MDM : BTech: AIML/ Comp/ Comp (R)/ E&Tc/ IT/ Mech Semester: III
Course : Foundations of Digital Marketing Code : BCE23MD01
Teaching Scheme (Hrs./Week) Evaluation Scheme and Marks
Credits FA
Lecture Practical Tutorial SA Total
FA1 FA2
2 2 - - 10 10 30 50
Prior knowledge of
Understanding of design thinking and planning is essential.
Course Objectives:
This course aims at enabling students,
1. To understand the basic concept of Digital Marketing.
2. To understand the basics of Mobile Marketing.
3. To comprehend the concept of Online Marketing.
4. To familiarize with the knowledge of E-mail Marketing.
Course Outcomes:
After learning the course, the students should be able to:
1. Understand the core concepts of Digital Marketing.
2. Understand the basics of Mobile Marketing.
3. Summarize the core concepts of Online Marketing.
4. Discuss E-mail marketing techniques.
Detailed Syllabus:
Duration
Unit Description
[Hrs]
Introduction to Digital marketing
The Concept , Need & Evolution of Digital Marketing, Reason for growing
I 7
importance of Digital Marketing in India, Digital Marketing: Types & Examples.
Case Study on Digital Marketing
Mobile Marketing
Meaning, types & Evolution, Mobile – market size and rate of growth, Mobile
II
applications, Types of Mobile Marketing, Advantages and Disadvantages of Mobile 8
marketing, Performance marketing: definition, benefits.
Case Study on Mobile Marketing
MDM in Digital Marketing Page 6
Online Marketing
The concept of Digital Marketing Mix, 7 P’s of Online Marketing: Product, Price,
III
Promotion, Place People, Process, Physical evidence, Methods of Online Marketing 7
promotion.
Case Study on Online Marketing
Email Marketing
Email Marketing: Need for Emails, Types of Emails, options in Email advertising,
IV
Do’s and Don’ts of an email marketing campaign, Introduction to E-mail marketing 8
tool- Mailchimp.
Case Study on Email Marketing
Total 30
Text Books:
1. Damian Ryan& Calvin Jones. Understanding DIGITAL Marketing, 2009, ISBN 9780749453893
2. Vandana Ahuja, Digital Marketing, Oxford University Press, New Delhi, 2015, ISBN: 9780199455447.
3. Jodie the Mom (2023) Email Marketing Planner: Organize and Track Your Emails, 2023, ASIN :B0C5KNF1BM
Reference Books:
1. Dave Evans., Susan Bratton, Social Media Marketing: The Next Generation of Business Engagement. Wiley ,
2010, ISBN: 978-0-470-63403-5
2. George Pain(2019). Marketing Automation and Online Marketing: Automate Your Business through Marketing
Best Practices such as Email Marketing and Search Engine Optimization, 2019, ISBN-10 1922301132:
e-sources:
1. https://www.coursera.org/learn/foundations-of-digital-marketing-and-e-commerce
2. https://open.umn.edu/opentextbooks/textbooks/1602
MDM in Digital Marketing Page 7
