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MBA in Digital Marketing at Gujarat Technological University
Ahmedabad, Gujarat
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About the Specialization
What is Digital Marketing at Gujarat Technological University Ahmedabad?
This Digital Marketing program at Gujarat Technological University focuses on equipping students with advanced skills in online marketing strategies and analytics. Recognizing India''''s rapidly expanding digital economy, the program emphasizes practical application of search engine optimization, social media marketing, content strategy, and data-driven decision-making, preparing graduates for dynamic roles in a competitive market.
Who Should Apply?
This program is ideal for recent graduates across disciplines seeking to enter the thriving digital marketing sector, as well as working professionals aiming to upskill and specialize in cutting-edge online strategies. Individuals with a keen interest in technology, consumer behavior, and creative communication who aspire to drive business growth in the digital landscape will find this program particularly rewarding.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding India-specific career paths such as Digital Marketing Manager, SEO Specialist, Social Media Strategist, Content Marketing Lead, or Digital Analytics Consultant. Entry-level salaries typically range from INR 3-6 LPA, growing significantly with experience. The program aligns with industry certifications, enhancing professional credentials and marketability in Indian companies.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1)
Focus intensely on core MBA subjects like Management Principles, Economics, and Accounting. Develop a strong understanding of business operations, market dynamics, and financial literacy, which forms the bedrock for strategic digital marketing decisions.
Tools & Resources
Case studies, Business journals, Financial news portals, Peer study groups
Career Connection
A solid business foundation enables future digital marketing professionals to understand business objectives, articulate ROI, and align digital strategies with overall organizational goals, making them effective leaders.
Enhance Communication and Analytical Skills- (Semester 1)
Actively participate in communication skill workshops and leverage subjects like Business Statistics and Research Methodology. Practice data interpretation, report writing, and public speaking, crucial for presenting digital marketing insights effectively.
Tools & Resources
Toastmasters clubs (if available), Presentation software, Statistical analysis tools like Excel, Online courses on data visualization
Career Connection
Strong communication and analytical skills are essential for client interactions, team collaboration, and data-driven campaign management in digital marketing roles.
Intermediate Stage
Master Digital Marketing Core Concepts & Tools- (Semester 2-3)
Deep dive into subjects like Digital Marketing & Analytics, SEO, SMM, and Content Marketing. Gain hands-on experience with industry-standard tools for keyword research, social media management, content creation, and basic analytics.
Tools & Resources
Google Analytics, Google Search Console, SEMrush (free version), Hootsuite (free), Canva, HubSpot Academy certifications, Relevant online tutorials
Career Connection
Proficiency in core digital marketing concepts and tools is a direct pathway to entry-level specialist roles in SEO, SMM, or Content Marketing.
Pursue Certifications & Live Projects- (Semester 2-3)
Supplement academic learning with recognized industry certifications (e.g., Google Ads, Meta Blueprint) and actively seek out live digital marketing projects or internships. Apply theoretical knowledge to real-world campaigns and build a portfolio.
Tools & Resources
Google Skillshop, Facebook Blueprint, LinkedIn Learning, Local startups or NGOs for pro bono projects, Internship platforms
Career Connection
Certifications validate skills, while practical project experience demonstrates capability, significantly boosting employability and providing a competitive edge in the Indian job market.
Network with Industry Professionals- (Semester 2-3)
Attend webinars, industry conferences, and workshops focusing on digital marketing trends in India. Connect with professionals on LinkedIn, seek mentorship, and understand current industry challenges and opportunities.
Tools & Resources
LinkedIn, Industry events (e.g., Digital Marketing India Summit), Alumni network, Professional associations
Career Connection
Networking opens doors to internship and job opportunities, provides insights into career paths, and helps build a professional support system for future growth.
Advanced Stage
Specialize and Develop Integrated Strategies- (Semester 4)
Focus on advanced specialization electives like Paid Media, Mobile Marketing, and Digital Marketing Strategy. Learn to integrate various digital channels into cohesive campaigns and develop comprehensive strategic plans.
