Digital Marketing

Unit

Topic

No. of Lectures

1

E-Commerce

1.1 Introduction

1.2 Understanding Internet Marketing

1.3 Search Engine Optimization

1.4 Search Engine Marketing

1.5 Email Marketing

1.6 Digital Display Marketing

4

2

Introduction to New Age Media (Digital) Marketing

2.1 What is Digital Marketing

2.2 Digital vs. Real Marketing

2.3 Digital Marketing Channels

2.4 Types of Digital Marketing(Overview)-Internet Marketing, Social Media Marketing, Mobile Marketing

4

3

Creating Initial Digital Marketing Plan

3.1 Content management

3.2 SWOT analysis: Strengths, Weaknesses,

       Opportunities, and Threats

3.3 Target group analysis

EXERCISE: Define a target group

4

4

Marketing using Web Sites

4.1 Web design

4.2 Optimization of Web sites

4.3 MS Expression Web

EXERCISE: Creating web sites, MS Expression

4

5

Search Engine Optimization

5.1 SEO Optimization

5.2 Writing the SEO content

EXERCISE: Writing the SEO content

4

6

Customer Relationship Management

6.1 Introduction to CRM

6.2 CRM platform

6.3 CRM models

EXERCISE: CRM strategy

4

7

 Social Media Marketing

7.1 Understanding Social Media Marketing

1

7.2 Social Networking (Facebook, Linkedin, Twitter, etc.)

      Social Media (Blogging, Video Sharing - Youtube,

      Photosharing – Instagram, Podcasts)

2

7.3 Web analytics - levels

2

7.4 Modes of Social Media Marketing-

3

7.4.1 Creating a Facebook page Visual identity of a

         Facebook page , Types of publications, Facebook  

         Ads, Creating Facebook Ads , Ads Visibility

3

7.4.2 Business opportunities and Instagram options

         Optimization of Instagram profiles, Integrating    

         Instagram with a Web Site and other social networks,

         Keeping up with posts.

3

7.4.3 Business tools on LinkedIn Creating campaigns on

         LinkedIn , Analyzing visitation on LinkedIn

3

7.4.4 Creating business accounts on YouTube You Tube

        Advertising , YouTube Analytics

3

7.4.5 E-mail marketing E-mail marketing plan , E-mail

         marketing campaign analysis , Keeping up with

        conversions

3

7.5 Digital Marketing tools: Google Ads, FaceBook Ads,  

      Google Analytic, Zapier, Google Keyword Planner

EXERCISE: Social Media Marketing plan.

EXERCISE: Making a Facebook page and Google Ads

20

7

Digital Marketing Budgeting

8.1 Resource planning

8.2 Cost estimating

8.3 Cost budgeting

8.4 Cost control

4