Digital Marketing

Unit-I
Introduction to Digital Marketing
Difference between Traditional Marketing and Digital Marketing, Benefits of using Digital Media, Inbound and Outbound Marketing, Online marketing POEM: (Paid, Owned, and Earned Media), Components of Online Marketing (Email, Forum, Social network, Banner, Blog), Impact of Online Marketing, Basics of Affiliate Marketing, Viral Marketing, Influencer Marketing, Referral Marketing. [CO1], Comparison Between Affiliate, Viral, Influencer and Referral Marketing

Email Marketing: Email newsletters, Digests, Dedicated Emails, Lead Nurturing, Sponsorship Emails and Transactional Emails, Drawbacks of Email Marketing [CO1]

Social Media Marketing (SMM): Different types of Social Media Marketing like Facebook marketing, LinkedIn Marketing, Twitter, Video, Instagram etc.[CO1]

Unit –II
Search Engine Optimisation (SEO)
About SEO, Need of an SEO friendly website, Importance of Internet and Search Engines; Role of Keywords in SEO. [CO2]
On-Page Optimization (Onsite): Basics of Website Designing / Development; HTML Basics for SEO; Onsite Optimization Basics; Website Structure and Navigation Menu Optimization; SEO Content Writing. Keywords Research and Analysis (eg. SWOT analysis of website, finding appropriate keywords).

Off Page Optimization: Introduction; Local marketing of websites depending on locations; Promoting Subsequent pages of the website. Introduction to organic SEO vs non-organic SEO; Social Media Optimization Techniques and Page Rank Technology.[CO2]

Unit-III
Website Planning & Creation
Content Marketing Strategy: Goals and concepts, Strategic building blocks, Content creation & channel distribution, Tools of the trade, Advantages and challenges.
Keywords Research and Analysis: Introduction to Keyword Research; Business Analysis; Types of Keywords; Keywords Analysis Tools.[CO3]
Web Presence: How to increase online presence and drive more traffic for a website, Search result visibility in search engines for chosen keyword and phrases, Using e-mail marketing to drive traffic for a website, Posting social media content for lead generation, Tools to create and manage content, Use of Blogging as content strategy. [CO3]
Creating content: Writing and posting content on the web and in social networks, blog and video; Create, manage and implement a content marketing strategy; Monitoring and recording results to improve content marketing campaigns; Successful content marketing strategies and case studies.[CO4]

Unit-IV

Online Advertising, Mobile Marketing and Web analytics
Introduction to Online Advertising and its advantages, Paid versus Organic, Pay Per Click (PPC) Model. Basic concepts Cost per Click (CPC), CPM, CTR, CR , other metrics etc. About Mobile Marketing, Objectives of Mobile Advertising, Creating a Mobile Marketing Strategy, Introduction to SMS Marketing. About Web Analytics, Types of Web Analytics (On-site, Off-site), Importance of Web Analytics [CO5]

Introduction to Digital Marketing

The instructor needs to give an overview of digital marketing with case studies
1.
Explore Facebook, LinkedIn, Twitter, Video, Instagram, blog etc
2.
Explore Online Display Advertising, Ecommerce Marketing, Mobile Web and Content marketing.
3.
Explore Email Marketing; Google AdWords and Google Analytics
The instructor needs to discuss a case study using Search Engine Optimisation (SEO).
Case Study – I : Student will plan and create a webpage will display Web presence
4.
How to increase online presence and drive more traffic for a website.
5.
Search result visibility in Google for chosen keyword and phrases.
6.
Using e-mail marketing to drive traffic for a website.
7.
Posting social media content for lead generation.
8.
Tools to create and manage content.
9.
Use of Blogging as content strategy
Case Study – II : Student will plan and create a commercial website
10.
Show results for Search Engine Algorithms & Page Rank Technology
11.
How to promote home page, SWOT Analysis of Website & finding right appropriate keywords.
12.
Monitoring and recording results to improve content marketing campaigns
13.
Writing and posting content on the web and in social networks.
Case Study – III : Student will identify an activity for Email/ Mobile/ Social Media Marketing
14.
Create a Video/ YouTuber
15.
Manage a Video/ YouTuber platform and enhance viewership.