This document provides an overview of the MKT 327 - Digital Marketing and Media Analytics course. The course has 0 lectures and 3 hours of practical work per week over 2 credits. The course outcomes include developing a digital marketing strategy, using search engines and social media for promotions, applying measurement techniques, and evaluating social media strategies. The course covers topics such as social influence marketing, email marketing, social media marketing, digital operations, and applying metrics. Students will gain skills in data analysis, content creation, SEO, communication, and social media.

1. Lecture- Zero
MKT 327- Digital Marketing and Media Analytics
Instructor: Dr. Avtar Singh

2. LTP and credit details
• L-T-P: 0-0-3
• 0 Lecture and 3 Practical/ Week
• Credits: 2
• CA-02/03

3. Course Outcomes
CO1 :: develop a comprehensive digital marketing strategy.
CO2 :: use of search engines and social networking sites for brand promotions.
CO3 :: apply measurement techniques to evaluate the digital marketing efforts
CO4 :: evaluate the social media and fan page and formulate social media marketing
strategies

4. Program Outcomes covered in the course
•PO1 : Business knowledge : Understand the business concepts and demonstrate its effective
application in real world
•PO2 : Management knowledge : Apply management concepts, principles and insights to the dynamic
situations in world of business
•PO3 : Leadership : Demonstrate effective leadership and team membership skills in professional and
community life.
•PO4 : Communication Skills : Ability to communicate effectively using oral and written communication
skills.
•PO5 : Ethics and sustainability : Ability to approach decisions in ethically, legally, socially, culturally and
environmentally responsible manner.
•PO6 : Life Long Learning : Recognize the need for and an ability to engage in life-long learning

5. Programme Specific Outcomes
PSO1 : Comprehend the business environment and develop
strategies promptly for business profitability and competitive
advantage.
PSO2 : Demonstrate competence to contribute to rationale
business decisions based on management principles and
analysis.

6. PO-CO mapping
Outcome Heading Description
CO1: Develop a
comprehensive digital
marketing
strategy.
CO2:Use of search
engines and social
networking sites for
brand promotions.
CO3:Apply
measurement
techniques to evaluate
the digital marketing
efforts
CO4:Evaluate the
social media and fan
page and formulate
social media
marketing strategies
PO1 Business knowledge
Understand the business
concepts and demonstrate
its effective application in
real world
2 2 2 2
PO2 Management knowledge
Apply management
concepts, principles and
insights to the dynamic
situations in world of
business
3 2 1 2
PO3 Leadership
Demonstrate effective
leadership and team
membership skills in
professional and
community life.
2 1 1 2
PO4 Communication Skills
Ability to communicate
effectively using oral and
written communication
skills.
2 1 3 2
PO5 Ethics and sustainability
Ability to approach
decisions in ethically,
legally, socially, culturally
and environmentally
responsible manner.
2 3 1 2
PO6 Life Long Learning
Recognize the need for
and an ability to engage in
life-long learning.
2 1 1 3

7. Course content
List of Practicals / Experiments:
Social influence marketing (SIM)
•Creating blog via blogger
Creating website using weebly/wix
Email marketing
Adwords
Affiliate mayketing
Social media marketing using facebook,youtube etc

8. Digital media operations
• Planning Social Media program
• Budgeting
• Documentation
• Publishing
• Building your team
• Choosing an agency
• Technology Infrastructure
• Monitoring tools
List of Practicals / Experiments:

9. List of Practicals / Experiments:
Launching campaigns
• Blogger Outreach
• UGC contests
• Podcasting
• Making connections in LinkedIn
 List

10. List of Practicals / Experiments:
Advertising and promotion
Facebook
Google
Blogs
Website
Email marketing
Applying metrics
digital Media goals and tactics to achieve them
digital Media analytics
Tools for Social Media analytics
Evaluating each platform’s metrics: Facebook, YouTube,
Twitter

13. Skill set
 Data Analysis
 Content Creation
 SEO & SEM
 CRM
 Communication Skills
 Social Media
 Basic Design Skills

14. Practical Applications of the Subject
•Design and implement social media marketing in branding
•Develop social media marketing strategies for propagating
ideas, messages, products, and behaviors across social
networks.
•Apply online business plans and strategies to enhance
results on internet marketing
•Run social media marketing campaigns
•Analyze web and social media metrics

15. Text Books: 1. DIGITAL MARKETING by SEEMA GUPTA, MC
GRAW HILL
Reference: 1. SOCIAL MEDIA AND MOBILE MARKETING by
PUNEET BHATIA, WILEY
Text and
Refrence Book

16. MOOCS and Certifications
Vskills
Govt. certification
CERTIFIED WEB ANALYTICS PROFESSIONAL

17. Free Resources to Learn Digital marketing in 2022
• Google's Online Marketing Challenge.
• Social Media 101 Course By Constant Contact.
• HubSpot Academy.
• Google Skillshop.
• Skillshare.
• SEMrush Academy.
• Ahrefs Academy.
• Facebook Blueprint.

18. Advanced learning outcome
1. Analyse the confluence of marketing, operations, and human resources in real-time delivery.
2. Demonstrate cognitive knowledge of the skills required in conducting online research and research on online markets,
as well as in identifying, assessing and selecting digital market opportunities.
3. Explain emerging trends in digital marketing and critically assess the use of digital marketing tools by applying relevant
marketing theories and frameworks.
4. Investigate and evaluate issues in adapting to globalized markets that are constantly changing and increasingly
networked.
5. Interpret the traditional marketing mix within the context of a changing and extended range of digital strategies and
tactics.
6. Comprehend the importance of conversion and working with digital relationship marketing and
7. Analyse cross-cultural and ethical issues in globalised digital markets.