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Digital Marketing: Learning Objectives

The document outlines the content of a course on digital marketing. The course aims to help students understand different types of digital media and how to strategize and execute digital marketing campaigns. The content includes introductions to search engine optimization, search engine marketing, social media marketing, display advertising, video advertising, blog marketing, email marketing, mobile marketing, and e-commerce strategies. Assessment and analytics of digital marketing campaigns on platforms like Google, Facebook, and mobile are also covered.

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yash_28
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46 views

Digital Marketing: Learning Objectives

The document outlines the content of a course on digital marketing. The course aims to help students understand different types of digital media and how to strategize and execute digital marketing campaigns. The content includes introductions to search engine optimization, search engine marketing, social media marketing, display advertising, video advertising, blog marketing, email marketing, mobile marketing, and e-commerce strategies. Assessment and analytics of digital marketing campaigns on platforms like Google, Facebook, and mobile are also covered.

Uploaded by

yash_28
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Digital Marketing

Learning Objectives:
1. To understand the new media, Different types, their strengths and the way customer
interacts with new / digital media.
2. To develop the skills to strategize and execute campaigns on new / digital media

No Content
1. Introduction to digital marketing types of digital media, industry trends, Indian
media spends, comparison with traditional media
2. Customer consumption trends of digital media Role of digital media in consumer
decision making process Behavioural and Contextual targeting
3. Search Engine Optimization (SEO)
Need for SEO
Strategies
Method
Integration with Google Analytics, analysis of reports and metrics
4. Search Engine Marketing (SEM)
Importance and need
Campaign strategy
Identifying keywords and their configurations
Creating AdWords campaigns
Assess campaign using AdWords analytics reports
5. Social Media Marketing
Introduction & comparison of various Social Media (including subscriber
base, features, popularity etc.)
Social Media Marketing strategies with examples/ cases
Content Strategy for various social media
Creating Campaign on Social media (Facebook)
Assessment of campaign using Facebook analytics
6. Display advertising
Video advertising - types and their effectiveness, Blog marketing
7. Pricing Models
Cost per Click (CPC)
Cost per thousand Impression (CPM)
Cost per acquisition (CPA)
Relevance of each in different situations
Prevention of click frauds
8. Email Marketing
Trends, types, Challenges
Planning & designing campaign
Assess effectiveness of the campaign using various metrics

9. Mobile Marketing
Market size, growth etc.
Applications
Coupons
Gamification
Mobile wallets
QR codes
USSD
SMS
10. E-commerce
Understand trends and profile of e-commerce players
Use of e-tailers for promotion and distribution of brands
Strategies used by Ecommerce players

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