MKTM511:MARKETING MANAGEMENT-II

L:2 T:1 P:0 Credits:2

Course Outcomes: Through this course students should be able to

CO1 :: evaluate the role of digital marketing in contemporary business environments and assess
the effectiveness of various digital marketing channels

CO2 :: develop a comprehensive digital marketing strategy, incorporating content marketing,

social media, and search engine optimization (SEO)

CO3 :: use Microsoft Excel for marketing analytics, including data collection, interpretation, and
decision-making
CO4 :: integrate data-driven insights into marketing decision-making processes and optimize
marketing campaigns for maximum ROI

CO5 :: develop and manage digital advertising campaigns, understanding the principles of pay-
per-click (PPC) and display advertising

Unit I
Communicating value : role of marketing communications, marketing communication mix,
developing effective communications and measuring communication results., managing the integrated
marketing communication process, developing and managing advertising program, sales promotions,
public relations, direct marketing, personal selling, digital communications
Unit II
Digital marketing strategy : content marketing and storytelling, building blocks of digital
marketing, mapping a customer journey, foundations of content marketing, creation of content plan,
finding relevant content ideas, effective storytelling and measuring content effectiveness
Unit III
Search Marketing : enhancing the organic search preferences, researching keywords, using
keywords to improve website searchability, link building strategies, creating a pay per click
advertising campaign, measuring campaign effectiveness
Unit IV
Marketing analytics : customer lifetime prediction, customer segmentation with RFM,
recommendation engines through association rules, marketing mix modelling, predictive analytics in
marketing, market basket analysis
Unit V
Digital advertising : Pay-Per-Click (PPC) advertising, display advertising, social media advertising,
mobile advertising
Unit VI
Marketing mix in Digital World : product through customer co creation, decoy products, sharing
economy, doppelganger brands, product placement in retail, RFM analysis, market basket analysis,
recommendation engines through association rules, new pricing models: pay what you want,
freemium

Text Books:
1. DIGITAL MARKETING A PRACTICAL APPROACH by ALAN CHARLESWORTH, ROUTLEDGE

References:
1. MARKETING MANAGEMENT by PHILIP KOTLER AND KEVIN LANE KELLER, Pearson
Education India

Session 2023-24 Page:1/2

Session 2023-24 Page:2/2