Unit I

Introduction to Digital Marketing:

• Overview of Digital Marketing: Definitions, importance, and current trends
• Digital Marketing Channels: Understanding various channels (SEO, SEM, social media, email, content marketing)
• Setting Up Digital Marketing Tools: Introduction to essential tools (Google Analytics, Google Ads, Facebook Ads Manager)
• Project: Develop a digital marketing strategy for a hypothetical product
• Lab Work: Setting up digital marketing tools and exploring basic

Unit II

Search Engine Optimization (SEO):

• SEO Fundamentals: Understanding search engines, keywords, and ranking factors
• On-Page SEO: Techniques for optimizing website content and structure
• Off-Page SEO: Link building, social signals, and other external factors
• Technical SEO: Website speed, mobile-friendliness, and technical audits
• Project: Conduct an SEO audit and optimize a website
• Lab Work: Hands-on exercises in keyword research, on-page, and off-page SEO techniques

Unit III

Social Media Marketing:

• Social Media Platforms: Overview of major platforms (Facebook, Instagram, Twitter, LinkedIn)
• Content Creation and Management: Creating engaging content, scheduling, and managing posts
• Social Media Advertising: Setting up and running paid campaigns on social media platforms
• Analytics and Reporting: Measuring social media performance and generating reports
• Project: Create and implement a social media marketing campaign
• Lab Work: Practical sessions on creating content, managing posts, and running ads

Unit IV

Email and Content Marketing:

• Email Marketing Fundamentals: Building email lists, creating email campaigns, and automation
• Content Marketing Strategies: Planning and creating valuable content to attract and engage audiences
• Content Distribution and Promotion: Techniques for distributing and promoting content
• Performance Measurement: Tracking and analyzing the success of email and content marketing campaigns
• Project: Develop an email marketing campaign and a content marketing plan
• Lab Work: Hands-on exercises in creating and managing email campaigns, and developing content strategies

Unit V

Data Analytics and Performance Optimization:

• Introduction to Data Analytics: Understanding key metrics and KPIs
• Using Google Analytics: Setting up, tracking, and analyzing website data
• Campaign Performance Analysis: Techniques for analyzing and optimizing marketing campaigns
• A/B Testing and Conversion Rate Optimization: Methods for testing and improving campaign performance
• Final Project: Create a comprehensive digital marketing campaign, implement it, and analyze its performance
• Lab Work: Practical sessions on data analytics, campaign analysis, and performance optimization

Course Objective:

This course provides an in-depth exploration of digital marketing and promotional strategies, focusing on practical skills needed to plan, execute, and analyze digital marketing campaigns. Students will learn to use various digital tools and platforms to enhance brand visibility, engage with audiences, and drive conversions. The course covers key aspects of digital marketing, including SEO, social media marketing, email marketing, content marketing, and data analytics.

Course Outcomes (COs):

After completing the course, learners should be able to:

1. Understand the fundamentals and importance of digital marketing and current
2. Apply SEO techniques to optimize website content and improve search engine
3. Create engaging social media content and manage social media
4. Develop effective email and content marketing
5. Analyze and optimize digital marketing campaign performance using data

CO – PO Mapping: