MBA Digital Marketing 2020 22 Syllabus

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JSSCMS JSS Science and Technology University MBADM 2020-22

MBA(Digital Marketing)
SYLLABUS I to IV SEMESTER

ADMISSION BATCH 2020-2022

JSS MAHAVIDYAPEETHA
JSS Science and Technology University
Sri Jayachamarajendra College of Engineering,
JSS Centre for Management Studies,
JSS Technical Institutions Campus, Mysore – 570 006
JSSCMS JSS Science and Technology University MBADM 2020-22

COURSE STRUCTURE

SEMESTER I

No Sub Code Course Name L P T Total


Foundations of Management and Organisation
MBADM 101 4 0 0 4
1 Behaviour
2 MBADM 102 Accounting for Managers 4 0 0 4

3 MBADM 103 Managerial Economics 3 0 0 3

4 MBADM 104 Quantitative Techniques for Managers 3 0 0 3

5 MBADM 105 Marketing Management 3 0 0 3

6 MBADM 106 E Commerce 3 0 0 3

7 MBADM 1LB1 Lab for Microsoft Office 0 2 0 2


Personal Development, Communication, Team
MBADM1WS1 0 2 0 2
8 work-Workshop
Total 20 4 0 24

SEMESTER II

No Sub Code Course Name L P T Total


1 MBADM201 Financial Management 4 0 0 4
2 MBADM202 Product and Brand Management 3 0 0 3
3 MBADM203 Consumer Buying behaviour 3 0 0 3
4 MBADM204 Fundamentals of Digital Marketing 3 0 0 3
5 MBADM205 Integrated Marketing Communications 3 0 0 3
6 MBADM206 Website planning and structure 3 0 0 3
7 MBADM2WS1 Business Research Methods -Workshop 0 2 0 2
Communication and Leadership Development
8 MBADM2WS2 0 2 0 2
Workshop
9 MBADM2WS3 Content management system-Lab 0 2 0 2
Total 19 6 0 25

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JSSCMS JSS Science and Technology University MBADM 2020-22

SEMESTER III

No Sub Code Course Name L P T Total


Search Engine marketing & Search Engine
1 MBADM301 4 0 0 4
Optimization (SEO)
2 MBADM302 Social Media Marketing 4 0 0 4
3 MBADM303 Content Marketing 3 0 0 3
4 MBADM304 Digital Entrepreneurship 3 0 0 3
5 MBADM305 lead generation and Marketing Automation 3 0 0 3
e-mail marketing, Mobile Marketing and Video
6 MBADM306 3 0 0 3
Marketing
7 MBADMLB1 SPSS Lab 0 2 0 2
8 MBADM3PT1 Placement Training 0 1 0 1
9 MBADM3SI1 Summer Internship 0 2 0 2
Total 20 5 0 25

SEMESTER IV

No Sub Code Course Name L P T Total


1 MBADM401 Services Management 4 0 0 4
2 MBADM402 Strategic Management 3 0 0 3
3 MBADM403 Personal selling and Sales Management 3 0 0 3
Project Management for Digital Marketing
4 MBADM404 4 0 0 4
Firms
5 MBADM405 Affiliate Marketing and Google AdSense 3 0 0 3

6 MBADM406 Analytics- Web and Google 3 0 0 3


7 MBADMLB1 Lab: LinkedIn and Twitter Marketing 0 1 0 1
Creative, Design Thinking and Skill
8 MBADM4WS1 0 1 0 1
Development.
9 MBADM4PT2 Placement Training 0 1 0 1

10 MBADM4PW1 Project Work 0 3 0 3

Total 20 6 0 26

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SEMESTER I

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester

Core MBA(Digital Marketing) I

Subject Code: Subject Name: Credit Distribution

L-4 T-0 P-0


MBADM101 FOUNDATIONS OF MANAGEMENT
AND ORGANISATION BEHAVIOUR CIE 50

SEE 50

A) Block 1: Introduction to Management


Module 1: Management Concepts and Theories 8 Hours
Module 2: Management Functions 8 Hours
Module 3: Social and Ethical Responsibility in Management 8 Hours
Module 4: Management in the 21st Century 8 Hours

B) Block 2: Introduction to Organizational Behaviour


Module 5: Individual Behaviour, Personality and Values 8 Hours
Module 6: Employee Attitudes 8 Hours
Module 7: Interpersonal Behaviour 8 Hours
Module 8: Managing Change and Development 8 Hours

Books for Reference:


 Organizational Behavior – John W Newstrom – 12th Edition, TATA McGraw HILL
 Management: James A.F.Stoner, R Edward Freeman, Daniel R Giolbert, 6th Edition,
Prentice Hall.
 Principles of Management - Book by Charles W.L. Hill and Steven McShane
 Principles of Management: Efficiency and Effectiveness in the Private and Public Sector
Textbook by Ian Towers and Peter Eichhorn
 Principles of Management -Book by Tony Morden
 Principles of Management -Book by Robert Kreitner

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Nature Area Semester

Core MBA(Digital Marketing) I

Subject Code: Subject Name: Credit Distribution

L-4 T-0 P-0


MBADM102 ACCOUNTING FOR MANAGERS
CIE 50

SEE 50

Block 1: Introduction to Accounting and finance

Module 1: Basics of Accounting 6 Hours


Accounting Conventions and Concepts, Accounting Principles, and Accounting disclosures, GAAP
and Users of Accounting. Introduction to IFRS.
Module 2: Basics accounting mechanics 10 Hours
Capital vs. Revenue Expenditure, Journal – Ledgers – Cash books -- Trial Balance – Income
statement – Balance Sheet- (Students are required to understand the flow in recording
transactions. Case studies should be adopted as teaching methodology), Accounting Equation.
B) Block 2: Management Accounting
Module 3 8 Hours
Revenue recognition and measurement (As per Accounting Standard 9): Introduction-
Recognition of revenue in the course of ordinary activities of an enterprise; Inventory valuation
(As per Accounting Standard 2) Historic cost and market price valuation concepts (LIFO, FIFO and
Weighted averages) - Implications of changes in method of valuation of Inventory; Depreciation
Accounting (As per Accounting Standard 6): Accounting for depreciation and depreciation
methods- straight line and WDV method. Disposal of depreciable assets Implications of changes
in method of depreciation.
Module 4: Exposure to reading income statements of companies and firms 2 Hours
Profit and loss related concepts – reporting methods (vertical and horizontal), Measuring Income,
Adjustment process, various heads in income statements, evaluating incomes and expenses to
measure performances (Cost effectiveness – various cost component as a percent of sales).

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Module 5: Preparation and Presentation of Balance sheet of companies 6 Hours


Balance sheet related concepts – Reporting of Assets of liabilities under Companies Act –
Auditors’ Report. Common-size Financial Statement – Concept of Window dressing.

C) Block 3: Financial Management


Module 6: Analytical review of Financial Statements 8 Hours
Profitability Statements - COGS, EBDIT, EBIT, Operating profit/loss, PBT, PAT; Ratio Analysis- An
Introduction- Measurement of Overall Performance of a Firm/companies – Profitability Ratios-
GP, Ratio, NP Ratio, P/E ratio, ROCE, RONW, EPS, DPS; Liquidity Ratios- Current ratio, Acid Test
Ratio, Quick Ratio; Turnover Ratio- Debtors Turnover, Creditors Turnover, Stock Turnover;
Solvency, Ratios- Debt Equity Ratio, Debt Service Coverage Ratio, Fixed Assets to Net worth; Uses
of Ratios for Internal Management; An Introduction to Financial Gearing-Effect of Financial
Leverage and Spread;
Module 7: Fund Flow and Cash Flow Statements 6 Hours
Fund flow statement - Determining the sources and uses of working capital. Preparation of Cash
Flow Statement (as per AS-3); ¨ Presentation of Cash Flow Statement; Operating, Activities;
Investing Activities; Financing Activities; Foreign Currency Cash Flows; and Analysis-¨; Accounting
Standard on Cash Flow Statement. Difference between Fund Flow and Cash Flow Statements.
Module 8: 4 Hours
Accounts of Non trading organizations- receipts and payments account, Income and expenditure
account, balance sheet
Module 9: Financing a Digital Marketing Business Start-up, managing a working capital,
Recording Financial transactions exercises. 8 Hours

References:

 Accounting an introduction 6th Edition-Eddie McLaney, PeterAfrill- Pearson Publishers


 Financial accounting a managerial perspective; R. Narayanaswamy PHI; 3rd Edition
 Accounting for Management text and cases; S.K. Bhattacharyya and John Dearden Vikas
publishing house
 Financial Accounting for Management- N. Ramachandran & Ram Kumar Kakani - TMH
Publications
 Financial accounting a managerial emphasis, Ashok Banerjee; Excel books
 Financial Accounting, P.C Tulsian; Pearson

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Nature Area Semester

Core MBA(Digital Marketing) I

Subject Code: Subject Name: Credit Distribution

L-3 T-0 P-0


MBADM103 MANAGERIAL ECONOMICS
CIE 50

SEE 50

A) Block 1
Module-1 Introduction to Economics: 8 Hours

Micro economic analysis – Scarcity and choice – Trade Offs – Prices and Markets – Theories and
Models – Managerial Applications of Micro Economic Theory – Managerial Decision Making –
Theory of the Firm - Goals of Microeconomic policy: Efficiency and Equity – Managerial
Economics and Economic Theory – Maximizing the value of firm

Marginal Analysis for Optimal Decisions - Objective Function –Constrained and unconstrained
optimization – Optimal level of activity – Marginal Benefit and Marginal Cost

Module-2 Market Equilibrium/Basics of Demand and supply: 6 Hours

Demand analysis: Concept of demand, different demand Concepts-Determinants of demand


change in quantity demanded and change in demand-elasticity of demand and, measurement –
Demand forecasting.

Supply Analysis: Concept of Supply-Determinants of Supply-Change in quantity supplied and


change in supply-elasticity of supply-market equilibrium and government intervention.

Short run Vs Long run Elasticity – Demand and Supply

The seller’s view: Total Revenues, Average Revenues, Marginal Revenues – Relationship between
Elasticity of demand, Price (AR), TR and MR Applications of the elasticity concepts

B) Block 2:

Module-3 Theory of Production: 8 Hours

Production Decision of a Firm – Technology of Production - Production function-laws of


production relating to short-run and long run- Production with a single variable input: TP,AP, MP

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– Profit maximization and input choice – Two variable inputs: Production Isoquants - Marginal
Rate of Substitution and Elasticity of substitution – Expansion path and returns to scale

Production with two outputs – Economies of scope - Production Transformation Curves –


Economies and diseconomies of scope – the degree of economies of scope

Module-4: 12 Hours

Cost of Production analysis

Measuring Cost – Economic Vs Accounting costs-opportunity cost – sunk cost – Fixed cost Vs
variable cost - Fixed cost Vs sunk cost – Marginal and Variable Cost – Four important decision pit
falls

Cost in the Short Run – Determinants of short-run cost – shapes of the cost curves - Cost in the
Long Run – user cost of capital – cost-minimizing input choice – Isocost Line – choosing inputs –
cost minimization with varying output levels – Expansion path and Long run costs

Long Run Vs Short Run Cost curves – inflexibility of short run production – Long Run and Short
Run average cost curves – Long Run and Short Run Marginal cost curves – Returns to scale,
Economies and Diseconomies of scale – relationship between Long Run and Short Run Cost

Dynamic changes in costs – Learning Curve - Graphing the learning curves – learning Curve Vs
economies of scale

Module-5 Market structure and Managerial Decisions: 12 Hours

Managerial Decisions in Competitive Markets - Characteristics of Perfect Competition – Demand


curve facing the firm – Profit maximization in the short run – shut down price - Profit
maximization in the Long run

