COURSE OUTLINE

Course Title Digital Marketing-II

Course Code No. of Credits 3
Program PGDM Academic Year 2020-2021
Department Marketing No. of sessions 25
Faculty Muppavarapu Email mchaithanya@ssim.a
Chaithanya c.in

Mobile 91600 54499

Pre-requisite Courses MM-I ,MM-II Co-requisite Courses Digital Marketing-I

Course Type (Core / Elective-major/ Elective-minor/ Elective-sectoral) Sectoral-II
Term (Term I/ Term II/ Term III/ Term IV/ Term V/ Term VI) Term V

Prepared by Muppavarapu Date of circulation 18-12-2020

Chaithanya
Approved by Dr.S.V.Ramana Rao Date of last modification 22.12-2020

COURSE DESCRIPTION

This course aims to develop basic conceptual knowledge and analytical skills of participants in the
area of Social Media Marketing from both a strategic and tactical perspective for branding,
acquiring and retaining customers in this digital era.

COURSE CONTENT (BASED ON SYLLABUS)

Unit 1 Introduction to Social Media Marketing

1.1 Introduction, Evolution, Social Media Zones, Types of Media, Web 2.0, 5th P of Social
Media Marketing, Psychic Income, Characteristics of Social Media Marketer, Careers in
Social Media Marketing

1.2 Digital natives, Digital Identity, Social footprints, Different types of Segmentation

1.3 Social Media Marketing Planning Cycle, Social Media Marketing Plan

Unit 2 Social Community

Creating Social Profile, Social Networking sites, Sharing, Stickiness, Characteristics of
Social Networking sites, Social Networking Fatigue, Social lock-in, Open Source Model,
Marketing tools for Social Community-Paid Media & Earned Media tools, User Generated
Content

Unit 3 Social Publishing

Social Publishing, Content, Types of Content, Channels for Content Distribution–Blogs,
Microblogs, Press Releases, Podcasts, Webinars, Presentations, Photos, Articles,
Newsletters, Videos, White Papers, case studies, e-books etc. Content Value ladder, Social
Publishing Strategies-Social Media Optimization & Search Engine Optimization

Unit 4 Social Entertainment & Social Commerce

4.1 Social games, Game based marketing -Display ads, Static ads & Dynamic ads and

1
 Product Placement in gaming, Advergaming

4.2 Social commerce, Rating, Reviewing, Recommendations, Referrals, Referral tools

marketers can use, Psychology of Social shopping

Unit 5 Social Media Metrics & Future

5.1 Social Media measurement, Qualitative & Quantitative KPI’s (Key Performance
Indicators)

5.2 Future of Social Media marketing

COURSE OUTCOMES (COs)

1. Describe the key terms, definitions and concepts used in Social Media Marketing and its
relation to Digital Marketing (Knowledge)

2. To understand the characteristics of social media and how four zones of social media
impact on firm performance and customer relationship (Knowledge & Comprehension)

3. To evaluate social media strategies used by companies and learn why some marketing
communication strategies succeed but others fail (Evaluation)

4. To develop a social media marketing plan for a Company/Brand/NGO (Application)

TEACHING AND LEARNING ACTIVITIES

During this second part of introduction to Digital Marketing-II, the student is exposed to different
concepts and theories of Social Media and Social Media Channels in Digital marketing. The course
design includes an appropriate mix of lectures, presentations, case discussions and group exercises.

COURSE ASSESSMENT METHODS

Assessment item Weightage Brief description (if any)
Group Assignment (1x 15 marks) 15 Group exercise to learn the effectiveness of
Social Media Marketing in a chosen
Cause /Area
Short quizzes (2 x 20 marks) 10 Short quizzes (Multiple choice answers) as
indicated in the session plan
Mid-term examination 20 Questions with short and medium length
descriptive answers covering concepts and
application.
Term-end examination 50 Questions with short and medium length
descriptive answers, a case study covering
both concepts and application.
Attendance 5
Total 100

Rationale for choosing the above assessment items (if any):

Short quizzes held at the conclusion of different topic promote reading and revision of concepts.
Group activities help in reinforcing the conceptual knowledge through application oriented exercises.
Questions and cases in mid-term and term-end examinations test both concepts and application
abilities. Thus, learning would be promoted through both repetition and reinforcement.

