MBA (Marketing Elective) Digital Marketing

Course Objectives
This course aims to impart an in-depth perspective into Digital Marketing, and prepare students for its
fast-paced world. The approach of the course is to place it in the context of fundamental marketing
concepts, and to delve in detail into the specifics of what constitutes digital marketing. The course will be
of value to all marketing professionals, and especially to those who may wish to work in or start a
primarily Internet based business.

Unit I: Introduction to Digital marketing (10 sessions)

History of digital marketing - digital marketing for the 21st century, Importance and scope of
digital marketing; How web sites works – dynamic, static, blogs: search engines and types of
search engines – meta, crawler, directories; How to create a blog.

Unit II: Concepts of Digital marketing (15 sessions)

Search engine optimization marketing, Online advertisement, Affiliate, Social media, Analytics.
Introduction to Search Engines: Google guidelines, Best Practices, Quality guidelines, Design
guidelines; Search engine page results – familiarizing Google results. How Google works:
Search engine ranking methods, Techniques to get on top of Google, Meta tags best practices

Unit III: Social Media (10 sessions)

Introduction to social media, Examples of social media, Uses of social media, How companies
use social media, Impact of social media in search Benefits of social media: Case studies of
social media, SEO for social media, How to get started in social media. Social media profile
creation and optimization. Online Ads – How online ads work : Interactive ads, Creative ads,
Google Ad words, Online ad methods, Types of online advertisements, Face book ads, LinkedIn
ads, Video ads, Text ads, Image ads, Local ads, Content network ads, Best practices, Campaign
set up, Billing, Budget, Segment, Audience Effective Ads: Calculating ROI, Budget, How to
choose your ad partner, Blogging for businesses Creative‘s & Content: Designing, Content
development, Optimizing your ads, A/B testing, Conversion optimization, Landing page creation
and optimization Face book strategy: Identify goals, Find Influencers, Understand tone
(listening), Activation. How Face book advertisement works: The 3 R’s – Reporting, Results &
Reallocation, Measuring ROI in Face book ads, Insights and Analytics for Face book Twitter
Management: Twitter for business, Step by step instructions to Twitter, Key Definitions You
Tube: You Tube branding, You Tube Ads, Getting started guide

Unit IV (5 sessions)

Digital Marketing Management : Role of web marketing manager, Web marketing department
structure, Roles and responsibilities, Job description, Targets, goals. Digital Marketing Plan:
Goals, objectives, KPI‘s, Market research, Value creation process. Strategic web marketing plan,
Budgeting, Channel, Online Reputation Management: Brand management, Tools to monitor
online brand reputation, Communication online best practices, Online press releases, Online
newspaper, magazine ads, Google, Yahoo news

Suggested Readings

1. Zimmerman Jan, Sahlin Doug; Social media marketing, All-in-one for dummies, Wiley
India
2. Dave Evans., Susan Bratton, (2008). Social Media Marketing: An Hour a Day. ,2nd
edition, Wiley
3. Dave Evans., Susan Bratton, (2010). Social Media Marketing: The Next Generation of
Business Engagement. Wiley
4. Your Google Game Plan for Success: Increasing Your Web Presence with Google
AdWords, Analytics and Website Optimizer, Joe Teixeira, Wiley 2010
5. E- Business and E-Commerce Management Strategy, Implementation & Practice by Dave
Chaffey, Pearson