Digital Marketing

By Dr. Tejinderpal Singh, Professor | University Business School, Panjab University, Chandigarh

Learners enrolled: 1315

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The growth of internet and mobile phone usage in India over the past decade has opened up numerous communication channels for individuals and organizations. As a result, online communication has become a critical component of integrated marketing strategies, leading to a shift in the way organizations connect with their stakeholders. Digital marketing has emerged as a rapidly growing force in the marketing world, poised to shape the future of the industry, providing numerous opportunities for advertising and marketing both domestically and globally.

Given this significance, it is imperative that we equip ourselves with a strong understanding of the fundamentals of digital marketing and the skills necessary to succeed in this field. That's why a course in digital marketing has been designed, aimed at providing students with a solid foundation in the concepts of digital marketing and the ability to plan, implement, and monitor digital marketing campaigns in a globalized environment. This course is primarily targeted towards MBA and management students, but anyone who wants to harness the power of digital marketing for their business or career is welcome to participate.

The prerequisites for the course include basic internet knowledge and an analytical mindset. No technical expertise is required, making it accessible for anyone eager to learn and succeed in the digital marketing arena.

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Summary

Course Status :	Upcoming
Course Type :	Elective
Language for course content :	English
Duration :	15 weeks
Category :	Management Studies
Credit Points :	4
Level :	Postgraduate
Start Date :	07 Jul 2025
End Date :	31 Oct 2025
Enrollment Ends :	31 Aug 2025
Exam Date :
NCrF Level	6.5
Industry Details :	E-commerce, Healthcare, Social Media, Automobile, Food Industry, Real Estate, Fitness etc.

Page Visits

Course layout

✅ Week 1

1:Introduction to Digital Marketing and its Significance
2: Traditional Marketing Vs Digital Marketing
3:Digital Marketing Process

✅ Week 2

4:Website Planning and Development : Types of websites
5:Website Planning and Development : Keywords

✅ Week 3

6:Understanding Domain and Webhosting
7:Building Website/Blog using CMS WordPress
8:Using WordPress Plug-ins

✅ Week 4

9:Introduction to Search Engine Optimization
10:Keyword P lanner Tools
11:On Page SEO Techniques-Indexing and Key Word Placement

✅ Week 5

12:On Page SEO Techniques- Content Optimization
13:On Page SEO : Yoast SEO Plug-in
14:Off –Page SEO Techniques

✅ Week 6

15:Email Marketing- Introduction and Significance
16:Designing e-mail marketing campaigns using Mail Chimp

✅ Week 7

17:Building E-mail List and Signup Forms
18:Email Marketing Strategy and Monitoring
19:Email –Automization

✅ Week 8

20:Pay Per Click Advertising: Introduction
21:Pay Per Click Advertising: Google Adword
22:Type s of Bidding strategies

✅ Week 9

23:Designing and Monitoring search campaigns
24:Designin g and Monitoring Display campaigns

✅ Week 10

25:Designing and Monitoring Video campaigns
26:Designin g and Monitoring Universal App Campaigns

✅ Week 11

27:Google Analytics : Introduction and Significance
28:Google Analytics Interface and Setup
29:Understanding Goals and Conversions

✅ Week 12

30:Monitoring Traffic Behavior and preparing Reports
31:Social Media Marketing : Introduction and Significance
32:Facebook Marketing : Introduction Types of Various Ad Formats

✅ Week 13

33:Setting up Facebook Advertising Account
34:Under standing Facebook Audience and its Types
35:Designing Facebook Advertising Campaigns

✅ Week 14

36:Working with Facebook Pixel
37:Twitter Marketing: Basics
38:Designing Twitter Advertising Campaigns

✅ Week 15

39:Introduction to LinkedIn Marketing
40:Developing digital marketing strategy in Integration form

Books and references

The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns by Ian Dodson, Wiley; 1st edition (2016)
Digital Marketing For Dummies by Ryan Deiss and Russ Henneberry, For Dummies.

Instructor bio

Dr. Tejinderpal Singh, Professor

University Business School, Panjab University, Chandigarh

Dr. Tejinderpal Singh is a distinguished academician, researcher, and affiliate marketer with over 18 years of experience—spanning teaching, research, and industry engagement. He specializes in Digital Marketing, Data Analytics, and the emerging field of Generative AI applications in digital marketing.

Currently a Professor at University Business School, Panjab University, Chandigarh, Dr. Singh combines academic excellence with practical expertise. He has hands-on experience in Search Engine Optimization (SEO), Search Engine Marketing (SEM), Google Ads, Display Advertising, Google Analytics, Social Media Marketing, and WordPress-based website/blog development.

As a certified digital marketing trainer, Dr. Singh has conducted numerous workshops for students, faculty, and professionals, with a focus on the latest digital marketing tools and AI-powered solutions for marketing automation and content creation.

He has also contributed to global online education by offering a MOOC on “Introduction to Social Media Marketing” on the Commonwealth of Learning – Canada platform.

Dr. Singh holds a postgraduate degree from University Business School, Panjab University, Chandigarh, and a PhD from Punjabi University, Patiala. He has published extensively in reputed national and international journals, with a strong focus on digital marketing trends, consumer behavior, and analytics.

He has been invited three times by Nottingham Business School, Nottingham Trent University (UK) to deliver lectures on digital marketing and responsible consumption as part of their international academic initiatives.

Course certificate

Internal Assessment

Weekly assessments released in the course shall be considered for Internal Marks and will carry 30 percent for the Overall Result. Out of all weekly assignments, the best/top five scores will be considered for the final Internal Assessment marks.

End-term Assessment

The final exam shall be conducted by NTA, and will carry 70 percent for the overall Result.

All students who obtain 40% marks in the internal assessment and 40% marks in the end-term proctored exam separately will be eligible for the SWAYAM Credit Certificate.

Kindly note:- The students enrolled in Universities/Institutions/Colleges can avail Credit Transfer as per UGC SWAYAM Regulations, 2021 for this course. The Host University for this Credit Transfer will be Panjab University Chandigarh

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