Tools & Resources
Advanced Google Ads features, Programmatic advertising platforms (conceptual), Marketing automation software demos, Strategic planning frameworks
Career Connection
This stage prepares students for leadership roles where they manage multi-channel campaigns, develop overall digital strategies, and drive significant business impact.
Undertake a Capstone Project/Dissertation- (Semester 4)
Engage deeply in the Master''''s Thesis/Dissertation/Project, choosing a topic relevant to Digital Marketing. Conduct original research, analyze data rigorously, and propose innovative solutions to real-world digital marketing problems.
Tools & Resources
Academic databases, Statistical software (SPSS, R, Python for data analysis), Survey tools, Comprehensive research methodology
Career Connection
A well-executed capstone project demonstrates independent research capabilities, problem-solving skills, and deep subject matter expertise, highly valued in consulting and advanced analytical roles.
Focus on Personal Branding & Placement Preparation- (Semester 4)
Refine personal branding by optimizing LinkedIn profiles, creating an online portfolio showcasing projects and certifications, and practicing interview skills specifically for digital marketing roles. Actively engage with the placement cell.
Tools & Resources
LinkedIn, Personal website/portfolio builders (e.g., Behance for creatives, Notion for project showcase), Mock interview platforms, Career services at GTU
Career Connection
Strong personal branding and thorough preparation directly lead to successful placements, securing desired roles in top Indian companies or multinational corporations operating in India.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree (10+2+3/4 pattern) from any recognized University with minimum 50% marks (45% for SC/ST/SEBC/EWS candidates of Gujarat State). Typically requires CMAT score.
Duration: 4 semesters / 2 years
Credits: 98 Credits
Assessment: Internal: 30% (Theory), 50% (Practical/Lab), 30% (Project), External: 70% (Theory), 50% (Practical/Lab), 70% (Project)
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3140001 | Management Principle & Application | Core | 3 | Introduction to Management, Planning & Decision Making, Organizing, Staffing & Directing, Controlling, Modern Management Trends |
| 3140002 | Managerial Economics | Core | 3 | Introduction to Managerial Economics, Demand Analysis, Production and Cost Analysis, Market Structure & Pricing Strategies, Macroeconomics for Managers |
| 3140003 | Account for Management | Core | 3 | Introduction to Accounting, Financial Accounting Principles, Preparation of Financial Statements, Cost Accounting Concepts, Budgeting & Budgetary Control |
| 3140004 | Business Statistics | Core | 3 | Introduction to Statistics, Data Collection & Presentation, Probability & Probability Distributions, Sampling & Hypothesis Testing, Correlation & Regression Analysis |
| 3140005 | Organizational Behavior | Core | 3 | Introduction to OB, Individual Behavior, Group Dynamics, Leadership & Motivation, Organizational Culture & Change Management |
| 3140006 | Research Methodology & Business Analytics | Core | 3 | Foundations of Research, Research Design, Data Collection Methods, Data Analysis & Interpretation, Introduction to Business Analytics |
| 3140007 | Communication Skills | Core | 2 | Fundamentals of Communication, Verbal & Non-Verbal Communication, Business Correspondence, Presentation Skills, Group Discussion & Interview Skills |
| 3140008 | Business Environment | Core | 2 | Indian Business Environment, Economic & Political Environment, Socio-Cultural & Technological Environment, Legal Environment, International Business Environment |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3140009 | Operations Management | Core | 3 | Introduction to Operations, Design of Operations Systems, Production Planning & Control, Quality Management, Supply Chain Management |
| 3140010 | Marketing Management | Core | 3 | Introduction to Marketing, Consumer Behavior, Market Segmentation & Targeting, Product & Pricing Strategies, Promotion & Distribution Strategies |
| 3140011 | Human Resource Management | Core | 3 | Introduction to HRM, HR Planning & Recruitment, Training & Development, Performance Management, Compensation & Employee Relations |
