JAIPURIA INSTITUTE OF MANAGEMENT

PGDM – M ; TRIMESTER IV; ACADEMIC YEAR 2022-23

1. Course information
Course Code and title Marketing on Internet, Social Media and
Mobile
Credits 3
Term and Year IV Term, 2022-23
Course Pre-requisite(s) MM2
Course Requirement(s) e.g. Smartphones , Fresh Gmail ID
Course Schedule (day and time of class) TBA
Classroom # (Location) TBA
Course Instructor Prof. Patra
Course Instructor Email joy.patra@jaipuria.ac.in
Course Instructor Phone (Office) 836 874 1530
Student Consultation Hours Setup on Whataspp
Office location Ground Floor

2. Course Overview

Marketing on Internet, Social Media and Mobile (MISMM), has been designed to provide an
introduction to the field of New Media Marketing with a view of contemporary and upcoming
Marketing strategies. With more and more consumers getting familiar with the power of New Media,
Companies and Brands are increasingly relying on New Media for various Marketing action such as
Brand Awareness, Brand Building, Driving Traffic as well as CSR Opinion, to keep pace with the
consumers needs. Even Not-for-Profit organizations are using New Media Effectively for achieving
their objectives. The course focuses on the core platforms of New Media and shall equip students in
making effective Business decisions to target the new age consumers. It is a hand-on course in this
evolving area, that will help students appreciate the role of each platform and be able to formulate
strategies driven by Business situation in the backdrop of rapidly changing market realities.

Course Learning Outcomes (CLO)

At the end of the course, the students should be able to:

CLO 1: Understand how Social media and Mobile can be used for marketing related functions (K)
CLO 2: Differentiate between Social media marketing strategy of various Brands / Services (S)

List of Program Level Outcomes

1|Page
PLO 1: Communicate effectively
PLO 2: Demonstrate the ability to work in teams to achieve desired goals
PLO 3: Reflect on business situations applying relevant conceptual frameworks
PLO 4: Comprehend sustainability issues
PLO 5: Apply relevant technological tools for marketing decisions
PLO 6: Exhibit innovative and creative thinking

3. Mapping Course Learning Outcome with PLOs:

 
PLO 1 PLO 2 PLO 3 PLO 4 PLO 5 PLO 6

CLO1 I

CLO2 R

4. Mapping of CLOs with GAs

GA 1: Self-initiative
GA 2: Deep discipline knowledge
GA 3: Critical thinking and Problem solving
GA 4: Humility, Team-Building and Leadership Skills
GA 5: Open and Clear Communication
GA 6: Ethical competency and sustainable mindset
GA 7: Entrepreneurial and innovative

GA 1 GA 2 GA 3 GA 4 GA 5 GA 6 GA 7

CLO 1 X

CLO 2 X

5. Text Book

Internet Marketing: Integrating Online and Offline Strategies, by Mary Lou Roberts & Debra Zahay,
ISBN-13:978-1-133-62590-2, Cengage Learning, Third Edition, e-book available

Managing Social media crises with your customers: The good, the bad, and the ugly, Yany
Gregoire a, *, Audrey Salle a , Thomas M. Tripp (2017)

References :

2|Page
 i. Godin, Seth , “Tribes: We need you to lead us” ISBN-13: 978-0749939755, Little, Brown Book
Group

ii. S.J. Miles & W.G. Mangold; “Employee Voice: Untapped resource or Social media time bomb?”;
HBSP 2014

iii. G. Armelini & J. Villanueva; “Adding Social Media to the Marketing Mix”; HBSP 2011

iv. M. Norton & J. Avery; “The Pepsi Refresh project: A thirst for change”; HBSP 2013

v. “D.L. Hoffman & M. Fodor; “Can you measure the ROI of your Social Media Marketing?”; HBSP
2010

vi. Kumar, “Understanding the Role of Artificial Intelligence in Personalized Engagement, 2019

6. Assessment Tasks

Assessment Item Description Weightage CLO

Quiz / Discussion There will be two quizzes of MCQ(s)/Objective type 20 1,2

Forum questions. The quizzes would be based on only
concepts, cases and readings. Better 2 of the three for
scores shall be considered for grading. Grad
ing

Case / Campaign New Media Case / Campaign Analysis 10 2

Analysis (Group
Project) Identify a Media campaign by any brand and assess
a New Media strategy. It is a group assignment.
Choose your brand / organization and inform the
instructor in advance to avoid the overlap.
Group Project Group project on “Online Community” 10 2
Presentation
Group project is a major assignment in this course
as it evaluates team-work and team leadership as
well, in addition to innovative thinking in designing
business process solutions. The project will be
required to be completed by a team of 4-7
students, with one of them acting as group leader,
as per schedule to be shared.
VIVA Students shall appear for VIVA VOCE towards the 20 2
end of the Trimester on a variety of topics.

