Program : Diploma in Robotic Process Automation
Course Title: Introductory Concepts of Digital
Course Code : 6302D
Marketing
Semester :6 Credits: 4
Course Category: Open Elective Course
Periods per week: 4 (L: 4 T: 0 P: 0)
Periods per semester: 60
Course Objectives:
● To introduce key trends within the Digital Marketing landscape
● To provide students with the knowledge about business advantages of the digital
marketing and its importance for marketing success
● To develop critical and a holistic approach for designing and implementing web and
digital based marketing solutions for business, government and society
● To learn social media marketing
● To understand Web Analytics
● To understand search engine advertising and Search engine optimization
Course Prerequisites: NIL
Course Outcomes:
On completion of the course student will be able to:
Duration Cognitive
COn Description (Hours) Level
CO1 Understand the core concepts in digital marketing 15 Understanding
CO2 Email Marketing 15 Understanding
Digital Marketing implemented using Modern Social
CO3 14 Understanding
media platforms
CO4 Understanding of the Digital Marketing plan 14 Understanding
Series Test 2
CO – PO Mapping:
Course
Outcomes
PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7
CO1 3 2
CO2 3 3
CO3 3 2
CO4 3 3
3-Strongly mapped, 2-Moderately mapped, 1-Weakly mapped
Course Outline
Module Duration Cognitive
Description
Outcomes (Hours) Level
CO1 Understand the core concepts in digital marketing
Introduction to Digital Marketing 3 Understanding
M1.01
Digital vs. Real Marketing, Types of digital marketing 3 Understanding
M1.02
Digital Marketing Environment: Macro and Micro 3 Understanding
Environment
M1.03
Tools required in digital marketing 3 Understanding
M1.04
Introduction to Ecommerce, Types of Ecommerce 3 Understanding
M1.05
Contents:
Introduction to Digital Marketing – Key concepts of digital marketing, Types,
Digital Marketing Environment: Macro and Micro Environment, Tools required in digital
marketing, Introduction to Ecommerce, Types of Ecommerce
CO2 Email marketing
M2.01 Introduction to Social Media Marketing 4 Understanding.
M2.02 Major Social Media Platforms for Marketing 4 Understanding
Benefits of Email Marketing, Email marketing
M2.03 7 Understanding
campaign analysis
Series Test – I 1
Contents:
Social Media Marketing–Introduction to Social Media Marketing, Major Social Media
Platform
Email Marketing - Benefits of Email Marketing, Email marketing campaign analysis
CO3 Digital Marketing implemented using Modern Social media platforms
Creating a Facebook page, Facebook Advertising and
M3.01 4 Applying
ItsTypes
M3.02 Creating campaigns on LinkedIn, 4 Applying
M3.03 Introduction to Twitter Marketing 3 Applying
M3.04 Power of Twitter and use of hashtags 3 Understanding
Contents:
Creating a Facebook page, Facebook Advertising and Its
Types, Creating campaigns on LinkedIn.
Introduction to Twitter Marketing- Power of Twitter and use of hashtags
CO4 Designing digital marketing plan
M4.01 Design a digital marketing plan 3 Applying
M4.02 SWOT analysis 4 Applying
M4.03 Situational analysis 4 Applying
key performance Indicators in internet marketing 3
M4.04 Applying
Series Test – II 1
Contents:
Digital marketing plan :, SWOT analysis, situational analysis, key performance Indicators in
internet marketing
Text / Reference
T/R Book Title/Author
T1 Ian Dodson-The art of Digital Marketing, Wile
R1 Puneet Singh Bhatia- Fundamentals of Digital Marketing, Pearson Education
R2 Damian Ryan -Understanding Digital Marketing
Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
R3
Generation – Damian Ryan and Calvin Jones
R4 Sudhir Sreedharan - Digital Marketing
Online Resources
Sl.No Website Link
1 https://www.w3schools.com/html/
2 https://www.udemy.com
3 https://www.javatpoint.com/
