CCW332 Syllabus - Digital Marketing - 2021 Regulation - Open Elective | Anna University

CCW332 Syllabus - Digital Marketing - 2021 Regulation - Open Elective | Anna University

CCW332

DIGITAL MARKETING

 L T P C

2023

COURSE OBJECTIVES:
• The primary objective of this module is to examine and explore the role and importance of digital marketing in today’s rapidly changing business environment.
• It also focuses on how digital marketing can be utilized by organizations and how its effectiveness can be measured.

UNIT I

INTRODUCTION TO ONLINE MARKET

6

Online Market space- Digital Marketing Strategy- Components - Opportunities for building Brand Website - Planning and Creation - Content Marketing.

UNIT II

SEARCH ENGINE OPTIMISATION

6

Search Engine optimisation - Keyword Strategy- SEO Strategy - SEO success factors -On-Page Techniques - Off-Page Techniques. Search Engine Marketing- How Search Engine works- SEM components- PPC advertising -Display Advertisement


UNIT III

E- MAIL MARKETING

6

E- Mail Marketing - Types of E- Mail Marketing - Email Automation - Lead Generation - Integrating Email with Social Media and Mobile- Measuring and maximizing email campaign effectiveness. Mobile Marketing- Mobile Inventory/channels- Location based; Context based; Coupons and offers, Mobile Apps, Mobile Commerce, SMS Campaigns-Profiling and targeting

UNIT IV

SOCIAL MEDIA MARKETING

6

Social Media Marketing - Social Media Channels- Leveraging Social media for brand conversations and buzz. Successful /benchmark Social media campaigns. Engagement Marketing- Building Customer relationships - Creating Loyalty drivers - Influencer Marketing.

UNIT V

DIGITAL TRANSFORMATION

6

Digital Transformation & Channel Attribution- Analytics- Ad-words, Email, Mobile, Social Media, Web Analytics - Changing your strategy based on analysis- Recent trends in Digital marketing.

TOTAL: 60 PERIODS

COURSE OUTCOMES:
CO1: To examine and explore the role and importance of digital marketing in today’s rapidly changing business environment.
CO2: To focuses on how digital marketing can be utilized by organizations and how its effectiveness can be measured.
CO3: To know the key elements of a digital marketing strategy.
CO4: To study how the effectiveness of a digital marketing campaign can be measured
CO5: To demonstrate advanced practical skills in common digital marketing tools such as SEO, SEM, Social media and Blogs.

TEXT BOOKS:
1. Fundamentals of Digital Marketing by Puneet Singh Bhatia;Publisher: Pearson Education;
2. First edition ( July 2017);ISBN-10: 933258737X;ISBN-13: 978-9332587373.
3. Digital Marketing by Vandana Ahuja ;Publisher: Oxford University Press ( April 2015). ISBN-10: 0199455449
4. Marketing 4.0: Moving from Traditional to Digital by Philip Kotler;Publisher: Wiley; 1st edition ( April 2017); ISBN10: 9788126566938;ISBN 13: 9788126566938;ASIN: 8126566930.
5. Ryan, D. (2014 ). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page Limited.
6. Barker, Barker, Bormann and Neher(2017), Social Media Marketing: A Strategic Approach, 2E South-Western ,Cengage Learning.
7. Pulizzi,J Beginner's Guide to Digital Marketing , Mcgraw Hill Education

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