DIGITAL MARKETING

Paper Code: 
DBSG 703
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcomes

Learning and teaching strategies

Assessment Strategies

 
 

The students will be able to –

CO 161: Develop a comprehensive understanding of concept of digital marketing

CO 162: Implement the concept of search engine optimization

CO 163: Analyse the application of google analytics based on need.

CO 164: Analyse the function of different types of websites

CO 165: Apply the concept of Social Media Marketing.

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, 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: 

  

 

 

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:

 

JOURNALS

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

 

 

 

Academic Year: 
2023-2024
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