Digital Marketing

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-pedagogy

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