Course Code: OMC452

Course Title: Digital Marketing

Lecture 0: Introduction
Course Leaders

Dr. H.S.Srivatsa and Mrs Shilpa

Professor and Asst.Professor
Faculty of Management and Commerce
Email: srivatsa.ms.mc@msruas.ac.in
Shilparg.ms.mc@msruas.ac.in

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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 Objectives
The objectives of the course are:
1. To impart knowledge and understanding on Contemporary Management
2. To design operations model for a stated business activity
3. To optimise the operations model through simulations and validations
4. To plan and allocate financial, physical and human resources for execution of operations/
project
5. To interpret financial statements and develop strategies for enhanced operational
performance
6. To provide a general perspective and opportunities for a career in business.
7. To build, train and manage competent teams to execute operations
8. To encourage students in teamwork, lifelong learning , continuous improvement and
Learning
The Module is being delivered to meet the highlighted objective of the course to meet the
course aim.

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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 Course Aim and Summary

• Course aims to enable students to create digital marketing strategy

for a firm/ organization/ individual business and gives the students
an opportunity to develop the required skills
• Students are taught the process of implementing specific digital
marketing tactics resulting in skill building and development.

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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 Intended Learning Outcomes

1 Discuss the Digital Marketing Strategy

2 Apply SEO improvement plan for a business

3 Implement Pay Per click advertisement plan for a business

4 Apply appropriate Social media marketing Initiative for a business

5 Design a marketing friendly website for a business

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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 Course Contents
Indicative Contents

Introduction to Digital Marketing Strategy:

Online Vs Traditional Marketing, Changing Online Marketing
Landscape, Customer Purchase Funnel, Introduction to digital
marketing tactics – Search Engine Optimisation (SEO) , Pay Per Click,
Per mille and per conversion advertisements, Mobile marketing,
Website for marketing, Emails for marketing, Social Media Marketing,
Measuring Return on Investment for the tactics used
Search Engine Optimisation - SEO:
Introduction to working of search Engine, importance of need to stay
on top in online search, Keyword generation tactics, SEO – White hat
and Black hat practices, On Page SEO and Off Page SEO Strategy,

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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 Course Content (Continued)
Paid Advertisements
Creating campaigns, Pay Per Click, Pay per mille and Pay per
conversion, banner advertisements – for multiple devices including
mobile devices, Bidding strategies
Website for Marketing:
Design of website for marketing, Wire framing of website for design
Email Marketing:
Importance of Emails in Digital Marketing, email lists, Opt – ins,
elements of a good email campaign, Return on Investments on Email
campaign
Mobile Marketing: Essentials of Mobile Marketing

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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 Social Media Marketing
Competitor Analysis, Media Strategy, Content Strategy, Marketing
using Facebook, Introduction to twitter, Linkedin, Pinterest, Instagram

Legal and Ethical Issues of Digital Marketing

Legal and ethical aspects governing digital marketing

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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 Method of Assessment
Component ‐ 1: 50% weight
• It has two sub components
Part A: Term Test: 25 Marks
Part B: Assignment: 25 Marks
• One test will be conducted one at the end of 6th week. Student is required to
submit one word processed assignment at the end of 14th week.

Component ‐ 2: 50% weight

• A two hour duration semester end examination will be conducted for maximum
marks of 50.
• The assessment questions are set to test the learning outcomes. In each
component certain learning outcomes are assessed.
• Both components will be moderated by a second examiner.

 
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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 Method of Assessment
    Type of Assessment

No. Intended Learning Outcome Component-I Component-II

  (Examination)
Term Test Assignment

1 X   X
Discuss the Digital Marketing Strategy
2 Apply SEO improvement plan for a X  X X
business
3 Implement Pay Per click advertisement   X
plan for a business
4 Apply appropriate Social media marketing   X X
Initiative for a business
5 Design a marketing friendly website for a   X
business

A student is required to score a minimum of 40% in both component 1 and

component 2 put together. (It is mandatory to appear for the Semester End
Examination.)
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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 References
Essential Reading

Urban Glen L (2004) , Digital Marketing Strategy – Text and cases, Pearson Prentice Hall

Recommended Reading

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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 References
Magazines and Journals
• Harvard Business Review

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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 References

Websites
https://neilpatel.com/
www.emarketeer.com
http://www.seobook.com/
www.mashable.com
https://techcrunch.com/

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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 Schedules

Teaching and Learning : 16th Jan to 18th April 2020

Lab Examination : Not applicable
Written Examination : 11th July 2020
Assignment Submission :
Results Announcement : TBA

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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences
 Course Delivery Schedule
Session Date Time Day Topic Delivered By
No.

1 16/01/2020 9.30 am to 1.00 pm Friday Introduction to Digital Marketing Dr HSS

2 23/01/2020 9.30 am to 1.00 pm Friday Search Engine Optimisation Dr HSS

3 30/01/2020 9.30 am to 1.00 pm Friday Search Engine Optimisation (cont’d) Dr HSS

4 06/02/2020 9.30 am to 1.00 pm Friday Paid Advertisements and Banner advertisements Dr HSS

5 13/02/2020 9.30 am to 1.00 pm Friday Website for Marketing Ms Shilpa R G

6 20/02/2020 9.30 am to 1.00 pm Friday Email Marketing and Mobile Marketing Ms Shilpa R G

7 27/02/2020 9.30 am to 1.00 pm Friday Mobile Marketing Ms Shilpa R G

8 05/03/2020 9.30 am to 1.00 pm Friday Social Media Marketing – Media Strategy Ms Shilpa R G

9 12/03/2020 9.30 am to 1.00 pm Friday Social Media Marketing – Content Strategy Ms Shilpa R G

10 19/03/2020 9.30 am to 1.00 pm Friday Legal and ethical Issues in Digital Marketing Ms Shilpa R G
Presentations of running project

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Faculty of Management and Commerce ©Ramaiah University of Applied Sciences