MKTM805:SOCIAL MEDIA MARKETING

Course Outcomes: Through this course students should be able to

CO1 :: understand how to remarket to people who have visited your website even if they did not
make a purchase

CO2 :: understand how to craft, implement, measure, and optimize a winning social media
marketing strategy

CO3 :: discover how to promote brands, increase sales, engage customers, and drive site traffic
using Facebook and Twitter
CO4 :: understand learn how to build an effective brand on LinkedIn

CO5 :: use Google Analytics, which is the industry standard for web analytics, can help you find
out how your website is performing

Unit I
Social media landscape and campaigns : social media landscape- platforms, audiences and
content, functioning, leveraging for business, social media ad campaigns- strategy, planning and
execution
Unit II
AB testing and analytics : AB- AB testing ads, copy, web pages, digital analytics- web, social and
campaign analytics
Unit III
Creating and optimizing social media campaigns : five key concepts for creating social
campaigns setting up Facebook and Instagram campaign using business manager, setting up Twitter
campaign using ads manager, setting up LinkedIn campaign manager, setting up Snapchat campaign
using ad manager, Conversion Tracking, Facebook Pixel benefits and setup process.
Unit IV
Developing data driven audience and campaign Insights using social media tools : analysing
and reporting using social media tools, deriving insights from Facebook, Twitter, LinkedIn, Instagram,
Snapchat
Unit V
Creating display and video campaigns : display campaign creation, display ad creation, linking
YouTube with Google ads, video campaign creation, video ad
Unit VI
Key social media platforms for digital marketing : social media marketing concepts, buyer’s
journey and social media marketing, key social media platforms

Text Books:
1. THE ART OF DIGITAL MARKETING: THE DEFINITIVE GUIDE TO CREATING STRATEGIC,
TARGETED AND MEASURABLE ONLINE CAMPAIGNS by IAN DODSON, WILEY
2. FUNDAMENTALS OF DIGITAL MARKETING by PUNEET SINGH BHATIA, PEARSON

References:
1. DIGITAL MARKETING by SEEMA GUPTA, MC GRAW HILL

Session 2021-22 Page:1/1