DIGITAL MARKETING

Paper Code: 
24MRM325
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

The course will enable students to explore and learn the techniques of digital marketing

Course Outcomes: 

Course

Learning Outcomes (at course level)

Learning and teaching

strategies

Assessment Strategies

Course Code

Course Title

24MRM325

DIGITAL MARKETING

(Theory)

 

 

CO259: Understand how products fit into the digital marketing mix.

CO260: Appreciate how digital tools are changing how products are developed and offered.

CO261: Analyze how data mining helps in STP.

CO262: Managing digital elements

CO263:  Learning emerging digital marketing trends

CO264: Contribute effectively in course-specific interaction

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

 

12.00
Unit I: 
Digital Marketing

Introduction, Traditional Vs Digital Marketing, Evolution of Digital Marketing, Framework of Digital Marketing, need for Digital engagement, Digital Marketing Plan

 

12.00
Unit II: 
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

12.00
Unit III: 
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.

 

12.00
Unit IV: 
Digital Marketing Execution Elements

Managing Digital Marketing Revenue, Managing Service Delivery and Payment, Managing Digital Implementation Challenges.

12.00
Unit V: 
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

 

References: 

E-resources:

https://neilpatel.com/what-is-social-media-marketing/ https://www.youtube.com/watch?v=nU-IIXBWlS4

 

Journals:

https://www.igi-global.com/journal/international-journal-online-marketing/41737

 

Academic Year: 
2024-2025
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