India has witnessed an exponential growth in the internet and mobile phones users during the recent decade. It has opened a wide range of communication tools for the individuals and organizations. Today, the communication through online platforms has become a key element of Integrated Marketing Communication strategy and changed the way how organizations communicate with their stakeholders. Organizations have started using internet and digital devices in their main marketing strategy in the form of digital marketing. Digital marketing is rapidly growing force in the present marketing domain and is set be the future of marketing. It has resulted in numerous opportunities and avenues for advertising and marketing both in domestic and international business environment.Therefore, there is a need to understand the fundamentals of Digital Marketing and to inculcate the skills of digital marketing among students. In this background, a course on Digital Marketing has been designed which aims to build conceptual foundation of digital marketing and to develop the students’ skills to plan, implement and monitor digital marketing campaigns in globalized environment. The target audience of this course is primarily students pursing MBA and other management related courses. However, anyone who wants to leverage the power of digital marketing in his business or profession may join this course.Prerequisites of the course are ; Basic Knowledge of internet and internet browsing Experimental and Analytical mindset , No Hardcore technical knowledge required to pursue this course.
COURSE LAYOUT Week 11:Introduction to Digital Marketing and its Significance 2: Traditional Marketing Vs Digital Marketing 3:Digital Marketing ProcessWeek 24:Website Planning and Development : Types of websites 5:Website Planning and Development : KeywordsWeek 36:Understanding Domain and Webhosting 7:Building Website/Blog using CMS WordPress 8:Using WordPress Plug-insWeek 49:Introduction to Search Engine Optimization 10:Keyword P lanner Tools 11:On Page SEO Techniques-Indexing and Key Word PlacementWeek 512:On Page SEO Techniques- Content Optimization 13:On Page SEO : Yoast SEO Plug-in 14:Off –Page SEO TechniquesWeek 615:Email Marketing- Introduction and Significance 16:Designing e-mail marketing campaigns using Mail ChimpWeek 717:Building E-mail List and Signup Forms 18:Email Marketing Strategy and Monitoring 19:Email –AutomizationWeek 820:Pay Per Click Advertising: Introduction21:Pay Per Click Advertising: Google Adword 22:Type s of Bidding strategiesWeek 923:Designing and Monitoring search campaigns 24:Designin g and Monitoring Display campaignsWeek 1025:Designing and Monitoring Video campaigns 26:Designin g and Monitoring Universal App CampaignsWeek 1127:Google Analytics : Introduction and Significance 28:Google Analytics Interface and Setup 29:Understanding Goals and ConversionsWeek 1230:Monitoring Traffic Behavior and preparing Reports 31:Social Media Marketing : Introduction and Significance 32:Facebook Marketing : Introduction Types of Various Ad FormatsWeek 1333:Setting up Facebook Advertising Account 34:Under standing Facebook Audience and its Types 35:Designing Facebook Advertising CampaignsWeek 1436:Working with Facebook Pixel 37:Twitter Marketing: Basics 38:Designing Twitter Advertising CampaignsWeek 1539:Introduction to LinkedIn Marketing 40:Developing digital marketing strategy in Integration form