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Digital & Social Media Marketing
Tax excluded
Syllabus
DIGITAL & SOCIAL MEDIA MARKETING
Course Code 18MBAMM403
Unit 1: Introduction to Digital Marketing: Online Marketplace Analysis: Microenvironment, The Internet Macro-Environment. E-Marketing Plan: Overview of the E-Marketing Planning Process – Creating an E Marketing Plan– A Seven-Step E-Marketing Plan The E-Marketing Environment: Overview of Global E-Marketing Issues – Country and Market Opportunity Analysis – Technological Readiness Influences Marketing – Wireless Internet Access – The Digital Divide Ethical and Legal Issues – Privacy – Digital Property – Online Expression – Cyber Security –Cyber Crime.
Unit 2:E-Marketing Research: Data Drive Strategy – Marketing Knowledge Management –Monitoring Social Media – Technology-Enabled Approaches – Real-Space Approaches –Marketing Databases and Data Warehouses – Data Analysis and Distribution – Knowledge Management Metrics – Consumer Behaviour Online – Segmentation – Targeting –Differentiation – Positioning Strategies. Data Analytics: Introduction, Key Terms and Concepts. Working With Data. Setting Objectives, Goals and KPIs. Tracking and Collecting Data. Analysing Data. Advantages and Challenges.
Unit 3: E-Marketing Management: Product – Products on Internet – Creating Customer Value Online– Product Benefits – E-Marketing Enhanced Product Development – Price – Change in Pricing Strategies – Buyer and Seller Perspectives – Payment Options – Pricing Strategies – Distribution– Online Channel Intermediaries – Distribution Channel Length and Functions – Channel Management and Power – Distribution Channel Metrics.
Unit 4 : Search Engine Optimisation (SEO) Introduction, Understanding SEO. Search Engine Friendly Website Structure. SEO and Key Phrases. Link Popularity. User Insights. Benefits and Challenges. Content Marketing: Introduction, Key Terms and Concepts, Meaning, Strategic Building Blocks. Content Creation. Advantages and Challenges. Search Advertising: Introduction, Key Terms and Concepts. Advertising in Search. The Elements of a Search Ad. Targeting Options. Bidding and Ranking for Search Ads. Tracking. Advantages and Challenges. Online Advertising: Introduction, Key Terms and Concepts. Types of Display Adverts. Payment Models for Display Advertising. Getting Your Ads Online. Targeting and Optimising. Step-by-Step Guide to Online Advertising. Advantages and Challenges. Affiliate Marketing: Introduction, Key Terms and Concepts. The Building Blocks of Affiliate Marketing. Setting up a Campaign. Advantages and Challenges.
Unit 5: Customer Acquisition and Retention: Profile of Consumers – Browsing Behaviour Model – Elements of Social Media – Social Media Strategies – Social Media Performance Metrics – Building Customer Relationships – Relationship Marketing – Stakeholders – Three Pillars of Relationship Marketing – Customer Relationship Management (CRM) – CRM Building Blocks – Ten Rules for CRM Success.
Unit 6: Social Media Channels: Introduction, Key Terms and Concepts, Traditional Media vs Social Media. Social Media Channels: Social Networking. Content Creation, Bookmarking & Aggregating and Location & Social Media. Tracking Social Media Campaigns. Social Media Marketing: Rules of Engagement. Advantages and Challenges. Social Media Strategy: Introduction, Key Terms and Concepts. Using Social Media to Solve Business Challenges. Step-by-Step Guide to Creating a Social Media Strategy. Documents and Processes. Dealing with Opportunities and Threats. Step-by-Step Guide for Recovering From an Online Brand Attack. Social Media Risks and Challenges.