MBA DM Phase 2: The Agency Simulation - Course Materials

32-hour, 16-session Phase 2 module: run your Phase 1 sandbox like an agency. Audit, scale, and automate a multi-channel campaign, fulfilling the KU Digital Marketing A1/A2/A3 assignments.

This is Phase 2 (32 hours, Sessions 9–24). New here? Start with Phase 1: The Sandbox (Sessions 1–8) first.
32 Lecture + Lab Hours
16 Session Notes
16 Slide Decks
3 KU Assignments

MBA DM Phase 2: The Agency Simulation

Credits: Continues 3-credit course (full: 48 Hours / 24 Sessions) Hours: 32 (Sessions 9–24, 1 Hour Lecture + 1 Hour Lab per Session) Modality: Blended Learning

Course Description

Phase 1 taught you to build a digital sandbox from scratch. Phase 2 asks a harder question: can you run it — or someone else's asset — like a professional digital agency? Aligned to the Kathmandu University Digital Marketing (3 Cr.) syllabus, these 16 sessions focus on auditing, scaling, and automating rather than re-teaching first-time setup, culminating in three KU-style deliverables: A1 (Campaign Strategy Deck), A2 (Content Calendar + Ad Assets + Email Automation), and A3 (SEO Mini-Audit).

Every session pairs 1 hour of theory (linking back to the core Digital Marketing reference and the AI Launchpad workflows — no duplicated content) with 1 hour of hands-on agency execution grounded in real Nepal case studies.

The Four Blocks

Block 1 (Sessions 9–12): Advanced Strategy, Funnel Mapping & A1

  • Session 9: Advanced Funnel Audit & Competitive Benchmarking
  • Session 10: Budget Rationale & Risk/Compliance Frameworks
  • Session 11: Building the A1 Campaign Strategy Deck (Draft)
  • Session 12: A1 Peer Review & Submission

Block 2 (Sessions 13–16): Content Scaling, AI Workflows & A2 Part 1

  • Session 13: Persona-Driven Content Calendar at Scale
  • Session 14: AI-Assisted Ad Copy & Creative Production
  • Session 15: A/B Test Design for Ads & Landing Pages
  • Session 16: Influencer Briefing & UGC Integration

Block 3 (Sessions 17–20): Real-World Technical SEO/SEM Audit (A3)

  • Session 17: Technical SEO Audit Toolkit
  • Session 18: Keyword Mapping & Content Gap Analysis
  • Session 19: On-Page Fixes & Prioritization Frameworks
  • Session 20: SEM Audit, Quality Score & Finalizing A3

Block 4 (Sessions 21–24): Email Automation, Influencer Briefs, Analytics & Finalizing A2

  • Session 21: Advanced Email Automation Flows
  • Session 22: Analytics Deep-Dive — GA4, Meta Dashboards & Attribution
  • Session 23: Reporting & Stakeholder Communication
  • Session 24: A2 Finalization & Integrated Campaign Review

Assignments (KU Digital Marketing Syllabus)

  • A1 — Campaign Strategy Deck: Objective, funnel audit, competitive benchmark, channel strategy, budget rationale, risk/compliance (Sessions 9–12).
  • A2 — Content Calendar + Ad Assets + Email Automation: Content calendar, ad copy/creative, A/B test plan, influencer/UGC plan, email automation flows (Sessions 13–16, 21).
  • A3 — SEO Mini-Audit: Technical audit, keyword mapping/content gap analysis, prioritized fixes, SEM/Quality Score audit (Sessions 17–20).

Prerequisite

Completion of Phase 1: The Sandbox (Sessions 1–8) or equivalent foundational digital marketing knowledge (strategy, SEO, SEM, Meta Ads, email, analytics basics).

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Session 9: Advanced Funnel Audit & Competitive Benchmarking

Move beyond the Phase 1 funnel sketch — audit a real funnel for leaks and...

Session 9
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Session 10: Budget Rationale & Risk/Compliance Frameworks

Build a defensible channel budget and a risk/compliance register — the two most commonly missing...

Session 10
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Session 11: Building the A1 Campaign Strategy Deck (Draft)

Assemble the funnel insight, channel plan, budget, and risk register into a professional-quality campaign strategy...

Session 11
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Session 12: A1 Peer Review & Submission

Structured peer critique against the official rubric, then finalize and submit the Campaign Strategy Deck....

Session 12
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Session 13: Persona-Driven Content Calendar at Scale

Build a 4-week content calendar tied to personas, brand voice, and scheduling logic — the...

Session 13
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Session 14: AI-Assisted Ad Copy & Creative Production

Use AI drafting workflows responsibly to produce ad copy and creative assets at agency speed,...

Session 14
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Session 15: A/B Test Design for Ads & Landing Pages

Design a feasible, measurable A/B test plan for your ad creative and landing page —...

