L T P/ S SW/F W Total Credit Units

Course Title: Fundamentals of Digital Marketing
L T P/ SW/F TOTAL
Course Level: UG S W CREDIT
Course Type: Credit Units: 3 UNITS
Course Code: 3 - - 3
Course Objectives:
 This course is aim to produce graduates with a broad range of digital marketing, in addition to an in-depth understanding of how digital
marketing is revolutionizing the current industry.
 The focus of the course is on how to make students more effective in how they conduct business in the digital age. This requires a fundamental
understanding of the technologies and platforms that form the backbone of electronic commerce.
Pre-requisites:
Basic knowledge of E-Commerce
Student Learning Outcomes:
After completion of this course, students will be able to:
 Learn the basics of digital marketing and the importance of the offer
 Learn through doing how to use new media such as mobile, search and social networking
 Learn the measurement techniques used in evaluating digital marketing efforts.
 Understand how and why to use digital marketing for multiple goals within a larger marketing and/or media strategy
 Understand the major digital marketing channels - online advertising: Digital display, video, mobile, search engine, and social media
 Learn to develop, evaluate, and execute a comprehensive digital marketing strategy and plan
 Explore the latest digital ad technologies
Course Contents/Syllabus:
Weightage (%)
Module I: Introduction to Digital Marketing 20
What is Digital Marketing? Types of Digital Marketing; The 7 C’s of Digital Marketing; The Digital Revolution in
Media Industries…and Who’s Next?; Digital media Vs Traditional media; , Digital Marketing Planning.
Module II: : Search Engine Optimisation & Search Marketing (PPC) 15

Search Engine Optimisation :Site Supports, Sitemaps, XML Sitemap, Webmaster Tools, Website Engagement, User
Experience, User Engagement, Site Speed, 404 errors.
Search Marketing (PPC):Quality score explained, conversion tracking, Understanding CPA Issues, Ad positioning
strategy Bidding approaches.
Module III: : Digital Display Marketing 15
How to find suitable websites, researching publishers and websites, Google Display Planner tool, publisher and website
resources, match audience with publisher
Module IV: Email Marketing, Social Media Marketing and Mobile Marketing 35
Email Marketing : When to Deliver, Email Reports and Analytics

Social Media Marketing : Google+, Circles, Google+ Hangouts, Google+ Communities, +1 Button Google+ Definition,
Google+ Chat, Google+ Business Pages, Google+ Plugins
Mobile Marketing : mobile search analytics, in-app analytics, mobile site analytics, flurry, distimo, google, analytics
dashboard, mCommerce, voice input, geo-location, privacy, data protection, copyrights, information sources, mobile
events.
Module V: Analytics and Strategy & Planning 15
Analytics - PPC conversion rate?, PPC Geo Locations, PPC Ecommerce report, What PPC phrases are working?, PPC
phrases assisting conversions, PPC Analysis,Strategy & Planning
Pedagogy for Course Delivery:
To clear the basic concepts objective type questions will be discussed in the class. Presentations will be given to the students to enhance their development
skills.
Assessment/ Examination Scheme:
Theory L/T (%) Lab/Practical/Studio (%) Total
100% - 100%
Theory Assessment (L&T):
Continuous Assessment/Internal Assessment End Term
Examination
Components
(Drop down)
Mid-Term Assignments/Presentations Quiz Attendance
Exam
Weightage (%)
10% 10% 5% 5% 70%
Text & References:
Text & References:
 Audience: Marketing in the Age of Subscribers, Fans and Followers [Kindle Edition] by Jeffrey K. Rohrs.
 Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Paperback – Import, 3 Jun 2014 by Damian
Ryan
 The Art of Social Media “Power Tips for Power Users” by Guy Kawasaki and Peg Fitzpatrick
Any other Study Material:
 http://digitalmarketinginstitute.com/subject-matter-experts/barry-adams
 http://digitalmarketinginstitute.com/topics/introduction-to-digital-marketing
 http://digitalmarketinginstitute.com/courses/pay-per-click-marketing-google-adwords

L T P/ S SW/F W Total Credit Units

Uploaded by

L T P/ S SW/F W Total Credit Units

Uploaded by

Course Title: Fundamentals of Digital Marketing

Student Learning Outcomes:

After completion of this course, students will be able to:

Module II: : Search Engine Optimisation & Search Marketing (PPC) 15

Module III: : Digital Display Marketing 15

Email Marketing : When to Deliver, Email Reports and Analytics

Module V: Analytics and Strategy & Planning 15

Pedagogy for Course Delivery:

Theory L/T (%) Lab/Practical/Studio (%) Total

Text & References:

Text & References:

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