INDIAN INSTITUTE OF MANAGEMENT JAMMU

Masters of Business Administration

Digital Marketing
Term -V

Course Rationale:
Digital marketing is a rapidly growing marketing method in the modern age. It has resulted in numerous
opportunities and avenues for advertising and marketing both in domestic and international business
environment. Therefore, there is a need to understand the fundamentals of Digital Marketing and to
inculcate the skills of digital marketing among students. The opportunities, problems, tactics and strategies
associated with incorporating the Internet into the marketing function are examined. The course delves
into topics including digital marketing strategy, social media marketing and website and SEO marketing
and provides a detailed understanding of all digital channels and platforms. Participants will complete the
course with a comprehensive knowledge of and experience with how to develop an integrated digital
marketing strategy.

Course Objectives:
This course aims to gives the students an overall understanding of Digital Marketing and enable them to
learn how online marketing can aid in choosing, creating, communicating, delivering & sustaining value
to the Brands and Customers. The course intends to:
• To provide an up-to-date comprehensive understanding of the rapidly evolving world of digital
marketing.
• To provide an in-depth understanding for harnessing the marketing potential offered by digital
marketing.
• To outline the operational frameworks for developing marketing plans in the context of digital
marketing.

Learning Outcomes
After completion of the course, students would be able to:
1. Understand the basic concepts of Digital Marketing (L1)
2. Demonstrate understanding of various digital media tools & analyze which tool suits best with a
communication objective. (L2)
3. Understand how digital marketing allows for more effective and efficient marketing strategy and
tactical implementation. (L3)
4. Apply relevant tools & concepts from this unit to design a digital marketing strategy plan for a
chosen product. (L4)
5. Appreciate marketing transformation due to digital marketing. (L5)

Perquisites:
Basic understanding of Marketing and Strategy

Course Content:
The course will cover following modules:
1. Overview of Digital Marketing and its importance
2. Digital Marketing Mix
3. Digital Marketing Models
4. Understanding Digital Customers
5. Social Media Marketing
6. Mobile Marketing
7. Designing the digital customer experience
8. Marketing communications using digital channels and Traffic Building
9. Online customer relationship management
10. Managing Digital Marketing
11. Digital Marketing Planning and Strategy
Pedagogy:
The course would utilize a variety of tools- Textbook chapters, Journal Papers, Popular Readings, Case

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Studies and Videos. The classroom session would involve discussion of the critical concepts, case study
discussions and analysis of videos. This would be supplemented with assignments and exams.

• Extra readings and cases will be provided separately by the instructors or the PGP office.
• Instructions will be given in class on the preparation required before and after each session. The
examinations will be based on class discussions, cases and the readings in addition to the textbook.
• The instructors will follow participative methods in class. The instruction predominantly will be
through interactive lectures and case discussions.
• The students are expected to come prepared to the class whenever a case or a reading is prescribed.
The instructors can call upon any student for his/ her comments (cold call) during the case
discussions.
Learning Through Case Method: Effective learning through case method requires four stages
of learning (individual preparation, group discussion, class discussion, and after class reflection).
For making best use of the learning opportunity following steps may be followed:
1. It would be necessary for you to prepare each day's case/ learning material individually and then
discuss in your group. It is strongly suggested that the reading(s) assigned should be read before
preparing for the case. The responsibility could be shared by the members of the group. However,
the gist of the readings needs to be understood by each participant.
2. To ensure participation by the students, the instructors may ask the assigned groups to submit case
study solutions before the class and the group may be called upon to make a group presentation.
The lead questions for all the cases will be shared by the instructors well in advance.
For making best use of the learning opportunity following steps may be followed:
1. Each participant must participate and be ready to share his/ her analysis in the class to build the
skills of presentation and the attitude of collective learning. Individual participant/ Groups are
encouraged to make presentations of their analysis/ recommendation of the case/ reading material.
2. It would be necessary for you to prepare each day's case/chapter reading individually be prepared
with specific recommendations/conclusions and the rationale thereof.
3. If required, the group will be asked to make a one-page synopsis on each case containing the (1)
Major issues, (2) Analysis for resolving the issue(s) and (3) Recommendations/inferences on the
major issues. The primary purpose of the synopsis is to prepare you for participation in the class.
You may also be asked to submit the synopsis at the beginning of the class.
4. You are welcome to discuss and clarify any doubts with the instructor.

