| Course Name | Digital Marketing and Brand Management |
| Course Code | 24VMC236 |
| Program | B.Sc. (Honours) in Visual Media and Communication |
| Credits | 3 |
| Campus | Kochi |
Introduction to Digital Marketing
Digital Marketing an overview – Digital Marketing Platforms – Organic & Paid Digital Marketing – Difference between Traditional Marketing & Digital Marketing – Advantages of Digital Marketing – Digital Marketing Manager – Role & Functions of a Digital Marketing Manager – Overview of Global E-Marketing Issues – Privacy – Online Expression – Consumer Behavior Online – Segmentation – Targeting – Differentiation – Positioning Strategies
Branding Strategies and Identity
Brand identity and brand equity, Positioning and differentiation strategies, brand personality, Case studies on successful brand campaigns
E-Marketing Management
Product – Products on Internet – Creating Customer Value Online – Product Benefits – E-Marketing – Enhanced Product Development – Price – Change in Pricing Strategies – Buyer and Seller Perspectives – Distribution – Online Channel Intermediaries – Distribution Channel Length and Functions
Search Engine Optimisation (SEO)
Introduction to Search Engine Optimisation (SEO) – Understanding SEO – Search Engine Marketing (SEM) – Search engine friendly website structure – SEO and key phrases – Link Popularity – User Insights – Benefits and Challenges – Social Media Marketing – Blogging – E-mail Marketing – Mobile & SMS Marketing – Online Advertising: Introduction, Key terms and concepts – Types of display adverts – Targeting and optimising – Advantages and challenges.
Introduction to Social Media & Social Media Analytics
Introduction & Role of Social Media – Popular Social Media Channels – Key terms and concepts – Social Media Analytics – Social Media landscape: platforms, audiences and content, functioning, leveraging for business – Social Media vs. Traditional Media – Social Media Ad Campaigns: strategy, planning and execution – Using Social Media to solve Business Challenges – Profile of Consumers – Browsing Behavior Model – Building Customer Relationships – Social Media Risks & Challenges – Digital Analytics: web, social and campaign analytics, Google Analytics and its scope.
Objective:
This course aims to equip students with a comprehensive understanding of digital marketing principles, brand strategies, and effective communication in the digital landscape. By the end of the course, students will be able to develop and implement successful digital marketing campaigns, enhance brand visibility, and analyze key performance metrics.
Course Outcomes (CO):
CO1: Understanding of the core concepts and principles of digital marketing.
CO2: Explore various digital channels, including social media, email marketing, SEO, and paid advertising. CO3: Evaluate case studies of successful brand campaigns and identify key takeaways.
CO4: Gain practical skills in managing social media platforms for brand promotion, SEO and its impact on website visibility
CO 5: Interpret analytics data to optimize ad spend and achieve marketing goals.
CO6: Create and manage ad campaigns, set budgets, and track performance.
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PO1 |
PO2 |
PO3 |
PO4 |
PO5 |
PO6 |
PO7 |
PO8 |
PO9 |
PO10 |
PO11 |
PO12 |
PO13 |
PO14 |
PO15 |
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|
CO1 |
3 |
3 |
3 |
3 |
3 |
1 |
3 |
1 |
0 |
3 |
3 |
3 |
3 |
0 |
0 |
|
CO2 |
3 |
3 |
3 |
3 |
3 |
3 |
3 |
2 |
0 |
3 |
3 |
3 |
3 |
0 |
0 |
|
CO3 |
3 |
3 |
3 |
3 |
1 |
1 |
3 |
1 |
0 |
3 |
3 |
3 |
3 |
1 |
1 |
|
CO4 |
3 |
3 |
3 |
3 |
3 |
1 |
3 |
2 |
0 |
0 |
3 |
3 |
3 |
1 |
1 |
|
CO5 |
3 |
3 |
3 |
3 |
3 |
3 |
3 |
1 |
0 |
3 |
3 |
3 |
3 |
0 |
0 |
|
CO6 |
3 |
3 |
3 |
3 |
3 |
3 |
3 |
1 |
0 |
3 |
3 |
3 |
3 |
2 |
2 |
Suggested References:
Digital Marketing: Strategy, Implementation and Practice, Chaffey D., Ellis-Chadwick, 5th Edition, F., Pearson, 2012.
E-Marketing, Judy Strauss and Raymond Frost, Prentice Hall, 6th Edition, 2013
Internet Marketing: Integrating Online and Offline Strategies. M. L. Roberts and Debra Zahay, 3rd edition, Cengage Publishing, 2013
The Essential Guide to Online Marketing, Rob Strokes, Quirk, ISBN: 9781936126323 E-Commerce: An Indian Perspective, P. T. Joseph, Prentice Hall, 4th Edition, 2013
Electronic Commerce: A Simplified Approach, Munesh Chandra Trivedi, Jaico Publishing House, 2011.
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