Faculty of Business Administration

Course Outline

1. Course Code and General Information

Course Code DME 101/MKT 409
Course Title Digital Marketing & eCommerce
Credit Hours 03
Pre-requisite BUS122
Program BBA
Semester Fall 2021

2. Instructor and contact information

Faculty Name Ahsan Siddiqui
Contact Number 00 92332 329 2025
Email Address ehsunsiddiqui@gmail.com
Office Number
Office Hours 9:00 AM-1:00 PM, Monday - Friday

3. Program Learning Outcomes

On successful completion of the course students will be able to:

Digital Media Planning

PLO1: Develop the skills to build an actionable digital marketing strategy that aligns with your
business goals.
Research Skills and Critical Analysis
PLO2: Demonstrate cognitive knowledge of the skills required in conducting online research
and research on online markets, as well as in identifying, assessing and selecting digital market
opportunities
Comprehension and Application of New Media:
PLO3: Demonstrate their understanding of the various new media such as; social media,
mobile technology, web analytics, search engine optimization, viral advertising.
Experiential Learning
PLO4: Demonstrate business knowledge through practical assignment by working in a real
environment
Digital Ethics: 
PLO5: Review questions of ethics, privacy issues with social media, conflict, and citizenship
to frame understanding of digital marketing.

Course Outline IQRA UNIVERSITY (IU) Page 1 of 5

 4. Course Description
This course is designed to provide students with a comprehensive understanding of the impact
of marketing in the digital environment. It explores the frameworks and foundational tools of
designing, implementing, and managing a successful digital marketing strategy. This course
will help students to get familiar with various social and digital media platforms and will help
them to build relevant and successful digital marketing strategies.

5. Course Objectives
1. To provide comprehensive knowledge of the field of eCommerce and Digital Marketing.
2. To explore and understand the digital marketing tools & techniques to build successful marketing
strategies and media planning.

6. Course Learning Outcomes (CLO)

1. Discuss the Importance of Digital Marketing.
2. How to do digital media buying/planning and build digital marketing strategies.
3. Do and Don’t of Digital Marketing.
4. Understand the impact of technology on the traditional marketing mix.

7. Teaching and Assessment

Code CLO Teaching Strategies Course Assessment
Methods
1 Digital Media Planning
CLO1.1 Explain the process of media Lecture Examination
planning and media buying. Reading Assignments Quizzes
Case Studies Presentation

CLO1.2 Discuss how to create successful Lecture Examination

marketing strategies to target Reading Assignments Quizzes
users and drive qualified traffic. Case Studies Presentation
Group Discussion
2 Research Skills and Critical Analysis
- Identifying the marketing Lecture -
channels, target audience, build Reading Assignments
strategies and analyze the data. Case Studies
Group Discussion
3 Comprehension and Application of New Media:
- - - -

4 Experiential Learning
CLO4.1 Launch a unique digital Lecture Project
marketing campaign for a digital Reading Assignments
start-up to achieve the KPIs. Case Studies
Group Discussion
5 Digital Ethics: 

Course Outline IQRA UNIVERSITY (IU) Page 2 of 5

CLO5.1 Marketing channels and their Lecture Examination
advertising policies Reading Assignments Quizzes
Case Studies Presentation
Group Discussion

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 1.2 PLO 1

3 CLO 4.1 PLO 4

4 CLO 5.1 PLO 5

9. Course Contents
Session Topic Recommended Readings
1 The Fundamentals of Digital TBA
Marketing
2 Social Media Marketing & TBA
Optimization
3 Search Engine Optimization TBA
4 Paid Marketing – Google Ads/PPC TBA
5 Paid Marketing – Facebook Ads TBA
6 Digital Marketing Tools, Research TBA
and Strategies
*Certifications
7 Digital Media Planning and Buying TBA

8 Midterm Examination
9 Introduction to CRM TBA
 Email Marketing
 Web/App Notifications
 SMS Marketing
 ChatBots/Broadcast

10 Mobile App Marketing TBA

11 Data Analytics and Reporting TBA

12 Affiliate and Content Marketing TBA

13 e-Commerce, q-Commerce and m- TBA
Commerce
14 Project TBA (Theoretical/Industry)
15 Project TBA (Theoretical/Industry)
16 Final Examination

Course Outline IQRA UNIVERSITY (IU) Page 3 of 5

 10. Schedule of Assessment Tasks for Students During the Semester
S. No. Course Assessment Method Week Due Percent of Total Assessment
1 Quizzes 3, 5, 7, 10, 12 10%
2 Midterm Examination 8 25%
3 Project 14, 15 15%
4 Presentations (Cases/Articles) 2, 4, 6, 13 5%
5 Final Examination 16 40%
6 Earn an Online/Digital Certification 16 5%

11. Grading Policy

‘A’ Grade 88 and above
‘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. Understanding Digital Marketing—Basics and Actions by Teresa Piñeiro-Otero and Xabier

Martínez-Rolán
2. The Four by Scott Galloway

14. Reference Books & Learning Material

 Harvard Business Review https://hbr.org/
 https://neilpatel.com/
 The four by Scott Galloway
 SELL LIKE CRAZY by Sabri Suby
 Wikipedia https://www.wikipedia.org/
 Search Engine Journals
 Social Media Examiner
 Facebook & Google Learning Resource Centre
 Understanding Digital Marketing—Basics and Actions
https://www.researchgate.net/publication/312190728_Understanding_Digital_Marketing-
Basics_and_Actions



15. Code of Conduct

 Follow the University attendance policy.
 Observe the class schedule.
 Keep cell phone off during the class.

Course Outline IQRA UNIVERSITY (IU) Page 4 of 5

  Submit assignments as per requirements.
 Maintain a disciplined, and respectful attitude towards the teacher and fellow students.
 Abstain from any form of plagiarism.

Course Outline IQRA UNIVERSITY (IU) Page 5 of 5