COURSE

Digital Marketing & Digital Ecosystem CREDITS 3

TITLE
COURSE COURSE
MGT 3083 Elective L-T-P 2-0-1
CODE CATEGORY
LEARNING
Version 1.0 Approval Details BTL-4
LEVEL
ASSESSMENT SCHEME
Semester
During Semester Assessment (DSA) End
Examination
Practical Assessment DSA Components Attendance SEE

20% 25% 5% 50%

The commercial, social and intellectual potential that digital technologies give marketers today is
unparalleled in human history. Through the next few years, there would be an all-embracing alteration of
the way humankind, consumers and organizations conduct themselves in their lives, driven by the
internet, the smart phone and other such new-age connected devices. The digital media technologies that
have evolved during the last few decades have created many fascinating and innovative ways to provide
customer value.
Digital marketing helps to create consumer demand by using the power of the interconnected, interactive
Course web and other devices. Apart from enabling the exchange of currency, it enables the exchange of
attention for value.
Description
Another significant transformation in the digital marketing conduct also shows the emergence of greater
price transparency.
Digital marketing is formidable in two elementary ways. First, the audience can be segmented very
precisely; thus the key marketing messages could and would be personalized and customized specially
for the respective target audience members. Second, the digital sphere is almost completely measurable.
In digital, you can accurately evaluate how various campaigns are performing and providing the ROMI.
This course, therefore, takes the students through a comprehensive understanding of the digital
marketing function and related strategies.
• Implementing marketing strategies using digital marketing tools
• Understanding different social media platforms and leveraging them to reach the target groups
with effective digital advertising campaigns
Course
• Understanding the buying models in display advertising
Objective
• Understanding the search engine marketing concepts to launch paid search campaigns
• Learning the fundamentals related to mobile marketing, including location-based targeting
• Understanding web analytics and metrics for launching effective digital marketing strategies
• Introduction; Understand how display advertising works, including that on YouTube.
• Learn the functions of search engines and understand how paid search campaigns are developed
Course and launched.
Outcome • Learn social media marketing concepts vis-à-vis Facebook, Instagram, Twitter, LinkedIn and
Snapchat and understand how the platforms are leveraged by marketers to promote their
products and services.
 • Learn how marketers create and launch location-based campaigns using text, voice and rich
media.
• Learn how web properties are optimized for business advantage
• Learn web analytics (Google Analytics) and metrics that are used by marketers to measure the
performance of their campaigns.

Prerequisites: Basic Knowledge of Advertising

CO, PO AND PSO MAPPING

COURSE PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO PSO1 PS02 PSO3 PSO4
OUTCOMES 8
(CO)
CO-1 1 2 - - 2 2 - - 2 3 - 3

CO-2 1 1 - - 1 2 - - 2 3 - 3

CO-3 1 1 - - 1 2 - - 2 3 - 3

CO-4 1 1 - - 2 2 2 - 2 3 - 3
CO-5 1 1 - - 2 - - - 2 3 - 3
CO-6 1 1 - - 2 - - - 2 3 - 3
1: Weakly related, 2: Moderately related and 3: Strongly related
MODULE 1: Introduction (1.5 Hours)
CO-1
Digital Marketing practices; skill required, planning.

MODULE 2: Display Advertising (6 Hours)

CO-1
Types; Buying models; Display Campaign Workflow; Programmatic Advertising; Youtube Advertising.

MODULE 3: Search Engine Advertising (4.5 Hours)

CO-2
Paid Search; Understanding Ad Rank; Enhancing the Ad Campaign

MODULE 4: Social Media Marketing (6 Hours)

CO-3
Building a Successful Strategy; Advertising on Facebook & Instagram, Twitter, LinkedIn, Snapchat

MODULE 5: Mobile Marketing (3 Hours)

