Digital Marketing
Course Code BME456B
CIE Marks 50
Teaching Hours/Week (L: T:P: S) 1:0:0:0
SEE Marks 50
Total Hours of Pedagogy 15
Total Marks 100
Credits 01
Exam Hours 01
Examination type (SEE) Theory
Module-1
Introduction to Digital Marketing (DM)-Meaning, Definition, Need of DM, Scope of DM, History of
DM, Concept and approaches to DM, Examples of good practices in DM. Email Marketing-Need for
Emails, Types of Emails, options in Email advertising, Mobile Marketing.
Module-2
Social Media Marketing -Introduction to Blogging. Introduction to Face book, Twitter, Google +,
LinkedIn, YouTube, Instagram and Pinterest; their channel advertising and campaigns.
Module-3
Acquiring & Engaging Users through Digital Channels: Understanding the relationship between
content and branding and its impact on sales, search engine marketing, mobile marketing, video
marketing, and social-media marketing.
Module-4
Designing Organization for Digital Success: Digital transformation, digital leadership principles,
online P.R. and reputation management. ROI of digital strategies, how digital marketing is adding
value to business, and evaluating cost effectiveness of digital strategies
Module-5
Digital Innovation and Trends: The contemporary digital revolution, digital transformation
framework; security and privatization issues with digital marketing, Understanding trends in digital
marketing – Indian and global context, online communities and co-creation.
Suggested Learning Resources:
Books
1. Fundamentals of Digital Marketing by Puneet Singh Bhatia, Pearson
2. Moutsy Maiti: Internet Marketing, Oxford University Press India
3. Vandana, Ahuja; Digital Marketing, Oxford University Press India (November, 2015).
4. Eric Greenberg, and Kates, Alexander; Strategic Digital Marketing: Top Digital Experts
5. Share the Formula for Tangible Returns on Your Marketing Investment; McGraw-Hill
6. Professional (October, 2013).
7. Ryan, Damian; Understanding Digital Marketing: marketing strategies for engaging the
8. digital generation; Kogan Page (3rd Edition, 2014).
9. Tracy L. Tuten & Michael R. Solomon: Social Media Marketing (Sage Publication)
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