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    Digital Marketing Course Syllabus & Subjects 2023

    Digital Marketing Course Syllabus & Subjects Overview

    Digital Marketing has become a significant and powerful tool for expanding a startup, company, brand, or business in this era. Large investments by businesses in various digital marketing tools and methods to increase their audience and customer base are quite commonplace in today’s dynamic and competitive business environment. Digital marketing tactics are now being used by practically all industries, including media and entertainment, finance, content marketing, businesses, etc., to expand online.

    The field of digital marketing is vast. That being said, Digital Marketing can be divided into sub-categories like Social Media Marketing, Search Engine Optimization (SEO), Google Analytics, Content Research, Web Analytics, Email Marketing, and many more. The fundamentals of SEO, web development, content strategy, and Google Analytics are also covered in almost every digital marketing course, whether it be online or offline. Some of the principal disciplines under most Digital Marketing courses include:

    • Digital Marketing Laws
    • Search Engine Optimization (SEO)
    • Search Engine Marketing (SEM)
    • Digital Design and Communication
    • Content Marketing
    • Internet and Web Optimization
    • Data Analytics
    • Social Media Marketing
    • Content Strategy
    • Email Marketing

    As the prominence of digital technology rises and the marketing industry relies more on digital marketing strategies, the demand for professionals from the Digital Marketing sphere will also skyrocket. That being said, a Digital Marketing course will equip students with all the necessary knowledge and skills that they need to excel as digital marketers. There are many Digital Marketing courses available today at different levels of academic qualification. Aspirants can undertake a Digital Marketing specialization during their BBA degree which is an undergraduate course. Digital Marketing specializations are also available during postgraduate degrees like an MBA. Apart from that, Digital Marketing certification courses are also available across the internet. With that in mind, let’s take a look at the syllabus and the different subjects included in a Digital Marketing curriculum.

    Digital Marketing Year Wise Syllabus

    Digital marketing was the beginning of the digital revolution, but it has expanded significantly with new potential opportunities in SEO, social media marketing, content marketing, data analytics, and other areas. The entire spectrum of digital marketing is covered in the curriculum, from comprehending its history and roots to current trends in the field. The goal of the Digital Marketing course syllabus is to guarantee that the students gain a comprehensive knowledge of the field. The following is a brief discussion of the semester-wise Digital Marketing syllabus.

    First-Year Digital Marketing Syllabus

    The following table highlights the first-year (semesters I & II) Digital Marketing course syllabus:

    Semester ISemester II
    Basics of ManagementHR Management
    Business CommunicationEconomics
    Communication SkillsAccounting
    Organisational BehaviorFinance Management

    Second-Year Digital Marketing Syllabus

    The following table outlines the second-year (semesters III & IV) Digital Marketing syllabus:

    Semester IIISemester IV
    Analysis & Design of Business SystemTools in Digital Marketing & E-Commerce
    Content MarketingMarketing Management
    Management Information SystemsVisual Design
    Managerial EconomicsCommunication Theory
    Organizational BehaviorBrand and Brand Positioning

    Third-Year Digital Marketing Syllabus

    The following table summarises the third-year (semesters V & VI) Digital Marketing course syllabus:

    Semester VSemester VI
    Content MarketingReputation Management
    Content WritingSocial Media Marketing
    Cyber SecurityDigital Media Analytics
    Public RelationInternational Business Management
    Search Engine Optimisation and MarketingChange & Innovations Management

    Note: The above-mentioned Digital Marketing course syllabus & subjects may vary from one university to another as well as depending upon the specialisation one is opting for. Hence, it is advisable that prospective students must check the official website of the respective university before applying. 

    Digital Marketing Subjects

    Digital Marketing is a vast discipline with numerous subjects covered within its curriculum. Now that we know the course details for most digital marketing programs, let us take a look at some important digital marketing subjects. The key subjects of a Digital Marketing curriculum are given below, along with a summary of their contents.