Session 15
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Session 16: Influencer Briefing & UGC Integration

Identify, brief, and integrate influencer and user-generated content into your content calendar and A2 package....

Session 16
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Session 17: Technical SEO Audit Toolkit

Run a real technical SEO audit — crawlability, indexation, Core Web Vitals — on your...

Session 17
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Session 18: Keyword Mapping & Content Gap Analysis

Map keywords to search intent and pages, and identify content gaps versus competitors — the...

Session 18
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Session 19: On-Page Fixes & Prioritization Frameworks

Turn audit findings into prioritized, justified action items using an Impact/Effort scoring framework.

Session 19
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Session 20: SEM Audit, Quality Score & Finalizing A3

Audit a paid search account structure for Quality Score issues, then assemble and submit the...

Session 20
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Session 21: Advanced Email Automation Flows

Design welcome, nurture, and re-engagement automation flows with segmentation logic — completing the email piece...

Session 21
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Session 22: Analytics Deep-Dive — GA4, Meta Dashboards & Attribution

Go beyond basic GA4/Meta Insights reading into cross-channel attribution and a real optimization memo.

Session 22
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Session 23: Reporting & Stakeholder Communication

Turn raw analytics into a one-page, decision-ready report using data storytelling principles.

Session 23
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Session 24: A2 Finalization & Integrated Campaign Review

Assemble the complete A2 package and present an integrated review of A1, A2, and A3...

Session 24
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Session 9: Advanced Funnel Audit & Competitive Benchmarking

Presentation slides for Session 9 of MBA DM Phase 2: The Agency Simulation.

Session 9
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Session 10: Budget Rationale & Risk/Compliance Frameworks

Presentation slides for Session 10 of MBA DM Phase 2: The Agency Simulation.

Session 10
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Session 11: Building the A1 Campaign Strategy Deck (Draft)

Presentation slides for Session 11 of MBA DM Phase 2: The Agency Simulation.

Session 11
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Session 12: A1 Peer Review & Submission

Presentation slides for Session 12 of MBA DM Phase 2: The Agency Simulation.

Session 12
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Session 13: Persona-Driven Content Calendar at Scale

Presentation slides for Session 13 of MBA DM Phase 2: The Agency Simulation.

Session 13
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Session 14: AI-Assisted Ad Copy & Creative Production

Presentation slides for Session 14 of MBA DM Phase 2: The Agency Simulation.

Session 14
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Session 15: A/B Test Design for Ads & Landing Pages

Presentation slides for Session 15 of MBA DM Phase 2: The Agency Simulation.

Session 15
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Session 16: Influencer Briefing & UGC Integration

Presentation slides for Session 16 of MBA DM Phase 2: The Agency Simulation.

Session 16
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Session 17: Technical SEO Audit Toolkit

Presentation slides for Session 17 of MBA DM Phase 2: The Agency Simulation.

Session 17
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Session 18: Keyword Mapping & Content Gap Analysis

Presentation slides for Session 18 of MBA DM Phase 2: The Agency Simulation.

Session 18
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Session 19: On-Page Fixes & Prioritization Frameworks

Presentation slides for Session 19 of MBA DM Phase 2: The Agency Simulation.

Session 19
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Session 20: SEM Audit, Quality Score & Finalizing A3

Presentation slides for Session 20 of MBA DM Phase 2: The Agency Simulation.

Session 20
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Session 21: Advanced Email Automation Flows

Presentation slides for Session 21 of MBA DM Phase 2: The Agency Simulation.

Session 21
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Session 22: Analytics Deep-Dive — GA4, Meta Dashboards & Attribution

Presentation slides for Session 22 of MBA DM Phase 2: The Agency Simulation.

Session 22
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Session 23: Reporting & Stakeholder Communication

Presentation slides for Session 23 of MBA DM Phase 2: The Agency Simulation.

Session 23
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Session 24: A2 Finalization & Integrated Campaign Review

Presentation slides for Session 24 of MBA DM Phase 2: The Agency Simulation.

Session 24
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A1 Entry Point: Session 12 Note

Open the Session 12 note that assembles the A1 campaign strategy deck: funnel audit, competitive benchmark, channel strategy, budget rationale, and risk/compliance.

Block 1 · Session-note entry point
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A2 Entry Point: Session 24 Note

Open the Session 24 note that pulls together the A2 deliverable: content calendar, ad copy/creative, A/B test plan, influencer/UGC plan, and email automation flows.

Blocks 2 & 4 · Session-note entry point
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A3 Entry Point: Session 20 Note

Open the Session 20 note that consolidates the A3 SEO mini-audit: technical audit, keyword mapping/content gap analysis, prioritized fixes, and SEM/Quality Score audit.

Block 3 · Session-note entry point
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Grading Rubrics

Shared grading rubrics from Phase 1, reused for A1/A2/A3 evaluation.

Reference