DIGITAL AND SOCIAL MEDIA MARKETING

SCHOOL OF BUSINESS MANAGEMENT

Y.ARUN KUMAR, Assistant Professor,

MBA
AGI, Hyderabad

1
 Course File Index

S.No. Page
Item Description
Number
1 Course Information Sheet 3

2 Syllabus 4

3 Text Books, Reference Book, Web/Other Resources 5

Programme Learning Outcomes(PLO’s), Programme
4 6
Outcomes(PO’s)
5 Course Objectives and Course Outcomes (CO’s) 7

6 Bloom’s Taxonomy 8

7 Course Outcomes(CO’s), Mapping & Articulation Matrix 9

8 Course Schedule 10

9 Lecture Plan 11-12

10 Minutes of Course Review Meeting 13

11 Unit Wise Questions 14-16

12 Case Studies 17-18

13 Model Question Paper 19

14 Tutorial sheet 20

15 Course Assessment Sheet 21

16 Direct Assessment Sheet 22

17 CSP Rubric Name & Number 23

18 Indirect Course Assessment Sheet 24

19 Add-ons , PPT’s 24

2
 Anurag Group of Institutions
School of Business Management

Course Name : DIGITAL AND SOCIAL MEDIA MARKETING

Course Number : A94002M

Course Designation : Core Elective-4

Credits : 4

II MBA – II Semester

(2019-20)

Y.ARUN KUMAR, Assistant Professor

Course Coordinator

3
SYLLABUS

Introduction – Evolution of Digital Marketing, Importance, Scope, The

Unit – I Digital Consumer & Communities Online, Digital Marketing Landscape

Social Media Marketing: Adwords, ORM, Search Engine Marketing, PPC

Unit – II and Online Advertising, Social Media Marketing, Social Media Strategy &
Customer Engagement

Affiliate Marketing: Affiliate Marketing & Strategic Partnerships, Affiliate

Unit –
Marketing Networks, Promoting the Affiliate Products, Social Affiliate,
III
Email Marketing, Content Strategies

Unit – Analytics: CRM & CX in Digital Marketing-Digital Marketing, Data and

IV Analytics-Social Listening- Web Analytics.

Integrating Digital & Social Media: Social Media Analytics – Mobile

Unit – V
Marketing – Integrating Digital and Social Media Strategies

4
Text Books

1. Michael Solomon and Tracy Tuten, Social Media Marketing, Pearson,2013

Scial Media Marketing for Beginners: Create Successful Campains, Gain more
2.
Fans and boost sales from any social network by F.R.Media, 2/e, June 2014

Reference Books
Jan Zimmerman and Deborah Ng. Social Media Marketing All in one for
1.
Dummies, 2012

2. Douglas A.Norman, The Design of Everyday Things, Apr, 2011

3. Jack Z.Scissors and Roger B.Baron Advertising Media Planning, 2010

4. Bhatia Punit, Fundamentals of Digital Marketing, Pearson, 2017

Ian Doodson, The Art of Digital Marketing: The Definitive Guide to Creating
5.
Strategic, Targeted, and Measurable Online Campaign, Wiley, 2016

5
Program Learning Outcomes
The learning outcomes specify the knowledge, skills, values and attitudes students are expected
to attain in courses or in a program.
1. Business Environment and Domain Knowledge: Graduates are able to improve their
awareness sand knowledge about functioning of local and global business environment
and society.
2. Critical thinking, Business Analysis, Problem Solving and Innovative Solutions:
Graduates are expected to develop skills on analyzing the business data, application of
relevant analysis, and problem solving in other functional areas such as marketing,
business strategy and human resources.
3. Global Exposure and Cross-Cultural Understanding: Demonstrate a global outlook
with the ability to identify aspects of the global business and Cross Cultural
Understanding.
4. Social Responsiveness and Ethics: Graduates are expected to identify the contemporary
social problems, exploring the opportunities for social entrepreneurship, designing
business solutions and demonstrate ethical standards in organizational decision making.
5. Effective Communication: Graduates are expected to develop effective oral and written
communication especially in business applications, with the use of appropriate
technology.
6. Leadership and Teamwork: Graduates are expected to collaborate and lead teams across
organizational boundaries and demonstrate leadership qualities, maximize the usage of
diverse skills of team members in the related context.

