Basic Information

Faculty Shahriar Amin

Office Hour Friday 9.30 am -12.30 pm
Contact Details Shahriar.amin.21@gmail.com
Course Pre-requisites MBA 502
Department offering the course ULAB School of Business (USB)
Course Title Digital Marketing
Course Code MKT 513/MKT 605 Credit 3 Term Spring
Number of Lectures 13 Number of Tutorials Number of Practical Total 13

Course Details

1. Course Description
The course is designed for the students to acquire both conceptual and applied knowledge of digital transformation and digital marketing, with particular focus on

Social Media marketing to create a complete and modern 21st century marketer.

2. Intended learning outcomes of the course (ILOs)

Tools & Concepts of Digital Transformation & Digital Marketing
KNOWLEDGE

Social Media Marketing

Search Engine Optimization (SEO)

Ability to understand communication campaign in digital media

SKILLS

Content marketing skills

Create Omnichannel strategy and campaign

Confidence on understanding and developing communication plan

ATTITUDE

Ability to create digital marketing solutions

Course Outline | Page 1 of 4

3. Contents
Sl. No. Topic Number of Sessions
1 What is Digital, Types of Digital Marketing, Myths, Misconceptions and Latest Trends in 2
Digital
2 Digital vs Traditional – 10 Reasons that make Digital better (Targeting, Efficiency, Real 1
Time Tracking, Level of Customization etc)
Project 1/Assignment: Research and insight on changing media habits due to digital
proliferation
3 Social Media Marketing (Types of Social Media, Role of Social Media, Influencer 2
Marketing, Affiliate Marketing, Creating a social media campaign)
Project/Assignment 2: The latest local and global trends in Influencer Marketing
4 Content Marketing pyramid (What is Content, 3 Principle Types of Content, Role and 2
importance of Content Marketing) and SEO, Google Analytics, Importance of Data
Science
Project/Assignment 3: Analysis of last years contents of key local and global brands
5 Understanding Digital Transformation 2
(Design Sprint, Agile methodology, Minimum Viable Product, Customer Journey, Buyer
Persona and Business Model Canvas)
Project/Assignment 4: Creating a Business Model Canvas for a new product
6 How to create a digital marketing campaign from scratch (Critical evaluation of local and 2
global Digital marketing campaign
Project 5/Presentation: Creating a Omnichannel campaign from scratch for a new
innovation
7 Mid-Term & Final 2
Total 13
4. Teaching & Learning Method
It will be a combination of class lectures, case studies, individual projects, group project and field studies.

5. A. Assessment Schedule

Assessment 1 Individual presentations on Media Habits, Business Model Session 3,5,8,9

Canvas, Content Marketing and Influencer Marketing
Assessment 2 Group presentation on creating an Omichannel (Digital + Session 12
Traditional combined) communication campaign
Assessment 3 Mid-term Session 7
Assessment 4 Final Session 13

B. Weights of Assessments
Assessments %
20
Mid-term Examination
30
Final Term Examination
5
Attendance and Class Participation
20
Group Assignment and Presentation
Course Outline | Page 2 of 4
 25
Individual Assignments & Quiz

Other types of examination

100
Total

C. Grading Policy
A relative or bell-curve grading system will be followed, so that the majority will receive a middle grade, and only a few will get

A/A-, or F. The course teacher will assign mark ranges to each letter grade, taking into account the assessment components and

assigned weights, difficulty level, average academic ability of the class, etc.

6. List of References
Course Notes Course note is key and will be the basis of exams and learning

Essential Books (Text Books) 1. Marketing 4.0: Moving from Traditional to Digital: Philip Kotler, Hermawan Kartajaya,
Iwan Setiawan

1. Ogilvy on Advertising: David Ogilvy

2. Zero to One: Peter Thiel
3. Digital Marketing Strategy: An Integrated Approach to Online Marketing: Simon
Kingsnorth
Recommended Reference Books 4. Growth hacker marketing: Ryan Halliday
5. Fall of advertising and the Rise of PR: Al Ries & Laura Ries
6. Good Strategy/Bad Strategy: The Difference and Why It Matters: Richard P.
Rumelt
7. The Art of Social Media : Guy Kawasaki

Periodicals 8. Mckinsey Quarterly & Harvard Business Review

Online Resources 9. www.socialmediaexaminer.com; www.contentmarketinginstitute.com

Facilities Required for Teaching and Learning

Projector, Whiteboard, Internet access from classroom computer, Audio/Visual equipment.\

Course Policies and Procedures
Class attendance: Regular attendances of classes are mandatory and students will be assigned F automatically if
he/she misses 6 consecutive classes.

Late submission of work: Late submission will be followed by penalty, please maintain deadlines.

Unfair means /plagiarism: Plagiarism will not be dealt with severe penalty. Original work is encouraged

as they will carry value marks.

................................................................................................. .....................................................................................
Course Coordinator/ Teacher ............

Date: Head of the Department

Course Outline | Page 3 of 4
Date:

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