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Program Name: Introduction to Digital Marketing & SEO Analytics

Digital Marketing

By Dr. Subin Sudhir - Associate Professor (Marketing), Indian Institute of Management, Indore. 

By Dr. SHILPA BAGDARE   |   International Institute of Professional Studies, Devi Ahilya University Indore (IIT Indore)

 

SEO Analytics

By Dr. Tejinderpal Singh   |   Panjab University, Chandigarh

By Dr Yasir Rashid, MIT USA (Corporate Trainer)

 

 

 

Basics of Digital Marketing' 

The course familiarize students with an understanding of how the digital media works and develop the critical insights necessary to succeed in e-commerce and digital and social media marketing. Enrich learner with the essential principles and practices of marketing in the digital economy by making this course, an indispensable part of their knowledge base. Companies that were non-existent a few short years ago, including Facebook, Whatsapp, LinkedIn, and Youtube, have dramatically changed how we interact, communicate and get from point A to B. Even Amazon and Google are relatively “young” by any measure. 

 

This course is also to serve as basic course for learners who wish to further study in the domain of Digital Media. This course is designed in such a manner that it can be opted by students of any stream under Generic Electives of CBCS.

 

Course Summary

Course Name :	Digital Marketing & SEO Analytics
Duration :	24 weeks
Start Date :	26 Jan 2023
Class Schedule	7.30PM – 8.30PM (Sat/Sun)
Exam Date :	25th June 2023
Enrollment Ends :	28 Jan 2023
Category :	Management Studies
Mode of Delivery	Video Lecture (Online/Offline)
Credit Points :	4+4
Level :	Undergraduate
Course Evaluation Body	IIM Indore, IIT Indore, Panjab Engineering College

 

Course Content

 

Learning Objectives 

In the Week 1, Learner will be able to: 

  • Identify impact of digital space and digital marketing in reaching out to customers. 

  • Find out the opportunities for marketers on digital platform. 

  • Use digital media for the creation of products and services.

  • Differentiate factors that influence the consumer 

  • How and What are the different elements that make the consumer so unique?

 

Lecture Topics

W1_L1   Introduction to Marketing

W1_L2   Consumer Behavior

W1_L3   Introduction to Digital Marketing

 

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Learning Objectives 

In the Week 2, Learner will be able to: 

• Identify the importance of Search Engines. 

• Relate Search Engines in digital marketing ecosystem. 

• Outline the methods to do keyword research.

• Differentiate On-Page and Off-Page Optimization. 

• Use the Google Keyword Planner.

 

Lecture Topics

W2_L1   Search Engine Optimization 1

W2_L2   Search Engine Optimization 2

W2_L3   Search Engine Optimization 3

 

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Learning Objectives

In the Week 3, Learner will be able to: 

• Explain the working of Search Engines. 

• Use Search Engine Marketing for advertisements. 

• Outline Search Engine Marketing strategy.

• Illustrate Search Engine Marketing Operation and Auction model.

• Identify the factors influencing Search Engine Marketing.

• Categorize the factors influencing Search Engine Marketing.

• Create a Search Engine Marketing Campaign.

 

Lecture Topics

W3_L1   Search_Engine_Marketing : Part 1

W3_L2   Search_Engine_Marketing : Part 2

W3_L3   Display Advertising

 

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Learning Objectives

In the Week 4, Learner will be able to: 

• How Social Media Marketing is to be used by marketers?

• What kind of opportunities does it provide to marketers? 

• Identify marketers’ use of listening, talking, energizing & supporting.

• How to manage digital assets on Social Media Platforms?  

• Identify the spread of Word of Mouth through social media.

• Use of Social Media Platform like Facebook, Twitter, Youtube & LinkedIn for Marketing.

 

Lecture Topics

W4_L1   Social Media Marketing

W4_L2   Social Media Marketing (Word of Mouth)

W4_L3   Social Media Platforms Part 1

W4_L4   Social Media Platforms Part 2

 

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Learning Objectives

In the Week 5, Learner will be able to: 

• Tell about the reputation of brands on social media.

