Course Objectives:
Course Outcomes (COs):
Course |
Course outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code-
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Paper Title
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CO 102.Comprehend the importance of conversion and working with digital relationship marketing CO 103.Demonstrate and identifying, assessing and selecting digital market opportunities. CO 104.Explain emerging trends in digital marketing and critically assess the use of digital marketing tools by applying relevant marketing theories and frameworks. CO 105.Investigate and evaluate issues in adapting to globalised markets that are constantly changing and increasingly networked. CO 106.Interpret the traditional marketing mix within the context of a changing and extended range of digital strategies and tactics.
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Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study, Practical demonstration
Learning activities for the students: Self-learning assignments, presentations, exercises |
Class test, Semester end examinations, Quiz, Practical Assignments, Presentation |
Introduction to Digital Marketing: Meaning and its Significance, Traditional Marketing Vs Digital Marketing, Digital Marketing Process
Digital Marketing Channel.
Social Media Marketing and Optimization (SMM): Types of Social Media- Facebook, Instagram, Youtube, Linkedin, Twitter, Google Business(Map)
Search Engine Optimization: On page optimization, Off page optimization, Key Word Research, Competitor Analysis
Web Analytics: Introduction, Purpose and Significance, Google Analytics, Dashboard.
Website Designing: Website Planning and Development, Types of websites, Understanding Domain and Webhosting, Creating a Blog
Emerging Concepts in Digital Marketing :
Content Marketing, Affiliate Marketing, Buzz & Viral Marketing, Google Adwords, Google Adsense, Email Marketing.
• Digital Marketing for Dummies by By Ryan Deiss and Russ Hennesberry, 2017
• Fundamentals Of Digital Marketing 2nd Edition by Puneet singh Bhatia, PEARSON INDIA, 2019
• Google AdWords for Beginners: A Do-It-Yourself Guide to PPC Advertising by Cory Rabazinsky, 2015