Faculty of Business Administration

Course Outline

1. Course Code and General Information

Course Code TBA
Course Title Digital Marketing
Credit Hours 03
Pre-requisite Marketing Management
Program MBA
Semester Fall 2021

2. Instructor and contact information

Faculty Name Muhammad Ahsan Siddiqui
Contact Number +923323292025
Email Address ahsan.siddiqui@iqra.edu.pk
Office Number
Office Hours Tuesday, Wednesday & Friday 8:30 AM – 6:30 PM

3. Program Learning Outcomes

Critical Thinking and Decision Making
PLO1: Illustrate critical thinking skills in solving complex business problems in a local and
global environment
Leadership Skills
PLO2: Exhibit leadership skills in executing projects in complex business environment
Communication Skills
PLO3: Communicate professionally through oral and written means by using appropriate
technology
Experiential Learning
PLO4: Demonstrate business knowledge through practical assignment by working in a real
environment
Ethics and Values
PLO5: Apply ethical principles and show commitment towards sustainable development goals

4. Course Description
Digital Marketing is an exciting new area of marketing practice that includes online listening
and monitoring, search engine optimization, search ads, email marketing, and participating in
social media. This course will provide students new insights and help them understand the
concepts and frameworks of digital marketing. Students will become familiar with the digital
tools and technologies relevant to marketing, and will learn to develop strategies, identify data
sources for performance tracking of digital marketing activities. Discussions will cover the

Course Outline IQRA UNIVERSITY (IU) Page 1 of 9

concept and principles of value-based IMC, impact of communication on buying behavior, the
role of promotional activities and tools and their influence on behavior, as well as the
importance of creativity, consistency and effective resource allocations. Case studies will form
an essential part of the pedagogy and the basis of “real-life-experience” based discussions on
the subject.

5. Course Objectives
This course has been designed keeping the following objectives in mind:
1. To prepare students for future roles in digital marketing and as such to familiarize students with
the key marketing issues in the developing field of electronic marketing studies and practice.
2. To ensure that as marketing managers, students are adept at integrating effective and efficient
digital strategies into traditional marketing planning.
3. To improve students’ ability to understand, analyze, and apply current research and trends in digital
marketing

6. Course Learning Outcomes (CLO)

After the completion of this course students will be able to:
1. Understand the working of digital marketing by integrating concepts with practical application,
inducing the critical thinking and analysis skills.
2. To work in teams with an objective to contribute, manage, and lead complex projects.
3. To develop active learning skills and effective communication skills using both face to face as
well as digital communication media.
4. Critically evaluate the existing problems of digital marketing that are being faced by leading
practitioners at the local and international levels.
5. Know the ethical practices required for long-term sustainability with respect to digital
marketing.

7. Teaching and Assessment

Code CLO Teaching Strategies Course Assessment
Methods
1 Critical Thinking and Decision Making
CLO1.1 Understand the working of Lecture Examination
digital marketing by integrating Reading material Assignment
concepts with practical Case Studies
application, inducing the critical Group Discussion
thinking and analysis skills.
2 Leadership Skills
CLO2.1 To work in teams with an Reading Assignments Project
objective to contribute, manage, Case Studies
and lead complex projects. Group Discussion
3 Communication Skills
CLO3.1 To develop active learning skills Lecture Examination
and effective communication Group Discussion Presentation
skills using both face to face as Project
well as digital communication
media.

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4 Experiential Learning
CLO4.1 Critically evaluate the existing Case Studies Project
problems of digital marketing
that are being faced by leading
practitioners at the local and
international levels.
5 Ethics and Values
CLO5.1 Know the ethical practices Lecture Examination
required for long-term Reading Assignments
sustainability with respect to Case Studies
digital marketing.

8. Alignment of Course Learning Outcomes with Program Learning Outcomes

S No. Course Learning Outcomes (CLO) Program Learning Outcomes (PLO)
1 CLO 1.1 PLO 1

2 CLO 2.1 PLO 2

3 CLO 3.1 PLO 3

4 CLO 4.1 PLO 4

5 CLO 5.1 PLO 5

9. Course Contents
Session Topic Recommended Readings
1 Understanding Digital Marketing—
The Fundamentals of Digital Marketing Basics and Actions
https://www.researchgate.net/publicatio
n/312190728_Understanding_Digital_M
arketing-Basics_and_Actions
https://mailchimp.com/marketing-
glossary/digital-marketing/

2 Developing a Digital Marketing Strategy Analysis of digital marketing and

Understanding the Digital Consumer. branding for the purpose of
understanding the consumers in
Digital Media Planning digital age

