Digital Marketing

Syllabus

MBAT 323: Digital Marketing

Unit 1

Introduction to Digital Marketing: The New Digital World - Trends that are Driving Shifts from Traditional Marketing Practices to Digital Marketing Practices, the Modern Digital Consumer and New Consumer’s Digital Journey. Marketing Strategies for the Digital World - Latest Practices.

Unit 2

Social Media Marketing -Introduction to Blogging, Create a Blog Post for your Project. Include Headline, Imagery, Links and Post, Content Planning and Writing. Introduction to Face Book, Twitter, Google +, LinkedIn, YouTube, Instagram and Pinterest; their Channel Advertising and Campaigns.

Unit 3

Acquiring & Engaging Users Through Digital Channels: Understanding the Relationship between Content and Branding and its Impact on Sales, Search Engine Marketing, Mobile Marketing, Video Marketing, and Social-Media Marketing. Marketing Gamification, Online Campaign Management; Using Marketing Analytic Tools to Segment, Target and Position; Overview of Search Engine Optimisation (SEO).

Unit 4

Designing Organisation for Digital Success: Digital Transformation, Digital Leadership Principles, Online P.R. and Reputation Management. ROI of Digital Strategies, How Digital Marketing is Adding Value to Business, and Evaluating Cost Effectiveness of Digital Strategies

Unit 5

Digital Innovation and Trends: The Contemporary Digital Revolution, Digital Transformation Framework; Security and Privatisation Issues with Digital Marketing Understanding Trends in Digital Marketing – Indian and Global Context, Online Communities and co-Creation,