Program Revision – MS Marketing

Presented by Dr. Asghar Ali – Assistant Professor

Department of Marketing
Program Objectives
1. The program fosters innovation and ethical leadership, emphasizing scalable solutions, consumer-centric
approaches, and global best practices. Graduates emerge as agile professionals capable of leading teams,
launching digital ventures, and delivering ROI-focused results across industries.
2. With a strong foundation in research, technology, and strategic thinking, they are prepared to tackle
evolving market challenges while upholding ethical and inclusive marketing standards.
3. The MS in Marketing program prepares marketing leaders to excel in the digital marketing landscape.
Combining advanced analytics, consumer behavior insights, and cutting-edge technologies.
4. The curriculum equips students to develop high-impact marketing strategies, optimize campaigns, and
drive measurable business growth. Through hands-on learning—including AI-driven tools, automation
platforms, and real-world projects—participants master skills in marketing analytics, digital
transformation, and cross-functional collaboration.
Rational for Revision
• To facilitate the transition from theoretical knowledge to practical application
• To standardize all MS programs’ roadmaps across the school.
• To expand elective choices for students
Comparison of Roadmap
Program Structure Existing MS Marketing Revised MS Marketing

Total Courses 10 (2 Years) 10 (2 Years)

(Program duration)
A. Core Courses 4(12) 2 fixed+3 flexi= 5(15)

B. Specialization 4(12) 3(9)

Courses
Specialization I, II III & IV Specialization I, II & III
C- Thesis / Thesis/project or 2 Thesis/project or 2 Elective course (6 Cr)
Project/Elective I, II Specialization course (6 Cr)

Total Credit Hours A+B+C=30 A+B+C=30

 Previous Roadmap Revised Roadmap
Semester 1 Semester 1

Course Credit Course Credit

Course Title Course Title
Code Hours Code Hours

Statistical Analysis for Data Analytics (core)

QM610 Management Research 3 QM725 (Course Code & Title 3
(core) Revised)

Research Methodology Research Methodology

QM620 3 QM720 3
(core) (core)

Strategic Marketing MK785 Strategic Marketing (core) 3

MK585 3
(core)
 Previous Roadmap Revised Roadmap
Semester 2 Semester 2

Course Credit Course Credit

Course Title Course Title
Code Hours Code Hours

Advanced Consumer Advance Consumer

MK619 3 MK719 3
Behavior (core) Behaviour (core)

600 MK730 Digital Marketing (core) 3

Elective I 3
Level

600 700
Elective II 3 Specialization Course I 3
Level Level
 Previous Roadmap Revised Roadmap
Semester 3 Semester 3

Course Credit Course Credit

Course Title Course Title
Code Hours Code Hours

600 level Elective III 3 700 Level Specialization II 3

600 level Elective IIV 3 700 Level Specialization III 3

 Previous Roadmap Revised Roadmap
Semester 4 Semester 4

Course Credit Course Credit

Course Title Course Title
Code Hours Code Hours

MK799
MK699 Thesis/or 2 Courses 6 (Thesis
Thesis/or 2 Courses 6
Code
Revived)
List of Specialization Courses with codes
No. Course Code Course Title Credit Hours
1 MKT768 Social Media Analytics 3

2 MK754 Digital Venture Creation 3

3 MKT754 Neuromarketing 3

4 MKT769 Marketing Analytics 3

5 QM769 Business Analytics and Strategy 3

6 MK752 Brand Management 3

7 MK790 Design thinking and innovation 3

8 MK791 Integrated Marketing 3

Communication
 Revised PEOs for MS Marketing
PEO1 To develop visionary marketing leaders and practitioners capable of driving organizational
success through data-driven strategies, AI analytics and digital transformation.

To optimize organizational growth through integrated marketing systems that align cross-
PEO2 functional teams, operational workflows, innovations and technology stacks for scalable
performance.

To create consumer-centric solutions through advanced behavioral analysis and

PE03 psychological insights.

To champion ethical marketing excellence in global contexts while addressing data privacy
PEO4 and cross-cultural challenges.
 Revised program learning outcomes (PLOs)
PLO1 1.Develop and execute comprehensive marketing strategies that integrate data analytics,
consumer insights, and emerging technologies.
Demonstrate mastery of advanced marketing tools (e.g., AI analytics, automation platforms)
PLO2 to optimize campaigns and workflows
Design and implement innovative solutions for marketing challenges by demonstrating
PL03 creativity and adaptability
Evaluate and improve organizational growth through cross-functional collaboration and
PLO4 latest integrated marketing systems
PLO5
Advocate ethical marketing practices and CSR activities in business environments.
PEOs with Supporting PLOs and Alignment Rationale
PEOs PLOs Alignment Rationale
PEO1: To develop visionary marketing leaders PLO1, - PLOs 1-3 equip graduates with the technical
and practitioners capable of driving PLO2 and strategic skills needed to lead digital
organizational success through data-driven and transformation in marketing through data-
strategies, AI analytics and digital PLO3 driven strategies, AI tools, and innovative
transformation. solutions.
PEO2: To optimize organizational growth PLO2 PLOs 2 and 4 focus on integrating technology
through integrated marketing systems that and and cross-functional systems to enhance
align cross-functional teams, operational PLO4 marketing workflows and drive scalable
workflows, innovations and technology stacks organizational growth.
for scalable performance.
PEO3: To create consumer-centric solutions PLO1 PLOs 1 and 3 emphasize leveraging consumer
through advanced behavioral analysis and and insights and creativity to develop tailored,
psychological insights. PLO3 behaviorally informed marketing solutions.
PEO4: To champion ethical marketing PLO5 directly prepares graduates to uphold
excellence in global contexts while addressing PLO5 ethical standards and address global
data privacy and cross-cultural challenges. marketing challenges with a focus on
corporate social responsibility.
Thank You