Module 1

Module 1: Introduction to Digital Marketing (6 hours)

1. Introduction to Marketing and its evolution to Digital Marketing
2. Digital Marketing – Organic and Inorganic perspective
3. Business models – First party to third party market place
4. Case Discussion

Module 2

Module 2: Web 2.0 Marketing trends. (6 hours)

1. Website world – Creation to maintenance.
2. Behavioural tracking – Computational, contextual advertising.
3. Search Engine Marketing – Optimization, Ad words, role of content.
4. Case Discussion.

Module 3

Module 3: Social Media Marketing Strategies (6 hours)

1. Outline revenue patterns
2. Social Media marketing
3. SIECAAT framework
4. Building leads through social media.
5. Case Discussion.

Module 4

Module 4: Digital and Technology role in Marketing – Control and Management (6 hours)

1. Marketing through digital meta verse
2. Online Metrics
3. Online Metrics 2
4. Online Marketing – Artificial Intelligence and Deep Learning
5. Case Discussion.

Module 5

Module 5: Google Analytics (6 hours)

1. Google Ad words
2. Google Analytics and Visualization.
3. Digital Marketing simulation in excel.
4. Student presentations and discussions.

Course Description

Value offering to customers and channel partners has become dynamic in the digital world. Marketing has been dynamic since the inception of digital penetration among the target groups through various touch points. Marketers have started using mediums, portals, tools, channels, and technology to create customer value. While this value creation exercise through digital sources has been called a plethora of names, we call it Digital Marketing here. Digital marketing refers to creating, communicating, delivering, and offering value with the help of various digital tools and touch points. Ever since the role of digital marketing has become present across the industries, the job and career opportunities in this line have grown. This course will bring academic and industry perspectives to the classroom.

Course Outcomes& Learning levels

The course aims to discuss practical and academic knowledge in digital marketing. The expected outcome of the course is given as below:

1. To gain knowledge from both industry and academic perspectives in terms of value creation (Analyse)
2. To understand the market knowledge and able to apply the same in classroom activities (Evaluate)
3. To learn to analyse different content formats across the digital medium and interpret it for decision making (Evaluate)
4. To prepare a comprehensive digital marketing plan (Create)

Evaluation Pattern

*Based on assignments / Tests / Quizzes / Case Studies / Projects / Term paper / Field visit report.

Course Text:

1. Puneet Singh Bhatia “Fundamentals of Digital Marketing” 2/e – Pearson Publisher
2. Copies of readings