Subject Name: Digital Marketing

UNIT 1: MARKETING FUNDAMENTALS

STRUCTURE
Unit Objectives

Introduction

Learning Outcomes

1.1 Introduction to Marketing

1.2 Marketing Mix (4Ps)

1.3 Consumer Behaviour

1.4 Market Segmentation

1.5 Product Development and Innovation

1.6 Market Research

1.7 Digital Marketing Integration

1.8 Integration with Traditional Marketing

1.9 Ethical Considerations in Marketing

1.10 Summary

1.11 Keywords

1.12 Short Answer Questions

1.13 Descriptive Questions

1.14 Answer Key

1.15 Suggested Readings and E Resources

UNIT 2: INTRODUCTION TO DIGITAL MARKETING

STRUCTURE
Unit Objectives

Introduction

Learning Outcomes

2.1 Overview of Digital Marketing

 2.2 Significance for Business

2.3 Digital Marketing Channels

2.4 Digital Marketing vs. Traditional Marketing

2.5 Key Digital Marketing Concepts

2.6 Digital Marketing Trends

2.7 Role of Data in Digital Marketing

2.8 Digital Marketing Career Paths

2.9 Ethical Considerations in Digital Marketing

2.10 Summary

2.11 Keywords

2.12 Short Answer Questions

2.13 Descriptive Questions

2.14 Answer Key

2.15 Suggested Readings and E Resources

UNIT 3: SEARCH ENGINE OPTIMIZATION (SEO)

