Digital technology has fundamentally transformed the way businesses communicate, build brands, acquire customers, and create long-term relationships. Today’s organizations compete not only through superior products and services but also through their ability to leverage data, content, digital platforms, social media, artificial intelligence, and customer engagement strategies to influence behavior and drive sustainable growth.
Digital Marketing & Social Media Strategy is a practical, executive-oriented course designed to prepare Junior MBA students to lead organizations in the digital economy. Rather than focusing on platform-specific tactics that quickly become outdated, the course emphasizes the strategic principles, psychological foundations, technological trends, and analytical frameworks that underpin successful digital marketing and social media leadership.
Students will explore digital customer behavior, content strategy, brand positioning, social media ecosystems, search marketing, paid advertising, influencer marketing, customer journey optimization, data analytics, artificial intelligence, reputation management, and digital transformation. Throughout the course, emphasis is placed on practical executive decision-making, enabling future leaders to integrate digital marketing into broader organizational strategy and competitive advantage.
Course Objectives
By the conclusion of this course, students will be able to:
• Understand the strategic role of digital marketing in modern business.
• Analyze consumer behavior across digital platforms.
• Develop integrated digital marketing strategies aligned with business objectives.
• Understand the psychological principles underlying successful digital communication.
• Evaluate social media as a tool for branding, engagement, and customer acquisition.
• Apply data analytics to improve marketing performance and executive decision-making.
• Understand emerging technologies transforming digital marketing.
• Recognize ethical and reputational challenges in digital environments.
• Build customer-centered digital experiences that foster long-term loyalty.
• Apply digital marketing principles to leadership, entrepreneurship, and organizational growth.
