‭COURSE STRUCTURE‬

‭ ourse Code‬
C ‭ BA1PM02A‬
B
‭Course Category‬ ‭Program Major‬
‭Course Title‬ ‭Digital Marketing‬
‭Teaching Scheme‬ ‭Lectures‬ ‭Tutorials‬ ‭Laboratory‬ ‭Project‬ ‭Total‬
‭/ Practical‬
‭ eekly load hours‬
W ‭2‬ ‭2‬
‭Credits‬ ‭2‬ ‭2‬
‭Assessment Schema Code‬ ‭TT1‬
‭Pre-requisites‬‭:‬
‭●‬ ‭A fundamental understanding of marketing fundamentals is advantageous for this course.‬
‭●‬ ‭Prior knowledge of branding concepts and principles would be beneficial.‬
‭●‬ ‭Familiarity with digital marketing channels and platforms, including social media and online‬
‭advertising, is also recommended.‬
‭Course Objectives‬‭:‬
‭1.‬ ‭Knowledge:‬
‭●‬ ‭Gain‬‭a‬‭comprehensive‬‭understanding‬‭of‬‭digital‬‭marketing‬‭and‬‭its‬‭transformational‬‭impact‬‭on‬
‭traditional marketing approaches.‬
‭●‬ ‭Acquire‬ ‭knowledge‬ ‭of‬ ‭digital‬ ‭marketing‬ ‭goals,‬ ‭strategies,‬ ‭and‬ ‭the‬ ‭various‬ ‭components‬
‭involved in developing and managing a successful digital marketing strategy.‬
‭●‬ ‭Develop‬ ‭an‬ ‭understanding‬ ‭of‬ ‭digital‬ ‭marketing‬ ‭audiences,‬ ‭buyer‬ ‭behavior,‬ ‭digital‬ ‭devices,‬
‭platforms, media, data, and technology.‬
‭2. Skills:‬
‭●‬ ‭Develop‬ ‭the‬ ‭skills‬ ‭necessary‬ ‭to‬ ‭formulate‬ ‭and‬ ‭structure‬ ‭an‬ ‭effective‬ ‭digital‬ ‭marketing‬

‭Associate‬ ‭Dean‬ ‭Dean‬

‭HoS /Program‬ ‭Registrar‬
‭Dean‬ ‭ cademics‬
A
‭Director‬ ‭ ITWPU‬
M
‭Academics‬ ‭MITWPU‬
 ‭strategy, including conducting situation and competitor analysis.‬
‭●‬ A ‭ cquire‬ ‭the‬ ‭ability‬ ‭to‬ ‭set‬ ‭appropriate‬ ‭goals‬ ‭and‬ ‭objectives‬ ‭for‬ ‭digital‬‭marketing‬‭initiatives,‬
‭and to assess different digital initiatives, including marketing technology.‬
‭●‬ ‭Develop‬ ‭skills‬ ‭in‬ ‭digital‬ ‭branding‬ ‭and‬ ‭utilizing‬ ‭the‬ ‭marketing‬ ‭mix‬ ‭in‬ ‭a‬ ‭digital‬ ‭marketing‬
‭context,‬ ‭including‬ ‭product,‬ ‭price,‬ ‭place,‬ ‭promotion,‬ ‭social‬ ‭media,‬ ‭people,‬ ‭process,‬ ‭and‬
‭physical evidence.‬
‭3. Attitude:‬
‭●‬ ‭Foster‬ ‭a‬ ‭proactive‬ ‭and‬ ‭innovative‬ ‭mindset‬ ‭towards‬ ‭digital‬ ‭marketing,‬ ‭recognizing‬ ‭its‬
‭importance in today's business landscape.‬
‭●‬ ‭Cultivate‬ ‭a‬ ‭strategic‬ ‭and‬ ‭analytical‬ ‭approach‬ ‭to‬ ‭digital‬ ‭marketing‬ ‭decision-making,‬
‭emphasizing the need for continuous adaptation and improvement.‬
‭Develop‬ ‭a‬ ‭customer-centric‬ ‭attitude,‬ ‭understanding‬ ‭the‬ ‭importance‬ ‭of‬ ‭delivering‬ ‭value‬ ‭and‬
‭engaging with audiences in the digital space.‬

