Introduction to Digital & Social Media Marketing, Digital Marketing Strategy, Digital Marketing Planning & Campaign Design, Audience Insights & Consumer Behavior, Content Marketing & Storytelling, Social Media Marketing, Influencer Marketing, Search Engine Optimization (SEO), Paid Media (Search & Display Advertising), Email Marketing & Marketing Automation, Mobile & Emerging Digital Platforms, Digital Analytics, KPIs & Performance Measurement, Marketing Technology & Data-Driven Marketing, Ethics, Sustainability & Responsible Marketing.

Introduction to Consumer Behaviour; consumer behaviour in the digital marketplace; Data-Driven Segmentation, Targeting, and Micro-Personalization; Consumer Motivation and Personality in Digital Environments; Consumer Perception in Digital Environments; Consumer Learning: From Traditional Theories to AI Applications; Consumer Attitude Formation and Change through AI-Powered Persuasion; Consumer Decision-Making Processes in Digital Environments; Omnichannel Consumer Journeys: From Social Commerce to Conversational AI; Digital Communities, Influencer Ecosystems, and Electronic Word-of-Mouth; Household Decision-Making in Connected Environments; Culture and Identity in Global Digital Platforms; Cross-Cultural Digital Consumer Behavior: AI Localization and Global Strategies; Sustainability and Ethical Consumption AI Ethics; Data Privacy, and Consumer Protection; Consumer Research in the Digital Age.

Foundations of virality: theories, models, and psychological drivers; information diffusion and contagion in digital networks; social currency, emotional triggers, and shareability; meme culture, trends, and participatory content; methodologies for crafting contagious narratives; influencer marketing for viral campaigns, including identification, selection, and collaboration models; financial mechanics of influencer marketing and compensation models; development of creative briefs balancing brand safety and creator autonomy; seeding strategies and network effects; platform algorithms and content amplification; user-generated content and brand advocacy; viral campaign design, execution, and performance measurement; the dark side of virality, including misinformation, backlash, and ethical boundaries; and case studies in global viral marketing.

Foundations of social media crisis communication; Proactive risk management; Online reputation management; Crisis response strategies; Real-time crisis communication; Crisis simulation, planning, and recovery.

Introduction to Marketing Analytics and AI-Enabled Decision Making; Data Generation and Management; Data Preparation and Exploratory Data Analysis; Data Visualization and Marketing Dashboards; Customer Analytics and Key Performance Indicators (KPIs); Supervised Learning Methods including Regression Analysis, Neural Networks, and Automated Machine Learning; Unsupervised Learning Methods including Cluster Analysis and Market Basket Analysis; Natural Language Processing and Social Network Analysis; Predictive Analytics and A/B Testing; Marketing Analytics Process and Model Validation; Ethics, Data Governance, and Responsible AI in Marketing; Hands-on Applications using Python, Tableau, and Power BI.

Digital brand systems and brand architecture, research-driven brand strategy and positioning, brand meaning and digital brand discourse, social listening and brand data collection, sentiment and text analysis for brand insights, brand voice and identity consistency across channels, reputation risk and brand governance, visual analytics and brand dashboards, content engineering and structured brand content, generative AI for brand expression and adaptation, AI-driven content workflows and personalization, integrated brand systems and governance, ethical and responsible brand management, future trends in digital brand management.

A 16-week full-time professional internship in a digital and social media marketing or related business communication function within an organization. Students gain hands-on experience in areas such as social media management, content creation, digital advertising, brand communication, marketing analytics, influencer marketing, and AI-enabled marketing tools. The internship is supervised by both a company supervisor and a faculty advisor. Students conduct independent analysis and submit comprehensive reports reflecting on their internship experience, learning outcomes, and professional contributions in digital and social media marketing.

The aim of this summer training is to provide students with hands-on experience in Digital and Social Media Marketing by working directly with professionals in the marketing and communications industry. The training is designed to expose students to real-world digital marketing practices, social media management, content creation, online advertising, and data-driven marketing strategies. Students are required to submit a report and deliver a presentation reflecting on their training experience, key insights, and knowledge gained in digital and social media marketing.

Digital marketing strategy foundations; global issues in digital marketing; stakeholder growth and value creation; external social media and digital environment analysis; persona development and stakeholder insights; digital strategy business models; evidence-based decision making; qualitative and quantitative analytics for marketing insights; social media strategy development and implementation; stakeholder content creation; digital footprint development; influencer marketing strategy; search engine optimization (SEO); paid digital advertising; social media optimization; mobility-based strategy and customer experience; organizational and business marketing in digital environments; performance evaluation and strategic trade-offs; ethical and governance issues in digital marketing; future trends in digital marketing strategy.

Digital marketing strategy and the digital ecosystem; social media strategy and platform dynamics; digital consumer behavior and decision journeys; content marketing and brand storytelling; influencer marketing and the creator economy; search engine optimization, SEM, and paid digital advertising; e-commerce, social commerce, and omnichannel strategy; marketing analytics, attribution, and data-driven decision making; artificial intelligence and generative AI in marketing; social media crisis communication and reputation management.

The first phase of the senior project sequence for Digital and Social Media Marketing students. Students form teams to develop comprehensive project proposals addressing real-world digital marketing challenges and opportunities in areas such as branding, content strategy, social media engagement, digital advertising, and audience analytics. Working with faculty advisors and industry partners, students define project scope, conduct preliminary market and audience analysis, and develop structured digital marketing campaign plans and strategies. This course emphasizes teamwork, stakeholder engagement, creativity, innovation, and the integration of knowledge from the digital and social media marketing curriculum.

This is the second phase of the senior project course in the Digital and Social Media Marketing program. Students execute comprehensive projects addressing real-world digital marketing challenges and opportunities sponsored by industry partners or organizational needs. Through research, campaign development, implementation, performance evaluation, and stakeholder engagement, teams design and deliver data-driven digital marketing solutions. The course emphasizes the integration of digital marketing strategies, social media platforms, marketing technologies, analytics, ethical practices, and professional communication. It culminates in a comprehensive project report and a formal presentation of findings and recommendations.

Retail evolution from traditional to digital and AI-enabled commerce; retail business models and platform strategy; retail data infrastructure and decision systems; customer analytics and personalization; dynamic pricing and revenue optimization; demand forecasting and predictive analytics; assortment planning and category management; omnichannel strategy and channel integration; retail supply chain and fulfillment innovation; social commerce and platform-based marketing analytics; retail customer experience and visual merchandising analytics; digital technologies in retail operations and automation; retail performance metrics and dashboards; retail strategy under competitive dynamics; ethical, legal, and governance issues in AI-driven retail; development of data-informed retail strategies.

Integrated marketing communications (IMC) systems; customer journey and touchpoint orchestration; coordination of paid, owned, and earned media; AI-enabled audience targeting and personalization; cross-channel analytics and attribution; marketing automation and campaign synchronization; resource allocation and performance optimization; brand consistency and governance; performance dashboards and decision support; ethical data use and digital marketing governance; and capstone IMC strategy integration.