Syllabus for Digital Marketing Course , SEO, SEM, Mobile and Video Marketing, Data analytics

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Bachelor of Business Administration (BBA) Program
Course Name: Digital Marketing
Course Code: MKT 242/ MKT 371
Course Owner: Dr. M C Rashid
Galgotias University
School of Business

2. Page 2 of 7
Lesson Plan
Faculty Name DR. M C Rashid SOB Asst. Prof
Course: Digital
Marketing
Course Code: BBMK 2016
Step 0:At the end of the course, the student will be able to:
CO1 Assess the impact of digital technology on the practice of marketing (K5)
CO2 Analyse the use of different forms of digital marketing in the development of an online presence
and select appropriate segmentation, precise targeting and positioning. (K4)
CO3 Develop a plan for marketing a product of business online. (K4)
CO4 Practice social media tools for marketing communications strategy (K2)
CO5 Apply analytics for effective digital marketing. (K3)
CO6 Recognize cross-cultural and ethical issues in globalised digital markets context. (K1)
Step 1:Preparation of course outcomes (Cos) assessment table:
Cos Knowledge
level
Assessment tools
Internal test End semester
exam
Mini
Project
Target
1 2 3
CO1 K2 60 30 20
CO2 K2 40 20 20
CO3 K6 50 20 20
CO4 K4 50 10 20
CO5 K3 10 20 100
CO6 K6
Total 100 100 100 100 100
It is see that efforts are to be taken to achieve the following level of knowledge i.e., K2, K3,K4,K6 through
this course.(K1-Remembering, K2-Understanding, K3-Applying, K4-Analyzing, K5-Evaluating, K6-
Creating)
Step 2: Course outcomes (COs) and Program Outcome Mapping
CO/PO Mapping
(S/M/W indicates strength of correlation) S-Strong, M-Medium, L-Low
CO
s
Programme Outcomes(POs)
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO1
0
PO1
1
PO1
2
PSO
1
PSO
2

3. Page 3 of 7
CO
1
S
CO
2
M M
CO
3
S
CO
4
M
CO
5
M M
CO
6
M M
Step 3: Topic with lessonplan with outcome based focus:
Note: Teaching Methodology (Lecture, discussion, quiz, student seminar, demonstration,
tutorial)
Note: Topic wise class notes is to be prepared by the teacher as per format enclosed
Session
No.
Date
Topic proposed to be
covered
Material
no. (of the
class notes
prepared
as per
format)
References
for
reading
(book /
journals /
websites)
Teaching
methodology
Focus for
CO
achievement
01 04/01/2018
An introduction to Digital
Marketing
How internet works, Internet
Characteristics,
Barak Obama and Narendra
Modi Digital Marketing
Campaigns
Module 1
Text Book,
Chapter 1,
Pp; 10-44
Text book,
Chapter 7,
pp; 154-166,
Handouts
Text Book,
Chapters 1
page 10-44
Text book,
Lecture/Class
Activity/Case
study
discussion/role
plays/
presentations
from students
CO1
02
05/01/2018 E- Business, E-commerce, E-
marketing/ internet Marketing,
Digital Marketing Platforms
Module 1
CO1
03
06/01/2018 Case Study 1: Nike Digital
Strategy
Module 1 CO1
04
09/01/2018 Applications of Digital
Marketing, key
Communications Concepts for
Digital Marketing, Aligning
Internet with business
Module 1 CO1

4. Page 4 of 7
objectives Chapter 7,
pp; 154-166,
SF
Handouts
Text book,
Chapter 7,
pp; 154-166
Topics to be
sent to the
students
CEF,
Chapter 5,
pp; 258-296
CEF,
Chapter 5,
pp; 258-296
05
10/01/2018 Basics of digital buying
behaviour, Psychology of social
shopping, The Online
Exchange Process
Module 2
CO1
06 11/01/2018
Case Study2# ITC E-
Chaupal
Module 2 CO2
07 12/01/2018
Technological, social/cultural
and legal context broad
individual characteristics,
psychology, and consumer
resources, outcomes that
consumers seek from online
exchanges
Module 2 CO2
08 13/01/2018 Students Presentations Module 2 CO2
09 16/01/2018
Digital Marketing Mix:
Product
Module 3
CO2
10
17/01/2018 Case Study#3: Toyota Prius
ad campaign
Module 3 CO2
11 18/01/2018 Digital Marketing Mix: Price Module 3
Lecture/Class
Activity/Case
study
discussion/role
plays/
presentations
from students
CO2
12
19/01/2018 YOUTUBE LECTURE
VIDEO
Module 3 CO2
13 20/01/2018 Digital Marketing Mix: Place Module 3 CO3
14
23/01/2018 Case Study#4: Coca Cola
Content Management
Strategies
Module 3 CO3
15
24/01/2018 Digital Marketing Mix: Place
People, Process & Physical
Evidence
Module 3
Lecture, Board,
PPT, Case
CO3
16
25/01/2018 Digital Marketing Mix: IMC
Digital Marketing
Communication IMC approach
Owned Media , website, blogs,
email, text messaging , Sales
promotion offers, Online
games, Social network,
microblog , distinguish between
traditional media and social
media, content marketing
Module 3 Text book,
Chapter 12,
13, 14, pp
269-300
Text book,
CO3
17 30/01/2018 Students Presentations Module 3 CO3
18 31/01/2018 Paid media , Display ads,
Sponsorships,Classified ads,
Lecture/Class CO3

