DIGITAL MARKETING

Paper Code: 
MCA 421D
Credits: 
04
Periods/week: 
04
Max. Marks: 
100.00
Objective: 

Course Objectives:

This course enables the students to

  1. Demonstrate important concepts like SEO (Search engine Optimization, what is On page optimization, Off page optimization
  2. Analyse and apply key concepts related to digital marketing including consumer behavior, online marketing communications, and social media marketing.
  3. Design Reports and evaluation criterias.  
  4. Comprehend the importance of conversion and working with digital relationship marketing.

 

Course Outcomes(COs):

Learning Outcome (at course level)

Learning and teaching strategies

Assessment Strategies

CO168. 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.

 

CO169. Design Email Campaigns and Apply Email Marketing strategies for Lead Generation.

 

CO170. Propose and promote Posts, videos and Ad on various Social Media Platforms and analyze the impact of Social Media marketing in realtime.

 

CO171. Develop expertise on  Google Adwords, understanding its Pricing Models and Bid strategy, designing Ad Campaigns and promoting it.

Approach in Teaching:

Interactive Lectures, Discussion, Tutorials, Reading Assignments,

Demonstration, Presentations,

Team Teaching

 

Learning activities for the students:

Self-learning  assignments, activities, Effective questions,

Simulation, Giving tasks

  • Assignments
  • Written test in classroom
  • Classroom Activity
  • Continuous Assessment
  • Semester End Examination

 

12.00
Unit I: 
Digital Marketing Fundamentals

Marketing v/s Sales, Marketing Mix and 4 Ps, What is Digital Marketing, Inbound vs Outbound Marketing, Content Marketing, Understanding Traffic, Understanding Leads, Strategic Flow for Marketing Activities

 

12.00
Unit II: 
Website Planning and Structure

WWW, Domains, Buying a Domain, Website Language & Technology, Core Objective of Website and Flow, One Page Website, Google Analytics, Tracking Code, Website Auditing  

Search Engine Optimization:Overview, how Search Engine works, Keywords, Keywords, titles, meta tags, On page optimization techniques, Off page Optimization techniques, SEO Audit & Future of SEO

 

 

12.00
Unit III: 
Email Marketing:

Content Writing, Email Machine – The Strategy, Email Frequency, Triggers in Email using 4Ps, Sequence of Email Triggers, Email Software and Tools, Importing Email Lists, Planning Email Campaign, Email Templates and Designs, Sending HTML Email Campaigns, WebForms Lead Importing, Integrating

Landing Page Forms Campaign Reports and Insights, Segmentation Strategy Segmentation, Lists AutoResponder Series Triggering Auto – Responder Emails

 

12.00
Unit IV: 
Social Media Optimization (SMO)

Introduction , Advanced Facebook Marketing, Word Press Blog Creation, Twitter Marketing, LinkedIn Marketing, Google Plus Marketing, Instagram, Social Media Analytical Tools, Scheduling Posts, Social media Events, Reply and Message. Social media Ad Campaigns: Organic v/s Paid, Ad Objective Performance Matrix , Ad Components, YouTube Marketing:Channel Links, Channel Keywords, Branding Watermark, Uploading Videos, Featured Contents on Channel

 

12.00
Unit V: 
Google Adwords

Basics, Google Ad Types, Pricing Models, PPC Cost Formula, Ad Page Rank, Billing and Payments,

Adwords User Interface, Keyword Planning, Keywords Control, Creating Ad Campaigns, Creating Text Ads, Creating Ad Groups, Bidding Strategy for CPC

 

ESSENTIAL READINGS: 
  • Ian Dodson, “The Art of Digital Marketing ”, Wiley, 2018
  • Seema Gupta, "Digital Marketing" Mc-Graw Hill, 1st Edition, 2017  

 

REFERENCES: 
  • Puneet Singh Bhatia, "Fundamentals of Digital Marketing", Pearson, 1st Edition, 2017
  • Vandana Ahuja, "Digital Marketing", Oxford University Press, 2015
  • Philip Kotler, "Marketing 4.0: – Moving from Traditional to Digital",  Wiley, 2017

 

Academic Year: 
2021-22
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