    Digital Marketing Subjects


    Fundamentals of Digital Marketing

    • Understanding marketing through the internet
    • Definition of digital marketing; origin of Digital Marketing, Traditional VS Digital Marketing
    • The internet marketing mix: product and branding; place e.g. channels, virtual organizations; price e.g. auctions; promotions; people; processes; physical evidence
    • Benefits of Digital marketing e.g. reach, scope, immediacy, interactivity
    • Digital Advertising Market in India
    • Digital marketing tools/e-tools; the online marketing matrix including business and consumer markets; the online customer
    • The internet micro- and macro-environment, Internet users in India
    • Search engine marketing (SEM): definition of SEM, the definition of search engine optimization (SEO); advantages and disadvantages of SEO; best practice in SEO
    • Segmenting and Customizing Messages
    • Paid search engine marketing, pay-per-click advertising (PPC); landing pages; long tail concept; geo-targeting e.g. Google Ad Words; opt-in email and email marketing

    Integrated Marketing Communications

    • An Introduction to Integrated Marketing Communication (IMC)
    • Role of IMC in marketing process, IMC planning model, Marketing and promotion process model. Communication process, steps involved in developing IMC program, Effectiveness of marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in various stages of PLC
    • Advertising objectives and Budgeting: Goal setting – DAGMAR approach, various budgeting methods used
    • Advertising Agency: Type of agencies, Services offered by various agencies, Criteria for selecting the agencies, and evaluation
    • Media planning: Developing Media plan, Problems encountered, Media Evaluation-Print, Broadcast media, Support media in advertising. Media strategy: Creativity, Elements of creative strategies and their implementation, Importance of Headline and body copy
    • Monitoring, Evaluation, and control: Measurement in advertising, various methods used for evaluation, Pre-testing, Post testing
    • Advertising on the internet; Digital Media, Evolution of Technology, Convergence of Digital Media, E-Commerce and Digital Media, Advertising on Digital Media, Social Media, Mobile Adverting, and E-PR Digital Public Relations: What is DPR Influencer Marketing, Blogger Relations

    Website Planning and Structure

    • Introduction to the World Wide Web
    • Domains and buying a Domain
    • Core objective and flow
    • Strategic design of the Home page
    • Website language and Technology
    • Portfolio, Gallery and Contact Us page
    • Call to Action
    • Designing WordPress Website
    • Designing other pages
    • Website Auditing
    • SEO Overview
    • Synthesis and design of a one-page website
    • Google Analytics tracking code

    Content Management System

    • Hosting your CMS
    • Types of WordPress
    • Setting up a local server
    • Creating a database and downloading WordPress
    • Installing WordPress
    • Extracting WordPress files and installing WordPress
    • Logging into WordPress Dashboard
    • WordPress Dashboard
    • Navigate to the WordPress dashboard; know what everything does and how to use it
    • Customizing WordPress Themes
    • Customization of WordPress Widgets
    • Install WordPress Plugins
    • Installing a plugin for SEO on the WordPress website
    • Increasing the speed of WordPress websites
    • Security of WordPress websites
    • Contact Form for WordPress websites
    • Setup Contact us page for WordPress websites
    • Creating posts and Basics of One Page Optimization (SEO)
    • Setting up your Web server
    • Installing your WordPress to your Web server

    Search Engine Optimization (SEO) & Search Engine Marketing (SEM)

    • Understanding Search Engine Marketing and Search Engine Optimization
    • What is SEM and SEO? SEO keyword planning, Meta tags, and Meta Description, Website content optimization, Backlink strategies, Internal and external links, Optimizing the site structure
    • On-page SEO, Off-page SEO, Local SEO, Mobile SEO, e-Commerce SEO
    • Introduction to Google Ad words, Ad TYPES, Pricing models, PPC cost Formula, Ad Page Rank, Billing and payments
    • Use of webmaster tools, Measuring SEO effectiveness, Synthesis
    • User Interface, planning and control of keywords, designing image ads, creating animated ads, YouTube video promotion
    • Creating video ads, use of Self-Service or managed Ads, get started with a Campaign Manager, choose an Ad Format, create an Ad, Target, Measure and optimize your Campaign

    Social Media Marketing (SMM)

