MASTER OF BUSINESS ADMINISTRATION

19BC06 DIGITAL MARKETING

3 0 0 3
PRE-REQUISITES: Marketing Management

OBJECTIVES:
 To have insight into the concepts of digital marketing.
 To explicate the technology catalysis in delivering value.
 To provide knowledge online consumer behaviour and concept of cyber branding.
 To enrich the components of a web traffic plan.
 To get knowledge of how organizations can leverage the benefits of social media.

OUTCOMES:
Learners should be able to
 understand the concepts of Digital marketing.
 learn how CRM in a web world works on.
 get the knowledge to evaluate how business drivers play a key role in virtual world.
 apply knowledge on appropriate usage of online tools in online branding.
 overallview about the importance and use the benefits of social media for organizational success.

MODULE I INTRODUCTION AND MARKETING IN THE DIGITAL ERA 9

The virtual world-Changing Marketing Landscape - The internet and business - Online Marketing Domains - The
behavioural Internet - E-Marketing and CRM - Online advertising - Internet and Integrated Marketing
communication - sales and Trade Promotion - Digital Marketing Optimization - The need for digital engagement -
Generation Y - Expectations and Influence -Implications of Digital Change - Online Marketing Mix - Online
consumer - Case studies.

MODULE II CRM AND BUSINESS DRIVERS 18

Customer relationship management in a web world: CRM – Needs – Goals - Benefits – Process - CRM and the
customer Life cycle - electronic customer relationship management - Key CRM Applications - Next generation
CRM - A mobile App and a community - The New Age E-enterprise - Collaborative web and the E-enterprise -
Case studies.
Business drivers in the virtual world :Social Media-Social media model by Mc Kinsey - Marketing with Networks -
Social world - Social Media Analytics - Social Media Tools - The social web - Viral Marketing - Social Duration
and Brands - Inbound Marketing and Co-Creation - Social Media - The Road ahead - Case study.

MODULE III ONLINE BRANDING AND TOOLS 18

Online branding, traffic building and internet marketing metrics :Cyber Branding - The digital brand ecosystem -
Brand, experience - Customer engagement - Brand customer Centricity - Traffic Building: Internet traffic plan -
Search Marketing methods for Traffic building - Traffic volume and quality - Search engine Marketing - Site
optimization - Keyword advertising - Keyword value - Keyword portfolio evaluation - Internet Marketing Metrics -
websites and Internet Marketing - web business Models - E-commerce - Case Study.
Online tools for marketing :Engagement marketing through Content Management - Online campaign management
using Facebook, Twitter, Corporate Blogs - Sentiment Mining - Measuring Campaign effectiveness -Consumer
segmentation, Targeting and Positioning using Online tools - Market influence Analytics in a Digital ecosystem -
The contemporary digital Revolution-Online communities and co-creation -The future of Marketing - Gamification
and Apps - Case studies.
TOTAL: 45
TEXT BOOKS:

Year of
S.No. Author(s) Title of the Book Publisher
Publication
2016
Oxford University Press,2011
1 VandanaAhuja 'Digital Marketing'
Edition

780
MASTER OF BUSINESS ADMINISTRATION

2 Damian Ryan
Understanding Digital
Marketing: Marketing
Strategies for Engaging the Kogan Page, Second Edition 2014
Digital Generation
Paperback – Import

REFERENCE BOOKS:

Year of
S.No. Author(s) Title of the Book Publisher
Publication
Digital Marketing-
Dave Chaffey and Fiona Pearsons Educations
1 Strategy , Implementation 2016
Ellis Chadwick Ltd.,Sixth Edition
and Practice
Digital Marketing Oxford University Press,2011
2 Vandana Ahuja 2015
Paperback Edition
Digital Marketing:
Hanlon Annmarie ,Akins Answers to Your Top 100
3 PHI, 2012
Joanna and Quickwin Digital Marketing
Questions

WEBURLs:
1. www.webmasterindia.com/email_marketing.htm
2. www.benchmarkemail.com
3. www.awwwards.com
4. www.marketingdonut.co.uk
5. www.myemma.com

19BC07 MARKETING RESEARCH

3 0 0 3

PRE-REQUISITES: Marketing Management, Research Methods for Business.

OBJECTIVES:
 To develop a research plan for execution.
 To comprehend and apply effective marketing research techniques to solve day today marketing problems.
 To set up a professional methodology and analytical procedure to scientifically arrive at solutions for
business queries.
 Learn the value of scientific research for problem solving and decision making.
 Present the findings and results for managerial action to gain competitive advantage and stay ahead of
competition.

OUTCOMES:
Learners should be able to
 understand the marketing research process.
 solve the issues encountered while conducting a marketing research study and apply market research for
solving marketing problems.
 conduct a market research in a scientific manner.
 use the results of marketing research effectively for managerial decision making.
 present the findings and results in order to gain competitive advantage in the market a for better growth.

MODULE I INTRODUCTION, RESEARCH PROCESS AND DESIGN 9

Introduction to Marketing Research and Research design - Marketing Research Process - Marketing Decision
making - Marketing research problem - Research questions and hypothesis - Basic research design and types of
research - Exploratory and Conclusive research designs.

781