Digital Marketing-I

Syllabus

SE MKT 04: Digital Marketing-I

Unit 1: Digital Marketing and its Role in Global Context

Concept of Digital Marketing, Role and Importance of Digital Marketing, Digital Marketing vs Traditional Marketing, Digital Marketing Process, Phygital Marketing, Omni-channel Marketing, E-commerce and its Impact on Digital Marketing, Current Global Trends, Digital Marketing Environment, Microenvironment and its Elements, Macroenvironment in India, PESTEL Analysis, National and Global Factors, Role of Cyber Policy, Role of Digital Commerce Policy, Global Perspective of Digital Marketing.

Practical Assignment: PREPARE a Comparative Analysis Report of Traditional Marketing vs Digital Marketing with Real Brand Examples and CONDUCT a PESTEL Analysis of Digital Marketing in India and One Other Country.            [3+12]

Unit 2: Segmentation, Targeting and Positioning in Digital Marketing

Segmentation Concept, Need and Benefits, Criteria for Segmenting Digital Audience – Geographic, Demographic, Psychographic, Behavioral, Targeting Online Customers – Business, Government and Customer Markets, Product Positioning, Sectoral Perspective in Digital Marketing Applications, Case Studies, Overview of Marketing Mix in Digital Context, AI-Driven Segmentation and Targeting, Customer Journey Mapping, Touchpoint Optimization, Introduction to Neuromarketing, Use of AI to Decode Consumer Behavior.

Practical Assignment: CREATE Two Digital Customer Personas (B2C & B2B), MAP their Digital Journey and Touchpoints Using Free Tools, and RECOMMEND Targeting Strategies Using AI.                            [3+12]

Unit 3: Digital Marketing Planning and Structure

Inbound Marketing, Outbound Marketing, Content Marketing, Strategic Flow for Marketing Activities, Setting Customer Acquisition Goals, Revenue Goals, Cost Per Lead (CPL), Conversion Rate, Lead Goals, Digital Marketing Plan with Deadlines, Timeframe, Marketing Channels, Result Measurements, Action Plan, Project Status, Team Assignment, Marketing Goals, Key Performance Indicators (KPIs), Target Market, Competitor Analysis, Budget and Review, WWW, Domains, Domain Purchase, Website Language and Technology, Core Objective of Website, One-Page Website Design, Strategic Design of Homepage, Products & Services Page, Pricing Page, Portfolio, Gallery, Contact Us Page, Call to Action (CTA), SEO Overview, Google Analytics Tracking Code, Website Auditing, Designing WordPress/Wix Website.

Practical Assignment: DESIGN and LAUNCH a One-page Website Using Wix/WordPress for a Real or Imaginary Brand Including Homepage, Services, CTA, and SEO Basics.                                                   [3+12]

Unit 4: Search Engine Optimization (SEO) Tools and Techniques

Concept of SEO, Role in Digital Marketing, Features and Significance of SEO, SEO Models – Five Stage AACRO POEM Model, Inverted Pyramid, Content Drilldown, E3 Model, Web and Mobile Marketing Perspective, Key SEO Tools – Google Domain, Google My Business, Google Search Console, Google Trends, Google Tag Manager, SEMrush, Domain Authority Score, Inbound Marketing, Essentials of Inbound Strategy, Website Optimization for Search Engines, Creating Purposeful Content, Lead Generation, Lead Conversion, AI-driven Personalization, Zero-click Search, Voice Search Optimization, Visual Search Optimization.

Practical Assignment: CONDUCT an SEO Audit of a Website Using Tools Like Google Search Console or SEMrush and SUGGEST at Least Five Actionable Improvements.                                                              [3+12]

Unit 5: Search Engine Marketing (SEM) Tools

SEM Concepts, Comparison of SEO and SEM, Social Media Marketing (SMM), Keywords, PPC, CPC, SERP, CTR, Impressions, Google Display Network (GDN), Web and Mobile Marketing Perspective, SEM Tools – Google Ads, Google Analytics, Google AdMob, Google AdSense, Google Marketing Platform, Google Shopping Campaign, WordStream Advisor, Fundamentals of Blogging, Amplifying Content via Social Media, Calls-to-Action (CTA), Landing Page Optimization, Thank You Page Design, Email Targeting, HubSpot Inbound Certification, Website Analytics, Web Analytics Types – Social, Mobile, Traditional.

Practical Assignment: DESIGN a simulated Google Ads Campaign Including ad Groups, Keywords, Target Audience, and Estimated Budget, and PRESENT the Campaign Metrics/KPIs.                                    [3+12]