Group Work:
Groups of students will be formed in coordination with PGP Office and a research project/assignment will
be assigned to each group.

Guidelines for Project/Assignments:

• Project – Each group will register a word press blog or website. The groups will be expected to write
content / blogs to drive traffic to a website/webpage. Students must apply all the digital marketing
tools and techniques for their blogs / website which they have learned during the course. This should
include:
o Linking Google analytics to the blog and monitor website traffic,
o Apply SEO techniques to the blog / website,
o Incorporate Keyword to write blogs for SEO,
o Create Social Media pages for the blog / website,
o Share the content on the social media pages,
o Optimizing content,
o Run Facebook ads, Google search and Display ads, Twitter ads and LinkedIn to drive traffic
to the blog / website,
o Analyze the performance of the website/webpage.

• Midterm Project (Due by Session 10) – The students will have to submit the blog/website created
along with the implemented tools and techniques learned till session10.
• Final Project – Students must submit the updated mid-term submissions with the tools and techniques
which they have learned in the subsequent sessions.

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Course Reading Material:
The case studies to be distributed by the PGP Office. The specified readings are also available on
EBESCOhost research database.

Textbook:
• Digital Marketing Excellence, 6e, Dave Chaffey and PR Smith, Routledge, 2022.

Reference Books:
1. Digital Marketing Excellence, 5e, Dave Chaffey and PR Smith, Routledge, 2018
2. Digital Marketing, Seema Gupta, McGrawHill, 2023.
3. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 4e,
Damian Ryan, Pearson, 2017.
4. The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted and
Measurable Online Campaigns, Ian Dodson, Wiley, 2017.
5. Digital Marketing: Strategy, Implementation and Practice, Dave Chaffey, Fiona Ellis-Chadwick,
Pearson, 2019.

Additional Reading(s):
• Digital Marketing For Dummies, Russ Henneberry (2017).
• Youtility, Jay Baer (2013).
• Epic Content Marketing, Joe Pulizzi (2013).
• Jab, Jab, Jab, Right Hook, Gary Vaynerchuk (2013).
• Hit Makers: The Science of Popularity in an Age of Digital Distraction, Derek Thompson (2017).

Links to websites:
• https://www.clickz.com/
• https://www.smartinsights.com/
• https://www.searchenginewatch.com/
• https://alistapart.com/
• https://boxesandarrows.com/
• https://www.imediasummits.com/events

Evaluation Scheme:

• Class Participation/ Attendance 10%

• Quizzes/Class Activities 10%
• Project/Assignment 30%
• Mid-Term Exam 20%
• End-Term Exam 30 %
• Total 100%

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 Session Plan:

Session(s) Topic Learning Outcomes Pedagogical Textbook Chapters &

Tool Readings
1 Overview of L1 Lectures and Class Textbook:
Digital • Outline the digital Discussion Chapter-1
Marketing and marketing Readings:
its importance landscape • Considering
• Discuss the salient Modern Trends in Digital Mar
distinction between keting (Slijepčević, et
digital marketing al., Marketing, 2020).
and the traditional • Digital marketing trends shapi
marketing ng the future (Bonelli, Sherry,
• Different modules Corridor Business Journal,
of Digital 2017).
Marketing • The Ultimate Marketing
Machine. Product# R1407C-
PDF-ENG, HBR.
2 Designing digital L2, L3 • Live Textbook:
customer • Creating effective demonstration Chapter-8
experience digital experiences Readings:
• Planning website • Content Is Crap, and Other
design, online value Rules for Marketers.
proposition, Product# H02FGM-PDF-
customer ENG, HBR.
orientation • New year, new digital
• Search and display marketing plans?
advertising. (Abercrombie, Morgan,
• Web Analytics: Smart Business Cincinnati,
Scale: WebQual, E- 2016).
ServQual
Discussion
3 Web Analytics L4 • Live Reference Book 2:
• Understand your demonstration Chapter-11
visitors and Readings:
customers • Is your web site pulling its
• Understand load (Perry, Phillip M.,
different metrics 2014, Lab Talk).
to track • Analyze this (Entrepreneur,
• Build customer 2006)
profile and
personas
4-5 Pay per click L4 Live Textbook:
• Understanding demonstration Chapter- 7
fundamentals of through creation Reading(s):
Google adwords of Google ad • How to get started in pay-per-
• Launch of account click advertising. (O’Neil
Google search Susan, New Hamisphire
ads campaign Business Review, 2007).
• Lead generation

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Session(s) Topic Learning Outcomes Pedagogical Textbook Chapters &
Tool Readings
6 Pay per click L4 Live Textbook:
• Design and demonstration Chapter- 7
launch of Google Reading(s):
Display ads • Pay-per-click (Gendusa, Joy,
• Brand Awareness Smart Business Florida,
• Website traffic 2013).

