JAIPURIA INSTITUTE OF MANAGEMENT

TRIMESTER IV; ACADEMIC YEAR 2021-22

PGDM

1. Course information

Course Code and title Digital Marketing (MKT403)

Credits 3
Term and Year IV (2021-22)
Course Pre-requisite(s) Fundamentals of Marketing
Course Requirement(s)
Course Schedule (day and time of class) As scheduled by PMC
Classroom # (Location) Allocated by PMC
Course Instructor Prof. Anubhav Mishra
Course Instructor Email Anubhav.mishra@jaipuria.ac.in
Course Instructor Phone (Office) 241
Student Consultation Hours 4.00 PM to 5.30 PM on class days
Office location 111 (old Building, first floor)

2. Course Overview
With the increasing access to Internet technologies, more and more business organizations
have started to shift their marketing investments from traditional media and radio/TV to
Internet based initiatives under the banner of digital marketing. The nature of digital marketing
is constantly evolving and key issues change rapidly.

The course is divided into six modules. The various modules comprise an overview of Digital
Marketing, Building Blocks of a Website, Optimizing and Marketing with emphasis on SEO and
SEM, PPC campaigns, Social Media Marketing, Digital Marketing Channels and Leveraging
Technology in Digital marketing.

The Digital Marketing elective course is intended to help students understand and embrace the
opportunities offered by the digital marketing world. As digitization permeates every sphere of
business, including government’s interaction with the public, gathering digital marketing
prowess will enable young marketing managers to make a mark in the present and future
corporate world.
 List of Course Learning Outcomes
CLO1. Differentiate (Conceptual) between digital marketing activities of businesses
(Knowledge)
CLO2. Apply (Procedural) marketing concepts in a digital context (Knowledge)
CLO3. Create (Metacognitive) an effective digital marketing campaign (Skill)

List of Program Level Outcomes

PLO1: Communicate Effectively
PLO2: Demonstrate the Ability to Work in Teams to Achieve Desired Goals
PLO3: Reflect on business situations applying relevant conceptual frameworks
PLO4: Evaluate different ethical business perspectives.
PLO5: Determine sustainability issues
PLO6: Exhibit innovative and creative thinking

List of CGs
CG1: Communicate Effectively
CG2: Demonstrate the Ability to Work in Teams to Achieve Desired Goals
CG3: Apply relevant conceptual frameworks to a given business situation
CG4: Evaluate different ethical business perspectives
CG5: Aware of impact of business decisions on issues of social concerns

3. Mapping Course Learning Outcome with PLOs:

  PLO1 PLO2 PLO3 PLO4 PLO5 PLO6

CLO1 M
CLO2 I
CLO3 R I R
I : Introduced ; R : Reinforced ; M : Mastered

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
CLO 3 X X

5. Reference Text and Internet Resources:

Text
1. Digital Marketing, Seema Gupta, McGraw Hill Education; Second edition 2020
References
2. Digital Marketing: Cases from India Paperback by Rajendra Nargundkar, Romi Sainy
3. Internet Marketing, Chaffey, Ellis-Chadwick, Johnston, Mayer, 3 rd Edition
4. The Art of Digital Marketing, Ian Dodson, Wiley, 2017
5. Understanding Digital Marketing, Damiyan Ryan, Kogan Page, 4th Edition, 2016
6. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and
More

