SUBJECT NAME Inbound Marketing

SUBJECT CODE
SUBJECT CREDITS 3
This course is an introduction to Inbound Marketing: A business
methodology that attracts customers by creating valuable content and
experiences tailored to them. Inbound Marketing principles are based
SUMMARY/ on creating value for the buyers and building lasting relationships with
OVERVIEW
consumers, prospects and customers. It emphasizes on providing
valuable information that attract, engage and delight at any stage in
the buyer's journey.

After going through this course , the students shall be able to:
● Craft inbound marketing strategies
● Identify and create personas
AIMS ● Build cluster pages and pillar pages with right content and
appropriate keywords
● Develop strong social media strategy
● Aligning Marketing with Sales

CORE LEARNING OUTCOMES

LEARNING OUTCOMES ASSESSMENT CRITERIA

SL.
On completion of this unit To achieve the learning outcome you must
NO
you should be able to: demonstrate the ability to:

Distinguish between the Identify basic issues in keyword building and

1 concepts: value chain and developing PPC ads
virtual value chain

Understand how search Explain why marketers find it necessary to engage in

2 engine works and what is social media marketing
search engine algorithm

Define SEM, SEO and PPC
3
Learn about inbound
4 marketing techniques
Develop understanding of core
5 tactics of inbound marketing
Identify metrics that can be used to measure the
success of social media marketing campaigns
Implement content marketing strategy
Generate story, brand and marketing ideas for
products/services
 Advance skills as an inbound Create a vision for your marketing actions, how to
6 marketer send the right content for lead nurturing contacts

The teaching methods will consist of formal lectures, case study analysis,
practical exercises and discussion groups. Experts and practitioners may
be invited to participate in the course as guest lecturers.
Students will work on their own to identify and assess social media/
content marketing opportunities, and then to refine these ideas to apply
APPROACH TO in marketing scenarios. The inbound marketing plan project will
combine all these other skills within the framework of enhancing their
LEARNING
social media/content marketing skills. This will develop the skills of the
students to implement their inbound marketing skills to sustain in a
competitive environment.
As is appropriate at Masters’ level, students will also be expected to read
beyond texts assigned, and to identify on their own further sources of
information for complementing their studies.

Participants will develop a social media/content marketing plan and

ASSESSMENT present it with a view to gain the resources required for its
STRATEGY implementation. They will be also assessed based on their domain
knowledge through surprise quizzes and class discussions.
ASSESSMENT DESCRIPTION OF WEIGHT DURATION AND MARKS
NO
METHOD ASSESSMENT METHOD % OF EXAMINATION)
1 CS Coursera Course 10 Certification
2 CP Capstone Project 40 Throughout the course
Semester
3 End Written 50 3 hours and 100 marks
Examinatio Examination
n

Text Book No. of

TOPIC
Chapters Sessions
The Digital Value Chain
Digital
Learning 1
Strategic Value Chain concepts; Creating a Digital Value Chain;
Material
Enabling Value Chain technologies.
Digital Business Models and Strategies
Digital
Learning 1
Understanding design of digital models; The digital value
Material
proposition; Evolution of digital value creation models
 Search Marketing - SEO & PPC
Digital
Learning The world of search and search engine marketing; Paid search, 1
Material Specialty search; The relationship between search and social
media; Optimising the search results
Social Media Marketing
Digital
Learning 1
The explosion of social networks; Business use of social media
Material
marketing; Developing a social media strategy
Inbound Marketing Fundamentals

Digital Buyers today are more empowered. Buyers have information

Learning readily available to them by simply doing a quick search on their 1
Material mobile phone. As technology has changed and will continue to
change, buying behavior will continue to change. Learn how your
marketing can adapt and evolve to match buying behaviors.
Planning a Long-Term Content Strategy

