JAIPURIA INSTITUTE OF MANAGEMENT

PGDM; TRIMESTER- IV; ACADEMIC YEAR 2017-18

1. Course Code: MKT 411 2. Course Title: Digital

Marketing

3. Course Overview

With the increasing access to Internet and mobile technologies, more and more business
organizations have started to shift their marketing investments from traditional media and
radio/TV to Internet and mobile based initiatives under the banner of digital marketing. Global
digital marketing spend has crossed USD 135 billion. Nearly 42% of the world’s population is
expected to be internet users shortly. Asia alone accounts for nearly 30% of this rapid growth. As
the gap between demand and supply continues to be high, there is a huge potential for Digital
Marketing experts. The nature of digital marketing is constantly evolving and key issues change
rapidly. This course will examine timely concerns at the interaction of marketing and technology.
The course emphasizes marketing through selected new media – internet/web, mobiles, and e-
mail. The course aims to provide an understanding and skills related to developing customer
demographic knowledge. This knowledge is coupled with matching experience from the
product/service offerings using a digital platform. The course also provides an understanding of
environmental factors that will shape and influence the digital marketing planning and strategy
formulation process.

The course is divided into six modules. In Module 1, an Introduction to this exciting new Digital
Marketing platform will be given along with career opportunities and latest trends. It will also
cover the importance of developing a new mindset to operate in a digital marketing world.
Module 2 will cover the Building Blocks of a Website. Content creation, steps involved in
creating an effective website on a low budget will be covered here. Module 3 will focus on
Optimizing and Marketing with emphasis on SEO and SEM, PPC campaigns and Bidding
Strategy. Social Media Marketing will be the focus of Module 4 and it will cover Facebook,
Twitter, Linkein, Pinterest, Instagram, Youtube marketing. The subject matter of Module 5 will
be Activation which includes campaign management, lead management, email marketing and
affiliate marketing. It will also take a look at security issues and legal requirements. Finally
Module 6 will delve into Mobile Marketing with sessions on App monetization and CPI
networks.

The Digital Marketing elective course is intended to help students understand and embrace the
special opportunities offered by the digital marketing world. As digitization permeates every
sphere of business, including government’s interaction with the public, gathering digital
marketing expertise will enable young marketing managers to make a mark in the present and
future corporate world.

4. Learning Outcomes:
After undergoing this course, the student will be able to:
L01. Describe the approach, benefits and differences posed by digital versus traditional
marketing
L02. Analyze the application of digital marketing activities for business

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 L03. Apply digital marketing activation techniques

L04. Create an effective digital marketing campaign

5. List of Topics/ Modules

Topic/ Module
Module 1: Introduction to
Digital Marketing (Sessions 1-
3)
Contents/ Concepts
 Digital Marketing overview
 Differentiating digital from traditional marketing
 Online consumer behavior
 Digital Marketing Mix

 Introduction to websites
Module 2: Building Blocks of  Building an effective website
a Website
 Traffic building

 SEO overview and brief history

Module 3: Search Engine  How SEO works – on page and off page optimization
Optimization (SEO)  How to implement SEO for websites

Module 4: Search Engine  SEM overview, pay per click (PPC), Google Adwords
Marketing  PPC campaign strategy and bidding strategy

 Purpose and benefits of SMM

Module 5: Social Media  Facebook Marketing Strategy
Marketing (SMM)  Twitter Marketing Strategy
 Linkedin Marketing Strategy
 YouTube Marketing Strategy
 Other channels – Pinterest, Instagram,
 Omni channel marketing

Module 6: Digital Marketing  Email marketing

Activation  Blog Marketing
 Web Analytics
 Affiliate Marketing
 Payment gateways

Module 7: Content Marketing  Implications and scope of mobile marketing

and Mobile Marketing (M-  Mobile App monetization and App store strategy
Marketing)  Content Marketing

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6. Evaluation Criteria
Component Description Weight
1.Quizzes There will be two quizzes of MCQ(s)/Objective type questions. 10 %
The quizzes would be based on concepts, cases and readings.
Best two of three shall be considered.

