Digital Marketing

Paper Code: 
24CDMK 201
Credits: 
4
Contact Hours: 
4.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to understand the digital marketing and its effects.

Course Outcomes: 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

24CDMK 201

Digital Marketing

(Theory)

 

CO 45 Explain concepts and framework of digital marketing

CO 46: Analyze the influence of market segmentation, targeting, and positioning on the online marketing mix decisions for digitization effects.

 

CO 47:  Apply online tools to segment, target, and position consumers by using data mining, psychographic profiling, and predictive and behavioral targeting for effective brand positioning online.

 

 CO :48 Examine the key digital marketing execution elements

CO 49: Apply knowledge of emerging trends in digital marketing to develop innovative strategies and solutions

CO 50: Contribute effectively in course-specific interaction.

Interactive Hours, Discussion, Tutorials, Reading assignments, Demonstration

 

Class test, Semester end examinations, Presentation, Individual and group projects, Task-based practical exercises to assess students.

 

 

 

 

 

12.00
Unit I: 
Digital Marketing:

Introduction, Traditional Vs Digital Marketing, Evolution of Digital Marketing, Framework of Digital Marketing, need for Digital engagement, Digital Marketing Plan

12.00
Unit II: 
Online Marketing Mix:

Market Segmentation, targeting and Positioning for E-products, E-Price, E-Promotion, Website Characteristics affecting Online Purchase Decision, Digitization and Implications to online Marketing Mix Decisions

12.00
Unit III: 
Consumer Segmentation, Targeting and Positioning using Online tools:

Knowledge Discovery and Data mining, Consumer Segmentation, Consumer Segmentation in Virtual Page, Brand Pages, Consumer Psychographic Profiles and Segmentation, Benefits of Segmentation.
Consumer Targeting: Online Targeting, Deterministic and non- deterministic Targeting, Predictive and Behavioural Targeting
Positioning: Concept, Brand Positioning Online.

12.00
Unit IV: 
Digital Marketing Execution Elements:

Managing Digital Marketing Revenue, Managing Service Delivery and Payment, Managing Digital Implementation Challenges.

12.00
Unit V: 
Digital Marketing Emerging Trends:

Voice Search, Smarter Chat, Micro Moments, Augmented and Virtual Reality Marketing, Live Videos, AI and Machine Learning, Engagement Based E-mail Marketing, Rich Lead Profiling, Browser Push Notifications, Content Personalisation, Chatbots, Local Influencer Marketing.

Essential Readings: 

• Vandana Ahuja, Digital Marketing, Oxford Higher Education
• Puneet Singh Bhatia, Fundamentals of Digital Marketing, Pearson

References: 

SUGGESTED READINGS:
• Gay, Charlesworth, Esen, Online Marketing, Oxford
• Seema Gupta, Digital Marketing, Mc Graw Hill Education

Academic Year: 
2024-2025
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