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Digital Marketing

Course Title: Digital Marketing                                                       Full Marks: 45+30

Course No: MIT552                                                                          Pass Marks: 22.5+15

Nature of the Course: Theory + Practical                                        Credit Hrs: 3

Semester: II

Course Description:

This course introduces the concepts of digital marketing. The course contains concepts and structures of digital marketing types, tools and analytical aspect digital marketing. This course also highlights various types different digital marketing metrics.

Course Objectives:

Upon completion of the course, students should be able to:

1. Understand concepts of digital marketing and differentiate it from traditional marketing
2. Plan and execute digital marketing strategies in real world scenarios
3. Use various method of digital marketing effectively for real world scenarios
4. Understand concept of lead generation and lead funnel

Course Contents:

Unit 1: Introduction to Digital Marketing (2 Hrs.)

Defining digital marketing, traditional marketing vs. digital marketing, relevance of digital marketing, the 3i principle

Unit 2: Search Engine Marketing and Optimization (12 Hrs.)

Techniques to generate website traffic, Techniques used to increase the visibility of webpage on Google search resultpage (SERP), Positioning in SERP, On-page optimization, Off-page optimization, Pay per click, Google AdWords

Unit 3: Social Media Marketing (10 Hrs.)

Types, forms and stakeholders of SMM, Understanding the right fit, various SMM Strategies, Analysis of social media

Unit 4: Web Analytics (6 Hrs.)

Analyzing the behavior of visitors to a website through reports based on traffic sources, referring sites, page views, and conversion rates of that website, Google Analytics concept, setup, monitoring and analyzing

Unit 5: Email Marketing (4 Hrs.)

Email marketing process, Design and contents, Delivery and Discovery of email marketing

Unit 6: Strategy and Planning (4 Hrs.)

Digital marketing plan and structure, Identification of tools and audience, defining objectives and activities, Analysis and ROI

Unit 8: Content Marketing (5 Hrs.)

Definition, history, and need of content marketing, Business model and cases of content marketing, Epic content marketing

Unit 7: Affiliate Marketing (2 Hrs.)

Concepts and examples of affiliate marketing

Laboratory Works:

Lab works includes on page and off page optimization of a particular website using various tools, hands on sessions of social media marketing with lead generation and ppc and google analytics setup, monitoring and analysis.

References:

1. Ian Dodson – The art of digital marketing the definitive guide to creating strategic, targeted and measurable online campaigns (2016), Wiley
2. Russ Henneberry& Ryan Deiss, Digital Marketing for Dummies, 2^nd Edition, John Wiley & Sons, Inc.
3. Pulizzi, Joe, Epic content marketinghow to tell a different story, break through the clutter, and win more customers by marketing less-McGraw-Hill Education (2014)