(IBM-2017, MBA-2017)

(Fall, 2019)

(Digital Marketing)

(Course Code)

(Name of the Instructor: Dr. Janardan Krishna Yadav)

Contact Details (jkyadav@jgu.edu.in, +91-9306752788)

INTRODUCTION TO THE COURSE

This the age of internet and traditional marketing practices of advertising and distribution are not so effective as they
used to be. It may not be an exaggeration that we say traditional marketing is obsolete--almost. Even if we say that a
good blend of digital and conventional marketing is needed in which digital platform is having upper hand. I find my
students quite tech savvy these days, and I peer learning in action in my class it is going to be a great learning
experience.

COURSE OBJECTIVES

In this course students are going to learn about various online platforms and tools available for a business to leverage
upon e.g. Facebook, twitter and other forms of social media advertising, YouTube ads, Google AdX, search engine
optimization, data mining and data based advertising, crowd sourcing to kick start a good business idea and a way out
to generate initial funds etc. Along with issues of privacy, copyright and new age cybercrimes in this digital world, these
issues become very much relevant as the non-owned media may pose a serious risk to the image of the company
altogether as well and it is not just the advantages of popular public media outlets.

By the end of the course one would be able to:

 Choose the better mix of digital channels for advertising their product or business idea
 Evaluate the actual outcomes of the advertising spending
 Create innovative and interactive content to appeal different segments of the potential customers
 Understand various challenges of advertising through non-owned media

LEARNING GOALS

In addition to the specific course related objectives, this course is designed to achieve the following learning goals
 1. Critical and Integrative thinking: Each student will be able to identify key issues related to advertisement and
digital channels available for various business settings and will be able to develop a perspective that is
supported with relevant information and integrative thinking, to draw and assess conclusions through
classroom discussions. This learning goal will be measured through assignments and submissions
2. Awareness of Global Issues affecting digital advertising related decisions: Each student will be able to identify
key relevant global issues and be able to analyze he impact of the global environment on digital content of
the advertising, as compared with domestic market related management issues. This learning goal will be
assessed through class discussion on culture specific, universally accepted sensitive content in digital media
as well as data theft and data security and ethical ways to use consumer data.
3. Interpersonal Awareness and Working in Teams: Each student shall demonstrate an ability to work effectively
in a team, exhibiting behavior that reflects an understanding of the importance of individual roles and tasks
and the ability to manage conflict and compromise so that team goals are achieved. Student teams will have
to analyze relevant business cases reflecting analytical and critical thinking as well as supposed to provide
creative marketing solutions.
4. Effective Presentation Skill: Each student shall be able to communicate verbally in an organized, clear,
persuasive manner and be a responsive listener. Meaningful class participation will carry a corresponding
weightage in aggregated evaluative score for student performance.

TEACHING METHOD

The course will have a mix of lectures, short videos and cases. The onus of learning will be with the student and the
instructor will be a facilitator, the students are encouraged to bring in their meaningful conclusions based on the case
analysis. Instead of learning ‘what to do’, the cases will also be used as examples of rea world phenomenon where a
particular issue or set of issues arises and good and bad practices are seen. The key to learning this way is to see
many examples and many situations and learning inductively from the different experiences of student managers.

Some relevant research articles will also be provided in addition to the textbook, the students are supposed to read
them carefully, the instructor will help the students to understand the basis of various present day models as they
appear in the textbook.

TEAMS AND TEAMWORK

You will be informed about your team members and you should prepare cases for class discussion. You will have 2-3
members in your team. At the end of the term, each team member will be asked to grade other member’s participation
in the course work (P2P Review). The final grade may be adjusted downward by 25% if a person on a team has not
pulled his/her weight.
ATTENDANCE POLICY

Attendance to all the sessions is as per the university rules (minimum 75% excluding all leaves). The following
instances will also be treated as absence unless prior permission is taken

 Attending only part of the session, either entering or leaving during the break
 Arriving in class after the session is scheduled to begin
 Failing to display the name card

GRADING

The course grade will be determined on the basis of

Evaluation Weightage Nature Explanation

Item
Written 10 % Individual The assignment will be in the form of a term paper.
Assignments
Class 5% Individual The students are supposed to actively contribute the class
Participation discussions.
Class Quiz 20% Individual MCQs and short answer questions
Project Work 15% Group Digital Marketing Campaign Designing
End Term 50% Individual End term exam pattern will be announced in class on a later date

PROJECT (TEAM BASED)

The project will be based on a business entity (business entity / partners to be decided) and will focus on marketing
strategy using digital tools. The groups will have to choose a distinct business segment to enrich the collective learning
of the class. The detailed guidelines about the project will be given at a later stage but the students can choose a topic
from the list of topics given below:
 The rise of online advertising companies
 Digital marketing and customer awareness
 Various analytical studies on the Search Engine Optimization strategies.
 Analytical study of the Search engine marketing strategy
 The impact of Social media marketing on customer satisfaction and brand building
 Digital marketing or Traditional marketing?
 The rise of e-commerce and the online shopping generation
 Detailed research and study of the competitor analysis tools
 A research study on influencer marketing and its impact on the upcoming generation
 The expansion of the mobile app industry using digital marketing
 Changing behavioral patterns and buying habits of the customers
 The impact of content optimization and keyword research on SEO in recent times
 Digital marketing for the healthcare industry
 Digital marketing for the automobile industry
 Impact of digital marketing on a small-scale industry
  A detailed analysis of Facebook marketing and its impact on consumer buying behavior
 Digital marketing impact on the hospitality industry
 The future scope of Digital Marketing
 Evolution of the business models in accordance with the heavy digitalization
 Governance of the Digital ways of marketing
 Online marketing – boon or bane to the society
 Artificial intelligence and its impact on digital marketing
 Impact of Voice search technology on digital marketing strategies
 The emerging field of digital marketing and its strategies
 A detailed analysis of Affiliate marketing
 Content marketing for the future
 A futuristic take on digital marketing
 Research-based study on the various search engines and their dynamically changing algorithms
 Defining the relationship between Crawlers and SEO
 Security and privacy concerns of the proliferating world of online marketing
 Impact of digital marketing on the job markets of India

