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Digital Marketing

The document outlines a Digital Marketing course with a focus on the significance of digital marketing in modern business. It covers topics such as online presence, SEO, web marketing tools, social media marketing, and digital practices, structured into five units. The course aims to equip students with practical skills and understanding of digital marketing strategies and their effectiveness.

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28 views2 pages

Digital Marketing

The document outlines a Digital Marketing course with a focus on the significance of digital marketing in modern business. It covers topics such as online presence, SEO, web marketing tools, social media marketing, and digital practices, structured into five units. The course aims to equip students with practical skills and understanding of digital marketing strategies and their effectiveness.

Uploaded by

keerthi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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L T P C

P24BAMM01 DIGITAL MARKETING


3 0 0 3
COURSE OBJECTIVES:
 The primary objective of this module is to examine and explore the role and importance of
digital marketing in today’s rapidly changing business environment.
 It also focuses on how digital marketing can be utilized by organizations and how its
effectiveness can be measured.

UNIT I: ONLINE PRESENCE 9


Online Market space – Digital Marketing Strategy – Components – Opportunities for building Brand –
Website – Planning and Creation – Content Marketing.

UNIT II: INSIGHTS 9


Search Engine optimization - Keyword Strategy - SEO Strategy - SEO success factors – On -Page
Techniques – Off - Page Techniques. Search Engine Marketing - How Search Engine works -SEM
components-PPC advertising-Display Advertisement

UNIT III: WEB MARKETING TOOLS 9


E- Mail Marketing - Types of E- Mail Marketing -Email Automation -Lead Generation - Integrating
Email with social media and Mobile- Measuring and maximizing email campaign effectiveness.
Mobile Marketing-Mobile Inventory/channels-Location based; Context based; Coupons and offers,
Mobile Apps, Mobile Commerce, SMS Campaigns-Profiling and targeting.

UNIT IV: SOCIAL MEDIA 9


Social Media Marketing -Social Media Channels-Leveraging Social media for brand conversations
and buzz. Successful/benchmark Social media campaigns. Engagement Marketing-Building Customer
relationships-Creating Loyalty drivers-Influencer Marketing.

UNIT V: DIGITAL PRACTICE 9


Digital Transformation & Channel Attribution- Analytics-Ad-words, Email, Mobile, Social Media,
Web Analytics- Changing your strategy based on analysis-Recent trends in Digital marketing.
TOTAL: 45 PERIODS

Text Book:
1. Fundamentals of Digital Marketing by Puneet Singh Bhatia; Publisher: Pearson
Education; First edition(July 2017); ISBN-10:933258737X; ISBN-13:978-9332587373.
Reference Books:
1. Digital Marketing by Vandana Ahuja ;Publisher: Oxford University Press ( April 2015)ISBN-
2. 10:0199455449; ISBN-13:978-0199455447
3. Marketing4.0: Moving from Traditional to Digital by Philip Kotler; Publisher: Wiley;
1stedition (April2017); ISBN10:9788126566938
4. Ryan, D. (2014). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation, Kogan Page Limited.
5. Pulizzi, J Beginner's Guide to Digital Marketing, McGraw Hill Education.
6. Barker, Barker, Bormann and Neher (2017), Social Media Marketing: A Strategic
Approach,2ESouth-Western, Cengage Learning.

Course Outcomes: At the end of the course, the students will be able
CO Course Outcome Statement Knowledge Level
CO1 Understand the online market space for marketing Understanding
CO2 Understand the importance of SEO in Digital marketing Understanding
CO3 Apply the web marketing Understanding
CO4 Understanding the Social Media Marketing Understanding
CO5 Compute the Digital Practice Applying

CO-PO Mapping
CO PO1 PO2 PO3 PO4 PO5
CO1 3 2 1 2 2
CO2 3 3 1 1 2
CO3 2 2 2 2 2
CO4 2 2 2 1 2
CO5 2 2 1 2 2
Average 2.4 2.2 1.4 1.6 2

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