CBCS – 2020 Sem IV- Digital Marketing

SEMESTER -IV
DIGITAL MARKETING

Programme: B. Com (Honours) Max. Hours: 45

Course Code: U20/CHN/SEC/401 Max Marks: 50 (30:20)
Course Type : SEC Hours per week: 3
No. of Credits: 2

Course Objective:

To develop an understanding of the Foundations of Digital Marketing

Course Outcomes:

CO 1: The student will describe and explain the concept and fundamentals of digital
marketing
CO 2: The student will compare and distinguish between the various digital marketing tools
CO 3: The student will be able to identify the basics of web analytics and search engine
optimisation

Department of Commerce, St.Francis College for Women,Hyderabad-16

CBCS – 2020 Sem IV- Digital Marketing

MODULE I: DIGITAL MARKETING FOUNDATIONS 15 Hours

Digital marketing – meaning – role of internet – emergence of digital marketing as a tool -

aligning internet with business objectives - Digital Marketing Strategy – Exploring Digital
Marketing – Strategies in Digital Marketing – Digital landscape, Digitalmarketing plan, Digital
marketing models - User Behaviour &User Experience

MODULE II: DIGITAL MARKETING TOOLS 15 Hours

Email marketing tools and setup – Email marketing segmentation, personalization and mobile
friendly design – Mobile marketing- Content marketing – Blogs for content marketing – Content
marketing for staying relevant – Newsletters for content marketing – Social Media Marketing -
Overview of Facebook, Twitter, LinkedIn, Youtube and Flickr - Building Brand Awareness
Using Social Media - Social Media Management

MODULE III: ANALYTICS 15 Hours

Introduction and need for SEO - search engine and its working pattern, On-page and off-page
optimization, SEO Tactics - Introduction to SEM Web Analytics: Keyword Selection -
Foundations of Analytics- Google Analytics & Google AdWords; data collection for web
analytics, multichannel attribution, Universal analytics, tracking code

Suggested Readings:

1. The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and
2. Measurable Online Campaigns by Ian Dodson, Wiley
3. Fundamentals of Digital Marketing by Puneet Singh Bhatia, Pearson
4. Foundations of Digital Marketing: Dr. K.V. NAgaraj.KUsha Rani - PBP
5. Digital Marketing by Vandana Ahuja, Oxford
6. Digital Marketing by Seema Gupta, McGraw Hill
7. Digital Marketing for Dummies by Ryan Deiss and Russ Henneberry

Department of Commerce, St.Francis College for Women,Hyderabad-16

CBCS – 2020 Sem IV- Digital Marketing

DIGITAL MARKETING

MODEL QUESTION PAPER

Course Code: U20/CHN/SEC/401 Max Marks =30

Credits : 2 Time: 1 Hr

Answer ALL questions 3x10 = 30 Marks

One Question from each module

Department of Commerce, St.Francis College for Women,Hyderabad-16