Digital And Social Media Marketing

Syllabus

MBA: (Code-3T2)

Module-1

Introduction: Digital Marketing and its Significance. Traditional Marketing V/s Digital Marketing. Marketing in Digital Environment, Introduction to E-commerce, Types of E-commerce & Business Models, Advantages & Disadvantages, Hybrid & Multi-channel Options, Online media and Types.

Module-2

Digital Marketing Research: Features of Marketing Research, Steps in Marketing Research, Methods of Digital Marketing Research, Audience Profiling and Segmentation.

The Internet: Uses, Purposes, Online Consumer Behaviour, Direct Marketing. Online Research Methods, Behavioural Targeting, Blogs and Types, Building Customer Profiles, Competitor Analysis, Integrating Online Strategies, Offline Marketing Strategies.

Module-3

Search Engine Marketing: Introduction, E-mail Campaign Creation and Management, Search and Display on Search Engines, Pricing Models, Page Rankings, Search Engine Optimization (SEO) and Process, Key Words, Search Engine Marketing (SEM), Paid and Natural Search, Search Methodology.

Moduel-4

Social Media: Introduction to Social Media, Facebook, Linkedin, Twitter, Youtube, Creating a Channel on Youtube, Social Media Measuring, Forums and Discussion Boards, Forums and Communities, Blogs, Viral Campaigns, Building Online Relationships with Different Stakeholders.

Module-5

Online Reputation and Recent Trends: Introduction, Reputation Management Process, Features of Online Reputation Management, Strategies and Tools of Online Reputation Management, Handling Negative Comments, Recent Trends in Digital Marketing, Localisation of Content and Advertising, Marketing Using Mobile Networks, Journey from Traditional to Mobile Banking, Consumer Engagement and Methods.