Managerial Decisions with market power - Monopoly – characteristics – Determinants of market


power – Profit maximization under Monopoly; output and pricing decisions – short run profit
maximization and loss minimization under monopoly- Long run profit maximization under
monopoly – Price Discrimination- Social costs and benefits of monopoly – monopoly regulation

Managerial Decisions under Monopolistic Competition - characteristics – short run equilibrium


– Long run equilibrium – Excess capacity under monopolistic competition - Monopolistic
competition and Advertisement

Managerial Decisions under Oligopoly – Oligopoly –Features – Kinked Demand Curve - Price
Leadership – Cartels - Game Theory– Concepts; Prisoner’s Dilemma, Nash Equilibrium – First

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Mover Advantage Vs Second Mover Advantage – Pricing practices facilitating cooperation -


Strategic Decision Making in Oligopoly Markets

C) Block 3:

Module-6 Pricing Practices: 8 Hours

Pricing Rules –of thumb – Mark up pricing and Profit maximization –MR, MC, and Profit
maximization -Two part Pricing – Multiple Product Pricing – Transfer Pricing - Managerial
Implications

Module-7 Long Term Investment Decisions: 7 Hours

Concepts of Risk and Uncertainty – Demand for Risky Assets – Assets – Risky and Riskless Assets
– Asset Returns – Tradeoffs between risk and return - Measuring risks with Probability
Distributions – Dispersion of Probability Distributions - variance – standard deviation – co-
efficient of variation – Manager’s utility function for profit – risk averse – risk loving – risk neutral
- Managerial implications

Module -8 Decision under Uncertainty: 6 Hours

Maximization of Expected utility – Different preferences towards risk - Reducing Risk –


Diversification –

Probability Matrix - Maximax Criterion - Maximin Criterion – Maximax Regret Criterion – Equal
Probability criterion

References:

 Managerial Economics – Dr. D.M. Methane, Himalaya Publishing House


 Thomas ,Christopher R & S Maurice ,Charles ;Managerial Economics – Concepts and
Applications
 New Delhi: Tata McGraw-Hill Irwin, 2008.
 Hershey, Mark; Managerial Economics- An Integrative Approach Cengage Learning India
Pvt. Ltd., Publications 2009
 Maddala ,G S & Miller, Ellen; Micro Economics – Theory & Applications, Tata McGraw Hill
Publications
 Dominick Salvatore; Managerial Economics, Oxford University Press
 Mankiw, Gregory; Principles of Economics, Thomson South-Western
 Pindyck &Rubinfeld ; Microeconomics, Pearson 5th edition
 G. S. Gupta, Managerial Economics, Tata Mc Graw Hill Latest Edition
 Mulhearn, Chris , Howard R Vane , Economics for business, James Eden , New York,
Palgrave ,2011

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Nature Area Semester

Core MBA(Digital Marketing) I

Subject Code: Subject Name: Credit Distribution

L-3 T-0 P-0


MBADM104 QUANTITATIVE TECHNIQUES FOR
MANAGERS CIE 50

SEE 50

A) Block 1: Statistics for Managers

Module 1: Introduction 6 Hours


Definition of Statistics – Importance and Scope of Statistics – Functions of Statistics - Statistical
Investigation - Limitations of Statistics. Distrust of Statistics. Descriptive Statists – Tabular &
graphical presentation–Statistical Data: Primary and Secondary data – Sources of Data – Types of
Classification of data - Frequency Distribution: Discrete or Ungrouped Frequency Distribution,
Grouped Frequency Distribution, Continuous Frequency Distribution. – Diagrammatic and
Graphic Representation; Frequency Polygon, Cumulative Frequency Curves or Ogives –
Advantages and Limitations of Diagrams and Graphs. Tabulation: - Types of Tables- Construction
of one way and two way tables.
Module 2: Descriptive Statistics 6 Hours
Numerical Measure: Measures of Location- the Weighted and working with Grouped Data-
Measures of Variability - Measures of Distribution shape- Relative Location and detecting outliers
-Exploratory Data Analysis

B) Block 2: Probability

Module 3: Introduction to Probability 8 Hours


Basic definition Events, Sample space and probabilities, Basic rules of probability, Conditional
probability, independence of Events, Combinatorial concepts, laws of total Probability-Bay’s
theory, Joint probability table. Expectancy theory and problems.
Module 4: Discrete Probability distribution 6 Hours
Random Variable -Discrete Probability Distributions -Expected Value and Variance -Binomial
Probability Distribution-Poisson Probability Distribution-. Continuous Probability Distribution
Uniform Probability Distribution - Normal Probability Distribution - Normal Approximation of
Binomial Probabilities - Exponential Probability Distribution.

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C) Block3: Correlation and Regression

Module 5: Correlation and Simple Linear Regression 6 Hours


Correlation – concept, types, measures of correlations – Karl Pearson and Spearman’s correlation
coefficient- Simple Linear Regression Model-Least Squares Method-Coefficient of Determination-
Model Assumptions.
Module 6: Samples and Sampling 6 Hours
The Associates of Sampling, Problem-Simple Random Sampling -Points Estimation-Introduction
to Sampling Distributions-Sampling Distribution of mean - Sampling Distribution of Proposition-
Properties of point Estimators-Other Sampling Methods.
D) Block 4: Sampling and Hypothesis

Module 7: Population and Sample Mean 4 Hours


Known-Population mean: Unknown-Determining the sample Size-Population Proportion.
Module 8: Hypothesis Testing 6 Hours
Developing Null and Alternative Hypotheses -Type 1 and Type II Errors-Population Mean: Known
standard deviations, population mean: Unknown standard deviations - Population proportion -
Hypothesis Testing and Decision Making - Calculating the Probability OF Type II errors-
Determining the Sample Size for Hypothesis Test about a population mean.

References:

 Quantitative Techniques – J.K.Sharma –Tata Mcgrawhill


 Quantitative Techniques – N.D. Vora, -Mcgrawhill
 Quantitative Methods – C.R.Kothari – Sage Publications
 Quantitative Methods – Dr. P. Nagesh, Himalaya Publications

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Nature Area Semester

Core MBA(Digital Marketing) I

Subject Code: Subject Name: Credit Distribution

L-3 T-0 P-0


MBADM105 MARKETING MANAGEMENT
CIE 50

SEE 50

A) Block 1: Marketing and the External Environment


Module 1: Introduction to Marketing, Role of Customer, Relationship Marketing 4 Hours
Module 2: Analysing the Marketing Environment, PESTLE, Competition 4 Hours
Module 3: Marketing Research, role of information in marketing 3 Hours
Module 3: Consumer buyer behaviour, types, levels, decision making process. 4 Hours
Module 5: Marketing Segmentation, Target Marketing, Positioning 3 Hours
Module 6: Ethics in marketing, Consumerism 3 Hours

B) Block 2: The Marketing Mix


Module 7: Product, Types, Branding, Packaging, PLC 4 Hours
Module 8: Price, types of pricing strategies 3 Hours
Module 9: Place, Channel Management and conflicts, Physical Distribution 3 Hours
Module 10: Promotion strategies, Promotional tools, IMC management,
Sales Management. 4 Hours
Module 11: Services marketing, Extended marketing mix strategies 3 Hours

C) Block 3: Marketing Management


Module 12: Strategic Planning, Implementation and Control 4 Hours
Module 13: International Vs Domestic Marketing Management 3 Hours
Module 14: Cases and Synthesis 3 Hours

References:
 Principles and practices of Marketing – David Jobberand Fiona Chadwick - McGrw Hill

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 Principles of Marketing – by Philip Kotler - McGrw Hill


 Fundamentals of marketing – by William J.Stanton and Charles Futrell- McGrw Hill
 Basic Marketing – global managerial approach-by William D.Perreault, E.Jerome
McCarthy- TATA McGraw Hill

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Nature Area Semester

Core MBA(Digital Marketing) I

Subject Code: Subject Name: Credit Distribution

L-3 T-0 P-0


MBADM106 E COMMERCE
CIE 50

SEE 50

A) Block 1: An overview of E-Business, Models, Types

Module 1: Definitions, History and Developments. 3 Hours


Module 2: Characteristics, advantages and disadvantages, adoption and impact of
E- Business 3 Hours
Module 3: Types of e-Transactions – B2B, B2C, C2C, C2B etc., Electronic Storefronts,
E-Marketplace 3 Hours
Module 4: Electronic Storefronts, e-Marketplace, Affiliate and Hybrid Models 3 Hours

B) Block 2: The E-Business Technology and E Security

Module 5: Understanding Networks - routing, switching and protocols 3 Hours


Module 6: Web Presence – domain registration, website development and hosting 3 Hours
Module 7: Web server hardware and software; Data centre services. 2 Hours
Module 8: Security – service providers, digital certificates, encryption, SSL,
Digital signatures. 3 Hours

C) Block 3: Payment Systems and web customers, Social, ethical and legal aspects

Module 9: cyber wallets, mobile payment, NFC, payment service providers – PayPal,
PayTM etc. 3 Hours
Module 10: payment gateways- standards, integration, banking and legal issues. 3 Hours
Module 11: Remarketing. Elements of e-Branding and marketing strategy on the web. 3 Hours
Module 12: Access, adaptation and attitudes. Customer satisfaction and loyalty. 3 Hours
Module 13: Privacy, Intellectual Property Rights, trademarks, copyrights, network innovations
and patents; banking and dispute resolution policies, cyber laws. 3 Hours

D) Block 4: Social network, Analytics, Entrepreneurship in E-Business,

Module 14: Use of Social networks for business, Analytics in E- Business. 4 hours

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Module 15: E-Business Entrepreneurial Process: Factors affecting the success, Development of E-
Business Plan, Financing, Operational Challenges, Staffing, Project Management, Taxation,
Future challenges and opportunities 6 Hours

References:

 E-Commerce: Strategy, Technologies and Applications Paperback – 2001 by David Whiteley


 E-Commerce: An Indian Perspective Paperback – Import, 30 Nov 2015-by P. T. Joseph
 One Click: Jeff Bezos and the Rise of Amazon.com Kindle Edition- by Richard L. Brandt
 E-Commerce: Strategy, Technologies and Applications Paperback – 2001 by David Whiteley
 E-Commerce: An Indian Perspective Paperback – Import, 30 Nov 2015-by P. T. Joseph

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Nature Area Semester

Core MBA(Digital Marketing) I

Subject Code: Subject Name: Credit Distribution

L-0 T-0 P-2


MBADM1LB1 LAB FOR MICROSOFT OFFICE
CIE 50

SEE 50

A) Block 1: Microsoft Excel


Module 1: Microsoft Excel 2007 Fundamentals

Module 2: Viewing Navigating and Managing Worksheets and Workbooks

Module 3: Editing Worksheets

Module 4: Using Functions in Formulas

Module 5: Formatting Worksheets

Module 6: Preparing and Printing Worksheets

B) Block 2: Microsoft Word

Module 7: Microsoft Word Fundamentals

Module 8: Viewing Navigating and Managing Documents

Module 9: Editing and Formatting Text

Module 10: Controlling Page and Text Layout

Module 11: Working with Tables

Module 12: Finalizing and Printing a Document

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C) Block 3: Microsoft Power Point

Module 13: Introduction

Module 14: Creating a presentation

Module 15: Formatting a presentation

Module 16: Adding Graphics to the presentation

References:

 Word for Beginners (Word Essentials Book 1) Kindle Edition -by M.L. Humphrey (Author)
 Excel for Beginners (Excel Essentials Book 1) Kindle Edition -by M.L. Humphrey (Author)
 Accounting an introduction 6th Edition-Eddie McLaney, PeterAfrill- Pearson Publishers

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) I

Subject Code: Subject Name: Credit Distribution

L-0 T-0 P-2


MBADM1WS1 PERSONAL DEVELOPMENT,
COMMUNICATION, TEAM WORK- CIE 50
WORKSHOP
SEE 50

Sem1: Workshop for Personal Development, Communication, Team work

A) Block 1: Personal Development Exercises

Module 1: Personality Profiling

Module 2: Development of Self

Module 3: Competency building

Module 4: Creative Thinking

Module 5: Case Study and Role plays

B) Block 2: Communication

Module 6: Role of Communication in Management

Module 7: Types of communication

Module 8: Inhibitors to communication

Module 9: Exercises in Good Communication

Module 10: Business Communication, Exercises

C) Block 3: Team Work

Module 11: Groups VS Teams

Module 12: Formation Teams

Module 13: Team development Activities- Training Requirements

Module 14: Team performances and evaluation Activities, games and exercises.

