Course Title: DIGITAL MARKETING L T P/S SW/F TOTAL

W CREDIT
Course Code: MKTG718 UNITS
3 - - - 3
Credit Units:Three

Course Objectives: The course aims to make students aware about the current state of Virtual world, emerging digital technologies and have an understanding
on online value chain .An attempt will also be made to understand the legal and ethical implication of the digital world
Pre-requisites: Student should have basic understanding of marketing as well as basic knowledge about technology viz mobile working, internet etc. Student
should also be a keen learner about the virtual world and the complications involved in it.

Student Learning Outcomes: At the completion of the course, students will be able to

 Clear understanding about the working of digital marketing and how companies are cashing upon the virtual world.
 Be aware about the global presence and issues involved in digital marketing viz a viz strategies used by organization in the digital scenario

Course Contents/Syllabus:
Weightage (%)
Module I : Introduction 20
Descriptors/Topics
Overview of digital Marketing: Internet Basics: Internet, Intranet, Extranet, Portals, Web and Wireless. Concept of
Markets in virtual world, Understanding Online Customer Behaviour, The Virtual Value Chain: Marketplace vs. Market
space, Environmental factors impacting online activity

Module II: The Internet Marketing Mix 20

 Descriptors/Topics
Continuum of purely virtual to purely physical products- Product in the Internet Marketing Mix, Online product
presentation building a virtual brand, Price in the Internet Marketing Mix: Importance of price competitiveness to e-
Business, Online Distribution: logistical considerations, Online Promotion: reaching the e-consumer

Module III : E-CRM & Online Market Research 30

Descriptors/Topics
e-Customer Relationship Management: Concept of e-Loyalty, Relationship Capital, Internet strategies facilitating CRM,
Virtual Communities: Building Partnerships through Community – User-Generated
Content, Blogs

Module IV : Emerging Trends in Digital Marketing 15

Descriptors/Topics
Search Engine Optimization, Affiliate Marketing, Search engine Marketing, Email Marketing, Bluetooth Marketing,
Online Marketing, Podcasting, Blog Marketing, Social Media Marketing, Buzz Marketing

Module V: Legal and Ethical Issues 15

Descriptors/Topics
Privacy and Security Concern, Electronic Payment System, Different types of payment modes, e-cash, e-check, e-
money – E-Security, Global Issues in Digital Marketing

Pedagogy for Course Delivery: The course will be delivered by means of Lectures, case studies, Ppt presentations, and any other innovative technique that
can be used to explain the concepts and their applications.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

30 -
70
Theory Assessment (L&T):
Continuous Assessment/Internal Assessment End Term
Examination
Components (Drop Class Test Project Assignment Attendance
down)

Weightage (%) 10 10 5 5 70

Text & References:

 Chaffey, Chadwick, Johnston, Mayer, Internet Marketing,3rd edition, 2009, Pearson Publication
 Strass, El-Ansary, Frost , e-Marketing, 5th edition, Pearson Publication
 Carter-Brooks-Catalano-Smith, Digital Marketing for Dummies, Wiley Publication
 Godfrey Parkin, Digital Marketing: Strategies for Online Success, 2009, New Holland
 Urban, Digital Marketing Strategy: Text and Cases,1/e, 2004 Prentice Hall