2.Discussion Online Discussion Forum to be created and students will be

10 %
Forum given marks based on active participation. (it can be on FB,
Twitter, Blog, or WhatsApp Group)
Or
Class Participation Marks shall be generated on the basis of
following things –
1. Your active engagement in lab sessions in class
2. Your creation of Blog & Facebook page and generating
Discussion and Comments on your page (By the end of
the course minimum 500 views along with minimum 5
posts are required).
3. digi-digimark.blogspot.in – Blog Link to Post your Blog & FB page
link
3. Case / 20%
Campaign Digital Marketing Strategy/ Campaign Analysis
Analysis
Identify a digital campaign currently run by any brand and do
the strategy / campaign analysis. It is a group assignment.
Choose your brand / organization and inform the instructor in
advance to avoid the overlap.
1. Executive Summary Provide a clear summary of the
campaign 2. Situation Analysis Provide a clear description of
your chosen organization/ brand current social media activities
to allow the assessor to gauge whether the objectives of the plan
are reasonable and achievable given this starting point. 3.
Audience - Clearly identify a range of target audience groups. -
Prioritise these groups so that resources can be allocated
accordingly. - Provide sufficient description to allow yourself to
choose relevant social media channels. 4. Objectives Your
objectives should be S.M.A.R.T Objectives. - Make them
Specific in terms of numbers (i.e. “attract 500 new visitors”) -
Make them Measureable. Is there a mechanism identified to
track them - Make them Actionable. Is it within your power to
execute the task to achieve these objectives (i.e. do you have to
outsource to a third party agency or can you complete these
objectives yourself?) - Make them Realistic? Are these over
optimistic or realistically achievable? - Make them Timely? Can
you achieve these objectives in a set period of time that you
outline? 5. Channels - Chose the platforms that will provide you

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 access to the target audience groups. - Explain why you chose
these platforms 6. Action Plan - Provide an action plan outlining
the steps you will take to achieve your objectives. - Make the
action plan realistic in terms of resources and length of time
required to achieve the objectives outlined. 7. Budget - Please
provide a budget for the activities outlined. - Explain the
assumptions around the budgetary decisions. - Ensure that it
covers all platforms described. - Implement a realistic budget for
achieving the aims of the plan. 8. Measurement - Describe the
mechanism for measuring the progress of the plan against the
objectives. - Implement measurement mechanisms for each of
the platforms identified. 9. References & Appendices - Include a
list of references and any appendices of information for
4. Team Project clarification and explanation.
20%
(Presentation &
Team project on Persona Design, Requirements Analysis
Links of all
and Website Designing for one club in the college or own Creations)
business or any NGO requiring website creation services

Team project is a major assignment in this course as it evaluates

team-work and team leadership as well, in addition to
innovative thinking in designing digital marketing websites.
The project is required to be completed by a team of 5 – 6
students, with one of them acting as group leader. Each team
will represent a ‘consulting organization’ which is bidding for a
Website Requirement and Social Media Marketing project.
Students would design and create a base level website. Use free
and paid methods to promote your business online through the
website (use Facebook and Google Adwords). We would also
like to see your FB page, Twitter Handle, You tube channel and
Blog around your business giving the same feel, you start
anywhere.

The project requires each team to work on and present:

1. Identification of various categories of website users and

their persona development
2. Identifying involvement of these users in various marketing
activities carried out by the website
3. Designing journey maps for various categories of users in
order to optimize their ‘interaction experience’
4. Perform Audience Modeling, Conceptual Design, and
Implementation Design for the website
5. Present all the above in a 10 slides and a working website,
FB page, twitter handle, you tube channel, and Blog.

Students have to share the link of their website with faculty

and with peers to ensure transparency in its functioning.

Group Project Milestones Mapping

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 Milestones Activities
Website to become
7th Session
operational
Marketing on the internet to
build traffic for website to be
10th Session
done.

