Digital Marketing

Paper Code: 
24DBSG713
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: 

Course

Course Outcomes

Learning and teaching strategies

Assessment Strategies

Course  Code

Course  Title

24DBSG713

 

Digital Marketing

(Theory)

 

CO253: Develop a comprehensive understanding of concept of digital marketing

CO254: Implement the concept of search engine optimization

CO255: Analyse the application of google analytics based on need.

CO256: Analyse the function of different types of websites

CO257: Apply the concept of Social Media Marketing.

CO258: Contribute effectively in course-specific interaction.

 

Approach in teaching: Interactive Lectures, Practicals in Labs, Discussion, Power Point Presentations, Informative videos

 

Learning activities for the students:

Self-learning assignments, Effective questions, presentations,

Preparation of Website and application of tools, Quiz, Poster Presentations,

Power Point Presentations, Individual and group projects, Open Book Test, CA Test, Semester End Examination

 

12.00
Unit I: 
Introduction of the Digital Marketing:
  • Meaning, Definition, Significance
  • Traditional versus Digital Marketing
  • Emergence of Digital Marketing
  • Digital Marketing Tools
  • Consumer behaviour on Digital Platforms
  • Digital Marketing Process - Audience, Visibility, Conversion, Leads, Retention, Traffic, Engagement
  • Digital Marketing Strategy – Concept and Significance

 

12.00
Unit II: 
Search Engine Optimization (SEO)
  • Introduction of SEO
  • Working of Prominent Search Engine Google Algorithm (Crawling, Indexing, Ranking)
  • Keywords (Importance and Types),
  • Content Marketing – Meaning, Significance, Types, Content Planning, Contents Tools, Content Writing, Content Relevance, Use of AI to write Content

 

12.00
Unit III: 
Google Analytics
  • Introduction and Significance Google Analytics
  • Interface and Setup
  • Understanding Goals – Types
  • Goal Conversions
  • Other Tools for Digital Marketing Analytics

 

 

12.00
Unit IV: 
Internet and Websites
  • Internet, Importance and Significance, Present Scenario
  • Evolution of Websites
  • Website – Function and Types
  • Domain -Name, URL and Extension
  • Importance of Domain Name

 

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, Whatsapp groups, Whatsapp broadcasting,
  • Social Media Marketing – Features of Facebook, Google+, Twitter, Instagram, Linkendin, 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

 

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

 

e-RESOURCES:

 

REFERENCE JOURNALS:

  • Harvard Business Review
  • International Journal of Internet Marketing and Advertising
  • Journal of Digital and Social Media Marketing

 

 

 

 

 

 

Academic Year: 
2024-2025
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