PGDM Core Subject
Digital Advertising & Programmatic Buying
Course Objective
Primary PO Mapping: PO1 (Tech Integration) and PO4 (Communication & Digital Fluency). Strategic Focus: Mastering digital fluency and persuasive storytelling using AI-driven automated media tools.
Mandatory Textbook: Digital Marketing: Strategy, Implementation, and Practice by Dave Chaffey and Fiona Ellis-Chadwick.
Internal Assessment Scheme (70 Marks)
|
Component |
Marks |
Description |
Mapped CO |
|
Simulation |
20 |
The Bidding War: Real-time channel optimization to minimize CAC. |
CO2, CO3 |
|
Case Study |
10 |
"The Brand Pivot": Analyzing a legacy brand's digital transformation via AI. |
CO3 |
|
Presentation |
10 |
"Innovation Pitch": Defending an AI-driven digital media strategy. |
CO5 |
|
Mid Term |
10 |
Written exam covering SEO, SEM, and Content Strategy. |
CO1 |
|
Project |
10 |
"Digital Audit": Forensic analysis of a brand’s footprint and ethics. |
CO4 |
|
Class Participation |
10 |
Participation in real-time dashboard analysis labs. |
All |
20-Session Plan
|
Session |
Topic |
Pre-Reading (Chaffey et al.) |
Daily Assignment |
|
1 |
The Digital Ecosystem Evolution |
Ch 1: Digital Marketing Intro |
|
|
2 |
SEO: Technical Architecture |
Ch 3: Digital Environment |
A1: Technical SEO Audit |
|
3 |
Content Strategy & AI Writing |
Ch 4: Strategy Development |
Create an AI Brand Persona |
|
4 |
PPC & Search Engine Marketing |
Ch 5: Digital Media Impact |
A2: Google Ads Setup |
|
5 |
The Programmatic Landscape |
Tech Note: Ad Exchanges |
|
|
6 |
Real-Time Bidding (RTB) Logic |
Tech Note: DSP Algorithms |
A3: Bidding Logic Map |
|
7 |
Social Media Paid Ecosystems |
Ch 8: Campaign Planning |
|
|
8 |
Display Ads & Remarketing |
Ch 9: Communications |
A4: Retargeting Funnel |
|
9 |
Marketing Automation & CRM |
Ch 10: Relationship Mktg |
|
|
10 |
Mid-Term Internal Exam |
Review Sessions 1–9 |
Mid-Term (10M) |
|
11 |
Mobile Marketing & Geofencing |
Ch 11: B2C Digital |
|
|
12 |
Video Marketing & YouTube SEO |
Manual: AI Video Tools |
A5: Video Ad Scripting |
|
13 |
Influencer & Affiliate Logic |
Tech Note: Affiliate Nets |
|
|
14 |
Web Analytics & Attribution |
Ch 12: B2B Digital |
A6: GA4 Dashboard |
|
15 |
Simulation Lab: Bidding War |
Manual: Channel Opt. |
Simulation (20M) |
|
16 |
Programmatic Audio & DOOH |
Manual: Digital-Out-of-Home |
|
|
17 |
Data Privacy & DPDP Act |
Ch 13: Governance |
Ethics Compliance Check |
|
18 |
Conversion Rate Optimization |
Ch 7: Customer Experience |
|
|
19 |
Presentation: Innovation Pitch |
Manual: Strategy Defense |
Presentation (10M) |
|
20 |
Course Synthesis & Feedback |
Portfolio Review |