DIGITAL MARKETING: CURRENT TRENDS IN INDIA

The rapidly emerging digitalization in economy is challenging the relevance of existing marketing practices and a radical design of the marketing curriculum consistent with the emerging student and business needs of the 21st century is required to remain relevant to our students and to the ultimate consumers of our output business, the curriculum of marketing must evolve with both the changing technological environment and the way marketing is perceived by its own academic architects after an overview of recent marketing trends his article describe the need for a fundamental change in the teaching of marketing in today’s environment performs a curriculum audit of existing digital marketing initiatives and then details of a ideal curriculum reflective of marketing in a digital age and an approach to make it effective. The approach explored here provides other universities target to serve as one measure of progress towards a curriculum more in tune with the emerging digital environment