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Comprehensive Course List

The following table outlines all the courses offered in the Digital Marketing program across 8 semesters, including course codes, titles, credit structures (L-T-P-C), and prerequisites.

Detailed Course Descriptions

Below are detailed descriptions of advanced departmental elective courses offered in the program.

Data Mining for Marketing (DM301)

This course introduces students to the application of data mining techniques in marketing research and customer analytics. Students learn to extract meaningful patterns from large datasets using tools like Python, R, and SPSS. The curriculum includes supervised and unsupervised learning algorithms, cluster analysis, association rule mining, and predictive modeling for customer segmentation.

Learning Objectives:

• Understand the fundamentals of data mining
• Apply machine learning models to marketing problems
• Analyze consumer behavior using big data tools
• Develop strategies for data-driven decision-making

E-commerce Marketing (DM302)

This course explores the strategic and operational aspects of online commerce. Students study platform development, user experience design, conversion optimization, and customer retention strategies. The course also covers digital payment systems, supply chain logistics, and cross-border e-commerce trends.

Learning Objectives:

• Design effective e-commerce platforms
• Optimize user journeys for higher conversions
• Understand digital payment ecosystems
• Apply ethical frameworks to online commerce

AI in Digital Advertising (DM303)

This course delves into the intersection of artificial intelligence and digital advertising. Students learn about programmatic buying, automated bidding strategies, dynamic creative optimization, and real-time decision-making systems. The course uses industry tools like Google Ads API, Facebook Ads Manager, and The Trade Desk platform.

Learning Objectives:

• Implement AI-driven advertising campaigns
• Understand algorithmic changes in ad platforms
• Optimize ad spend using predictive models
• Evaluate campaign performance using AI metrics

Customer Relationship Management (DM304)

This course focuses on building and maintaining long-term customer relationships through CRM systems. Students study data integration, lead nurturing, personalization strategies, and feedback loops. The curriculum includes hands-on experience with CRM platforms like Salesforce, HubSpot, and Zoho.

Learning Objectives:

• Design effective CRM strategies
• Integrate customer data across platforms
• Improve customer retention through analytics
• Measure CRM ROI using key performance indicators

Digital Marketing Lab (DM305)

This lab course provides students with hands-on experience in designing and executing digital marketing campaigns. Students work on real-world projects using industry tools such as Google Analytics, Facebook Ads Manager, SEMrush, and Ahrefs. The course emphasizes experimentation, data interpretation, and strategic reporting.

Learning Objectives:

• Design and execute digital campaigns
• Analyze campaign performance using metrics
• Apply SEO/SEM strategies in practice
• Collaborate on team-based projects

Advanced Digital Analytics (DM401)

This course builds upon foundational analytics skills to teach advanced techniques for measuring and optimizing digital marketing performance. Topics include attribution modeling, cohort analysis, funnel optimization, and A/B testing. Students gain proficiency in tools like Google Tag Manager, Mixpanel, Amplitude, and Looker Studio.

Learning Objectives:

• Design complex analytics frameworks
• Implement attribution models
• Conduct advanced A/B testing
• Optimize marketing funnels

Behavioral Economics in Online Environments (DM402)

This course examines how psychological biases and behavioral insights influence online decision-making. Students study concepts such as loss aversion, anchoring, social proof, and nudging. The curriculum includes case studies of successful behavioral interventions in digital marketing.

Learning Objectives:

• Identify cognitive biases in digital environments
• Apply behavioral insights to campaign design
• Evaluate impact of psychological factors on conversion
• Design ethical marketing interventions

Digital Ethics and Privacy Compliance (DM403)

This course addresses the ethical implications of digital marketing practices and regulatory compliance. Students study GDPR, CCPA, and other privacy laws. The curriculum includes ethical frameworks for data usage, consent management, and responsible advertising practices.

