Digital Marketing Paper – III –

Unit 1:

Digital Marketing: Definition Meaning Scope, Advantages of digital Medium over other media, Digital medium in today’s Marketing plan. Website as a base of DM.

Unit 2:

Search Marketing : Basics of Search marketing, Difference between SEO and SEM, Overview of Google Ad words, Keywords research and analysis, Tracking the success of SEM Search Engine Digital marketing strategy, Digital consumer behaviour

Unit 3:

Types of Digital Marketing
Mobile Marketing: Different kinds of mobile marketing, mobile marketing ecosystem
Social media Marketing: Different social Media Channels, Social media for various businesses B2C & B2B, Measuring social media ROI
Content Marketing: story telling in Social media
E-Mail Marketing: The basics of Email marketing
Display Marketing: Different Kinds of Display marketing and The display Marketing ecosystem
Affiliate Marketing

Unit 4:

Web analytics: Digital measurement Landscape, Introduction to Google analytics, Interpreting the data in Google analytics

Reference Books:

  1. Newlands, Murray (2011) Online marketing: a user’s manual. Chichester: John Wiley [distributor]
  2. Chaffey, D. & Ellis-Chadwick, F., 2012. Digital Marketing: Strategy, Implementation and Practice. 5 ed. Harlow: Pearson Education Ltd.
  3. Brown, C (2007). The complete guide to Google advertising. United States: Atlantic Publishing. p27-30.
  4. Mohammed R., —Internet Marketing , McGraw Hill, New York, Vol. 4, 2001
  5. Krishnamurthy, S. & Singh, N. (2005), The International E-Marketing Framework (IEMF)
  6. Reedly, J., Schullo, S., And Zimmerman, K. (2000), Electronic Marketing (Integrating Electronic Resources Into The Marketing Process), Harcourt College Publishers.