The Toolkit; Features CO-4
MODULE 6: Search Engine Optimization (4.5 Hours)
The Concept; SEO Phases; On-page Optimization; Off-page Optimization; Social Media Reach; Avoiding
CO-5
Black Hat Techniques; White Hat Techniques
MODULE 7: Web Analytics (4.5 Hours)
Key Metrics: Behavior Analysis, Outcome Analysis, Experience Analysis; Multichannel Attribution; CO-6
Tracking Codes; Google Analytics
TEXT BOOKS
Essential Reading:
Digital Marketing by Seema Gupta-McGraw-Hill Education
REFERENCE BOOKS
1. Strategy, Implementation and Practice, Dave Chaffey, Fiona Ellis- Chadwick, Kevin Johnston, Richard Mayer, Pearson
Higher Education
2. Strategic Digital Marketing 2013 Edition; Eric Greenberg, Alexander Kates, McGraw-Hill Education
3. Understanding Digital Marketing 2nd Edition; Damian Ryan and Calvin Jones, Kogan Page India
4. Digital Marketing, Godfrey Parkin; New Holland Publishers Ltd.
5. Quickwin Digital Marketing, Homlon, Akins, Phi Learning
6. Emarketing Excellence 4th Edition, Dave Chaffey, Routledge
7. The Best Digital Marketing Campaigns in the World I & II, Damian Ryan, Calvin Jones, Kogan Page India
8. Digital Marketing for Everyone: Connect with Your Customers, Grow Your Business & Demystify Social Media,
Eric Morrow, Createspace
9. Digital Marketing Manual: Jargon Free Guides to Online Sales, MR Will Rowan, Createspace
10. Niche Dominance: Creating Order Out of Your Digital Marketing Chaos, V. Michael Santoro, John
11. Fundamentals of Digital Marketing, Puneet Bhatia, Pearson
12. Introduction to Programmatic Advertising, Dominik Kosorin
13. Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers, Mike Smith,
AMACOM
14. Ad Serving Technology: Understand the marketing revelation that commercialized the Internet, Gregory Cristal
15. Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and
Students
16. Digital Marketing Strategy: An Integrated Approach to Online Marketing
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Practical Work & Evaluation:

Category Instructions Time frame Evaluation

Project Work

Softcopy of Report to be sent to the Course Instructor

Interim Report 10 Hours 10 Marks
through MS teams on
 - Conceptual Framework

Methodology & Data Collection

Softcopy of Report to be sent to the Course Instructor

through MS teams on
Final Report & Final Consolidated Report including
20 Hours 10 Marks
Viva Voce
- Data Analysis & Interpretation

Viva Voce will be conducted online

Total 30 Hours 20 Marks

ASSESSMENT RUBRICS

Project Rubric

Excellent Average Below average

Interim reporting (10 marks)
(An individual report is to be submitted followed by an individual presentation)
Excellent: 7-10; Average 3-6; Below Average 0-2
Lessons • The individual had a • The individual had a • The individual had a
Learned level of engagement level of engagement level of engagement
that demonstrated a that demonstrated to that did not
strong commitment to some extent a demonstrate a
the project and learning commitment to the commitment to the
outcome. project and learning project or the learning
• The opinion of the outcomes. outcomes.
individual is evident. • The level of analysis • Conclusions simply
and reflection could involved restating
have been deeper. information without
reflective thought.
Final reporting (10 marks)
(A final group report is to be submitted followed by a group presentation)
Excellent: 5; Average 3-4; Below Average 0-2
Content (5 • The report contained an • The report contained • hard to understand the
marks) abundance of material material to support the underlying logical and
which clearly related to main arguments, but: flow of ideas.
the main topic. • not all material clearly • Major aspects of the
• External research was related to the main analysis or
used to justify topic recommendations were
arguments or solutions. • the report was absent.
• The report was original appropriate and • No external research
meeting the valuators was used to justify
expectations arguments or solutions.
Speaking • Team members had • Team members were • Team members were
Skills and clear articulation. mostly audible and/or often inaudible and/or
Participatio • Every team member fluent on the topic, but: hesitant and relied
n (5 marks) spoke and participated heavily on notes.
 at a very high and • not all team members • A high level of
balanced level. spoke and/or discomfort with public
• Speakers demonstrated participated in a high speaking was exuded.
enthusiasm and and balanced level; • did not hold audience
confidence • speakers demonstrated attention.
• presented in a creative fair level of • The presentation went
way that held audience enthusiasm; light over the time allotted.
attention. discomfort with public
• The presentation fit speaking and/or
into the time allotted. • presentation only
somewhat held
audience attention.