Digital Marketing Fundamentals – This first semester introduces students to the foundational strategies and practices of digital marketing. Learners explore how to craft comprehensive digital marketing strategies using key performance indicators (KPIs) and the ‘Six C’s’ framework. Students analyze how to capture and retain customer attention, define brand identity, and design targeted marketing campaigns. Emphasis is placed on practical applications such as crafting compelling offers and planning B2B campaigns that drive measurable results. Through interactive activities, students apply concepts to realistic scenarios, building skills in strategic analysis, audience segmentation, and content development. By the end of the semester, students will have the tools to plan, execute, and assess digital marketing initiatives aligned with business goals.
