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Mba 3 Sem Digital Marketing Syllabus

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37 views

Mba 3 Sem Digital Marketing Syllabus

na

Uploaded by

Simant Prajapati
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MBA MK3 : DIGITAL MARKETING

LTPC 3003

Course Objectives:
1. To expose the students to a variety of product-market situations in digital era
2. To share the concepts and frameworks which may be more relevant in digital marketing situations?
3. To share insights for evaluating the opportunities and risk factors involved in digital marketing context.
4. Assisting in the incorporation of digital marketing strategy into the organization’s goals and objectives.
M B A SECON D Y E A R SYLLABUS (2024-25)

Unit I: Introduction to Digital Marketing, Traditional Vs. Modern Marketing, Role and Growth of Digital
Marketing in India, Challenges associated with digital marketing, Concept and practices for Buyer’s
Persona
Unit II: Customer Motivation- McKinsey’s consumer decision journey, Race Planning, The Honeycomb
Model Overview of SEO and SEM, Basics of search marketing: Organic & paid search results, Overview
of Google Ad Words, Strategizing marketing through smart devices, Basics of email marketing, Concept
of A/B testing & its use.
Unit III: Display marketing ecosystem, Digital Advertisement- designing and display decisions, Pricing
methods, Evolution of social media channels, Brand Building- PR and Customer Engagement on social
media, Choosing relevant social media channel.
Unit IV: Considerations in building and managing content in a digital environment, Concept of Active
Listening- Significance and practices in digital era, Digital Strategy Measurement Framework, Common
ways to measure and improve ROI of digital strategies
Unit V: Content Marketing: Creating Blog-Vlog, Podcasting, RSS, Product Opinion Sites and Forums.
Role of web analytics in digital decision making, Legal and ethical issues in digital marketing.
Suggested Reading:
1. Bhatia Puneet, Fundamentals of Digital Marketing, India, Pearson Education
2. Kotler, Kartajya, Setiawan; Marketing 4.0: Moving from Traditional to Digital, John Wiley & Sons,Inc.
3. Havaldar,K. Industrial Marketing, New Delhi, India: Tata McGraw Hill.

Course Outcomes:
1. Understanding the concept of digital marketing and its application in buyer’s context
2. Apply the concept of segmentation, targeting & positioning to understand the digital marketing models
3. Understanding the concept of SEO & SEM in strategic context
4. Understanding the concept of digital advertisement and display marketing Understanding the concept of
digital advertisement measurement framework
5. Understating the concept of content marketing and web analytics

Harcourt Butler Butler Technical University, Kanpur, India

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