• Explain about increasing Positive Word of Mouth & decreasing negative Word of Mouth. 

• Identify and resolve crisis situation in online space.  

• How marketers use the mobile space?  

• Differentiate IVR, SMS, Location Data, QR Code & Missed Call. 

• Managing mobile sites and role of mobile apps.

• Understand planning and setup of a Website.

 

Lecture Topics

W5_L1   Online Reputation Management

W5_L2   Mobile Marketing Part 1

W5_L3   Mobile Marketing Part 2

W5_L4   Website Planning & Creation 

 

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Learning Objectives

In the Week 6, Learner will be able to: 

• Define email Marketing.

• Outline email Marketing and strategy to craft email marketing campaign. 

• Creating email data base and CRM Activities. 

• Define eCommerce and Retailing in Online Space. 

• Illustrate advantages of eCommerce Platforms. 

• Differentiate Show-rooming and Web-rooming.

 

Lecture Topics

W6_L1   Email Marketing Part 1

W6_L2   Email Marketing Part 2

W6_L3   Introduction to E Commerce Part 1

W6_L4   Introduction to E Commerce Part 2

 

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Learning Objectives

In the Week 7, Learner will be able to: 

• Define eCommerce Business Process, Business Models

• Interpret eCommerce Shopping Cart Software & Other Factors of eCommerce based business. 

• Identify role of aggregators in eCommerce business. 

• Illustrate the Importance of content in digital space. 

• Recall techniques of Content Marketing, Content types and strategies. 

• List the Core brand principle for Content creation, Content Pillar and A/B Testing of Content.

• Using Influencers to create and promote content

 

Lecture Topics

W7_L1   E-COMMERCE Strategy 1

W7_L2   E-COMMERCE Strategy 2

W7_L3   Content Marketing 

W7_L4   Content Creation Process

W7_L5   Influencer Marketing

 

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Learning Objectives

In the Week 8, Learner will be able to: 

• Illustrate steps of Integrated Marketing Communication.

• Define Digital Marketing Strategy.

• List the Decision Making process of customer. 

• Identifying and creating a strategy for Digital Market place. 

• Define 6M Framework and SMART Strategy.

 

Lecture Topics

W8_L1   Digital Marketing Strategy Part 1

W8_L2   Digital Marketing Strategy Part 2a

W8_L3   Digital Marketing Strategy Part 2b

W8_L4   Digital Marketing Strategy Part 3a

W8_L5   Digital Marketing Strategy Part 3b

 

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Learning Objectives

In the Week 9, Learner will be able to: 

• Relate the Importance of Analytics in digital space. 

• Differentiate elements and sources to capture data in online space. 

• Define types of tracking mechanism. 

• Experiment with Account Structure of Google Analytics.

• Explain Conversion Tracker & Digital Engagement Funnel.

 

Lecture Topics

W9_L1   Digital Analytics & Measurement Part - 1a

W9_L2   Digital Analytics & Measurement Part - 1b

W9_L3   Digital Analytics & Measurement Part - 2a

W9_L4   Digital Analytics & Measurement Part - 2b

 

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Learning Objectives

In the Week 10, Learner will be able to: 

• Define Key Performance Indicators (KPI) related to AdWords and Display Networks.

• Outline the Applications of Sentiment Mining and Textual Analysis. 

• Evaluate the effectiveness of different marketing campaigns in the digital space

• Define return on investment. 

• Analyze different groups of customers.

• Relate Customer portfolio management on digital and social media marketing. 

• Explain Customer using multiple channels, attribution models.

 

Lecture Topics

W10_L1 Digital Analytics & Measurement Part - 3a

W10_L2 Digital Analytics & Measurement Part - 3b

W10_L3 Measuring Campaign Effectiveness : ROI - Return on Investment

W10_L4 Measuring Campaign Effectiveness : CLV - Customer Lifetime Value

W10_L5 Attribution Models

 

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Learning Objectives

In the Week 11, Learner will be able to: 

• Define Strategy Planning.

• Prepare Digital Marketing Plan. 

