Course of Content.
Faculty of Management Studies
Course code: MKT 562 Full marks: 100
Course title: Digital Marketing Practicum Pass marks: 60
Nature of the course: Practical Credit hours: 1.0
Year 1, Trimester II Total hours: 12
Program: MBA/MBA (Global Business)
Level: Master
1. Course Description
Digital Marketing Practicum is an applied, hands-on course designed to give students realworld experience in planning, executing, and analysing digital marketing campaigns.
Through practical projects and industry-standard tools, students will apply data driven
marketing decisions and explore a range of marketing automation tools. The course
emphasizes a results-driven approach, allowing students to work with actual clients or
simulated business environments to develop and implement digital marketing plans.
Students will also learn how to track and measure campaign performance using metrics like
conversions, ROI, and engagement. By the end of the course, students will be equipped with
the skills and knowledge needed to succeed in a fast-evolving digital marketing landscape.
This course is ideal for students looking to gain practical experience and build a portfolio of
digital marketing projects while mastering cutting-edge marketing techniques.
2. General Objectives
The general objectives of this course are:
To help students understand the digital marketing strategies for business.
To develop skills in students to use advanced tools to make data driven marketing
decisions.
To develop students’ competencies in synthesizing and applying the full spectrum of
digital marketing concepts, tools, and strategies learned throughout the practicum to
develop a cohesive and data-driven marketing project.
3. Contents in Detail
The trimester system regulations of Pokhara University for master’s level programs under the Faculty of Management Studies (FMS) grant autonomy to faculty members in developing course details and preparing teaching plans. Faculty members are empowered to adapt and modify course content to align with market needs and contextual demands, provided that the core objectives and major components of the course remain intact. The suggested course
contents are as follows:
Module 1: Advanced Digital Marketing Strategies (3 Hours)
This module will integrate digital marketing within the overall business strategy, supplemented
by successful case studies, and gain a thorough understanding of how to define a target audience
and buyer persona effectively through practical application of proven methods.
Lab Activity:
Develop a comprehensive digital marketing strategy for a hypothetical or real-world business,
including SWOT analysis, target audience definition, and campaign objectives.
Module 2: Data-Driven Marketing (3 Hours)
This module will apply data to drive marketing decisions using advanced tools such as Google
Analytics and SEMrush, mastering attribution modeling and ROI calculations to maximize the
effectiveness of your campaigns.
Lab Activities:
Conduct in-depth analysis using provided datasets with tools such as Google Analytics.
Design and implement a data-driven marketing campaign based on analytical findings.
Module 3: Digital Marketing Automation and Tools (3 Hours)
This module will explore a range of marketing automation tools, including HubSpot and
Marketo, to understand their functionalities and benefits. Learn how to set up and manage
automated marketing campaigns, with a focus on enhancing personalization and segmentation to
better meet customer needs.
Lab Activities:
Gain hands-on experience with marketing automation platforms (HubSpot, Marketo, or
similar).
Develop automated email campaigns and lead nurturing workflows.
Module 4: Capstone Project and Presentation (3 Hours)
This module will apply the learned skills in either a real-world scenario or a simulated
environment to implement, analyze, and present a digital marketing campaign.
Lab Activities:
Implement a digital marketing campaign for a real-world client or a simulated business.
Perform data analysis and report on the campaign’s performance.
Present the campaign results and strategic recommendations.
Note: The figures in the parentheses indicate the approximate teaching hours for the respective units.
4. Methods of Instruction
Interactive sessions, workshops, simulation exercises, role plays, real case analysis, selfassessments, feedback and coaching.
5. Evaluation System and Students’ Responsibilities
5.1 Evaluation System
Both internal and external evaluations will be based on session’s attendance and
participation and the evaluation of faculty on assessments, role playing exercises, case
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study analysis, simulation exercises and project works. The faculty will provide final
grades of the students. Thus, there will be no trimester end examination and all
evaluations will be conducted continuously throughout the semester.
5.2 Students’ Responsibilities
Each student must secure at least 60 percent marks in the evaluation with 80 percent
attendance in the class/sessions to pass the course. Students are advised to attend all the
sessions and complete all the given works within the specified time period. If a student
does not attend the sessions, it is his/her sole responsibility to cover the topic(s) taught
during the period. If a student fails to deliver on the evaluation components, there won’t
be any provision for a re-consideration.
6. Suggested Text Books and References
The instructors are free to choose the tools available and achieve the objective of Digital
Marketing Practicum for Master level.