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Curriculum Overview

The Digital Marketing program at SANGHVI INSTITUTE OF MANAGEMENT AND SCIENCE PGDM is structured to provide students with a progressive, comprehensive understanding of digital marketing principles and practices. The curriculum is divided into 4 academic years, with each year consisting of two semesters totaling eight semesters. Each semester includes core subjects, departmental electives, science electives, and laboratory components designed to enhance practical skills.

Year 1: Foundation Building

• Semester I: Introduction to Marketing, Managerial Economics, Financial Accounting, Quantitative Methods, Business Communication, Computer Applications for Managers.
• Semester II: Consumer Psychology, Market Research, Organizational Behavior, Principles of Management, Business Statistics, Data Analysis Tools.

Year 2: Core Digital Marketing

• Semester III: Digital Marketing Fundamentals, SEO & SEM, Email Marketing, Social Media Marketing, Website Analytics, Introduction to CRM Systems.
• Semester IV: Data Analytics for Marketing, Customer Experience Management, Performance Marketing, Content Strategy, Brand Communication, Digital Campaign Design.

Year 3: Specialization & Advanced Techniques

• Semester V: Advanced Digital Strategy, AI in Marketing, E-commerce Platforms, Influencer Marketing, Mobile Marketing, Global Branding.
• Semester VI: Machine Learning Applications, Predictive Analytics, Privacy Compliance, Ethical Marketing Practices, Cross-Cultural Communication, Campaign Optimization.

Year 4: Capstone & Industry Exposure

• Semester VII: Capstone Project Planning, Industry Internship Preparation, Advanced Marketing Technologies, Marketing Ethics and Governance, Leadership in Digital Transformation.
• Semester VIII: Final Year Thesis/Capstone Project, Real-Time Campaign Execution, Industry Mentorship, Professional Presentation Skills, Career Counseling Sessions.

Advanced departmental elective courses include:

• AI in Marketing: This course explores how artificial intelligence can be leveraged to personalize customer experiences, automate marketing processes, and enhance targeting accuracy. Students learn about natural language processing, machine learning algorithms, and real-time decision-making tools used in modern digital environments.
• E-commerce Platforms: Designed to give students an in-depth understanding of online retail operations, this course covers platform architecture, user experience design, conversion optimization strategies, and the role of mobile commerce in driving sales.
• Influencer Marketing: This course examines the impact of social media influencers on brand perception, engagement metrics, and campaign effectiveness. Students learn how to identify relevant influencers, negotiate contracts, and measure ROI using advanced analytics tools.
• Mobile Marketing: As mobile usage continues to dominate digital interactions, this course focuses on creating effective mobile-first marketing strategies. Topics include app store optimization, push notifications, SMS campaigns, and location-based advertising.
• Global Branding: This course explores how brands can successfully navigate international markets while maintaining consistent messaging and identity. Students analyze cross-cultural communication strategies, localization challenges, and regional market dynamics.
• Machine Learning Applications: This advanced elective delves into the technical aspects of applying machine learning in marketing contexts, including predictive modeling, clustering algorithms, and neural networks for customer segmentation.
• Predictive Analytics: Focused on forecasting future trends based on historical data, this course teaches students how to build models that predict consumer behavior, campaign performance, and business outcomes using statistical tools and software.
• Privacy Compliance: With increasing scrutiny around data usage, this course covers legal frameworks such as GDPR and CCPA, ethical guidelines for data handling, and best practices for ensuring compliance while maximizing marketing effectiveness.
• Content Strategy: This course emphasizes the importance of storytelling in digital marketing. Students learn how to develop compelling narratives that resonate with target audiences, create multi-channel content plans, and optimize content distribution for maximum reach.
• Campaign Optimization: Designed for students aiming to refine their campaign performance skills, this course teaches optimization techniques using A/B testing, heatmaps, conversion funnels, and performance dashboards.

Project-Based Learning Philosophy

The Digital Marketing program emphasizes project-based learning as a core pedagogical approach. From the first semester onwards, students are encouraged to work on real-world projects that simulate industry challenges. This methodology ensures that theoretical knowledge is immediately applied and tested in practical settings.

Mini-projects are assigned throughout the academic year, typically lasting 2-3 weeks. These projects focus on specific areas such as campaign creation, data analysis, or market research. Students work in teams to develop solutions for actual clients or case studies provided by industry partners.

The final-year thesis or capstone project is a comprehensive, long-term endeavor that integrates all learned skills and knowledge. Students select a topic of interest, conduct independent research, apply advanced analytical techniques, and present their findings to faculty and industry experts. This process prepares students for leadership roles in digital marketing agencies or corporate environments.

Project selection involves collaboration between students and faculty mentors who guide them through the research process. Each student must demonstrate proficiency in project planning, execution, evaluation, and communication of results. The final deliverables are often shared with industry partners, providing students with a portfolio that showcases their capabilities to potential employers.