Digital Marketing Management

Paper Code: 
24MAM326
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to possess a comprehensive understanding and practical skills in digital marketing, including social media optimization, SEO, website design, and emerging concepts, enabling them to excel in the dynamic digital landscape.

 

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24MAM326

Digital Marketing Management (Theory)

CO301: Appraise Digital Marketing concepts, and the Digital Marketing process.

CO302: Analyze Social Media Marketing with a focus on social media platforms.

CO303: Explain Search Engine Optimization Competitor Analysis, and Web Analytics.

CO304: Develop websites through the

understanding of                     Website Planning and Development.

CO305: Evaluate the emerging concepts in Digital Marketing.

CO306: 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: 
Introduction to Digital Marketing

Meaning and its Significance, Traditional Marketing Vs Digital Marketing, Digital Marketing ProcessDigital Marketing Channels.

 

 

12.00
Unit II: 
Social Media Marketing

Social Media Marketing and Optimization (SMM): Types of social media- Facebook, Instagram, YouTube, LinkedIn, Twitter, Google Business (Map)

 

 

12.00
Unit III: 
Search Engine Optimization

Search Engine Optimization: On page optimization, Off page optimization, Key Word Research, Competitor Analysis, Web Analytics: Introduction, Purpose and Significance, Google Analytics, Dashboard.

 

12.00
Unit IV: 
Website Designing

Website Designing: Website Planning and Development, Types of websites, Understanding Domain and Webhosting, Creating a Blog.

 

 

12.00
Unit V: 
Emerging Concepts in Digital Marketing

Content Marketing, Affiliate Marketing, Buzz & Viral Marketing, Google AdWords, Google AdSense, Email Marketing.

*Case studies related to entire topics are to be taught.

 

Essential Readings: 
  • Digital Marketing for Dummies by By Ryan Deiss and Russ Hennesberry, 2017
  • Fundamentals of Digital Marketing 2nd Edition by Puneet singh Bhatia,PEARSON INDIA, 2019
  • Google AdWords for Beginners: A Do-It-Yourself Guide to PPC Advertising byCory Rabazinsky, 2015
References: 

Suggested readings

  • E-Marketing, Mohapatra,Sanjay, Wiley publication (1 January 2013)
  • Fundamentals of Digital Marketing, Bhatia,Puneet Singh, Pearson Education; First edition (18 July 2017)
  • Digital Marketing, Raghavendra,K, Himalaya publishing house, 2016
  • Digital Marketing, Ahuja,Vandana, Oxford University Press; Illustrated edition (13 April 2015)
  • Digital Marketing Strategy: An Integrated Approach to online marketing, Kingsnorth, Kogan Page; 2nd edition (3 April 2019)

E resources

Journals

  • Journal of Marketing
  • Indian Journal of Marketing

 

Academic Year: 
2024-2025
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