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SEMESTER II

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester

Core MBA(Digital Marketing) II

Subject Code: Subject Name: Credit Distribution

L-4 T-0 P-0


MBADM201 FINANCIAL MANAGEMENT
CIE 50

SEE 50

Module 1: Financial Goals of the Firm 12 Hours


Financial Management – Introduction to finance, objectives of financial management – Firm
Value and equity value– profit maximization and wealth maximization - Changing role of finance
managers - Organization of finance function.
Agency model; problem and agency cost – Stockholders and Managers; bondholders and society
- Disciplining management through corporate governance - Sustainability model.

Module 2: Time Value of Money 10 Hours


Present and future value of single payments, annuities, annuities due, and perpetuities - Growth
in annuities and perpetuities - Compound interest and continuous compounding - Annual
percentage rates and effective annual rates - Mathematics of loans: Discount, Interest only, Full
and partial amortization

Module 3: Risk & Return 12 Hours


Concepts of Risk and Return – Diversifiable and Non-Diversifiable risk - Risk & return of single
asset, risk and Return of a portfolio, Measurement of market risk for single asset and portfolio.

Module 4: Capital Budgeting 10 Hours


Investment Rules: Capital budgeting methods and their limitations - Comparing projects with
varying lives with varying cash flows - Capital budgeting decision rules.

Module 5: Financing Decision 10 Hours


Sources of long term funds Cost of capital – basic concepts. Cost of debenture capital, cost of
preferential capital, cost of term loans, cost of equity capital (Dividend discounting and CAPM
model). Cost of retained earnings. Determination of Weighted average cost of capital (WACC)
and Marginal cost of capital.

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Module 6: Capital Structure 10 Hours


Capital structure decisions – Overview of financing choices –The financing process; internal and
external financing - Operational and financial leverage - Determination of the optimal capital
structure - Planning the capital structure: EBIT and EPS analysis. ROI & ROE analysis. Capital
structure policy (No capital structure theories to be covered)

Recommended Books:
1. Prasanna Chandra; Financial Management Theory and Practice; Tata McGraw Hill; 7th Edition
2. I.M. Pandey – Financial Management (Vikas), 9/e,
3. Brigham & Houston – Fundamentals of Financial Management, Thomson Cengage Learning,
1/e,
4. M.Y. Khan & P.K. Jain – Financial Management (TMH), 5/e
5. Damodaran, Corporate Finance – John wiley& Co., 2/e, 2004
6. Vanhorne, Financial Management & Policy, Pearson / PHI, 11/e, 2002.

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Nature Area Semester

Core MBA(Digital Marketing) II

Subject Code: Subject Name: Credit Distribution

L-3 T-0 P-0


MBADM202 PRODUCT AND BRAND MANAGEMENT
CIE 50

SEE 50

A) Block 1:
Module 1: Product offering decision 8 Hours

Marketing Mix and product Strategy – Integrated Approach, levels of a Product, Product
Characteristics and Classifications, Product and Service Differentiation, Product Life Cycle
Marketing Strategies.

Module 2: Setting product Strategy 6 Hours

Product- Mix Decisions, Product-Line Strategies, Product-Mix Pricing, Packaging and Labelling Decisions,
Product Managers’ role in organisation, New Product Development, Consumer-Adoptions Process.

B) Block 2:
Module 3: Brand Management 4 Hours

Concepts of brand, Types of Brands, Strategic Brand Management Process, Brand Building
Blocks.

Module 4: Identifying and Establishing Brand Positioning and Value 6 Hours

Concepts of brand positioning, Choosing Point-of-Difference and Points-of-Parity, Positioning


Strategies, Repositioning Strategies.

Module 5: Managing Brands 6 Hours

Brand personality, Elements of Brand Personality, Brand Awareness, Brand Loyalty, brand
Identity-concept and Sources, Designing brand identity – kapfer’s Brand Identity Prism, Brand
Image.

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C) Block 3:
Module 6: Understanding Brand Equity 6 Hours

Brand Equity – Definitions and Significance, Brand Equity Models, building brand equity, Brand
Value and Brand Strength, measuring brand equity-cost based method, price Based Method,
Consumer based Method.

Module 7: Branding Strategy 6 Hours

Designing and implementing branding strategies- name, symbol, Brand Extension- Meaning,
types, Need, Advantages and Disadvantages, Evaluating brand Extension opportunities,
reinforcement and revitalizing brands.

Module 8: Managing Brands over geographic Boundaries and market Segments. 6 Hours

Advantages and Disadvantages of Global Marketing Programs, Standardization Versus


Customization, Global Brand Strategy, Building Global Customer-Based Brand Equity.

References:

1. Chitale A .K, Product Policy and Brand Management, PHI Learning‘s.

2. Gary L Lilien, Arvind Rangaswamy, New Product and Brand Management Prentice Halls.

3. U. C. Mathur, Product and Brand Management, Excel Books.

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Nature Area Semester

Core MBA(Digital Marketing) II


Subject Code: Subject Name: Credit Distribution

L-3 T-0 P-0


MBADM203 CONSUMER BUYING BEHAVIOUR CIE 50
SEE 50

A) Block 1: Foundations of consumer behaviour


Module 1: Introduction to consumer behaviour 4 Hours
Module 2: Decision making and consumer behaviour models 4 Hours
Module 3: Cultural influences on consumer decision making 3 Hours
Module 4: Consumer and Social wellbeing 3 Hours
B) Block 2: Internal influences on consumer behaviour
Module 5: Motivation and Perception 4 Hours
Module 6: learning and memory 4 Hours
Module 7: Self 3 Hours
Module 8: Attitudes and persuasion 3 Hours
C) Block 3: External Influences on consumer buying behaviour
Module 9: Group and Situational effects on consumer behaviour 4 Hours
Module 10: Gender roles and subculture 4 Hours
Module 11: Social class and lifestyles 3 Hours
Module 12: Media habits, Social media, word of mouth, and fashion 3 Hours
Module 14: Cases and Synthesis 3 Hours
References:
 Consumer Behavior by Schiff man , 11/e, Pearson
 Consumer Behavior: Building Marketing Strategy by Hawkins and Mother Baugh, 12/e,
McGraw-Hill
 Consumer Behavior by David Loudon and Albert Della Bitter 4/e
 Consumer Behavior : Building Marketing Strategy by Del I Hawkins, David L Mother Baugh
and Amity Mukherjee, 11/e, McGraw-Hill- Special Indian Edition
 Shopper, Buyer and Consumer Behavior: Theory and Marketing Applications by Jay D
Lindquist and Joseph M Sergey , 2/e, Biztantra

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) II

Subject Code: Subject Name: Credit Distribution

L-3 T-0 P-0


MBADM204 FUNDAMENTALS OF DIGITAL
MARKETING CIE 50

SEE 50

Block 1: Understanding marketing through the internet

Module 1: Definition of digital marketing; origin of digital Marketing,


Traditional VS Digital Marketing. 4 Hours

Module 2: Benefits of Digital marketing e.g. reach, scope, immediacy, interactivity 3 Hours

Module 3: The internet micro- and macro-environment, Internet users in India 4 Hours

Module 4: The internet marketing mix: product and branding; place e.g. channels, virtual
Organizations; price e.g. auctions; promotions; people; processes; physical evidence. 4 Hours

Module 5: Digital marketing tools/e-tools; the online marketing matrix including business and
Consumer markets; the online customer. 4 Hours

Module 6: Interactive order processing: choosing a supplier; selecting a product; check stock
Availability; placing order; authorization of payment; input of data; data transfer; Order
processing; online confirmation and delivery information; tracking of order; Delivery; data
integrity and security systems; 3 Hours

B) Block 2: Use the internet for promotion using digital marketing Communications

Module 7: Search engine marketing (SEM): definition of SEM, definition of search engine
Optimization (SEO); advantages and disadvantages of SEO; best practice in SEO 4 Hours

Module 8: Paid search engine marketing, pay per click advertising (PPC); landing pages; long
Tail concept; geo-targeting e.g. Google Ad Words; opt in email and email Marketing 4 Hour
Module 9: Market research 3 Hours
Module 10: Customer relationship Marketing 3 Hours
Module 11: Internet communities 3 Hours

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JSSCMS JSS Science and Technology University MBADM 2020-22

C) Block 3: Ddesign a Digital Marketing plan

Module 12: Design digital marketing plan, SWOT, situational analysis, key performance
Indicators in internet marketing, Digital Landscape, P-O-E-M Framework. 3 Hours

Module 13: Segmenting and Customising Messages 4 Hours

Module 14: Digital Advertising Market in India 2 Hours

References:

 Digital Marketing by Seema Gupta (IIM-B)


 Digital Marketing: Strategy, Implementation & Practice by Dave Chaffey & Fiona Ellis-
Chadwick
 Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation
– Damian Ryan and Calvin Jones

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester

Core MBA(Digital Marketing) II

Subject Code: SUBJECT NAME: Credit Distribution

L-3 T-0 P-0


MBADM205
INTEGRATED MARKETING
CIE 50
COMMUNICATIONS
SEE 50

Block one : An Introduction to Integrated Marketing Communication (IMC):

Module 1 7 Hours.

Role of IMC in marketing process, IMC planning model, Marketing and promotion process model.
Communication process, steps involved in developing IMC programme, Effectiveness of
marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix,
Advertising appeal in various stages of PLC

Module 2 7 Hours.

Advertising Agency: Type of agencies, Services offered by various agencies, Criteria for selecting
the agencies and evaluation.

Module -3 7 Hours.

Advertising objectives and Budgeting: Goal setting – DAGMAR approach, various budgeting
methods used.

Block 2: Planning for Marketing Communication (Marcom) and Developing the Integrated
Marketing Communication Programme:

Module 4 6 Hours.

Media planning: Developing Media plan, Problems encountered, Media Evaluation-Print,


Broadcast media, Support media in advertising. Media strategy: Creativity, Elements of creative
strategies and its implementation, Importance of Headline and body copy.

Module-5 6 Hours.

Direct Marketing: Features, Functions, Growth, Advantages/Disadvantages, And Direct


Marketing Strategies. Promotion: Meaning, Importance, tools used,
Conventional/unconventional, drawbacks, push pull strategies, Co-operative advertising,

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JSSCMS JSS Science and Technology University MBADM 2020-22

Integration with advertising and publicity Public relation/ Publicity: - Meaning, Objectives, tools
of public relations, Public relation strategies, Goals of publicity, Corporate Advertising – Role,
Types, Limitations, PR Vs Publicity.

Module -6 7 Hours.

Monitoring, Evaluation and control: Measurement in advertising, various methods used for
evaluation, Pre-testing, Post testing.

Block 3: Digital Media & Advertising

Module -7 8 Hours.

Advertising on the internet; Digital Media, Evolution of Technology, Convergence of Digital


Media, E- Commerce and Digital Media, Advertising on Digital Media, Social Media, Mobile
Adverting, and E-PR Digital Public Relations: What is DPR Influencer Marketing, Blogger Relations?