    • Introduction to Social Media, how to build a successful Social Media Strategy, Goal setting, Strategy, and implementation, Measurement, and Improvement
    • Objectives of Social Media
    • Social Media Trends
    • Listening to Market, Digital Marketing Trends, Branding on the Net, Branding your Website, Trends in Digital Advertising YouTube Marketing Fundamentals
    • Google Pages for YouTube Channels, Video Flow, Verify Channel, Webmaster Tool - Adding Asset
    • Associated Website Linking, Custom Channel URL, Channel – ART, Links, Keywords, Main Trailer, Uploading Videos, Defaults, Creator Library, Channel Navigation, Video Thumbnail
    • Facebook for Business
    • Facebook fan Engagement, Anatomy of Ad Campaign, Adverts, Types of adverts, Adverts Targeting
    • Facebook Insights and other marketing tools
    • Audience Insights, page Insights, Facebook groups, Hashtags, Facebook Apps, Facebook live, Facebook Avatar, Facebook Ad manager, Facebook Power editor
    • Instagram and Snapchat
    • Instagram - Objectives, Content Strategy, Style Guidelines, Hashtags, Videos, Sponsored Ads, Apps, generating leads
    • Snapchat, Digital Public Relations - Influencer Marketing, Blogger relations

    Content Marketing

    • What is content marketing and how to incorporate it into your business
    • How to publish your content and incorporate SEO into your strategy so people can find you
    • How to increase traffic coming to your website(s)
    • How to engage your customers with your content
    • How to optimize what you already have and create great content with it – you don’t need to start from scratch
    • How to develop a strategy to create content for what your customers want -not what you think they want
    • How content marketing can be a cohesive blend with your other marketing tactics, not competition
    • Which channels work, why, and how to incorporate them into your marketing plan
    • How to use social media to communicate better in your networks, and more Efficiently
    • Brainstorming and Mind Mapping, Generating Ideas Using Social, Media, Generating Ideas by News Jacking
    • Building Your Brand
    • Synthesis and Case Analysis
    • Collecting Content Ideas, Setting Up Google Alerts, Setting Up an RSS Feed Using Google for Ideas
    • Identifying Students’ Unique Propositions, Identifying a Target Audience, Naming Primary and Lower-Level Goals, Forming a Core Message and Secondary Messages
    • Establishing an Online Footprint, starting with a Blog, Writing for the Web
    • Performing a Competitive Analysis, Using an Editorial Calendar
    • Understanding the Importance of Images, Audio, and Video

    Digital Marketing Common Subjects for All Semesters

    Digital marketing subjects comprise varied foundational concepts from SEO to E-mail Marketing as well as Marketing Automation. It covers a wide range of subjects, such as online marketing, social media marketing, finance, mobile marketing, and digital marketing. Aspirants will comprehend e-marketing better after participating in online surveys and research. Students gain a practical understanding of the digital marketing syllabus by reading about the latest technological research articles, engaging in online workshops, and attending lab sessions. According to their areas of interest, potential future careers, and access to further education, aspirants should choose their elective subjects. The following are the core & lab Digital Marketing subjects:

    Digital Marketing Core Subjects

    The following are the core Digital Marketing course subjects:

    • Accounting for managers
    • Business communication
    • Business planning
    • Business policy and strategic management
    • Business skills development
    • Business-to-business (B2B) e- marketing
    • Communication skill development
    • Corporate legal environment
    • Demand and business forecasting
    • Digital marketing and strategy
    • E-business technologies
    • E-commerce
    • Financial statement analysis
    • General marketing strategies
    • Interactive marketing
    • Management of organisations
    • Market research and seminar
    • Project management

    Digital Marketing Lab Subjects

    The following are the lab Digital Marketing course subjects:

    • Database Management System Analysis
    • Design Communication Networks for Business E-Commerce
    • Digital advertising
    • Internet marketing strategies
    • Online advertising
    • Online privacy and policy implications
    • Search Behaviour-based inference
    • Social media marketing
    • Web analytics

    Digital Marketing Course Optional Subjects

    Candidates should choose their elective courses based on their areas of interest, potential future careers, and opportunities for higher education. The following are the Digital Marketing course optional subjects:

