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Institute/Department UNIVERSITY SCHOOL OF Program Master of Business

BUSINESS (USB) Administration-
(HR/Finance/Marketing/
International
Business/Entrepreneurship)
(MB301)
Master Subject Coordinator Vivek Devvrat Singh Master Subject Coordinator E- E13445
Name: Code:
Course Name Digital Marketing Lab Course Code 22BAP-627

Lecture Tutorial Practical Self Study Credit Subject Type

0 0 4 0 2.0 P

Course Type Course Category Mode of Assessment Mode of Delivery

Employability Enhancement Graded (GR) Practical Examination (PRAC) Practical (PRAC)

Course

Mission of the M1: Design a unique competency directed and industry relevant curriculum with outcome oriented teaching learning process
Department facilitated by world class infrastructure.
M2: Enhance students’ cognitive, research, analytical, ethical and behavioral competencies through programs that equip them to
meet global business challenges in the professional world.
M3: Facilitate student centric sound academic environment with co-curricular and extra-curricular activities to groom and develop
future ready business professionals.
M4:Design a transparent evaluation system for objective assessment of the program learning.
M5: Align meaningful interactions with the academia, industry and community to facilitate value driven holistic development of the
students.
M6:Develop ethical and socially responsible entrepreneurial attitude for harnessing the environmental opportunities through
creativity and innovation for a vibrant and sustainable society.

Vision of the To create excellence in business management for nurturing value driven business leaders with analytical and entrepreneurial
Department mindset to foster innovative ideas in order to transform the world and serve the society.

Program Educational Objectives(PEOs)

PEO1 Make significant impact as successful management professionals with a sound business and entrepreneurial acumen leading to a
promising career in the various management domains.
PEO2 Develop the professional competence for astute decision making, organization skills, planning and its efficient implementation,
research, data analysis and interpretation with a solution finding approach.
PEO3 Be known for their team player qualities to handle diversity and the leadership skills to make sound decisions while working with
peers in an inter-disciplinary environment with people of cross-cultural attributes
PEO4 Be adaptable to new technology, innovations and changes in world economy that positively impacts and contributes towards
industry, academia and the community at large.
PEO5 Be responsible citizens with high ethical conduct that will empower the business organizations with high integrity, moral values,
social effectiveness and legal business intelligence

Program OutComes(POs)
PO1 Apply knowledge of management theories and practices to solve business problems

PO2 Foster Analytical and critical thinking abilities for data-based decision making.

PO3 Ability to develop Value based Leadership ability among the students

PO4 Ability to understand, analyze and communicate global, economic, legal, and ethical aspects of business.

PO5 Ability to lead themselves and others in the achievement of organizational goals, contributing effectively to a team environment.

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PO6 Ability to develop innovative and entrepreneurial mindset among the students

Text Books
Sr No Title of the Book Author Name Volume/Edition Publish Hours Years
1 Applications of Digital Marketing Abhishek Das 1st BPB Publishing 2018
for Success in Business
2 Digital Marketing Seema Gupta 2nd McGraw Hill 2020

Reference Books
Sr No Title of the Book Author Name Volume/Edition Publish Hours Years
1 Fundamentals of Digital Marketing Puneet Bhatia 2nd Pearson 2019

2 Digital Marketing For Dummies Ryan Deiss, Russ Henneberry 1st Wiley India 2017

Course OutCome
SrNo OutCome
CO1 To understand the digital marketing campaign tools and its use
CO2 To analyze relative importance of digital marketing tools and optimize digital marketing campaign
CO3 To apply digital marketing tools in order to improve websites performance and effectiveness of digital
campaigns
CO4 To evaluate the performance of different digital marketing campaigns in conjunction with overall
marketing plans
CO5 To design web store and various digital promotional campaign for business

Lecture Plan Preview-Practical

Mapped with CO
Unit No ExperimentNo Experiment Name Text/ Reference Books Pedagogical Tool**
Numer(s)
1 1 Web Analytics: ,T-Applications of Digital Market,T-Digital Simulation Practical CO1,CO2
Applications of Web Marketing,R-Digital Marketing For
Analytics to As Dummies,R-Fundamentals of Digital
Market
1 2 Website Creation: ,T-Digital Marketing,R-Fundamentals of Simulation Practical CO5
Designing Web Store Digital Market
for Business
1 3 Search Engine ,T-Applications of Digital Market,T-Digital Infographics CO2
Optimization: Identify Marketing,R-Digital Marketing For Practical,Simulation
Keyword and O Dummies Practical
1 4 Search Engine ,T-Applications of Digital Market,T-Digital Simulation Practical CO3,CO4
Marketing: Running Marketing,R-Fundamentals of Digital
search campaign o Market
2 5 Promotional Graphics ,T-Applications of Digital Market,T-Digital Infographics CO5
Designs: Graphic Marketing,R-Digital Marketing For Practical,Simulation
Designs for Dummies,R-Fundamentals of Digital Practical
Market
2 6 Social Media ,T-Applications of Digital Market,T-Digital Infographics CO3,CO4,CO5
Marketing-Facebook: Marketing,R-Digital Marketing For Practical,Simulation
Facebook Ads and Dummies,R-Fundamentals of Digital Practical
Market
2 7 Social Media ,T-Applications of Digital Market,T-Digital Infographics CO2,CO3,CO4
Marketing-Instagram: Marketing,R-Digital Marketing For Practical,Simulation
Instagram Market Dummies,R-Fundamentals of Digital Practical
Market

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2 8 Twitter Campaigning: ,T-Applications of Digital Market,T-Digital Simulation Practical CO3,CO5

Creating and Marketing,R-Digital Marketing For
Conducting Twitt Dummies,R-Fundamentals of Digital
Market
2 9 YouTube Marketing: ,T-Applications of Digital Market,T-Digital Simulation Practical CO3,CO5
Creating YouTube Marketing,R-Digital Marketing For
Channel and Yo Dummies,R-Fundamentals of Digital
Market
3 10 Web Analytics: Digital ,T-Applications of Digital Market,T-Digital Simulation Practical CO2,CO3,CO4,CO
Marketing Final Marketing,R-Digital Marketing For 5
Analysis an Dummies,R-Fundamentals of Digital
Market

Assessment Model
Sr No Assessment Name Exam Name Max Marks
1 20PRAC01 External Viva / Voce 40
2 20PRAC01 Experiment-1 30
3 20PRAC01 Experiment-2 30
4 20PRAC01 Experiment-3 30
5 20PRAC01 Experiment-4 30
6 20PRAC01 Experiment-5 30
7 20PRAC01 Experiment-6 30
8 20PRAC01 Experiment-7 30
9 20PRAC01 Experiment-8 30
10 20PRAC01 Experiment-9 30
11 20PRAC01 Experiment-10 30
12 20PRAC01 Mid-Term Test 20

CO vs PO/PSO PO1 PO2 PO3 PO4 PO5 PO6

CO1 1 NA NA NA NA NA

CO2 NA 2 NA 2 NA NA

CO3 NA 2 NA 2 NA NA

CO4 NA 2 NA 2 NA NA

CO5 NA NA NA NA NA 3

Target 1 2 NA 2 NA 3

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