Basics of Digital Marketing
Offered By: Devi Ahilya Viswavidyalaya, Indore via Swayam
Course Description
Overview
Syllabus
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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Taught by
Dr. Lalit Engle
Tags
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