Students to be ready with ppt

prepared along the lines
mentioned in the course
23-24th Sessions outline and demonstrate their
websites in front of a panel of
faculty and practitioners from
industry

Project Presentation: Each group would be required to give a

presentation on the project on the date and time allotted to them.
The Students will be evaluated on the basis of their
understanding of the work done and their level of involvement
in the group project.

5.End-term This will be a combination of cases; application based

examination situational questions and conceptual questions 40%

7. Books and Resources

Text Book

The Ultimate Web Marketing Guide, Michael Miller, Pearson, 2012 (Text)

References

1. Ref Text 1: B2B Digital Marketing, Michael Miller, Pearson, 2015, Pearson
2. Ref Text 2: Internet Marketing, Chaffey, Ellis-Chadwick, Johnston, Mayer, 3rd Edition
3. Ref Text 3: Digital Marketing, Vandana Ahuja, Oxford, 2015
4. Ref. Text 4: The Art of Digital Marketing, Ian Dodson, Wiley, 2017
5. Ref. Text 5: Understanding Digital Marketing, Damiyan Ryan, Kogan Page, 3rd Edition,
2014

Internet Resources
1. www. imanetwork.org: provides a knowledge-sharing platform for internet marketing
professionals
2. www. Clickz.com: helps in creating successful Internet marketing campaigns
3. http://www.cio.com/article/3043043/marketing/why-snapchat-is-the-next-big-thing-
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 in-digital-marketing.html
4. http://techcrunch.com/2016/04/12/everything-the-tech-world-says-about-marketing-is-
wrong/
5. http://www.autonews.com/article/20160219/RETAIL03/160219840/ram-beefs-up-
commercial-van-digital-marketing
6. http://www.economist.com/news/business/21662543-people-spend-more-time-social-
media-advertisers-are-following-them-brand-new-game
7. https://www.memphisdailynews.com/news/2016/jan/27/the-death-of-digital-
marketing/

8. Session Plan
Session Topic Required /readings / Session Learning
cases Outcomes

Module I: Introduction to Digital Marketing

1. -Discussion of Course Outline Text Pp-17-26 L01. Describe the
approach, benefits and
-Discussion on Course Visit the site: differences posed by
Expectations http://www.economis digital versus traditional
t.com/news/business/ marketing
-Discussion of Assessments 21662543-people-
spend-more-time-
-Digital Marketing Overview social-media-
advertisers-are-
following-them-
brand-new-game

2. -Differentiating digital from Ref 3 Text DM-V. L01. Describe the

traditional marketing
-Digital Marketing Mix
-Online consumer behavior
Ahuja. Ch 2 & 3 approach, benefits and
differences posed by
digital versus traditional
marketing

Module II: Building Blocks of a Website

3 -Designing an Effective Text Ch 7 Pp 75-93 LO2 - Analyze the

Website application of digital
Familiarize with marketing activities for
-Creating your website WIX (free to business
download online
-Content creation, navigation, tool)
creative

4 Lab Session - Familiarize with LO3 - Apply digital

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 Session Topic Required /readings / Session Learning
cases Outcomes

-Building an effective website WIX (free to marketing activation

download online techniques
-How to make a website on a tool) L04. Create an effective
low budget digital marketing
campaign
5 Guest Session- Class interaction with L02 Analyze the
Website creation to industry guest application of digital
deployment marketing activities for
business
L03. Apply digital
marketing activation
techniques
Module III: and Search Engine Optimization (SEO)
6 -SEO overview and brief Text Ch 11 L02. Analyze the
history application of digital
marketing activities for
-How SEO works – on page business
and off page optimization
7 Lab Session - Text Ch 12 L03 Apply digital
marketing activation
-How to implement SEO for techniques
websites
Module IV: Search Engine Marketing (SEM)
8 -SEM overview, Text Ch 10 L02 Analyze the
- Pay per click (PPC) application of digital
- Google Adwords . marketing activities for
business