Case Study: Lacoste Pg. 268, and H&M, Page 273, Digital Marketing by Seema Guptha
International Advertising: Global environment in advertising, Decision areas in international
advertising, Industrial advertising, Advertising Laws & Ethics

Text Book:
1. Advertising & Promotion- An Integrated Marketing Communications Perspective, George Belch,
Michael Belch & Keyoor Purani, TATA McGraw Hill

Reference Books:
1. Advertising Management, Jaishri Jethwaney & Shruti Jain, Oxford University Press
2. Advertising & Promotions: An IMC perspective, Kruti Shah and Alan D’Souza, Tata McGraw Hill
3. Advertising Management, Aakar, Batra and Myers, Prentice
4. Advertising & Promotions, S H Kazmi and Satish K Batra, Excel
5. Advertising; Principles and Practice, Wells, Moriarty and Burnett, Pearson
6. Advertising & Promotion: An IMC approach, Terence A. Shimp Pub., Cengage Learning

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Elective MBA(Digital Marketing) III

Subject Code: Subject Name: Credit Distribution

L-3 T-0 P-0


MBADM206 WEBSITE PLANNING AND
CIE 50
STRUCTURE
SEE 50

A) Block 1: Introduction to WWW


Module 1: Domains and buying a Domain 4 Hours
Module 2: Website language and Technology 4 Hours
Module 3: Core objective and flow 4 Hours
Module 4: Strategic design of Home page 4 Hours
Module 5: Portfolio, Gallery and Contact Us page 4 Hours
B) Block 2: Engagement
Module 6: Call to Action (real engagement Happens) 4 Hours
Module 7: Designing other pages 4 Hours
Module 8: SEO Overview 4 Hours
Module 9: Google Analytics tracking code 4 Hours
C) Block 3: Design
Module 10: Website Auditing 4 Hours
Module 11: Designing Word press Website 4 Hours
Module 12: Synthesis and design of one-page website 4 Hours
References:
 The Principles of Beautiful Website Design, 2nd Edition – Jason Beaird / Sitepoint
 Convert Designing Websites for Traffic and Conversions by Ben Hunt
 Brand Media Strategy: Integrating Communications Planning in the Digital Age – Antony Y

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) II

Subject Code: Subject Name: Credit Distribution

L-0 T-0 P-2


MBADM2WS1 BUSINESS RESEARCH METHODS -
CIE 50
WORKSHOP
SEE 50

A) Block 1: Role of Business Research


Module 1: Introduction Business Research
Module 2: Marketing planning drives marketing research
Module 3: Types of Research
Module 4: Role of Research in Digital Marketing
Module 5: Quantitative and Qualitative Methods
Module 6: Role of secondary Data, Types and management
B) Block 2: Designing the Marketing Research Process
Module 7: Research Proposal and Research Design
Module 8: Sampling Design
Module 9: Data collection
Module 10: Analysis and interpretation
Module 11: Report Writing
B) Block 3: Using Internet as an object and method for data collection
Module 12: e Business Research
Module 13: ethics in Research
Module 14: Synthesis and Cases
References:
 Marketing research – An applied orientation-by Naresh K. Malhotra –Pearson Education
 Marketing Research Methodological Foundations- Churchill and Lacobucci – Thomson
 Marketing Research –Malhotra – Pearson Publications

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) II

Subject Code: Subject Name: Credit Distribution


COMMUNICATION AND L-0 T-0 P-2
MBADM2WS2 LEADERSHIP DEVELOPMENT -
WORKSHOP CIE 50

SEE 50

A) Block 1: Role of Communication and Decision making in business

Module 1: Business Correspondence: Basics of Communication and Types of communication:

Process of communication, components of communication, factors of communication, types of


communication, barriers to communication
Formats of letter writing, Basics of Business Writing – 3 x 3: Writing Process: Pre-writing, Writing
and Revising; Pre- writing: Analyze –Anticipate –Adapt, Organizing and Writing Business
Messages – Researching Data and Gathering Ideas, Organizing Data, Composing the First Draft,
Revising, proofreading; Evaluating Business Message
Routine Letters and Goodwill Messages: Direct and Indirect Pattern, Types of Routine Letters -
Request Letters, Reply Letters, Recommendation Letter, Claims and Adjustment Letters,
Complaint letters, sales letters, Kinds of Memos – Procedure and Information Memos, Request
and Reply Memos, Confirmation Memos. Employment Communication – Preparing Resumes;
Types of Resumes – Chronological, Functional and Combination; Application Letters – AIDA
Approach; Reference Request Letter; Job Inquiry Letter; Resume Follow up Letter; Interview
Follow Up Letter; Rejection Letter; Interviewing for Employment.
Module 9: Managing the internationalization Process: and Leading through transformation
Module 2: Writing for the Web
Social networking sites – Blogs - Business forums; Technology- enabled communication: Tools for
Constructing, presenting, transmitting and collaborating messages.

B) Block 2: All about Leaders and Leadership

Module 1: Defining a Leader


Module 2: Types of Leadership and styles
Module 3: Leader vs. Manager
C) Block 3: How Innovative Leaders Manage in the Digital age

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JSSCMS JSS Science and Technology University MBADM 2020-22

Module 4: Introduction to Meta Theory of Leadership


Module 5: The internet as an environment for Business Eco systems: Michael
Dell, Dell Computers
Module 6: Keeping close to consumers
Module 7: Transcultural competence through 21 reconciliations

References:

 Leading Minds: An Anatomy of Leadership, by Howard E. Gardner and Emma Laskin, 2011
 Start with Why: How Great Leaders Inspire Everyone to Take Action, by Simon Sinek, 2011
 The 5 Levels of Leadership: Proven Steps to Maximize Your Potential, by John C. Maxwell,
2011

 Business Communication Today – Bovee Thill Schatzman – Seventh Edition.


 Business Communication – Connecting in a Digital World, Lesikar, Flately, Rentz, Lentz,
Pande,13th Edition, Mc Graw Hill.

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) II

Subject Code: Subject Name: Credit Distribution

L-0 T-0 P-2


MBADM2WS1 CONTENT MANAGEMENT SYSTEM-
CIE 50
LAB
SEE 50

This course is designed keeping digital marketing students in mind. If students have no
experience, and don't even know the ABCD of building website more specifically WordPress blog,
WordPress Websites, students don't know anything about WordPress Plugins, WordPress
Themes, how to use WordPress, WordPress SEO, WordPress dashboard, WordPress Widgets,
then don't worry, we are there for you. Students can learn the most from it. Even if some students
are experienced, you will still get to know certain things that you would not be knowing. This
course is not for people trying to learn to code a custom Website. In this course, students will
learn how to use the thousands of themes and plugins already out there to design your own
custom websites.
Requirements:
A working computer, either Windows or Mac
A modern browser like Chrome, Firefox, or Safari
You don't need any experience with WordPress or with building a website and No Coding Skills
required.
Usefulness of this course/Lab:
If you want to build a website for blogging, your business, hobby or your personal life.
You don't know coding and still want to make websites
All level of people who would like to learn from basics of WordPress
Learners who want to build their own WordPress using themes, then this course is for you. Course
Contents:
 Hosting your CMS
 Types of WordPress
 Setting up local server
 Downloading XAMPP
 Installing XAMPP to create local server
 Creating database and downloading WordPress
 Install WordPress
 Extracting WordPress files and installing WordPress

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JSSCMS JSS Science and Technology University MBADM 2020-22

 Logging into WordPress Dashboard


 WordPress Dashboard
 Navigate to the WordPress dashboard; know what everything does and how to use it
 Install WordPress Themes
 Understand themes and how to find/install them
 Customizing WordPress Themes
 Customization of WordPress Widgets
 Installing WordPress Premium Theme
 Installing Wordpress Premium Theme Demo Content
 Install WordPress Plugins
 Installing plugin for SEO on WordPress website
 Increasing Speed of WordPress websites
 Security of WordPress websites
 Contact Form for WordPress websites
 Setup Contact us page for WordPress websites
 Creating Post and Basics of One Page Optimization (SEO)
 Creating Page
 Settings
 Domain
 Choosing the right domain name
 Registering your domain
 Choosing your hosting services
 Comparing various service providers
 Choosing your hosting provider
 Pointing your domain to hosting provider
 Setting up your Web server
 Installing your WordPress to your Web server
 Transferring Content to Web server

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JSSCMS JSS Science and Technology University MBADM 2020-22

SEMESTER III

35
JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) III

Subject Code: Subject Name: Credit Distribution


L-4 T-0 P-0
MBADM301 SEARCH ENGINE MARKETING AND CIE 50
SEARCH ENGINE OPTIMIZATION
SEE 50

A) Block 1: Understanding Search Engine Marketing and Search Engine Optimization


Module 1: What is SEM and SEO? SEO key word planning, Meta tags and Meta Description,
Website content optimization, Back link strategies, Internal and external links, Optimizing the site
structure. 12 Hours
Module 2: On page SEO, Off page SEO, Local SEO, Mobile SEO, e Commerce SEO. 8 Hours
B) Block 2: Optimizing Google Algorithms

Module 3: Use of webmaster tools, Measuring SEO effectiveness, Synthesis 12 Hours

C) Block 3: Google Ad words, PPC advertising, Basic and Inter mediate

Module 4: Introduction to Google Ad words, Ad TYPES, Pricing models, PPC cost Formula, Ad Page
Rank, Billing and payments, 10 Hours
Module 5: User Interface, Planning and control of key words, Designing Image Ad, Creating
Animated Ads, YouTube Video Promotion, 10 Hours
Module 6: Creating Video Ads, Use Self-Service or managed Ads, get started with a Campaign
Manager, choose an Ad Format, create an Ad, Target, Measure and optimize your Campaign,
Synthesis Case: DELL Pg. 210 Digital Marketing by Seema Gupta 12 Hours

References:

 Search Engine Land’s Guide to SEO – Search Engine Land


 The Referral Engine – John Jantsch
 Digital Marketing for Dummies, By Ryan Deiss and Russ Hennesberry, 2017
 Art of SEO (3rd edition) by Eric Enge.
 The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral
Marketing and Online Media to Reach Buyers Directly – David Meerman Scott

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) III

Subject Code: Subject Name: Credit Distribution

L-4 T-0 P-0


MBADM302 SOCIAL MEDIA MARKETING
CIE 50

SEE 50

Block A: Objectives of Social Media


Module 1: Introduction to social Media, how to build a successful Social Media Strategy, Goal
setting, Strategy and implementation, Measure and Improvement. 8 Hours
Social Media Trends
Module 2: Listening to Market, Digital Marketing Trends, Branding on the Net, Branding your
Website, Trends in Digital Advertising 8 Hours
Block B: YouTube Marketing Fundamentals

Module 3: Google Pages for You Tube Channels, Video Flow, Verify Channel, Webmaster Tool –
Adding Asset. 6 Hours

Module 4: Associated Website Linking, Custom Channel URL, Channel – ART, Links, Keywords,
Main Trailer, Uploading Videos, Defaults, Creator Library, Channel Navigation, Video Thumbnail.
6 Hours
Module 5: CTA- Annotation, Cards on Mobile, re direct Traffic to Website, Post Upload
Enhancements, Live Broadcasting, Managing Playlists, comments and Messages, Monetization
with Ad sense, paid YouTube Channel, Channel Analytics, Real time Analytics. 6 Hours
Module 6: How to make videos, Camera angles, settings, shooting, techniques, editing, Audio,
background score, Animation, Software for editing, on hands training on video, Publishing HD
videos, Practical Examples and creating Animated Contents, Synthesis and case analysis. 6 Hours

Block C: Facebook for Business.


