T.A.

PAI MANAGEMENT INSTITUTE (TAPMI), MANIPAL

DIGITAL MARKETING

Programme: PGDM
Batch: 2019-2021
Term: 4
Course Name: Digital Marketing – MKT 6005
Credits: 2 (20 Hours)
Course Instructors: Prof. Srinivasa Reddy (Core)

PART 1
INTRODUCTION:

Digital marketing is the process of creating shareholder value by capitalizing on the

opportunities offered by the internet and its associated technologies. Marketing experts are
using the tools of the internet to both identify new customers as well as maintain a
relationship with the existing customers. As customers of today use the Internet to take a
bulk of their purchase decisions without interacting with the selling organization. Business
enterprises need to adapt to the new reality of

 Customer with choice, knowledge and buying power

 Fiercely competitive markets
 Breaking down of entry and exit barriers

This course will cover digital marketing and advertising channels to focus on the strategies for
successful planning and analysis.

COURSE OBJECTIVES (CO)

The objectives of this course are:

1. To expose the students to different types of business models used by online marketers.
2. To develop understanding of consumer behaviour in the online environment by the application
of web analytics and online marketing research.
3. To provide knowledge and understanding of a large number of state-of-the art digital marketing
techniques and tools required to promote over the Internet

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 COURSE LEARNING OUTCOMES (CLO)
At the end of the course, students should be able to:
CLO 1: Identify the role of critical digital marketing strategies in developing sustainable competitive
advantages for Internet marketers. (PLG 3)
CLO 2: Understand, analyse, and interpret advanced digital marketing tools and techniques like
search engine optimization, search engine marketing, search advertising, display advertising,
web analytics, mobile marketing, and email marketing. (PLG 1)
CLO 3: Understand how to conduct market research on the Internet and get insights about
the behavior of online consumers. (PLG 2)

COURSE CONTENT
 Strategy and models of the virtual (i.e., digital) world
 Online consumer behaviour
 Online marketing research
 Search engine optimization
 Search advertising
 Display advertising
 Social media marketing
 Web analytics
 Mobile and email marketing

PRESCRIBED TEXT BOOK

Gupta, Seema (2018), Digital Marketing McGraw Hill Education

https://www.redandyellow.co.za/content/uploads/woocommerce_uploads/2017/10/emarketi
ng_textbook_download.pdf

OTHER READINGS AND REFERENCES:

a) Pre and post reads for each session will be provided on moodle /email.
b) Coursera course – “ Digital Media and Marketing strategies” – University of Ilinois.

POLICY ON PLAGIARISM:

2
 Any plagiarism found in assignment submission, will be penalized by 50% of the total
assignment marks.

ASSESSMENT SCHEME AND WEIGHTAGE:

a) MID-TERM & END-TERM

Weightage Duration Open / Closed

Evaluation CLO Tested
(%) (Minutes) Book

End-Term 40 120 Closed CLO 1

b) OTHER EVALUATIONS

Unit of
S.No. Evaluation Item* Weightage Time CLO
Evaluation
1 Class Participation Individual 10% All sessions −
Sessions where case discussions
2 Case Submission Team 15% −
conducted

3 Surprise Quiz Individual 20% Surprise CLO 2 & CLO 3

4 Project Team 15% Digital Marketing Plan 14th session CLO 2

PART 2: SESSION PLAN

Text
Sessio
Major Topic Pedagogy Reading (Pre-Read) Chapter
n
readings

Covered in Course course

1 Online Market space- Online Course “Digital Media and Marketing Chapter 1
strategies” University of Illinois”

Business
Lecture and Discussion models on
Strategy and models of the the web
2-3 Discussion
virtual world Harvard
Case Discussion Case:
Amazon,
3
 Apple,
Facebook,
and Google
2018
Text
Sessio
Major Topic Pedagogy Reading (Pre-Read) Chapter
n
readings
Online consumer behaviour-
Online consumers’ decision
making, consumer segments, The Power of Consumer Stories in Text Book:
4 Discussion
user experience, online B2B and Digital Marketing Chapter 1
B2C behavior, database
marketing
Search Engine Optimization:
• How Search Engine works. Covered in Course course
5 • SEM components. Online session “Digital Media and Marketing Chapter 2,3
• PPC advertising with Google strategies” University of Illinois”
ad words.
Harvard case
Search Engine Optimization:
Online
• SEO success factors (On-Page Chapter
6 Marketing at  
and Off-Page Techniques). 3,10
Big Skinny –
• Google analytics
Case
Content Marketing
7 Developing valuable content Discussion Guide to content marketing ROI
Content strategy  
Display Advertising
Inside The Macedonian Fake-
8 • Real time bidding Discussion Chapter 2
News Complex
• Executing display advertising

