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Digital Marketing Class Notes

This document outlines the course objectives, outcomes, syllabus, and suggested readings for a digital marketing course. The objectives are to explain digital marketing concepts, demonstrate online marketing tools, and illustrate designing digital marketing strategies. Upon completing the course, students will be able to describe digital marketing concepts, assess online marketing tools, examine consumer online journeys, and design digital marketing strategies. The syllabus covers introduction to digital marketing, e-marketing, digital marketing tools, and designing digital marketing strategies. Suggested reading materials are also provided.

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Jai Kumar
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28 views

Digital Marketing Class Notes

This document outlines the course objectives, outcomes, syllabus, and suggested readings for a digital marketing course. The objectives are to explain digital marketing concepts, demonstrate online marketing tools, and illustrate designing digital marketing strategies. Upon completing the course, students will be able to describe digital marketing concepts, assess online marketing tools, examine consumer online journeys, and design digital marketing strategies. The syllabus covers introduction to digital marketing, e-marketing, digital marketing tools, and designing digital marketing strategies. Suggested reading materials are also provided.

Uploaded by

Jai Kumar
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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Course Objectives

1. To explain the concepts related to digital marketing.


2. To demonstrate tools used for online marketing.
3. To illustrate the processes involved in designing the digital marketing strategy.
Course Outcomes

Upon successful completion of the course the student will be able to:
1. Describe the concepts related to digital marketing.
2. Assess online marketing tools.
3. Examine online consumer journey.
4. Design digital marketing strategy.

Syllabus

Unit I Introduction to digital marketing

Overview of digital marketing, evolution, drivers, application, benefits; internet marketing;


business models; e-commerce; digitized value chain; integrated marketing communication.

Unit II E-marketing

E-marketing and CRM, online advertising, sales and trade promotion, digital marketing
optimization, online marketing mix, segmentation, targeting, positioning, online value, online
consumer journey, online branding, traffic building.

Unit III Digital marketing tools

Content marketing; online communities; mobile marketing; augmented, virtual and mixed
reality; social networks; search engine, website, email, gamification, blogs.

Unit IV Digital marketing strategy

Digital marketing framework, internal assessment, objectives planning, roadmap, designing


communication mix, online lead management, campaign management, managing revenue,
implementation challenges.

Suggested Readings

1. Puneet Singh Bhatia (2020), Fundamentals of Digital Marketing, 2nd Edition, Pearson.
2. Vandana Ahuja (2018), Digital Marketing, Oxford University Press.
3. Annmarie Hanlon (2019), Digital Marketing, Strategic Planning & Integration, Sage.
4. Dinesh Kumar (2021), Marketing in the Digital Age, Sage.

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