9 Lab Session - Text Ch 15 L03. Apply digital

marketing activation
-PPC campaign strategy and techniques
bidding strategy
10 Lab Session - Text Ch 16,17 L03. Apply digital
marketing activation
- Display Advertising techniques
- Tracking ad
performances
Module V: Social Media Marketing (SMM)
11 -Purpose and benefits of Text: Ch 26, 28 L02. Analyze the
Social Media Marketing application of digital
(SMM) Reading marketing activities for
http://www.socialme business
diaexaminer.com/6-
tips-to-improve-
-Facebook and Twitter facebook-posts/
Marketing Strategy
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 Session Topic Required /readings / Session Learning
cases Outcomes

Campaign caselets :
Latest Facebook
campaign
12 Lab Session - Text: Ch 28
L03. Apply digital
marketing activation
-Facebook and Twitter http://www.socialme techniques
Marketing Strategy diaexaminer.com/16-
Implementation twitter-tools-for-
social-media-
marketers/

Campaign caselets:
Latest Twitter
Campaign
13 Lab Session - http://www.socialme L02. Analyze the
diaexaminer.com/9- application of digital
-Linkedin Marketing Strategy linkedin-marketing- marketing activities for
tips/ business
L03. Apply digital
Campaign caselets - marketing activation
Red Bull Stratos – techniques
Dave Baumgartner You
Tube success story;

14 Lab Session - Ref. Text 4 - pp 222- L02. Analyze the

224 application of digital
-YouTube Marketing Strategy marketing activities for
business
L03. Apply digital
marketing activation
techniques
15 Lab Session – Ref. Text 4 – pp 224- L02. Analyze the
228 application of digital
-Instagram, Pinterest http://www.socialme marketing activities for
Marketing Strategy diaexaminer.com/21- business
social-media- L03. Apply digital
marketing-tips-from- marketing activation
the-pros/ techniques

Campaign caselets-
Ambi Pur brand
promotion using
Blogger Forum

Module VI: Module 6: Content Marketing and Digital Marketing Activation

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 Session Topic Required /readings / Session Learning
cases Outcomes

16 -Email marketing Text Ch 18-21 L02. Analyze the

application of digital
marketing activities for
business
L03. Apply digital
marketing activation
techniques
17 Lab Session - Blog Marketing Text Ch 22,23 L02. Analyze the
application of digital
marketing activities for
business
L03. Apply digital
marketing activation
techniques
18 Lab Session – Text Ch 9 L02. Analyze the
application of digital
-Web Analytics marketing activities for
business
19 Lab Session – Text Ch 14 pp. 198- L02. Analyze the
200. application of digital
-Affiliate Marketing marketing activities for
business
20 Guest Session: Reading L01.Describe the
- Security & Legal http://www.wikihow. approach,
Issues; com/Integrate-a- benefits and differences
- Payment Gateway Payment-Gateway- posed by digital versus
Into-a-Website traditional marketing

Module VI: Mobile Marketing and Content Marketing

21 Implications and scope of Text: Ch 38-42 L02. Analyze the
mobile marketing application of digital
Two cases to be marketing activities for
-App monetization and App optimized for business
store strategy classroom:
-Cost per installation (CPI) http://www.momento
networks logy.com/6124-
mobile-marketing-
case-studies-
hindustan-unilever-
sony-electronics/
Reading:
http://www.mobyaffil
iates.com/blog/a-
guide-to-cost-per-
install-cpi-affiliate-
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 Session Topic Required /readings / Session Learning
cases Outcomes

networks/
22 Content Marketing Ref. Text 5 : Chapter L02. Analyze the
Wrapping up 11 pp.298-326 application of digital
marketing activities for
business
23 Project Presentations Group Project L04. Create an effective
Presentations digital marketing
campaign

24 Project Presentations Group Project L04. Create an effective

Presentations digital marketing
campaign

9. Contact Details
Name of Faculty
Office Location:
Telephone:
Email:
Teaching Venue:
Website:
Office Hours:
Online Links (Link to Blackboard etc.):

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