Unit 1

Introduction to Internet Marketing. Mapping fundamental concepts of Marketing. Strategy and Planning for Internet Marketing, Search Engine Optimization (SEO) – Introduction to Online Search. Understanding Search Engines. Understanding Google Page Rank. Effective Tools for SEO. The Past, Present and Future of SEO.

Unit 2

Introduction to Internet and Search Engine Marketing. Getting Started with Google AdWords. AdWords Account Structure. Navigating in Google AdWords. Working with Keywords. Creating and Managing Your First Ad Campaign. Online Advertising: Display Advertising, Pay- Per-Click Marketing, and Email Marketing.

Unit 3

Beginners Guide to the Word of Social Media Marketing (SMM). Why Social Media? Getting Started with Social Media. Building Relationship with Social Media – Facebook, Twitter, LinkedIn, YouTube. Handling Positive and Negative Comments. Blogging, Podcasting, RSS, Social and Business Networking, Product Opinion Sites, Forums.

Unit 4

Web Analytics and Intelligence Tools. Introduction to Google Analytics. Goals and Actionable Insight. Data Management. Social Media Analytics. Social Media Analytics. Social Media Goals
and KPI’s. Tools for Social Media Analytics. Online ReputationManagement – What is ORM? Need and benefits of ORM. Building it Right and Tools Required. Global Internet Marketing.

Unit 5

Customization, Trust in Internet Marketing. Ethical and Legal Issues.
Internet of the future: “Customerization”. Legal and Ethical Environments of E-commerce. Marketing Strategies on the Internet – Communications models – Creating an effective web presence, Communication Models, Advertising.

Course Objectives:
This course aims to impart an in-depth perspective into Internet Marketing, and prepare students for its fast-paced world. The approach of the course is to place it in the context of fundamental marketing concepts, and to delve in detail into the specifics of what constitutes marketing on the Internet. The course will be of value to all marketing professionals, and especially to those who may wish to work in or start a primarily Internet based business.

Course Outcomes:

Textbook:

Calvin Jones, Damian Ryan – Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

Reference Books:

1. Eric Morrow, Shannon Chirone – Digital Marketing for Everyone: Connect With Your Customers, Grow Your Business and Demystify Social Media
2. Calvin Jones, Damian Ryan – The Best Digital Marketing Campaigns in the World: Mastering the Art of Customer Engagement
3. Ward Hanson – Principles of Internet Marketing – Thomson Learning
4. Kotler, Philip, Dubois – Marketing Management