Program Educational objectives

1. To impart the fundamentals of the key elements of a business organization.
2. To provide a critical perspective on theoretical knowledge and practical approach to various
functional areas of management and decision making.
3. To develop analytical skills to identify the link between the management practices in the
functional areas of an organization and business environment.
4. To establish and realize a creative research culture among the student community.
5. To provide insights into latest technology, business communication, management concepts
and to built team work and leadership skills among them.
6. To inculcate the habit of inquisitiveness and creativeness aimed at self actualization and
realization of ethical practices.

6
Course Objectives:

To understand and estimate the mindset of online consumer and design strategies to
enhance Consumer Digital Marketing Experiences.

Course Outcomes:
• Explain the Evolution and Landscape of Digital Marketing.
• Analyze the Social Media Marketing Strategy for Consumer Engagement
• Interpret the concepts of various Digital Promotion Strategies
• Evaluate the CRM and web analytics techniques.
• Use social media analytics and integrative media strategies

7
Revised Bloom’s Taxonomy:
Definitions I. Remembering II. Understanding III. Applying IV. Analyzing V. Evaluating VI. Creating

Bloom’ Exhibit memory Demonstrate Solve problems Examine and Present and Compile
s of previously understanding to new break defend information
Definiti learned material of facts and situations by information into opinions by together in
on by recalling facts, ideas by applying parts by making a different
terms, basic organizing, acquired identifying judgments way by
concepts, and comparing, knowledge, motives or about combining
answers. translating, facts, causes. Make information, elements in
interpreting, techniques and inferences and validity of a new
giving rules in a find evidence to ideas, or pattern or
descriptions, different way. support quality of proposing
and stating generalizations. work based on alternative
main ideas. a set of solutions.
criteria.
Verbs • Choose • Classify • Apply • Analyze • Agree • Adapt
• Define • Compare • Build • Assume • Appraise • Build
• Find • Contrast • Choose • Categorize • Assess • Change
• How • Demonstrate • Construct • Classify • Award • Choose
• Label • Explain • Develop • Compare • Choose • Combine
• List • Extend • Experiment • Conclusion • Compare • Compile
• Match • Illustrate with • Contrast • Conclude • Compose
• Name • Infer • Identify • Discover • Criteria • Construct
• Omit • Interpret • Interview • Dissect • Criticize • Create
• Recall • Outline • Make use of • Distinguish • Decide • Delete
• Relate • Relate • Model • Divide • Deduct • Design
• Select • Rephrase • Organize • Examine • Defend • Develop
• Show • Show • Plan • Function • Determine • Discuss
• Spell • Summarize • Select • Inference • Disprove • Elaborate
• Tell • Translate • Solve • Inspect • Estimate • Estimate
• What • Utilize • List • Evaluate • Formulate
• When • Motive • Explain • Happen
• Where • Relationships • Importance • Imagine
• Which • Simplify • Influence • Improve
• Who • Survey • Interpret • Invent
• Why • Take part in • Judge • Make up
• Test for • Justify • Maximize
• Theme • Mark • Minimize
• Measure • Modify
• Opinion • Original
• Perceive • Originate
• Prioritize • Plan
• Prove • Predict
• Rate • Propose
• Recommen • Solution
d • Solve
• Rule on • Suppose
• Select • Test
• Support • Theory
• Value

8
MAPPING OF COURSE OUT COMES WITH PO’s & PEO’s

Course
PO’s PEO’s
Outcomes
CO1 1,3 1,2,4
CO2 2,3,5 2,3,5
CO3 2,3,6 2,3,4,5,6
CO4 3,6 1,3,5
CO5 4,5,6 4,5,6

