Course Status : | Ongoing |
Course Type : | Elective |
Duration : | 12 weeks |
Category : |
|
Credit Points : | 4 |
Level : | Undergraduate |
Start Date : | 11 Jul 2024 |
End Date : | 31 Oct 2024 |
Enrollment Ends : | 31 Aug 2024 |
Exam Date : | 15 Dec 2024 IST |
Exam Shift : | Shift - 1 |
Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.
Learning Objectives
In the Week 1, Learner will be able to:
• Identify impact of digital space and digital marketing in reaching out to customers.
• Find out the opportunities for marketers on digital platform.
• Use digital media for the creation of products and services.
• Differentiate factors that influence the consumer
• How and What are the different elements that make the consumer so unique?
Lecture Topics
W1_L1 Introduction to Marketing
W1_L2 Consumer Behavior
W1_L3 Introduction to Digital Marketing
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Learning Objectives
In the Week 2, Learner will be able to:
• Identify the importance of Search Engines.
• Relate Search Engines in digital marketing ecosystem.
• Outline the methods to do keyword research.
• Differentiate On-Page and Off-Page Optimization.
• Use the Google Keyword Planner.
Lecture Topics
W2_L1 Search Engine Optimization 1
W2_L2 Search Engine Optimization 2
W2_L3 Search Engine Optimization 3
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Learning Objectives
In the Week 3, Learner will be able to:
• Explain the working of Search Engines.
• Use Search Engine Marketing for advertisements.
• Outline Search Engine Marketing strategy.
• Illustrate Search Engine Marketing Operation and Auction model.
• Identify the factors influencing Search Engine Marketing.
• Categorize the factors influencing Search Engine Marketing.
• Create a Search Engine Marketing Campaign.
Lecture Topics
W3_L1 Search_Engine_Marketing : Part 1
W3_L2 Search_Engine_Marketing : Part 2
W3_L3 Display Advertising
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Learning Objectives
In the Week 4, Learner will be able to:
• How Social Media Marketing is to be used by marketers?
• What kind of opportunities does it provide to marketers?
• Identify marketers’ use of listening, talking, energizing & supporting.
• How to manage digital assets on Social Media Platforms?
• Identify the spread of Word of Mouth through social media.
• Use of Social Media Platform like Facebook, Twitter, Youtube & LinkedIn for Marketing.
Lecture Topics
W4_L1 Social Media Marketing
W4_L2 Social Media Marketing (Word of Mouth)
W4_L3 Social Media Platforms Part 1
W4_L4 Social Media Platforms Part 2
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Learning Objectives
In the Week 5, Learner will be able to:
• Tell about the reputation of brands on social media.
• Explain about increasing Positive Word of Mouth & decreasing negative Word of Mouth.
• Identify and resolve crisis situation in online space.
• How marketers use the mobile space?
• Differentiate IVR, SMS, Location Data, QR Code & Missed Call.
• Managing mobile sites and role of mobile apps.
• Understand planning and setup of a Website.
Lecture Topics
W5_L1 Online Reputation Management
W5_L2 Mobile Marketing Part 1
W5_L3 Mobile Marketing Part 2
W5_L4 Website Planning & Creation
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Learning Objectives
In the Week 6, Learner will be able to:
• Define email Marketing.
• Outline email Marketing and strategy to craft email marketing campaign.
• Creating email data base and CRM Activities.
• Define eCommerce and Retailing in Online Space.
• Illustrate advantages of eCommerce Platforms.
• Differentiate Show-rooming and Web-rooming.
Lecture Topics
W6_L1 Email Marketing Part 1
W6_L2 Email Marketing Part 2
W6_L3 Introduction to E Commerce Part 1
W6_L4 Introduction to E Commerce Part 2
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Learning Objectives
In the Week 7, Learner will be able to:
• Define eCommerce Business Process, Business Models
• Interpret eCommerce Shopping Cart Software & Other Factors of eCommerce based business.
• Identify role of aggregators in eCommerce business.
• Illustrate the Importance of content in digital space.
• Recall techniques of Content Marketing, Content types and strategies.
• List the Core brand principle for Content creation, Content Pillar and A/B Testing of Content.
