Digital Marketing

Paper Code: 
24DBSG703
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

The objective is to equip the students with the understanding of digital marketing principles, strategies and tools which will help them to design implement and analyze effective digital marketing campaigns.

 

Course Outcomes (COs):

Course

CourseOutcomes

Learning and teachingstrategies

AssessmentStrategies

Course  Code

Course  Title

24DBSG703

 

Digital Marketing

(Theory)

 

CO193: Developacomprehensiveunderstandingofconceptofdigitalmarketing

CO194: Implementtheconceptofsearchengineoptimization

CO195: Analysetheapplicationofgoogleanalyticsbased onneed.

CO196: Analysethefunctionofdifferenttypesofwebsites

CO197: Apply the concept of SocialMediaMarketing.

CO198: Contribute effectively in course-specific interaction.

 

Approach in teaching:Interactive Lectures,Practicals in Labs,Discussion, Power PointPresentations, Informativevideos

 

Learning activities forthestudents:

Self-learning assignments,Effective questions,presentations,

Preparation of Websiteand application of tools,Quiz, PosterPresentations,

Power PointPresentations, Individualand group projects,Open Book Test,Semester EndExamination

 

12.00
Unit I: 
Introduction of the Digital Marketing
  • Meaning,Definition,Significance
  • TraditionalversusDigitalMarketing
  • EmergenceofDigitalMarketing
  • DigitalMarketingTools
  • ConsumerbehaviouronDigitalPlatforms
  • DigitalMarketingProcess-Audience,Visibility,Conversion,Leads,Retention,Traffic,Engagement
  • DigitalMarketingStrategy–ConceptandSignificance

 

 

12.00
Unit II: 
SearchEngineOptimization(SEO)
  • IntroductionofSEO
  • WorkingofProminentSearchEngineGoogleAlgorithm(Crawling,Indexing,Ranking)
  • Keywords(ImportanceandTypes),
  • Content Marketing – Meaning, Significance, Types, Content Planning, Contents Tools, ContentWriting,Content Relevance,UseofAI towriteContent

 

 

12.00
Unit III: 
GoogleAnalytics

                                                                                  

  • IntroductionandSignificanceGoogleAnalytics
  • InterfaceandSetup
  • UnderstandingGoals–Types
  • GoalConversions
  • OtherToolsforDigitalMarketingAnalytics

 

 

12.00
Unit IV: 
Internet and Websites
  • Internet,ImportanceandSignificance,PresentScenario
  • EvolutionofWebsites
  • Website–FunctionandTypes
  • Domain-Name,URLandExtension
  • ImportanceofDomainName

 

 

12.00
Unit V: 
Marketing through Digital Platform

 

  • SMS Marketing-Definition,types,importance
  • Email-Marketing-Definition,Types and significance,Bulk Emails,Mail merge
  • Whatsapp Marketing - Whatsapp-app definition, App-importance and its relevance, Whats app groups,Whats app broadcasting,
  • Social Media Marketing–Features of Facebook,Google+,Twitter,Instagram,Linkendin,Pinterest

 

Essential Readings: 
  • Swaminathan T. N. and Karthik Kumar, Digital Marketing: From Fundamentals toFuture,Cengage
  • KapoorNeeru,FundamentalsofDigitalMarketing,Pinnacle,Pinnaclelearning

 

 

References: 

SUGGESTED READINGS

  • KingsnorthSimon,DigitalMarketingStrategy:AnIntegratedApproachtoOnlineMarketing
  • McGruerDawn,DynamicDigitalMarketing,WileyPublisher
  • BhatiaSinghPuneet,FundamentalsofDigitalMarketing,PearsonPublishers

 

e-RESOURCES:

 

REFERENCEJOURNALS:

  • HarvardBusinessReview
  • InternationalJournalofInternetMarketingandAdvertising
  • JournalofDigitalandSocialMediaMarketing

 

 

 

Academic Year: 
2024-2025
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