ARTICULATION MATRIX OF COURSE OUTCOMES WITH PO’S

Program Outcomes PEO’s

PEO PEO PEO PEO PEO PEO
PO 1 PO 2 PO 3 PO 4 PO 5 PO 6
1 2 3 4 5 6
CO1 2 - 2 - - - 2 1 - 2 - -

CO2 - 3 2 - 1 - - 2 3 - 2 -

CO3 - 3 2 - - 2 - 2 1 2 3 3

CO4 - - 2 - - 1 1 - 2 - 2 -

CO5 - - - 1 2 3 - - - 3 2 1

9
Course Schedule

Distribution of Hours in Unit – Wise

Total No.
Unit Topic References
of Hours

Fundamentals of Digital
I UNIT-I 8
Marketing, Bhatia Punit
Social Media Marketing All in
II UNIT-II one For Dummies, Jan 9
Zimmerman
Social Media Marketing, Michael
III UNIT-III 8
Solomon and Tracy Tuten
Working in Microsoft Office,
IV UNIT-IV 8
Ron Mansfield
Social Media Marketing All in
V UNIT-V one For Dummies, Jan 7
Zimmerman
Total classes for Syllabus coverage

10
Lecture plan

No of Method of teaching
S. No. Topic Lecture
Hours

UNIT- I – Introduction

1
Introduction to Digital Marketing 2 Chalk & Board

Evolution of Digital Marketing,

2 2 PPT
Importance, Scope
3 The Digital Consumer 1 PPT

4 Communities Online 1 PPT

5 Digital Marketing Landscape 1 PPT

6 Review of Unit 1 1 Chalk & Board

UNIT-II- Social Media Marketing

1
Introduction, Adwords, ORM 2 Chalk & Board
2
Search Engine Marketing 1 PPT
3
PPC & Online Advertising 2 PPT
Social Media Marketing
4 1 Chalk & Board

5
Social Media Strategy 1 Chalk & Board

6 Customer Engagement 1 Chalk & Board

7
Review of Unit 2 1 Chalk & Board

Unit-III- Affiliate Marketing

1
Introduction 1 Chalk & Board
2 Affiliate Marketing & Strategic
1 Chalk & Board
Partnerships
3
Affiliate Marketing Networks 1 PPT
4
Promoting the Affiliate Products 1 PPT

11
5
Social Affiliate, Email Marketing 2 PPT
6
Content Strategies 1 Chalk & Board
7
Review of Unit 3 1 Chalk & Board

UNIT- IV – Analytics

Introduction, CRM & CS in Digital

1 2 PPT
Marketing
2 Digital Marketing 2 PPT

3 Data and Analytics 1 PPT

4 Social Listening & Web Analytics 2 PPT

5 Review of Unit 4 1 Chalk & Board

UNIT-V- Integrating Digital & Social Media

1
Social Media Analytics 2 Chalk & Board

2 Mobile Marketing 2 PPT

3 Integrating Digital & Social Media 1 PPT

Integrating Digital & Social Media –

4 1 PPT
Strategies
5 Review of Unit 5 1 Chalk & Board

12
Minutes of Course Review Meeting

Details of Meeting No -
Date of Meeting

Member’s Present
Signature of
Member’s
Remarks

Details of Meeting No -
Date of Meeting

Member’s Present
Signature of
Member’s
Remarks

Details of Meeting No -
Date of Meeting

Member’s Present
Signature of
Member’s
Remarks

13
Unit-I Short type questions
1. Define Digital Marketing (L1)
2. What is Inbound Marketing (L1)
3. Explain Search Engine Optimization (L2)
4. Who is Digital Consumer (L1)
5. What is Online Community (L1)
6. Identify the importance of DM (L3)
7. Examine the scope of DM (L3)
8. Define Outbound Marketing (L1)
9. What is ‘Keyword’ in DM (L1)
10. List out advantages of DM (L1)

Essay questions

1. Explain the concept of SEO in detail (L2)

2. Explain why is keyword research important (L5)
3. Discuss the concept of Digital Marketing Landscape (L6)
4. Explain the evolution of DM (L5)
5. Examine the part of Google in DM (L4)
6. Identify the role of Youtube in DM (L3)
7. Discuss the concept of Digital Consumer in detail (L6)
8. Illustrate the role of committees online in DM (L2)
9. Explain the technologies in DM (L2)
10. Determine how DM is useful in various organizations (L5)

