Course Name:: Digital Marketing

PGDM : 2020-2022
Trimester-IV
Course Name : Digital Marketing

Instructor
2.5 Teaching Hours 25
Name Krishna Akalamkam Credits
Mapping with PILO:
PILO(2A): Understand the problem by identifying the sources
PILO(2B): Propose possible solutions to the problem
Course Learning Goals (CILOs)

• Upon completion of this course the student would develop an understanding about the
power of internet and other digital technologies and their impact on marketing practice.
The course would enable the students to develop the ability to use various digital
technologies in marketing strategy and tactical marketing for serving customers profitably.
Course Intended Learning Outcomes (CILOs)

Upon completion of the course the student would be:
Assessment
CIL Course Intended Learning Blooms Tools Expected CILO*
O Outcomes Taxonomy Direct / Attainment Level
Indirect
Able to acquaint with
changes in consumer Not more than
behavior due to new Remember 15% student
1 technologies and tools to (Level 1)
Quizzes
should Score less
understand consumer than 40% marks
online behavior
Able to understand,
through theory and cases, Not more than
impact of digital Understand Individual 15% student
2 technologies on marketing ing (Level assignment should Score less
practice 2) than 40% marks
Acquire skills to
integrate digital
technologies into Not more than
Apply 15% student
3 overall marketing Project work
(Level 3) should Score less
strategy and solve than 40% marks
problems in real life
business situations
Session Plan, BIMTECH, Greater Noida Page 1

Instructor Contact
Email: [email protected]
Phone: 0120-2323001-10 Ext 396
Reading/Study Material
Main Text Book

ü Miller, Michael (2016) The Ultimate Web Marketing Guide by, Pearson
Publication
Additional Books
ü Digital Marketing, An Integrated Marketing Approach, Star Business Series

ü Chaffey, Dave & Smith, P.R (2013). Emarketing Excellence: Planning and
Optimizing your Digital Marketing, Routledge Publication
ü Charlene Li & Josh Bernoff, Groundswell: Winning in a World Transformed by
Social Technologies, Harvard Business Press Books
ü Turban, E., King, D., Lee, J. K., Liang, T. P., & Turban, D (2012). Electronic
commerce 2012, A managerial and social networks perspective, Springer
Publication
ü Strauss, Judy & Frost, Raymond (2013). E-Marketing, PHI Learning Pvt. Ltd
Research Papers / articles

ü How mobile browser is making a comeback and challenging apps, Economic Times
ü 10 Smart Ways to Start B2B Marketing on LinkedIn Today
ü Chui, Michael, Markus Löffler, and Roger Roberts. "The internet of
things."McKinsey Quarterly 2, no. 2010 (2010): 1-9.
ü Court, David, Mulder Susan and Ole Jørgen Vetvik. “The consumer decision
Journey”. McKinsey Quarterly, June 2009.
ü Will Facebook Replace Traditional Research Methods? (Michal Kosinski, Stanford
Graduate School of Business)
ü Making “Freemium” Work (Harvard Business Review)
ü “The Promise — and Perils — of Dynamic Pricing”. Knowledge@Wharton. The
Wharton School, University of Pennsylvania, 23 February, 2016. Web. 22 June,
2016
Cases
ü BBVA Compass: Marketing Resource Allocation
ü Mekanism: Engineering Viral Marketing

Other Study Material / information sources
ü http://blogs.forrester.com/interactive_marketing
ü http://www.emarketer.com/
ü http://www.web-strategist.com/blog/
Pedagogy
Lectures, Class discussions, Assignments and Group/Individual Course Work.
Assessment Criteria
Criteria Marks/Weightage
Quizzes 20
Coursework/ Projects 20
Individual assignment 10
End Term Exam 50%
Total 100%
Schedule (each session is for 1.5 hrs)

Sess Topics Covered Case Studies/Articles/Exercises Learning
ion Outcomes
#
1 • Introduction - •Miller- Chapter 1&2 CILO-1
understanding components •Chaffey & Smith: Chapter 4
of web marketing • 4 Components of Inbound Marketing
article
2-5 •SEO and SEM •Miller: Chapters 10-17 CILOs-2

• Retargeting and Remarketing article &3
• Black hat SEO techniques article
• ‘“BBVA Compass: Marketing Resource
Allocation” case
6-7 • Display advertising •
8- •Social media •Textbook- Chapters 26-29 •CILOs-2
10 communication strategies • Paid, earned and owned media article &3
and approaches for core •Social media best practices article
social media platforms • “Mekanism: Engineering viral marketing”
•Viral marketing case
•Influencer marketing

11- •Internet based research •Miller: Chapters 5 & 9 CILOs 1 &
12 approaches •Netnography article 2
•Web analytics • The future of market research is being
shaped by big data
•Will Facebook Replace Traditional
Research Methods? Article
13 • Online consumer behavior •The Internet of Things (McKinsey CILOs 1 &
Quarterly, March 2010) 2
• The consumer decision Journey
(McKinsey Quarterly June 2009)
14- •Importance of mobile to •Textbook- Chapters 38-42 CILOs-2
15 brands • Mobile Advertising article &3
•Tools for a mobile strategy • How mobile browser is making a
•E-mail marketing comeback and challenging apps-article
16- • Project Presentations CILO-3
17

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PGDM : 2020-2022

Course Name : Digital Marketing

Course Learning Goals (CILOs)

Course Intended Learning Outcomes (CILOs)

Session Plan, BIMTECH, Greater Noida Page 1

Phone: 0120-2323001-10 Ext 396

Main Text Book

ü Digital Marketing, An Integrated Marketing Approach, Star Business Series

Research Papers / articles

Session Plan, BIMTECH, Greater Noida Page 2

Schedule (each session is for 1.5 hrs)

2-5 •SEO and SEM •Miller: Chapters 10-17 CILOs-2

Session Plan, BIMTECH, Greater Noida Page 3

Session Plan, BIMTECH, Greater Noida Page 4

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