Assessment tool - CO Matrix: (Note: If there ‘n’ quizzes, fill for each quiz separately)
Assessment item Course Outcomes (COs)

2
 1 2 3 4 5
Quiz #1 80 20
Quiz #2 80 20
Group Assignment 20 80
Mid-term examination 40 40 20
Term-end examination 5 5 5 5 80

Evaluation rubrics:
Assessment item Annexure no.
Group Assignment ( Social Media Marketing) II

Program Objectives (POs) - TPS

On successful completion of the program graduate will be able to:

1. Apply knowledge of management theories and practices to solve business problems.

2. Foster Analytical and critical thinking abilities for data-based decision making.
3. Develop Value based Leadership ability.
4. Understand, analyse and communicate global, economic, legal, and ethical aspects of business with
competence and confidence.
5. Lead themselves and others in the achievement of organizational goals, contributing effectively to a
team environment duly upholding human values.
6. Develop the traits and competence to emerge as entrepreneurs.
7. Develop global outlook.

CO - PO Matrix
CO# CO Program Outcomes (POs)
1 2 3 4 5 6 7
CO1 Describe the key terms, definitions 3 2
and concepts used in Social Media
Marketing and its relation to Digital
Marketing (Knowledge)
.
CO2 To understand the characteristics of 3 1 2 1
social media and how four zones of
social media impact on firm
performance and customer
relationship (Knowledge &
Comprehension)
CO3 To evaluate social media strategies 1 3 3 1
used by companies and learn why
some marketing communication
strategies succeed but others fail
(Evaluation)
CO4 To develop a social media 3 1 3 1
marketing plan for a
Company/Brand/NGO
(Application)
.
CO5 To learn how to measure the 2 1 2 1
effectiveness of a social media
campaign using appropriate metrics

3
 for tracking campaign performance
(Evaluation)
3: High relevance 2: Medium relevance 1: Low relevance

ESSENTIAL & SUGGESTED READINGS

Essential readings:

1. Social Media Marketing – Michael R Solomon & Tracy Tuten – Sage Publishing (Textbook)

2. Social Media Marketing – A Strategic Approach – Melissa Barker, Donald Barker et.al
-Cengage Learning (Reference)

Useful websites for tracking current industry trends include:

TechCrunch: http://www.techcrunch.com
Mashable: http://www.mashable.com
Groundswell blog: http://blogs.forrester.com/groundswell
Fastcompany: http://www.fastcompany.com
Social samosa http://www.socialsamosa.com/
Social Bakers http://www.socialbakers.com/
Forrester http://www.forrester.com/rb/research
Hubspot https://blog.hubspot.com/marketing
SM Hoax Slayer http://smhoaxslayer.com/
 http://blog.sumall.com/journal/10-powerful-social-media-infographics-resources-
build-following.html
 http://www.rediff.com/getahead/report/career-9-social-media-mistakes-job-seekers-
must-avoid/20170814.htm
 https://economictimes.indiatimes.com/small-biz/marketing-branding/marketing/free-
digital-marketing-tools-for-smes-and-startups/articleshow/57093385.cms
 https://blog.hubspot.com/marketing/100k-on-facebook-ads?
utm_campaign=Marketing%20Blog%20Weekly%20Email
%20Sends&utm_source=hs_email&utm_medium=email&utm_content=53663595

STUDENT FEEDBACK

At the end of this course, students are required to provide feedback on the following items:

1. Faculty comes well prepared with the necessary inputs to the classroom.
2. I received satisfactory explanations for my queries/doubts from the faculty.
3. I could easily approach the faculty in his/her office for any help or clarification.
4. I received helpful and timely feedback on my performance and progress throughout the trimester.
5. Every student got a fair opportunity to display his/her points of view in the class.
6. Classroom atmosphere created by the faculty was conducive to learning.
7. Internal Marks were awarded to me fairly and impartially.
8. I understand all the topics taught in the course.
9. I can relate the concepts to the applications in the corporate world.

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10. Discussions facilitated in the class are subject-focused with minimal deviations.
11. I learnt additional concepts more than what are included in the syllabus.

Above feedback needs to be provided online at https://ssim.winnou.net

ADDITIONAL INFORMATION (IF ANY)

Finally, continuous learning and continuous evaluation go hand-in-hand in this course. The goal is to
provide continuous feedback on the student’s performance, thus giving him/her an opportunity for
reflection and self-correction.

Advance preparation for the class is a must in this course. It is expected that the student will attend the
class only after thoroughly reading the prescribed reading material, which, to be fair, will be limited to
a reasonable number of pages per day/ session. Then, class room engagement would be primarily to
clarify issues/ concerns and to build capabilities. Students must clearly note that class attendance is
not a substitute for advance preparation and self-learning.

