Digital Marketing Strategy

By Prof. Chinmoy Kumar Roy | Banaras Hindu University

Learners enrolled: 5582 | Exam registration: 814

ABOUT THE COURSE:
The use of digital platforms, channels, and technologies for the purpose of promoting and advertising goods, services, or brands is known as digital marketing. It includes a broad range of internet marketing techniques and tactics meant to connect with and engage a target audience via different digital platforms. Creating a digital marketing strategy involves planning and implementing online marketing tactics to achieve specific business goals. This course covers various aspects of digital marketing and how businesses can leverage digital channels to reach their target audience, build brand awareness, and drive conversions. This course is designed for individuals looking to enhance their skills in the rapidly evolving field of digital marketing.

INTENDED AUDIENCE: UG/PG

PREREQUISITES: Pursuing or Completed graduation in any discipline

INDUSTRY SUPPORT: All types of Industry.

Summary

Course Status :	Completed
Course Type :	Elective
Language for course content :	English
Duration :	8 weeks
Category :	Management Studies Commerce
Credit Points :	2
Level :	Undergraduate/Postgraduate
Start Date :	19 Aug 2024
End Date :	11 Oct 2024
Enrollment Ends :	19 Aug 2024
Exam Registration Ends :	30 Aug 2024
Exam Date :	25 Oct 2024 IST
ALERT ON EXAM DATE :	Exam date is subject to change.

Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: Digital Marketing Landscape

Emergence of Internet & Social Media
Emergence of Digital Transformation
Introduction of Digital Marketing
Online Marketplaces
Digital Marketing Communications

Week 2: Developing Digital Marketing Strategy

Consumer Journeys
Digital Marketing Framework
Digital Marketing Assessment
Strategy Formulation for Digital Marketing
Strategy Implementation & Control for Digital Marketing

Week 3: Digital Marketing Mix

Product Strategy
Price Strategy
Place Strategy
Promotion Strategy
Extended P's Strategy

Week 4: Digital Consumer & Display Advertising

Digital Consumer Behaviour
Relationship Marketing and e-CRM
Introduction to Display Advertising
Programmatic Advertising
Display Advertising Campaign

Week 5: Search Marketing

Introduction to Search Marketing
Search Engine Optimization (SEO) - I
Search Engine Optimization (SEO) - II
Search Engine Marketing (SEM) - I
Search Engine Marketing(SEM) - II

Week 6: Emerging Channels of Digital Marketing

E-mail Marketing
Social Media Marketing
Mobile Marketing
Affiliate Marketing
Influencer Marketing

Week 7: Issues in Digital Marketing

Ethical Issues
Data Privacy & Security Issues
Legal Issues
Legal Issues - DPDP Act, 2023
Social Issues

Week 8: Looking Forward in Digital Marketing

Online Reputation Management
User Generated Content & e-WOM
Technological Advancements
Digital Analytics
Internet of Things (IoT) Marketing

Books and references

Chaffey, D. & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice. Pearson
Gupta, S. (2022). Digital Marketing. McGraw Hill.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0:Technology for humanity. John Wiley & Sons.
Kagan, J. & Singh, S. S. (2020). Digital Marketing: Strategy & Tactics. Wiley.
Kingsnorth, S. (2019). Digital Marketing Strategy. Kogan Page.
Bhatia, P. (2019). Fundamentals of Digital Marketing. Pearson Education.
Kartajaya, H., Kotler, P., & Hooi, D. H. (2019). Marketing 4.0:moving from traditional to digital. World Scientific Book Chapters, 99-123.

Instructor bio

Prof. Chinmoy Kumar Roy

Banaras Hindu University

Prof. Chinmoy Kumar Roy is working as Assistant Professor in Faculty of Commerce, Banaras Hindu University, Varanasi, Uttar Pradesh since February 2014. He did his B.Com.(H) from SRCC, Delhi University and M.Com. from Department of Commerce, Delhi School of Economics, Delhi University. Additionally, he has also completed MBA in Marketing Management from IGNOU, New Delhi. He holds Ph.D. degree in Commerce from Faculty of Commerce, Banaras Hindu University. He has also completed extensive 45 days’ FDP from IIM-Ahmedabad. He has qualified UGC NET-JRF in both Commerce and Management. He has to his credit 3 research grants/projects, 9 research papers, 8 book chapters and 8 edited books. He has delivered 12 invited lectures at various institutions primarily in research methodology and marketing. He has participated/presented research papers in many national and international seminars/conferences at various prestigious institutes such as IIM Ahmedabad, IIM Bangalore, IIM Indore, IIM Shillong, IM BHU and many other central and state universities. He has also presented his paper and chaired a session in ICMAR-2019 organized by Asia Pacific Institute of Advanced Research, Bali, Indonesia. His area of specialization is International Marketing, Export Marketing, Marketing Strategy, Digital Marketing, Consumer Psychology and other emerging areas in marketing

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.

The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).

Date and Time of Exams: 25 October 2024 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.

Registration url: Announcements will be made when the registration form is open for registrations.

The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.

Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.

CRITERIA TO GET A CERTIFICATE

Average assignment score = 25% of average of best 6 assignments out of the total 8 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of BHU and INI .

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- INI team

SWAYAM Helpline / Support