JAIPURIA INSTITUTE OF MANAGEMENT, NOIDA

PGDM (G-SM-M); TRIMESTER IV; ACADEMIC YEAR 2020-21

1. Course information
Course Code and title Digital Marketing
Credits 3
Term and Year IV (2020-21)
Course Pre-requisite(s) Fundamentals of Marketing
Course Requirement(s)
Course Schedule (day and time of class) 3 sessions per week
Classroom # (Location)
Course Instructor Prof. Joy Patra
Course Instructor Email joy.patra@jaipuria.ac.in
Course Instructor Phone (Office)
Student Consultation Hours
Office location Second Floor

2. Course Overview
With the increasing access to Internet technologies, more and more business organizations
have started to shift their marketing investments from traditional media and radio/TV to
Internet based initiatives under the banner of digital marketing. Global digital marketing spend
will cross 335.5 billion U.S. dollars by 2020. Nearly 51% of the world’s population is using
internet. Asia alone accounts for nearly 30% of this rapid growth. The nature of digital
marketing is constantly evolving and key issues change rapidly.

The course is divided into six modules. The various module deals with overview of Digital
Marketing, Building Blocks of a Website, Optimizing and Marketing with emphasis on SEO and
SEM, PPC campaigns, Social Media Marketing, Activation Content and Digital marketing
strategies for new and established firms.

The Digital Marketing elective course is intended to help students understand and embrace the
special opportunities offered by the digital marketing world. As digitization permeates every
sphere of business, including government’s interaction with the public, gathering digital
marketing prowessand will enable young marketing managers to make a mark in the present
and future corporate world.

List of Course Learning Outcomes

CLO1. Use (metacognitive)marketing concepts in a digital context(Knowledge)
 CLO2. Differentiate(conceptual) betweendigital marketing activities of businesses (Skill)
CLO3. Create(Metacognitive) an effective digital marketing campaign (Skill)

List of Program Level Outcomes

PLO1: Communicate Effectively
PLO2: Demonstrate the Ability to Work in Teams to Achieve Desired Goals
PLO3: Reflect on business situations applying relevant conceptual frameworks
PLO4: Evaluate different ethical business perspectives.
PLO5: Comprehend sustainability issues
PLO6: Exhibit innovative and creative thinking

3. Mapping Course Learning Outcome with PLOs:

 
PLO 1 PLO 2 PLO3 PLO 4 PLO 5 PLO 6

CLO1 M
CLO2 R
CLO3 R

4. Mapping of CLOs with GAs

GA 1: Self-initiative
GA 2: Deep discipline knowledge
GA 3: Critical thinking and Problem solving
GA 4: Humility, Team-Building and Leadership Skills
GA 5: Open and Clear Communication
GA 6: Ethical competency and sustainable mindset
GA 7: Entrepreneurial and innovative

GA 1 GA 2 GA 3 GA 4 GA 5 GA 6 GA 7

CLO 1 X
CLO 2 X
CLO 3 X X

5. Reference Text and Internet Resources:

References
1. Digital Marketing, Seema Gupta, McGraw Hill Education; First edition 2017
2. Digital Marketing: Cases from India Paperback by RajendraNargundkar, RomiSainy
3. Internet Marketing, Chaffey, Ellis-Chadwick, Johnston, Mayer, 3 rd Edition
4. The Art of Digital Marketing, Ian Dodson, Wiley, 2017
5. Understanding Digital Marketing, Damiyan Ryan, Kogan Page, 4th Edition, 2016

Internet Resources
1. DM Report 2019 - https://wearesocial.com/global-digital-report-2019
2. Tech Trends 2019 - https://www2.deloitte.com/insights/us/en/focus/tech-
trends.html
3. Overdrive Social Media Map - https://www.ovrdrv.com/overdrive-releases-2019-
social-media-map/
4. http://www.businessofapps.com/ads/cpi/ 
5. http://brief.promaxbda.org/article/social-media-case-study-red-bull-stratos  
6. https://business.instagram.com/success/airbnb?locale=en_GB  
7. www. Clickz.com: helps in creating successful Internet marketing campaigns
*Additional resources may also be provided.

6. Assessment Tasks
Assessment Item Description Weightage CLO

Discussion Forum OR Online Discussion Forum to be created and students will be 20 Only
Quiz given marks based on active participation. (it can be on Grading
Moodle, Fb, Twitter, Blog, or WhatsApp Group)
OR
Class Participation Marks shall be generated on the basis of
following things –
1. Your active engagement in lab sessions in class
2. Your creation of Blog & Facebook page and
generating Discussion and Comments on your page
(By the end of the course minimum 500 views
along with minimum 5 posts are required)
Quiz: MCQs or Moodle based two quizzes will be
conducted.

