DEPARTMENT Management
Course Code 24PDMOE208 Total 4 Course Type OPEN ELECTIVE
Credits
Course Title Digital Marketing Concepts and Management
Contact Credits Assessment in Weightage and Marks
Hours
Teaching Lecture 52 4 CIE SEE Total
Tutorial 0 0 Weightage 40% 60% 100%
Learning
Practical 0 0 Maximum Marks 40 60 100
Process
Marks Marks Marks
Total 52 4 Minimum Marks 20 25 45
Marks Marks Marks
Course Objectives: This course will enable the students
1. Develop a solid understanding of foundational digital marketing concepts, including digital
marketing strategies, tools, and platforms.
2. Design and Implement Effective Digital Marketing Campaigns- Learn to create, plan, and
execute comprehensivedigital marketing campaigns across multiple platforms such as
SEO, SEM, social media, email, and mobile marketing.
3. Utilize Digital Marketing Tools and Technologies- Gain proficiency in using key digital
marketing tools and technologies, including content management systems (CMS), social
media management tools, analytics platforms
4. Analyze and Optimize Digital Marketing Performance- Develop the ability to measure and
evaluate the performance of digital marketing campaigns using various metrics and KPIs.
5. Understand Strategic Digital Marketing Frameworks and Planning- Explore and apply
strategic frameworks and planning techniques for digital marketing. This objective involves
analysing consumer behaviour, market research, segmentation, targeting & positioning
techniques
Course Outcomes (CO’s)
Highest Level of
CO# Course Outcomes Cognitive
Domain
After Completing this Course, students will be able to
Understand and Apply Core Digital Marketing Concepts-Establish a
comprehensive understanding of digital marketing principles, strategies,
CO1 and tools, and apply them to real-world business scenarios. L5
Develop and Execute Effective Digital Marketing Campaigns-Plan,
design, and implement digital marketing campaigns across various
CO2 platforms, including SEO, SEM, social media, email, and mobile L5
marketing.
Design and Manage Comprehensive Digital Marketing Campaigns-
develop a thorough understanding of digital marketing campaign
management, including campaign planning, setting objectives, budget
CO3 allocation, and creative strategy, content management systems (CMS) and L5
social media tools and manage budgets.
Develop and Theorize Digital Marketing Strategies and Planning
CO4 Frameworks- Acquire a deep understanding of digital marketing strategy L5
frameworks and their applications. Analyze consumer behavior, market
research techniques, and digital segmentation strategies
Understand and Apply Core Digital Marketing Concepts-Establish a
comprehensive understanding of digital marketing principles, strategies,
CO5 and tools, and apply them to real-world business scenarios. L5
Course Content/ Syllabus:
UNIT Hours
Conte
No. Lecture Practical
nt
Introduction to Digital Marketing-Overview of Digital Marketing, Definition
and Importance, Traditional vs. Digital Marketing, Digital Marketing Strategies,
Components and Planning, Goal Setting and KPIs, Digital Consumer Behaviour,
Understanding Digital Consumers, Digital Customer Journey, Market Research 0
1 10
in the Digital Age, Tools and Techniques, Competitor Analysis, Social Media
Marketing-Platforms and Social Media Advertising, Mobile Marketing-Mobile-
Friendly Websites, App-Based Marketing.
Advanced Digital Marketing Techniques - Influencer Marketing, Identifying
Influencers, Campaign Management, Affiliate Marketing, Concepts and Models,
Tracking and Payments, Video Marketing, theory of Video Content Creation, 0
2 10
YouTube and Video SEO, Web Analytics-Google Analytics and reports, E-
commerce Marketing-online strategies and upselling , Future trends.
Digital Marketing Campaign Management-Campaign Planning, setting
objectives and budget allocation, creative strategy, content design, media
planning and buying, CMS, Social Media Tools and engaging with audiences, 10 0
3
Budget Management and ROI, Performance Management, metrics and KPI’s
Digital Marketing Strategies and Planning-Digital Marketing Strategy
Frameworks, Overview of Strategic Frameworks, Application of Frameworks in
Digital Marketing, Consumer Insights and Market Research, Understanding
4 Consumer Behaviour, Techniques for Market Research, Segmentation, Targeting, 14 0
and Positioning, Digital Segmentation Strategies, Targeting Techniques in Digital
Marketing and Positioning, Digital Advertising agency and types, Resource
Allocation.
Foundations and Strategic Insights in Digital Marketing-Digital Marketing
5 Ecosystem, Interaction Between Different Components, Key Performance
Indicators for Digital Marketing, Global Digital Marketing-Strategies for Global
Digital Marketing, Cultural Considerations and Localization, Digital Marketing 8 0
and Organizational Change-Impact of Digital Marketing on Organizational
Structures
Text Books:
1)"Digital Marketing: Strategy, Implementation, and Practice" by Dave Chaffey and Fiona Ellis-
Chadwick
2) "Marketing 5.0: Technology for Humanity" by Philip Kotler, Hermawan Kartajaya, and Iwan
Setiawan
3) "Digital Marketing for Dummies" by Ryan Deiss and Russ Henneberry
4) "Digital Marketing: A Practical Approach" by K.V.S. Giri
5) "Digital Marketing: An Indian Perspective" by Dr. S. R. K. Sharma
6) "Fundamentals of Digital Marketing" by S. S. Sinha
Reference Books:
1) "Digital Marketing: Strategies and Frameworks" by S. H. M. Rahman
2) "Digital Marketing: A Strategic Approach" by Rajat Sharma
3) "Digital Marketing for India: Techniques and Tools" by R. S. Sharma
PROGRAM SPECIFICOUTCOMES
COURSE
OUTCOMES ↓
PO1
PO2
PO3
PO4
PO5
CO1 3 3 1 2 2
CO2 3 3 1 2 3
CO3 3 3 1 2 3
CO4 3 3 1 2 2
CO5 3 3 2 3 2
High – 3, Medium – 2, Low – 1