‭ ourse Outcomes‬‭:‬
C
‭1‬ ‭Students‬ ‭will‬ ‭be‬ ‭able‬ ‭to‬ ‭explain‬ ‭how‬ ‭digital‬ ‭marketing‬ ‭has‬ ‭revolutionized‬ ‭the‬ ‭field‬ ‭of‬ ‭marketing,‬
‭including its impact on consumer behavior, communication channels, and business strategies.‬
‭2‬ ‭Students‬ ‭will‬ ‭learn‬ ‭the‬ ‭key‬ ‭components‬ ‭of‬ ‭a‬ ‭digital‬ ‭marketing‬ ‭strategy,‬ ‭including‬ ‭goal‬ ‭setting,‬
‭audience‬ ‭targeting,‬ ‭and‬ ‭channel‬ ‭selection.‬ ‭They‬ ‭will‬ ‭be‬ ‭able‬ ‭to‬ ‭formulate‬ ‭comprehensive‬ ‭strategies‬
‭that align with business objectives and address challenges specific to the digital marketing landscape.‬
‭3‬ ‭Students‬ ‭will‬ ‭gain‬ ‭proficiency‬ ‭in‬ ‭leveraging‬ ‭digital‬ ‭data‬ ‭and‬ ‭technology‬ ‭to‬ ‭enhance‬ ‭marketing‬
‭effectiveness.‬ ‭They‬ ‭will‬ ‭learn‬ ‭how‬ ‭to‬ ‭evaluate‬ ‭and‬ ‭interpret‬ ‭data‬ ‭analytics,‬ ‭identify‬ ‭relevant‬ ‭digital‬
‭marketing technologies, and assess their potential impact on marketing campaigns.‬

‭ ‬ ‭Students‬ ‭will‬‭explore‬‭the‬‭concept‬‭of‬‭digital‬‭branding‬‭and‬‭its‬‭significance‬‭in‬‭the‬‭digital‬‭marketing‬
4
‭context.‬ ‭They‬‭will‬‭examine‬‭how‬‭the‬‭marketing‬‭mix‬‭elements‬‭(product,‬‭price,‬‭place,‬‭promotion)‬‭are‬
‭adapted‬ ‭and‬ ‭implemented‬ ‭in‬ ‭the‬ ‭digital‬ ‭realm,‬ ‭including‬ ‭the‬ ‭use‬ ‭of‬ ‭social‬ ‭media‬ ‭and‬ ‭other‬‭digital‬
‭channels.‬ ‭Students‬ ‭will‬ ‭also‬ ‭gain‬ ‭insights‬ ‭into‬ ‭the‬ ‭importance‬ ‭of‬ ‭people,‬ ‭process,‬ ‭and‬ ‭physical‬
‭evidence in the digital marketing landscape‬

‭Associate‬ ‭Dean‬ ‭Dean‬

‭HoS /Program‬ ‭Registrar‬
‭Dean‬ ‭ cademics‬
A
‭Director‬ ‭ ITWPU‬
M
‭Academics‬ ‭MITWPU‬
‭.‬

‭Course Contents‬‭:‬
‭Unit 1: Introducing Digital Marketing (10 Lectures):‬
‭●‬ ‭Introduction‬‭(How‬‭has‬‭digital‬‭marketing‬‭transformed‬‭marketing?),Digital‬‭marketing‬‭goals‬‭and‬
‭strategy‬
‭●‬ ‭Introduction to digital marketing strategy, Business and revenue models‬
‭●‬ ‭Challenges in developing and managing digital marketing strategy‬
‭●‬ ‭Digital marketing audiences and buyer behavior, Digital devices and digital platforms‬
‭●‬ ‭Digital media, Digital data, and Digital marketing technology‬

‭Unit 2: Digital Marketing Strategy (10 Lectures):‬

‭●‬ ‭What‬ ‭is‬ ‭a‬ ‭digital‬ ‭marketing‬ ‭strategy?‬ ‭Why‬ ‭are‬ ‭a‬ ‭digital‬ ‭marketing‬ ‭strategy‬ ‭and‬ ‭digital‬
‭transformation needed?‬
‭●‬ ‭How to structure a digital marketing strategy?, Situation analysis, Competitor analysis‬
‭●‬ ‭Setting goals and objectives for digital marketing, Strategy formulation for digital marketing‬
‭●‬ ‭Organizational issues of strategy implementation‬
‭●‬ ‭Assessing different digital initiatives including marketing technology‬

‭Unit 3: Digital Branding and The Marketing Mix (10 Lectures):‬

‭●‬ ‭What is the marketing mix? Digital branding, Product in a digital marketing context,‬
‭●‬ ‭Price in a digital marketing context, Place, channels ,and distribution in a digital marketing‬
‭context,‬
‭●‬ ‭Promotion, and social media in a digital marketing context,‬
‭●‬ ‭People, process, and physical evidence in a digital marketing context‬

