Digital Marketing Management

Paper Code: 
MAM 323
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

  1. This paper has been designed to acquaint students with the basic understanding about digital Marketing

Course Outcomes (COs):

Course

Course outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code-

 

Paper Title

 

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.

 

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

 

12.00
Unit I: 
Introduction to Digital Marketing

Introduction to Digital Marketing: Meaning and its Significance, Traditional Marketing Vs Digital Marketing, Digital Marketing Process
Digital Marketing Channel.

12.00
Unit II: 
Social Media Marketing and Optimization (SMM):

Social Media Marketing and Optimization (SMM): Types of Social Media- Facebook, Instagram, Youtube, Linkedin, Twitter, Google Business(Map)

12.00
Unit III: 
Search Engine Optimization

Search Engine Optimization: On page optimization, Off page optimization, Key Word Research, Competitor Analysis
Web Analytics: Introduction, Purpose and Significance, Google Analytics, Dashboard.

12.00
Unit IV: 
Website Designing

Website Designing: Website Planning and Development, Types of websites, Understanding Domain and Webhosting, Creating a Blog

12.00
Unit V: 
Emerging Concepts in Digital Marketing

Emerging Concepts in Digital Marketing :
Content Marketing, Affiliate Marketing, Buzz & Viral Marketing, Google Adwords, Google Adsense, Email Marketing.

Essential Readings: 

• 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

Academic Year: 
2020-2021
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