JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objective

The objective of this course is to understand the importance of digital marketing

and its applications.

Course Outcome

Students will be understand a) the applications of digital marketing in the

globalized market b) Channels of Digital Marketing c) digital marketing plan d)Search engine marketing e) Online Advertising

UNIT - I: Understanding Digital Marketing

Concept, Components of Digital Marketing, Need and

Scope of Digital Marketing, Benefits of Digital Marketing, Digital Marketing Platforms and Strategies, Comparison of Marketing and Digital Marketing, Digital Marketing Trends.

UNIT - II: Channels of Digital Marketing

Digital Marketing, Website Marketing, Search Engine

Marketing, Online Advertising, Email Marketing, Blog Marketing, Social Media Marketing, Audio, Video and Interactive Marketing, Online Public Relations, Mobile Marketing, Migrating from Traditional Channels to Digital Channels.

UNIT - II: Marketing in the Digital Era

Segmentation – Importance of Audience Segmentation, How

different segments use Digital Media – Organizational Characteristics, Purchasing Characteristics, Using Digital Media to Reach, Acquisition and Retention of new customers, Digital Media for Customer Loyalty.

UNIT - III: Digital Marketing Plan

Need of a Digital Marketing Plan, Elements of a Digital Marketing

Plan – Marketing Plan, Executive Summary, Mission, Situational Analysis, Opportunities and Issues, Goals and Objectives, Marketing Strategy, Action Plan, Budget, Writing the Marketing Plan and Implementing the Plan. .

UNIT - IV: Search Engine Marketing and Online Advertising

Importance of SEM, understanding

Web Search – keywords, HTML tags, Inbound Links, Online Advertising vs. Traditional Advertising, Payment Methods of Online Advertising – CPM (Cost-per-Thousand) and CPC (Cost-per-click), Display Ads - choosing a Display Ad Format, Landing Page and its importance.

UNIT - V: Social Media Marketing

Understanding Social Media, Social Networking with Facebook,

LinkedIn, Blogging as a social medium, Microblogging with Twitter, Social Sharing with YouTube, Social Media for Customer Reach, Acquisition and Retention. Measurement of Digital Media: Analyzing Digital Media Performance, Analyzing Website Performance, Analyzing Advertising Performance.

Suggested Readings:

• Michael Miller, B2B Digital Marketing, 1e, Pearson, 2014.
• Vandana Ahuja, Digital marketing, Oxford University Press 2015
• Michael R Solomon, Tracy Tuten, Social Media Marketing, Pearson, 1e, 2015.
• Judy Strauss & Raymond Frost, E-Marketing, Pearson, 2016
• Richard Gay, Alan Charles worth and Rita Esen, Online marketing – A customer led approach Oxford University Press 2007.
• Arup Varma, Pawan S. Budhwar, Angelo S. De Nisi, Digital Marketing, Wiley, 2016.