RIPHAH INTERNATIONAL COLLEGE

Associate Degree Program

Course Title : Digital Marketing
Course Number :
Credit Hours :3
Course Pre-requisite : Basic Understanding of Computer Operations
Course Duration : 16 weeks

Course Description:

Digital Marketing Course is designed to educate in the area of Digital Marketing analytics and make
them ready for jobs or prepare them to launch a campaign for their organizations. It aims at
covering the essential marketing and advertising concepts, revisit the fundamental
statistical tools for analysis and prediction along with in-depth knowledge of online
marketing and analytical tools.

Course Objectives:
This course will help students to:

 Develop digital advertising campaigns.

 Develop a successful marketing strategy to position a brand and maintain its reputation.
 Build, optimize and analyze Pay Per Click (Google Ads and Bing Ads) and Facebook
campaigns.

Educational Methodology to be used:

1. Interactive Lecture
2. Group Discussion
3. Presentation
4. Lab work
Assignments / Projects Criterion:
a. Submission on time
b. Free of spelling and grammatical errors
c. Appropriate length
d. Appropriate presentation (font type and size, margin, stapled)
e. Identical or partially identical assignments / projects will get a Zero in the assignment.
The repetition of such kind may lead to an “F” grade in the course
f. Plagiarism of any sort will not be tolerated

General Classroom Norms:

Class attendance is mandatory. You may miss up to 25% (8 out of 32 sessions) class sessions but
save it for emergency only. In case you exceed this level, you will be withdrawn from the course. As
a courtesy to the instructor and other students, be prepared to arrive at class and be in your seat on
time. In addition, please note that each class lasts for 90 minutes (1.5 Hours).
Also keep in mind some general rules in the class as given below:
 Cell phones should be powered off.
 Eatables are not allowed in the class.
 The teacher will not tolerate any disruptive behavior in the class.
 The University Dress Code has to be observed, no warnings will be given, and violators will
be asked politely to leave the class and consequently will be marked absent.

Participation:
Students are required to attend all classes and read all the assigned material in advance of class
(although not necessarily with perfect comprehension). Advanced preparation and class participation
are crucial for proper conceptual understanding. During discussion sessions, the instructor generally
keeps track of the insightful and useful comments students make. (Irrelevant and Unproductive
contribution is not rewarded)

Grade Distribution:
Evaluation Type Percentage (%)
Quizzes 5
Assignments 10
Presentation (Case study) 10
Mid Term 30
Final Term 40
Class Participation 5
Total Points 100

Technology / Equipment / Models / Physical Support:

1. Multimedia
2. White Board
3. Movies
4. Audio Visual Lab
5. Websites

Note:
Instructors are required to conduct schedule at least 1 out of 2 classes every week in the computer lab
for the student’s hands on experience.
 Course Contents:
Week Contents Activities
1  An Introduction to Digital Marketing Assignment 1
o Start with the Customer and Work Backward
o What Are the 3i Principles?

2-3 Quiz 1
 Search Engine Optimization (week 3)
o An Introduction
o Search Engine Result Pages: Positioning
o Search Behavior
o Stage 1: Goals
o Stage 2: On-Page Optimization
o Stage 3: Off-Page Optimization
o Stage 4: Analyze

4  Pay Per Click

o An Intxroduction
o Stage 1: Goals
o Stage 2: Setup
o Stage 3: Manage
o Stage 4: Analyze

5-6 Assignment 2
 Digital Display Advertising (week 5)
o An Introduction
o Display Advertising: An Industry Overview
o Stage 1: Define
o Stage 2: Format
o Stage 3: Configure
o Stage 4: Analyze

7-8  Email Marketing Quiz 2

o An Introduction (week 7)
o Stage 1: Data—Email Marketing Process
o Stage 2: Design and Content
o Stage 3: Delivery
o Stage 4: Discovery

9
MID TERM
10-11-12  Social Media Marketing Quiz 3
o An Introduction
o Stage 1: Goals
o Stage 2: Channels
o Stage 3: Implementation
o Stage 4: Analyze

13-14  Mobile Marketing Quiz 4

o An Introduction
o Stage 1: Opportunity
o Stage 2: Optimize
o Stage 3: Advertise
o Stage 4: Analyze

15  Analytics Assignment 3
 Strategy and Planning
16  Case Studies Assignment 4

17  Presentations
18 FINAL Term