Course Structure Overview

Advanced Departmental Elective Courses

Digital Marketing Analytics: This course delves into the application of statistical models, predictive analytics, and machine learning techniques to understand consumer behavior, optimize marketing campaigns, and measure ROI. Students learn to use advanced tools like Python, R, and Tableau for data interpretation.

Social Media Strategy & Influencer Marketing: Focuses on developing strategic plans for social media platforms, understanding influencer ecosystems, and designing integrated campaigns that leverage user-generated content and community engagement.

Search Engine Optimization (SEO) and SEM: Covers technical aspects of SEO including keyword research, site structure optimization, local SEO, and paid search engine marketing using platforms like Google Ads and Bing Ads.

Brand Experience Design: Teaches students how to design holistic brand experiences across digital touchpoints, integrating UI/UX principles, storytelling techniques, and emotional branding strategies.

Customer Journey Mapping: Provides methodologies for mapping customer interactions across various stages of the buying process, identifying pain points, and designing interventions that enhance satisfaction and loyalty.

Digital Advertising Platforms: Offers hands-on training in major advertising platforms including Google Ads, Meta Ads, LinkedIn Ads, and Amazon DSP. Students learn campaign setup, targeting strategies, budget allocation, and performance tracking.

E-commerce Marketing: Focuses on optimizing online store experiences, improving conversion rates, leveraging customer data for personalization, and integrating marketing efforts with supply chain logistics.

AI in Digital Marketing: Explores how artificial intelligence is transforming digital marketing through automation, predictive modeling, natural language processing (NLP), and personalized recommendation systems.

Privacy-Preserving Analytics: Addresses ethical concerns around data usage, compliance with privacy regulations (GDPR, CCPA), and techniques for conducting marketing research without compromising individual privacy.

Conversion Rate Optimization: Studies methods for improving website performance through A/B testing, heat mapping, funnel analysis, and behavioral insights that lead to increased conversions.

Influencer Marketing Strategy: Analyzes the evolution of influencer marketing, evaluates different types of influencers, and develops frameworks for collaboration and campaign execution.

Marketing Automation Tools: Introduces students to platforms like HubSpot, Marketo, Mailchimp, and Salesforce Pardot, focusing on workflow automation, lead nurturing, segmentation, and campaign orchestration.

Content Creation & Storytelling: Teaches narrative techniques for creating engaging content across various formats including blogs, videos, podcasts, and interactive media that resonate with target audiences.

Mobile App Marketing: Covers strategies specific to mobile apps including app store optimization (ASO), push notifications, in-app advertising, user retention, and monetization models.

Marketing Research Methods: Provides foundational knowledge of qualitative and quantitative research methods used in digital marketing, including surveys, focus groups, data mining, and experiment design.

Project-Based Learning Philosophy

The department believes that learning occurs most effectively when students engage in real-world problem-solving. Project-based learning (PBL) is central to our curriculum, with students working on projects that mirror industry challenges from day one.

Mini-projects are introduced in the second year, allowing students to apply concepts learned in class to actual marketing scenarios. These projects typically last 4–6 weeks and involve small teams of 3–5 students working under faculty supervision. Evaluation criteria include project deliverables, peer collaboration, and presentation skills.

The final-year thesis or capstone project is a comprehensive initiative that spans the entire semester. Students select topics aligned with their interests or industry needs, often collaborating with companies or research institutions. The process involves proposal development, literature review, data collection, analysis, and final documentation. Faculty mentors guide students throughout this journey, providing technical support and strategic advice.

Students are encouraged to choose projects that have potential for publication or commercial application. Many capstone projects result in patents, startups, or contributions to academic journals. The department also hosts an annual showcase where students present their work to industry partners, faculty, and alumni.