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Digital Marketing [1]

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

The aim of the Digital Marketing Course is to provide students with the knowledge about business advantages of the digital marketing and its importance for marketing success

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

 

 

 

 

 

BSG 617 B

Digital Marketing

 

 

 

 

 

The students will be able to –

 

CO 221: Develop a comprehensive understanding of digital marketing and its various concept

CO222:Understand the concept of search engine optimization and its functions

CO 223: Student will understand about google analytics and its setup.

CO 224:Acquire knowledge about internet and websites and its various functions and purposes

CO 225: Enhance knowledge about various new concept of SMS, WhatsApp, email, and social media marketing.

Approach in teaching:

 

Interactive Lectures, Discussion, Power Point Presentations, Informative videos

 

Learning activities for the students:

Self learning assignments, Effective questions, presentations,

 

 

Quiz, Poster Presentations,

Power Point Presentations, Individual and group projects,

Open Book Test, 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: 
  1. Swaminathan T. N. and Karthik Kumar, Digital Marketing: From Fundamentals to Future [2], Cengage

         2. Kapoor Neeru, Fundamentals of Digital Marketing, Pinnacle, Pinnacle learning

References: 

1. Kingsnorth Simon, Digital Marketing Strategy: An Integrated Approach to Online Marketing

2. Mc Gruer Dawn, Dynamic Digital Marketing, Wiley Publisher

3. Bhatia Singh Puneet, Fundamentals of Digital Marketing, Pearson Publishers

Academic Year: 
2020-2021 [3]

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Source URL: https://business.iisuniv.ac.in/courses/subjects/digital-marketing-0

Links:
[1] https://business.iisuniv.ac.in/courses/subjects/digital-marketing-0
[2] https://www.amazon.in/Digital-Marketing-Swaminathan-Karthik-Kumar/dp/9353501539/ref=sr_1_1?dchild=1&qid=1606805684&refinements=p_27%3ASwaminathan+T.+N.%2FKarthik+Kumar&s=books&sr=1-1
[3] https://business.iisuniv.ac.in/academic-year/2020-2021