UNIQUE SERIES AKTU Syllabus
BCD061

Digital Marketing

L-T-P3-0-0 Credits3 Session2024-25 TypeTheory
Appears in 1 semester

B.Tech Computer Science & Design · Sem 6 (Departmental Elective-III)

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Syllabus

5 units · 40 lecture hours
Unit1

Unit 1

5 hrs

INTRODUCTION TO ONLINE MARKET Online Market space- Digital Marketing Strategy- Components - Opportunities for building Brand Website - Planning and Creation - Content Marketing

Unit2

Unit 2

9 hrs

SEARCH ENGINE OPTIMISATION 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

Unit3

Unit 3

9 hrs

E- MAIL MARKETING 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

Unit4

Unit 4

9 hrs

SOCIAL MEDIA MARKETING 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.

Unit5

Unit 5

8 hrs

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

Course Outcomes (COs)5 outcomes

After completion of the course student will be able to:

  1. CO1To examine and explore the role and importance of digital marketing in today’s rapidly changing business environment..K3
  2. CO2To focuses on how digital marketing can be utilized by organizations and how its effectiveness can be measured.K2
  3. CO3To know the key elements of a digital marketing strategy.K3
  4. CO4To study how the effectiveness of a digital marketing campaign can be measuredK2
  5. CO5o demonstrate advanced practical skills in common digital marketing tools such as SEO, SEM, Social media and Blogs.K2, K3

Text books

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

Official AKTU syllabus

This subject is on page 28 of the original AKTU PDF.

Official AKTU syllabus PDF ↗