Course Manual

DIGITAL SELLING STRATEGY

Topics to be covered

Digital Selling Strategy

 E-marketing environment
 E- Business
 E-Commerce
 Ethical & legal issues
 Global marketing issues
 Understanding high tech customers
 Product (online offer)
 Pricing (on line value)
 The internet for distribution
 Search Engine Optimization
 Email Marketing
 Online Advertising
 Affiliate Marketing
 Search Engine Marketing
 Distribution channels and supply chain management in high-tech markets
 STP strategies for Online Marketing
 Mobile Access Devices & Mobile Strategy

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DIGITAL SELLING
STRATEGY

Course Objectives:

This course brings into focus the current changes in the consumer’s choice of media for interacting
with others (friends / communities / markets) as well as the shift in their preferred media and
medium of communicating and receiving such information. The digital invasion has become
more than welcome not only for the urban young, but for the rural and semi-rural, it could be
great tool for connecting and bridging the gap that exists between diverse socio-economic
clusters that exist in our country

The objective of this course is to enable students to understand the concepts of digital marketing,
the value chain, have a glimpse of the consumer behaviour in the digital world and how this
medium can be leveraged by organizations to reach their products and services to the right
target audience with an effective ROI

Learning Outcomes:

At the end of the course students will be able to:

1. Understand behavioral trends and habits that are shaping modern markets
2. Become familiar with various digital options and to make the right choices for deploying their
strategy
3. Create a more effective marketing mix
4. Analyze and present case studies individually as well as to work and contribute in group tasks

Assessment

Case based midterm exam for 1 hour. 20 marks

Project presentation : 20 marks
End Term exam , using a cheat sheet: 60 marks
Date and other details will be provided in the class
Books and References:

1. Understanding Digital Marketing by Damian Ryan Calvin Jones (Kogan Page)

2. Digital Marketing Concepts and Experiences (ICFAI)
3. Digital Marketing Approaches and Applications (ICFAI)

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 4. Getting to Transformation – Randiv Mehta (McMilan)
5. Future Consumer.com by Frank Feather (Warwick Publishing)
6. Always On – Christopher Volmer with Geoffrey Precourt (Tata McGraw Hill)
7. Corporate Blogging in India by Rajeev Karwal & Preeti Chaturvedi (Wisdom Tree)
8. It is highly recommended for students to continuously research the internet for quick shifts in
trends that are so common in the digital world.

SESSION PLAN
DIGITAL SELLING STRATEGY
SESSION DATE

Sessions 1. To have an overview of the digital world

1 to 2

Sessions 1. To understand the impact of the Internet

3 to 6 2. Customer behaviour differences in the digital and real
3. Re-orienting the 4-Ps
4. Digital Strategy

Sessions 1. Implementation and tailoring the 4-Ps

7 to 10 2. To understand how today’s users impact & influence t
3. How to leverage CRM for customer engagement
4. Understand how pricing works on the internet
5. The emerging Channels of distribution

Sessions 1. To understand the meaning, application and developm

11 to 16 2. Advertising on the Internet and its efficacy

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 1. To understand the impact of the supply chain in th
Sessions 2. Using customer information effectively
17-18

Sessions 1. To understand the targeting of your digital market au

19-21 2. The importance of your website
3. How to drive and retain traffic to your website

1. To get an insight to the mobile revolution

Sessions 2. Applications & Importance of mobile technology
21 to 24