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IIMB Digital Marketing Seema Gupta 3 Credits Marketing GNAM Week - 2021 0

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25 views5 pages

IIMB Digital Marketing Seema Gupta 3 Credits Marketing GNAM Week - 2021 0

Uploaded by

studentaffairsnitn2023
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Digital Marketing

Name of the Faculty: Seema Gupta

Designation/Affiliation: Adjunct Faculty

Marketing
Teaching Area:
(such as Finance & Accounting; Marketing; Production & Operations
Management; Strategy)

GNAM SNOC (Small Network Online Course)


This course may be offered to: Master’s level

Total Credits (No. of hours): 3 Credits, 30 hours

Specify the Year and Month:

Course Type: SNOC Elective

Grading Norms Qualitative


Small budget of about Rs 3000 will be required
per group (of 5 members) to run live campaigns.
Budget Requirement: This is to be borne by students.
Course Summary

Marketing dollars have shifted from mass media to digital media. The course covers how to prepare
a digital marketing strategy, what are the key conceptual frameworks in digital marketing and how
to leverage the different platforms in digital marketing. It includes understanding of consumer
behavior in the online world; the psychological influences shaping peoples’ behavior online and
how marketers can influence the online behavior. The course includes not just the theory but also
application of digital marketing. Students will be able to internalize the learning by running live
campaigns in Google Ads. Dashboards, tools, applications will be used live in the classroom to
make the course contemporary, relevant and experiential.

The course is comprehensive covering all facets of digital marketing – search engine marketing;
social media strategy; content strategy; algorithms of key platforms such as Instagram, YouTube,
Facebook ads, Google ads; Search engine optimization; analytics and optimization; and Consumer
behavior. The pedagogy is experiential focusing on both theory as well as application. Students
get to run live campaigns for a startup and act as consultants advising the start up in improving
their digital marketing.

Learning Objectives / Outcomes


The course is designed with the following specific objectives and learning outcomes:

a. Understand consumer behavior in online world and influencing consumers


b. Prepare a digital marketing plan
c. Analyze digital marketing strategy of a company and make recommendations for
improving it.
d. Understand the algorithm of different digital platforms
e. Optimize paid campaigns for scale and efficiency
f. Improve ROI of digital marketing
g. Content Strategy
h. Building Community on social media
Pedagogy

Lectures, Live campaigns, Tools, Group work, Presentation, Discussions

Text book: Digital Marketing, Seema Gupta, McGraw 2020

Course Evaluation & Grading


Evaluation

Quiz 50%

Digital Strategy Project 20%

Live Campaigns Presentation 30%

Total 100%
Session-wise plan
Session 1 Introduction to Digital Marketing
Readings 1. Ch 1 Textbook
2. Ch 14w Textbook
3. The Future of Marketing: Voice activated
Session 2-3 Digital Psychology for Influencing Consumers
Session 4 Fundamentals of Paid Advertising
Readings 1. Ch 2 Textbook
Session 5-6 Creating Google Ads Account & Running Live Campaigns
Session 7 Strategic Video Marketing
Readings 1. Get More from YouTube
2. Ch 12 Textbook
Session 8 Running Live YouTube Campaigns and optimizing
Session 9 Concepts in Search Engine Advertising
Readings 1. Ch 3 Textbook
Session 10 Running Live Campaigns and optimizing
Session 11 Social Media Strategy
Readings 1. Ch 4 Textbook
2. Branding in the age of Social Media
Session 12 LinkedIn and Twitter Marketing
Readings 1. How CEOs can leverage Twitter
2. Ch 6 & 7 Textbook
Session 13 Strategic Facebook Marketing
Readings 1. Ch 5 Textbook
2. Ch 11 Textbook
Session 14 Running Live Campaigns and Digital Analytics
Session 15-16 Instagram Marketing Strategy
Readings 1. Ch 8 Textbook
Session 17-18 Search Engine Optimization
Readings 1. Ch 10 Textbook
Session 19-20 Project Presentations
Profile of Faculty:

Seema Gupta is an Ex-Professor of Digital Marketing at IIM Bangalore. She has published many
papers in reputed journals such as Information Systems Research and Journal of Marketing theory
and practice. She has published many popular cases on Harvard publishing site. She is the winner
of the prestigious EFMD and IVEY awards for best case studies. She conducts digital marketing
training, research and provides consulting. She is the author of popular textbook Digital Marketing
published by McGraw. She has also authored a book “How People Buy Online” published by
SAGE.

She is a keynote speaker to many high profile digital marketing summits and panel discussions.
She is a three times TEDx speaker. She is regularly quoted in popular press.

She addresses town hall meetings of companies as well as agencies on digital marketing. She was
a visiting faculty of digital marketing at ESAN University, Peru and EGADE University, Mexico.
She is also a blogger and a YouTuber. Her social media account on all the major platforms is
@ProfSeemaGupta.

With more than 10 years of experience in digital marketing, she has advanced expertise to grow
business. She has trained both CXOs and senior professionals of companies. She specializes in
optimizing firms through digital marketing, improving traffic, leads, conversions thus increasing
return on investment.

[email protected]

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