Annexure ‘AAB-CD-01a’

Course Title: Digital Marketing L T P/ SW No. Of TOTAL CREDIT

Course Code: MKTG733 S /F PSDA UNITS
Credit Units: 3 W
Level: PG
2 0 2 0 0 3

Course Objectives: The course The aim of the Digital Marketing Course is to provide students with the knowledge about business advantages of the digital
marketing and its importance for marketing success; to develop a digital marketing plan; to make SWOT analysis; to define a target group; to get introduced to
various digital channels, their advantages and ways of integration; how to integrate different digital media and create marketing content; how to optimize a Web
site and SEO optimization; how to create Google AdWords campaigns; social media planning; to get basic knowledge of Google Analytics for measuring
effects of digital marketing and getting insight of future trends that will affect the future development of the digital marketing. The application of the gained
knowledge, skills and competences will help future managers in forming digital marketing plan in order to manage a digital marketing performance efficiently.

Student Learning Outcomes:

 The student would be able to develop an understanding of the digital market characteristics and the nature of competition in such markets.
 The student who completes the course will be able to develop skill in organizing for effective digital marketing and in implementing the market
planning process.
 The student of the course will be able to develop an insight and knowledge base of the various underlying concepts driving marketing strategies.
 The programme will equip the student to apply concepts, theories, models, and tools in developing 9P’s of digital marketing.
 The student will have clear understanding about the working of digital marketing and how companies are cashing upon the virtual world.
 The student shall be aware about the global presence and issues involved in digital marketing viz a viz strategies used by organization in the digital
scenario
 By the end of the course student will be able to critically assess current and future metrics, research technologies, and research data output related to the
subject

Module I : Digital Marketing Fundamentals Weightage (%)

What is digital marketing? 15

How is it different from traditional marketing, ROI between Digital and traditional marketing
New trends and current scenario, Digital marketing a boon or a Bane?
How can digital marketing be a tool of success for companies?
Study and Analysis of recent infographics released by companies about digital marketing?
How did digital marketing help the small companies and top Organisations.
Categorization of digital marketing for the business, Swot analysis of business, present website and media or promotion
plan, Inbound vs Outbound Marketing

Module II : Website Planning and Structure 20

Understanding a website, What is a website, Levels of websites
Diff b/w Blog, Portal and Website
Diff b/w websites: static or dynamic, Domains, Buying a Domain
Website Language & Technology
Core Objective of Website and Flow,
One Page Website, Strategic Design of Home Page
Strategic Design of Products & Services Page
Strategic Design of Pricing Page, Portfolio, Gallery and Contact Us Page
Call to Action (Real Engagement Happens)
Designing Other Pages, SEO Overview
Google Analytics Tracking Code, Website Auditing, Designing Word press Website
Design a New Website and Promote it using techniques taught.
Module III Search Engine Marketing: 20
Introduction to Search Engine Marketing
Tools used for Search engine Marketing
PPC /Google Adwords Tool, Display advertising techniques, Report generation
Search Engine Optimization (SEO)
On page optimization techniques, Off page Optimization techniques
Reports, Email Marketing
Module IV: Social Media Optimization (SMO) 20
Introduction to social Media Marketing
Advanced Facebook Marketing, Word Press blog creation
Twitter marketing, LinkedIn Marketing
Google plus marketing
Social Media Analytical Tools
Design a Social Media Campaign to promote Indian Tourism
Module V: Web Analytics 25
Web Analytics and Integrating with Website
Measurement Metrics
Google Webmaster Tool
Setting up Tool for SEO
Adding and Managing Assets
Integrating WebMaster Tool, Site Map and Site Links
Search Traffic and Links, Google Indexing Managing Crawl Errors
 Managing Security Issues
Jobs in Marketing Analytics
Analyse your website using web analytics and suggest strategies to improve the views.

Pedagogy for Course Delivery:

Classes will involve a blend of lectures and case discussions. In addition to assigning the case studies, the course instructor will spend considerable time
helping you in getting in-depth understanding of the concept. Students will practice various research activities, including: article reviews, presentations,
experimental design, theory development, testing and application. Students are expected to contribute to the class discussions based on the course readings and
their own experience

List of PSDA:
1. Crate your own blog and promote it using Social Media Strategies
2. Create a Word Press Website
3. Do web Analytics for word press and for your blogs, and prepare a dashboard for the same
Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

40% NA 60%

Continuous Assessment/Internal Assessment End Term

Examination
Components (Drop Mid-Term Project Viva Attendance
down) Exam

Linkage of PSDA Linked with PSDA 1 & 2 Presentation of

PSDA 3

Weightage (%) 10% 15% 10% 5% 60%

Text & References:

 Ryan, D. (2014 ). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page Limited.
 The Beginner's Guide to Digital Marketing (2015). Digital Marketer. Pulizzi,J.(2014) Epic Content Marketing, Mcgraw Hill Education.
 Chaffey, Chadwick, Johnston, Mayer, Internet Marketing,3rd edition, 2009, Pearson Publication
 Strass, El-Ansary, Frost , e-Marketing, 5th edition, Pearson Publication
 Carter-Brooks-Catalano-Smith, Digital Marketing for Dummies, Wiley Publication
 Godfrey Parkin, Digital Marketing: Strategies for Online Success, 2009, New Holland
 Urban, Digital Marketing Strategy: Text and Cases,1/e, 2004 Prentice Hall
Any other Study Material:
• Journal of Digital marketing
• SEO Blogs
• Video content on Digital Marketing Concepts