Course Structure Overview
The B.Tech in Digital Marketing at RKDF INSTITUTE OF MANAGEMENT is structured over eight semesters, with a balanced mix of core subjects, departmental electives, science electives, and practical lab components. The curriculum emphasizes both theoretical understanding and hands-on experience to ensure students are well-prepared for industry roles.
| Semester | Course Code | Course Title | Credits (L-T-P-C) | Prerequisites |
|---|---|---|---|---|
| 1 | DIM101 | Introduction to Digital Marketing | 3-0-0-3 | - |
| 1 | MAT101 | Mathematics for Data Science | 4-0-0-4 | - |
| 1 | CSE101 | Computer Fundamentals | 3-0-0-3 | - |
| 1 | BUS101 | Business Communication | 2-0-0-2 | - |
| 1 | DIM102 | Web Technologies and Design | 3-0-0-3 | - |
| 1 | LAB101 | Computer Lab | 0-0-2-1 | - |
| 2 | DIM201 | Search Engine Optimization (SEO) | 3-0-0-3 | DIM101 |
| 2 | SOC201 | Social Media Marketing | 3-0-0-3 | DIM101 |
| 2 | WEB201 | Web Analytics and Reporting | 3-0-0-3 | MAT101 |
| 2 | DIM202 | Email Marketing | 3-0-0-3 | DIM101 |
| 2 | LAB201 | Digital Marketing Lab | 0-0-2-1 | DIM101 |
| 3 | DIM301 | Content Marketing | 3-0-0-3 | DIM201 |
| 3 | PRM301 | Performance Marketing | 3-0-0-3 | SOC201 |
| 3 | DIM302 | Mobile Marketing | 3-0-0-3 | DIM202 |
| 3 | DIM303 | User Experience Design | 3-0-0-3 | CSE101 |
| 3 | LAB301 | Advanced Digital Lab | 0-0-2-1 | DIM201 |
| 4 | DIM401 | E-commerce Strategy | 3-0-0-3 | DIM301 |
| 4 | AI401 | Artificial Intelligence in Marketing | 3-0-0-3 | DIM302 |
| 4 | DIM402 | Data Analytics for Branding | 3-0-0-3 | WEB201 |
| 4 | LAB401 | AI & Analytics Lab | 0-0-2-1 | DIM301 |
| 5 | DIM501 | Global Digital Campaigns | 3-0-0-3 | DIM401 |
| 5 | DIM502 | Customer Experience Design | 3-0-0-3 | DIM303 |
| 5 | DIM503 | Digital Advertising & Programmatic Buying | 3-0-0-3 | PRM301 |
| 5 | LAB501 | Advanced Marketing Lab | 0-0-2-1 | DIM401 |
| 6 | DIM601 | Blockchain in Digital Transactions | 3-0-0-3 | AI401 |
| 6 | DIM602 | Brand Strategy & Positioning | 3-0-0-3 | DIM501 |
| 6 | DIM603 | Conversion Rate Optimization | 3-0-0-3 | DIM502 |
| 6 | LAB601 | Capstone Project Lab | 0-0-4-2 | DIM501 |
| 7 | DIM701 | Final Year Project | 0-0-6-3 | - |
| 7 | DIM702 | Internship | 0-0-0-4 | - |
| 8 | DIM801 | Thesis | 0-0-6-3 | - |
| 8 | DIM802 | Capstone Presentation | 0-0-0-2 | - |
Advanced Departmental Elective Courses
These advanced elective courses provide in-depth knowledge and specialized skills in various domains of digital marketing:
- Artificial Intelligence in Marketing (AI401): This course explores how AI technologies such as machine learning, natural language processing, and deep learning are revolutionizing digital marketing strategies. Students will learn to build recommendation systems, automate campaign management, and perform predictive analytics for customer behavior forecasting.
- Customer Experience Design (DIM502): This elective focuses on understanding user journeys, designing intuitive interfaces, and creating seamless experiences across multiple platforms. Students will engage in hands-on projects using design thinking methodologies and tools like Figma, Adobe XD, and InVision.
- Digital Advertising & Programmatic Buying (DIM503): The course covers the intricacies of programmatic advertising, including real-time bidding, audience targeting, and performance optimization. Students will gain practical experience using platforms like Google Display Network, Facebook Ads Manager, and Amazon DSP.
- Data Analytics for Branding (DIM402): This course delves into brand sentiment analysis, customer segmentation techniques, and ROI measurement frameworks. Students will utilize tools such as Tableau, Power BI, Python, and R to analyze complex datasets and derive actionable insights for branding strategies.
- E-commerce Strategy (DIM401): Designed to equip students with the knowledge required to manage digital retail environments, this course covers platform-specific marketing, cross-border e-commerce trends, and supply chain optimization. Students will work on case studies involving platforms like Shopify, Amazon, and Flipkart.
- Global Digital Campaigns (DIM501): This elective introduces students to the complexities of international digital campaigns, including cultural adaptation, local market dynamics, and cross-border advertising regulations. Real-world examples from companies such as Netflix, Coca-Cola, and Nike are analyzed to understand global marketing strategies.
- Brand Strategy & Positioning (DIM602): Students will learn how to develop compelling brand narratives, craft positioning statements, and align marketing efforts with corporate objectives. The course includes workshops on brand identity design and stakeholder communication.
- Conversion Rate Optimization (DIM603): This course focuses on increasing website conversions through data-driven experiments, A/B testing, and user behavior analysis. Students will utilize tools like Hotjar, Google Optimize, and Optimizely to improve conversion rates.
- Blockchain in Digital Transactions (DIM601): The course explores how blockchain technology can enhance transparency, security, and efficiency in digital transactions. Students will study smart contracts, cryptocurrency integration, and decentralized marketing platforms.
- Mobile Marketing & App Store Optimization (DIM302): This elective teaches students how to optimize mobile apps for user engagement, app store rankings, and retention strategies. Topics include push notifications, in-app purchases, and mobile advertising networks.
Project-Based Learning Philosophy
The program at RKDF INSTITUTE OF MANAGEMENT strongly emphasizes project-based learning as a core component of the educational experience. The philosophy behind this approach is to bridge the gap between theoretical knowledge and practical application by enabling students to solve real-world challenges in collaboration with industry partners.
Mini-projects are introduced starting from the second semester, allowing students to apply foundational concepts learned in class. These projects typically last 6-8 weeks and are assessed based on creativity, problem-solving ability, and technical execution. Each mini-project is supervised by a faculty mentor and often involves collaboration with industry experts.
The final-year thesis or capstone project represents the culmination of the student's learning journey. Students select a topic related to their area of interest within digital marketing and work closely with a faculty advisor to conduct an in-depth research study or develop a practical solution for a company or organization. The project must demonstrate originality, rigor, and relevance to industry trends.
Project selection is done through a structured process that includes proposal submission, topic evaluation by faculty panels, and mentor allocation based on expertise alignment. Students are encouraged to propose innovative ideas that align with current market demands and emerging technologies.