MBA Module: Digital Marketing

Duration: 16 Hours (8 Weeks, 2 Hours per Week)
Modality: Blended Learning (In-Person Practical Labs + Self-Paced Online Theory)
Credits: 3
Prerequisites: None (MBA-level general management knowledge assumed)

1. Course Description

Today’s business leaders must bridge the gap between high-level strategy and technical marketing execution. This intensive 16-hour module equips MBA candidates with both. Using a unique project-based practicum model, students rapidly prototype a live web asset—a “digital sandbox”—and then drive targeted traffic to it across search, social, and email channels.

Rather than treating channels in isolation, this course teaches integrated campaign thinking: how SEO, Google Ads, Meta Ads, email automation, and analytics work together to acquire customers and measure return on investment. By the end, students won’t just understand digital marketing; they will have built, marketed, and measured a real digital presence, and be able to defend their strategic choices with data.

2. Core Learning Outcomes

Upon successful completion of this module, participants will be able to:

  • Strategic Planning: Design an integrated, multi-channel digital marketing plan with clear business objectives, target audience definitions, and appropriate KPIs (CAC, LTV, ROAS).
  • Rapid Prototyping: Deploy a functional, mobile-responsive landing page or website optimized for lead generation and conversion.
  • Visibility & Acquisition: Conduct keyword research and on-page SEO audits, and structure paid search (SEM) campaigns to capture high-intent traffic.
  • Content & Paid Media: Create compelling ad creative and A/B test variations across Meta platforms, and design automated email nurture sequences.
  • Data Analysis: Interpret Google Analytics 4 (GA4) and Meta Insights dashboards to identify performance bottlenecks and formulate data-driven optimization recommendations.
  • Leadership Communication: Pitch a cohesive marketing strategy to stakeholders, defending budget allocation, channel selection, and measurement frameworks with evidence.

3. Target Audience

This module is designed for MBA candidates who aspire to roles in brand management, consulting, entrepreneurship, or general management. No prior digital marketing experience is required, but a willingness to work hands-on in digital tools is essential. The course treats students not as future specialist practitioners, but as future managers who must direct, evaluate, and invest in digital talent and channels.

4. Learning Philosophy & Modality

The course operates on a “flipped classroom” model:

  • Self-Paced Online Pre-Work (approx. 1 hour/week): Foundational concepts, frameworks, and tool walkthroughs are delivered via readings. This frees lab time for application.
  • In-Person Lab Sessions (2 hours/week): Every session is a working session. Students bring their laptops or use the college computers and, guided by the instructor after a certain short lecture and recap with demonstration, immediately apply concepts to their own project sandbox. The instructor acts as a coach, not a lecturer in general.

5. The Core Project: Your Digital Sandbox

The entire course revolves around a single project that grows week by week. In Week 1, each student chooses a business concept—a real local business, a hypothetical startup, or a specialized service. Every subsequent week builds on this asset, culminating in a final pitch. This ensures that all learning is immediately contextualized and portfolio-ready.

6. Assessment & Evaluation Scheme

Assessment Component Weight Description
Continuous Lab Participation & Execution 30% Weekly completion of hands-on deliverables (website, SEO, mock ad setups, email copy). Assessed on effort, application of concepts, and iterative improvement.
Mid-Module Review 20% A brief, practical assessment in Week 5 covering digital marketing frameworks, tool navigation, and key terminology.
Capstone Project & Presentation 50% A combined grade evaluating the final pitch (30%) and the deployed web asset itself (20%).
  • Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice (8th ed.). Pearson.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley.
  • Kingsnorth, S. (2022). Digital Marketing Strategy: An Integrated Approach to Online Marketing (3rd ed.). Kogan Page.
  • Vaynerchuk, G. (2024). Day Trading Attention. HarperBusiness.