensive, semester-long projects where students work in teams to solve real-world business challenges. They apply all the knowledge gained throughout their program to deliver comprehensive solutions that address client needs or research questions.
Project-Based Learning Philosophy
The department believes in project-based learning as a cornerstone of effective education. This pedagogical approach enables students to apply theoretical concepts in real-world scenarios, fostering critical thinking and problem-solving skills. Projects are structured around industry-relevant problems that require students to collaborate with faculty mentors, industry partners, or academic researchers.
The mandatory mini-projects in the second year involve designing a digital marketing campaign for a local business or organization. These projects help students understand practical aspects of campaign execution, including market research, audience segmentation, channel selection, and performance measurement.
The final-year thesis/capstone project allows students to pursue independent research or collaborate on innovative initiatives with industry partners. Students select topics aligned with their interests and career goals, working closely with faculty mentors throughout the process. The evaluation criteria include originality of approach, depth of analysis, presentation quality, and potential impact on the field.