Introduction to Digital Marketing Evolution of Digital Marketing from traditional to modern era, Role of Internet; Current trends, Info-graphics, implications for business & society; Emergence of digital marketing as a tool; Drivers of the new marketing environment; Digital marketing strategy; P.O.E.M. framework, Digital landscape, Digital marketing plan, Digital marketing models.
Internet Marketing and Digital Marketing Mix – Internet Marketing, opportunities and challenges; Digital marketing framework; Digital Marketing mix, Impact of digital channels on IMC; Search Engine Advertising: - Pay for Search Advertisements, Ad Placement, Ad Ranks, Creating Ad Campaigns, Campaign Report Generation Display marketing: - Types of Display Ads - Buying Models - Programmable Digital Marketing - Analytical Tools - YouTube marketing.
Social Media Marketing – Role of Influencer Marketing, Tools & Plan– Introduction to social media platforms, penetration & characteristics; Building a successful social media marketing strategy Facebook Marketing: - Business through Facebook Marketing, Creating Advertising Campaigns, Adverts, Facebook Marketing Tools Linkedin Marketing: - Introduction and Importance of Linkedin Marketing, Framing Linkedin Strategy, Lead Generation through Linkedin, Content Strategy, Analytics and Targeting Twitter Marketing: - Introduction to Twitter Marketing, how twitter Marketing is different than other forms of digital marketing, framing content strategy, Twitter Advertising Campaigns Instagram and Snapchat: - Digital Marketing Strategies through Instagram and Snapchat Mobile Marketing: - Mobile Advertising, Forms of Mobile Marketing, Features, Mobile Campaign Development, Mobile Advertising Analytics Introduction to social media metrics
Introduction to SEO, SEM, Web Analytics, Mobile Marketing, Trends in Digital Advertising– - Introduction and need for SEO, How to use internet & search engines; search engine and its working pattern, On-page and off-page optimization, SEO Tactics - Introduction to SEM Web Analytics: - Google Analytics & Google AdWords; data collection for web analytics, multichannel attribution, Universal analytics, Tracking code Trends in digital advertising.
Social Media Channels:
Introduction, Key terms and concepts, Traditional media vs Social media. Social media channels: Social networking. Content creation, Bookmarking & aggregating and Location & social media. Tracking social media campaigns. Social media marketing: Rules of engagement. Advantages and challenges.
Social Media Strategy:
Introduction, Key terms and concepts. Using social media to solve business challenges. Step-by-step guide to creating a social media strategy. Documents and processes. Dealing with opportunities and threats. Step-by-step guide for recovering from an online brand attack. Social media risks and challenges
Question Paper Pattern:
• The Question paper will have TEN questions
• Each full question will be for 20 marks
• There will be 02 full questions (with maximum of four sub questions) from each module.
• Each full question will have sub questions covering all the topics under a module.
• The students will have to answer FIVE full questions, selecting one full question from each module.
Textbooks
1. Seema Gupta “Digital Marketing” Mc-Graw Hill 1st Edition – 2017
References
1. Ian Dodson “The Art of Digital Marketing” Wiley Latest Edition
2. Puneet Singh Bhatia “Fundamentals of Digital Marketing” Pearson 1st Edition – 2017
3. Prof. Nitin C. Kamat, Mr.Chinmay Nitin Kamat Digital Social Media Marketing Himalaya Publishing House Pvt. Ltd. Latest Edition
Course Outcomes:
CO1: Demonstrate the key concepts related to e-marketing for the given case.
CO2: Demonstrate the use of different electronic media for designing marketing activities.
CO3: Analyze the role of search engine in improving digital marketing
CO4: Analyze role of social media marketing for the given problem
CO5: Analyze technical solutions to overcome social media threats