    • Ad effectiveness measurement
    • Advanced campaign measurement and experimental evaluation
    • Advertising communication
    • Affiliate Marketing
    • Buyer behaviour (from the consumer and corporate standpoints)
    • E-Marketing management
    • Financial Markets and Services Security Analysis
    • HR Management Organizational Change and Development
    • HR Planning and Development Management of Industries
    • Industrial Psychology Performance Management
    • Management Control Systems International Financial Management
    • Management of Financial Institutions
    • Portfolio Management Derivatives and Risk Management
    • Training and Development of Labour Laws and Guidelines
    • Working Capital Management Corporate Taxation and Tax Planning

    Syllabus for Digital Marketing Distance Programmes

    The syllabus for digital marketing distance programmes is quite similar to the classroom syllabus. The following is a list of subjects that are taught in Digital Marketing distance programs:

    • Accounting
    • Affiliate marketing
    • Blogging
    • Business Computing
    • Business Ethics
    • Competitor and website analysis
    • Content creation and promotion
    • CRM
    • Digital advertising
    • Digital Marketing
    • Digital Sales
    • Economic
    • Email marketing
    • Geo marketing
    • Google Adsense
    • Human Resource Management
    • Management - Business and Financial
    • Market research and niche analysis
    • Mobile marketing
    • PPC Google ads campaign creation and management
    • SEO, SEM, SMM
    • Social Media Marketing
    • Website data analytics
    • Website design using WordPress CMS
    • YouTube video marketing

    Digital Marketing Important Books

    Digital Marketing books will help students gain a deeper understanding of their subject matter. Students will be able to prepare ahead of time about all the essentials they will need for the coursework with the help of the reference books. Usually, digital marketing books are authored by industry experts who have detailed their experiences and insights into their fields. The following books will help students get started preparing for their Digital Marketing subjects:

    Book Name

    Author/s Name

    Building a StoryBrand: Clarify Your Message So Customers Will Listen

    Donald Miller

    Digital Marketing for Dummies

    Ryan Deiss & Russ Henneberry

    Digital Marketing Strategy: An Integrated Approach to Online Marketing

    Simon Kingsnorth

    Epic Content Marketing: How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less

    Joe Pulizzi

    Jab, Jab, Jab, Right Hook

    Gary Vaynerchuk

    New Rules of Marketing and PR

    David Meerman Scott

    The Art of SEO: Mastering Search Engine Optimization

    Eric Enge, Jessie Stricchiola, Stephan Spencer


    Jay Baer

    Digital Marketing Course Structure

    A Digital Marketing course aims to teach students the fundamentals of marketing in the digital age.  In today's environment, a marketer must have a thorough grasp of every facet of marketing in addition to knowing how to create a brand that people can relate to and use to further corporate objectives. This course aims to create well-rounded, future-ready marketers by giving you the ideal combination of technical know-how and commercial acumen.

    Marketing aspirants who wish to study digital marketing can pursue this course through a number of avenues. The most popular Digital Marketing courses are online certification courses offered by education platforms on the Internet. Digital Marketing can also be pursued as a specialization during a BBA or an MBA program. 

    Digital Marketing Course Structure for Online Courses

    The curriculum of an online certification course in Digital Marketing is designed to give students all the essential knowledge and hands-on experience they need to move into digital marketing or drive growth for businesses through digital platforms. Most online courses are a mix of core subjects, electives based on different specializations that students choose during the course, case studies, and projects. Let’s take a deeper look at the structure of an online certification course in Digital Marketing.