Only
Grading

Case / Campaign Digital Marketing Strategy/ Campaign Analysis 10 2

Analysis
Identify a digital campaign currently run by any brand and
differentiate between the strategy / campaign analysis. It is
a group assignment. Students to choose the Brand /
Organization,and inform the instructor in advance, to avoid
the overlap.

Team Project Team project on Website and Social Media driven 10 3

Marketing Campaignfor one club in the college or own
business or any NGO requiring Digital Marketing services.

Team projectis amajor assignment in this course as it

evaluates team-work and team leadership as well, in
addition to innovative thinking in designing digital
marketing websites. The project is required to be
completed by a team of 6 – 8 students, with one of them
acting as group leader. Each team will represent a
‘consulting organization’ which is bidding for a Website
Requirement and Social Media Marketing project.
Students are required to design and create a base level
website (eg. WIX). Use free and paid methods to promote
their business online through the website (use Facebook
and Google Adwords), FB page, Twitter Handle, You tube
channel and Blog around their business.
The project requires each team to work on and present:

1. Identification of various categories of website users

and their persona development
2. Identifying engagement opportunities with each of
these users in various marketing activities carried out
by the business.
3. Designing journey maps for various categories of users
in order to optimize their ‘interaction experience’
4. Present all the above in a 10 slides and a working
website, FB page/Insta/twitter handle, you tube
channel, and Blog.

Students have to share the link of their website with

faculty and with peers to ensure transparency in its
functioning.

Project Presentation: Each group would be required to give

 *End Term Exam to be considered for AOL

7. Session Plan

S.No M Topic Pedagogy/ readings / Session Learning Outcomes CLO

o cases
d
e
Module I: Introduction to Digital Marketing
1. O -Discussion of Course Outline
-Discussion on Course
Expectations
-Discussion of Assessments
-Digital Marketing Overview
-Differentiating digital from
traditional marketing - Scope and
overview
2. F -Digital Marketing Mix
Online consumer behavior
Paid / Owned / Earned Media
(POEM)
Module II: Building Blocks of a Website and Search Engine Optimization (SEO)
3. O -How SEO works – on page and
off page optimization
4. F Hands-on Session -Designing an
Effective Website
-Creating your website
-Content creation, navigation,
creative
5. O -SEM overview, Display Ads
- Pay per click (PPC)
Online synchronous
Presentation and Class
discussion
Class Activity / Discussion
Introduce the concept of
POEM in the context of Digital
Marketing
Article
Familiarize with WIX (free to
download online tool)
E-book
Student should be able to 1
appreciate the importance of
digital marketing and understand
the common challenges and
advantages over traditional
Marketing and its impact on
Consumer Behavior
Students should be able to 1
understand the 4Ps in the digital
marketing context and correlate
it to types of online consumer
behavior
Students should analyze the best 1
SEO practices/techniques
deployed by organization
Students should be able to apply 3
the learning of the class in
website creation
Students should appreciate the 1
various Display properties

6. F Hands-on Session -
-Building an effective website
-How to make a website on a low
budget
7. O Search Marketing and Keywords
Familiarize with WIX (free to
download online tool)
Hands-on session to
familiarize with (free) online
Ads platform
Students should be able to apply 3
the learning of the class in
website creation
Students should familiarize with 1
Adwords and Keywords

8. F Web Analytics Hands-on session to Appreciate the importance of web 1

familiarize with (free) web Analytics
analytics tool
9. O Guest Session: Class interaction with industry Students should learn from the 2
S.No M Topic Pedagogy/ readings / Session Learning Outcomes CLO
o cases
d
e
Topical Session such as Social guest experience sharing
Media challenges or SEO? SEM,
Fake news / Web Analytics etc.
Module III : Social Media Marketing Tools and eCommerce
10. O -Purpose and benefits of Social Reading Analyze and apply SMM 1,3
Media Marketing (SMM) http://www.socialmediaexami techniques on the chosen Web
ner.com/6-tips-to-improve- project
facebook-posts/

-Facebook Marketing
11. F Campaign caselets : Students should exhibit the 3
Facebook and Instagram https://business.instagram.co understanding of FB as business
Marketing m/success/airbnb? platform and should use them in
locale=en_GB   the project