Unit-II Short type questions

1. Define Adwords (L1)

2. What is ORM (L1)
3. Explain SEM (L2)
4. Explain what is PPC (L2)
5 Define Online Advertising (L1)
6. Define Social Media Marketing (L1)
7. Explain what is Socal Media Strategy (L2)
8. Discuss Customer Engagement (L6)
9. List out the advantages of SMM (L1)
10. List the ways of Online Advertising (L1)

Essay Questions

1. What are the primary models for PPC (L1)

2.Illustrate the concept of Google Adwords (L2)
3. Identify how the PPC effectively works (L3)
4. Discuss the ways to optimize SEM (L6)
5. Determine the ways of Social Media Strategies (L5)

14
6. Explain the various media in SMM (L5)
7. Identify how customer engagement is important in SMM (L3)
8. Discuss the process of ORM (L6)
9. Explain how to make Online Advertising more effective (L5)
10. Examine the process of PPC in detail (L4)

Unit-III Short type questions

1. Define Affiliate Marketing (L1)

2. What is strategic partnership (L1)
3. List out types of strategic partnerships (L1)
4. List out affiliate marketing networks (L1)
5 Define affiliate products (L1)
6. Explain promoting the affiliate products (L2)
7. Explain what is social affiliate (L2)
8. Define Email Marketing (L1)
9. Define content strategy (L1)
10. Identify Examples of email marketing (L3)

Essay Questions

1. Explain strategic partnerships in detail (L2)

2. Illustrate the concept of Affiliate Marketing (L2)
3. Determine the types of Affiliate Marketing Networks (L5)
4. Examine the importance of affiliate marketing networks (L4)
5. Discover the process of promoting the affiliate products (L4)
6. Critically examine social affiliation (L4)
7. Discuss the types of email marketing (L6)
8. Determine the importance of Content strategies (L5)
9. Illustrate the importance of email marketing in affiliate marketing (L2)
10. Examine the ways to improve email marketing (L4)

Unit-IV Short type questions

1. What is CRM (L1)

2. Define CX (L1)
3. Define Digital Marketing (L1)
4. What is Analytics (L1)
5 Explain what is social listening (L2)
6. Explain Web analytics (L2)
7. List the examples of Social Listening (L1)
8. Identify the examples of web analytics (L3)
9. What are the uses of Digital Marketing (L1)
10. List the examples of CX (L1)
15
Essay Questions

1. Identify the importance of digital marketing analytics (L3)

2. Critically examine the role of CRM in digital marketing (L4)
3. Explain the role of CX in digital marketing (L5)
4. Discover various analytical tools in digital marketing (L4)
5. Explain the concept of Social listening (L5)
6. Inspect the working of web analytics (L5)
7. Explain various terms used in web analytics (L5)
8. Identify the benefits of using web analytics (L3)
9. Examine the process of Google Analytics (L4)
10. What is Key Performance Indicators in web analytics (L1)

Unit-V Short type questions

1. What is Digital Media (L1)

2. Explain Social Media (L2)
3. Define Social Media Analytics (L1)
4. Define Mobile Marketing (L1)
5 List out Social media strategies (L1)
6. Identify Digital media strategies (L3)
7. Define Digital media analytics (L1)
8. List examples of mobile marketing (L1)
9. What are the advantages of mobile marketing (L1)
10. List out the digital media (L1)

Essay Questions

1. How does integrating marketing strengthen client services (L1)

2. Identify how to integrate digital and social media (L3)
3. Discuss the failures in integrated media (L6)
4. Illustrate integrative media strategies (L5)
5. Explain the ways of effective mobile marketing (L5)
6. Identify how the organizations benefited integrating media marketing (L3)
7. How to build social media strategy (L1)
8. How the integrated is helpful for consumers (L1)
9. Explain the evolution of integrated media marketing (L2)
10. Discuss the process of mobile marketing (L6)

