SVKM’s Narsee Monjee Institute of Management Studies

School of Branding and Advertising

Program: PGD In Digital Media & Marketing Communications Semester : 01

Course/Module : Introduction to Digital Media Module Code:

Teaching Scheme Evaluation Scheme

Term End
Lecture Practical Tutorial Internal Continuous
Examinations (TEE)
(Hours (Hours (Hours per Credit Assessment (ICA)
per week) per week) week)
(Marks 50
(Marks 50 )
in Question Paper)
03 03 Marks Scaled to Marks Scaled to 50
50
Pre-requisite: Graduate in any discipline. Digital reading of news, social media posts and emails.

Objectives: This course introduces fundamentals and concepts of Indian digital media. It
encompasses the historic journey to the present digital age. Platforms, tools, and processing of
the industry will be acquired through this course.

Outcomes:

After completion of the course, students would be able to:

1: Accurately define the digital media ecosystem

2: Adapt with the skills needed to be a digital media professional

3: Interpret social media platforms in terms of content and marketing

4: Evaluate the digital media planning procedures

5: Process modern formats better

Detailed Syllabus: ( per session plan )

Unit Description Duration

1 Indian media and Digitization 02

The journey from Print to TV and Digital. How did the shift happen? The changes in
content, marketing and business models
 SVKM’s Narsee Monjee Institute of Management Studies

School of Branding and Advertising

2 What is Digital media, role, and benefits 02

The definition of digital media, its role in communications in modern society,

the growth story. Understanding various digital platforms. Benefits and
future trends

3 Introduction to the Digital Marketing Landscape 02

Definition, various channels, techniques, and tools to outreach to customers
through paid and organic marketing processes. Different types of landscapes
– Analytics, Content, CRM and Channels, changing spheres.
4 Types of Digital Media 04
TV, digital images, digital video, video games, web pages and digital data
and databases, digital audio such as MP3, electronic documents, and
electronic books.

5 Websites 04
News – legacy and independent, business, entertainment
The planning, design, news meetings, organisation structure, content focus,
social media promotion

6 Social Media 07
LinkedIn, Instagram, FB and YouTube – Understanding the changing natures
of these platforms, dos and don’ts in content, promotion, demographics,
psychographics, business pages.

7 Email & SMS 02

Writing – content, context and promotion tactics

8 Mobile Apps 04
Types of mobile apps – Importance of apps, types of apps - hybrid, native,
web apps, how to develop a mobile app, case studies

9 Modern Formats (AR, 3D) 02

 SVKM’s Narsee Monjee Institute of Management Studies

School of Branding and Advertising

Elements of Augmented reality, types of AR, difference between AR and VR.

Understanding a 3D model and use of 3D in digital marketing

10 Digital Audio 04
Podcasting. What is a podcast. Elements of a podcast, types of podcasts, skills
to be a good podcaster, business models of a podcast, case studies

11 Digital Media planning and buying 04

What the digital media planning and buying, strategies in negotiations,
choice of channels, package deals – local, national and global.

12 Digital Media analytics and tools 04

What is digital analytics – Role of a digital analytic, types of analytics -
descriptive, diagnostic, predictive, and prescriptive. How to use them? What
is digital analytic strategy

Total 45

Text Books:
1: Richard Greshon, Digital Media and Innovation, Sage, 1st Edition, March 2016
2: Ronald Geskey, Media planning and buying in 21st century, 2020 Marketing
Communications, 2nd Edition, January 2013
3: Brian Caroll, Writing and Editing for Digital Media, Routledge; 4th Edition, February 2014

Reference Books:

1: Susan Lake; Karen Bean May, Digital Media Concepts And Applications, Cengage Learning,

3rd Edition, February 2013

2: Eric Schmidt and Jared Cohen, The New Digital Age: Reshaping the Future of People,
Nations and Business, John Murray, 1st Edition, March 2013

Any other information :

Total Marks of Internal Continuous Assessment (ICA): 50 Marks

Distribution of ICA Marks:

 SVKM’s Narsee Monjee Institute of Management Studies

School of Branding and Advertising

Description of ICA Marks

Group project 20
Assignment 20
Term work 10
Total Marks : 50

_________ ____________
Signature Signature
(Prepared by Concerned Faculty/HOD) (Approved by Dean)