* The students may need to collect some primary information regarding the business from the business representatives.
** The groups will be decided during the first two sessions

DELIVERABLES

The students are expected to present the project work either as a term-paper or in the form of executive summary. The
intention of the students is to continuously explore information related to digital marketing domain that will help in
putting the theories into perspective.

There will be a strict policy for plagiarism in all the assignments as well as group project reports submitted, what is
plagiarism and how the reports will be evaluated for that will be specifically discussed in class during first week of the
course. Each team will turn in a maximum ten-page report (1.5 spaced, 12 point font, Ariel Narrow; exhibits extra) and
submit electronically on or before the mutually decided date. This project report submissions are only in MSWORD
format. Students are not permitted to copy from websites, and they will be penalized if found copying/lifting from the
website (There will be a plagiarism check). However, they can quote the source and accession at the end of the text.
Maximum permissible words will be 50 words in a sentence on continuous basis.

All word documents should be in standard report formats with required headings to make for easy reading. They should
be as per the above guidelines and on an A4 paper with 1-inch default margin. In general appendices and tables do
not count towards the page limit. Please use the tables and appendices in the report; to make it easy for the reader
and evaluator both.

TEXTBOOK, COURSE PACKAGE AND OTHER READINGS

The required textbook for the course is Digital Marketing by Seema Gupta, ISBN- 9789387067608. Chapters from this
book are assigned as required readings in the class schedule below- I will assume that you have done those readings
when you come to the class. The lectures will take the book material as a starting point and probe deeper into the
issues- it will not regurgitate the book material. If something in the book is not clear to you, please don’t hesitate to ask.

Cases and any other reading material assigned for reading will be provided to you in a course pack and will be uploaded
in the e-learning platform. In addition the students are advised to download/read online eMarketing by Rob Stokes,
And the minds of Quirk for further information about the subject.

CLASS SCHEDULE

Session No-1 & 2 Introduction to the world of Digital Marketing

Objective of the session At the end of this session you will learn
 What is digital marketing
 Role of digital marketing in business
 Differences between traditional and digital marketing
 Various conceptual frameworks
 Internet behaviors of various users
Readings Chapter 1
Pedagogy Lecture/ class discussion

Session No-3 & 4 Search Engine Advertising & Optimization

Objective of the session At the end of this session you will learn
 Importance of display advertising
 Plan and execute a display advertising strategy
 Buying models in advertising
Readings Chapter 2 & 10
Readings TBD
Pedagogy Lecture/ class discussion

Session No- 5 & 6 Social Media Marketing & Facebook Marketing

Objective of the session At the end of this session you will learn about
 Key components of social media strategy
 Plan & Execute a social media strategy step by step
 Evaluate the effectiveness of social media strategy
Readings Chapter 4 & 5
Readings TBD
Pedagogy Lecture/ class discussion

Session No-7 Quiz 1 & Discussion on Social Media Advertising

Objective of the session Class Quiz to assess the learning of the students. Continuation of the previous lecture
and class debate on various social media strategies and their effectiveness.

Readings Chapter 5 and Quiz Syllabus

Readings TBD
Pedagogy Lecture/ class discussion

Session No-8 & 9 LinkedIn, Twitter, Instagram & Snapchat Advertising

Objective of the session At the end of this session you will learn
 Why visibility is necessary on various social media platforms
 How to leverage upon these channels?
 What to do differently in case of Insta, Snapchat, Twitter and LinkedIn?
Readings Chapter 6 ,7 & 8
Readings TBD
Pedagogy Lecture/ class discussion

Session No- 10 &12 Mobile Marketing, Quiz 2

Objective of the session At the end of this session you will learn
 Importance of mobile marketing
 Why apps for everything?
 How to engage customers through mobile?
  Mobile marketing campaigns and tracking their progress
Readings Chapter 9
Readings TBD
Case Title/ Number
Pedagogy Lecture/ class discussion

Session No-13 & 14 Web Analytics

Objective of the session At the end of this session you will learn about
 Importance of web analytics
 Google analytics
Readings Chapter 11
Readings TBD
Case Title/ Number
Pedagogy Lecture/ class discussion

Session No-15 Revision of the concepts & Doubt Clearance

Objective of the session At the end of this session you will get a quick overview of the concepts discussed in the
course
Readings Open to students
Pedagogy Class discussion

DELIVERY DEADLINES FOR PROJECTS/ASSIGNMENTS

1. The assignments based on additional readings are to be submitted within a week from the date of issue
2. The final project report is to be submitted by 15th November 2019.

CLASS PARTICIPATION

The students are expected to be professional in class which requires them to:
1. Attend the class. In case you are absent, it’s your responsibility to get information from your classmates.
2. Active participation in the class. Students are supposed to ask thoughtful and relevant question to contribute
to class discussions & volunteering answers to questions. Fresh ideas are welcome if coming from relevant
media sources like magazines and web portals.