12. O http://www.socialmediaexami
ner.com/9-linkedin-
-Twitter and Linkedin Marketing marketing-tips/
http://www.socialmediaexami
ner.com/16-twitter-tools-for-
social-media-marketers/
3
Students should exhibit the
understanding of LinkedIn as
business platform and should use
them in the project

13. F Youtube Marketing Youtube Videos Students shall appreciate the 3

Advantages of Youtube marketing
over other Digital formats
14. O Case Study Case on SEO or Analytics or Students should exhibit the 1,2
Social Media or Mobile understanding of concepts and
equivalent apply correctly
15. F Digital Marketing Campaign 1 Project Presentations by Students will demonstrate their 3
student groups and Individual understanding of various Digital
VIVA elements by selecting an online
business built by them
16. O Guest Session: Online Session with Guest Learning the law and ethical 1
Topical session such as : practices in DM
Security & Legal Issues or Data
Privacy etc. GDPR
17. F Digital Marketing Campaign 2 Project Presentations by Students will demonstrate their 3
student groups and Individual understanding of various Digital
VIVA elements by selecting an online
business built by them
18. O Affiliate and Email Marketing Handouts Why affiliate marketing is done 1
by organization to gain
competitive edge, and how email
marketing is used for creating
effective promotions
19. F E-Commerce eCommerce websites such as Students learn about various 2
S.No M Topic Pedagogy/ readings / Session Learning Outcomes CLO
o cases
d
e
Types of eCommerce websites flipkart, tatacliq, etc. ecommerce models ; payment
Features Group Exercise e.gPaytm gateways and filters
Payment Gateways versus PhonePe
Reading :
http://www.wikihow.com/Int
egrate-a-Payment-Gateway-
Into-a-Website
Module IV : Digital Technologies for Competitive Advantage
20. O Latest Technologies - Chatbots, Handouts Students shall understand Latest 1
AI, Machine Learning, Voice technologies being deployed for
based and Image based Search. improving Digital outcomes

Digital Strategies for new and old

Business
Note :Individual Faculty may select topics on which Flipped Videos are going to be shared

8. Institute’s Policy Statements

It is the responsibility of every student to be aware of the requirements for this course, and
understand the specific details included in this document. It is emphasized that this course
requires a significant commitment outside of formal class contact.  The learning tasks in this
course may include classes (lectures or seminars), required reading, the preparation of answers
to set questions, exercises and problems, and self-study. In addition, students may be required
to complete an assignment, test or examination.
LMS-Moodle/Impartus:
LMS-Moodle/Impartus is used to host course resources for all courses. Students can download
lecture, additional reading materials, and tutorial notes to support class participation.
 
Late Submission
Assessment tasks submitted after the due date, without prior approval/arrangement, will be
not be accepted. Requests for extension of time must be made with the faculty and may be
considered based on merits of the case. The decision of the faculty shall be final and binding. 
 

Plagiarism:
Plagiarism is looked at as the presentation of the expressed thought or work of another person
as though it is one's own without properly acknowledging that person.
 
Cases of plagiarism will be dealt with according to Plagiarism Policy of the institute. It is
advisable that students should read student handbook for detailed guidelines. It is also
advisable that students must not allow other students to copy their work and must take care to
safeguard against this happening. In cases of copying, normally all students involved will be
penalised equally; an exception will be if the student can demonstrate the work is their own
and they took reasonable care to safeguard against copying.

9. RUBRICS FOR ASSESSMENT

End Term Exam CLO1 -PLO3( to be considered for AOL Assessment)

PLO3: Apply relevant conceptual frameworks to business situations.

Competencies
Applyknowledge of disciplinary or
interdisciplinary theory and frameworks to
business situations.
Traits/Performance Indicators (PI)
3.1 Gather relevant information and reflect and
comprehend business situations.
3.2 Select and use relevant concepts andframeworks
to business situations.