End-term This ONLINE assessment will consist of a case study 40 1*

examination or caselets, and questions will be a mix of
application based and conceptual questions from
the entire syllabus (case, application, situational,
conceptual)

*Only End Term Examination to be considered for AOL

3|Page
 7. Session Plan

S.No Topic/ Sub Topic Pedagogy Session Learning Outcomes C

L
O

Module 1: Marketing on Internet and Retribalization

1. Discussion of Course Outline Class discussion and Familiarize themselves with the 1
Discussion on Course presentation significance Marketing on Internet
Expectations and its relevance in the marketing
function in a firm.
Introduction to INTERNET MKTG
PRADIGM / INTERNET VALUE Understand Perceived Value on
CHAIN Internet / Role of Credibility and
Trust
2. PERMISSION VS INTERRUPTION / Class discussion and Understand the significance of 1
WEB 2.0 – 5.0 presentation Permission in today’s business
https:// landscape
www.business2community
.com/tech-gadgets/eras-of-
the-web-web-0-0-through-
web-5-0-02239654
3. RETRIBALIZATION / ONLINE Class discussion and understand the re Tribalization 1
Brand COMMUNITIES (OBCs) presentation landscape

Tribes : Godin, S. Understand how Brands leverage

Online Communities
Module 2: Social Media

4. facebook Class discussion and understand the relevance of Social 1

presentation media from consumers’
perspective / Study the
characteristics of Social media
5. facebook Hands-on Understand the mechanics of 2
Social media
6. Whatsapp Class Discussion and Study the characteristics of Social 1
presentation media
7 Instagram Hands-on Understand the mechanics of 2
Social media
8 Linkedin Lecture and discussion Study the characteristics of Social 1
media
9 Linkedin Class discussion and Study the characteristics of Social 2
presentation media

10 Youtube Class discussion and Study the characteristics of Social 1

presentation media

4|Page
11 Youtube Hands-on Understand the mechanics of 2
Social media
12 Fundamentals of VIDEO MKTG Class discussion and Understand the mechanics of New 1
presentation media
13 GUEST LECTURE 1 – Social Media Lecture and discussion Understanding ’Real time’ 1
or Video Marketing
Module 3 : Mobile

14 MOBILE 1 Class discussion and Study the strategic advantages of 1

As a Key Strategic Component presentation Mobile in the Marketing Landscape

15 MOBILE 2 Class discussion and Study the characteristics of Mobile 1

Why Apps Matter presentation Apps

16 GUEST LECTURE 2 – Lecture and discussion Understanding ’Real time’ 1

Programmatic or Mobile
Marketing

17 Presentations and VIVA Presentations by Students Apply Marketing on Internet 2

Concepts
18 Presentations and VIVA Presentations by Students Apply Marketing on Internet 2
Concepts
Module 4: Technology for customized Digital Outcomes

19 Wearables, AR, VR and 5G Class discussion and Students shall understand Latest 1
presentation technologies being deployed for
improving Digital outcomes

20 iOT and Marketing Lecture and discussion
Understanding the Role of
iOT and how to harness it
for Marketing
Students shall understand Latest 1
technologies being deployed for
improving Digital outcomes

8. Institute’s Policy Statements

It is the responsibility of every student to be aware of the requirements for this course, and
understand the specific details included in this document. It is emphasized that this course requires a
significant commitment outside of formal class contact.  The learning tasks in this course may include
classes (lectures or seminars), required reading, the preparation of answers to set questions,
exercises and problems, and self-study. In addition, students may be required to complete an
assignment, test or examination.

LMS-Moodle/Impartus:

LMS-Moodle/Impartus is used to host course resources for all courses. Students can download
lecture, additional reading materials, and tutorial notes to support class participation.

5|Page
 

Late Submission

Assessment tasks submitted after the due date, without prior approval/arrangement, will be not be
accepted. Requests for extension of time must be made with the faculty member concerned and
based on Special Consideration guidelines. 

Plagiarism:

Plagiarism is looked at as the presentation of the expressed thought or work of another person as
though it is one's own without properly acknowledging that person.

