The marketplace’s shift to digital has transformed customer behavior, prompting businesses to embrace new digital marketing strategies for sustained competitiveness.

The Track Perspective

The marketplace has transformed from just a physical location where people gathered to exchange goods and services to also embrace a digital realm where transactions are conducted online in a highly personalized and self-service mode. With this explosion of digital technologies the way customers buy and consequently how organizations market and sell their products/services has undergone significant changes perhaps for all time to come. In this rapidly changing & evolving business landscape the demand for new skills, know-how and capabilities in specialized disciplines of digital marketing is increasing at an unprecedented rate. This growing gap between demand and supply has become a challenge for companies desiring to remain competitive and relevant.

The expertise in digital marketing encompasses knowledge and skills required to plan, execute and optimize digital marketing campaigns across various channels, including search engines, social media, email, mobile and display advertising.

The Digital Marketing Track focuses on “The Beauty of Creativity”, “The Mystery of Data” & “The Magic of Technology”. It is built to develop in the student the conceptual, technical and creative skills needed to be successful in the world of digital marketing. The program is comprehensive, covering both the strategic, elements of planning, analysing and defining business objectives & the technical elements of designing, implementing and hosting digital market places. This comprehensive approach provides participants with the knowledge and skills necessary to hit the ground running when they take on roles in the world of everything digital!

Marketing has always been about creating, communicating and delivering genuine customer value. In the digital world the merketeer has to continue to do this by systematically utilizing data to change strategies both in the market place and within the organization. The next horizon of course will be the integraton of the physical and interactive worlds!

Professor M. Sivagnanasundaram (Siva)

Track Chair
Digital Marketing Career Track

Industry Trends

E-commerce has been experiencing significant growth in recent years due to the increasing availability of internet access and the convenience of online shopping. According to eMarketer, global e-commerce sales reached $4.2 trillion in 2020, up 27.6% from 2019, and it is projected to reach $6.4 trillion by 2024. A survey by Google found that 50% of consumers who conducted a local search on their smartphone visited a store within a day, and 18% of those searches led to a purchase within a day. The same survey by Google found that 84% of shoppers conduct online research before making a purchase, and 70% of shoppers use three or more channels to research a product before making a purchase.

Digital marketing has evolved significantly over the past few decades, with advancements in technology and changes in consumer behaviour shaping the way businesses market their products and services. Digital marketing has become core to an organizations pursuit of success in the market place.

For students looking to stay ahead in today’s rapidly evolving digital landscape, our comprehensive digital marketing career track provides the skills and knowledge needed to succeed. From social media marketing to search engine optimization and content marketing, our course covers all the latest digital marketing trends and techniques, equipping students with the tools they need to create effective, data-driven marketing strategies. With hands-on experience and personalized instruction from industry experts, our course is designed to help students unlock their full potential and achieve their career goals in digital marketing.

Career Track Courses

Introduction to the fundamental concepts, frameworks and tools of Digital Marketing.

Planning and execution of campaigns across social media platforms.

Managing and integrating an organization’s digital assets and content for its online audience.

Develop CMS websites and learn how search engines discover them.

Creating immersive and integrated UX design to enhance engagement across digital touchpoints.

Develop prototype websites in Shopify platform.

Managing categories and brands for e-commerce marketplaces and D2C businesses to maximize shopper experience and revenue.

Introduction to the fundamentals of Marketing Analytics tool & techniques for analyzing data and making data driven marketing decisions.

Applying technologies like AI/ML, AR/VR, Chatbots, Recommendation Engines, etc to enhance customer experience and marketing effectiveness.

Developing websites for online shopping that impact the shoppers’ path to purchase and enhance shopper experience for revenue growth.