JAIPURIA INSTITUTE OF MANAGEMENT

PGDM; TRIMESTER IV; ACADEMIC YEAR 2019-20

1. Course information

Course Code and title Digital Marketing (MKT411)

Credits 3
Term and Year IV (2019-20)
Course Pre-requisite(s) Fundamentals of Marketing
Course Requirement(s)
Course Schedule (day and time of class) 3 sessions per week
Classroom # (Location) All 24 sessions to be conducted in the Lab
Course Instructor
Course Instructor Email
Course Instructor Phone (Office)
Student Consultation Hours
Office location

2. Course Overview
With the increasing access to Internet and mobile technologies, more and more business
organizations have started to shift their marketing investments from traditional media and
radio/TV to Internet and mobile based initiatives under the banner of digital marketing. Global
digital marketing spend will cross 335.5 billion U.S. dollars by 2020. Nearly 51% of the world’s
population is using internet. Asia alone accounts for nearly 30% of this rapid growth. The nature
of digital marketing is constantly evolving and key issues change rapidly.

The course is divided into six modules. The various module deals with overview of Digital
Marketing, Building Blocks of a Website, Optimizing and Marketing with emphasis on SEO and
SEM, PPC campaigns, Social Media Marketing, Activation Content and Mobile Marketing and
Digital marketing strategies for new and established firms.

The Digital Marketing elective course is intended to help students understand and embrace the
special opportunities offered by the digital marketing world. As digitization permeates every
sphere of business, including government’s interaction with the public, gathering digital
marketing prowess and will enable young marketing managers to make a mark in the present
and future corporate world.
 3. Course Learning Outcomes

CL01. Apply marketing concepts in digital context (Knowledge)

CL02. Assess the digital marketing activities for business (Skill)
CLO3. Create an effective digital marketing campaign (Skill)

PLO-2 PLO-5
PLO-3
PLO-1 Demonstr PLO-4 Evaluate PLO 6
Apply PLO-8
Commu ate Develop the Discuss
relevant PLO-7 Demonst
nicate Leadershi an relationsh sustaina
concept Leverage rate
effective p and entreprene ip ble and
ual technolo capabilit
ly and Teamwor urial between ethical
framew gies for y as an
display k towards mindset business busines
orks for business Independ
inter- achievem for optimal environm s
effective decisions ent
personne ent of business ent and practice
decision learner
l skills organizati solutions organizat s
-making
onal goals ions
CLO X
1 (Interme
diate)
CLO
2
CLO X ( Low)
3

4. Mapping of CLOs with GAs

GA 1 GA 2 GA 3 GA 4 GA 5 GA 6 GA 7 GA 8
Self- Deep Critical Humility, Open Global Ethical Entrepren
Initiative discipline thinking Team- and outlook competen eurial and
knowledge and Building Clear cy and innovative
Problem and Commun sustainabl
solving Leadershi ication e mindset
p Skills

CLO 1 X
CLO 2

CLO 3 X

*Highlighted cell indicates the vital GAs

5. Reference Text and Internet Resources:

References

1. Digital Marketing, Seema Gupta, McGraw Hill Education; First edition 2017
2. Digital Marketing: Cases from India Paperback by Rajendra Nargundkar, Romi Sainy
3. Internet Marketing, Chaffey, Ellis-Chadwick, Johnston, Mayer, 3rd Edition
4. The Art of Digital Marketing, Ian Dodson, Wiley, 2017
5. Understanding Digital Marketing, Damiyan Ryan, Kogan Page, 4th Edition, 2016

Internet Resources
1. DM Report 2019 - https://wearesocial.com/global-digital-report-2019
2. Tech Trends 2019 - https://www2.deloitte.com/insights/us/en/focus/tech-
trends.html
3. Overdrive Social Media Map - https://www.ovrdrv.com/overdrive-releases-2019-
social-media-map/
4. http://www.businessofapps.com/ads/cpi/
5. https://www.socialmediaexaminer.com/16-twitter-tools-for-social-media-
marketers/
6. https://www.socialmediaexaminer.com/6-tips-to-improve-facebook-posts/
7. http://brief.promaxbda.org/article/social-media-case-study-red-bull-stratos
8. https://business.instagram.com/success/airbnb?locale=en_GB
9. www. Clickz.com: helps in creating successful Internet marketing campaigns
10. www. imanetwork.org: provides a knowledge-sharing platform for internet
marketing professionals
*Additional resources may also be provided.

