Digital Marketing

Evolution of digital marketing; comparison with traditional marketing; digital ecosystems and business models; digital consumer behaviour overview; online consumer journey mapping; POEM framework (Paid, Owned, Earned Media); role of digital channels in marketing ecosystems.

Digital consumer behaviour models; segmentation, targeting and positioning in digital markets; environmental scanning; digital readiness assessment; KPI formulation; development of digital marketing strategy aligned with business goals; case studies.

SEO, SEM, social media marketing, display advertising; content marketing; website planning and optimisation; platform marketing (Meta, LinkedIn, etc.); campaign design and execution; introduction to web analytics.

AI in marketing; AR/VR applications; marketing automation tools; mobile marketing and payment systems; data analytics in marketing decisions; ethical issues including data privacy, consumer protection, and responsible marketing.

Integrated digital campaigns; omnichannel strategies; influencer and affiliate marketing; e-commerce marketing; ROI measurement; emerging trends like AI personalisation, voice search, predictive analytics; future of digital marketing; case studies. Practical Activities 1. Selection of some brands and map the digital consumer journey from awareness to purchase and post-purchase engagement to identify the role of Paid, Owned, and Earned Media at each stage. 2. Basic SEO audit of a website using free tools like Google Search and Google PageSpeed Insights, SEO extensions. They analyse keywords, metadata, page speed, mobile responsiveness, and content quality. 3. Creation on one-month digital marketing campaign for a product or service, including campaign objectives, target audience, social media posts, hashtags, content calendar, and performance KPIs to learn campaign planning, content marketing, and social media strategy execution. 4. Social media marketing campaign management and its analytics to gain practical exposure to campaign creation, audience targeting, performance monitoring, and reporting.