https://www.o8.agency/blog/what-
digital-marketing-strategy-and-how-
create-one

https://www.researchgate.net/publicatio

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3 Developing the Consumer Journey
Optimizing the Website: Experience and
Content
4 Social Media Platforms
Building Engagement and
Personalization
(Paid Marketing – Facebook Ads)
5 Digital Trends
6 Understanding Web and Digital
Marketing Analytics
7 Marketing communications using digital
media channels
8 Midterm Examination
9 Search Engine Optimization SEO
Course Outline IQRA UNIVERSITY (IU)
n/304918952_Analyisis_of_digital_mar
keting_and_branding_for_the_purpose_
of_understanding_the_consumers_in_di
gital_age
e-Conomy SEA 2020: Resilient and
racing ahead — What marketers need
to know about this year's digital
shifts.
https://www.thinkwithgoogle.com/intl/e
n-apac/consumer-insights/consumer-
journey/e-conomy-sea-2020-resilient-
and-racing-ahead-what-marketers-need-
to-know-about-this-years-digital-shifts/
Social media and consumer
engagement: A review and research
agenda
https://www.researchgate.net/publicatio
n/309655043_Social_media_and_consu
mer_engagement_A_review_and_resear
ch_agenda
https://www.facebook.com/business
https://business.instagram.com/
https://www.facebook.com/about/ads\
https://business.instagram.com/advertisi
ng/
DIGITAL 2020: PAKISTAN | Google
trends
https://datareportal.com/reports/digital-
2020-pakistan
https://trends.google.com.pk/trends/?
geo=PK
The use of Web analytics for digital
marketing performance measurement
| Google Analytics Academy
https://www.sciencedirect.com/science/a
rticle/abs/pii/S001985011500139X
https://analytics.google.com/analytics/ac
ademy/
Marketing communications in the
digital age
https://www.researchgate.net/publicatio
n/337737760_Marketing_communicatio
ns_in_the_digital_age
SEO 101
Page 4 of 9
 https://moz.com/beginners-guide-to-
seo/why-search-engine-marketing-is-
necessary
10 Google Ads / PPC / YouTube Ads YouTube Ads | YouTube content
creator
https://www.youtube.com/ads/
https://creatoracademy.youtube.com/pag
e/home
Google Digital Garage
https://learndigital.withgoogle.com/digitalg
arage/courses

11 Introduction to CRM TBA

 Email Marketing
 Web/App Notifications
 SMS Marketing
 ChatBots/Broadcast

12 Twitter and LinkedIn Twitter Marketing

https://marketing.twitter.com/en
https://business.twitter.com/en/advertisi
ng.html

LinkedIn Marketing Solutions

https://business.linkedin.com/marketing-
solutions
13 Affiliate Marketing, Mobile App TBA
Marketing and Content Marketing
14 Developing a Digital Advertising A Simple Guide to Marketing ROI
Campaign, ROI on Digital Advertising [Formula & Examples]
Campaign https://blog.hubspot.com/marketing/mea
sure-content-marketing-roi
15 Project / Presentation
16 Final Examination

10. Schedule of Assessment Tasks for Students During the Semester

S. No. Course Assessment Method Week Due Percent of Total Assessment
1 Quizzes 5, 12 10%
2 Midterm Examination 8 25%
3 Project 15 15%
4 Presentations (Cases/Articles) / (3,4,6,9,10,12) 10%
Certification
5 Final Examination 16 40%

11. Grading Policy

‘A’ Grade 88 and above

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‘B+’ Grade 81-87
‘B’ Grade 74-80
‘C+’ Grade 67-73
‘C’ Grade 60-66
‘F’ Grade Below 60
12.
13. Text Book(s)
1. Linda Coles - Marketing with Social Media_ 10 Easy Steps to Success for Business
2. Digital Marketing: Strategy, Implementation and Practice, Chaffey, Sixth Edition

14. Reference Books & Learning Material

 E-Book on: “Understanding digital marketing: marketing strategies for engaging the digital
generation”. By Damian Ryan and Calvin Jones
 E-Book: Big Book of Digital Marketing: Volume 2: 2016. Ignition One and Net-mining

15. Code of Conduct

 Follow the University attendance policy.
 Observe the class schedule.
 Keep cell phone off during the class.
 Submit assignments as per requirements.
 Maintain a disciplined, and respectful attitude towards the teacher and fellow students.
 Abstain from any form of plagiarism.

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Final project
25 marks

You need to create a Full-Flash digital marketing plan for an eCommerce/ Business/ Marketing
Agency/ Educational/Health website and the requirements are as below:
Business Strategy
Keyword Research
Identify the audience (age, affinities, interest and demographics)
SEO Plan of two pages website (content/url/title/tags and keywords)
Media Planning & Buying Structure / Budgeting and Planning
Ads Type, Formats and Ad Copies
Affiliate and Content Marketing (influences/blogs)

OR

You need to create a Facebook Page, Instagram business account and a YouTube channel of your
business / service, startup. First do the planning that which type of content you will be requiring
for creating the awareness, branding, engagement and lead generation of your business / startup
with the audience and how you will be creating that content within the limited resources, you
need to publish the content on all three platforms for seven days, it’s up to you that you want to
keep one post per day or more. After one week you need to evaluate the analytics report from all
three platforms and write the interpretation in the form of a report which you will have to upload
on Blackboard.
Or
You can create a Facebook Page, Instagram business account and a YouTube channel as a
content creator and create content regarding your passion like singing, cooking, food critic, tech
reviewer, fashion, music, game reviewing, motivational speaking etc. First do the planning that
which type of content you will be requiring for creating the awareness, branding and engagement
with the audience and how you will be creating that content within the limited resources. You
need to publish the content on all three platforms for seven days, it’s up to you that you want to
keep one post per day or more. After one week you need to evaluate the analytics report from all
three platforms and write the interpretation in the form of a report which you will have to upload
on Blackboard.

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 Outstanding Very Good Satisfactory
Digital Advertising campaign =5 good =3 = 1 or 2
=4
1. Strategy / Content development
(Marks 10)
1. Content publishing
(Marks 05)
1. Analytics report interpretation. 
(Marks 10)

Total marks
Evaluator comments

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 Courses PLOs
PLO-1 PLO-2 PLO-3 PLO-4 PLO-5
Digital Marketing CLO1.1 CLO2.1 CLO3.1 CL04.1 CLO5.1
1 HR MR HR HR HR

10

11

12

LR= Low Relevance

MR= Medium Relevance

HR= High Relevance

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