MC4015 Digital Marketing Syllabus:
MC4015 Digital Marketing Syllabus – Anna University PG Syllabus Regulation 2021
COURSE OBJECTIVES:
To understand the difference between Traditional Marketing and digital Marketing
To understand and analyze the search engine functions
To develop a deep knowledge about the Digital marketing platforms and the theoretical aspects of creating a website
To analyze inbuilt tools for digital Marketing
UNIT I INTRODUCTION TO DIGITAL MARKETING
What is Digital Marketing- Need of Digital Marketing-Digital Marketing Platforms – Understanding digital marketing process- Difference between Traditional Marketing and digital Marketing- tools of Digital marketing – Advantage of Digital Marketing-Digital Marketing Manager Role and functions – How we use both Digital & Traditional Marketing
UNIT II WEBSITE & SEARCH ENGINE
Website –Hosting and Domain– Different platforms for website creation- Introduction to SERP What are search engines- How search engines work- Major functions of a search engine- What are keywords -Different types of keywords- Google keyword planner tool.
UNIT III MISC TOOLS- GOOGLE WEBMASTER TOOLS
Site Map Creators- Browser-based analysis tools-Page Rank tools-pinging & indexing tools Dead links identification tools- Open site explorer Domain information/ whois tools- Quick sprout
UNIT IV LEAD MANAGEMENT & DIGITAL MARKETING
Web to lead forms- Web to case forms- Lead generation techniques- Leads are everywhere Social media and lead gen Inbuilt tools for Digital Marketing-Ip Tracker- CPC reduction (in case of paid ads) Group posting on Social Media platforms
UNIT V TRENDING DIGITAL MARKETING SKILLS
Search Engine Optimization(SEO)-Search Engine Marketing(SEM).-Social Media Marketing/Optimization- Email Marketing. Website :Product Marketing- Content Writing. Marketing the created content online Copywriting- Blogging- Local Marketing. Google Ad Words – Campaign Management- PPC Advertising- Affiliate Marketing. Mobile and SMS Marketing- Marketing Automation-Web Analytics- Growth Hacking
SUGGESTED ACTIVITIES:
1. Subscribe to a weekly/quarterly newsletter and analyze how it’s content and structure aid with the branding of the company and how it aids its potential customer segments.
2. Perform keyword search for a skincare hospital website based on search volume and competition using Google keyword planner tool.
3. Demonstrate how to use the Google Web Masters Indexing API
4. Discuss an interesting case study regarding how an insurance company manages leads.
5. Discuss negative and positive impacts and ethical implications of using social media for political advertising.
6. Discuss how Predictive analytics is impacting marketing automation.
TOTAL: 45 PERIODS
COURSE OUTCOMES:
CO1:To gain insight on the concept of digital marketing and the role of a digital manager.
CO2:To understand and administer the website and the search engines.
CO3:To understand how to use MISC and Google Webmaster tools.
CO4:To understand the concepts of lead management and digital marketing.
CO5:To gain knowledge on the latest digital marketing trends
REFERENCES
1. Chaffey, D. (2019). Digital marketing strategy, Implementation and Practice. Pearson
2. Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis. ∙
3. Kaufman, I., & Horton, C. (2014). Digital marketing: Integrating strategy and tactics with values, a guidebook for executives, managers, and students. Routledge.
4. Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65-73.
5. Dodson, I. (2016). The art of digital marketing: the definitive guide to creating strategic, targeted, and measurable online campaigns. John Wiley & Sons.