Managing Digital Business

Course Overview

This course aims to provide students with a comprehensive introduction to digital marketing, covering essential topics such as social media marketing, SEO, Google Ads, and email marketing. Students will engage in practical exercises, hands-on activities, and real-world applications to enhance their proficiency in digital marketing strategies and tools.

Course Objective

  • Understand the fundamentals of digital marketing and its importance.
  • Learn about different digital marketing channels and strategies.
  • Develop skills in planning and executing social media and content marketing.
  • Gain knowledge of SEO and Google Ads for effective search engine marketing.
  • Create and manage a website or landing page for better conversions.
  • Implement an integrated marketing strategy across various digital channels.
  • Develop and manage email marketing campaigns and other advanced digital marketing techniques.
  • Analyse digital marketing analytics to improve strategies and achieve marketing objectives.

Pedagogy:s

  • Lectures: Theoretical foundations and key concepts will be taught through interactive lectures.
  • Hands-on Activities: Practical activities to apply learning in real-world scenarios.
  • Case Studies: Real-world examples to illustrate the application of digital marketing concepts.
  • Workshops: Collaborative sessions to enhance understanding and encourage diverse perspectives.
  • Practical Exercises: Exercises to build practical skills in creating and managing digital marketing campaigns.

Course Outcomes

By the end of the course, students will be able to:

  • Navigate and utilize various digital marketing channels effectively.
  • Create and optimize social media and content marketing strategies.
  • Understand and implement SEO and Google Ads for search engine marketing.
  • Build and manage a website or landing page for better conversions.
  • Develop and execute an integrated marketing strategy.
  • Create and manage email marketing campaigns and other advanced digital marketing techniques.
  • Analyze and improve marketing strategies using digital marketing analytics.

Session Plan

Corporate Finance

Session No. Module Topics Activities
1 Getting Started Digital Marketing Introduction, Fundamentals, Traditional vs Digital Marketing Lecture/Discussion
2 Getting Started Sales Psychology, Sales Funnel Lecture/Discussion
3 Getting Started Domain & Hosting, Types of Websites Lecture/Discussion, Practical Exercise
4 Getting Started Website/Landing Page Planning Hands-on Activity
5 Social Content Marketing Buyer Persona, Content Calendar Workshop
6 Social Content Marketing Influencer Marketing, Hash Tag Research Case Study, Workshop
7 Social Media Organic Facebook, LinkedIn, Twitter Marketing Lecture/Discussion
8 Social Media Organic Instagram, YouTube, Quora, Pinterest Marketing Lecture/Discussion
9 Social Media Organic Tools Hands-on Activity
10 Social Media Paid Facebook, LinkedIn Marketing Practical Exercise
11 Social Media Paid Twitter, Instagram Marketing Practical Exercise
12 Social Media Paid Quora, Pinterest Marketing Practical Exercise
13 SEO On Site SEO Introduction, On Page Optimization, Local SEO Lecture/Discussion, Workshop
14 SEO On Site International SEO, Black Hat SEO Workshop, Lecture/Discussion
15 SEO On Site Google Analytics & Search Console, GTM, ASO Hands-on Activity
16 SEO On Site SEO Strategy & Plan Workshop
17 SEO Off Site Backlinks, Web 2.0, Content Writing & Marketing Workshop
18 Google Ads Account Setup, Smart Campaign, Search Ads, Display Ads Practical Exercise
19 Google Ads Video Ads & YouTube Marketing, Shopping Ads, Lead Generation Campaigns, Remarketing Practical Exercise
20 Google Ads, Add Ons Conversion Tracking, Email Marketing, ORM, Ecommerce Marketing, Drop shipping, Affiliate Marketing, Google AdSense, Mobile Web Marketing, Freelancing Hands-on Activity, Lecture/Discussion

References:

  • Ryan, D., & Jones, C. (2012). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page.
  • Kingsnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page.

Textbooks:

  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. Pearson.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.