JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objective:

• To provide an understanding of the basic concepts of Digital Marketing.
• To highlight the importance of various channels of Digital Marketing
• To impart knowledge of various aspects of marketing in digital era.
• To elucidate the various aspects in search engine marketing and online advertising.
• To highlight the impact of social media on marketing.

Course Outcome

Students will be able to:

• Understand Evolution of digital marketing, its strategies and platforms.
• Learn the relevance of digital marketing channels.
• Learn the significance of digital marketing.
• understand the relevance of online advertising.
• Understand the methods of measuring the digital media performance.

UNIT - I: Understanding Digital Marketing

Concept, Need and Scope of Digital Marketing,

Comparison of Marketing and Digital Marketing, Components of Digital Marketing, Benefits of Digital Marketing, Digital Marketing Platforms and Strategies, 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. Marketing in the Digital Era: Segmentation: Importance of Audience Segmentation, Use of Digital Media by different Segments. Organizational Characteristics, Purchasing Characteristics, Using Digital Media for 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 (SEM) and Online Advertising

Importance of SEM,

Understanding Web Search: Key Words, HTML Tags, Inbound Links. Online Advertising vs. Traditional Advertising. Payment Methods of Online Advertising: CPM (Cost-per-Thousand) and CPC (Cost-per- click). Display of 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:

• Dinesh Kumar, Marketing in the Digital Age, Sage Publications, 2021.
• Annmarie Hanlon, Digital Marketing: Strategic Planning & Integration, Sage Publications, 1e, 2019.
• Chuck Hemann & Ken Burbary, Digital Marketing Analytics, Pearson, 2e, 2018.
• Judy Strauss & Raymond Frost, E-Marketing, Pearson, 2016.
• 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.  34 MBA MARKETING ELECTIVE