Module Title
Programme
Term
Level
Credits
:
:
:
:
:
Student Learning
:
Digital Marketing Applications (MK-3)
MBA
IV
Masters
3
Learning
Contact
Guided study
Assessment
Total
Hours
36
30
10
76
Aim & Objectives
In the era of information technology the mangers of today cannot stay aloof
from technology interventions in business management .
Marketing is
integral part business process and Technology has changed the marketing
scenario altogether . Today’s marketer has to be aware of the digital Market
interventions and this course has been designed keeping in mind the
requirement of industry on one end and competence enhancement on the
other. At the end of this course you will be equipped with the skill to
understand and initiate digital marketing.
Teaching and Learning Approach
The course will use a combination of lectures, conceptual discussions, and
case analysis with the discussions and presentations on case reports /project
work. Experience sharing sessions with practitioners will be organized. The
cases enable participants to undergo meaningful exercises
in decision making in a variety of real life global marketing situations.
Participants are
expected to come prepared with the readings, analysis of cases and group
exercises assigned for a particular session
Guided Study
Guided study will include text readings, articles on contemporary issues in
organization, assignments, case analysis and power point presentations.
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Assessment
Assessment of the student will be based on mid-term and end term
examination and continuous assessment subject to class participation,
assignments and presentations.
Indicative Contents
Topic
Coverage
Unit-1 :
Marketing A
Paradigm Shift.
a) Impact of Technology on
Marketing .
b) Introduction to Digital
Marketing as new tool of
Marketing
Unit-2:
Digital
marketing
scope
Unit-3:
Key Emerging
Digital
Marketing
Channels
Unit-4:
Online digital
ecosystem
Defining digital marketing
and its role
b) The impact of digital
marketing on businesses
c) How significant is digital
marketing?
d) Differences and similarities
between digital marketing
and traditional marketing
communications
No. of
Lectur
es
Present
ation
(s)
Case
study
4
1
1
a)
a)
b)
c)
d)
Internet marketing
Electronic Marketing
Mobile Marketing
Ooh Digital Marketing
a) Web 2.0 – what works &
what doesn’t
b) Online Business Models
c) Viral Marketing
d) E- Mail Marketing
e) Search Engine Marketing
f) Affiliate marketing
g) Cloud Marketing
h) Social Media Marketing.
Classified Marketing
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6
4
4
1
1
Unit-5:
Mobile
Marketing
Applications
Unit-6: : Social
Media
Marketing
Unit-7: Search
(SEO & SEM)
and Web
Analytics.
Unit-8: e Mail
Marketing and
online PR
a) Mobile marketing strategy
b) Mobile advertising
formats
c) Mobile applications,
d) How to integrate mobile
into digital channel
planning
a) Social influence marketing
b) social media
c) Integration of offline and
online social media.
d) Customer Behavior towards
online social marketing.
e) Role of social media in
Online brand management.
f) Social media metrics
a) Search Marketing
b) SEO process map
c) Google Ad words
d) Engagement metrics
Web Analytics
a) e Mail as marketing tool
b) Contact strategy
c) e-mail campaign
d) Permission and
Privacy issues.
e) Planning, integrating and
executing online PR activities
f) Tools and techniques for
online PR.
Social Media PR.
4
1
4
4
6
TOTAL
Books/References Recommended:

Digital Marketing: Global Strategies from the World's Leading Experts
Jerry Wind , Vijay Mahajan
___
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