Electives
| Course Name | Social Media and Digital Marketing |
| Course Code | 24BUS330 |
| Program | BBA (Bachelor of Business Administration), B.B.A. (Honours/ Honours with Research) |
| Semester | 3 |
| Credits | 3 |
| Campus | Mysuru |
Electives
Introduction to Digital Marketing – Importance of digital marketing – Difference between traditional and digital marketing – Recent Trends and Current Scenario of the industry – Digital Marketing as a Tool of Success for Companies – Digital Marketing application and benefits– Case studies on Digital Marketing Strategies.
Internet Marketing – Opportunities and challenges to Internet marketing-Internet basics – web and wireless technologies – ASCOR digital marketing framework – application of ASCOR framework to multiple stakeholders – Critical success factors for digital marketing.
Digital Media Planning – Digital media planning terminologies – Determining When, Where and How often to Advertise to Maximize Conversions and ROI – Media Buying – Types – Cost-per-Install (CPI) – Cost-per-Order (CPO) – Cost-per-Acquisition (CPA) – Click-through-Rate (CTR)
Social Media Marketing – Driving Traffic to Company’s Websites – Paid Advertisements on Social Media Platforms like Facebook, Instagram, YouTube and more – Effective Social Media Strategies – Targeting Right Audience – Social Media Campaign – Cost-per-Click (CPC) – Cost -per- View (CPV), Cost-per-Impression (CPI).
Email Marketing – Communicating to Potential Consumers – Types of Email – Creating Appealing Emails – How to Build the Right Subscriber List – Build a Database by Segmenting Based on Demographics – Mode of Acquisition – Target Group – Email Marketing Tools – Software to Design Attractive Emails – Automated Emails – Extracting Information from Email Campaign Analytics.
Course Objective:
To introduce the students the world of digital marketing, to enable them to develop digital marketing strategies.
Course Outcomes:
The student will be able to:
CO1: Translate some of the key marketing and business models that will help to shape your digital marketing strategy.
CO2: Basic concepts of Internet marketing, opportunities and challenges to Internet marketing CO3: Basic understanding of Digital Media Planning and Digital media planning terminologies CO4: Basic understanding of Social Media Marketing
CO5: Basic understanding of email marketing and how to create Appealing Emails
| PO1 | PO2 | PO3 | PO4 | PO5 | PO6 | PO7 | PO8 | PO9 | PO10 | PO11 | PO12 | PO13 | PO14 | PO15 | |||
| CO1 | 2 | 2 | 2 | 3 | 2 | 1 | 2 | 2 | 2 | 2 | 3 | 3 | 3 | 3 | 3 | ||
| CO2 | 3 | 3 | 2 | 3 | 2 | 1 | 3 | 1 | 2 | 2 | 3 | 3 | 3 | 3 | 3 | ||
| CO3 | 2 | 2 | 2 | 3 | 1 | 1 | 3 | 2 | 2 | 3 | 3 | 2 | 3 | 3 | 3 | ||
| CO4 | 3 | 3 | 3 | 2 | 2 | 1 | 3 | 2 | 3 | 3 | 3 | 2 | 3 | 3 | 3 | ||
| CO5 | 3 | 3 | 2 | 2 | 2 | 1 | 3 | 2 | 3 | 3 | 3 | 2 | 3 | 3 | 3 |
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