16
CASE STUDY

1. Flipkart – Amazon of India

E-commerce transactions in India are gaining popularity at the very fast pace majorly due
to its attributes of ease of shopping, good discounts, social media integration, cash on delivery
mode of payment etc. the industry is all set to grow and beat the records considering the recent
show of strength of several E-commerce companies of India Inc in their capability to raise funds
as well. Flipkart – one of the leading Indian E-commerce companies headquartered in Bangalore,
Karnataka. The overall brand value of FLIPKART is good, but it is facing tough competition
from its global as well as local competitors. But in India, it is the most superior E-business portal
which is aggressively expanding and planting its roots deep into the Indian market and at the
same time shifting the mindset of the people i.e. from going and shopping from physical stores to
online stores, which is enormous.

i. Discuss the initial challenges faced by Flipkart

ii. How Flipkart succeeded in Building the Trust of Online customers?
iii. How can Social media can be used to increase the market share of the Brand?

2. The Indispensables

Godrej as a brand has been already established as a household name. However, its
pedigree is that of stability rather than innovation, especially in the appliances segment. To break
free of this impression they devised a branding + personification strategy. Literally the
appliances would speak for themselves.
Godrej Indispensables, an online web sitcom starring various products. Why
Indispensables? Well they are confident that the products abilities to handle all that is thrown at
them in a day to day functioning of a household. They are the silent protectors of a family’s
home, the behind the scenes heroes of everyday chores. Every episode shows them faced with a
daily plight which they resolve in a way unique to their persona. Using 3D animation, we
brought to life these selfless helpers ad given them a wide variety of quirks and personalities.
So far the videos have garnered cumulatively over 50000+ views on Youtube. A special
hashtag called #TheIndispensables was created to launch the first series of videos. In it they

17
asked out followers to list out their gadgets which they felt were indispensable to them. This #tag
trended globally and gave the campaign a sizable boost in impressions. The products themselves
will dispense some much needed advice on how to better operate them. Going Ahead – The
Indispensables will continue to thwart household crisis, and keep audience entertained and
informed.
i. How does an appliance brand enhance brand presence in an already cluttered social
space?
ii. Online consumers read reviews and recommendations when making a purchase.
Justify?
iii. What advantages Godrej can enjoy if they are successful in Online Marketing?

3. KNORR

Knorr has been making cooking easy since 1838. Its ready-made sauces and stock pots
are available in nearly 90 countries worldwide and with annual sales over $3 billion, it is parent
company Unilever’s biggest-selling brand. In Poland, Knorr’s best-known product is Bulionetka;
a stock used in soups and braised dishes. Even well-known brands can’t stand in the hyper-
competitive FMCG category, especially when busy lifestyles mean that fewer and fewer Polish
people take the time to cook at home. Knorr’s new TV campaign was designed to raise
awareness among women aged 25-49, but Knorr also wanted to reach a younger audience to
drive sampling and sales.
i. Knorr approached you to prepare a suitable and multi-channel digital marketing plan
to attract the younger audience to its products.
ii. Prepare a digital ad to promote Knorr products and services in social media of your
choice. Justify your choice of social media.

18
 ANURAG GROUP OF INSTITUIONS
(Formerly CVSR college of Engineering)
Venkatapur (v), Ghatkesar (M), R.R. Dist.

II MBA II SEMSTER
Sub: DIGITAL AND SOCIAL MEDIA MARKETING
Model Question paper

PART-A
Answer all the following 5*5M= 25 marks

1. Compare online and offline marketing strategies.

2. Explain the scope, importance and advantages of Digital Marketing.
3. What do you mean by pay-per-click?
4. Briefly explain the behavior of online consumer
5. Write a note on mobile marketing.

PART – B
Answer the following 5*10M= 50 marks
6. a) “Digital marketing has shifted the landscape of traditional marketing”. Discuss
(OR)
b) Discuss the process of SEO in digital marketing.
7. a) What do you mean by online reputation management? Explain its scope and
importance
(OR)
b). Discuss the role and importance of social media marketing in online branding

8. a) Explain the benefits and strategies of Affiliate Marketing.