5. Page 5 of 7
Mobile ads,Display ads , Rich
Media Ads, Product placement,
Social media ads,online video,
Mobile ads,SEO: Paid search
Chapter 12,
13, 14, page
306-320,
Details in
course
outlines
Text book,
Chapter 12,
13, 14, pp;
326-342
Text book,
Chapter 8,
pp; 173-194
Text book
Chapter
8,pp; 173-
194
Text book,
Chapter 15,
page 349-
379
Text book,
Chapter 15,
pp; 349-379
Activity/Case
study
discussion/role
plays/
presentations
from students19 01/02/2018 YOUTUBE LECTURE
VIDEO
Module 3 CO3
20
06/02/2018 Earned media: Digital coverage
from , traditional media
Viral marketing,
Module 3 CO4
21
07/02/2018 Wikis, Ratings and reviews,
Social recommendations, Social
site discussion ,Collaborative
content
Module 3 CO4
22
08/02/2018 Search engine Optimization and
Search Engine Marketing, Web
Analytics
Module 3 CO4
23 13/02/2018 YOUTUBE LECTURE
VIDEO
Module 3 CO4
24
14/02/2018 Social Media Marketing:
Facebook, LinkedIn, Twitter,
You Tube, Google+
Module 3 CO4
25 15/02/2018 Students Presentations: Module 3 CO4
26-
27
20/02/2018 Segmentation and targeting
overview
Market segmentation bases and
variables
Module 4
CO5
28 21/02/2018 Students Presentations Module 4 CO5
29 22/02/2018
Targeting on line customers
Differentiation online
Online positioning bases
Module 4 CO5
30
27/02/2018 Case Study# 7: LinkedIn the
business oriented social
network
Module 4 CO5
31
28/02/2018 From Mass Marketing To
Relationship Marketing, pillars
of Relationship Marketing
Social CRM
Module 5
CO5
32 01/03/2018 Case Study#8: Fuji Xerox
CRM Solutions
Module 5 CO5
33 01/03/2018
Building Blocks for Successful
CRM
Rules for CRM success
Module 5
CO6
34 06/03/2018
YOUTUBE LECTURE
VIDEO
Module 5 CO6
35 07/03/2018 Open Book Quiz Module 5 CO6

6. Page 6 of 7
36 08/03/2018
Group Discussion: Challenges
of Understanding Online
Buying Behaviour
Module 5
Text book,
Chapter 8,
pp; 173-194
Text book
Chapter 15
349-79
CO6
37 13/03/2018
Industry Expert Module 5 Lecture/Class
Activity/Case
study
discussion/role
plays/
presentations
from students
CO6
38 14/03/2018 Open Book Quiz Module 5 CO6
39 15/03/2018 Review and feedback Module 5
Lecture/Class
Activity/Case
study
discussion/role
plays/
presentations
from students
CO6
40 20/03/2018
Students Presentations Module 5 CO6
Books/Journals and Websites
Sl.No Details
1 Digital Marketing: Strategy, Implementation and Practice Chaffey, Ellis-Chadwick, Fiona,
Pearson, 5th International Edition, 2014 (CEF)
2 Strategic Digital Marketing Eric Greenberg, Alrxander Kates, McGraw Hill Education, 1st
Edition, 2016
3 Understanding Digital Marketing, Damian Ryan, Kogan Page Publishers, 03-Nov-2016
4 1. E-Marketing Strauss and Frost, Pearson, 7th International Edition, 2013,(EF)
5 Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation, Damian Ryan, Calvin Jones, Ryan Damian, KOGAN PAGE, 2012

7. Page 7 of 7
6 Ecommerce Commerce 2010, Efraim, Turban, King, Lee, Pearson, 6th Edition
Teaching aids needed
Sl.No Session No. Details of teaching aids needed
1 1-6 Projector, lab, duster,markers
Activities/ Project
Sl.No Project details Submission date
- -- -
Assignments
Sl.No Assignment details Submission date
1. Written assignment
2. Presentations
Test dates
Test Date of test
Sign of course faculty Sign of course HoD