DIGITAL MARKETING LAB

Paper Code: 
24MCA422D
Credits: 
02
Periods/week: 
04
Max. Marks: 
100.00
Objective: 

The course enables the students to

  1. This course enables the students to
  2. Investigate the key issues and themes in the adoption and application of digital marketing to business;
  3. Explore tactical and operational challenges facing firms in implementing digital marketing strategies;
  4. Develop skills in digital marketing and social media marketing;
  5. 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.


 

 

Course Outcomes: 

Course

Learning Outcome (at course level)

 

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

24MCA 422D

 

 

Digital Marketing Lab

(Practical)

 

 

  1. Develop reflective skills on learning and experiences from a practical implementation of a SEO on Web Application.
  2. Evaluate and apply key concepts related to digital marketing including consumer behaviour, online marketing communications, and social media marketing.
  3. Create tactical marketing decisions as a group considering effective product, pricing, distribution and promotion decisions as necessary to meet the needs of a client brief.
  4. Reflect on the practical implementation of Ad Campaigns on various platforms of social media and to critically analyze their performance using different tools.
  5. Compare the impact of digital marketing strategies and tactics over the traditional marketing mix within the context of changing technology scenarios
  6. Contribute effectively in course-specific interaction

Approach in teaching:

Interactive Lab Sessions,

Modelling, Discussions, implementing enquiry based learning, student cantered approach

 

Learning activities for the students:

Experiential Learning, Discussions, Lab Assignments, Learning through Real life data centric problems

  • Lab Assignments
  • Practical Record
  • Continues Assessment
  • Semester End Examination

 

Contents

Search Engine Optimization
Blogs Creation
Website Analytics and Auditing
Social media Ad Structure
FaceBook Campaigns
YouTube Marketing
Email Marketing                                                                                                               Google Adwords

REFERENCES: 

E-Resources:

  1. Digital Marketing (MOOC): https://www.mooc-list.com/tags/digital-marketing
  2. Digital Marketing(EdX) : https://www.edx.org/learn/digital-marketing
  3. Fundamentals of Digital Marketing (Google):
    1.  https://learndigital.withgoogle.com/digitalunlocked/course/digital-marketing
  4. Digital Marketing (Sawayam): https://onlinecourses.swayam2.ac.in/cec20_mg29/preview
  5. Fundamentals of digital marketing: https://learndigital.withgoogle.com/digitalgarage/course/digital-marketing

Journal:

  1. Journal of Digital & Social Media Marketing: https://www.henrystewartpublications.com/jdsm
  2. International Journal of Online Marketing (IJOM):https://www.igi-global.com/journal/international-journal-online-marketing/41737
  3. International Journal of Internet Marketing and Advertising : https://www.inderscience.com/jhome.php?jcode=ijima
  4. Journal of Internet Commerce: https://www.tandfonline.com/toc/wico20/current
  5. International Journal of : Recent Technology and Engineeringhttps://www.tandfonline.com/toc/wico20/current

 

 

Academic Year: 
2024-25
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