A long-term plan will help you identify and organize all the
future initiatives and campaigns where content will need to be
Digital created. Developing your plan will help you create content more
Learning easily and on a consistent basis. In this lesson, you’ll learn how to 1
Material create realistic goals for your audience (also known as buyer
personas), perform an audit to identify content needs and gaps
to build a helpful, relevant journey for your personas, and create
your content compass by mapping out your content creation
roadmap.
Creating a Blog Post

When people first started blogging, they wrote personal

Digital accounts sharing their lives or their travels. And while people
Learning still do this today, blogging has evolved into a much more 1
Material valuable content medium. Today, blogging is an effective way to
regularly publish and promote new content related to your
business and industry. In this lesson, you’ll learn how to create
an optimized blog post.
Creating Topic Clusters and Pillar Pages
Digital
Learning Content marketers are constantly battling for the attention of
1
Material their audience. But with all the content being published online,
search engines like Google are being forced to better organize
and showcase the content they think would be helpful to the
 searcher. All this change brings opportunity for content
marketers to be found and, more importantly, found by their
ideal audience.
Understanding Social Media Promotion

Developing a strong social media strategy is key to successfully

Digital engaging customers and promoting your business. Your
Learning customers and prospects are already using social media and
1
Material might even be using it to talk about your company or your
products — positively or negatively. Creating a promotion plan
that takes advantage of social and digital technologies will help
you shape the conversation, build loyalty, and attract new
customers and partners.
Developing a Conversational Growth Strategy
Digital
Learning Marketers have conversations to build relationships every day.
1
In this lesson, you'll explore the fundamentals of conversations
Material
and how they can help you not just market but grow your
business is key to reaching and delighting your online audience.
Understanding Conversion Strategy

Conversions can act as health checks that let you know if your
marketing, promotional, lead nurturing, or conversational
Digital marketing strategies are working as well as expected. You want
Learning to make sure each conversion is being recorded and that this 1
Material information is being used to inform your efforts moving forward.
Knowing when and where to look to conversions for insight as
well as how to implement effective conversion paths and
calculate conversion rates is key to the continued optimization of
your inbound marketing strategy.
Understanding Lead Nurturing

Understanding the fundamentals of lead nurturing will help you

build long-lasting relationships with your customers. The
Digital purpose of a lead nurturing strategy is to help your company
Learning create meaningful relationships with people at any point in their
1
journey with you. And the first step is to understand the buyer's
Material
journey and the types of content you need to offer in each stage.
In this lesson, you’ll learn how to create a vision for your
marketing actions, how to send the right content to your
contacts, and how to set the foundation for long-lasting,
successful relationships.
 Aligning Your Marketing With Sales

It’s important to understand that a marketer’s role doesn’t end

Digital after converting a lead. Marketing plays an integral role in
Learning helping engage and close leads. It takes a lot to turn a lead into a 1
Material customer: multiple interactions on multiple channels, good
third-party coverage and reviews, a solid sales team, and much
more. Take the time and learn how to build a sales enablement
strategy that has a significant, measurable impact on the process.
Applying a Customer Marketing Approach

Digital With today’s empowered buyer, you need to be in the mindset

Learning that your best marketing channel is actually going to be your
1
existing customers and when your customers succeed, it’s your
Material
best predictor for business growth. Your customers will help
prove your brand values. Learn how to better listen, serve, and
follow up with your customers.

Recommended Resources
Essential Textbook
Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers by Brian
Halligan & Dharmesh Shah

Reference Books

Inbound Marketing and SEO: Insights from the Moz Blog P by Rand Fishkin and Thomas
Høgenhaven
Recommended Journals:

● Journal of Research in Interactive Marketing

● Search Engine Journal
● Applied Marketing Analytics
● International Journal of Online Marketing (IJOM)
● Journal of the Academy of Marketing Science volume
● International Journal of Internet Marketing and Advertising

Useful research resources on internet:

● https://academy.hubspot.com/courses/inbound
● https://moz.com/learn/seo

Other websites:

● Inbound.org
● https://contentmarketinginstitute.com/blog/
● https://contentmarketinginstitute.com/education/white-paper-library/