STRUCTURE
Unit Objectives

Introduction

Learning Outcomes

3.1 Introduction to SEO

3.2 On-Page Optimization

3.3 Keyword Research and Implementation

3.4 Meta Tags and Descriptions

3.5 Off-Page Optimization

3.6 Backlink Building

3.7 Social Signals and SEO

3.8 Technical Optimization

3.9 SEO Analytics

3.10 Local and Mobile SEO

 3.11 SEO Tools and Resources

3.12 Ethical SEO Practices

3.13 Summary

3.14 Keywords

3.15 Short Answer Questions

3.16 Descriptive Questions

3.17 Answer Key

3.18 Suggested Readings and E Resources

UNIT 4: WEBSITE OPTIMIZATION AND USER

EXPERIENCE

STRUCTURE
Unit Objectives

Introduction

Learning Outcomes

4.1 Introduction to Website Optimization

4.2 Website Design and Structure

4.3 User Interface (UI) and User Experience (UX)

4.4 Mobile Responsiveness

4.5 Conversion Rate Optimization (CRO)

4.6 A/B Testing for Website Optimization

4.7 Landing Page Optimization

4.8 Call-to-Action (CTA) Strategies

4.9 Summary

4.10 Keywords

4.11 Short Answer Questions

4.12 Descriptive Questions

4.13 Answer Key

4.14 Suggested Readings and E Resources

UNIT 5: WEBSITE AND ONLINE PRESENCE

STRUCTURE
Unit Objectives

Introduction

Learning Outcomes

5.1 Overview of a Business Website

5.2 Elements of a Successful Website

5.3 Basics of Website Optimization

5.4 Domain Selection and Registration

5.5 Hosting Options and Content Management Systems (CMS)

5.6 Website Development Process

5.7 Creating an Online Presence.

5.8 Summary

5.9 Keywords

5.10 Short Answer Questions

5.11 Descriptive Questions

5.12 Answer Key

5.13 Suggested Readings and E Resources

UNIT 6: SOCIAL MEDIA MARKETING

STRUCTURE
Unit Objectives

Introduction

Learning Outcomes

6.1 Overview of Social Media Marketing

6.2 Social Media Platforms: Facebook marketing, Instagram marketing, twitter

marketing, YouTube marketing

6.3 Content Creation and Marketing

6.4 Content Calendar and Planning

 6.5 Community Building and engagement

6.6 Influencer Marketing

6.7 Social Media Trends

6.8 Legal and Ethical Considerations in social media marketing

6.9 Summary

6.10 Keywords

6.11 Short Answer Questions

6.12 Descriptive Questions

6.13 Answer Key

6.14 Suggested Readings and E Resources

UNIT 7: PAID ADVERTISING

STRUCTURE
Unit Objectives

Introduction

Learning Outcomes

7.1 Overview of Paid Advertising

7.2 Paid Search Advertising (PPC)

7.3 Search Engine Marketing (SEM)

7.4 Google Ads

7.5 Bing Ads

7.6 Social Media Advertising

7.7 Facebook Ads, Instagram Ads, Twitter Ads

7.8 Display Advertising

7.9 Banner Ads

7.10 Retargeting Strategies

7.11 Retargeting and Remarketing

7.12 Measuring Ad Performance

7.13 Ad Testing and Optimization

 7.14 Summary

7.15 Keywords

7.16 Short Answer Questions

7.17 Descriptive Questions

7.18 Answer Key

7.19 Suggested Readings and E Resources

UNIT 8: EMAIL MARKETING

STRUCTURE
Unit Objectives

Introduction

Learning Outcomes

8.1 Overview of Email Marketing

8.2 Building and Growing Email Lists

8.3 Opt-in Strategies

8.4 Lead Magnets

8.5 Email Campaigns

8.6 Analytics and Measurement

8.7 Analytics tools

8.8 A/B Testing for Email Optimization

8.9 Automation in Email Marketing

8.10 List Maintenance and Clean-Up

8.11 Compliance and Legal Considerations: CAN-SPAM and GDPR.

8.12 Summary

8.13 Keywords

8.14 Short Answer Questions

8.15 Descriptive Questions

8.16 Answer Key

8.17 Suggested Readings and E Resources

UNIT 9: ANALYTICS AND DATA-DRIVEN DECISION
MAKING

STRUCTURE
Unit Objectives

Introduction

Learning Outcomes

9.1 Overview of Analytics in Marketing

9.2 Introduction to Google Analytics

9.3 Data Collection and Sources

9.4 Analysing E Commerce Data

9.5 Metrics and Key Performance Indicators

9.6 Data-driven Marketing Strategies

9.7 Customer Lifetime Value (CLV)

9.8 Summary

9.9 Keywords

9.10 Short Answer Questions

9.11 Descriptive Questions

9.12 Answer Key

9.13 Suggested Readings and E Resources

UNIT 10: E-COMMERCE AND ONLINE

TRANSACTIONS

STRUCTURE
Unit Objectives

Introduction

Learning Outcomes

10.1 Introduction to E-commerce

10.2 Evolution and forms of E-commerce

 10.3 E-commerce Strategies

10.4 Online Store Development

10.5 Payment Gateway Integration

10.6 User Experience in E-commerce

10.7 Navigation and Checkout Optimization

10.8 Building Trust in Online Transactions

10.9 Summary

10.10 Keywords

10.11 Short Answer Questions

10.12 Descriptive Questions

10.13 Answer Key

10.14 Suggested Readings and E Resources

UNIT 11: EMERGING TRENDS IN DIGITAL

MARKETING

STRUCTURE
Unit Objectives

Introduction

Learning Outcomes

11.1 Artificial Intelligence (AI) in Marketing

11.2 Artificial Intelligence and Chatbots

11.3 Applications in Marketing

11.4 Enhancing Customer Experience

11.5 Voice Search and Visual Search

11.6 Optimization for Voice and Visual Queries

11.7 Impact on Search Behaviour

11.8 Sustainability and Green Marketing

11.9 Summary

11.10 Keywords
 11.11 Short Answer Questions

11.12 Descriptive Questions

11.13 Answer Key

11.14 Suggested Readings and E Resources

UNIT 12: LEGAL AND ETHICAL CONSIDERATIONS

IN DIGITAL MARKETING

STRUCTURE
Unit Objectives

Introduction

Learning Outcomes

12.1 Data Privacy and Security

12.2 Data Protection Laws

12.3 Customer Trust and Transparency

12.4 Ethical Marketing Practices

12.5 Children's Online Privacy Protection Act (COPPA)

12.6 Summary

12.7 Keywords

12.8 Short Answer Questions

12.9 Descriptive Questions

12.10 Answer Key

12.11 Suggested Readings and E Resources