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    DIGITAL MARKETING Syllabus

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    Titus Clement
    This document outlines the units of a course on digital marketing. The objective is to help students understand digital marketing from different perspectives and cover basic marketing concepts and tools. The units include principles of digital media and online marketing environments; consumer purchase behavior in digital formats; product attributes and implications for web marketing; personalization through mass customization; and the role of social media and metrics. References are provided on e-marketing, social web data analysis, and building social web applications.

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    DIGITAL MARKETING Syllabus

    Uploaded by

    Titus Clement
    402 views3 pages
    This document outlines the units of a course on digital marketing. The objective is to help students understand digital marketing from different perspectives and cover basic marketing concepts and tools. The units include principles of digital media and online marketing environments; consumer purchase behavior in digital formats; product attributes and implications for web marketing; personalization through mass customization; and the role of social media and metrics. References are provided on e-marketing, social web data analysis, and building social web applications.

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    SYLLABUS

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    This document outlines the units of a course on digital marketing. The objective is to help students understand digital marketing from different perspectives and cover basic marketing concepts and tools. The units include principles of digital media and online marketing environments; consumer purchase behavior in digital formats; product attributes and implications for web marketing; personalization through mass customization; and the role of social media and metrics. References are provided on e-marketing, social web data analysis, and building social web applications.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    402 views3 pages

    DIGITAL MARKETING Syllabus

    Uploaded by

    Titus Clement
    This document outlines the units of a course on digital marketing. The objective is to help students understand digital marketing from different perspectives and cover basic marketing concepts and tools. The units include principles of digital media and online marketing environments; consumer purchase behavior in digital formats; product attributes and implications for web marketing; personalization through mass customization; and the role of social media and metrics. References are provided on e-marketing, social web data analysis, and building social web applications.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 3

    DIGITAL MARKETING

    Objective: The main objective of the course is to help students


    understand digital marketing methods, from a variety of perspectives—as
    analysts, consumers, and entrepreneurs and will cover basic marketing
    and statistical concepts and provide an introduction to different online
    marketing tools.

    Unit I: Principles and Drivers of New Marketing Environment – Web 2.0-


    Digital Media Industry - Reaching Audience Through Digital Channels-
    Traditional and Digital Marketing - Introduction to Online Marketing
    Environment - Dotcom Evolution - Internet Relationships - Business in
    Modern Economy - Integrating E-Business to an Existing Business
    Model – Online Marketing Mix – SoLoMo (Social-Local-Mobile)- Social
    Media Sites & Monetisation- Careers in Social Media Marketing, Online
    content development & key word optimisation.

    Unit II: Purchase Behavior of Consumers in Digital Marketing Format -


    Online Customer Expectations - Online B2C Buying Process - Online
    B2B Buying Behavior –Social MediaMarketing Segments- Forms of
    Search Engines – Working of Search Engines - Revenue Models in
    Search Engine Positioning – SEO - Display Advertising – Trends, Web
    Analytics.

    Unit III: Product Attributes and Web Marketing Implications - Augmented


    Product Concept - Customizing the Offering - Dimensions of Branding
    Online - Internet Pricing Influences – Price and Customer Value - Online
    Pricing Strategies and Tactics – Time-based Online Pricing -
    Personalized Pricing - Bundle Pricing- Internet Enabled Retailing -
    Turning Experience Goods into Search Goods
    Unit IV: Personalization through Mass Customization - Choice
    Assistance – Personalized Messaging - Selling through Online
    Intermediaries - Direct to Customer Interaction – Online Channel Design
    for B2C and B2B Marketing- Integrating Online Communication into IMC
    Process - Online Advertising – Email Marketing - Viral Marketing -
    Affiliate Marketing - Participatory Communication Networks - Social
    Media Communities - Consumer Engagement - Co-Created Content
    Management-Interactive Digital Networks - Customer Led Marketing
    Campaigns-

    Unit V: Role of Social Media- Social Community (Facebook, Linkedin,


    Twitter etc.)- Social Publishing (Blog, Tumblr, Instagram, Pinterest,
    Wikipedia, Stumble Upon etc.)- Social Entertainment (YouTube,
    MySpace, Flickr etc.)- Social Commerce (Trip Advisor, 4 Squares, Banjo
    etc.)Social Media Measurement & Metrics- Data Mining and Social
    Media- Role of Social Media in Marketing Research- Big Data and Social
    Media- Crowd Sourcing- Legal and Ethical aspects related to Digital
    Marketing.

    References
    a. Smith P R Chaffey Dave, E-Marketing Excellence: The Heart of E
    Business, Butterworth Heinemann, USA

    b. Strauss Judy, E-Marketing, Prentice Hall, India

    c. Easley D. Kleinberg J., ―Networks, Crowds, and Markets –


    Reasoning about a Highly Connected World‖, Cambridge University
    Press.

    d. Matthew A. Russell, ―Mining the Social Web: Analyzing Data from


    Facebook, Twitter, LinkedIn and other social media sites‖, O'Reilly Media
    e. Gavin Bell (Author), ―Building Social Web Applications: Establishing
    Community at the Heart of Your Site‖, O'Reilly Media

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