ISLAMIC UNIVERSITY IN UGANDA
COURSE OUTLINE
Faculty Management Studies
Department Business Studies
Course Title Digital Marketing
Year of Study 3
Course Code BMK 3104
Credit Hours 4
Contact Hours 60
Mode of Delivery Lectures Case Studies, and Presentations
Pre-requisites Marketing Channels
Mode of Assessment Weight%
Course Work 30%
Final Examination 70%
239
Total 100
Course
Instructor(s)
Course Description Most of the dynamic and effective innovations in marketing are
presenting
themselves in digital channels and these channels if used effectively
have the power to drive marketing strategy and enhance the
competitiveness of firms.
This course addresses how electronic marketing is changing the
dynamics of commerce, including how firms determine where and
how to use the Internet for such things as customer relations
management, retailing, branding, and business-to-business
commerce. The course explores how information technology has
affected traditional marketing in recent years by providing a
practical, hands-on and up-to-date overview of key aspects of
marketing online. Students will be introduced to the principles
of e-marketing techniques to understand how the Internet has
Course Objectives 1. expose the students to the various concepts of electronic
marketing and
e-commerce
2. acquaint students with the e-marketing plan and procedures
3. familiarize the students with how best to make the online
marketing highly successful
Learning Outcomes By the end of the course, students will be able to:
1. Demonstrate an understanding of the core concepts of
electronic marketing for consumers, organizations and society
2. To enable learners acquire knowledge of and understand the
major digital marketing channels - online advertising: digital
display, video, mobile, search engine, and social media.
3. To facilitate learners in acquiring knowledge on how to measure
digital marketing efforts and determine its ROI.
4. Explain the implications of electronic marketing for different
business sectors
240
5. Describe the barriers to the growth of e-business
6. Compare online marketing media to traditional advertising media
Teaching and Learning The class will meet for four hours each week. Class time will be
used for a
combination of lectures & presentations/discussions.
Week(s) Detailed Course Outline Allocated
Time
1stweek Introduction and the Environment 4 Hours
⚫ What digital marketing means
⚫ Moving from traditional to digital marketing
⚫ Integrating traditional and digital marketing
⚫ Digital environmental elements
Source: Kotler, 2017; Stokes, 2013
2nd and 3rd Week Digital marketing Planning and strategy 8 Hours
⚫ Creation of a Digital plan
⚫ The building blocks of marketing strategy
⚫ Online Marketing strategies
Source: (Lockett, 2018; Satpathy, 2017; Stokes,
2013
4th week Search Engine Marketing 4 Hours
• Search Engines
• Key SEM Metrics
Source: Satpathy, 2017; Stokes, 2013
5th week and 6th week Search Engine Optimization (SEO) 8 Hours
• What is SEO,
• Types of SEO
• Basic SEO guidelines
• Link popularity
Source: Satpathy, 2017; Stokes, 2013
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7th week E - mail marketing 4 Hours
• Components
• Types of e-mail marketing
• Step-by-step process
• Important Metrics
Source: Satpathy, 2017; Stokes, 2013
8th week Social media platform and e-marketing 4 Hours
• Various social media platform
• Social media usage in various sectors
• Limitations of social media
Source: Stokes, 2013
8th and 9thweek E-payment system 8 Hours
• Card systems (cash cards)
• Electronic funds transfers
• Other customized payment systems
(Stokes, 2013)
10th week Pay Per Click advertising 4 Hours
• Set your goals
• Set up your account
• Manage your campaign
• Analyze your results
Source: (Ian, 2016)
11th week Trends in e- 4 Hours
business
• Past trends
• Current trends
• Projected future trends
Source: (Ian, 2016)
242
12th and 13th week Analytics 8 Hours
• Digital marketing metrics
• Web Analytic tools
• Social Media Analytics
• Mobile Analytics
Source: (Essential digital marketing tools,
2016; Hemann & Burbary, 2013; Jarvinen, 2016
14thand15thweek Quantitative individual Class work and 8 Hours
presentations
(PRACTICALS)
Total Contact Hours 60 Hours
References
Essential digital marketing tools. (2016). Smart Insights (Marketing Intelligence) Limited.
Hemann, C., & Burbary, K. (2013). Digital Marketing Analytics: Making Sense of
Consumer Data in a Digital World. (G. Wiegand, K. Bull, D. Martelli, C. Kughen, K. Hart, A.
Beaster, … C. Teeters, Eds.). Que Publishing.
Ian, D. (2016). The Art of Digital Marketing - The Definitive Guide to Creating Strategic,
Targeted and
Measurable Online Campaigns. New Jersey: John Wiley & Sons, Inc.
Jarvinen, J. (2016). The Use of Digital Analytics for Measuring and Optimizing Digital
Marketing
Performance. (T. Takala, P. Olsbo, & V. Lorkiakangas, Eds.). University of Jyväskylä.
Kotler, P. (2017). Marketing 4.0 - Moving from Traditional to Digital. New Jersey: John
Wiley & Sons, Inc.
Lockett, A. R. (2018). Online Marketing Strategies for Increasing Sales Revenues of
Small Retail
Businesses. Walden University.
Satpathy, T. (2017). A Guide to the DIGITAL MARKETING BODY OF KNOWLEDGE. SMstudy.
Stokes, R. (2013). eMarketing - The essential guide to marketing in a digital world (5th
ed.). Quirk
