Coming soon
DIGITAL MARKETING
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Learning Outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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The student will be able to-
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Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study
Learning activities for the students: Self-learning assignments, presentations |
Class test, Semester end examinations, Quiz, Assignments, Presentation |
Digital Marketing: Introduction, Traditional Vs Digital Marketing, Evolution of Digital Marketing, Framework of Digital Marketing, need for Digital engagement, Digital Marketing Plan
Online Marketing Mix: Market Segmentation, targeting and Positioning for E-products, E-Price, E-Promotion, Website Characteristics affecting Online Purchase Decision, Digitization and Implications to online Marketing Mix Decisions
Consumer Segmentation, Targeting and Positioning using Online tools: Knowledge Discovery and Data mining, Consumer Segmentation, Consumer Segmentation in Virtual Page, Brand Pages, Consumer Psychographic Profiles and Segmentation, Benefits of Segmentation.
Consumer Targeting: Online Targeting, Deterministic and non- deterministic Targeting, Predictive and Behavioural Targeting
Positioning: Concept, Brand Positioning Online.
Digital Marketing Execution Elements: Managing Digital Marketing Revenue, Managing Service Delivery and Payment, Managing Digital Implementation Challenges.
Digital Marketing Emerging Trends: Voice Search, Smarter Chat, Micro Moments, Augmented and Virtual Reality Marketing, Live Videos, AI and Machine Learning, Engagement Based E-mail Marketing, Rich Lead Profiling, Browser Push Notifications, Content Personalisation, Chatbots, Local Influencer Marketing.
Essential Readings:
• Vandana Ahuja, Digital Marketing, Oxford Higher Education
• Puneet Singh Bhatia, Fundamentals of Digital Marketing, Pearson
• Gay, Charlesworth, Esen, Online Marketing, Oxford
• Seema Gupta, Digital Marketing, Mc Graw Hill Education