• Using Influencers to create and promote content
Lecture Topics
W7_L1 E-COMMERCE Strategy 1
W7_L2 E-COMMERCE Strategy 2
W7_L3 Content Marketing
W7_L4 Content Creation Process
W7_L5 Influencer Marketing
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Learning Objectives
In the Week 8, Learner will be able to:
• Illustrate steps of Integrated Marketing Communication.
• Define Digital Marketing Strategy.
• List the Decision Making process of customer.
• Identifying and creating a strategy for Digital Market place.
• Define 6M Framework and SMART Strategy.
Lecture Topics
W8_L1 Digital Marketing Strategy Part 1
W8_L2 Digital Marketing Strategy Part 2a
W8_L3 Digital Marketing Strategy Part 2b
W8_L4 Digital Marketing Strategy Part 3a
W8_L5 Digital Marketing Strategy Part 3b
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Learning Objectives
In the Week 9, Learner will be able to:
• Relate the Importance of Analytics in digital space.
• Differentiate elements and sources to capture data in online space.
• Define types of tracking mechanism.
• Experiment with Account Structure of Google Analytics.
• Explain Conversion Tracker & Digital Engagement Funnel.
Lecture Topics
W9_L1 Digital Analytics & Measurement Part - 1a
W9_L2 Digital Analytics & Measurement Part - 1b
W9_L3 Digital Analytics & Measurement Part - 2a
W9_L4 Digital Analytics & Measurement Part - 2b
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Learning Objectives
In the Week 10, Learner will be able to:
• Define Key Performance Indicators (KPI) related to AdWords and Display Networks.
• Outline the Applications of Sentiment Mining and Textual Analysis.
• Evaluate the effectiveness of different marketing campaigns in the digital space
• Define return on investment.
• Analyze different groups of customers.
• Relate Customer portfolio management on digital and social media marketing.
• Explain Customer using multiple channels, attribution models.
Lecture Topics
W10_L1 Digital Analytics & Measurement Part - 3a
W10_L2 Digital Analytics & Measurement Part - 3b
W10_L3 Measuring Campaign Effectiveness : ROI - Return on Investment
W10_L4 Measuring Campaign Effectiveness : CLV - Customer Lifetime Value
W10_L5 Attribution Models
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Learning Objectives
In the Week 11, Learner will be able to:
• Define Strategy Planning.
• Prepare Digital Marketing Plan.
• Solve Case 1 is about use of Email Marketing
• Solve Case 2 represents use of Digital Space for Marketing Golf Tripz Compnay,
• Solve Case 3 is about using social media promotion and other digital channels for Golkonda Hotels.
• Solve Case 4 is about Promotional Campaign of Chennai based Photography Service.
Lecture Topics
W11_L1 Digital Marketing Plan
W11_L2 Case Study 1 : Email Marketing
W11_L3 Case study 2 : Golf Tripz
W11_L4 Case Study 3 : Golkonda Hotels
W11_L5 Case Study 4 : Bhalaje Photography
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Learning Objectives
At the end of Week 12, Learner will be able to:
• List the Contemporary technologies and application in Digital Space.
• Appraise concepts and technologies discussed in the Digital Marketing Course
Lecture Topics
W12_L1 New Technologies & Advancement in Digital Marketing Part 1
W12_L2 New Technologies & Advancement in Digital Marketing Part 2
W12_L3 Review of Digital Marketing Course Part 1
W12_L4 Review of Digital Marketing Course Part 2
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Educational Qualifications
M.B.A. and Ph.
D. in Management (Marketing) from Devi
Ahilya Vishwavidyalaya, Indore
Teaching
Experience – Fifteen Years
·
Google
Scholar Citations: 929 (As
on 10-11-2021)
·
h-Index: 10
Book: 01
Research Papers Published in Peer Reviewed Journals: 46
Some of the publications are in Scopus Indexed Journals include: Journal of Service Theory and Practice, Services Marketing Quarterly, International Journal of Retail and Distribution Management etc.
Papers Presented in Conferences: 25
Some of the conferences at
IIM(A), IIM(K), IIM(I), Universiti Putra Malaysia, Malaysia, Great Lakes
Institute of Management, Chennai.
Work Book (Training Manual)
Developed a work book for Training on Customer Experience Management.
Workshops/ Faculty Development Programmes (FDPs)/Courses: 21
Including Faculty Development Programme on Management from IIM Kozhikode.
Awards
Reviewer of International Journals
Invited Lectures / Session Chair:
03
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