6. Assessment Tasks

Assessment Item Description Weightage CLO

Discussion Forum Online Discussion Forum to be created and 20 1

OR Quiz students will be given marks based on active
participation. (it can be on FB, Twitter, Blog, or
WhatsApp Group)
OR
Class Participation Marks shall be generated on
the basis of following things –
1. Your active engagement in lab sessions in
class
2. Your creation of Blog & Facebook page
and generating Discussion and Comments
 on your page (By the end of the course
minimum 500 views along with minimum
5 posts are required)
1
Quiz: MCQs or Moodle based two quizzes will be
conducted.

Case / Campaign Digital Marketing Strategy/ Campaign Analysis 20 2

Analysis (Group
Project) Identify a digital campaign currently run by any
brand and do the strategy / campaign analysis. It is
a group assignment. Choose your brand /
organization and inform the instructor in advance
to avoid the overlap.

Team Project Team project on Website and Social Media driven 20 3

Marketing Campaign for one club in the college or
own business or any NGO requiring Digital
Marketing services

Team project is a major assignment in this course

as it evaluates team-work and team leadership as
well, in addition to innovative thinking in designing
digital marketing websites. The project is required
to be completed by a team of 5 – 6 students, with
one of them acting as group leader. Each team will
represent a ‘consulting organization’ which is
bidding for a Website Requirement and Social
Media Marketing project.
Students would design and create a base level
website. Use free and paid methods to promote
your business online through the website (use
Facebook and Google Adwords), FB page, Twitter
Handle, You tube channel and Blog around your
business giving the same feel, you start anywhere.

The project requires each team to work on and

present:
 1. Identification of various categories of website
users and their persona development
2. Identifying involvement of these users in
various marketing activities carried out by the
website
3. Designing journey maps for various categories
of users in order to optimize their ‘interaction
experience’
4. Perform Audience Modeling, Conceptual
Design, and Implementation Design for the
website
5. Present all the above in a 10 slides and a
working website, FB page, twitter handle, you
tube channel, and Blog.

Students have to share the link of their website

with faculty and with peers to ensure
transparency in its functioning.

Project Presentation: Each group would be

required to give a presentation on the project on
the date and time allotted to them. The Students
will be evaluated on the basis of their
understanding of the work done and their level of
involvement in the group project.

End Term This will be a combination of cases; application 40 1

based situational questions and conceptual
questions

CLO mapping with assessments

7. Session Plan

Session Topic Pedagogy/ Session Learning CLO

readings / cases Outcomes

Module I: Introduction to Digital Marketing

Session Topic Pedagogy/ Session Learning CLO
readings / cases Outcomes

1. -Discussion of Course Outline Student should 1

be able to
-Discussion on Course Expectations appreciate the
Class discussion importance of
-Discussion of Assessments digital marketing

-Digital Marketing Overview

2. -Differentiating digital from We are social / Students should 1
traditional marketing Overdrive able to
annual report differentiate
- Scope and overview between the CB
of online versus
offline platform

3. -Digital Marketing Mix Class Activity / Students should 1

(Online Branding) Discussion be able to
understand the
digital marketing
mix

4. -Online consumer behavior Students should 1

be able to
Paid / Owned / Earned Media understand the
(POEM) online consumer
behavior
Online Reputation Management
Module II: Building Blocks of a Website

5. Hands-on Session -Designing an Familiarize with Students should 3

Effective Website WIX (free to be able to apply
-Creating your website download online the learning of
-Content creation, navigation, tool) the class in
creative website creation
6. Hands-on Session - Familiarize with Students should 3
-Building an effective website WIX (free to be able to apply
-How to make a website on a low download online the learning of
budget tool) the class in
website creation
Session Topic Pedagogy/ Session Learning CLO
readings / cases Outcomes