(OR)
b) What are the objectives of Email Marketing? Discuss the Email Marketing practices.
9. a) Briefly explain the role of CRM in digital world.
(OR)
b) What is Web analytics? How it contributes and benefits Digital Marketing?

10. a) Explain the different strategies in Mobile Marketing.

(OR)
b) Discuss the strategies for integrating digital and social media.

19
Tutorial Sheet

Unit-I Topics Revised

Topic Name

Unit-I Topics Revised

Topic Name

Unit-III Topics Revised

Topic Name

Unit-IV Topics Revised

Topic Name

Unit-V Topics Revised

Topic Name

20
 Course Assessment Report

Batch:

Academic Year/Sem:

Course Name:

Course Number:

Course Attainment (75% of Direct + 25% of Indirect) on a scale of 1 to 3.

Remarks and suggestions:

Course Coordinator

21
Direct Course Assessment Sheet (As per IonCudos)

a) Internal Examination

Course assessment sheet Ass1

Hall Ticket No S1 S2 TOT

1
2
3

Course assessment sheet Mid1

Hall S1 S2 S3 S4 S5 L1 L2 L3 L4 L5 TOT
Ticket
No
1
2
3

Course assessment sheet Ass2

Hall Ticket No S1 S2 TOT

1
2
3

Course assessment sheet Mid2

Hall S1 S2 S3 S4 S5 L1 L2 L3 L4 L5 TOT
Ticket
No
1
2
3

b) External Examination

Hall Ticket No Total Marks

22
CSP Rubric

CSP Rubric
S.No. Criteria LEVEL ( Level: 3-Excellent Level: 2-Good Level: 1-Poor)
Student speaks in phase with the given topic confidently using Audio-
Communicatio

3
Visual aids. Vocabulary is good
Student speaking without proper planning, fair usage of Audio-Visual
Oral

1 2
n

aids. Vocabulary is not good

Student speaks vaguely not in phase with the given topic. No
1
synchronization among the talk and Visual Aids
Proper structuring of the document with relevant subtitles, readability of
3 document is high with correct use of grammar. Work is genuine and not
Writing Skills

published anywhere else

2 Information is gathered without continuity of topic, sentences were not
2
framed properly. Few topics are copied from other documents
Information gathered was not relevant to the given task, vague
1
collection of sentences. Content is copied from other documents
Student identifies most potential ethical or societal issues and tries to
3
Awareness
Social and

provide solutions for them discussing with peers

Ethical

Student identifies the societal and ethical issues but fails to provide any
3 2
solutions discussing with peers
1 Student makes no attempt in identifying the societal and ethical issues
3 Student uses appropriate methods, techniques to model and solve the
Knowled
Content

problem accurately
ge

4 2 Student tries to model the problem but fails to solve the problem
1 Student fails to model the problem and also fails to solve the problem
3 Listens carefully to the class and tries to answer questions confidently
Participatio

Listens carefully to the lecture but doesn’t attempt to answer the

Student

5 2
n

questions
1 Student neither listens to the class nor attempts to answer the questions
The program structure is well organized with appropriate use of
technologies and methodology. Code is easy to read and well
3
documented. Student is able to implement the algorithm producing
Managerial skills

accurate results
Program structure is well organized with appropriate use of
6 technologies and methodology. Code is quite difficult to read and not
2
properly documented. Student is able to implement the algorithm
providing accurate results.
Program structure is not well organized with mistakes in usage of
1 appropriate technologies and methodology. Code is difficult to read and
student is not able to execute the program

23
Tools:
a) Case Study

S.No. Hall Ticket Number Rubric Assessment

1
2
3

b) Course End Survey Report

Add-ons (Guest Lecture/Video Lecture/Certification/Training Program/Poster

Presentation…. etc.)

1. Poster Presentation

Unit Wise PPT’s & Lecture Notes

----*********----

24