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 Annexure I
LESSON PLAN

Session Topic Activity Pre-Reads

• Introduction about the
subject.
• Understanding the
expectations of the students “United breaks
Guitar” Video
• Setting the expectations
from the students
1 “Social Media
• Familiarization of the Song” Video
students with i) course
objectives ii) pedagogical
methods iii) session plans,
ii) evaluation plans, and iv)
grading method

Unit 1: Introduction to Social

Media Marketing
Introduction, Evolution, Social Lecture &
Media Zones, Types of Media, Discussion
Web 2.0, 5th P of Social Media
Text Book Page No 4-
2 Marketing, Psychic Income,
24
Characteristics of Social Media
Marketer, Careers in Social Media
Marketing
Digital natives, Digital Identity, Lecture & Text BookPage No 61
3 Social footprints, Different types Discussion to 83
of Segmentation
Lecture &
Discussion
Social Media Marketing Planning
Text BookPage No 31-
4 Cycle, Social Media Marketing
35
Plan

Lecture & Text BookPage No36-

5 Social Media Marketing Plan
Discussion 46
Lecture & Text BookPage No 47-
6 Social Media Marketing Plan
Discussion 54
Presentation & Case: Nestle Kitkat
7 Case study Discussion gives a Rich break to
Social Media users!
Unit 2: Social Community
Creating Social Profile, Sharing, Lecture &
Text Book Page
8 Stickiness, Characteristics of Discussion
No109-116
Social Networking sites
Lecture & Text Book Page
9 Social Networking sites
Discussion No116-119

6
 Social Networking Fatigue, Social Lecture &
lock-in, Open Source Model, Discussion
Marketing tools for Social Text Book Page
10
community-Paid Media & Earned No120-123
Media tools, User Generated
Content
11 Glossary Test 1
Presentation & Case:How @Trident
12 Case Study Discussion Hotels started the first
Social Hotel in India?
Unit 3: Social Publishing
Social Publishing, Content, Types Lecture &
of Content, Channels for Content Discussion
Text BookPage No128
13 Distribution–Blogs,Microblogs,
to 138
Press Releases,Podcasts,Webinars,
Presentations, Photos, Articles
Newsletters, Videos, White Lecture & Text BookPage No138
14
Papers, case studies, e-books etc. Discussion to 142
Content Value ladder, Social Lecture &
Publishing Strategies-Social Discussion Text BookPage No 142
15
Media Optimization & Search to 148
Engine Optimization
Presentation & Case: How MaggiIndia
Discussion enticed users to share
selfies with
16 Case Study
#HealthyIsEnjoyable

Unit 4: Social Entertainment &

Social Commerce
Social games, Game based Lecture &
Text BookPage No
17 marketing -Display ads, Static ads Discussion
155-158
& Dynamic ads
Product Placement in gaming, Lecture & Text BookPage No
18
Advergaming Discussion 159-163
Social commerce, Rating, Lecture & Text BookPage No
19
Reviewing Discussion 174-180
Recommendations,Referrals, Lecture &
Text BookPage No
20 Referral tools marketers can use, Discussion
181-188
Psychology of Social shopping
Presentation &
21 Glossary Test 2
Discussion
Unit 5: Social Media Metrics &
Future
Qualitative KPI’s for Social Media Lecture & Text BookPage No
22
measurement, Discussion 213-220
Quantitative KPI’s for Social Lecture & Text BookPage No
23
Media Measurement Discussion 221-229
24 Future of Social Media marketing Lecture & Text BookPage No 159

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 Discussion
Discussions on Learnings from
Presentations &
25 Group Assignment & Revision of
Discussion
Concepts

Annexure II

Group Assignment

 This is a Group assignment. There would be 5 students in each group

 Each group is allowed to start a Facebook page. They will have to select a social
awareness campaign that they wish to promote.
 From that point of time, the entire group will have to focus on building the popularity
of their Facebook page by promoting it with various innovative methods like
engaging the Facebook page likes, hosting new content and conducting online and
offline activities.
 The table below gives the parameters under which the group would be evaluated.
 The students have to submit a report of the entire activities of the groups and their
learning from the group project.
Marks – 1 Social Cause chosen – Innovative or not, what are the reasons for
picking up that particular cause.
Marks – 1 No of likes garnered on the Facebook page – minimum 500 likes.
Crossing 1000 likes will entail a bonus mark and crossing 2000 likes
will entail one more bonus mark
Marks – 1 No of posts/video/pictures material uploaded, minimum 30 posts
over the tri-semester
Marks – 1 Innovations used in setting up of the FB page, navigation and other
attractiveness, links etc
Marks – 1 No of comments received - 50
Marks – 1 Quality of the comments received and response given to the comments
Marks – 1 Total number of people engaged by each post
Marks – 1 Events organized offline (promoted through FB page) – minimum one
event
Marks – 1 Additional FB likes garnered from the events – minimum 25 from
each event
Marks – 1 Getting a Sponsor who will be on the FB page
Total – 10 marks

The written report would be evaluated for 5.0 Marks. It would be evaluated on the following
Concepts – 1M Bringing out the Practices used in the Comments &
campaign – 2 M Learning- 2 M