Digital Marketing (3 Cr.) - Course Materials | Phase 1: The Sandbox

Digital Marketing (3 Cr., Theory + Practice, 48 hours). Phase 1 (Sessions 1-8) builds the sandbox; Phase 2 delivers Modules 1-6 and A1/A2/A3.

Start with strategy frameworks, then SEO/SEM labs and analytics. Related: Strategy Template, hire a digital marketing expert.

This is Phase 1 (16 hours). Continuing to the full 48-hour, 3-credit course? See Phase 2: The Agency Simulation (Sessions 9–24), aligned to the Kathmandu University Digital Marketing syllabus.
16 Lecture Hours
11 Chapter Notes
2 Resources
8 Slide Decks
9 Case Studies

Digital Marketing (3 Cr.) — Phase 1: The Sandbox

Course: Digital Marketing (3 Cr.) | Nature: Theory + Practice | Facilitator: Arjan KC Time: 2 hrs/session (48 hours / 24 sessions) — This page: Phase 1, Sessions 1–8 (16 hours) Modality: Blended Learning

Course Description

Today's business leaders must bridge the gap between high-level strategy and technical marketing execution. This intensive 16-hour module equips MBA candidates with both. Using a unique project-based practicum model, students rapidly prototype a live web asset—a "digital sandbox"—and then drive targeted traffic to it across search, social, and email channels.

Rather than treating channels in isolation, this course teaches integrated campaign thinking: how SEO, Google Ads, Meta Ads, email automation, and analytics work together to acquire customers and measure return on investment. By the end, students won't just understand digital marketing; they will have built, marketed, and measured a real digital presence, and be able to defend their strategic choices with data.

Target Audience & Learning Philosophy

Designed for MBA candidates who aspire to roles in brand management, consulting, entrepreneurship, or general management. No prior digital marketing experience is required, but a willingness to work hands-on in digital tools is essential. The course operates on a "flipped classroom" model: Self-Paced Online Pre-Work and In-Person Lab Sessions.

Course Details (Weekly Module Breakdown)

Session 1: Digital Strategy & The Customer Journey

  • Aligning digital strategy with business goals
  • Project Kickoff: Select business concept
  • Mapping target audience persona(s) and customer journey
  • Deliverable: One-page strategy brief and customer journey map

Session 2: Owned Media & Rapid Prototyping (The Sandbox)

  • Rapid deployment of a functional website (Google Sites, Carrd, Webflow)
  • Structuring for lead generation: value proposition, CTAs, simple form
  • Mobile responsiveness and page speed considerations
  • Deliverable: Live URL of your sandbox website

Session 3: Search Engine Optimization (SEO) & Content Architecture

  • Keyword research for business concept
  • Mapping search intent: informational, commercial, transactional
  • Applying on-page SEO directly to your Session 2 site
  • Deliverable: SEO-optimized page with a documented keyword map

Session 4: Search Engine Marketing (SEM) & Paid Search

  • Navigating the Google Ads dashboard
  • Structuring a mock search campaign
  • Discussing budget allocation
  • Deliverable: Documented campaign structure with ad variations

Session 5: Paid Social Media Strategy (Meta Ads)

  • Navigating Meta Business Suite and Ads Manager
  • Building a targeted campaign: custom audiences, placements
  • Drafting visual ad concepts and copy variations
  • Deliverable: A mock Meta campaign plan

Session 6: Email Marketing, Automation & Retention

  • Integrating a live lead-capture form into website
  • Designing a 3-email automated nurture sequence
  • Drafting subject lines and body copy
  • Deliverable: Flowchart and full copy for email nurture automation

Session 7: Digital Analytics & Data-Driven Decisions

  • Introduction to GA4 and Meta Insights interface
  • Analytics Sandbox Exercise: Identifying drop-offs and user behavior
  • Formulating specific optimization recommendations
  • Deliverable: A one-page insight memo with recommendations

Session 8: Capstone Pitch & Project Review

  • The Pitch: Present live digital sandbox and integrated strategy
  • Cover business objective, customer journey, channel strategy, budget
  • Peer and instructor Q&A
  • Deliverable: Final pitch deck and live sandbox URL

Assessment & Evaluation Scheme (full 48-hour course)

  • A1 — Campaign Strategy Deck (30%, Module 1): Problem/opportunity, funnel + channel, budget + SMART KPIs, risks & compliance.
  • A2 — Content Calendar + Ad Assets (40%, Modules 2/4/5): 1–2 week calendar + ad assets + A/B plan + email sequence + influencer plan.
  • A3 — SEO Mini-Audit (30%, Module 3): Keyword mapping, on-page fixes, prioritised actions with evidence.
  • Phase 1 standalone (16h only): Continuous labs 30% + Mid-Module Review 20% + Capstone 50% (live asset 20% + pitch 30%) — formative practice in the full course. See Grading Rubrics.

Suggested Reading

  • Digital Marketing: Strategy, Implementation and Practice, Chaffey & Ellis-Chadwick, 8th Edition, Pearson
  • Marketing 5.0: Technology for Humanity, Kotler, Kartajaya, & Setiawan, Wiley
  • Digital Marketing Strategy: An Integrated Approach, Kingsnorth, 3rd Edition, Kogan Page
  • Day Trading Attention, Vaynerchuk, HarperBusiness

Starter Resources for Deliverables

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Course Syllabus: Digital Marketing (3 Cr.)

