Basics of Digital Marketing

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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• Digital Marketing: Cases from India  by Rajendra Nargundkar and Romi Sainy, Notion Press, Inc
• Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation by Damian Ryan, Kogan Page Publisher
• Marketing 4.0: Moving from Traditional to Digital by Philip Kotler, Publisher Wiley
• Digital Marketing by Seema Gupta, McGraw Hill Education
• Fundamentals of Digital Marketing by Punit Singh Bhatia,  Pearson
• The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns by Ian Dodson, Wiley Publisher