Display Advertising
9 Discussion Chapter 2
Video and other rich media  

E- Mail Marketing:
• Types of E- Mail Marketing
• Email Automation.
https://www.digitalistmag.com/cio-
• Lead Generation. Material
knowledge/2018/12/20/want-to-
10 • Integrating Email with Social Discussion given by
increase-b2b-sales-become-more-
Media and Mobile. amazon-like-06195309 faculty
• Digital Marketing for B2B
Measuring and maximising
email campaign effectiveness

4
 Online Reputation
Management:
Harvard case
• Combining digital and
Managing
traditional media. The Power of Consumer Stories in Chapter
11 Online
• Power of Social Media. Digital Marketing 5,6,7,8
Reviews with
• Monitoring SM.
Trip Advisor
Proactive and reactive
reputation management

Text
Sessio
Major Topic Pedagogy Reading (Pre-Read) Chapter
n
readings

Social Media Marketing: How Starbucks uses Pinterest,

• Social Media Channels. Facebook,
• Facebook, Twitter, Linkedin, Twitter and Google+
Instagram, other Soc. Media Can You Measure the
Chapter
12 channels. Discussion ROI of Your Social
5,6,7,8
• Leveraging Social media for Media Marketing?
brand conversations and buzz.
Successful /benchmark Social Trapped in the Data-Sharing
media campaigns. Dilemma

Increasing the ROI of Social Media

Social Media Marketing: Marketing
Harvard case
• Promoting/advertising brand Cracking the Mobile Advertising
Dove- Chapter
13 in Social media. Code
Evolution of a 5,6,7,8
• Social Media Feedback.
brand- Case
Measuring Social media impact. Discussions on digital: The mobile
present and future
B2B digital marketing
14 Branding Discussion Will be provided during session 13
Marketing automation  
Mobile Marketing:
• Mobile Inventory/channels. Harvard case
Cracking the Mobile Advertising
• Location based; Context Bank of
Code
15 based; Coupons and offers, America- Chapter 9
Discussions on digital: The mobile
Mobile Apps, Mobile Mobile
present and future
Commerce, SMS Campaigns. Banking Case
Profiling and targeting.
Deriving Value From
Conversations About
Creating a Digital Marketing Lecture and
16-17 Your Brand
Strategy presentations
10 Principles of Modern
Marketing

5
 Web Analytics Definitions
Chapter 11
Discussion & https://www.kaushik.net/avinash/
Web Analytics and Channel
18-19 in class Tracking Practical
Attribution Strategies Case
activity KPI’s with Web
Submission
Analytics

Course review
20 Emerging technologies and Discussion  
platforms  

*All the pre-read and post-read articles will be uploaded in Moodle or emailed.

*Course faculty will detail the discussion structure for his sections.

PLG MAPPING FOR THE COURSE

Addressed CLO No.
PLG Program Level Learning Goal by Course?
(Yes / No)

Application of Fundamentals
PLG1 Traits: Demonstrate application of functional / conceptual knowledge to Yes CLO 2
business situations

Problem Identification and Solution

PLG2 Traits: Demonstrate ability to identify a problem, critically assess various Yes CLO 3
alternatives and suggest appropriate solution

Integrative Thinking

PLG3 Traits: Demonstrate ability to identify inter-linkages among functional Yes CLO 1
areas within an enterprise and assess the impact of external
environment on its performance

Effective Communication
PLG4 No NA
Traits: Demonstrate proficiency in Oral and Written Communication
Ethical Responsibility
PLG5 Traits: Demonstrate awareness and assess impact of ethical behavior on No NA
business

Leadership
PLG6 Traits: Demonstrate capability to take leadership role in a business No NA
situation

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 PART 3: SUPPLEMENTARY INFORMATION
Reference Book:

1. Richard Gay, Alan Charlesworth and Rita Esen (2013), Online Marketing- a customer led approach,
Oxford University Press, New York.
2. Maity, Moutusy (2017), Internet Marketing: A Practical Approach in the Indian Context, Oxford
University Press (ISBN: 9780199469550)

Faculty: ___________________________ Endorsed by : _____________________

Signature & Date: ___________________ Signature & Date: ______________________