Internet Resources
1. DM Report 2019 - https://wearesocial.com/global-digital-report-2019
2. Tech Trends 2019 - https://www2.deloitte.com/insights/us/en/focus/tech-
trends.html
3. Overdrive Social Media Map - https://www.ovrdrv.com/overdrive-releases-2019-
social-media-map/
4. http://brief.promaxbda.org/article/social-media-case-study-red-bull-stratos  
5. https://business.instagram.com/success/airbnb?locale=en
6. www.Clickz.com: helps in creating successful Internet marketing campaigns
7. https://hbr.org/
8. https://www.campaignindia.in/
9. https://www.thinkwithgoogle.com/intl/en-apac/ -
10. https://www.socialsamosa.com/
11. https://www.bigcommerce.com/blog/how-to-sell-on-instagram/#what-does-selling-
on-instagram-actually-look-like
12. https://www.wikihow.com/Integrate-a-Payment-Gateway-Into-a-Website
13. https://www.thinkwithgoogle.com/qs/documents/705/2012-zmot-
handbook_research-studies.pdf
14. https://www.gartner.com/en/marketing/insights/articles/6-technologies-on-
gartner-hype-cycle-for-digital-marketing-and-advertising-2019
15. https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-
in-all-the-wrong-places
16. https://www.business2community.com/seo/the-4-biggest-local-seo-mistakes-
businesses-are-making-in-2019-and-how-to-fix-them-02211262
 17. https://www.einsteinmarketer.com/facebook-ad-mistakes/
18. https://www.convinceandconvert.com/social-media-case-studies/clever-uses-of-
linkedin/
19. https://www.hivemindinc.com/insights/use-hypertargeting-find-ideal-customers-
social-media/
20. https://www.ama.org/publications/MarketingNews/Pages/how-create-great-email-
marketing-campaign-2018.aspx

*The above list is suggestive and not exhaustive. Additional resources can be provided
as and when required.

6. Assessment Tasks
Assessment Item Description Weightage CLO

Individual 2-3 Assignments/Quiz on Topics covered throughout the 15 1

Assignment / Quiz course shall be assessed on 2 best scores.
Only
Grading

Case / Campaign Digital Marketing Strategy/ Campaign Analysis 20 1

Analysis
Identify a digital campaign currently run by any brand and Only
differentiate between the strategy / campaign analysis. It is Grading
a group assignment. Students to choose the Brand /
Organization, and inform the instructor in advance, to avoid
any overlap.

Team Project Team project on Website and Social Media driven 25 3

Marketing Campaign of a Product or Service.
15 Grp PPT Only
Team project is a major assignment in this course as it Grading
10 Report
evaluates team-work and team leadership as well, in
addition to innovative thinking in designing digital
marketing websites. The project is required to be
completed by a team of 6 – 8 students, with one of them
acting as group leader. Each team will represent a
‘consulting organization’ which is bidding for a Website
Requirement and Social Media Marketing project.
Students are required to design and create a base level
website (eg. WIX / WORDPRESS etc.). Use free and paid
methods to promote their business online through the
website (use Facebook and Google Adwords), FB page,
Twitter Handle, Youtube channel and Blog around their
business.
The project requires each team to work on and present:

1. Identification of various categories of website users

and their persona development
2. Identifying engagement opportunities with each of
these users in various marketing activities carried out
by the business.
3. Designing journey maps for various categories of users
in order to optimize their ‘interaction experience’
4. Present all the above in a 10 slides and a working
website, FB page/Insta/twitter handle, you tube
channel, and/or Blog.

Students have to share the link of their website with

faculty and with peers to ensure transparency in its
functioning.

Project Presentation: Each group would be required to give

a presentation on the project on the date and time allotted
to them. The Students will be evaluated on the basis of their
understanding of the work done and their level of
involvement in the group project.

End Term This will be a combination of cases; application based 40 2

situational questions.
 *End Term Exam to be considered for AOL

7. Session Plan

S.No Topic Pedagogy/ readings / Session Learning Outcomes CLO

cases

Module I: Introduction to Digital Marketing

1. -Discussion of
- Course Outline
-Course Expectations
-Assessments
-Digital Marketing Overview
-Differentiating digital from
traditional marketing - Scope
and overview
2. -Digital Marketing Mix
Online consumer behavior
Paid / Owned / Earned Media
(POEM)
Module II: Building Blocks of a Website
Online synchronous
Presentation and Class
discussion
Class Activity / Discussion
Introduce the concept of
POEM in the context of Digital
Marketing
Student should be able to 2
appreciate the importance of
digital marketing and understand
the common challenges and
advantages over traditional
Marketing and its impact on
Consumer Behavior
Students should be able to 2
understand the 4Ps in the digital
marketing context and correlate
it to types of online consumer
behavior

