This course equips students with the theory, tools, and practical skills required to design, launch, and manage successful SEM/PPC campaigns. Drawing on Pay-Per-Click Search Engine Marketing: An Hour a Day, the module emphasizes Google Ads, campaign structure, keyword research, ad creation, optimization, budgeting, tracking, and reporting. Students gain hands-on experience through live projects, case studies, and simulations.
- Teacher: Dr Faran Izhar
- Teacher: Bhagyashri K
This course explores how organizations can leverage social platforms to build brands, engage customers, and drive business growth. Drawing on Zarrella’s The Social Media Marketing Book, it blends theory and practice across key platforms (blogs, Facebook, Twitter/X, LinkedIn, YouTube, Instagram, wikis, and forums). Students will design social campaigns, evaluate metrics, and understand the ethical, cultural, and strategic implications of digital communities.
- Teacher: Ms. Amina
- Teacher: Bhagyashri K
This course introduces students to communication in the digital landscape. It distinguishes between digital and traditional/analog media and how a strong strategic communication must include elements of both to be effective. It helps students identify the advantages, shortcomings and risks of digital communication and the significance of evaluating and reporting the impact of digital communication. The teaching format includes case studies, online video discussions for collaborative learning, in class exercises, and a real-world digital communication campaign plan.
- Teacher: Bhagyashri K