• Solve Case 1 is about use of Email Marketing

• Solve Case 2 represents use of Digital Space for Marketing Golf Tripz Compnay, 

• Solve Case 3 is about using social media promotion and other digital channels for Golkonda Hotels. 

• Solve Case 4 is about Promotional Campaign of Chennai based Photography Service.  

 

Lecture Topics

W11_L1 Digital Marketing Plan

W11_L2 Case Study 1 : Email Marketing

W11_L3 Case study 2 : Golf Tripz

W11_L4 Case Study 3 : Golkonda Hotels

W11_L5 Case Study 4 : Bhalaje Photography 

 

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Learning Objectives

At the end of Week 12, Learner will be able to: 

• List the Contemporary technologies and application in Digital Space. 

• Appraise concepts and technologies discussed in the Digital Marketing Course

 

Lecture Topics

W12_L1 New Technologies & Advancement in Digital Marketing Part 1

W12_L2 New Technologies & Advancement in Digital Marketing Part 2

W12_L3 Review of Digital Marketing Course Part 1

W12_L4 Review of Digital Marketing Course Part 2

 

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SEO Anayltics

✅ Week 1 

1:Introduction to Digital Marketing and its Significance 
2: Traditional Marketing Vs Digital Marketing
3:Digital Marketing Process

 

✅ Week 2 

4:Website Planning and Development : Types of websites
5:Website Planning and Development : Keywords

 

✅ Week 3 

6:Understanding Domain and Webhosting
7:Building Website/Blog using CMS WordPress
8:Using WordPress Plug-ins

 

✅ Week 4 

9:Introduction to Search Engine Optimization
10:Keyword P lanner Tools
11:On Page SEO Techniques-Indexing and Key Word Placement

 

✅ Week 5

12:On Page SEO Techniques- Content Optimization
13:On Page SEO : Yoast SEO Plug-in
14:Off –Page SEO Techniques

✅ Week 6

15:Email Marketing- Introduction and Significance
16:Designing e-mail marketing campaigns using Mail Chimp

 

✅ Week 7

17:Building E-mail List and Signup Forms
18:Email Marketing Strategy and Monitoring
19:Email –Automization

 

✅ Week 8

20:Pay Per Click Advertising: Introduction
21:Pay Per Click Advertising: Google Adword
22:Type s of Bidding strategies

 

✅ Week 9

23:Designing and Monitoring search campaigns
24:Designin g and Monitoring Display campaigns

 

✅ Week 10

25:Designing and Monitoring Video campaigns
26:Designin g and Monitoring Universal App Campaigns

 

✅ Week 11

27:Google Analytics : Introduction and Significance
28:Google Analytics Interface and Setup
29:Understanding Goals and Conversions

 

✅ Week 12

30:Monitoring Traffic Behavior and preparing Reports
31:Social Media Marketing : Introduction and Significance
32:Facebook Marketing : Introduction Types of Various Ad Formats

 

✅ Week 13

33:Setting up Facebook Advertising Account
34:Under standing Facebook Audience and its Types
35:Designing Facebook Advertising Campaigns

 

✅ Week 14

36:Working with Facebook Pixel
37:Twitter Marketing: Basics
38:Designing Twitter Advertising Campaigns

 

✅ Week 15

39:Introduction to LinkedIn Marketing
40:Developing digital marketing strategy in Integration form

 

Books and references

·        Digital Marketing: Cases from India  by Rajendra Nargundkar and Romi Sainy, Notion Press, Inc

·        Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation by Damian Ryan, Kogan Page Publisher

·        Marketing 4.0: Moving from Traditional to Digital by Philip Kotler, Publisher Wiley

·        Digital Marketing by Seema Gupta, McGraw Hill Education

·        Fundamentals of Digital Marketing by Punit Singh Bhatia,  Pearson

·        The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns by Ian Dodson, Wiley Publisher

Course certificate

30% for in Course Assessment & 70% of End-term Proctored Exam

 

For registration in course or admission please contact +91 78925-30528 / 96202-494946 or write to admin@netaps.in

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