Module 7: Facebook for Business-Facebook fan Engagement, Anatomy of Ad Campaign, Adverts-
Types of adverts, Adverts Targeting. Case Study-Tata DoCoMo Ref. Digital marketing by Seema
Guptha pg.156, Adverts Placement, Adverts Bidding, Adverts Budget, Adverts Scheduling,
Adverts Objectives, Adverts optimisation, Adverts Delivery. 6 Hours

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JSSCMS JSS Science and Technology University MBADM 2020-22

Module 8: Facebook Insights and other marketing tools


Audience Insights, page Insights, Facebook groups, Hashtags, Facebook Apps, Facebook live,
Facebook Avatar, Facebook Ad manager, Facebook Power editor. 6 Hours

Block D: Instagram and Snapchat


Module 9: Instagram- Objectives, Content Strategy, Style Guidelines, Hastags, Videos, Sposered
Ads, Apps, generate Leads. 6 Hours
Module 10: Snapchat, Digital Public Relations- Influencer Marketing, Blogger relations. Case
Study-H&M Ref. Digital marketing by Seema Guptha pg.273 6 Hours

References:
 Social Media Marketing All-In-One for Dummies by Jan Zimmerman and Deborah Ng, 2017
 Socialnomics: How Social Media Transforms the Way We Live and Do Business – Erik
Qualman
 Digital Marketing by Seema Guptha

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Elective MBA(Digital Marketing) III
Subject Code: Subject Name: Credit Distribution
L-3 T-0 P-0
MBADM303 CONTENT MARKETING
CIE
50
SEE
50

Block 1: Introduction and objectives

Module 1: What content marketing is and how to incorporate it into your business 3 Hours
Module 2: How to publish your content and incorporate SEO into your strategy
so people can find you 3 Hours
Module 3: How to increase traffic coming to your website(s) 3 Hours
Module 4: How to engage your customers with your content 3 Hours
Module 5: How to optimize what you already have and create GREAT content with
it – you don’t need to start from scratch 3 Hours
Module 6: How to develop a strategy to create content for what your customers
want -not what you think they want 3 Hours
Module 7: How content marketing can be a cohesive blend with your other marketing
Tactics not competition 2 Hours
Module 8: Which channels work, why, and how to incorporate them into your
marketing plan 2 Hours
Module 9: How to use social media to communicate better in your networks,
and more Efficiently 2 Hours

Block 2: Content Process


Module 10: Collecting Content Ideas, Setting Up Google Alerts, Setting Up an
RSS Feed Using Google for Ideas 3 Hours
Module 11: Identifying Students’ Unique Propositions, Identifying a Target Audience,
Naming Primary and Lower-Level Goals, Forming a Core Message and Secondary
Messages 3 Hours
Module 12: Establishing an Online Footprint, starting with a Blog, Writing for the Web 3 Hours
Module 13: Performing a Competitive Analysis, Using an Editorial Calendar 3 Hours
Module 14: Understanding the Importance of Images, Audio, and Video 3 Hours

Block 3: Content Creativity


Module 15: Brainstorming and Mind Mapping, Generating Ideas Using Social, Media,
Generating Ideas by News jacking 3 Hours
Module 16: Building Your Brand 3 Hours
Module 17: Synthesis and Case analysis 3 Hours

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JSSCMS JSS Science and Technology University MBADM 2020-22

References:

 Global Content Marketing by Pam Didner


 Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create
Radically Successful Businesses by Joe Pulizzi
 Global Content Marketing by Pam Didner

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Elective MBA(Digital Marketing) III
Subject Code: Subject Name: Credit Distribution
L-3 T-0 P-0
MBADM304 DIGITAL ENTREPRENEURSHIP
CIE
50
SEE
50

A) Block 1: Entrepreneurship and Start up


Module 1: Entrepreneurship in the twenty-first century, social and civic –entrepreneurship,
Innovation and entrepreneurship 6 Hours
Module 2: Developing creativity, business idea and evaluation, Developing the business plan and
launching the business, Financing the business, Growing the business, Exit: Failure and success
6 Hours
Module 3: The Digital landscape for Digital Start-ups, Accelerators and Incubators in the 21st
century, Cases and Synthesis 4 Hours

B) BLOCK 2: Introduction to Entrepreneurship

Module 4: Concepts and Overview of Entrepreneurship, Evolution and Growth of


Entrepreneurship from a global perspective, The Role of Entrepreneurs in the economic
developments and myths about entrepreneurs. 6 Hours
Module 5: Qualities, Nature, Types, Traits, Culture, Similarities and Economic and differences
between Entrepreneur and Intrapreneur. The Entrepreneurial Decision Process, Skill Gap
Analysis, and Role Models, Mentors and Support system, Entrepreneurial Success stories. (With
special reference to Digital and Technology Entrepreneurs) 6 Hours

C) BLOCK 3: Digital Entrepreneurship

Module 6: Meaning, Definition of Digital Entrepreneurship and Digital Entrepreneurs. New


Opportunities and Challenges. Reasons for entrepreneurs to turn into Digital Entrepreneurs.
Entrepreneurship and Digital entrepreneurship – Difference and pillars of Digital
Entrepreneurship. Reducing Barriers to Entrepreneurship in the digital era and the New
entrepreneurial challenges in the digital era. 6 Hours
Module 7: The role of Market Orientation in Digital Entrepreneurship, Importance of Digital
Entrepreneurship and ways Digital Entrepreneurship can be encouraged. Definition of Digital

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JSSCMS JSS Science and Technology University MBADM 2020-22

Transformation and interrelationship between Digital Transformation and Digital


Entrepreneurship, characteristics of Digital Transformation. 4 Hours
D) BLOCK 4: Digital Business Design and Value Proposition

Module 8: Definition of Digital Business Design, types of Digital Business and the importance of
Digital Business Design for Digital Entrepreneurs. Preparing for the Digital Revolution. 4 Hours
Module 9: Value Proposition, Describing the purpose of Digital Business and Competitive
advantage versus alternatives. The ABC’s of Digital Business Design (The Acquisition, Behavior-
Conversion Process) 4 Hours
References:
 Entrepreneurship –Successfully launching new ventures –third edition – Bruce R. Bar ringer,
R. Duane Ireland – Pearson
 Entrepreneurship & Small Business- Start –Up, Growth & Maturity, - Third Edition, Paul
Burns – Palgrave Macmillan
 Product Management – Donald R.Lehaman, Russel.s. Winer, Tata McGrawhill edition

Nature Area Semester

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JSSCMS JSS Science and Technology University MBADM 2020-22

Elective MBA(Digital Marketing) III

Subject Code: Subject Name: Credit Distribution

L-3 T-0 P-0


MBADM305 LEAD GENERATION AND
CIE 50
MARKETING AUTOMATION
SEE 50

1) Block 1: Lead Generation


Module 1: Lead generation Strategy, Lead and list Management 4 Hours
Module 2: CRM Integration, Sales Integration, Product Integration 3 Hours
Module 3: Capturing leads from sources 3 Hours
Module 4: Lead source link building and Lead tracking features 3 Hours
Module 5: Business reporting 3 Hours
Module 6: Web hooks and connector 3 Hours

B) Block 2: Marketing Automation


Module 7: Complete Automation 4 Hours
Module 8: Marketing Automation Tools 3 Hours
Module 9: Email Campaigns 3 Hours
Module 10: Email Auto responder 3 Hours
Module 11: SMS Auto responder 3 Hours

C) Block 3: Landing page


Module 12: Creating landing Page 4 Hours
Module 13: Landing page CTA 3 Hours
Module 14: Website Widgets 3 Hours
Module 15: Synthesis and exercises 3 Hours
References:
 Convert – Ben Hunt
 Conversion Optimization: The Art and Science of Converting Prospects to Customers –
Khalid Saleh
 The Best Digital Marketing Campaigns in the World: Mastering the Art of Customer
Engagement – Damian Ryan and Calvin Jones
 Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust – Chris
Brogan

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Elective MBA(Digital Marketing) III

Subject Code: Subject Name: Credit Distribution

L-3 T-0 P-0


MBADM306 E-MAIL MARKETING, MOBILE
CIE 50
MARKETING AND VIDEO
MARKETING SEE 50

A) Block 1: Email Marketing


Module 1: Email Software and Tools, Importing Email Lists, Planning Email Campaign, Email
templates and Designs 6 Hours
Module 2: Sending HTML email Campaigns, Web forms lead importing, Integrating Landing page
forms, Campaign Reports and insights, Segmentation Strategy, Segmentation lists. 4 Hours
Module 3: Auto Responder series, Auto Responder Actions, Triggering Auto- Responder Emails,
Triggers in Email using the 4 Ps of marketing 4 Hours

B) Block 2: Introduction to Mobile Marketing


Module 4: Mobile usage, Mobile penetration Worldwide, Smartphone penetration worldwide.
4 Hours
Module 5: Mobile Advertising Models, Advantages of Mobile Advertising, Mobile Marketing
Toolkit, Paid and Owned. 4 Hours

C) Block 3: Mobile Marketing Features


Module 6: Location- Based Services or Proximity, Social Marketing on Mobile, QR Codes
Augmented Reality, Gamification, Common mistakes in mobile strategy. 4 Hours
Module 7: Diversity issues in India through Mobile, Campaign development Process, Tracking of
Mobile Campaigns- Mobile Analytics. 6 Hours
Case Study Analysis-Philips Air Fryer Pg. 305 Digital Marketing by Seema Guptha

D) Block 3: Video Making for YouTube


Module 8: How to make videos, Camera angles, settings, shooting techniques, editing, Audio,
background score, Animation, Software for editing 8 Hours
Module 9: On hands training on video, Publishing HD videos, Practical Examples and creating
Animated Contents. 6 Hours

References:

 Email Persuasion: Captivate and Engage Your Audience, Build Authority and Generate More
Sales With Email Marketing, By Ian Brodie, 2013
 Youtility by Jay Baer

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JSSCMS JSS Science and Technology University MBADM 2020-22

 Digital Marketing by Seema Gupta


 Groundswell: Winning in a World Transformed by Social Technologies – Charlene Li an Josh
Bernoff
 The Elements of User Experience: User-Centered Design for the Web – Jesse James Garrett
 Socialnomics: How Social Media Transforms the Way We Live and Do Business – Erik
Qualman
 Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications
and Advertising by Daniel Rowles
 Tap: Unlocking the Mobile Economy by Anindya Ghose

45
JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester

Laboratory MBA(Digital Marketing) III

Subject Code: Subject Name: Credit Distribution

L-0 T-0 P-2


MBADM3LB1 SPSS LAB
CIE 100

Statistics in the social sciences involves the collection, analysis, interpretation, and presentation
of data to answer questions about the social world. The specific topics covered in this course
include data description, statistical inference, hypothesis testing, analysis of association and
variance, an introduction to regression analysis, and a basic understanding of computer-based
statistical software. Students will learn how statistics can help them to answer questions about
the social world and enhance their ability to think through problems.

