Digital Marketing

Paper Code: 
MRM 322
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

                                                Course Objectives

• To acquaint the students with the digital marketing landscape

• To acquire the concepts and tools to create, distribute, promote and price products and services digitally.

                                      Course Outcomes (COs):   

Learning Outcomes (at course level)

Learning and teaching strategies

Assessment Strategies

 
 

The student will be able to-

  1. Understand how products fit into the digital marketing mix.
  2. Appreciate how digital tools are changing how products are developed and offered.
  3. Analyze how data mining helps in STP.
  4. Managing digital elements
  5. Learning emerging digital marketing trends

 

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

 

 

12.00
Unit I: 
Digital Marketing:

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:

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:

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:

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:

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

Academic Year: 
2020-2021
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