Page 51 - REC :: MBA CURRICULUM AND SYLLABUS :: R2019

Subject Code Subject Name (Theory course) Category L T P C
BA19P06 Digital And Social Media Marketing FE 3 0 0 3

Objectives:This course aims to impart an in-depth perspective into Internet Marketing, and prepare students for its
fast-paced world. The approach of the course is to place it in the context of fundamental marketing concepts, and to
delve in detail into the specifics of what constitutes marketing on the Internet.

UNIT-I Digital Marketing - Technology behind digital marketing - Evolution of digital marketing- Digital 9
Marketing Strategy-10Ps of digital marketing-Digital consumer life cycle- Phases & stages of
customer experience funnel-Choosing web designer / developer- Trust in Internet Marketing-
Ethical and Legal Issues- Future of digital marketing.

UNIT-II Search Engine Optimization-Online Advertising- Reviving a Mature Brand through Interactive 9
Online Marketing - Pay-Per-Click Marketing - Email Marketing – Blogging- Podcasting, -. Social
and Business Networking - Product Opinion Sites- Mobile marketing-Mobile gaming-Mobile
applications.

UNIT-III Affiliate Marketing and Syndication on the Internet - How to Acquire Customers on the Web 9
Traditional Offline Businesses in the Online - Traditional Offline Businesses in the Online The
Digital Distribution Challenge - . The technology behind Internet Marketing- Common Snares in
Online Marketing Running an Internet Marketing Services - Measuring Internet Marketing
Effectiveness: Metrics and Website Analytics.

UNIT-IV Social media marketing-social media strategy & customer engagement-Affiliate marketing & 9
strategic partnerships- Identify social media channels that are relevant to business.- Success
criteria for various online campaigns.- Social listening: Use social platforms including Face book,
Twitter, YouTube to gain insights- - Twitter handle to understand a prospective or present
customer – Role of LinkedIn in social media.

UNIT-V Content marketing- Content Marketing for social engagement –Influencer marketing- Social 9
selling- Building a campaign using Google AdWords – Social media for customer service,
support and delight-Digital Ads- Analyzing the response and optimizing the campaign-
Performance marketing- Understanding Facebook and Google analytics- Setting up a Facebook
and Instagram AD campaign.

Total Contact Hours : 45

Course Outcomes:
 Understand the evolution and technology behind digital marketing.
 Understand the concepts of Search Engine Optimization and online Advertising.
 To provide insights to students on internet marketing services.
 To develop the awareness and use of on social platforms to gain insights.
 To understand how the marketer successfully leverage content to connect with the target audience.

Text Book (s):
1 Social Media Marketing and Branding, The Micro MBA, AnkitSrivastava, BPB Publications, 1ed, 2019.
2 Understanding Digital marketing, Danian Ryan, Kogan Page 4 ed , 2017.
3 Applications of Digital Marketing for Success in Businss, Abhishek Das, BPB Publications.

Reference Books(s) / Web links:
1 Digital Marketing: Cases from India, RajendraNargundkar&RomiSainy, Notion Press 1 ed , 2018.
2 Fundamentals of Digital Marketing, Puneet Singh Bhatia, Pearson ,2018.

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