‭Laboratory Exercises / Practical:‬

‭Associate‬ ‭Dean‬ ‭Dean‬

‭HoS /Program‬ ‭Registrar‬
‭Dean‬ ‭ cademics‬
A
‭Director‬ ‭ ITWPU‬
M
‭Academics‬ ‭MITWPU‬
‭NA‬

‭Learning‬‭Resources‬‭:‬

‭ eference Books:‬
R
‭Chaffey, D. & Ellis-Chadwick, F. (2022). Digital Marketing – Strategy, Implementation, and Practice.‬
‭8th ed. Pearson Education Limited.‬

‭Web Resources:‬

‭ oogle‬ ‭Digital‬ ‭Garage:‬ ‭Google‬ ‭Digital‬ ‭Garage‬ ‭offers‬ ‭a‬ ‭wide‬ ‭range‬ ‭of‬ ‭free‬ ‭courses‬ ‭on‬ ‭digital‬
G
‭marketing.‬ ‭It‬ ‭covers‬ ‭various‬ ‭topics‬ ‭related‬ ‭to‬ ‭digital‬ ‭marketing‬ ‭strategy,‬ ‭audience‬ ‭behavior,‬ ‭digital‬
‭media, and more. Visit their website at https://learndigital.withgoogle.com/digitalgarage.‬
‭HubSpot‬‭Academy:‬‭HubSpot‬‭Academy‬‭provides‬‭free‬‭online‬‭courses‬‭on‬‭digital‬‭marketing.‬‭They‬‭offer‬
‭comprehensive‬ ‭lessons‬ ‭on‬ ‭digital‬ ‭marketing‬ ‭strategy,‬ ‭inbound‬ ‭marketing,‬ ‭branding,‬ ‭social‬ ‭media‬
‭marketing, and more. Access their resources at https://academy.hubspot.com.‬
‭Moz:‬ ‭Moz‬ ‭is‬ ‭a‬ ‭reputable‬ ‭website‬ ‭that‬ ‭offers‬ ‭resources‬ ‭and‬ ‭guides‬ ‭on‬‭digital‬‭marketing.‬‭They‬‭cover‬
‭topics‬ ‭like‬ ‭SEO‬‭(Search‬‭Engine‬‭Optimization),‬‭content‬‭marketing,‬‭and‬‭online‬‭advertising.‬‭Visit‬‭their‬
‭website at https://moz.com/learn/seo.‬
‭Neil‬‭Patel's‬‭Blog:‬‭Neil‬‭Patel‬‭is‬‭a‬‭well-known‬‭digital‬‭marketer,‬‭and‬‭his‬‭blog‬‭is‬‭a‬‭valuable‬‭resource‬‭for‬
‭digital‬‭marketing‬‭strategies‬‭and‬‭tactics.‬‭He‬‭covers‬‭a‬‭wide‬‭range‬‭of‬‭topics,‬‭including‬‭digital‬‭marketing‬
‭trends,‬ ‭social‬ ‭media‬ ‭marketing,‬ ‭content‬ ‭marketing,‬ ‭and‬ ‭more.‬ ‭Access‬ ‭his‬ ‭blog‬ ‭at‬
‭https://neilpatel.com/blog‬‭.‬
‭Social‬ ‭Media‬ ‭Examiner:‬ ‭Social‬ ‭Media‬ ‭Examiner‬ ‭is‬ ‭a‬ ‭popular‬ ‭platform‬‭that‬‭focuses‬‭on‬‭social‬‭media‬
‭marketing‬‭strategies‬‭and‬‭techniques.‬‭They‬‭provide‬‭articles,‬‭guides,‬‭and‬‭tutorials‬‭on‬‭how‬‭to‬‭effectively‬
‭use‬ ‭social‬ ‭media‬ ‭platforms‬ ‭for‬ ‭marketing‬ ‭purposes.‬ ‭Visit‬ ‭their‬ ‭website‬ ‭at‬
‭https://www.socialmediaexaminer.com.‬

‭Digital‬ ‭Marketing‬ ‭Institute:‬ ‭The‬‭Digital‬‭Marketing‬‭Institute‬‭offers‬‭a‬‭variety‬‭of‬‭courses‬‭and‬‭resources‬

‭Associate‬ ‭Dean‬ ‭Dean‬

‭HoS /Program‬ ‭Registrar‬
‭Dean‬ ‭ cademics‬
A
‭Director‬ ‭ ITWPU‬
M
‭Academics‬ ‭MITWPU‬