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.
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.
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.
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
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