This document provides an overview of a course on digital marketing and e-commerce. The course covers 7 main topics: foundations of digital marketing and e-commerce, attracting and engaging customers online, social media marketing, email marketing, analytics and measurement, building e-commerce stores, and developing customer loyalty. Key concepts covered include SEO, SEM, social media, email marketing, analytics, and building an e-store. The course assessments include quizzes, assignments, a midterm exam, and a final exam.

2. DIGITAL MARKETING & E-COMMERCE
Khurram Iqbal.
Lecturer,
Dept of Computer Science.
Academic Block-II (AB-II), First Floor,
Email: Khurram.iqbal@comsats.edu.pk

3. Digital Marketing & E-Commerce
Main Topics: Key considerations:
• Course Introduction
• Defining Digital Marketing & E-Commerce
• Types of E-Commerce
• E-Commerce Vs E-Business
• Key Concepts in Digital Marketing & E-Commerce
• Roles and responsibilities in digital marketing and e-
commerce

4. Catalog Description:
1. Foundations of Digital Marketing and E-commerce
2. Attract and Engage Customers with Digital Marketing
3. From Likes to Leads: Interact with Customers Online
4. Think Outside the Inbox: Email Marketing
5. Estimate the Success: Marketing Analytics and Measurement
6. Make the Sale: Build, Launch, and Manage E-commerce Stores
7. Customer Satisfaction: Develop Customer Loyalty Online

5. Catalog Description:
• Foundations of Digital Marketing and E-commerce: Learn about the fields of
digital marketing and e-commerce and the skills needed for associate-level roles.
• Attract and Engage Customers with Digital Marketing: Apply the marketing
funnel concept to stages of the customer journey, including engagement, conversion, and
loyalty. Learn methods for search engine optimization so potential customers find your
products or services.
• From Likes to Leads: Interact with Customers Online: Learn how to create
marketing content and ads on social media platforms and evaluate their effectiveness using
social media analytics data.
• Think Outside the Inbox: Email Marketing: Learn how to execute email campaigns,
use mailing lists, and automate customer communication and workflows.
• Assess for Success: Marketing Analytics and Measurement: Learn how to
collect, monitor, analyze, and present data from marketing campaigns using analytics and
presentation tools.
• Make the Sale: Build, Launch, and Manage E-commerce Stores: Learn the
process to create a new e-commerce store and drive traffic to the online business through
advertising campaigns.
• Satisfaction Guaranteed: Develop Customer Loyalty Online: Learn strategies
to build customer loyalty in e-commerce and use specific tools to help develop and maintain
client relationships. This course also closes out the program with professional development
topics to help you prepare for a job search.

6. Textbooks

7. Course Resources:
Available at:
https://pern-
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l_comsats_edu_pk/EkLcOj0qmoRGjSmlkd8Q5FoB
o92i0fMrSVU66Vq98DIV-Q?e=Cp2xEC

8. Course Learning Outcomes:
Sr.# Unit # Course Learning Outcomes
Blooms
Taxonomy
Learning Level
SO
CLO’s for Theory
CLO-1 1
Explain the concepts of Digital Marketing & E-
Commerce.
Understandin
g
1
CLO-2 3
Analyze digital marketing strategies for a
business.
Analyzing 2,9
CLO-3 4 Apply data analytics techniques. Applying 4
CLO-4 5
Explain the concepts of security, and CRM in the
context of E-Commerce.
Understandin
g
1
CLO-5 6
Apply the concept of online auction in E-
Commerce using a case study. Applying 2
CLO’s for Lab
CLO-6 2-5 Develop a customized E-Store. Creating 2-4

9. Course Evaluation Break Down
Evaluation methods Theory
Weight (%)[T]
Quizzes (4 minimum) 15
Assignments / Practical
Assignments (4 minimum)
10
Mid-Term 25
Terminal Exam 50
Total 100

10. Course Requirements
 Assignments/Quizzes/Presentation
 Written assignments (Small Tasks) (details in coming
lectures)
 Idea is to initiate research-oriented writing not “copy-paste”
 Attendance, Presentations, Quiz & Class Discussion &
Participation (as a regular activity)
 Volunteer presentations (you must not be that familiar with
this kind of stuff, but you need to respond to it quickly!)
 Formal Presentations in groups:
 Mid Term & Terminal: Complete Course Contents
10

11. Rules!!!
1. Student coming in the class after 10 minutes will be marked as
absent.
2. Late submission of assignment is strictly discouraged. Late
assignment will not be accepted.
3. Turn off Cell Phones in the Class.
4. You are encouraged to help each other with your homework
assignments – but you must turn in your own work. Total= x4
5. Quizzes are announced. Total= x4
6. If you are found to be cheating, you will fail at least the Quiz/
test and perhaps the entire class.