Traits Below Expectations Meets Expectations Exceeds Expectation

(weightage%) 0-14 15-27 28-40
Gather Relevant Struggles to pinpoint Clearly identifies the Demonstrates a sophisticated
Information (10%) the information information required. understanding of what
needed. Gathers Gathers information from information is needed.
information from one multiple valid and reliable Gathers extensive information
source. Minimal sources. Evidence of from a variety of valid and
evidence of search/selection criteria. reliable sources including
search/selection journals, texts, etc., specific to
criteria. the subject. Clear evidence of
search/selection criteria.
Select and Use Has limited knowledge Selects and uses relevant Selects and uses relevant
Relevant on selecting and using concepts and frameworks. concepts and frameworks.
Concepts and relevant concepts and Requires minimal assistance Needs no assistance in
Frameworks frameworks. Requires in choosing relevant selecting relevant concepts
(90%) extensive assistance in concepts and frameworks. and frameworks.
selecting relevant
concepts and
frameworks.
Case/Campaign Analysis CLO2–PLO6

PLO 6: Exhibit innovative and creative thinking

Competencies
Be able to apply imagination, creative thinking,
and initiative to generate new ideas for the
purpose of addressing needs or solve problems.
Traits/Performance Indicators (PI)
6.1 Define the problems/needs of stakeholders.
6.2 Research stakeholders’ perspectives for the
purpose of incorporating them in the solution.
6.3 Develops solutions distinctive from existing
approaches that are viable and sustainable in the real
world

Rubrics
Criterion Below Expectations
Define the Exhibits limited or surface
problems of level understanding of the
stakeholders problem to be solved.
(30%)
Research Has conducted minimal or
stakeholders’ minimally effective
perspectives for research; stakeholders’
using them in the perspectives may be based
solution (30%) on some unvalidated
assumptions or limited
engagement with them to
be served by the innovation.
Develops The proposed solution is not
distinctive and new or different from a
viable and solution already available;
sustainable the proposed solution does
solution (40%) not respond directly to or is
out of sync the
stakeholders’ needs.
Meets Expectations
Exhibits a clear and
deepening understanding
of the stakeholders needs
and has a sense of how a
solution might meet that
need
Has conducted some
research to develop a
stakeholder model or
pattern and has made
some minor adjustments
to the solution based on
what was learned from
this research.
Solution is an
improvement upon
existing approaches and
demonstrates potential to
have real impact on the
problem. There may be
still be some details to
work out in terms of
developing a prototype or
market test for the
solution.
Exceeds Expectation
Exhibits a deep and
broad understanding of
multiple dimensions of a
problem that needs to
be solved (including
social, behavioural,
economic,
environmental factors);
potential solution is
deeply connected and
responsive to multiple
dimensions of the
identified need.
Has conducted excellent
research to understand
perspectives of multiple
stakeholders, effectively
incorporating them into
the solution and making
significant adjustments
along the way
Solution is
fundamentally
distinctive from existing
approaches. It could be
viably implemented and
sustained in the real
world; idea generates
enthusiasm from
potential stakeholders.
Team Project : CLO3 – PLO2

PLO2: Demonstrate ability to work in teams to achieve desired goals.

Competencies Traits/Performance Indicators (PI)
Be able to participate collaboratively and 2.1 Working with others: Shares with, and supports the
responsibly in teams and contribute positively to efforts of others. Implements the norms of practice
achieve common goals. (e.g. rules, roles, charters, agendas, etc.) of effective
team work to accomplish a goal.
2.2 Contribution: Routinely provides useful ideas when
participating in groups.
2.3 Attitude: Never publicly critical of the work of
others. Always has a positive attitude about the tasks

Rubrics
Traits Below Expectations Meets Expectations Exceeds Expectation
0-7 8-13 14-20
Working with Rarely listens to, shares Usually listens to, shares, Almost always listens to,
others (20%) with, and supports the with, and supports the shares with, and supports the
efforts of others. efforts of others. efforts of others.

Often is not a good team Tries to keep people working

player well together.
Contribution Rarely provides useful Usually provides useful Routinely provides useful
(40%) ideas when participating ideas when participating in a ideas when participating in a
in a group task. group task. group task.

May refuse to A strong group member A leader who contributes a lot

participate who tries hard of effort
Attitude Is often publicly critical Is rarely publicly critical of Is never publicly critical of the
(40%) of the project or the the project or the work of project or the work of others.
work of other members others.
of the group.Is often Always has a positive attitude
negative about the Often has a positive attitude about the task(s)
task(s) about the task(s)

10. Digital Marketing Footnotes :

A. What Should Students Learn :
Key advantages of Digital, How Digital is a great equalizer, possible pitfalls
B. What students are prepared for
GoogleAdwords, Social Media Campaign Launch, SEO
C. What should students become
Digital Marketing and Social Media management roles, DM Client Management roles, Management
Trainee in Digital Marketing Agencies, Corporate Communication roles