Upon completing this course student will be able to:

1. Describe the structure and characteristics of statistical data;


2. Calculate and interpret measures of central tendency and variability in statistical data;
3. Assess the strength of association between sociological variables;
4. Determine whether observed statistical patterns and associations are generalizable to the
larger social world;
5. Achieve a basic understanding of statistical and database computer software;
6. Identify and carryout basic statistical analyses used in sociological inquiry;
7. Become a critical consumer who can assess the validity of the data, graphs, charts, and
statistics.
8. Undertake basic exploratory data analysis and interpret the results
9. Carry out simple significance testing
10. Control the operation of SPSS and manage their files and output
11. Use SPSS syntax to automate routines.
Module 1
Introduction, Basics, Starting SPSS, Navigating, Data Editor, SPSS Viewer, Getting your data in
Opening an Excel file, Manually entering data, Opening an existing SPSS file, Saving your work
Module 2
Cutting and pasting, Exporting, Describing data, Frequency distributions, Parametric vs. Non-
parametric statistics, Normality, Homogeneity of Variance,

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JSSCMS JSS Science and Technology University MBADM 2020-22

Module 3
Frequency Distributions and Descriptive Statistics, Graphing, Z-Scores, T-Tests, ANOVA,
Correlation and Regression, Data Analysis, Analyzing Frequencies: Chi-square, Comparing two
groups
Module 4
T-tests, Paired T-tests, comparing two groups – Non-parametric, Two independent groups:
Mann-Whitney U, Paired groups: Wilcoxon Signed Rank Test, Testing associations between
continuous variables, Correlation.
Module 5
Parametric: Pearson correlation coefficient, Nonparametric: Spearman's rho, Getting Started
with SPSS, Describing Data I, Describing Data II
Module 6
A First Look at Some Sociological Data, Exploring Relationships, Regression, More on
Relationships, A First Look at Experimental Design, Central Limit Theorem, Building Confidence
In Confidence Intervals
Module 7
Concepts In Hypothesis Testing, Two Group Inference, Population Means, Comparing two
Population Means, Comparing Multiple, Groups – Parametric, One-Way Analysis of Variance
(ANOVA), and Additional Topics: Post-hoc tests (Multiple comparison test)

47
JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) III
Subject Code: Subject Name: Credit Distribution
L-0 T-0
P-1
MBADM3PT1 PLACEMENT TRAINING
CIE
100
SEE
0

APTITUDE ESENTIALS
Sl Duration in TRAINER /
Topic Name Sub-Topics
No Hours FACULTY
1 Hour
- Pre-assessment

EXTERNAL EXPERT TRAINER /VENDOR


(Online)
a. Number system
b. Power cycle
1 Numbers system c. Remainder cycle 2
d. Factors, Multiples
e. HCF and LCM
a. Speed Reading
Strategies
2 Reading comprehension 2
b. RC - Types and Tackling
Strategies
a. Linear Arrangement
b. Circular Arrangement
Data arrangements and
3 c. Multi-dimensional
Blood relations 2
Arrangement
d. Blood Relations
a. Work with different
efficiencies
4 Time and work b. Pipes and cisterns
c. Work equivalence 2
d. Division of wages
a. Subject-Verb Agreement
b. Modifiers
5 Sentence correction c. Parallelism
d. Pronoun-Antecedent
2
Agreement
e. Verb Time Sequences

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JSSCMS JSS Science and Technology University MBADM 2020-22

f. Comparisons
g. Prepositions
h. Determiners
a. Coding and Decoding
Coding & decoding, b. Series
Series, Analogy, Odd
6 c. Analogy 2
man out and Visual
reasoning d. Odd Man Out
e. Visual Reasoning
a. Percentages as Fractions
and Decimals
b. Percentage Increase /
Percentages, Simple Decrease
7 interest and Compound c. Simple Interest
interest
d. Compound Interest 2
e. Relation Between Simple
and Compound Interest
a. Pro-active thinking
b. Reactive thinking
(signpost words, root words,
Sentence completion and prefix suffix, sentence
8
Para-jumbles structure clues)
c. Fixed jumbles 2
d. Anchored jumbles
a. Clocks
Clocks, calendars, b. Calendars
9 Direction sense and
Cubes c. Direction Sense 2
d. Cubes
a. Basics of time, speed
and distance
b. Relative speed
Time, Speed and
10 c. Problems based on trains 2
Distance
d. Problems based on boats
and streams
e. Problems based on races
a. Vocabulary Demystified
b. Synonyms and Antonyms
11 Vocabulary c. Word Analogy 2
d. Miscellaneous
Vocabulary
a. Data Interpretation –
Data interpretation and Tables
12
Data sufficiency b. Data Interpretation - Pie
Chart

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JSSCMS JSS Science and Technology University MBADM 2020-22

c. Data Interpretation - Bar


2
Graph
d. Data Sufficiency
a. Basic terminologies in
profit and loss
Profit and loss, b. Partnership
13 Partnerships and
averages c. Averages 2
d. Weighted average
e. Mixtures and alligations
a. Definite and Indefinite
Articles
b. Omission of Articles
Articles, Prepositions and c. Prepositions
14
Interrogatives
d. Compound Prepositions
2
and Prepositional Phrases
e. Interrogatives
a. Fundamental Counting
Principle
b. Permutation and
Combination
Permutation, c. Computation of
15 Combination and Permutation
Probability d. Circular Permutations 2
e. Computation of
Combination
f. Probability
a. Ratio
b. Proportion
16 Ratio and Proportion c. Variation 2
d. Simple equations
e. Problems on Ages
a. Logical Connectives
b. Syllogisms
Logical connectives, c. Venn Diagrams –
2
17 Syllogism and Venn Interpretation
diagrams
d. Venn Diagrams - Solving

a. Active Voice and Passive


18 Voices and Speech Voice b. Direct Speech and 2
Indirect Speech

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JSSCMS JSS Science and Technology University MBADM 2020-22

Post-assessment 1 Hour
-
(Online)
Total Duration 36 Hours

INTERVIEW ESENTIALS
TRAINER /
Sl.no Duration
FACULTY
· Importance of GD
round
· Skills assessed in
GD round
· How to ace GD
Group discussion - · Dos and don’ts of a
1 2 Prof Yuvaraj
Basics GD
· Idea generation
techniques
· One mock GD
participated by 12 volunteer
students, facilitated by the
trainer
· Self-introduction
practice
· Body language –
Personal Interview - 2 Prof Aruna
2 especially grooming
Basics Adarsh
– for personal interview
· Personal interview –
FAQs discussion
· How to write a good
and impressive
Resume
· Important aspects of Prof M
3 Resume writing - Basics 2
an impressive Pradeep
Resume
· Sample template and
formatting ideas
Total Duration 6 Hours

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) III
Subject Code: Subject Name: Credit Distribution
L-0 T-0
P-2
MBADM3SI1 SUMMER INTERNSHIP
CIE
50
SEE
50

A) Block 1: Introduction and Briefing

Module 1: Project and Internship Briefing

Module 2: Registration with Organisation

Module 3: Finalising Internship plan

Module 4: Letter addressing organisation and handover

B) Block 2: Project discussion and mentoring

Module 5: LOG Book maintaining

Module 6: Meeting 2 for update and follow up

Module 7: Meeting 3 for update and follow up

C) Block 3: Experience and Training

Module 8: Fieldwork and Training

Module 9: Report writing and evaluation, Viva

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JSSCMS JSS Science and Technology University MBADM 2020-22

SEMESTER IV

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) IV
Subject Code: Subject Name: Credit Distribution
L-4 T-0
P-0
MBADM401 SERVICES MANAGEMENT
CIE
50
SEE
50

Module 1: Introduction to Services Management Frameworks for Understanding Services


Nature of Services, Macroeconomic Trends and Opportunities, Distinctive Marketing Challenges
Posed by Services, Categorization of Services 8 Hours

Module 2: Frame work for Understanding Customer Perceptions

Service encounters and Process Flows, perceived service quality, satisfaction and perceived
value, Introduction to the Gaps Model of Service Quality, Customer Expectations of Satisfaction
and Quality, Customer Perceptions of Satisfaction and Quality 8 Hours

Module 3: Managing and Understanding the Service Experience

The Three-Stage Model of Consumer Behavior Applied to select Services in terms of behavior and
expectations, The Service Delivery System, Theatre as a Metaphor for Service Delivery, Role and
Script Theories Applied to Services 6 Hours

Module 4: The Service Offer- Understanding and Closing Gap 1

Customer Research, Key Steps in Service Planning, Core and Supplementary Services, The Flower
of Service—Adding Value via Supplementary Services, Branding of Services, Designing the Service
Enterprise: New Service Development, Technology in Services, Service Quality, Process
Improvement (DEA supplement), Segmentation Targeting and Positioning of Services in
Competitive Markets. 8 Hours

Module 5: Understanding and Closing Gap 3

Role of customers and employees- boundary spanners, support staff in delivering services.
Managing People for Service Advantage: Importance of Service Personnel, Conflicts in
Boundary—spanning Roles and Implications of Role Stress, The Cycles of Failure, Mediocrity, and
Success, Selection, Training, and Motivation of Service Staff, Service Leadership and Service
Culture. 6 Hours

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Module 6: Designing Customer Service Processes

Understanding and Closing Gap 2: Service Standards, Development, and Design, blueprinting as
a Basic Tool for Understanding and Managing Service, Processes, Service Process Redesign,
Increasing Customer Participation 6 Hours

Module 7: Designing the Service Environment

The Services Cape Model, Dimensions of Service Environments, Engineering Customer Service
Experiences, Managing Capacity and Demand, Managing Waiting Lines, Balancing Demand and
Capacity 6 Hours

Module 8: Pricing Services and Revenue Management

Objectives & Foundation for Setting Prices, Cost-based, Value-based, and Competition-based
Pricing, Revenue Management, Ethical Concerns & Perceived Fairness of Pricing Policies. 6 Hours

Module 9: Designing the Communications Mix for Services

Understanding and Closing Gap 4, Communication Strategies for Services, Branding and
Communications 6 Hours

Module 10: Managing Customer Loyalty and Organizing for Service Leadership

Relationship Marketing: Service Switching, Retention, the Economics of Customer Retention,


Managing the Customer Pyramid, the Wheel of Loyalty, Loyalty Programs, CRM Strategies,
Customer Feedback and Service Recovery: Consumer Complaining Behavior, Principles of
Effective Service Recovery Systems, the Power of Service Guarantees, the Service Profit Chain,
Financial and Economic Effects of Service. 10 Hours

Text Books

1. Valarie A Zeithaml, Mary Jo Bitner, Dwayne D Gremler (2000),’ Services Marketing-


Integrating Customer Focus Across the Firm’ Second, , McGraw- Hill/Irwin.
2. Christopher H Lovelock, Jochen Wirtz (2010), “Services Marketing: People, Technology,
Strategy” Prentice Hall, 2010-626 Pages.

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) IV

Subject Code: Subject Name: Credit Distribution


L-3 T-0 P-0
MBADM402 STRATEGIC MANAGEMENT
CIE 50

SEE 50
Module 1

Strategic Management and Strategic Competitiveness 3 Hours

Strategy making process, understand above average returns as a measure to determine that firm
has competitive advantage, benefits of strategy management, Component of strategic
management model.

Module 2

Strategic Direction 4 Hours

Understand strategic management process business definition & Organization values that build
mission statement. Describe strategic vision, mission, goals, long term objectives, short term
objectives and discuss their value to the strategic management process.

Module 3

Situation Analysis Part I - The Internal Environment 7 Hours

Resource based strategy, Identify the strength and weakness by analyzing the internal
environment. Understand the concept of Value and discuss its importance. Define capabilities
and discuss how they are developed. Match Core competencies with resources and capabilities.
Use value chain to identify and evaluate resources and capabilities. Discuss importance of
preventing core competencies from becoming core rigidities.

Module 4

Situation Analysis Part II - The External Environment 10 Hours

Explain the importance of a firms’ external environment that helps identify opportunities and
threats. Describe the general environment and the industry environment. Understand the
competitive landscape. Porters five competitive forces and explain how the five forces shape

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JSSCMS JSS Science and Technology University MBADM 2020-22

competition within an industry and limits profitability. Understand the different methods to carry
out competitor Analysis, sources of potential competition and mobility barriers within strategic
groups. Business firm’s opportunities, threats constraints, economic considerations,
technological considerations. Competitive behavior of firms in Industry leading to competitive
dynamics, Offensive and defensive strategies that lead to competitive dynamics, First, and late
movers and advantages and disadvantages, Model of competitive rivalry, Conditions for
undertaking competitive actions & drivers of competitive behavior, outcomes of competitive
dynamics.

Module 5

Strategy Formulation Part I –Business Level Strategies 7 Hours


Development of concepts for competitive positioning, Cost leadership/
Differentiation/Focus/Broad differentiation strategies & how firms strive to achieve with benefits
and drawbacks of each generic strategy. If strategies were generic, then how and why does each
firm within industry pursue varying strategies. Strategies in High Technology Industry. Value
creation frontier -a desire for firm to be different and competitive.