7 Social Media L4 Live Textbook:

Marketing: • Design and Demonstration Chapter- 6
Facebook ads launch of Reading(s):
facebook ads • Social media Marketing by
• Website Traffic Shishir Mishra
• Lead Generation Product #: BEP542-PDF-ENG

8 Social Media L4 Live Textbook:

Marketing: • Design and Demonstration Chapter- 6
Linkedin ads launch of Reading(s):
LinkedIn ads • Four Questions to Boost Your
• Website Traffic Social Media Marketing
Lead Generation (Prahalad et al., HBR, 2007)
9 Performance L5 Live Textbook:
evaluation of • Reviewing Demonstration Chapter- 5
Digital Digital
campaigns Marketing
Strategies
• Budget allocation
decisions
• Metrics to track

10 Interim Project L3 & L4 Presentations and

Presentation • Integration Class Discussion
Website Traffic
• Lead Generation
11-12 Marketing L2 Case(s): Textbook:
communications • Search engine • Hubble Contact Chapter- 7
using digital marketing (SEO) Lenses: Data Readings:
channels and • E-mail & Website Driven Direct-to- • Why Fraudulent Ad Networks
Traffic Building marketing Consumer Continue to Thrive. Product#
• Mobile marketing Marketing. H02FDX-PDF-ENG, HBR.
• Viral marketing Product# • Applying the 70:20:10 Rule.
• Offline promotional 519011-PDF- Garden, Alex; Motor
techniques ENG, HBS. Equipment News, 2021).
• How to... increase your bottom
line through SEO (Gresty,
Hannah; Director, 2016).
• Beyond Discoverability
(Mickey, Bill; Audience
Development, 2012).

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Session(s) Topic Learning Outcomes Pedagogical Textbook Chapters &
Tool Readings
13-14 Digital L5 Case(s): Textbook:
Innovation • Digital • Roblox: Virtual Chapter 9
Transformation Commerce in the Readings:
• Artificial Metaverse • The brave new world of AL
intelligence Product# 523028- and learning (Lizer Amanda,
• Innovation PDF-ENG, HBS. Training and Development,
opportunities and • Live 2023).
solutions to AI demonstration
challenges
15-16 Content L2 Case(s): Textbook:
Marketing • Content marketing The Coca-Cola Chapter- 4
strategy Company's Case Readings:
• Optimizing content for Creative • Boosting Your Content
marketing Transformation. Marketing Strategy (Gold, Ben;
• Content creation Product# 815714- Advisor Today, 2019)
using AI HTM-ENG, HBS. • Content Marketing Wins Every
Business Needs to try
(Amorusi, Randi; Gifts and
Decorative Accessories, 2023)
17-18 Digital L4 Case(s): Textbook:
Marketing • Media planning & • Purple Chapter 10
Planning and buying Innovation, Inc.: Readings:
Strategy • Channel Spend The Online to • Your Digital Strategy Shouldn't
&Budgeting Offline Be About Attention. Product#
• Digital Strategy, Marketing H01THU-PDF-ENG, HBR.
Planning Framework Challenge. • Measure and Manage
Product# Your Digital Marketing Strateg
• Attribution
520040-PDF- ies. (Schulman, Jennifer; Emps,
across channels
ENG, HBS. 2016).
• Campaign • 5 digital marketing plan
optimization resolutions. (Kanary, Shaun;
• Content marketing Landscape Management,
strategy 2016).
19 Digital L5 Digital Marketing Textbook:
Marketing • Experimenting with Simulation: Chapter 5
Experimentation Digital marketing • Media
campaigns Attribution at
• Digital marketing plan Exercise Minder.
implementation Product#
• Understanding the UV8227-HTM-
interdependent ENG, Darden
synergistic effect of School of
media channels. Business.
• Live
demonstration
20 Project • Presentations
Presentations & and Class
Wrap-Up of Discussion
Concepts and
Frameworks

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