MB870 – Strategic and Digital Marketing Management

An advanced course designed to equip students with the essential knowledge and skills to navigate the dynamic landscape of modern marketing. This course delves into the strategic aspects of marketing, incorporating both traditional and digital approaches to create a comprehensive understanding of marketing management. The course begins by exploring the foundational principles of marketing strategy, emphasizing the importance of market analysis, customer segmentation, and competitor intelligence. In the digital marketing components, students will gain a deep understanding of the ever-evolving digital landscape and its impact on consumer behavior and business decisions. They will explore key digital marketing channels, search engine optimization (SEO), pay-per-click (PPC) advertising, email marketing, and content marketing. Emphasis will be placed on developing effective digital marketing strategies, analyzing campaign performance, and harnessing the power of data-driven insights to optimize marketing efforts. Throughout the course, students will also examine the interplay between strategic marketing decisions and broader business considerations. They will learn how marketing aligns with overall corporate strategy, branding, and customer experience management. Real-world case studies, industry examples, and hands-on projects will be integral to the learning process, allowing students to apply theoretical concepts to practical situations. By the end of the course, students will have the skills to craft comprehensive marketing strategies that leverage both traditional and digital marketing tools to gain a competitive advantage in today’s fast-paced business environment. Whether pursuing careers in marketing, entrepreneurship, or general management, this course will equip students with the insights and capabilities to navigate the complexities of modern marketing and drive business success in the digital era.