PGDM Core Subject
Digital Marketing
Course Objective
Course Objectives
- Gain a comprehensive understanding of digital marketing concepts and tools.
- Analyze digital consumer behavior and market dynamics.
- Design and implement digital marketing campaigns across multiple platforms.
- Evaluate the effectiveness of digital marketing using advanced analytics.
- Explore emerging trends and technologies shaping digital marketing.
Course Outcomes (CO)
| CO No. | Course Outcome | PO Mapping |
|---|---|---|
| CO1 | Demonstrate knowledge of digital marketing frameworks and channels. | PO1, PO2 |
| CO2 | Analyze consumer behavior in digital environments. | PO2, PO4 |
| CO3 | Design integrated digital marketing campaigns with measurable objectives. | PO1, PO5 |
| CO4 | Evaluate the effectiveness of digital strategies using analytical tools. | PO4, PO6 |
| CO5 | Adapt to new digital marketing technologies and platforms. | PO2, PO7 |
Digital Marketing Syllabus T30
| Session No. | Topics |
|---|---|
| 1 | Fundamentals of Digital Marketing and Digital Ecosystems |
| 2 | Search Engine Optimization (SEO) and Search Engine Marketing (SEM) |
| 3 | Social Media Marketing Strategies (SMM) |
| 4 | Content Marketing and Blogging Best Practices |
| 5 | Pay-Per-Click (PPC) Advertising and Campaign Management |
| 6 | Email Marketing Automation and Drip Campaigns |
| 7 | Affiliate Marketing and Influencer Collaborations |
| 8 | Web Analytics and Data-Driven Decision Making |
| 9 | Online Customer Journey and User Experience (UX) Design |
| 10 | Digital Consumer Behavior and Insights |
| 11 | Mobile Marketing and App-Based Strategies |
| 12 | Video Marketing and Visual Storytelling |
| 13 | Retargeting and Remarketing Techniques |
| 14 | Measuring ROI and Key Digital Marketing Metrics |
| 15 | E-commerce Marketing and Conversion Optimization |
| 16 | Digital Branding and Online Reputation Management |
| 17 | Emerging Technologies: AR, VR, and Metaverse Marketing |
| 18 | Regulatory Compliance (GDPR, Data Privacy) in Digital Marketing |
| 19 | Case Studies of Successful Digital Campaigns |
| 20 | Future Trends and Innovations in Digital Marketing |
References:
- “Digital Marketing: Strategy, Implementation, and Practice” – Dave Chaffey & Fiona Ellis-Chadwick
- “Marketing 4.0: Moving from Traditional to Digital” – Philip Kotler, Hermawan Kartajaya, & Iwan Setiawan
- “Social Media Marketing: A Strategic Approach” – Melissa Barker, Donald Barker, Nicholas Bormann, Krista Neher