Learning Objectives:

• Understand global privacy regulations
• Apply ethical principles to marketing decisions
• Ensure compliance with legal standards
• Evaluate impact of ethics on brand reputation

Brand Management in the Digital Era (DM404)

This course explores how brands evolve and thrive in a digital-first world. Students study brand identity, brand equity, and brand experience design. The curriculum includes case studies of successful digital branding initiatives from global companies.

Learning Objectives:

• Develop digital brand strategies
• Understand brand perception in online spaces
• Design immersive brand experiences
• Evaluate brand performance using digital metrics

Digital Marketing Capstone Project (DM405)

This capstone course allows students to apply their knowledge in a real-world scenario. Students work on projects that often involve actual clients or startups. The project involves planning, execution, analysis, and presentation of results under faculty supervision.

Learning Objectives:

• Integrate theoretical concepts into practice
• Work collaboratively in multidisciplinary teams
• Present findings to stakeholders
• Evaluate project outcomes using performance indicators

Advanced Content Strategy (DM501)

This course focuses on creating compelling content for diverse digital platforms. Students learn about storytelling techniques, visual communication, content distribution strategies, and multi-channel marketing. The curriculum includes hands-on experience with content creation tools like Canva, Adobe Creative Suite, and WordPress.

Learning Objectives:

• Create engaging digital content
• Optimize content for different platforms
• Measure content performance using metrics
• Develop a content strategy aligned with business goals

Mobile Marketing (DM502)

This course examines the unique challenges and opportunities in mobile marketing. Students study app store optimization, push notifications, SMS marketing, and location-based targeting. The curriculum includes practical applications using mobile marketing platforms like Branch.io and Firebase.

Learning Objectives:

• Design effective mobile campaigns
• Optimize for app stores and user engagement
• Utilize geolocation data for targeting
• Evaluate mobile marketing ROI

Emerging Technologies in Marketing (DM503)

This course explores the impact of emerging technologies such as VR, AR, blockchain, and voice search on marketing. Students learn to integrate these technologies into digital strategies and evaluate their potential for future growth.

Learning Objectives:

• Understand emerging tech trends
• Apply VR/AR in marketing campaigns
• Evaluate blockchain use cases in advertising
• Explore voice search optimization strategies

Digital Marketing Research Methods (DM504)

This course teaches students how to conduct rigorous research in digital marketing. Topics include experimental design, survey methodology, data collection techniques, and statistical analysis. Students also learn to write research proposals and publish findings.

Learning Objectives:

• Design research studies
• Collect and analyze digital data
• Write research reports
• Present findings effectively

Digital Marketing Internship (DM505)

This internship course provides students with real-world experience in digital marketing agencies or corporate environments. Students work on actual projects under the guidance of industry mentors and supervisors.

Learning Objectives:

• Apply classroom knowledge in practice
• Develop professional skills
• Network with industry professionals
• Evaluate internship outcomes

Project-Based Learning Philosophy

The department’s approach to project-based learning is centered on developing critical thinking, problem-solving abilities, and practical skills. Projects are designed to simulate real-world challenges and encourage innovation.

Mini-projects are assigned in the second year and focus on specific aspects of digital marketing such as campaign planning, SEO optimization, or social media engagement. These projects involve team collaboration, research, and presentation components.

The final-year capstone project allows students to choose a topic relevant to their interests and career goals. Students work closely with faculty mentors to develop a comprehensive plan, execute the project, and present results to an industry panel.

Mini-Projects

Mini-projects are typically completed in groups of 3-5 students over 6 weeks. Each project involves:

• Research and data gathering
• Strategy development
• Campaign execution
• Performance analysis
• Presentation to faculty and peers

Final-Year Thesis/Capstone Project

The final-year project is a significant undertaking that spans 12 weeks. Students:

• Select a topic in consultation with faculty
• Conduct literature review and research
• Develop a methodology
• Execute the project under mentorship
• Publish findings or create a prototype

The evaluation criteria include:

• Originality of approach
• Quality of execution
• Impact of results
• Presentation skills
• Feedback from mentors and peers