Level PhD

L T P/ FW/S TOTAL
Course Title: Advanced Digital Marketing
S W CREDIT
Course Code: PHDM902
UNITS
Credit Units:4
Level: 2 0 0 4 4

Course Objectives:
The objectives of the course are to get participants introduced to modern trends and practices in digital marketing development and to prepare them
to work on their own research related to digital marketing application. It exposes participants to the main issues in digital marketing strategy and
helps them critically evaluate both fundamental ideas and more recent developments.
At the end of the course participants will be able to think critically about the development, implementation and effects of certain digital marketing
strategies in business. There is an expectation that participants will develop an own research topic which derives from the topics covered

Prerequisites:
 Basic Knowledge of computers, understanding of internet domains and business domain.

Student Learning Outcomes:

This program is designed to provide students with the skills that will help them understand and manage these digital marketing tactics as per the integrated
strategies.

Eventually, students can tackle their business & marketing problems with a better hold to:

Develop a multi-channel strategy that delivers on your marketing objectives

• Create online brand building initiatives that work
• Drive change and foster innovation within your organisation
• Integrate new digital marketing techniques into your strategic marketing plan.
Course Contents / Syllabus:
1 Module I Introduction 20% Weightage
Digital marketing and its role, scope, a review of key channel, The impact of
digital marketing on businesses, How significant is digital marketing?,
Differences and similarities between digital marketing and traditional
marketing communications
Understanding the Digital Customer : Sources of data on the digital customer
(HitWise, comScore demos), Using surveys, Observational research - click-
tracking, heat-mapping and more, Third-party data sources,Site centric
systems.

2 Module II Digital Marketing Campaign 20% Weightage

Planning an integrated digital marketing campaign: Writing the digital
marketing plan - key approaches and elements, Different forms of digital
marketing planning, Developing return on investment models (LTV, RFM
etc), Measuring digital marketing - key tools and metrics
Principles of website design: customer experience and usability, Alternative
approaches to website design, Usability and accessibility

3 Module III Planning and managing website development 20% Weightage

The project plan - key elements to be included, Web technologies - CMS,
XHMTL, CSS, mash-ups, XML feeds, AJAX etc., video streaming and rich
media, Wireframes - testing and implementing website designs, Budgeting
for web projects

4 Module IV : Recent trends in Digital Marketing 20% Weightage

Search Engine Marketing, E-Mail Marketing, Display Advertising, Mobile
Marketing, Online PR and Social Media Marketing, Affiliate marketing

5 Module V Controlling and optimizing digital marketing campaign: 20% Weightage

Things affecting digital marketing performance, Web analytics - what are the
options and their respective benefits?, Key digital marketing metrics - from
objectives to analysis, Using results to optimize and personalize
 communication, Real-time optimization and behavioral targeting.

Pedagogy for Course Delivery:

 Lectures
 Google Analytics
 Company Analytics
 Group Projects
 Blogs Designing

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

100% - 100%
Theory Assessment (L&T):
Continuous Assessment/Internal Assessment

Components End Term

(Drop down) Examination
Mid-Term Project(Google Viva Attendance
Exam Analytics of
their own
created blog or
project)

Weightage (%)
10% 10% 5% 5% 70%

Text & References:

Recommended Text
 Understanding Digital Marketing –Damian Ryan and Calvin Jones
Suggested Readings
 Ash, T, Ginty, M & Page, R (2012), Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, Sybex, 2nd ed., ISBN
978-0470610121
 Clifton, B (2012), Advanced Web Metrics with Google Analytics, Sybex, ISBN 978-1118168448
 Handley, A & Chapman, CC (2012), Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars and More, Wiley, ISBN 978-
1118232606
 Kanter, B & Delahaye Paine, K (2012), Measuring the Networked Nonprofit: Using Data to Change the World, Jossey-Bass, ISBN 978-1118137604
 Kaushik, A (2009), Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity, Sybex, ISBN 978-0470529393
 Kerpen, D (2011), Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (and
Other Social Networks) , McGraw Hill, ISBN 978-0071762342

Research Paper and URL’s

 A Comparative Study on Marketing Mix Models for Digital Products : KanLiang Wang, Yuan Wang, JingTao Yao
 From Marketing Mix to E-Marketing Mix: a Literature, Overview and Classification, Gandolfo Dominici
 http://www.experian.com/hitwise/index.html
 http://www.comscore.com/
 http://faculty-staff.ou.edu/K/Michael.L.Kent-1/PDFs/Kent_Carr_Pop_Analytics.pdf