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LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI

Post Graduate Diploma in Management- Trimester-V

Course Code: 125211


Academic Session: 2015-16

Course Title: Digital & Social Media Marketing


Instructor: Samant S Priya

Course Objectives
The world of digital media is changing at a phenomenal pace. Constantly evolving
technologies, and the way people are using them, are transforming not just how we access
our information, but how we interact and communicate with one another on a global scale.
Drawing from the fields of marketing, communication, sociology, and statistics, students will
learn about the digital & social media tools that are currently shaping our lives and changing
how we interact with the world.
Course Content
Mod
ule
No.
I

Session
No./s
1-2

Topic & Reading/s


Overview of Digital Marketing
Strategies & practices for effective use of digital marketing; Digital
marketing channels; Use of digital marketing to develop brands, drive
sales, encourage product and service development and innovation
Readings
Efraim Turban, David King, Electronic Commerce 2012- Managerial &
Social Network Perspectives, Ch 8
Dave Chaffey, E Business & E Commerce Mgmt.Implementation & Practice, , Pearson 2015, 5th edition - Ch 1, 8

Strategy,

P.T.Joseph , E Commerce-An Indian perspective, , PHI 2013, 4 th editionCh 4


Article
Edwin van Bommel, David Edelman, and Kelly Ungerman, Digitizing the
consumer decision journey, June 2014, McKinsey& Co
II

3-5

Social Media Marketing, Web 2.0, Introduction to Web 3.0 & Web 4.0
Social media marketing planning; Goals and strategies; Identifying target
audiences; Rules of engagement for social media; Online PR and reputation
management
Web 2.0 components: Blogging, Live Chat, User Generated Content
1

(Wikipedia etc.), Multi-media - Video (Video Streaming, YouTube etc.),


Multi-media - Audio & Podcasting (iTunes etc.), Multi-media Photos/Images (Instagram etc.), Google Alerts (Brand, product and service
monitoring online), Crowdsourcing
Readings
Efraim Turban, David King, Electronic Commerce 2012- Managerial &
Social Network Perspectives - Ch 2, 7
Barker M, Barker D, Bormann, Neher, Social Media Marketing-A
Strategic Approach, Cengage 2013, 1st edition- Ch 1, 2, 3, 4, 5, 6, 7, 8, 9
Liana Li Evans, Social Media Marketing: Strategies for engaging in
Facebook, Twitter & other social media, Pearson 2012- Ch 2,3,4,5
Damain Ryan, Calvin Jones, Understanding Digital Marketing, Marketing
Strategies for Engaging the Digital Generation, Kogan Page India 2014 -Ch
8
Cases
Chennai Express- The Digital & Social Business of Bollywood,
Persistent systems
Efraim Turban, David King, Johnson & Johnson uses new media
marketing (pg 450-451), Electronic Commerce 2012- Managerial &
Social Network Perspectives
Articles
Chrysanthos Dellarocas, Online reputation system, MIT Sloan
Management Review, Spring 2010, vol. 51 no. 3
Reputation: How it is built and maintained, and the role of PR- A report
by MSLGROUP India, a part of Publicis Group, and Eikona PR
Measurement
III

Email Marketing
E-mail as a vital component of digital marketing, E-mail formats, E-mail
design, Developing content for e-mail

IVe+

Blogs, Video & Audio (Podcasting) Marketing


How to achieve effective marketing with web video or audio (podcasting)
Creative planning, viewer/listener engagement, branding and messaging
Readings
Barker M, Barker D, Bormann, Neher, Social Media MarketingStrategic Approach, Cengage 2013, 1st edition- Ch 5, 6, 8

8-9

Social Networks
Benefits of marketing with social networks; Opportunities & challenges of
social networks- consumer and company perspective; Future of social
2

networks
Readings
Efraim Turban, David King, Electronic Commerce 2012- Managerial &
Social Network Perspectives, Ch 2, 7
Barker M, Barker D, Bormann, Neher , Social Media Marketing-A
Strategic Approach, Cengage 2013, 1st edition- Ch 10
Case
Efraim Turban, David King, F-Commerce: Business activities on
Facebook (pg 385-389), Electronic Commerce 2012- Managerial &
Social Network Perspectives
VI

10

Micro Blogging Twitter


Twitter as a marketing and PR tool how to use it for customer relations,
crisis management, corporate reputation, event coverage, product
promotions & sales, or issue advocacy.
Readings
Barker M, Barker D, Bormann, Neher , Social Media Marketing-A
Strategic Approach, Cengage 2013, 1st edition- Ch 11