    Course ElementOnline Digital Marketing Course CurriculumObjectives
    Core Subjects
    • Fundamentals of Marketing
    • Digital Marketing Channels and Metrics
    • Customer Centricity
    • Designing and Building a Website
    • Blog Creation
    • Search Engine Optimization (SEO)
    • Social Media Marketing (SMM)
    • Search Engine Marketing (SEM)
    • Display Advertising
    • Email Marketing
    • Soft Skills Development
    • Web Analytics
    • Marketing Strategy
    • Display Advertising
    • Content Marketing
    The purpose of the core subjects in a digital marketing course is to teach students the principles of marketing theory, digital marketing channels, and KPIs. These classes will introduce the concepts that students must master in order to fully understand what digital marketing entails. These topics must be covered in order to improve a student's comprehension of the fundamental disciplines, and their inclusion in a course on digital marketing is essential to establishing the marketing concepts and principles that are required to understand the more complex and specialized topics later in the curriculum.
    Elective Subjects (Social Media & Content Marketing)
    • Fundamentals of Content Creation
    • Social Media Advertising
    • Community Management
    • Case Studies
    • Projects
    • Digital Tools Training
    During an online digital marketing course, students can also choose a specialization that provides knowledge specific to a given industry. Students can choose electives outside of their core classes to further their knowledge and skills in areas of interest. Electives are extremely beneficial to students since they broaden their skill set and provide them with more possibilities to experiment. The concentration that students select during the course determines the electives for a program in digital marketing. These specializations might be in branding and communication, marketing analytics, marketing communication, social media and content marketing, etc.
    Elective Subjects (Marketing Communications)
    • Creative Communications Development
    • Introduction to Public Relations
    • Campaign Planning
    Elective Subjects (Marketing Analytics)
    • Predictive Analytics and Decision-making
    • Data Identification and Collection
    • Data Integration
    • Using Database Management and Data Analytics Tools
    • Case Studies
    Elective Subjects (Branding & Communication)
    • Integrated Marketing Communication
    • Fundamentals of Brand Positioning
    • International Branding
    • Brand Engagement Strategy
    • Case Studies
    • Projects
    Case Studies
    • Industry-Related Case Studies
    A case study is a thorough, in-depth analysis of a specific issue within a practical setting. Case studies are essential in a Digital Marketing course for comprehending the current industry trends and practices. These case studies provide students the chance to catch up with the current marketing scene and obtain a sense of the sector as a whole.
    • SEO Projects
    • Blog/Online Content Projects
    • Social Media Marketing Live Projects
    • Search Engine Marketing Live Projects
    • Web Analytics Projects
    • Display Marketing Projects
    Another essential component of a digital marketing course is project work, without which an individual's education, particularly in a field like marketing, is inadequate. Students are given projects with the goal of teaching them via study and analysis about the business world and industry related to their specialization. Without a thorough awareness of the environment in which an aspirant marketer desires to establish their profession, facing obstacles is inevitable. Projects not only provide students with intimate facts about the actual world, but they also aid in the growth of research and critical thinking abilities. These assignments motivate students to pick up crucial abilities and put them to good use.

    BBA in Digital Marketing Course Structure

    A BBA in Digital Marketing is a three-year UG program that studies the marketing of various products and services using digital technology. It is one of the few undergraduate management courses that offers a specialty in digital marketing. Students who get a BBA in digital marketing are educated in some of the key ideas of branding, campaign analysis, and strategy development.

    Apart from the elective subjects related to Digital Marketing, the curriculum for a BBA in Digital Marketing is similar to other BBA programs. A detailed description of the course is given below.

    Course ElementBBA in Digital Marketing Course CurriculumObjectives
    Core Subjects
    • Principles of Management
    • Basics of Cost Accounting
    • Organizational Behavior
    • Human Resource Management
    • Strategic Management
    • Business Accounting
    • Business Law
    • Business Economics
    • Principles of Marketing
    • Business Environment & Management
    • Business Statistics
    • Business Mathematics
    • Indian Economy
    • Research Methodology
    • Operations Research
    • Logistics and Supply Chain Management
    A Bachelor of Business Administration degree's core subjects are intended to teach students the foundations of management. These classes will explain the fundamental concepts that students must study in order to understand what management is all about. These subjects must be addressed to improve a student's comprehension of the fundamental management disciplines, and their inclusion in a BBA course is essential to establish the management concepts and ideas required to comprehend the more complex and specialized topics later in postgraduate study.
    Skill Development Courses
    • Principles of Marketing
    • Basics of Computers
    • Introduction to OB & HR
    • Business Communication Skills
    • Marketing Analytics
    • Corporate Communication
    • Ethics, Governance, and Sustainability
    • IT In Management
    The practical knowledge and soft skills of a manager have a significant impact on their performance in a company. It is of little use to a manager if they cannot apply their theoretical understanding to real-world issues. As a result, it is crucial for management students to grow their abilities across a variety of fields. The development of skills increases a manager's credibility in business settings. Since they are required to oversee a range of initiatives underneath them, managers are supposed to be capable of handling almost any responsibility. Consequently, skill development is crucial throughout a management course like a Bachelor of Business Administration degree, regardless of the specialization.
    ProjectsDigital Marketing Capstone ProjectProjects are designed to provide students with real-world experience by posing questions and difficulties that they must find answers to utilizing research techniques and technical expertise. A manager has to have a practical understanding of the corporate world and the sector related to their area of expertise. A mountain of obstacles will lie in the way of ambitious managers without a thorough awareness of the environment in which they hope to further their careers.
    InternshipsSummer InternshipInternships have been one of the most important components of a BBA curriculum and a fantastic method for young people to show off their abilities in a real-world setting. Internships are designed to be more of a learning experience because there is less pressure to complete important tasks when you are committing to them. Students must pay attention and make the most of their time in the field since they must produce an internship report at the conclusion of their term.

