Syllabus (COMPUTER APPLICATION)

Course Type: ME-8

Semester: 7

Course Code: BBCAMEB47C

Course Title: Digital Marketing

(L-P-Tu): 3-1-0

Credit: 4

Practical/Theory: Combined

Course Objective: Course Objectives: Global Business is increasingly confronted with the need to participate and manage in a real-time digital environment. Hence businesses need to consider how to take advantage of digital technologies as a tool and potential imperative for competitive advantage and whether their current marketing strategies are coherent with strategies for the digital market. Designed to provide students with a comprehensive understanding of the impact of marketing in the digital environment, Digital Marketing targets the Web, mobile, iPads as well as social media in the context of both their technological underpinnings and facilitation of delivery mechanisms. Students investigate globalisation, adaptation, and real-time communication issues together with new forms of segmentation and an entire new paradigm of understanding consumer in this rapidly changing digital environment.

Learning Outcome: Course outcomes: On successful completion of the course students will be able to: 1. Analyse the confluence of marketing, operations, and human resources in real-time delivery. 2. Demonstrate cognitive knowledge of the skills required in conducting online research and research on online markets, as well as in identifying, assessing and selecting digital market opportunities. 3. Explain emerging trends in digital marketing and critically assess the use of digital marketing tools by applying relevant marketing theories and frameworks. 4. Investigate and evaluate issues in adapting to globalised markets that are constantly changing and increasingly networked. 5. Interpret the traditional marketing mix within the context of a changing and extended range of digital strategies and tactics. 6. Comprehend the importance of conversion and working with digital relationship marketing; and 7. Analyse cross-cultural and ethical issues in globalized digital markets.

Syllabus:

Unit 1: Theory Credit: 3 (L 45)

Introduction to Digital Marketing: Fundamentals of Digital marketing & Its Significance, Traditional marketing Vs Digital Marketing, Evolution of Digital Marketing, Digital Marketing Landscape, Key Drivers, Digital Consumer & Communities, Gen Y & Netizen’s expectation & influence wrt Digital Marketing. The Digital users in India, Digital marketing Strategy- Consumer Decision journey, POEM Framework, Segmenting & Customizing messages, Digital advertising Market in India, Skills in Digital Marketing. [L 8]

Social Media Marketing: Fundamentals of Social Media Marketing & its significance, Necessity of Social media Marketing, Building a Successful strategy: Goal Setting, Implementation. Major Social Media Platforms for Marketing (Facebook Marketing: Facebook for Business, Facebook Insight, Facebook audience & types, LinkedIn Marketing: Importance of LinkedIn presence, LinkedIn Strategy, Content Strategy, LinkedIn analysis, Targeting, Ad Campaign, Instagram marketing), Developing Data-driven Audience & Campaign Insights; Social Media for Business; Creation & Optimization of Social Media Campaigns. [L 9]

Use the internet for promotion using digital marketing Communications: Search engine marketing (SEM): definition of SEM, definition of search engine Optimization (SEO); advantages and disadvantages of SEO; SEO & Business Objectives; Writing SEO Content; On-site & off-site SEO; Optimize Organic Search Ranking, Paid search engine marketing, pay per click advertising (PPC); landing pages; long Tail concept; geo-targeting e.g. Google Ad Words; opt in email and email Marketing. Market research. Customer relationship Marketing, Internet communities. [L 9]

Advertising Tools & Its Optimization (Objective: How to create effective Ad Words campaign & Advertising Positioning with respect to the Digital marketing): Digital Advertising, Different Digital Advertisement, Performance of Digital Advertising:- Process & players, Display Advertising Media, Digital metrics. Buying Models- CPC, CPM, CPL, CPA, fixed Cost/Sponsorship, Targeting:- Contextual targeting, remarking, Demographics, Geographic & Language Targeting. Display adverting, Buying Models, different type of ad tools, Display advertising terminology, types of display ads, different ad formats. [L 10]

Design a Digital Marketing Plan: Design digital marketing plan, SWOT, situational analysis, key performance Indicators in internet marketing, Digital Landscape, P-O-E-M Framework. Segmenting and Customising Messages. Digital Advertising Market in India.

[L 9]

Unit II: Digital Marketing Lab Credit: 1 (L 30)

Facebook Marketing: Setting up Facebook Advertising Account, Designing Facebook Advertising campaigns, Facebook Avatar, Apps, Live, Hashtags, Facebook Analytics, Payment modes, LinkedIn Marketing: LinkedIn analysis, Targeting, Ad Campaign, Instagram marketing YouTube Advertising:- YouTube Channels, YouTube Ads, Type of Videos, Buying Models, Targeting & optimization, Designing & monitoring Video Campaigns, Display campaigns. Google Adwards or pay per click marketing.

Reading References:

1. Digital Marketing by Seema Gupta (IIM-B)
2. Digital Marketing: Strategy, Implementation & Practice by Dave Chaffey & Fiona Ellis-Chadwick
3. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation – Damian Ryan and Calvin Jones