VII

11

Discussion Boards, Social News and Q&A Sites


Marketing with discussion forums; Social news sites and Q&A Sites
Readings
Barker M, Barker D, Bormann, Neher, Social Media MarketingStrategic Approach, Cengage 2013, 1st edition- Ch 12

Case
Barker M, Barker D, Bormann, Neher, How business pioneers take
advantage of Quora, pg 249-253, Social Media Marketing-A Strategic
Approach, Cengage 2013, 1st edition- Ch 12
VIII

12-13

Mobile Computing and Location Marketing


Mobile computing; Smartphone growth and adoption; Mobile social
networking; Location based social network
Readings
Barker M, Barker D, Bormann, Neher, Social Media Marketing-A Strategic
Approach, Cengage 2013, 1st edition- Ch 13
Case
Barker M, Barker D, Bormann, Neher, Dunkin Donuts gets you running
with mobile marketing, pg 266-267, , Social Media Marketing-A
Strategic Approach, Cengage 2013, 1st edition- Ch 13
3

IX

14-15

Social Media Monitoring


Social media tracking and measurement; Qualitative key performance
indicators; The net promoter score; Return on investment; Social media
monitoring tools
Readings
Barker M, Barker D, Bormann, Neher, Social Media Marketing-A
Strategic Approach, Cengage 2013, 1st edition- Ch 14
Case
Barker M, Barker D, Bormann, Neher, Pfizer tracks and measures
adverse drug effects with Buzzmetrics, pg 298-300, , Social Media
Marketing-A Strategic Approach, Cengage 2013, 1st edition- Ch 14
Article
Hoffman, L Donna, Fodor Marek, Can you measure the ROI of your
social media marketing, MIT Sloan Management Review- Fall 2010, vol
52, no. 1
Social listening and KPI measurement, www.socialbakers.com

16

Search Engine Optimisation (SEO)


Importance of Search Engine Optimisation (SEO)
Techniques for effectively optimising web presence
Strategies for improving search engine ranking
Readings
Damain Ryan, Calvin Jones, Understanding Digital Marketing, Marketing
Strategies for Engaging the Digital Generation, Kogan Page India 2014, 3rd
edition-Ch 4
Efraim Turban, David King, Electronic Commerce 2012- Managerial &
Social Network Perspectives - Ch 8
Liana Li Evans, Social Media Marketing: Strategies for engaging in
Facebook, Twitter & other social media, Pearson 2012- Ch 36,37

XI

17

Mastering Google (Ad words Advertising, Analytics & Applications)


To explore how Google Ad words can be used effectively
Use of various applications
Readings
Efraim Turban, David King, Electronic Commerce 2012- Managerial &
Social Network Perspectives - Ch 8

18-20
4

Term paper presentations


Pedagogy
The classroom sessions will include discussions and presentations by the students on the
recommended readings, and assigned cases. Before attending each session, the students will
be expected to study the readings assigned for the day, and discuss the case lets in their
group. The readings will be discussed in the class, followed by presentations and discussions
on the case.
Updates in each session
www.socialbakers.com

www.socialsamosa.com

Evaluation Parameters
Term paper
Mid-term presentations
Case discussions
Class participation
End term examination

15 marks
15 marks
10 marks
10 marks
50 marks

Recommended Readings:

Barker M, Barker D, Bormann, Neher , Social Media Marketing-A Strategic


Approach, Cengage 2013, 1st edition

Damain Ryan, Calvin Jones, Understanding Digital Marketing, Marketing


Strategies for Engaging the Digital Generation, Kogan Page India 2014, 3rd
edition

E Business & E Commerce Mgmt.- Strategy, Implementation & Practice, Dave


Chaffey, Pearson 2015, 5th edition

Efraim Turban, David King, Electronic Commerce 2012- Managerial & Social
Network Perspectives , Pearson 2014 , 7th edition

E Commerce-An Indian perspective, P.T.Joseph, PHI 2013, 4th edition

Liana Li Evans, Social Media Marketing: Strategies for engaging in Facebook,


Twitter & other social media, Pearson 2012

Clara Shih, The Facebook Era: Tapping online, social networks to market, sell &
innovate, Pearson, 2012

Smith, PR & Zook, Ze, Marketing Communication: Integrating Offline & Online
with Social Media, 5th edition, Kogan Page 2011
5

Dave Evans, Social Media Marketing: An hour a day, Times Business Series, Wiley
India 2010

http://www.marketingteacher.com/digital-marketing/

https://cb.hbsp.harvard.edu/cbmp/pages/content/intromap-MBAmarketing#dm

http://www.alexbrownracing.com/teaching/social-media-evolution/

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