MBA DM: Digital Marketing - Course Materials

Intensive 16-hour MBA module equipping candidates with strategic planning, rapid prototyping, SEO, SEM, and data analytics in Digital Marketing.

16 Lecture Hours

9 Chapter Notes

0 Question Sets

8 Slide Decks

0 Case Studies

MBA Module: Digital Marketing

Credits: 3 Lecture Hours: 16 (8 Weeks, 2 Hours/Week) Modality: Blended Learning

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.

Target Audience & Learning Philosophy

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 operates on a "flipped classroom" model: Self-Paced Online Pre-Work and In-Person Lab Sessions.

Course Details (Weekly Module Breakdown)

Week 1: Digital Strategy & The Customer Journey

Aligning digital strategy with business goals
Project Kickoff: Select business concept
Mapping target audience persona(s) and customer journey
Deliverable: One-page strategy brief and customer journey map

Week 2: Owned Media & Rapid Prototyping (The Sandbox)

Rapid deployment of a functional website (Google Sites, Carrd, Webflow)
Structuring for lead generation: value proposition, CTAs, simple form
Mobile responsiveness and page speed considerations
Deliverable: Live URL of your sandbox website

Week 3: Search Engine Optimization (SEO) & Content Architecture

Keyword research for business concept
Mapping search intent: informational, commercial, transactional
Applying on-page SEO directly to your Week 2 site
Deliverable: SEO-optimized page with a documented keyword map

Week 4: Search Engine Marketing (SEM) & Paid Search

Navigating the Google Ads dashboard
Structuring a mock search campaign
Discussing budget allocation
Deliverable: Documented campaign structure with ad variations

Week 5: Paid Social Media Strategy (Meta Ads)

Navigating Meta Business Suite and Ads Manager
Building a targeted campaign: custom audiences, placements
Drafting visual ad concepts and copy variations
Deliverable: A mock Meta campaign plan

Week 6: Email Marketing, Automation & Retention

Integrating a live lead-capture form into website
Designing a 3-email automated nurture sequence
Drafting subject lines and body copy
Deliverable: Flowchart and full copy for email nurture automation

Week 7: Digital Analytics & Data-Driven Decisions

Introduction to GA4 and Meta Insights interface
Analytics Sandbox Exercise: Identifying drop-offs and user behavior
Formulating specific optimization recommendations
Deliverable: A one-page insight memo with recommendations

Week 8: Capstone Pitch & Project Review

The Pitch: Present live digital sandbox and integrated strategy
Cover business objective, customer journey, channel strategy, budget
Peer and instructor Q&A
Deliverable: Final pitch deck and live sandbox URL

Assessment & Evaluation Scheme

Continuous Lab Participation (30%): Weekly completion of hands-on deliverables.
Mid-Module Review (20%): Brief practical assessment in Week 5 on frameworks and tools.
Capstone Project (50%): Asset Quality (20%) + Strategy & Pitch Presentation (30%).