Module 6

Strategy Formulation Part II - Corporate Level Strategies 10 Hours

Establishing a competency agenda, Pursuing growth through concentration strategies by market


penetration their risks and benefits. Growth through product or market development, Horizontal
and Vertical Integration strategies. Key drivers for company to diversify. Understand differences
in related diversification & unrelated diversification. Competing in foreign markets, various
modes of entry benefits and drawbacks, Entry through new startups, Strategic alliances &
acquisition. Global Strategies, key drivers for changes in the global strategies.

Module 7

Strategy Formulation Part III -Strategies to fit Industry and company situations 3 Hours
Environmental fit & Resource fit, Industry attractiveness factors, and how attractiveness
translated into numbers. Opportunities across industry life cycle emerging, growth, matured,
declining and hostile markets.

Module 8

Strategy Implementation 4 Hours

Organizational design, structures and controls. Importance of integrating strategy


implementation and strategy formulation. Organizational structures used to implement different

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JSSCMS JSS Science and Technology University MBADM 2020-22

business level strategies. Organizational structures used to implement different corporate level
strategy. How corporate culture promotes implementation of strategy, types of control systems

Textbooks
1. Strategy and the Business Landscape – Pankaj Ghemawat
2. Strategic Management – Competitiveness and Globalization: Michael A. Hitt, Duane
Ireland, Robert E. Hokinson , : South Western, Thomson Learning
3. Competitive Advantage, Michael E. Porter, South Western, Thomson Learning
4. Crafting and Executing Strategy, Arthur Thmpson, A.J.Strickland, Arun Jain, Mc Grawhill
5. Strategic Management An Integrated Approach 7th Charles W. L. Hill & Gareth R. Jones &
Joan Penner-Hahn – Biztantra
6. Strategic Management – A dynamic Perspective, Mason Carpenter, Prashant Salwan,
Perason

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) IV
Subject Code: Subject Name: Credit Distribution
L-3 T-0
P-0
MBADM403 PERSONAL SELLING AND SALES
MANAGEMENT CIE
50
SEE
50

Module 1: Introduction to Sales Management 4 Hours

Nature and Role of Selling, Objectives, linkages with marketing and other functional domains of
management, Environmental Changes Affecting Sales Management. Role and Responsibilities of
a Sales Manager: Nature, Responsibilities, Social, Ethical, and legal Responsibilities of Sales
Personnel – reference to Hiring, Training, Coaching, Motivating, Setting Targets and Tracking
Performance, Organizing the Sales Effort, Allocation of Scarce Resources-Role of a Sales
Executive, Responsibilities, General Policies Sales, Product, Distribution, Pricing and promotion

Module 2: Planning the Sales Efforts 6 Hours

Strategic Planning, Tactical & Operational Planning, Sales Planning Process- Setting Objectives,
Operations to Meet, organizing for Action, Implementing, Measuring Results against Standards,
Re-evaluating and Control. Identifying specific market opportunities and problems, Market
Potential and Sales Forecasting: Need, meaning, Importance, and process of assessing market
potential, sales forecast- Breakdown and Buildup Forecasting, Qualitative methods, Quantitative
methods- Criteria for choosing forecasting method.

Module 3: Design and Size of Sales Territory 6 Hours

Meaning, Importance Benefits of managing territory- market coverage, cost implications,


customer service, sales force evaluation- Criteria for territory design- potential, size, coverage,
impediments- Methods for designing territories- Buildup method, Breakdown method,
Incremental method-, Procedures for developing territories: objectives and criteria for territory
formation, Bases for developing territories, basic control units, salespeople’s workloads analysis,

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JSSCMS JSS Science and Technology University MBADM 2020-22

customer contact plan, Assigning sales personnel to territories, evaluation and revision of sales
territories Operating the territory management system - Routing, Scheduling, Sales force
structure- Product-based, Geographic-based, Customer-based, Combination

Module 4: Sales Budgets and Sales Quotas 5 Hours

Purpose, Principles, Benefits, Mechanism, Types of budgets- Sales budget- Selling-expense


budget, Administrative budget & Profit budget, Methods of budgeting for sales Force-
Affordability method, Percentage of sales method, Competitive parity method, Objective-and-
task method, Return oriented method-, Flexibility in budgeting. Purpose, Importance, Types of
sales quotas- volume quotas, Profit quotas, Expense quotas, Activity quotas, Methods of setting
sales quotas: Quota setting processes, using forecasts and market potential, past experience,
executive judgment, compensation, self-managed, administering sales quotas- Minimizing
acceptance problems, Managing and controlling people through quotas-, Limitations of sales
quotas

Module 5: Planning and Hiring Sales Personnel 5 Hours

Determining specific requirements of the sales personnel, Sales personnel selection process:
Sourcing the candidates, Screening the candidates, Selection test, Background check, Personal
interview, Letters of recommendation, Physical examination, Making the employment offer

Module 6: Training and Motivating the Sales Force 6 Hours


Purpose Importance, Benefits and Types of sales training- Induction training, Follow-up or
refresher training, Training by the manufacturer to the distributor's sales force, customers,
technology-based training methods, role playing, on-the-job training, Designing the training
program- product knowledge, market knowledge, attitude training, Implementing the training
program, Evaluating training programs, Reference to Motivational theories, Motivation and
Productivity of the Sales Force, Effect of Personal Characteristics on Sales Force Motivation:
Competitor, Achiever, Ego-driven, Service-oriented, Sales motivational mix, Motivating the Sales
Personnel at Different Stages of their Career: Exploration stage, Establishment stage,
Maintenance stage, Disengagement stage

Module 7: Compensating Sales Personnel 4 Hours

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JSSCMS JSS Science and Technology University MBADM 2020-22

Balancing the needs of personnel, managing effects of time, Characteristics of compensation


plans: Fairness, Flexibility, incentive and motivation, direction of efforts towards company
objectives, Ease of administration and comprehension, Types of compensation plans- Straight
salary, Straight commission plans, Combination salary plans, designing compensation plans,
Implementing compensation plans, Sales contests, Sales force expenses: Expense plans, Types of
expense plans, Fringe benefits.

Module 8: Leading and Evaluating Sales Force Performance 6 Hours


Reference to Elements of sales analysis, Steps, Variations and Problems in sales analysis, Sales
audit: Marketing cost analysis: Types of costs, Procedure for cost analysis, Marketing audit:
Procedure for a marketing audit, Components of a marketing audit, Profitability analysis: Break-
even analysis, Capital budgeting tools, Principles of analysis: Iceberg principle, Cross-
classifications, Determinants - Internal Factors, External Factors- Information Sources for
Evaluation, Criteria for the Evaluation, Establishing Performance Standards, Methods of Sales
Force Evaluation-Essays, Rating Scales, Forced Choice Method, Ranking

Module 9: Personal Selling 6 Hours

Personal selling and its fit in the promotional mix, Characteristics of personal selling, Roles of
Personal Selling, the evolution of personal selling, Advantages, Importance of Personal Selling,
Difference Between Selling and Marketing, sales channels, trends in personal selling, Forms of
personal selling, Personal Selling Approaches, The Sales Process

Recommended Reading
1. Sales Management–Charles M Futrell - Thomson Learning -6th edition
2. ABC’s of Relationship Selling Through Service –Charles M Futrell
3. Personal Selling-Building Customer Relationship –Rolph E. Anderson, Alan J. Dubinskt
4. Fundamentals of Selling –Charles M Futrell
5. Selling and Sales Management –David Jobber and Geoff Lancaster–7th edition
6. Cracking the Sales Management Code – Jason Jordan Michelle Vazzana

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) IV
Subject Code: Subject Name: Credit Distribution
L-4 T-0
P-0
MBADM404 PROJECT MANAGEMENT FOR
DIGITAL MARKETING FIRMS CIE
50
SEE
50

Block 1: Introduction and Real Options

Module 1: Importance of Project management 4 Hours


Module 2: Type of organization structures 4 Hours
Module 3: Organization structure and their implications for project management 4 Hours
Module 4: Role of Project Manager 4 Hours
Module 5: Options Thinking- real options for project selection 4 Hours
Module 6: Acceptance and modification of projects 4 Hours

Block 2: SDLC

Module 7: Project planning – Project Life cycle – Project scope 4 Hours


Module 8: Work Breakdown structure, Scheduling of events 4 Hours
Module 9: Estimation of durations, cost and resources required for the activities. 4 Hours
Module 10: Various reasons, possible benefits and different alternatives for reducing project
duration. 4 Hours

Block 3: Resource Scheduling and, Risk Management Agile Project Management, Monitoring
and Control
Module 11: Use of resources such as people, material, equipment and working capital. 4 Hours
Module 12: Resource Smoothing Problem and the Resource Limitation problem 4 Hours
Module 13: Critical Chain Project Management (CCPM) 4 Hours
Module 14: The Program Evaluation and Review Technique (PERT) including a Simulation
approach to finding the distribution of the project completion time is covered 3 Hours
Module 15: The manifesto and agenda for agile project management 3 Hours
Module 16: Audit and Closure of projects 3 Hours
Module 17: Synthesis and Cases Analyzed. 3 Hours

References:

 Information Technology Project Management Book by Kathy Schwalbe

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Elective MBA(Digital Marketing) IV
Subject Code: Subject Name: Credit Distribution
L-3 T-0 P-0
MBADM405 AFFILIATE MARKETING & GOOGLE
ADSENSE CIE
50
SEE
50

Block 1: Understanding Affiliate Marketing

Module 1: Definition and importance of Affiliate marketing in current scenario. Changing


dimensions of Advertising and business promotion. Business of Monetisation of Business
promotion. Understanding the changing demography of users. 8 Hours
Module 2: Media management and Data driven promotion. Identification of Affiliate partners.
Channels of Affiliate marketing. Creating an affiliate program. Product attributes, idea and target
audience. 6 Hours
Module 3: Targeting the online customer - DIY and unboxing videos, paid reviews, blogs,
complimentary products, Webinars, Training of usage of products, TV Time, product previews,
Email and SMS burst with links, Discount codes on click, free coupon online stores. 6 Hours
Module 4: Monetisation of Affiliate Marketing – Data metrics, Pay-per-View, pay-per-click.
Conversion rate. 6 Hours
Module 5: Affiliate Partner – Identifying the right mix for customer. Creating a sustainable
program and managing. 6 Hours

Block 2: AdSense
Module 6: Google AdSense: Google as affiliate partner and business catalyst. Understanding
Google AdSense Business model. Identifying specific demography of users. Choosing the right
mix of ads. Advertising in search engine. SEO (Search Engine optimisation), priority
Advertisement, right mix of search-words. Tweaking of business promotion by understanding
google analytics and data research. 12 Hours

Block 3: Administration
Module7: Internal administration – integration of products. User sensitivity, blocking and
unblocking of advertisements. Analysis of SEO data. Synthesis and Exercises. 4 Hours

References:
 Google Ad words for Beginners: A Do-It-Yourself Guide to PPC Advertising, By Cory
Rabazinsky, 2015
 Introduction to Programmatic Advertising, By Dominik Kosorin, 2016
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JSSCMS JSS Science and Technology University MBADM 2020-22

 Blogging: A Practical Guide to Plan Your Blog: Start Your Profitable Home-Based Business
with a Successful Blog By Jo and Dale Reardon, 2015
 Affiliate marketing: A complete guide step by step to how to join the affiliate marketing
business by Mark J. Cooper
 Affiliate Marketing: Learn How to Make $10,000+ Each Month on Autopilot. by Michael
Ezeanaka

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Elective MBA(Digital Marketing) IV
Subject Code: Subject Name: Credit Distribution
L-3 T-0 P-0
MBADM406 ANALYTICS-WEB AND GOOGLE
CIE
50
SEE
50

