Scribd Logo
Upload

Welcome to Scribd!

  • 19 views

    Introduction To Digital Marketing DKeGMwr1eF

    Uploaded by

    Mahek
    The document outlines a course on digital marketing, including objectives, outcomes, syllabus details, textbooks, and assessment criteria. The syllabus covers key digital marketing concepts like SEO, social media marketing, content marketing, and search engine marketing. Students will learn digital marketing frameworks, tools, and how to create online marketing campaigns.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Introduction To Digital Marketing DKeGMwr1eF

    Uploaded by

    Mahek
    19 views2 pages
    The document outlines a course on digital marketing, including objectives, outcomes, syllabus details, textbooks, and assessment criteria. The syllabus covers key digital marketing concepts like SEO, social media marketing, content marketing, and search engine marketing. Students will learn digital marketing frameworks, tools, and how to create online marketing campaigns.

    Original Description:

    Digi

    Original Title

    _Introduction_to_Digital_Marketing_DKeGMwr1eF

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document outlines a course on digital marketing, including objectives, outcomes, syllabus details, textbooks, and assessment criteria. The syllabus covers key digital marketing concepts like SEO, social media marketing, content marketing, and search engine marketing. Students will learn digital marketing frameworks, tools, and how to create online marketing campaigns.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    19 views2 pages

    Introduction To Digital Marketing DKeGMwr1eF

    Uploaded by

    Mahek
    The document outlines a course on digital marketing, including objectives, outcomes, syllabus details, textbooks, and assessment criteria. The syllabus covers key digital marketing concepts like SEO, social media marketing, content marketing, and search engine marketing. Students will learn digital marketing frameworks, tools, and how to create online marketing campaigns.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    SVKM’s Narsee Monjee Institute of Management Studies

    Name of School – SCHOOL OF BRANDING AND ADVERTISING


    Program: BBA (Branding & Advertising) Semester : III
    Course/Module : Introduction to Digital Marketing Module Code:
    Teaching Scheme Evaluation Scheme

    Internal Continuous Term End Examinations


    Lecture Practical Tutorial (TEE)
    (Hours (Hours (Hours Credit Assessment (ICA)
    (Marks- 50 in Question
    per per per (Marks - 50) Paper)
    week) week) week)
    4 4 Marks Scaled to 50 Marks Scaled to 50
    Pre-requisite: NIL
    Objectives:
     Develop digital marketing strategies by setting up their own marketing framework of business
    goals, market insights, customer journey, marketing channels, and marketing objectives.
     Plan effective marketing content and channels that can maximize the ROI of their marketing
    campaigns.
     Analyze their audience and marketing performance along with newly emerging marketing
    technologies to upgrade their marketing strategies.
     Create a marketing campaign using the most effective channel to achieve their marketing
    objectives on popular marketing platforms such as Facebook and Google Ads.
    Outcomes:
    After completion of the course, students would be able to :
     Explain emerging trends in digital marketing and critically assess the use of digital marketing
    tools by applying relevant marketing theories and frameworks.
     Interpret the traditional marketing mix within the context of a changing and extended range of
    digital strategies and tactics.
     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.
    Detailed Syllabus: ( per session plan )

    Unit Description Duration


    1 Basics of Digital Marketing 2
    Definition, Process,
    Difference Between Digital Marketing and Traditional Marketing, Advantages 2
    of Digital Marketing
    Need, Scope, History of Digital Marketing, 2
    Approaches to Digital Marketing, 2
    Digital marketing framework; Digital Marketing mix, 2
    Introduction to tools of Digital Marketing 2
    2 Search Engine Optimization 2
    SEO-Concept, Meaning, Importance,
    SERP, Website Development tools, 2
    Basics of Search Engine, How Search Engine Works, 2
    What are keywords? Different types of keywords, 3
    Process of SEO, Introduction to On Page SEO and Off Page SEO 3
    SVKM’s Narsee Monjee Institute of Management Studies
    Name of School – SCHOOL OF BRANDING AND ADVERTISING
    3 Social Media Marketing 6
    Introduction to Social Media Marketing,
    Social Media Platforms-Facebook, Twitter, LinkedIn, YouTube, Instagram.
    Merits and Demerits of Social Media Platforms
    4 Content Marketing 6
    Basics of Content Writing, what is Content Marketing? Use of Content
    Marketing, Objective and Process of Content Marketing, Successful Content
    Marketing Campaigns
    5 Search Engine Marketing 3
    Basics of Search Engine Marketing,
    Introduction to Online Advertising –Types & Benefits of Display and Text 3
    Ads,
    Basics of Google Ads, 3
    Meaning of -PPC, CPC, CPA, CPM, CPA, CPL etc. 3
    6 Tools in Digital Marketing 2
    Social media marketing tools: Sprout Social, Audience
    E-mail marketing tools: HubSpot, SendGrid, Moosend 2
    SEO (search engine optimization) tools: Ahrefs, Clearscope, SEMRush 2
    Conversion optimization tools: Unbounce, Optimizely, Hotjar 2
    Lead enrichment tools: Clearbit, Datanyze 2
    Landing page and lead capture tools: OptiMonk, Typeform 2
    Total 60
    Text Books:
    1. Ian Dodson, The Art of Digital Marketing, Wiley, 1st Edition, January 2016
    2. Seema Gupta, Digital Marketing, Mc-Graw Hill, 3rd Edition, August 2022
    3. Amresh Bharati, Digital Marketing, Invincible Publication, December 2022
    Reference Books:
    1. Dr. Ragavendra K and Shruthi P, Digital Marketing, Himalaya Publishing House Pvt. Ltd., 1st
    Edition, 2016
    2. Philip Kotler, Marketing 4.0 – Moving from Traditional to Digital, Wiley, April 2017
    Any other information :

    Details of Internal Continuous Assessment (ICA): 50 Marks

    Test I: 10
    Test II: 10
    Term Work: 30
    Details of Term Work: Assignments, Viva, Presentations

    Signature Signature
    (Prepared by Dr. Anirrban Ghosh) (Approved by Dr. Anirrban Ghosh)

    You might also like