NDSS Academy
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You can keep up to 10 CVs here -- delete one you don't need.
You can keep up to 10 CVs here -- delete one you don't need.

Digital & Social Media Marketing (MBA)

Online marketing channels, search and social media marketing, content, e-mail marketing and web analytics.

6 MonthsDuration 5Chapters23Topics
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Syllabus · पाठ्यक्रम

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01Unit 1: Introduction to Digital Marketing 5 topics
  1. Concept and evolution of digital marketing
  2. Traditional vs digital marketing
  3. Paid, owned and earned media
  4. Digital consumer and customer journey
  5. Website as a marketing tool; landing pages
02Unit 2: Search Engine Marketing 5 topics
  1. How search engines work
  2. SEO: keyword research, on-page and off-page SEO
  3. Pay-per-click advertising: Google Ads
  4. Quality score and ad rank
  5. Display and video advertising
03Unit 3: Social Media & Content Marketing 5 topics
  1. Social media platforms and their uses
  2. Social media strategy and content calendar
  3. Content marketing and inbound marketing
  4. Influencer marketing
  5. Online reputation management
04Unit 4: E-mail, Mobile & Affiliate Marketing 4 topics
  1. E-mail marketing: lists, campaigns, open and click rates
  2. Mobile marketing and apps; WhatsApp business
  3. Affiliate marketing
  4. Marketing automation
05Unit 5: Web Analytics, Metrics & Ethics 4 topics
  1. Web analytics and Google Analytics 4
  2. Key metrics: CTR, CPC, CPA, conversion rate, bounce rate, ROAS
  3. A/B testing
  4. Digital Personal Data Protection Act 2023 and ethical issues

About

You will be able to

  • Explain the digital marketing landscape and the paid, owned and earned media framework
  • Plan basic on-page and off-page search engine optimisation (SEO)
  • Plan a search / display advertising campaign and calculate CTR, CPC, conversion rate and ROAS
  • Create a social media and content marketing plan for a brand
  • Plan e-mail, mobile, affiliate and influencer marketing
  • Read web analytics (GA4) reports and follow data privacy rules

Who it is for

  • MBA students of Semester 4 (AKTU) - Marketing specialisation
  • Students and young professionals who want digital marketing careers or to promote their own business

What you need

  • Marketing Management (Semester 1 / 2) completed
  • Computer / smartphone with internet

Questions

Which syllabus is followed?

The AKTU (Dr. A.P.J. Abdul Kalam Technical University, Lucknow) MBA syllabus of Digital & Social Media Marketing (Semester 4). If your own university's syllabus differs, the centre follows your university syllabus and units.

Will I get hands-on practice?

Yes. You practise keyword research, creating a social media calendar, a sample Google Ads plan and reading a GA4 report.

How will I be tested?

Unit-wise MCQ tests and a final paper at semester level, plus practice on short and long answer questions from previous university papers.

Download the syllabus (PDF)

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