A) Block 1: Introduction
Module 1: Data Collection, Web logs and Java Script Tags, Key Metrics, Behaviour Analysis,
Outcomes Analysis and experience analysis. 6 Hours
Module 2: Making Web Analytics Actionable, Context, Creating high impact executive
Dashboard, Customer Segmentation. 6 Hours
B) Block 2: Integrating with Website
Module 3: Web Analytics, Measurement metrics Accounts and Profiles, Analytic Reporting,
Sorting, Filter and Time chart, Audience Segmentation 6 Hours
Module 4: Traffic and Behaviour Reports, Goals and Conversion Reports, Developing Intelligence
Report 6 Hours
Module 5: Google Webmaster Tool, setting it up for SEO and Integrating, Google Indexing, Search
Traffic and links, Site Map and Site Links, Managing Security Issues 6 Hours
C) Block 3: Multi Channel Attribution
Module 6: Linear Attribution Model, Last interaction/last click and First Interaction/First Click
Attribution Model 6 Hours
Module 7: Time Decay Attribution Model, Position Based Attribution Model, how to connect
offline with online. 6 Hours
D) Block 4: Universal Analytics and Competitive intelligence
Module 8: Panel based and ISP –Based Measurement, Browser Toolbar and Benchmarking Data,
Remarketing Code. 6 Hours
Case Study – Conversion Tracking Through URL builder- A Hotel Brand

References:
 Web Analytics 2.0 by Avinash Kaushik
 In The Plex: How Google Thinks, Works, and Shapes Our Lives -Kindle Edition- Steven Levy
 The Big Data-Driven Business by Russell Glass & Sean Callahan

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Elective MBA(Digital Marketing) IV
Subject Code: Subject Name: Credit Distribution
L-0 T-0 P-1
MBADMLB1 LAB: LINKEDIN AND TWITTER
CIE
MARKETING 50
SEE
50

Block 1: Introduction to LinkedIn – The hub of B2B Networking LinkedIn Strategy


Module 1: Why it is important to have LinkedIn presence
Module 2: Build a Robust Company page on LinkedIn
Module 3: Leverage Paid Ads and Sponsored Updates
Module 4: Use Advanced Searching and who viewed your Profile
Module 5: Sales leads generation using LinkedIn

Block 2: Content Strategy


Module 6: The In – Demand Content is Industry insights
Module 7: Creating Showcase pages, Engaging by Updating Products and Services
Module 8: LinkedIn PULSE
Module 9: LinkedIn analytics, Updates, Followers and Visitors
Module 10: How is LinkedIn Targeting different from Facebook

Block 3: Twitter Marketing: Getting Started with Twitter


Module 1: Twitter Building Blocks
Module 2: Twitter in India, how is Twitter different?
Module 3: Building a content Strategy, Best Practices, Twitter Calendar
Module 4: Twitter Usage, when to use Twitter, Customer Service

Block 4: Twitter Ads


Module 5: Campaign Types
Module 6: Targeting Audience Options
Module 7: Targeting Best Practices
Module 8: Twitter Ads Pricing, Metrics

Block 5: Twitter Analytics


Module 9: Twitter Tools and Tips for Marketers
Module 10: Live Streaming Tool
Module 11: Some management Tools
Module 12: Some Monitoring Tools
Module 13: Case Study Mercedes Benz (2011) Pg 254 Digital Marketing by Seema Gupta

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JSSCMS JSS Science and Technology University MBADM 2020-22

References:

 Twitter Marketing build a cult like following – Bryan Sharpe


 Digital Marketing By Seema Gupta
 Twitter Marketing : How to grow twitter account to 1 MILLION FOLLOWERS in the first 6
months, by Pamella Russell
 The Tao of Twitter , Revised and expanded new edition by Mark Schaefer
 Twitter Power: How to Dominate Your Market One Tweet at a Time – Joel Comm
 LinkedIn: How to Build Relationships and Get Job Offers Using LinkedIn: by Robbie Abed
 LinkedIn for Personal Branding: The Ultimate Guide Kindle Edition by Sandra Long
 LinkedIn Marketing in 2018 and Beyond: by Amar Ghose
 LinkedIn Marketing: An Hour a Day by Viveka von Rosen
 Socialnomics: How Social Media Transforms the Way We Live and Do Business – Erik
Qualman

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) IV
Subject Code: Subject Name: Credit Distribution
L-0 T-0 P-1
MBADM4WS1 WORKSHOP : CREATIVE, DESIGN
CIE
THINKING AND SKILL 50
DEVELOPMENT SEE
50

Creative, Design Thinking and Skill Development is a course about developing you as thinkers,
your sense of play while building a wide range of skills that will help you creatively navigate
through life.
Lab Objectives
 Understand The nature of human creativity and innovation,
 How creativity and design thinking help business to solve complex problems,
 The process and tools of design thinking,
 Different creativity and design processes and how it can be used to generate better ideas,
 How to use a variety of tools to help validate your ideas to improve their chances for
impact, and skill development

Module 1 What is creativity, innovation and design


The core concepts of creativity, design and innovation
Module 2: Creativity Myths, Mistaken beliefs about creativity and why they’re dangerous
Module 3: Creative people, creative organizations
Ideas and tools to help both people and organisations work more creatively
Module 4: Impact and purpose
Measuring impact and the value created through creativity
Module 5: Design thinking for innovation
The role of empathy in the design thinking process and the tools we can use
Module 6: How do we learn what people want?
How we ensure learning fits people's needs
Module 7: Experiments
Designing and executing experiments for value creation
Module 8: Distributed creativity: How diversity and collaboration through networks support the
creativity process
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JSSCMS JSS Science and Technology University MBADM 2020-22

Module 9: Moving from ideas to impact


Bring the ideas presented in this course together and show how organizations can create impact
from ideas
Module 10: Plenary Case analysis of all types of skills recognized and understood for
development: A Synthesis

References:
 The Principles of Beautiful Website Design, 2nd Edition – Jason Beaird / Sitepoint
 The On-Demand Brand: 10 Rules for Digital Marketing Success – Rick Mathieson
 Creative thinking by Rod Jenkins

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) IV
Subject Code: Subject Name: Credit Distribution
L-0 T-0
P-1
MBADM4PT2 PLACEMENT TRAINING
CIE
100
SEE
0

APTITUDE ESENTIALS
Sl Duration in TRAINER /
Topic Name Sub-Topics
No Hours FACULTY
1 Hour
- Pre-assessment (Online)

EXTERNAL EXPERT TRAINER /VENDOR


a. Number system
b. Power cycle
1 Numbers system c. Remainder cycle 2
d. Factors, Multiples
e. HCF and LCM
a. Speed Reading
Strategies
2 Reading comprehension 2
b. RC - Types and Tackling
Strategies
a. Linear Arrangement
b. Circular Arrangement
Data arrangements and
3 c. Multi-dimensional
Blood relations 2
Arrangement
d. Blood Relations
a. Work with different
efficiencies
4 Time and work b. Pipes and cisterns
c. Work equivalence 2
d. Division of wages
a. Subject-Verb Agreement
b. Modifiers
c. Parallelism
5 Sentence correction d. Pronoun-Antecedent
2
Agreement
e. Verb Time Sequences
f. Comparisons

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JSSCMS JSS Science and Technology University MBADM 2020-22

g. Prepositions
h. Determiners
a. Coding and Decoding
Coding & decoding, b. Series
Series, Analogy, Odd
6 c. Analogy 2
man out and Visual
reasoning d. Odd Man Out
e. Visual Reasoning
a. Percentages as Fractions
and Decimals
b. Percentage Increase /
Percentages, Simple Decrease
7 interest and Compound c. Simple Interest
interest
d. Compound Interest 2
e. Relation Between Simple
and Compound Interest
a. Pro-active thinking
b. Reactive thinking
(signpost words, root words,
Sentence completion and prefix suffix, sentence
8
Para-jumbles structure clues)
c. Fixed jumbles 2
d. Anchored jumbles
a. Clocks
Clocks, calendars, b. Calendars
9 Direction sense and
Cubes c. Direction Sense 2
d. Cubes
a. Basics of time, speed
and distance
b. Relative speed
Time, Speed and
10 c. Problems based on trains 2
Distance
d. Problems based on boats
and streams
e. Problems based on races
a. Vocabulary Demystified
b. Synonyms and Antonyms
11 Vocabulary c. Word Analogy 2
d. Miscellaneous
Vocabulary
a. Data Interpretation –
Tables
Data interpretation and b. Data Interpretation - Pie
12
Data sufficiency Chart
c. Data Interpretation - Bar
2
Graph

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JSSCMS JSS Science and Technology University MBADM 2020-22

d. Data Sufficiency
a. Basic terminologies in
profit and loss
Profit and loss, b. Partnership
13 Partnerships and
averages c. Averages 2
d. Weighted average
e. Mixtures and alligations
a. Definite and Indefinite
Articles
b. Omission of Articles
Articles, Prepositions and c. Prepositions
14
Interrogatives
d. Compound Prepositions
2
and Prepositional Phrases
e. Interrogatives
a. Fundamental Counting
Principle
b. Permutation and
Combination
Permutation, c. Computation of
15 Combination and Permutation
Probability d. Circular Permutations 2
e. Computation of
Combination
f. Probability
a. Ratio
b. Proportion
16 Ratio and Proportion c. Variation 2
d. Simple equations
e. Problems on Ages
a. Logical Connectives
b. Syllogisms
c. Venn Diagrams –
2
Logical connectives, Interpretation
17 Syllogism and Venn
diagrams
d. Venn Diagrams - Solving

a. Active Voice and Passive


18 Voices and Speech Voice b. Direct Speech and 2
Indirect Speech

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JSSCMS JSS Science and Technology University MBADM 2020-22

Post-assessment 1 Hour
-
(Online)
Total Duration 36 Hours

INTERVIEW ESENTIALS
TRAINER /
Sl.no Duration
FACULTY
· Importance of GD
round
· Skills assessed in
GD round
· How to ace GD
Group discussion - · Dos and don’ts of a
1 2 Prof Yuvaraj
Basics GD
· Idea generation
techniques
· One mock GD
participated by 12 volunteer
students, facilitated by the
trainer
· Self-introduction
practice
· Body language –
Personal Interview - 2 Prof Aruna
2 especially grooming
Basics Adarsh
– for personal interview
· Personal interview –
FAQs discussion
· How to write a good
and impressive
Resume
· Important aspects of Prof M
3 Resume writing - Basics 2
an impressive Pradeep
Resume
· Sample template and
formatting ideas
Total Duration 6 Hours

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JSSCMS JSS Science and Technology University MBADM 2020-22

Nature Area Semester


Core MBA(Digital Marketing) IV
Subject Code: SUBJECT NAME: CREDIT DISTRIBUTION
L-0 T-0
P-3
MBADM4PW1 PROJECT WORK (RESEARCH BASED
CIE
PROJECT WORK) 50
SEE
50

The project work starts immediately after 3rd Semester exams and report needs to be submitted
at the end of the term has been clearly enunciated in this syllabus with some changes updated
in class regarding the modalities of conducting research based project work in Marketing
oriented organizations as a teams of three students instead of individual work. The objective is
get them to achieve practical training of working as teams and contribute using their talents as
they achieve the assignment/Task given to them by the respective Organisations, further the
evaluation for the project work is based on collective performance as teams and is then
translated as individual scores based on their performance.

Block 1: Synopsis

Module 1: Students will need to prepare a comprehensive synopsis which details the Objective,
Problem statement, Research design and method of analysis, and must develop a Time plan for
the project
Module 2: Start Date of work and completion date and all the activities scheduled should be
presented to the college to their respective guides.
Module 3: Progress Report Schedules

Block 2: Monthly Progress

Module 4: Submission of monthly progress reports


Module 5: Verification of objective of project report

Block 3: Final submission

Module 6: Submission of report and viva evaluation


Module 7: Certification

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