GIM –Digital Marketing

Evaluation Components

Session Topic

1 Website Design and Development

2 Content Marketing

3 Search Engine Optimization

4 HCL Case

5 Search Engine Marketing

6 Volkswagen Case

7 Social Media Strategy , Hashtags, Facebook, Linkedin

8 Accor Hotel Case

9 Email Marketing

10 Mobile Marketing

11 Marketing the Nissan Micra and Tata Nano case

12 ORM, Influencer Marketing and Thought Leadership

13 Digital Transformation and Channel Attribution

14 Thunderbird Analytics case

15 Google Analytics

16 Project Presentation
 Evaluation Components

S.No. Evaluation Component Group/ Individual Weightage Time CLO

1 Class Participation Individual 10% All sessions All CLOs

Sessions where case discussions

2 Case Participation Individual 10% conducted All CLOs

CLO 1, CLO
3 Quiz Individual 10% In between sessions 2

4 Assignment Team 15% After session 6 CLO 1

CLO 2, CLO
5 Project Team 15% Digital Marketing Strategy 14th session 3

6 End Term Individual 40% End of the course All CLOs

Distracted Customers | A day in life
Distracted Customers | A day in life
Marketers Vs Customers | Other Companies..
Marketers Vs Customers | Examples
Changing nature of content | Buyers Expectations..

Contentt
Conte x
Internet Penetration | Across Countries
Internet Penetration | Annual Digital Growth
Internet Minutes | What happens
Internet Penetration | Device usage
Internet Penetration | Social Media usage
 Digital Marketing | Advantage Brands

Reach more consumers

Create more personalized message
Measure marketing performance
Reduce Marketing cost
Schedule marketing campaigns
Communicate with customers conveniently
Optimize marketing performance in real time
Target consumers proactively
Share your content effortless
In mobile, you have access to people – 24 / 7
Digital Marketing | One on Many to One on One
 Consumer Behavior | Prior to Digital

Stimulus Response Experience

 Consumer Behavior | After Digital

Keyword Search Price Search

Product Reviews Search for Usage

Stimulus Response Experience

 Evolution of Channels | Digital
Own Media
Paid Media Shared Media

Re-Targeting Ads Website Media Relations

Mobile App Influencers
Banner Ads
Likes, Shares, Retweets
Blogs
Display Ads Social Media
Word Of Mouth
 Digital Marketing | Advantage Brands

Outbound Inbound

PPC
SEO
Paid email
List blast Opt - in email
Social Media eBooks
Ads
Pop Ups Public Relations
Thought Leadership
Banner and
Influencer Outreach
Display Ads
Blogging
Paid Apps
Review Earnt Social Media
Buyer Persona | Overview