BBA MKT 466 DIGITAL MARKETING

Class BBA
Instructor Sumayyah Khurshid Khan
Office Location Room No. 102, 1st Floor, Aman CED Building, Main Campus
Counselling Hours Tuesday/ Thursday 4:00 – 5:00 PM

Class Details

Class Timing 2:30 – 3:45 PM

Session Day(s) Tuesday & Thursday

Credit Hours: 3 Credit Hours

Email skkhan@iba.edu.pk
Contact # -

Course Description

The Internet is a dynamic marketplace if there ever was one. This class will give you the theoretical

understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you

with the skills you’ll need to perform vital daily functions. By the end of the course, you will be able to walk into

any company with an online presence and improve their use of the Internet.

The primary mode of teaching will be lecture sessions interspersed with case discussions & real-life examples

& applications. However, a healthy discussion-cum-dialogue is not only welcome - it is highly recommended.

Students are encouraged to actively participate in constructive class discussions.

Course Learning Outcomes

1. Web & App Design – Understand multiple web design frameworks for improving conversion rates on
a website of any kind. Apply these design frameworks to identify areas for website improvement and
to properly design a website from scratch.
2. Analytics – Determine the appropriate KPIs for any type of website. Make appropriate
recommendations to an ecommerce website based on the conversion funnel. Understand the pitfalls
surrounding attribution analysis and make recommendations to identify the highest ROI digital
marketing channels.
3. Search Engine Optimization – Understand how search engines work. Use this knowledge to make
recommendations to a website on how it can improve its organic search rankings – in other words,
perform search engine optimization on a website.
4. Search Engine Marketing – Understand the mechanics of paid search ranking. Create a search
engine marketing campaign and evaluate its effectiveness. Recommend changes that will improve
the campaign’s conversion rates.
5. Online Advertising – Understand the various methods of online display advertising. Create an online
display ad campaign and measure its return on ad spend (ROAS).

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 6. Email Marketing – Understand best practices in marketing and implement them with a database of
current and potential customers via email.
7. Social Media – Utilize knowledge of social media tactics to design an effective social media campaign.
Skills/Abilities
The course will inculcate skills on team working, decision making, communication and analytical skills.

Teaching and Learning Methodology

The pedagogy used for the course will be a combination of:

- Live cases/ campaigns
- Oral case discussion
- Short Ads/Videos and their discussion
- In Class Assignments
- Slides
- Readings (online text)
- Presentations
- Exams
- Self-Study

SESSION TOPICS SUBMISSIONS DUE

1 Introduction to the Course

2-3 Digital Marketing Foundation

4-5 Web Design

6 Mobile App Design

7 In – class: Figma Training Session App Design Project Initiated

8-9 Web Analytics

10 App Analytics

11 In – class: Global Attribution Case

12 In – class: Google Analytics Session Google Analytics Assignment

13 In – class: Google Data Studio Session Data Studio Assignment

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 14 - 16 On - Site SEO

17 Off - Site SEO SEMrush Assignment

18 App Store Optimization

19 - 20 Paid Search Marketing

21 - 22 Display Advertising

23 - 24 Email Marketing

25 Social Media Strategy Email Campaign Assignment

26 Facebook Organic Campaign Strategy

27 Facebook Ads Campaign

28 Digital Marketing Strategy .

FINAL EXAM

Textbook and Reading Material.

Recommended Readings
All readings are listed on pages 8 & 9 of the course outline and will be uploaded on the LMS.

Prerequisite Skills and Knowledge to take this Course

Be comfortable with using technology for learning

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Assessment Details:

Assessment Details Remarks

Four Assignments Due Assignments are individual tasks posted in the

Assignments Assignment Folder on the LMS

One Deliverable Due App Design Project details can be found on the
App Design Project LMS

Class Submissions Due Class exercises will be posted before class on the
LMS
Class Participation
Attendance

Mid - Term Exam Week Mid - Term Exam Week

Mid - Term Exam

Final Exam Week Final Exam Week

Final Exam

This course follows absolute grading.

Total Total Marks Total Marks

Marks Head
Frequency Exempted /Frequency /Head

Assignments 4 0 05 20

App Design Project 1 0 15 15

Class Participation 1 0 20 20

Mid – Term Exam 1 0 15 15

Final Exam 1 0 30 30

Total Marks 100

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 Comments and/or Suggestions

Students may see the faculty any time in case of any problem or issue that needs attention. Since this is an
elective, you are expected to take the initiative.

Technology Requirements

1. Stable Internet Connection

2. Facebook Account
3. Access to IBA LMS

Academic Conduct

1. No make-up assignment, exercise, or mini - project will be arranged.

2. Synergy in team dynamics & equitable contribution by members are integral to all successful
3. group projects. A ‘peer evaluation’ form submitted by all group members will therefore be used.
Social loafing will not be encouraged in this course. If a student is found guilty, he/she will be given
no marks for the project.

4. Please ensure all submissions are made on time. In fairness to the other groups, late submissions
will be penalized a minimum 10%.

5. On this course, there is no provision for ‘extra credit’ assignments after the fact, in case of poor
performance, so please make sure that you stay on top of all tests and assignments and perform
consistently well throughout the course.

Attendance Policy

Attendance is important and will certainly be considered in the case of students on the borderline between
two grades.

This class follows IBA’s policy.

Plagiarism Policy

Plagiarism in any form is strongly discouraged. In case, a student or a group is found guilty, he/she will be
penalized as per the IBA procedures and laws.

Withdrawal Policy

This class follows IBA’s policy