| 3140012 | Financial Management | Core | 3 | Introduction to Financial Management, Time Value of Money, Capital Budgeting, Capital Structure & Cost of Capital, Working Capital Management |
| 3140013 | Entrepreneurship & Business Planning | Core | 3 | Introduction to Entrepreneurship, Idea Generation & Opportunity Recognition, Business Plan Development, Funding New Ventures, Challenges for Entrepreneurs |
| 3140014 | Management Information System | Core | 3 | Introduction to MIS, Information Systems & Organizations, Database Management, Decision Support Systems, E-business & Enterprise Systems |
| 3140015 | Business Ethics & Corporate Governance | Core | 2 | Introduction to Business Ethics, Ethical Decision Making, Corporate Social Responsibility, Corporate Governance Principles, Ethical Leadership |
| 3140016 | Digital Marketing & Analytics | Core | 2 | Introduction to Digital Marketing, Digital Marketing Channels Overview, Website Planning & Optimization, Analytics Fundamentals, Digital Marketing Metrics |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3140017 | Strategic Management | Core | 3 | Introduction to Strategic Management, Environmental Analysis, Strategic Formulation, Strategy Implementation, Strategic Control & Evaluation |
| 3140018 | Project Management | Core | 3 | Introduction to Project Management, Project Planning & Scheduling, Project Organization & Leadership, Project Risk Management, Project Monitoring & Control |
| 3140019 | International Business | Core | 3 | Introduction to International Business, Theories of International Trade, Foreign Exchange Market, Global Marketing & HRM, International Financial Management |
| 3140026 | Search Engine Optimization (SEO) | Elective - Digital Marketing | 3 | SEO Fundamentals, Keyword Research, On-Page SEO, Off-Page SEO & Link Building, Technical SEO, SEO Auditing |
| 3140027 | Social Media Marketing (SMM) | Elective - Digital Marketing | 3 | Introduction to SMM, Social Media Strategy, Content Creation for Social Media, Social Media Platforms, Social Media Analytics & Tools |
| 3140028 | Content Marketing & Copywriting | Elective - Digital Marketing | 3 | Content Marketing Strategy, Content Creation Process, Storytelling & Visual Content, Copywriting Principles, Content Distribution & Promotion |
| 3140029 | Email Marketing & CRM | Elective - Digital Marketing | 3 | Introduction to Email Marketing, Email List Building, Email Campaign Design, Email Automation & Personalization, CRM Integration & Best Practices |
| 3140030 | Web Analytics & Conversion Rate Optimization (CRO) | Elective - Digital Marketing | 3 | Web Analytics Tools (Google Analytics), Data Measurement & Reporting, CRO Principles, A/B Testing, User Experience (UX) for CRO |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3140020 | Corporate Social Responsibility & Sustainability | Core | 3 | Concept of CSR & Sustainability, Triple Bottom Line Approach, Environmental Sustainability, Social Responsibility & Ethics, Corporate Governance & Reporting |
| 3140031 | Paid Media & Advertising (PPC) | Elective - Digital Marketing | 3 | Introduction to Paid Advertising, Google Ads & Search Advertising, Social Media Advertising (Facebook, Instagram), Display & Video Advertising, Campaign Optimization & Reporting |
| 3140032 | Mobile Marketing & E-commerce | Elective - Digital Marketing | 3 | Mobile Marketing Landscape, Mobile App Marketing, SMS & Push Notification Marketing, E-commerce Platforms, E-commerce Marketing Strategies |
| 3140033 | Affiliate Marketing & Influencer Marketing | Elective - Digital Marketing | 3 | Introduction to Affiliate Marketing, Affiliate Program Management, Influencer Identification & Outreach, Campaign Management & Measurement, Legal & Ethical Considerations |
| 3140034 | Digital Marketing Strategy & Planning | Elective - Digital Marketing | 3 | Developing Digital Marketing Strategy, Digital Marketing Budgeting, Integrated Digital Marketing Campaigns, Performance Measurement, Emerging Trends |
| 3140035 | Marketing Automation & AI in Marketing | Elective - Digital Marketing | 3 | Introduction to Marketing Automation, Marketing Automation Platforms, AI for Personalization & Prediction, Chatbots & Voice Assistants, Future of AI in Marketing |
| 3140021 | Master''''s Thesis / Dissertation / Project | Project | 8 | Research Problem Identification, Literature Review, Methodology & Data Collection, Data Analysis & Interpretation, Report Writing & Presentation |
