Digital Marketing Book BBA 6th Sem GGSIPU

Syllabus

BBA-304

Digital Marketing

UNIT-I

Introduction to Digital Marketing: Digital Marketing Meaning Scope and Importance, Internet Versus Traditional Marketing Communication, Internet Microenvironment; Use of Business to Consumer and Business to Business Internet Marketing; Internet Marketing Strategy.                                            (14 Hours)

UNIT-II

Online Buyer Behavior and Models: The Marketing Mix (7- Ps) in Online Context. Managing the Online Customer Experience: Planning Website Design, Understanding Site User Requirement, Site Design and Structure, Developing and Testing Content, Integrated Internet Marketing Communications (IIMC): Objectives and Measurement of Interactive Marketing Communication.                                                                               (14 Hours)

UNIT-III

Digital Promotion Techniques I: Email Marketing, Opt-in-e-mail - Permission Marketing, Online PR, Interactive Advertising. Online Partnerships, Viral Marketing, Blogs. Search Engines- Search Engine Marketing (SEM), Search Engine Optimisation (SEO); Website Optimisation, Content Marketing.          (14 Hours)

UNIT-IV

Digital Promotion Techniques II: Social Media Marketing - Designing Content for Social Media Marketing. Campaign Management, Tracking SMM Performance; Mobile Marketing Advertising On Mobile Devices, Mobile Apps, Tracking Mobile Marketing Performance. Introduction to Web Analytics - Meaning, Types, Key Metrics and Tools. Legal and Ethical Issues in Digital Marketing.                                                                            (14 Hours)