DIGITAL MARKETING

Paper Code:

MCA 421D

Credits:

Periods/week:

Max. Marks:

100.00

Objective:

Course Objectives:

This course enables the students to

Understand Digital Marketing SMART (Specific, Measurable, Achievable, Relevant and Time Related) objectives
Explain the role and importance of digital marketing in a rapidly changing business landscape
Learn important concepts like SEO (Search engine Optimization, what is On page optimization, Off page optimization, and you also learn how to prepare a reports
Evaluate and apply key concepts related to digital marketing including consumer behavior, online marketing communications, and social media marketing
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

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.
Understand the significance of SEO, Analytics for Website Planning and Promotion.
Design & Create Email Campaigns and Apply Email Marketing strategies for Lead Generation.
Promote Posts, videos and Ad on various Social Media Platforms and analyze the impact of Social Media Marketing in real-time.
Gain 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 Auto-Responder 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:

Essential Readings:

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

Suggested Readings:

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

REFERENCES:

E-Resources: