SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

MASTER OF BUSINESS ADMINISTRATION

Program: MBA Trimester: VI

Course: Digital Marketing Code:
Teaching Scheme Evaluation Scheme
Classroom Practical/ Tutorials Credit Continuous Term End
Session Group work Evaluation Examination
(TEE)
20 3 60% 40%
Course Rationale:
The course examines digital marketing strategy, social media marketing and website and SEO marketing and
provides a detailed understanding of all digital channels and platforms. Participants will complete the course
with a comprehensive knowledge of and experience with how to develop an integrated digital marketing
strategy. 

Course Objectives:
1. This course gives the students an overall understanding of Digital marketing & also learn how
Online Marketing can aid in choosing, creating, communicating, delivering & sustaining value to the
Brands and Customers

Learning Outcomes:
1. Appreciate marketing transformation due to digital marketing.
2. Understand how digital marketing allows for more effective and efficient marketing
strategy and tactical implementation
3. Demonstrate understanding of various digital media tools & Analyze which tool suits
best with a communication objective
4. Apply relevant tools & concepts from this unit to design a digital marketing strategy
plan for a chosen product

Prerequisite:
 Basic understanding of Marketing and Strategy

Pedagogy:
 Ability to plan, execute and monitor Digital Marketing Campaigns

Textbook:
The books to be referred during the course are:
 eMarketingeXcellence, 4e,Dave Chaffey and PR Smith, Routledge, 2013.

Reference Books:
The books to be referred during the course are:
 E-Marketing,7e, Judy Strauss and Raymond D. Frost, Routledge, 2016.
 Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation, 4e, Damian Ryan, Kogan Page, 2017.

Journals:

1
  Journal of Interactive Marketing

Links to websites:
 Adwords.google.com
 Analytics.google.com
 Similarweb.com
 Mailchimp.com
 Facebook.com
 Dominos Emoji Ordering – Mobile Marketing – Video Case Study

Evaluation Scheme:

 Mid Term Exam

(Google Adwords Fundamentals exam) 20%
 Quiz, Group Exercises & Class Participation 20%
 End Project Presentation 20%
 Term-End Exam 40%
Total 100 %

Session Plan:

Session Topic Learning Pedagogical Textbook

Outcomes Tool Chapters &
Readings
Overview of Digital  Outline the digital Discussion Textbook :
Marketing and its marketing landscape Chapter 1
importance  Discuss the salient
 Digital Marketing distinction between
Channels and Devices digital marketing and
 Difference between the traditional
traditional and digital marketing
marketing
 5S model

Search Marketing Discuss the concept of Class Discussion & Textbook :

 Introduction to Search Search Marketing Lab Work Chapter 2
Marketing
 Online buyer behavior
 Keyword Analysis

Search Marketing Formulate an SEM Lab: Google Textbook :

Execution campaign Adwords Tool Chapter 2
 Aligning campaigns
with buying cycles
 Metrics
 Bidding, Budgeting
Pay Per Click
Strategies
Display Marketing  Formulate an effective Lab: Google Textbook :
 Introduction to online advertising Adwords Tool Chapters 5-6
Display Marketing campaign
 Understand online
advertising, formats,
1

8-9 Mobile Advertising
 Introduction to Mobile
Advertising
 In App advertising
 Customer engagement
through mobile apps
 Hyper local digital
marketing
Mid Term – Google
Adwords Fundamental
Exam
11-13 Email & Website
Marketing
 Basics of email
marketing
 Deliverability Issues
& Permission
marketing
 Acquiring and
segmenting email data
 Testing for continuous
campaign
improvement
 Key approaches and
considerations in viral
marketing campaigns
 Key Metrics
 Search Engine
Optimization
 Website Marketing
 Buying Process
technologies, ad-servers
and media buying
models together with
controls needed to
effectively deliver
results from the display
ad channel
 Discuss the mobile Lab: Google Textbook :
advertising methods Adwords Tool Chapters 5-6
and various revenue
models adopted by
mobile app publishers
 Understand mobile
advertising, formats,
technologies, Mobile
apps to effectively
deliver mobile ads
 Demonstrate the skills Discussion based on Textbook :
to plan, execute, and Mail Chimp and Chapters7
measure email and Similar Web
website marketing websites
campaigns
 Apply email , SEO and
Website in commercial
& marketing context

14-15 Social Media Marketing Demonstrate the choice of Class discussion Textbook :
 Introduction to Social appropriate social media Chapters3
Media elements and their effective
 Elements of Social leverage and measurement
Media
 Monitoring social
media and managing
brand reputation
 Social Media Strategy
Overview
 Developing Customer
strategies for social
media
 Social Media in B2B

1
 and Non Profit
organizations
 Social media metrics

Integrative Case Develop a digital marketing Case: Textbook :

Discussion plan Nike Football: Chapters 3
World Cup 2010
South Africa
#511-060-PDF-ENG
Published 2011
Revised 2013
HBS
17-18 Digital Marketing  Formulate a digital Discussion based on Textbook :
Strategy marketing strategy and “Oreo 100th Chapters 10
 Media planning & campaign across Birthday” Video on
buying channels YouTube
 Channel Spend &  Discuss the techniques
Budgeting of campaign
 Digital Strategy, optimization
Planning Framework
 Attribution across
channels
 Campaign
optimization

19-20 Project Presentations Demonstrate the conception Presentations

, execution and
 Detailed Digital measurement of a Digital
marketing Plan for a Marketing campaign for a
fictitious product product