Digital Marketing

MBA 500: Strategic Management
This course provides a comprehensive framework for understanding and applying strategic management concepts. It focuses on the processes of formulating, implementing, and evaluating business strategies that integrate various functional areas such as marketing, finance, operations, and human resources. Emphasis is placed on analyzing competitive dynamics in global markets, identifying opportunities and threats, and creating strategies to enhance organizational competitiveness. Additionally, the course addresses the importance of sustainability by exploring strategies that balance economic performance with social responsibility and environmental stewardship, ensuring long-term organizational success in a rapidly changing business environment.

MBA 501: Organizational Behavior and Leadership
This course delves into the study of how individuals, groups, and structures interact within an organization, shaping its culture and overall performance. It examines the psychological and social factors that influence employee behavior, including motivation, communication, and conflict resolution. A key focus is on developing leadership skills that enhance team dynamics, foster collaboration, and drive employee engagement. The course also emphasizes ethical decision-making, equipping leaders to navigate complex organizational challenges with integrity and social responsibility. By integrating theory with practical application, students will learn to create a positive and productive workplace environment that supports organizational goals and sustainable success.

MBA 502: Financial Management
This course introduces the fundamental principles of corporate finance, focusing on the tools and techniques essential for effective financial decision-making. Students will explore capital structure theories and their practical applications, including the balance between debt and equity financing. The course covers budgeting techniques, such as capital budgeting and financial forecasting, to assess investment opportunities and allocate resources efficiently. It delves into investment strategies, evaluating projects based on their potential returns and alignment with organizational goals. Additionally, the course emphasizes risk management practices, teaching students how to identify, assess, and mitigate financial risks to ensure stability and growth. Through case studies and real-world applications, students will gain the analytical skills needed to optimize financial performance in diverse business contexts.

MBA 503: Operations Management
This course offers a thorough analysis of the principles and practices involved in managing and optimizing business operations. Students will explore the design and management of supply chains, emphasizing the coordination of resources and processes to deliver products and services efficiently. The course examines production processes, focusing on methods to streamline operations and reduce waste while maintaining high standards of output. Topics include inventory control strategies to ensure the right balance of stock levels, minimizing costs while meeting demand. Quality assurance systems are also a key focus, with an emphasis on implementing frameworks such as Total Quality Management (TQM) and Six Sigma to enhance product consistency and customer satisfaction. Through case studies and practical applications, students will develop the skills needed to identify operational bottlenecks and implement solutions that drive productivity and profitability in diverse business settings.

MBADM 600: Digital Marketing Strategy
This course explores the development and execution of effective digital marketing strategies that align with organizational goals and drive business growth. Students will learn how to leverage various digital channels—such as social media, search engines, email, content marketing, and paid advertising—to create integrated marketing campaigns. The course covers key topics such as target audience analysis, brand positioning, digital analytics, customer journey mapping, and conversion optimization. Students will gain hands-on experience in using digital marketing tools and platforms to track campaign performance, analyze data, and make data-driven decisions. Emphasizing the strategic use of technology, this course prepares students to design, implement, and optimize digital marketing strategies that maximize engagement, enhance brand visibility, and achieve measurable business outcomes. Through case studies and practical applications, students will develop the skills to lead digital marketing efforts in a rapidly evolving digital landscape.

MBADM 601: Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
This course provides an in-depth understanding of Search Engine Optimization (SEO) and Search Engine Marketing (SEM), two essential components of digital marketing that drive visibility and traffic to websites. Students will learn the principles, techniques, and best practices for optimizing websites to improve organic search rankings (SEO) and for managing paid search campaigns (SEM). The course covers key SEO topics such as keyword research, on-page and off-page optimization, technical SEO, content strategy, and link building. Students will also explore SEM strategies, including pay-per-click (PPC) advertising, bid management, ad copy creation, and performance analysis using tools like Google Ads and Google Analytics. Through hands-on exercises and real-world case studies, students will develop the skills needed to enhance search engine rankings, manage effective paid campaigns, and measure the success of digital marketing initiatives. This course prepares students to integrate SEO and SEM strategies to improve website performance, drive targeted traffic, and increase conversions in a competitive digital marketplace.

MBADM 602: Social Media Marketing
This course explores the strategies and techniques used to create and execute effective social media marketing campaigns across various platforms, including Facebook, Instagram, Twitter, LinkedIn, and TikTok. Students will learn how to develop a social media marketing plan, create engaging content, grow and engage an audience, and analyze the performance of social media campaigns. The course covers topics such as content strategy, brand voice, social media advertising, influencer marketing, community building, and crisis management. Students will also examine the role of social media in enhancing customer relationships, driving traffic, and building brand awareness. Through practical assignments, case studies, and hands-on use of social media management tools, students will develop the skills necessary to design, implement, and optimize social media campaigns that align with business objectives and deliver measurable results. The course also emphasizes the importance of staying updated with trends and best practices in social media marketing.

MBADM 603: Content Marketing
This course focuses on the strategic creation, distribution, and management of content to attract, engage, and retain a target audience. Students will explore various types of content—such as blogs, videos, infographics, podcasts, and social media posts—and learn how to align content with overall marketing goals. The course covers content strategy development, storytelling techniques, search engine optimization (SEO) for content, and the use of analytics to measure content performance. Students will also study the role of content marketing in building brand awareness, driving conversions, and nurturing customer relationships. Through practical exercises and real-world case studies, students will gain the skills to create high-quality, engaging content that resonates with audiences and supports long-term business objectives. The course emphasizes the importance of consistency, creativity, and data-driven decision-making in successful content marketing.

MBADM 604: Email Marketing and Automation
This course covers the principles and best practices for creating and managing effective email marketing campaigns, with a focus on automation tools and techniques. Students will learn how to design and implement email campaigns that engage subscribers, nurture leads, and drive conversions. The course explores topics such as list building, segmentation, personalization, email design, and A/B testing. Students will also gain expertise in using email-marketing platforms and automation tools to streamline campaign management, track performance, and deliver targeted, timely content to specific audience segments. Key concepts include lead nurturing, customer lifecycle marketing, and email analytics. Through hands-on projects and case studies, students will develop the skills necessary to optimize email-marketing strategies, enhance customer engagement, and achieve measurable results through automation, making email a powerful tool for driving business growth.

MBADM 605/MSDF612: Web Analytics and Performance Metrics
This course focuses on the collection, analysis, and interpretation of data from websites and digital marketing campaigns to assess performance and inform decision-making. Students will learn how to use web analytics tools, such as Google Analytics, to track user behavior, measure website traffic, and analyze key performance indicators (KPIs). The course covers topics like conversion tracking, bounce rates, traffic sources, user flow, and goal setting to evaluate the effectiveness of digital marketing strategies. Students will also explore the role of A/B testing, data visualization, and reporting in optimizing website performance and driving business outcomes. Through hands-on exercises and real-world case studies, students will develop the skills necessary to interpret web data, generate actionable insights, and apply performance metrics to enhance digital marketing efforts and improve user experience.

MBADM 698: Capstone/Thesis Project
Capstone Project in Digital Marketing:
Development and presentation of a comprehensive digital marketing plan for a real or simulated business.
Thesis:
Students will conduct original research, analyze data, and develop insights that contribute to the advancement of digital marketing practices. The thesis provides an opportunity to apply theoretical knowledge to real-world problems, offering students the chance to make a meaningful contribution to the field while demonstrating their research, critical thinking, and problem-solving abilities.

MBADM 699: Internship or Practicum
Practical exposure to digital marketing campaigns within an organization.