Cases of plagiarism will be dealt with according to Plagiarism Policy of the institute. It is advisable
that students should read student handbook for detailed guidelines. It is also advisable that students
must not allow other students to copy their work and must take care to safeguard against this
happening. In cases of copying, normally all students involved will be penalised equally; an exception
will be if the student can demonstrate the work is their own and they took reasonable care to
safeguard against copying.

9. RUBRICS FOR ASSESSMENT

End Term Exam CLO1 -PLO3 ( to be considered for AOL Assessment)

PLO3: Apply relevant conceptual frameworks to business situations.

Competencies
Apply knowledge of disciplinary or
interdisciplinary theory and frameworks to
business situations.
Traits/Performance Indicators (PI)
3.1 Gather relevant information and reflect and
comprehend business situations.
3.2 Select and use relevant concepts and frameworks
to business situations.

Rubrics

Criterion Below Expectations Meets Expectations Exceeds

Expectation
Gather Relevant Struggles to pinpoint Clearly identifies the Demonstrates a
Information and the information information required. sophisticated
reflect on the needed. Gathers Gathers information from understanding of what
business situation information from one multiple valid and reliable information is needed.
(10%) source. Minimal sources. Evidence of Gathers extensive
evidence of search/selection criteria. information from a
search/selection Able to reflect and variety of valid and

6|Page
 criteria. Unable to understand the business reliable sources
reflect and situation because of the including journals, texts,
comprehend the quality of information etc., specific to the
business situation due gathered and synthesized. subject. Clear evidence
to poor understanding of
of required search/selection
information criteria.
Able to reflect and have
a holistic view of the the
business situation based
on extensive
information gathered
from a variety of
sources
Select and Use Has limited knowledge Selects and uses relevant Selects and uses
Relevant on selecting and using concepts and frameworks. relevant concepts and
Concepts and relevant concepts and Requires minimal assistance frameworks. Needs no
Frameworks frameworks. Requires in choosing relevant assistance in selecting
(90%) extensive assistance in concepts and frameworks. relevant concepts and
selecting relevant frameworks.
concepts and
frameworks.

Case/Campaign Analysis and Team Project Presentation CLO2 –PLO6

PLO 6: Exhibit innovative and creative thinking

Competencies Traits/Performance Indicators (PI)

Be able to apply imagination, creative thinking,
and initiative to generate new ideas for the
purpose of addressing needs or solve problems.
6.1 Define the problems/needs of stakeholders.
6.2 Research stakeholders’ perspectives for the
purpose of incorporating them in the solution.
6.3 Develops solutions distinctive from existing
approaches that are viable and sustainable in the real
world

Rubrics

Criterion Below Expectations Meets Expectations Exceeds Expectation

Define the Exhibits limited or surface Exhibits a clear and Exhibits a deep and
problems of level understanding of the deepening understanding broad understanding of
stakeholders problem to be solved. of the stakeholders needs multiple dimensions of a
and has a sense of how a problem that needs to
solution might meet that be solved (including
need social, behavioural,
economic,
environmental factors);
potential solution is
deeply connected and

7|Page

Research Has conducted minimal or
stakeholders’ minimally effective
perspectives for research; stakeholders’
perspectives may be based
using them in the
on some unvalidated
solution assumptions or limited
engagement with them to
be served by the innovation.
Develops The proposed solution is not
distinctive and new or different from a
viable and solution already available;
the proposed solution does
sustainable
not respond directly to or is
solution out of sync the
stakeholders’ needs.
responsive to multiple
dimensions of the
identified need.
Has conducted some Has conducted excellent
research to develop a research to understand
stakeholder model or perspectives of multiple
pattern and has made stakeholders, effectively
some minor adjustments incorporating them into
to the solution based on the solution and making
what was learned from significant adjustments
this research. along the way
Solution is an Solution is
improvement upon fundamentally
existing approaches and distinctive from existing
demonstrates potential to approaches. It could be
have real impact on the viably implemented and
problem. There may be sustained in the real
still be some details to world; idea generates
work out in terms of enthusiasm from
developing a prototype or potential stakeholders.
market test for the
solution.

Internet Marketing Social Media and Mobile Footnotes :

A. What Should Students Learn :
Key advantages of New Media gives a key advantage, possible challenges

B. What students are prepared for

New Media, Online Community Marketing

C. What should students become

Digital Marketing and Social Media management roles, DM Client Management
roles, Management trainee in Digital Marketing Agencies, Corporate
Communication roles

8|Page