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MBA DM: Digital Marketing - Course Materials
Intensive 16-hour MBA module equipping candidates with strategic planning, rapid prototyping, SEO, SEM, and data analytics in Digital Marketing.
16
Lecture Hours
10
Chapter Notes
6
Resources
8
Slide Decks
10
Case Studies
MBA Module: Digital Marketing
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)
Week 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
Week 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
Week 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 Week 2 site
- Deliverable: SEO-optimized page with a documented keyword map
Week 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
Week 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
Week 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
Week 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
Week 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
- Continuous Lab Participation (30%): Weekly completion of hands-on deliverables.
- Mid-Module Review (20%): Brief practical assessment in Week 5 on frameworks and tools.
- Capstone Project (50%): Asset Quality (20%) + Strategy & Pitch Presentation (30%).
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
Course Syllabus: MBA Digital Marketing
Full syllabus and overview of the MBA Digital Marketing module.
MBA DM Deliverable Toolkit: Templates + Sample Outputs
Ready-to-use weekly templates, sample structures, and submission checklists for all 8 MBA Digital Marketing module...
Week 1: Digital Strategy & The Customer Journey
From business goal to marketing objective. Aligning strategy, mapping the customer journey, and defining North...
Week 2: Owned Media & Rapid Prototyping (The Sandbox)
Building your digital hub. Fundamentals of UX, Conversion Rate Optimization (CRO), and agile deployment.
Week 3: Search Engine Optimization (SEO) & Content Architecture
Being found when it matters. Keyword research, search intent, and on-page optimization for your sandbox....
Week 4: Search Engine Marketing (SEM) & Paid Search
Buying the right traffic on Google. PPC mechanics, Quality Score, and writing effective search ads....
Week 5: Paid Social Media Strategy (Meta Ads)
Targeting and creative on Facebook & Instagram. Demographics, audiences, and ad policies.
Week 6: Email Marketing, Automation & Retention
Nurturing leads into customers. Psychology of email, automation logic, and list segmentation.
Week 7: Digital Analytics & Data-Driven Decisions
Measuring what you’ve built. GA4, event tracking, attribution, and making data-driven decisions.
Week 8: Capstone Pitch & Project Review
Presenting strategy with evidence. The final project pitch and evaluation.
MBA DM Deliverable Toolkit (Templates + Samples)
Week-by-week submission templates, sample structures, and checklists.
SEO Checklist
On-page optimisation checklist for Week 3 deliverables.
Google Ads Reference Guide
Campaign, ad copy, and bidding reference for Week 4.
Meta Ads Reference Guide
Audience, creative, and objective guidance for Week 5.
Email Marketing Checklist
Sequence quality checklist for Week 6 automation submission.
Analytics and CRO Reference Guide
Measurement and optimisation framework for Week 7 and Week 8.
Additional course-specific resources will appear here as they are added.
Week 1: Digital Strategy & The Customer Journey
Presentation slides for Week 1 of the MBA Digital Marketing module.
Week 2: Owned Media & Rapid Prototyping
Presentation slides for Week 2 of the MBA Digital Marketing module.
Week 3: Search Engine Optimisation (SEO)
Presentation slides for Week 3 of the MBA Digital Marketing module.
Week 4: Search Engine Marketing (SEM) & Google Ads
Presentation slides for Week 4 of the MBA Digital Marketing module.
Week 5: Paid Social Media Strategy
Presentation slides for Week 5 of the MBA Digital Marketing module.
Week 6: Email Marketing & Marketing Automation
Presentation slides for Week 6 of the MBA Digital Marketing module.
Week 7: Digital Analytics & Data-Driven Decision Making
Presentation slides for Week 7 of the MBA Digital Marketing module.
Week 8: Capstone Pitch & Campaign Review
Presentation slides for Week 8 of the MBA Digital Marketing module — the final capstone...
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