DIGITAL MARKETING

Paper Code: 
BSG 617 (B)
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

COURSE OUTCOMES (COs):

Course Outcomes

Learning and teaching strategies

Assessment Strategies

 
 

CO 237: To apply the essential definitions concepts, model and various types of advertising

CO 238: To evaluate various advertising campaign planning process, objectives and message design

CO 239: To analyze about advertising budget, media planning and factors affecting selection of media

CO 240: To give insight about advertising effectiveness, audit and role of agency.

CO241: To remember about sales promotion and its various techniques of consumer and industrial promotion.

Approach in teaching:

Lectures, Discussion, PPT, Assignments, Handouts

 

Learning activities for the students:

Self-learning assignments, Role plays, presentation, case study discussions.

Quiz

Class Test

Assignments

Individual projects

Semester End Examination

  

 

9.00
Unit I: 
Introduction of the Digital Marketing:
 
• Meaning, Definition, Significance
• Traditional versus Digital Marketing
• Digital Marketing Process - Audience, Visibility, Conversion, Leads, Retention, Traffic, Engagement
 
9.00
Unit II: 
Search Engine Optimization (SEO):
 
• Introduction, Search Engine Works and Importance, 
• Keywords (Definition, types and functions)
• Content Planning
• Contents Tools
• Content Writing
• Content Relevance and importance
9.00
Unit III: 
Google Analytics:
 
• Introduction and Significance Google Analytics 
• Interface and Setup
• Understanding Goals and Conversions
9.00
Unit IV: 
Internet and Websites:
 
• Internet, Importance and Significance, Present Scenario, 
• Website - types and function, 
• Purpose of website, Domain (Name, URL and Extension)
9.00
Unit V: 
Marketing through digital Platforms:
 
• SMS Marketing - SMS  (Definition, types, importance),
• Email-Marketing - Definition, Types and significance, Bulk Emails, Mail merge
• Whatsapp Marketing - Whatsapp-app definition, App-importance and its relevance, Whatsapp groups, Whatsapp broadcasting
• Social Media Marketing – Concept of Facebook and messenger, Google+, Twitter, Instagram, Linkendin, Tumblr, Pinterest
 
Essential Readings: 
• Swaminathan T. N. and Karthik Kumar, Digital Marketing: From Fundamentals to Future, Cengage
• Kapoor Neeru, Fundamentals of Digital Marketing, Pinnacle, Pinnacle learning
• Pradhan, Swapna, Retail Management, Tata McGraw-Hill Publishing
• Levy, Michael and Weitz, Barton A., Retailing Management, Tata McGraw-Hill Publishing Company Ltd., New Delhi, 2003
 
 
References: 
 
• Kingsnorth Simon, Digital Marketing Strategy: An Integrated Approach to Online Marketing
• Mc Gruer Dawn, Dynamic Digital Marketing, Wiley Publisher
• Bhatia Singh Puneet, Fundamentals of Digital Marketing, Pearson Publishers
• Sudharshan, R., Prakash, Ravi S., Sarma, Subrahamanya M., Retail Management: Principles and Practices, New Century publications, 2007
 
e-RESOURCES
 
JOURNALS
• Harvard Business Review
• Marketing Management
• Indian Journal of Marketing
• Consumer Behaviour
 
 
Academic Year: 
2022-2023
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