    MBA in Digital Marketing Course Structure

    Most MBA courses are designed to place greater emphasis on a subject's practical applications than its theoretical understanding. Managers should be able to identify issues and find solutions by drawing on their inside-the-company expertise. Therefore, it should come as no surprise that a Master's in Business Administration degree with a specialization in Digital Marketing includes coursework that prepares students for real-world scenarios and gives them a thorough grasp of the various fields that fall under their specialization and beyond. 

    The curriculum for an MBA in Digital Marketing is identical to other MBA programs, with the exception of the electives relating to the field of digital marketing. A detailed description of the course is given below.

    Course ElementMBA in Digital Marketing Course CurriculumObjectives
    Core Subjects
    • Managerial Economics
    • Principles of Management
    • Business Environment
    • Organizational Behavior
    • Human Resource Management
    • Marketing Management
    • Management Concepts
    • Organizational Structure
    • Quantitative Techniques for Managers
    • Accounting for Managers
    • Financial Management
    • Corporate Environment
    The core courses in an MBA program are designed to teach students about all the fundamental aspects of management. These subjects are crucial for building a student's foundation in management disciplines, and their inclusion in an MBA course is essential to solidify the ideas that are needed to comprehend the later, more in-depth, and specialized topics.
    Elective Subjects
    • Fundamentals of Digital Marketing
    • Website Planning and Structure
    • Search Engine Optimization (SEO)
    • Search Engine Marketing (SEM)
    • Social Brand Management
    • Digital Media Analytics
    • Social Media Marketing (SMM)
    • Lead Generation
    • Media Management & Automation
    • Inbound Marketing
    • Outbound Marketing
    • Email and Affiliate Marketing
    • Web Development
    • Video Marketing
    • Mobile App and Email Marketing
    Students have a wide range of options for elective courses in the MBA curriculum that give expertise particular to their sector. In addition to their normal courses, students can select electives that interest them and advance their knowledge and abilities in those fields. Students benefit greatly from electives since they expand their skill set and provide them with additional opportunities to explore.
    Skill Development Courses
    • Personal Development
    • Business Communication
    • Team work-Workshop
    • Self-Awareness and Management
    • Advanced MS-Office Certification
    • Yellow Belt Six Sigma
    • Aptitude Training
    • Leadership Development
    • Business Research Methods
    • SPSS Lab
    For a manager to succeed in a company, practical knowledge, and soft skills are essential. A manager must know how to utilize and turn their theoretical knowledge into practical solutions in the workplace. For this reason, it is crucial for management students to improve their skills in several areas. A manager's reputation in corporate domains is boosted through skill development. A manager must be prepared for practically any sort of responsibility since they are expected to oversee a range of tasks beneath them.
    ProjectsCapstone ProjectProjects are an essential component of an MBA course, without which a student's education in a field like management, is incomplete. Students are given projects with the objective of educating them via analysis and research about the business world. Without a thorough awareness of the environment in which an aspiring manager desires to grow their career, they will face obstacles. Projects not only provide students access to important facts about the actual world, but they also aid in the growth of research and critical thinking abilities.
    InternshipsSummer InternshipInternships are a fantastic method for aspiring managers to demonstrate their abilities in a real company. The goal of these internships and apprenticeships is to provide students with a learning opportunity without placing undue pressure on them to complete significant responsibilities.

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