MBA in Digital Marketing (ODL)

COURSE MODULES

Strategic Management

Strategic management is examined in terms of contents, process and context. This module covers issues of internal and external environment analysis and associates them with the notion of competitive advantage. Strategy is defined at three levels: corporate, business and functional, but it is thoroughly discussed at the business and functional levels only. The roles and responsibilities of managers involved in the decision-making process are also highlighted. You will also earn a microcredential from University of California, Davis via Coursera for Campus.

Managerial Finance

This module introduces you to the importance of financial management in business operations. You will understand the effects of environmental changes on the financial performance of a firm. You will also earn a microcredential from University of California, Davis via Coursera for Campus.

Strategic Human Resource Management

This module seeks to enhance your understanding of the concepts, roles, functions and the practices of human resources in organizations. It focuses on the human resource environment and challenges faced by organizations, managing work flows and job analysis, legal aspects of HR, human resource planning and recruitment, selection and testing processes, training and development, managing organizational renewal, appraising and improving performances, managing compensation and incentives, occupational safety and health at workplaces and employee relations. You will also earn a microcredential from University of Michigan via Coursera for Campus.

Business Intelligence

This module examines Business Intelligence (BI) as a broad category of applications and technologies for gathering, storing, analysing, sharing and providing access to data to help enterprise users make better managerial decisions. You will learn the principles and best practices on how to use data in order to support fact-based decision making. You will also earn a microcredential from INSEAD via Coursera for Campus.

Digital Marketing Strategy

This course aims to develop the knowledge, skills and understanding necessary to market a product/service in today’s dynamic digital world. It focuses on identifying the factors that make a digital marketing campaign effective and successful, using varied digital channels such as e-mail marketing.

Social Media Marketing

This course aims to examine the key social platforms for social media marketing and how they influence the consumer's journey in the market. It includes the process of growing and engaging audience using social media for businesses and how to build and maintain a social media community via an optimized social media campaign.

Business Research Methods

Business research methods furnishes the requisite knowledge, skills and tools to address the requirement for information under conditions of uncertainty. This module is designed to introduce you to research methods that can be used in most business research and other research related to the social phenomenon. The areas that will be covered include, introduction to the scientific method, research process, ethics in research, research design, measurement, sampling, data collection, analysis, interpretation and report writing. You will also earn a microcredential from the University of North Carolina Chapel Hill and The University of Edinburgh via Coursera for Campus.

Marketing Management

The changing environment, greater competition and advances in ICT have led firms to recognize the importance of developing intelligence and strategic insights about market and consumers. This module is designed to enhance your understanding of how to analyse, formulate, implement and manage marketing strategies and policies at the tactical and strategic management levels. You will also earn a microcredential from MacQuarie University via Coursera for Campus.

Managerial Economics

This module seeks to enhance your understanding of micro and macroeconomics which affect a business and decision-making by managers. Discussions will focus on the basic models of a firm, criticisms of the models and alternatives. You will also examine production theory and estimations, productions with one variable, two variables and an optimal combination of inputs.  Cost theory and market structure with perfect competition, monopoly, and monopolistic competitions are also covered. You will also earn a microcredential from University of California, Irivine via Coursera for Campus.

SEO (Search Engine Optimization)

This course aims to cover the fundamentals of search engine optimization (SEO) and how it influences business and marketing campaigns via keyword search results. It will look at the roles of organic search versus paid search with Google ads as well as how to monitor campaigns with Google Analytics.

Content Marketing

This course aims to establish content marketing as the core of digital marketing strategy. It will guide students through the digital content creation process, design, publishing, optimization and also evaluation using the metrics and analytics systems made available to them, focusing on website, display and video platforms such as YouTube.

Master Project

This module explores various aspects relevant to solving problems at the work place, which includes identification of specific research problems in business, documentation of findings in the form of a written project paper and production of a suitable business report using the appropriate techniques.