The Digital Marketing course aims to provide students with knowledge of digital marketing and its importance for business success. It covers key digital marketing tools and how to create an effective digital marketing plan. The course objectives are to teach digital marketing concepts, how to develop strategic digital marketing plans, and how to measure digital marketing goals. Upon completing the course, students will understand the scope of digital marketing, design digital media programs, develop social media tactics, and manage online reputation. The course consists of 4 units covering digital marketing introduction, search engine marketing, social media, and online reputation management.

1. Course Title : Digital Marketing
Course Code:
Course Description:
The aim of the Digital Marketing Course is to provide students with the knowledge about business advantages
of the digital marketing and its importance for marketing success. Course also through light on various digital
marketing tools which are aggressively used by modern day business organizations. The application of the
gained knowledge, skills and competenceswill help future managersin forming digital marketing plan in order
to manage a digital marketing performance efficiently.
Course Objectives: The objective of this course is to:
1. To provide knowledge and skills on Digital marketing and its importance in marketing and business
ventures.
2. To familiarize the students with an understanding on how to create a strategically-focused Digital
marketing plan.
3. To Use Digital media platforms effectively and track progress in achieving digital media goals with a
variety of powerful measurement tools, services,and metrics.
Course Outcomes: On successful completion of this course students shall be able to:
CO1: Explain the importance, scope and goals of Digital marketing and its limitations
CO2: Design and plan digital media programs that directly support business and marketing goals.
CO3: Explain the social media zones and develop social media marketing tactics that integrate with other
online and offline marketing channels and programs.
CO4: Measure the effectivenessof online reputation activities and use learnt tools to manage digital reputation.
Course Pre-requisites: Basic understanding ofDigital media
Pedagogy: Direct Method, ICT, Case based
LTP: 3:0:1
Course type: SC
Contact Hours: 39
Units Detailed Syllabus
Contact
hours
CO
Unit-1 Introduction To Digital Marketing, Pros And Cons Of Digital Marketing,
Difference Between Traditional Marketing Communication And Internet
Based Marketing Communication, The Internet Marketing Mix, Types Of
Web Presence, E-Commerce Business Models, Pure Play, Hybrid And
Multi-Channel Options.
10Hours CO1
Unit-2 Digital Marketing Communications : Search Engine Marketing (SEM):
Definition Of SEM, Definition Of Search Engine Optimization (SEO);
Advantages And Disadvantages Of SEO, Paid Search Engine Marketing,
Pay Per Click Advertising (PPC); Landing Pages; Long Tail Concept;
Geo-Targeting.
10Hours CO2
Unit-3 Social Media – Social Media And Integrated Marketing Communications,
Evaluation Of Social Media, Social Media Tools – Blogs, Microblogs,
Social Networks, Media Sharing Sites, Social New Sites, Review Sites,
Virtual Worlds And Online Gaming, Social Media And Mobile Marketing.
10Hours CO3

2. Unit-4 Introduction To Online Reputation Management, Importance Of
Managing Online Reputation For A Business, Strategies And Tools Of
Online Reputation Management, Handling Negative Comments.
Localization Of Content And Advertising. Consumer Engagement –
Meaning And Methods
09Hours CO4
Reference Books:
1. Digital Marketing by Seema Gupta (IIM-B)
2. Digital Marketing: Strategy, Implementation & Practice by Dave Chaffey & Fiona Ellis
Chadwick
3. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation- Damian Ryan and Calvin Jones