Sub Committee for Curriculum Development: Marketing

Format to submit syllabus

Course Name: Introduction to Digital Marketing
Course Code: T2471
Course Code: MM U052
(UG/PG): UG
Number of Credits: 3
Level: 300 -499

Learning Objective(s):
1. Learn the concepts related to digital marketing and understand how they are used by
marketers.
2. To know the major online advertising approaches.

Expected Outcome(s):

1. Students will develop a good understanding of the various approaches used in digital marketing
2. Students will be able to comprehend how the strategies related to digital marketing are
practiced by marketers

Pedagogy:
1. Lectures
2. Interactive discussions on customer relationship management strategies
3. Case study discussions

Pre-learning:
Fundamentals of Marketing

Academic Year 2013-14 Page 1 of 2

 S.No. Topic Hours
The internet as a medium of communication and how the digital media
1. differs from traditional mass media. 4

Approaches used for developing a digital marketing plan

2. 4

Web Site Best Practices - Navigation & Usability, Design & Presentation,
Content, E-commerce. The issues related to creating, branding and
3. maintaining a website in an effective manner 6

Social Media, Conversations, Community & Content - What is Social

Media? Marketing Through Social Media: Blogs, Podcasts, Wikis, Video;
6
Social Networks, Online Communities & Virtual Worlds
4.
The Importance & Power Of Search - Search Engine Visibility -Search Engine
5. Marketing 4

What Is Online Advertising? 'Traditional' online ads - Banners, Buttons and

Pop-Ups; Rich Media advertising; Pricing Models & Delivery Options;
6. Targeting the right customer using suitable online methods 6

Mobile and email marketing campaigns – developing customer engagement

7. strategies to target the right customers with suitable offers 4

Viral, Buzz Marketing & Word-of-Mouth; Media Allocations; Cross-channel

8. Marketing strategies 4

9. Case studies 7

Suggested Books / Reading Material:

1. Digital Marketing : Strategy, Implementation and Practice, Dave Chaffey, Fiona Ellis-
Chadwick
Pearson Publication, 5th Edition Jul 2012
2. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation by Damian Ryan , Calvin Jones, Publisher: Paperback, 2nd edition 2012

Suggested Evaluation Methods:

 Assignments
 Case presentations
Academic Year 2013-14 Page 2 of 2
 Name of Dr. Kaushik Dr. Olive Dr Vandana
Member Mukherjee
Designation

Org. / Inst. SIBM SCMS SIOM

Signature

Name of the Expert:

Signature:

Date:

Academic Year 2013-14 Page 3 of 2