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Marketing Specialization: Sub Committee For Curriculum Development

This document outlines a proposed 2-credit course on digital marketing. The course aims to help students assess, analyze, compare, and evaluate digital marketing tools and strategies to develop effective digital marketing plans. It will use pedagogical methods like case studies, projects, and workshops. The course covers topics such as search engine marketing, mobile marketing, social media marketing, email marketing, and ethics. Student evaluation will include hands-on assignments.

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Siddhant Singh
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48 views4 pages

Marketing Specialization: Sub Committee For Curriculum Development

This document outlines a proposed 2-credit course on digital marketing. The course aims to help students assess, analyze, compare, and evaluate digital marketing tools and strategies to develop effective digital marketing plans. It will use pedagogical methods like case studies, projects, and workshops. The course covers topics such as search engine marketing, mobile marketing, social media marketing, email marketing, and ethics. Student evaluation will include hands-on assignments.

Uploaded by

Siddhant Singh
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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Sub Committee for Curriculum Development

Marketing Specialization
Course Name: Digital Marketing

Course Code: T2139

Number of Credits: 2

Course Code – MM P 027

Course Range –700-899

Level – 5

Learning Objective(s): After the completion of this course the students shall be able to:

1. Assess and analyse Internet marketing and further utilize it for marketing
communication options.
2. Compare and contrast different tools and techniques available for Digital marketing
and suggest in final marketing strategy .
3. Evaluate and prepare digital marketing strategies using latest trends.

Pedagogy:

 Case Studies.
 Industry / Field Visits.
 Assignments.
 Projects.
 Workshops.

Pre-learning: None

Course Outline

S.No Topic Hours


1 An Introduction Of Marketing On The Internet: 4
Environment Of Web-Based Marketing,
Fundamentals Of Internet: Understanding Of Its
Operations, Management, The Web-Based System
And The Wireless System, Concept Of Users, Linking
Marketing To The Web.
Web-Based Marketing Mix/Internet Marketing Mix:
Product, Price, Place And Promotion.

2 Digital Marketing Communication Tools 4


Interactive online advertising

 Using online ads to drive site traffic and build


brands
 Overview of the ad formats available and how
best to use them creatively
 Buying online media for interactive
advertising and the different buying models
 To understand and appraise online media
schedules

3 Search engine marketing 4

 Search engine marketing and its importance to


online success.
 Understanding the differences between search
engines, directories and pay per click
advertising
 Key strategies and tactics to maximize search
engine effectiveness
 Introduction to pay per click advertising
 Google Adwords
 Strategies and tactics to maximize search
engine effectiveness

4 Mobile marketing 4

 Overview of the different mobile access


technologies
 Consumer and corporate applications of
mobile marketing
 Buying mobile marketing services and
customer data
 Key factors in designing and managing mobile
marketing campaigns
 Essential mobile campaign metrics

5 Social Media Marketing 4


 Use of Facebook as marketing tool
 Facebook Ads
 Use of Linkedin for Business
 Linkedin Ads
 Twitter for promoting business.

6 Microsite Marketing 4

 Microsite marketing
 Microsite as a e-campaigning essential
 Microsite as a Brand positioning tool

Blogging

 Exploring blogging as an marketing tool


 Blogging as a effective digital marketing
element
 Blogging as a interactive internet marketing
tool

Email and viral marketing

 Permission marketing
 Acquiring names and email lists
 Testing email for continuous improvement
 E-newsletters and other email formats
 Steps to create a successful viral campaign
 Broadcast and delivery considerations

7 4
Creating the ideal online campaign plan

 Best practice approaches to online campaign


planning
 Determine the appropriate level of spend, mix
and sequence of e-marketing tools
 Campaign, offer and messaging strategy
 Campaign timing and integration issues
 Supplier selection for the different digital
marketing campaign elements

8 Ethics of Internet Marketing 2

 Dos and Don’ts in internet marketing


 Some ethical practices used globally

Books Recommended

1. Internet Marketing: Foundations and Applications; Siegel, Carolyn; 2nd edition;


Houghton Mifflin; 2006; ISBN 0-618-51999-8;
2. Ward Hanson: Principles of Internet Marketing, 1st edition and 2nd edition, Thomson
3. E-Marketing: 2nd edition, Judy Strauss, Raymond Frost
4. The Internet Marketing Plan: A Practical Handbook for Creating, Implementing and
Assessing Your Online Presence , Kim M. Bayne

Suggested Evaluation Methods:

 Hands on assignments.

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