7. Guest Session- Class interaction Students should 2

Topical Session such as Social Media with industry learn from the
challenges or Search Engine Mktg, guest experience
or Fake news etc. sharing
Module III: Search Engine Optimization (SEO) and Search Engine Marketing
8. -How SEO works – on page and off Article Students should 1
page optimization analyze the best
SEO
practices/techni
ques deployed
by organization
9. -SEM overview, Display Ads E-book Students should 1
- Pay per click (PPC) appreciate the
various Display
properties
10. - Google Adwords E-book Students should 1
familiarize with
Google Adwords
and Keywords
11. Web Analytics Web link Appreciate the 2
importance of
Analytics
Module IV: Social Media Marketing Tools and Mobile Marketing
12. -Purpose and benefits of Social Reading Analyze and 1,3
Media Marketing (SMM) http://www.soci apply SMM
almediaexamine techniques on
r.com/6-tips-to- Web project a
improve-
-Facebook and Twitter Marketing facebook-posts/
Strategy

Campaign
caselets : Latest
Facebook
campaign
Session Topic Pedagogy/ Session Learning CLO
readings / cases Outcomes

13. Hands-on Session - http://www.soci Students should 3

almediaexamine exhibit the
r.com/16- understanding of
-Facebook and Twitter Marketing twitter-tools-for- FB and Twitter
Strategy Implementation social-media- as business
marketers/ platform and
should use them
Campaign in the project
caselets: Latest
Twitter
Campaign

14. Hands-on Session - http://www.soci 3

almediaexamine Students should
-Insta and Linkedin Marketing r.com/9- exhibit the
Strategy linkedin- understanding of
marketing-tips/ LinkedIn as
business
https://business. platform and
instagram.com/s should use them
uccess/airbnb?lo in the project
cale=en_GB
15. Youtube http://brief.pro Advantages of 3
maxbda.org/arti Mobile and
cle/social- Youtube
media-case- marketing
study-red-bull-
stratos
16. -Mobile Marketing Case on SEO or Students should 1,2
Case Study 1 Analytics or exhibit the
Social Media or understanding of
Mobile concepts and
equivalent apply correctly
Module V: Leveraging Digital Marketing Channels
17. Digital Marketing Campaign for a Group Website 3
Club at the Institute Discussion / showcasing and
Project evaluation
Presentations
18. Digital Marketing Campaign for a Group Website 3
Business / Startup Discussion / showcasing and
evaluation
Session Topic Pedagogy/ Session Learning CLO
readings / cases Outcomes

Project
Presentations
19. Digital Marketing Campaign for an Group Website 3
NGO Discussion / showcasing and
Project evaluation
Presentations
20. Guest Session: Reading Learning the law 1
- Topical session such as : http://www.wiki and ethical
- Security & Legal Issues or Data how.com/Integr practices in DM
Privacy etc. ate-a-Payment-
Gateway-Into-a-
Website
21. Affiliate Marketing Why affiliate 1
marketing is
done by
organization to
gain competitive
edge.
22. -Email marketing How email 1
marketing is
used for creating
effective
promotional
sense
23. Case Study 2 Case on Email 2
Mktg or Affiliate, Students should
or equivalent exhibit the
understanding of
concepts and
apply correctly
Module VI: Digital for Competitive Advantage
24. Latest Technologies - Chatbots, AI, Handout Differentiating 1
Machine Learning, Voice based and Group Exercise between new
Image based Search , block chain e.g Paytm and old business
versus for deploying DM
Digital Strategies for new and old Established strategies
Business Brand
8. Institute’s Policy Statements
It is the responsibility of every student to be aware of the requirements for this course, and
understand the specific details included in this document. It is emphasized that this course
requires a significant commitment outside of formal class contact. The learning tasks in this
course may include classes (lectures or seminars), required reading, the preparation of answers
to set questions, exercises and problems, and self-study. In addition, students may be required
to complete an assignment, test or examination.
LMS-Moodle/Impartus:
LMS-Moodle/Impartus is used to host course resources for all courses. Students can download
lecture, additional reading materials, and tutorial notes to support class participation.

Late Submission
Assessment tasks submitted after the due date, without prior approval/arrangement, will be not
be accepted. Requests for extension of time must be made with the faculty member concerned
and based on Special Consideration guidelines.

Plagiarism:
Plagiarism is looked at as the presentation of the expressed thought or work of another person
as though it is one's own without properly acknowledging that person.

