FUNDAMENTALS OF DIGITAL MARKETING

Paper Code: 
25MBM323
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to acquire comprehensive knowledge of digital marketing principles and tools for creating, implementing, and optimizing effective online campaigns across diverse platforms and industries.

 

Course Outcomes: 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25MBM323

Fundamentals of Digital Marketing (Theory)

CO415: Explain the fundamentals of digital marketing, and the framework and planning essentials for effective digital marketing campaigns.

CO416: Appraise online marketing effectiveness, aligning marketing mix.

CO417: Assess the power of Online tools for precise consumer segmentation, targeting, and strategic brand positioning.

CO418: Explore digital marketing concepts  and overcoming challenges for optimal campaign performance.

CO419: Appraise the future of digital marketing with emerging trends to stay ahead in the dynamic online landscape.

CO420: 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: 
  1. Digital Marketing for Dummies by By Ryan Deiss and Russ Hennesberry, 2017
  2. Fundamentals of Digital Marketing 2nd Edition by Puneet singh Bhatia,PEARSON INDIA, 2019
  3. Google AdWords for Beginners: A Do-It-Yourself Guide to PPC Advertising byCory Rabazinsky, 2015

 

References: 

Suggested readings

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

E resources

  1. Pearson Education (29 titles), Elibrary.in.pearson.com
  2. World Ebook Library, http://Community.WorldLibrary.In/?AffiliateKey=NDL-FL1773

Journals

  1. Journal of Marketing
  2. Indian Journal of Marketing

 

Academic Year: 
2025-2026
  • Printer-friendly version
  • PDF version