13. What is Digital Marketing?
Digital marketing can be defined as:
The use of digital channels, platforms, and technologies
to promote and advertise products, services, or brands to
a target audience.
It encompasses a wide range of online tactics and strategies:
• Search engine optimization (SEO),
• Social Media Marketing, (SEM)
• Email marketing,
• Content Marketing,
• Pay-per-click advertising (PPC),
• and more.

14. Digital Marketing Process
• Objective: Promoting products, services, or brands to a
targeted audience.
• Strategy: Utilizing digital channels and technologies.
• Methods: SEO/SEM, Social Media Marketing, Email
Campaigns, and Metrics & More.
• Result/Purpose: Enhancing Brand Visibility, Engaging
Customers, and Driving Digital Conversions.

15. Digital Marketing: Key Concepts
1.Search Engine Optimization (SEO): The practice of optimizing your
website to rank higher in search engine results pages (SERPs), increasing
organic (non-paid) traffic.
2.Search Engine Marketing (SEM): The practice of promoting websites
by increasing their visibility in search engine results pages(SERPs) through
paid advertising methods like PPC and other paid search strategies.
3.Pay-Per-Click Advertising (PPC): A paid advertising model where
advertisers pay a fee each time their ad is clicked, often used in platforms
like Google Ads.
4.Analytics and Data Analysis: Using tools like Google Analytics to
measure and analyze website and campaign performance to make data-
driven decisions.

16. Digital Marketing: Key Concepts
1.Content Management System (CMS): A software platform (e.g.,
WordPress) that allows you to create, manage, and publish digital content
easily.
2.Digital Advertising Channels: Various platforms and channels for
advertising, including display ads, social media ads, video ads, and more.
3.Influencer Marketing: Partnering with individuals with a significant
online following (influencers) to promote products or services.
4.Marketing Funnel: A visual representation of the customer journey
from awareness to conversion, often divided into stages like Awareness,
Consideration, Conversion and Loyalty.
5.Remarketing/Retargeting: Displaying targeted ads to users who have
previously visited your website or interacted with your brand online.

17. What Is E-commerce?
A comprehensive definition
Electronic commerce encompasses the entire online
process of
• Developing
• Marketing
• Selling
• Delivering
• Servicing
• Paying for products and services
It relies on the Internet and other information
technologies to support every step of the process

18. Types of E-Commerce

19. E-commerce vs. E-business

20. E-commerce vs. E-business
E-business:
• Digital enabling of transactions and processes within a firm,
involving information systems under firm’s control.
• Does not include commercial transactions involving an
exchange of value across organizational boundaries.
• E-business applications turn into e-commerce precisely when
an exchange of value occurs.

21. E-commerce: Key Concepts
• Friction-Free Commerce: A seamless, obstacle-free online buying and
selling experience. This typically involves easy navigation, quick loading
times, secure payment options, and a user-friendly interface.
• Lowered Search Costs: Reduced time and effort required for customers to
find products or services online. This can be achieved through various
means such as advanced search algorithms, personalized
recommendations, intuitive website design, and efficient categorization, all
of which help users quickly locate the products or services that match
their preferences and needs.
• Disintermediation: Eliminating middlemen from the supply chain in online
transactions. It often occurs due to the direct interaction between producers
or manufacturers and consumers facilitated by digital platforms.

22. New channel structures

23. E-commerce: Key Concepts
• Price Transparency:
• Clearly displaying all costs associated with a product or service for
consumers to make informed decisions.
• It involves providing comprehensive and readily accessible
information about pricing structures, discounts, shipping fees, and
any other charges. Price transparency helps consumers make
informed purchasing decisions
• Elimination of Unfair Competitive Advantage:
• First-mover advantages(those firms who were first to market in particular
area and who moved quickly to gather market share)
• Brand Value
• Information asymmetries:
• Online prices are cheaper than offline vice versa
• Merchants set prices on hit and run pricing (frequently changing)
• Network effect:
• Occurs where all participants receive value from the fact that everyone
else uses the same tool or product.
• For example, a common operating system, telephone system, all of which
increase in value as more people adopt them

24. Agency roles vs. In-house roles
Let's explore two of the main paths you can pursue in your career,
in-house and agency positions.
In-house roles: Work for a single company to market and sell
their products.
• Get to know one company and its products extremely
well.
• Gain deep knowledge and expertise in a specific
industry.
Agency roles: Agencies partner with companies that don't have in
house marketing teams to fill their digital marketing and
advertising needs.
• Collaborate on a variety of initiatives and multiple
industries.
• Develop a broad and flexible expertise
• Get to know certain skill sets very well.

25. Roles and responsibilities in digital
marketing and e-commerce
Associate-level roles in digital
marketing
• Digital marketing coordinator*
• Marketing associate
• Search Engine Optimization (SEO)
specialist
• Search Engine Marketing (SEM)
specialist
• Social media specialist
• Email marketing specialist
Associate-level roles in e-
commerce
• E-commerce analyst*
• E-commerce specialist
Advance to roles
• Digital marketing manager
• Social media strategist
• Account manager
• E-commerce product manager