Full 48-hour syllabus for Digital Marketing (3 Cr.) — Theory + Practice. Modules 1-6, A1/A2/A3...
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Start Here: Accounts, Tools, Naming & AI Rules (S1–24)

One-page onboarding for Digital Marketing (3 Cr.): accounts to create, naming conventions, AI-use policy, late...

Session 0
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MBA DM Deliverable Toolkit: Templates + Sample Outputs

Weekly templates, filled Valley Home Care samples, and submission checklists for all 8 MBA Digital...

Session 0
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Session 1: Digital Strategy & The Customer Journey

From business goal to marketing objective. Aligning strategy, mapping the customer journey, and defining North...

Session 1
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Session 2: Owned Media & Rapid Prototyping (The Sandbox)

Building your digital hub. Fundamentals of UX, Conversion Rate Optimization (CRO), and agile deployment.

Session 2
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Session 3: Search Engine Optimization (SEO) & Content Architecture

Being found when it matters. Keyword research, search intent, and on-page optimization for your sandbox....

Session 3
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Session 4: Search Engine Marketing (SEM) & Paid Search

Buying the right traffic on Google. PPC mechanics, Quality Score, and writing effective search ads....

Session 4
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Session 5: Paid Social Media Strategy (Meta Ads)

Targeting and creative on Facebook & Instagram. Demographics, audiences, and ad policies.

Session 5
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Session 6: Email Marketing, Automation & Retention

Nurturing leads into customers. Psychology of email, automation logic, and list segmentation.

Session 6
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Session 7: Digital Analytics & Data-Driven Decisions

Measuring what you’ve built. GA4, event tracking, attribution, and making data-driven decisions.

Session 7
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Session 8: Capstone Pitch & Project Review

Presenting strategy with evidence. The final project pitch and evaluation.

Session 8
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MBA DM Deliverable Toolkit (Templates + Samples)

Session-by-session templates, filled Valley Home Care samples, and checklists.

Core Toolkit
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Mid-Module Review (Session 5)

Practical assessment for the 20% mid-module grade (instructor key is separate).

Assessment

Additional course-specific resources will appear here as they are added.

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Session 1: Digital Strategy & The Customer Journey

Presentation slides for Session 1 of the MBA Digital Marketing module.

Session 1
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Session 2: Owned Media & Rapid Prototyping

Presentation slides for Session 2 of the MBA Digital Marketing module.

Session 2
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Session 3: Search Engine Optimisation (SEO)

Presentation slides for Session 3 of the MBA Digital Marketing module.

Session 3
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Session 4: Search Engine Marketing (SEM) & Google Ads

Presentation slides for Session 4 of the MBA Digital Marketing module.

Session 4
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Session 5: Paid Social Media Strategy

Presentation slides for Session 5 of the MBA Digital Marketing module.

Session 5
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Session 6: Email Marketing & Marketing Automation

Presentation slides for Session 6 of the MBA Digital Marketing module.

Session 6
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Session 7: Digital Analytics & Data-Driven Decision Making

Presentation slides for Session 7 of the MBA Digital Marketing module.

Session 7
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Session 8: Capstone Pitch & Campaign Review

Presentation slides for Session 8 of the MBA Digital Marketing module — the final capstone...

Session 8
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MBA DM Case Readings: Week-by-Week Map

Curated real Nepal case studies mapped to each MBA Digital Marketing week — what to read, what numbers...

Overview
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Case Study: The "Stack" Strategy for Home Services in Kathmandu (Google Ads + Local SEO)

How a Kathmandu home services provider stopped wasted Google Ads spend and stacked Local SEO underneath — CPA...

Integrated · Session 1
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Case Study: The "Leaky Checkout" Fix for a Kathmandu Bookstore (Conversion Rate Optimization)

How a Kathmandu bookstore cut cart abandonment by 22% and lifted purchases 15% by fixing checkout friction —...

CRO · Session 2
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Case: Kathmandu Home Services — Local SEO (3× Leads)

MBA teaching brief — qualified leads ~3× and organic 450 → 2,847/mo in six months. Week 3 primary...

SEO · Session 3
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Case: Kathmandu E-commerce SEO (~3× Organic Revenue)

MBA teaching brief — organic sessions +487%, organic-led revenue ~3×, CAC −58% over 12 months. Week 3 alternate....

SEO · Session 3
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Case: Kathmandu Home Services — Google Ads (−42% CPA)

MBA teaching brief — Search ads CPA NPR 4,722 → 2,571 in 90 days. Client withheld. Week 4...

SEM · Session 4
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Case: Education Consultancy PPC (−40% CPL, ~2× Leads)

MBA teaching brief — same NPR 300k/month Search spend, CPL −40%, leads roughly doubled in six months. Week...

SEM · Session 4
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Case: Hospitality WhatsApp Booking Funnel (Method)

MBA teaching brief — WhatsApp as the booking desk for Nepal hospitality. Process case; no invented occupancy %....

WhatsApp · Session 5
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Full Case Studies Catalog

All published Nepal proof pages (Ads, SEO, hospitality, education, e-com).

Catalog