1

1.1 : Introduction to Marketing Management Process

2

1.2 : Understanding the consumer

3

1.3 : Consumer Decision-making

4

1.4 : Market Segmentation Process, Identifying Segments for Profitability, and Target Marketing

5

1.5 : Positioning Product and Services and Positioning Strategies

6

1.6 : Understanding Customer Value

1

2.1 : Introduction to Digital Marketing

2

2.2 : Digital Marketing Landscape

3

2.3 : Understanding Digital Business Models

4

2.4 : Digital Marketing Strategy

5

2.5 : Introduction to Search Engines for Marketing Applications

6

2.6 : Introduction to Social Media Marketing

7

2.7 : Online Reputation Management and Online Brands

8

2.8 : Measuring and Evaluating Digital Campaigns

1

3.1 : Keyword Research – SEO and SEM

2

3.2 : Introduction to Paid Search

3

3.3 : Advanced Methods – Paid Search

1

4.1 : Social Media Dynamics, Consumer Behaviour, and Channels

2

4.2 : Content-driven Marketing, Co-creation

3

4.3 : Building Tribes and Communities

4

4.4 : Social Media and Online Reputation Management

5

4.5 : Digital Stores, Human-centred Design, Product Operating Model

1

5.1 : Online Advertising Principles and Fundamentals

2

5.2 : Websites, Landing Pages, and Microsites

3

5.3 : Advertising through Instagram, Facebook, LinkedIn, and Twitter

4

5.4 : Analytics, Attribution Modelling, and Marketing Optimisation

5

5.5 : Privacy and Online Marketing

1

6.1 : Brands and Brand Management

2

6.2 : Brand Equity

3

6.3 : Managing Brands in the Long-run

4

6.4 : IMC – What, Why, and How?

5

6.5 : Execution and Evaluation of IMC

1

7.1 : Crafting a Digital Strategy that Works

2

7.2 : Integrating Digital, Social, and Mobile with Traditional Channels

3

7.3 : Key Assumptions and Frameworks of Digital Strategy

1

8.1 : Introduction to Digital Marketing Analytics

2

8.2 : Budget Allocation Decisions

3

8.3 : Evaluating WOM Campaigns

4

8.4 : Attribution Modelling

5

8.5 : Social Listening and Analytics

6

8.6 : Selected Tool(s) for Analytics in Marketing

7

8.7 : Market Basket Analysis

8

8.8 : NLP-based Tools for Sentiment Analysis

9

8.9 : Overview of ML and AI Techniques

10

8.10 : Applications of ML and AI in Digital Marketing

11

8.11 : Introduction to Big Data Analytics

12

8.12 : Understanding Web Analytics

13

8.13 : Search Engine Optimisation/Search Engine Marketing

1

9.1 : Customer Relationship Management

2

9.2 : Business to Business Marketing

3

9.3 : Marketing of Services

4

9.4 : New Product Development using Digital Platforms

5

9.5 : Innovations in Digital Marketing