Cases of plagiarism will be dealt with according to Plagiarism Policy of the institute. It is advisable
that students should read student handbook for detailed guidelines. It is also advisable that
students must not allow other students to copy their work and must take care to safeguard
against this happening. In cases of copying, normally all students involved will be penalised
equally; an exception will be if the student can demonstrate the work is their own and they took
reasonable care to safeguard against copying.

9. RUBRICS FOR ASSESSMENT

RUBRICS for Team Project

Rubrics for Report

CRITERIA (2.5 marks DEVELOPING APPROACHING PROFICIENT
each) (0-1) PROFICIENCY (2.5)
(1.5-2)
Level of Content A few concepts have Several concepts have Almost all concepts
Coverage been covered been covered have been covered
Analysis and Poor quality of Good Analysis Demonstrated
Suggestions Analysis. Very basic however lacking Comprehensive
level of Suggestions correlation with Analyses. Correlated
unrelated to Analysis suggestions with Quality
Suggestions
RUBRICS for Presentation
CRITERIA DEVELOPING PROFICIENT ADVANCED
(5 marks each) (0-2) (3-4) (5)
Content and A few of the concepts seem Many of the concepts Most of the
Organisation of clear and students are are clear and concepts are clear
Presentation (Group unable to comprehend the understood by students. and understood by
level) same. Lacks application of They are able to apply the students. They
conceptual frameworks. many of the conceptual are able to apply
frameworks. almost all of the
conceptual
frameworks.
Overall Defense of The student seemed The student explained a The student was
the Presentation confused and seemingly few concepts of able to clearly
(Individual level) unable to defend the presentation but largely defend all the
presentation during Q/A. appeared unable to arguments and
offer clear reasoning. questions raised
and offered
justifications to the
satisfaction of class.

RUBRICS for Discussion Forum

Excellent Good Fair
Points 8 – 10 Points 5 – 7 Points 1 - 4
Exemplary Proficient Minimal
The answers on the Majority of concepts are Many of the concepts are
discussion forum shows that clear and understood by not clear and not
most of concepts are clear student. understood by student.
and understood by the
student.

RUBRICS for Quiz

Excellent Good Fair
Points 8 – 10 Points 5 –7 Points 1-4
Exemplary Proficient Average

Most of concepts are clear
and understood by the
student. The students has
grasped the basic concepts
of the course.
Majority of concepts are Few concepts are clear
clear and understood by and understood by
student. student but lacks in
The student is able to clearly comprehensiveness or
define and differentiate completeness.
between key concepts but
lacks practical application or
fails to relate in to real life
examples.
RUBRICS for Case / Campaign Analysis (Group Project):
CRITERIA DEVELOPING PROFICIENT ADVANCED

(10marks each) (0-4) (4-7) (8-10)

Ability to comprehend Student demonstrates Student does Student does

a given marketing some basic demonstrate reasoning demonstrate reasoning
situation understanding but with original thought with original thought
depth of conceptual on a few concepts. on a larger portion of
comprehension largely concepts with
underdeveloped. sufficient evidences.

Quality of Analysis Neither critical review Critical analysis and Critical analysis and
nor analysis is done nor review is done but review is done which is
are any suggestions limited or no also supported by
provided. suggestions are some suggestions
provided

RUBRICS FOR End Term

Poor Fair Good Excellent
Points 0-8 Points 9-20 Points 21-30 Points 31 – 40
UNSATISFACTORY MINIMAL PROFICIENT EXEMPLARY

Hardly any concepts are
clear and student is
unable to understand the
same.
Lacks Application of key
concepts or frameworks
Some of the concepts Most of concepts are Almost All concepts
are clear and clear and understood by are clear and
understood by student. Is able to apply understood by the
student. Is able to and analyze a many of student. Is able to
apply and analyze a the conceptual apply and analyze a
few of the conceptual frameworks. almost all of the
frameworks. conceptual
frameworks.

Digital Marketing Footnotes :

A. What Should Students Learn :
Key advantages of Digital, How Digital is a great equalizer, possible pitfalls
B. What students are prepared for
Google Adwords, Social Media Campaign Launch, SEO

C. What should students become

Digital Marketing and Social Media management roles, DM Client Management roles,
Management trainee in Digital Marketing Agencies, Corporate Communication roles