Course Outline: Digital Marketing Strategy (MRK2313)

Area: Marketing | Credit: 3

Programme: PGDM | Duration: | Term: IV
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Instructor(s) Name :
Email :
Phone (Extn no.) :
Meeting Hours :
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PART 1

INTRODUCTION
This course will introduce various important topics in digital marketing like search advertising,
display advertising, social media marketing, online content marketing, etc. This course also
covers contemporary topics such as social media analytics and Web Analytics. Emphasis will
be placed on application of these concepts in solving business problems in various business
fields of product and service innovation, online branding, campaign management, online sales.

COURSE OBJECTIVES (CO)

The course aims at providing insights into:

1. Digital marketing environment and different marketing channels

2. Developing an understanding of Search engine optimization – on page and off-page

3. Understanding and developing paid search marketing campaign

4. Display marketing roles in influencing consumer behavior

5. Social media marketing framework and analytics

6. Facebook and LinkedIn marketing campaign

7. Email marketing strategy

8. Mobile marketing for brand building and engagement

9. Online content marketing and lead magnets

1
 10. Measurement of online channel using Web Analytics

The course covers examples of digital marketing from various sectors in services,
manufacturing, retails, hospitality, etc.

COURSE LEARNING OUTCOMES (CLO)

At the end of this course, students would be able to:
CLO1 - Design a Digital marketing plan based on P-O-E-M Framework (PLG1)

CLO2 – Develop a paid marketing campaign plan with keyword planning on Google and
Facebook (PLG2)

CLO3 – Prepare and analyse a list of web metrics for measuring digital campaign based on
Web Analytics principle. (PLG3)

COURSE CONTENT
Digital Marketing environment – marketing channels and framework
• Search Engine Optimization – on-page
• Search Engine Optimization – off-page
• Search Advertising (Google PPC)
• Display Advertising
• Social Media Marketing
• Social Media Analytics
• Mobile Marketing
• Email-Marketing
• Content Marketing
• Web Analytics

PRESCRIBED TEXT BOOK

Digital Marketing (2020), Seema Gupta, McGraw Hill Education (India) Private Limited

OTHER READINGS AND REFERENCES

Internet Marketing – A Practical Approach in the Indian Context (2020), Moutusy Maity, Oxford
University Press

2
Resources

The textbook forms the basic reading material for the course. In addition, the participants are
also supposed to go through the readings recommended in the course outline. Course
participants are also required to regularly go through academic journals, business magazines
and websites. Cases will be discussed during the course.

POLICY ON PLAGIARISM:
Plagiarism of any kind and to any extent would attract penalties. The assessment would be
‘zero’ for that particular component, with no further opportunity to improve. Repetition of the
offence would result in failure in the subject.

ASSESSMENT SCHEME AND WEIGHTAGE:

{a} MID-TERM & END-TERM

Weightage Duration (in CLO

Evaluation Open/close Book
(%) minutes) Tested

CLO2 and
End-Term 30% 150 Open CLO3

{b} OTHER ASSESSMENTS

Sl. Unit of
Evaluation Item Weight Time CLO
No. Evaluation
Class exercise on CLO1
rd
1 P-O-E-M Group 5% 3 Session
framework
Class exercise of CLO2
Keyword
2 Group 5% 6th Season
planning for paid
campaign
Case exercise on --
3 Group 5% 7th Session
Online

3
 Marketing at
Big Skinny
Quiz on SEO -
4 and Paid Individual 10% 9th session
campaigns
Case Study - -
5 Coca-Cola on Group 5% th
10 session
Facebook
Exercise on CLO3
6 Social media Individual 5% 12Th session
strategy
Case Study – -
“HubSpot:
7 Inbound Group 5% 16th session
Marketing and
Web 2.0”
Group + -
8 Marketing Project 30% 19th Session
Individual

PART 2: SESSION PLAN

Reading (BC-Book
Session. Topics Pedagogy
Chapter)
Introduction to Digital
1 Lecture BC1
Marketing

Search Engine Optimization

2 Lecture BC10
(on-page)

4
 Search Engine Optimization(off-
3 Lecture BC10
page)

Assessment (Class exercise on P-O-E-M framework) 5%

4 Search Advertising Lecture BC3

5 Search Advertising Lecture BC3

6 Display Advertising Lecture BC2

Assessment (Class exercise of Keyword planning for paid campaign and SEO) 5%
Case Study - Online Marketing
at Big Skinny (HBS: 911033-
7
PDF-ENG) Case analysis Based on BC 3, 2, and 10

Social Media Marketing (With

8 Lecture BC 4,5, 6
FB, Twitter, LinkedIn)
Social Media Marketing- (With
9 Lecture BC 4,5, 6
FB, Twitter, LinkedIn)
Quiz on SEO and Paid campaigns (10%)
Case Study - Coca-Cola on
10 Facebook (HBS: 511110-PDF- Case analysis Based on BC 4,5, 6
ENG)

11 Social Media Analytics BC 4,5, 6

12 Social Media Analytics Lecture BC 4,5, 6

Assessment (Exercise on Social media strategy-5%) Individual

13 Mobile Marketing Lecture BC9

BC-- (from Moutusi Maity

14 Email-Marketing Lecture
and other references)

5
 Internet Marketing strategy and BC --(from Moutusi Maity
15 Lecture
Content Marketing and other references)
Case Study – “HubSpot:
Inbound Marketing and Web
16 2.0” (HBS: 509049-PDF- Case study Based on BC 4,5, 9
ENG)

Web Analytics – measuring

17 Lecture BC 11
campaign Success –Theory
Web Analytics – measuring
18 Practice BC 11
campaign Success –Practice
Submission and
19 Project Report submission
presentation

PART 3: SUPPLEMENTARY INFORMATION

* Project Details –

This is a group project. This would be based on assignment in online content marketing. You
need to create blog posts about 5 topics and disseminate the same information on various online
media using SEO techniques and tools. Result would be presented in the report. Report should
indicate objectives of your content marketing plan, your action plan, activities carried outs,
and the final result.

PLO MAPPING FOR THE COURSE

Addressed CLO
by No.
PLO# Program Objective
Course?
(Yes / No)
Application of Fundamentals CLO1
PLO1 Traits: Demonstrate application of functional / conceptual knowledge Yes
to business situations
CLO2
Problem Identification and Solution
PLO2 Traits: Demonstrate ability to identify a problem, critically assess Yes
various alternatives and suggest appropriate solution

6
 Integrative Thinking CLO3
Traits: Demonstrate ability to identify inter-linkages among functional
PLO3 Yes
areas within an enterprise and assess the impact of external
environment on its performance
--
Effective Communication
PLO4 Traits: Demonstrate proficiency in Oral and Written Communication No

Ethical Responsibility --
PLO5 Traits: Demonstrate awareness and assess impact of ethical behavior No
on business
Leadership --
PLO6 Traits: Demonstrate capability to take leadership role in a business No
situation