SVKM’s Narsee Monjee Institute of Management Studies

Name of School – SCHOOL OF BRANDING AND ADVERTISING

Program: BBA (Branding & Advertising) Semester : III
Course/Module : Introduction to Digital Marketing Module Code:
Teaching Scheme Evaluation Scheme

Internal Continuous Term End Examinations

Lecture Practical Tutorial (TEE)
(Hours (Hours (Hours Credit Assessment (ICA)
(Marks- 50 in Question
per per per (Marks - 50) Paper)
week) week) week)
4 4 Marks Scaled to 50 Marks Scaled to 50
Pre-requisite: NIL
Objectives:
 Develop digital marketing strategies by setting up their own marketing framework of business
goals, market insights, customer journey, marketing channels, and marketing objectives.
 Plan effective marketing content and channels that can maximize the ROI of their marketing
campaigns.
 Analyze their audience and marketing performance along with newly emerging marketing
technologies to upgrade their marketing strategies.
 Create a marketing campaign using the most effective channel to achieve their marketing
objectives on popular marketing platforms such as Facebook and Google Ads.
Outcomes:
After completion of the course, students would be able to :
 Explain emerging trends in digital marketing and critically assess the use of digital marketing
tools by applying relevant marketing theories and frameworks.
 Interpret the traditional marketing mix within the context of a changing and extended range of
digital strategies and tactics.
 Demonstrate cognitive knowledge of the skills required in conducting online research and
research on online markets, as well as in identifying, assessing and selecting digital market
opportunities.
Detailed Syllabus: ( per session plan )

Unit Description Duration

1 Basics of Digital Marketing 2
Definition, Process,
Difference Between Digital Marketing and Traditional Marketing, Advantages 2
of Digital Marketing
Need, Scope, History of Digital Marketing, 2
Approaches to Digital Marketing, 2
Digital marketing framework; Digital Marketing mix, 2
Introduction to tools of Digital Marketing 2
2 Search Engine Optimization 2
SEO-Concept, Meaning, Importance,
SERP, Website Development tools, 2
Basics of Search Engine, How Search Engine Works, 2
What are keywords? Different types of keywords, 3
Process of SEO, Introduction to On Page SEO and Off Page SEO 3
 SVKM’s Narsee Monjee Institute of Management Studies
Name of School – SCHOOL OF BRANDING AND ADVERTISING
3 Social Media Marketing 6
Introduction to Social Media Marketing,
Social Media Platforms-Facebook, Twitter, LinkedIn, YouTube, Instagram.
Merits and Demerits of Social Media Platforms
4 Content Marketing 6
Basics of Content Writing, what is Content Marketing? Use of Content
Marketing, Objective and Process of Content Marketing, Successful Content
Marketing Campaigns
5 Search Engine Marketing 3
Basics of Search Engine Marketing,
Introduction to Online Advertising –Types & Benefits of Display and Text 3
Ads,
Basics of Google Ads, 3
Meaning of -PPC, CPC, CPA, CPM, CPA, CPL etc. 3
6 Tools in Digital Marketing 2
Social media marketing tools: Sprout Social, Audience
E-mail marketing tools: HubSpot, SendGrid, Moosend 2
SEO (search engine optimization) tools: Ahrefs, Clearscope, SEMRush 2
Conversion optimization tools: Unbounce, Optimizely, Hotjar 2
Lead enrichment tools: Clearbit, Datanyze 2
Landing page and lead capture tools: OptiMonk, Typeform 2
Total 60
Text Books:
1. Ian Dodson, The Art of Digital Marketing, Wiley, 1st Edition, January 2016
2. Seema Gupta, Digital Marketing, Mc-Graw Hill, 3rd Edition, August 2022
3. Amresh Bharati, Digital Marketing, Invincible Publication, December 2022
Reference Books:
1. Dr. Ragavendra K and Shruthi P, Digital Marketing, Himalaya Publishing House Pvt. Ltd., 1st
Edition, 2016
2. Philip Kotler, Marketing 4.0 – Moving from Traditional to Digital, Wiley, April 2017
Any other information :

Details of Internal Continuous Assessment (ICA): 50 Marks

Test I: 10
Test II: 10
Term Work: 30
Details of Term Work: Assignments, Viva, Presentations

Signature Signature
(Prepared by Dr. Anirrban Ghosh) (Approved by Dr. Anirrban Ghosh)