Courses

Week 1: Introduction to Digital Marketing and Analytics (4 Hours)

Session 1 (2 Hours): Fundamentals of Digital Marketing

Overview of Digital Marketing Landscape

Key Digital Marketing Channels (SEO, PPC, Social Media, Email Marketing)

Introduction to Digital Marketing Strategy

Session 2 (2 Hours): Basics of Digital Marketing Analytics

Role of Analytics in Digital Marketing

Understanding Key Metrics and KPIs

Introduction to Analytics Tools (e.g., Google Analytics)

Week 2: Analytics Tools and Techniques (6 Hours)

Session 3 (2 Hours): Web Analytics

In-depth Exploration of Google Analytics

Tracking Website Traffic and User Behavior

Analyzing and Interpreting Web Data

Session 4 (2 Hours): Social Media Analytics

Overview of Social Media Analytics Tools

Measuring Engagement and Performance on Different Platforms

Case Studies in Social Media Analytics

Session 5 (2 Hours): SEO and Content Analytics

SEO Tools and Techniques for Analysis

Content Performance Metrics and Analysis

Integrating SEO and Content Strategy with Overall Digital Marketing

Week 3: Advanced Analytics and Data-Driven Strategies (6 Hours)

Session 6 (2 Hours): Email Marketing and CRM Analytics

Analyzing Email Marketing Campaigns

Integrating CRM Data for Enhanced Insights

Personalization and Segmentation Strategies

Session 7 (2 Hours): PPC and Paid Media Analytics

Analyzing and Optimizing PPC Campaigns

Understanding Attribution Models in Paid Media

Budget Allocation and ROI Calculation

Session 8 (2 Hours): Data Visualization and Reporting

Tools for Creating Marketing Dashboards (e.g., Tableau, Power BI)

Visualizing Marketing Data for Insights

Preparing and Presenting Marketing Reports

Week 4: Practical Application and Capstone Project (4 Hours)

Session 9 (2 Hours): Integrating Digital Marketing Analytics into Business Strategy

Developing Data-Driven Marketing Strategies

Case Studies of Successful Digital Marketing Campaigns

Discussion on Ethical Considerations in Digital Marketing

Session 10 (2 Hours): Capstone Project and Course Wrap-Up

Group Project: Creating a Digital Marketing Analytics Strategy for a Real-World Business Scenario

Project Presentations and Feedback

Course Summary and Future Learning Pathways

This course would ideally blend theoretical instruction with practical, hands-on exercises using real-life case studies and analytics tools. The capstone project should be a comprehensive exercise where students apply analytics concepts to develop a digital marketing strategy for a business case, providing practical experience in utilizing analytics for strategic decision-making. This structure ensures that MBA students gain not only technical skills in digital marketing analytics but also understand how to apply these insights in a broader business context.