Rishabh Shekhar

Assistant Professor
SCMS Nagpur

Session plan presentation

 List of subject allocated
• 1. T2471 - Introduction to Digital Marketing (3 credits) - Semester IV

• 2. T2339- Introduction to Entrepreneurship (2 credits) - Semester IV ( Section C)

• 3. T2719- Elementary Retail Marketing (3 credits) - Semester VI

 T2471 - Introduction to Digital Marketing-
Course outcomes
Course Outcome (CO) 1 To enable students to understand the role of Internet as a medium of communication.

Course Outcome (CO) 2 To enable students to analyze the approaches for designing a digital plan.

Course Outcome (CO) 3 To enable the students to apply the innovative strategies developed by firms for social media marketing

Course Outcome (CO) 4 To enable the students to evalute and gain insight on online advertising

Course Outcome (CO) 5 To enable the students to analyze and evaluate the mobile and Email Marketing Campaigns
T2471 - Introduction to Digital Marketing
Book name

• Digital Marketing : Strategy, Implementation and Practice, Dave Chaffey, Fiona

Ellis-Chadwick Pearson Publication, 5th Edition Jul 2012

• Understanding Digital Marketing: Marketing Strategies for Engaging the

Digital Generation by Damian Ryan , Calvin Jones, Publisher: Paperback, 2nd
edition 2012
T2471 - Introduction to Digital Marketing
Unit no Source of contents

The internet as a medium of communication and how the digital media

differs from traditional mass media.

Approaches used for developing a digital marketing plan

Web Site Best Practices - Navigation & Usability, Design &

Presentation, Content, E-commerce. The issues related to creating,
branding and maintaining a website in an effective manner

Social Media, Conversations, Community & Content - What

is Social Media? Marketing Through Social Media: Blogs, Podcasts,
Wikis, Video; Social Networks, Online Communities & Virtual Worlds
Unit no Source of contents

The Importance & Power Of Search - Search Engine Visibility -Search

Engine Marketing

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

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

Mobile and email marketing campaigns – developing customer

engagement strategies to target the right customers with suitable
offers

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

channel Marketing strategies
List of case studies/ Sources
 Innovative pedagogy
• Role-play

• Survey study/Fieldwork

• Video-based presentations

• Conduction of Polls
Internal components assessment for internal
marks

• 1. Group presentation task

• 2. Mid Term exams

• 3. Surprise test- Quiz

T2719- Elementary Retail Marketing-
Course outcomes
T2719- Elementary Retail Marketing- Book name
• 1. Levy M. And Weitz B.A (2012), Retailing Management, 5th ed., Tata McGraw Hill.

• 2. Pradhan, S.( 2007), RETAILING MANAGEMENT : TEXT & CASES , Mcgraw Hill

• 3. Berman B. Evans J. R. (2004), Retail Management, 9th Edition, Pearson Education.

• 4. Bajaj C; Tuli R., Srivanstava N.V. (2005), Retail Management, Oxford University Press,
Delhi.

• 5. Dunne P.M, Lusch R.F. and David A. (2002), Retailing, 4th ed., South-Western, Thomson
Learning Inc
T2719- Elementary Retail Marketing
Unit no Source of contents

Definition, importance and scope of Retailing;

Evolution of Retail Competition,- The Wheel of
Retailing, the Accordion, the Retail Life Cycle;
Emerging Trends in Retailing; The Retail Scenario in
India; Retail Formats.

Strategy And Planning :Understanding the Retail

Consumer ,Retail Strategy, Store Site Selection , Retail
Franchising ,Store Design and Layout; Visual 10
Academic Year 2013-14 Page 2 of 2 Merchandising and
Displays
Unit no Source of contents

Merchandise Management: Basics of Retail

Merchandising , The Process of Merchandise Planning ,
The Methods of Merchandise Procurement, Retail
Pricing and Evaluating Merchandise Performance,
Private Labels, Category Management Retail
communication Mix; Promotional Strategy; Customer
Service, The GAPs Model, Customer Relationship
Management

Retail Selling Skills -Pre-check, Opening the Sale,

Probing, Demonstration, Trial Close Handling Objections,
Closing, Confirmations & Invitations

Retail Management Information Systems; Retail Audits;

Online Retailing; Global Retailing; Legal and Ethical
Issues in Retailing.
 List of case studies/ Sources
• 1.
 Innovative pedagogy
• Role-play

• Survey study/Fieldwork

• Video-based presentations

• Conduction of Polls
Internal components assessment for internal
marks

• 1. Group presentation task

• 2. Mid Term exams

• 3. Surprise test- Quiz

Thank you