3. Hands-on Session -Designing an
Effective Website
-Creating your website
-Content creation, navigation,
creative
4. Hands-on Session -
-Building an effective website
-How to make a website on a
low budget
Module III: Search Engine Optimization (SEO) and Search Engine Marketing
5. -How SEO works – on page and
off page optimization
Familiarize with WIX /
WORDPRESS (free to download
online tool)
Familiarize with WIX /
WORDPRESS etc. (free to
download online tool)
Online synchronous
Presentation and Class
discussion
Students should be able to apply 3
the learning of the class in
website creation
Students should be able to apply 3
the learning of the class in
website creation
Students should analyze the best 2
SEO practices/techniques
deployed by organization

6. -SEM overview, Display Ads Online synchronous Students should appreciate the 2
- Pay per click (PPC) Presentation and Class various Display properties
discussion

7. Search Marketing and Keywords Hands-on session to familiarize Students should familiarize with 3
with (free) online Ads platform Adwords and Keywords

8. Web Analytics Hands-on session to familiarize Appreciate the importance of web 3

with (free) web analytics tool Analytics
S.No Topic Pedagogy/ readings / Session Learning Outcomes CLO
cases

9. Guest Session: Class interaction with industry Students should learn from the 1
Topical Session such as Social guest experience sharing
Media challenges or SEO/ SEM,
Fake news / Web Analytics etc.
Module IV: Social Media Marketing
10. -Purpose and benefits of Social Reading : Analyze and apply SMM 2,3
Media Marketing (SMM) Handouts* techniques on the chosen Web
project
-Facebook Marketing
11. Campaign analyses Students should exhibit the 3
Facebook and Instagram understanding of FB as business
Marketing platform and should use them in
the project
12. Handouts* 3
-Twitter and Linkedin Marketing Students should exhibit the
understanding of Twitter and
LinkedIn as business platforms
and should use them if
appropriate in the project
13. Youtube Marketing Youtube Videos Students shall appreciate the 3
Advantages of Youtube marketing
Module V: Digital Marketing Channels
14. Affiliate and Email Marketing Handouts* Why affiliate marketing is done 2
by organization to gain
competitive edge, and how email
marketing is used for creating
effective promotions
15. Guest Session 2: Online Session with Guest Learning the law and ethical 2
Topical session as per availability practices in DM
of Guest

16. Application of Digital Marketing Case on SEO or Analytics or Students should exhibit the 1,2
Strategies : Social Media or Affiliate or understanding of concepts and
Email Marketing apply correctly
17. Digital Marketing Campaign 1 Project Presentations by Students will demonstrate their 3
student groups understanding of various Digital
elements by selecting an online
business built by them
18. Digital Marketing Campaign 2 Project Presentations by Students will demonstrate their 3
student groups understanding of various Digital
elements by selecting an online
business built by them
Module VI : Leveraging Technology for Digital Marketing
19. E-Commerce eCommerce websites such as Students are introduced to 1
Types of eCommerce websites flipkart, tatacliq, etc. various ecommerce models
Features Paytm versus PhonePe payment gateways and filters
Types of Payment Gateways Reading :
S.No Topic Pedagogy/ readings / Session Learning Outcomes CLO
cases

http://www.wikihow.com/
Integrate-a-Payment-Gateway-
Into-a-Website
20. Latest Technologies - Chatbots, Handouts* Students shall understand Latest 2
AI, Machine Learning, Voice technologies being deployed for
based and Image based Search. Digital Marketing
AR and VR
Note : Individual Faculty may select topics on which Flipped Videos are going to be shared

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.
 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 and may be
considered based on merits of the case. The decision of the faculty shall be final and binding. 
 
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 CLO2 -PLO3 ( to be considered for AOL Assessment)

 PLO3: Apply relevant conceptual frameworks to business situations.
Competencies Traits/Performance Indicators (PI)
Apply knowledge of disciplinary or 3.1 Gather relevant information and reflect and
interdisciplinary theory and frameworks to comprehend business situations.
business situations. 3.2 Select and use relevant concepts and frameworks
to business situations.

Traits Below Expectations Meets Expectations Exceeds Expectation

(weightage%) 0-14
Gather Relevant Struggles to pinpoint
Information (10%) the information
needed. Gathers
information from one
source. Minimal
evidence of
search/selection
criteria.
Select and Use Has limited knowledge
Relevant on selecting and using
Concepts and relevant concepts and
Frameworks frameworks. Requires
(90%) extensive assistance in
selecting relevant
concepts and
frameworks.
15-27
Clearly identifies the
information required.
Gathers information from
multiple valid and reliable
sources. Evidence of
search/selection criteria.
Selects and uses relevant
concepts and frameworks.
Requires minimal assistance
in choosing relevant
concepts and frameworks.
28-40
Demonstrates a sophisticated
understanding of what
information is needed.
Gathers extensive information
from a variety of valid and
reliable sources including
journals, texts, etc., specific to
the subject. Clear evidence of
search/selection criteria.
Selects and uses relevant
concepts and frameworks.
Needs no assistance in
selecting relevant concepts
and frameworks.

Case/Campaign Analysis and Individual Assignment CLO1 –PLO3

PLO 6: Exhibit innovative and creative thinking

Competencies
Be able to apply imagination, creative thinking,
and initiative to generate new ideas for the
purpose of addressing needs or solve problems.
Traits/Performance Indicators (PI)
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
(30%) 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

Research Has conducted minimal or
stakeholders’ minimally effective
perspectives for research; stakeholders’
using them in the perspectives may be based
solution (30%) on some unvalidated
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;
sustainable the proposed solution does
solution (40%) not respond directly to or is
out of sync the
stakeholders’ needs.
Has conducted some
research to develop a
stakeholder model or
pattern and has made
some minor adjustments
to the solution based on
what was learned from
this research.
Solution is an
improvement upon
existing approaches and
demonstrates potential to
have real impact on the
problem. There may be
still be some details to
work out in terms of
developing a prototype or
market test for the
solution.
deeply connected and
responsive to multiple
dimensions of the
identified need.
Has conducted excellent
research to understand
perspectives of multiple
stakeholders, effectively
incorporating them into
the solution and making
significant adjustments
along the way
Solution is
fundamentally
distinctive from existing
approaches. It could be
viably implemented and
sustained in the real
world; idea generates
enthusiasm from
potential stakeholders.

Team Project : CLO3 – PLO2

PLO2: Demonstrate ability to work in teams to achieve desired goals.

Competencies Traits/Performance Indicators (PI)
Be able to participate collaboratively and 2.1 Working with others: Shares with, and supports the
responsibly in teams and contribute positively to efforts of others. Implements the norms of practice
achieve common goals. (e.g. rules, roles, charters, agendas, etc.) of effective
team work to accomplish a goal.
2.2 Contribution: Routinely provides useful ideas when
participating in groups.
2.3 Attitude: Never publicly critical of the work of
others. Always has a positive attitude about the tasks

Rubrics

Traits Below Expectations Meets Expectations Exceeds Expectation

0-7 8-13 14-20
Working with Rarely listens to, shares Usually listens to, shares, Almost always listens to,
others (20%) with, and supports the with, and supports the shares with, and supports the
efforts of others. efforts of others. efforts of others.

Often is not a good team Tries to keep people working

player well together.
Contribution Rarely provides useful Usually provides useful Routinely provides useful
(40%) ideas when participating ideas when participating in a ideas when participating in a
in a group task. group task. group task.
 May refuse to A strong group member A leader who contributes a lot
participate who tries hard of effort
Attitude Is often publicly critical Is rarely publicly critical of Is never publicly critical of the
(40%) of the project or the the project or the work of project or the work of others.
work of other members others.
of the group.Is often Always has a positive attitude
negative about the Often has a positive attitude about the task(s)
task(s) about the task(s)

10. Digital Marketing Footnotes :

A. What Should Students Learn :
Key advantages of Digital, How Digital is a great equalizer, possible pitfalls
B. What students are prepared for
Google Adwords, Social Media Campaign Launch, SEO
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