Unit I: Introduction
Digital Marketing: concept, scope and significance; Traditional Marketing Vs Digital
Marketing; Evolution of Digital Marketing; Challenges and opportunities for digital
marketers; Digital Marketing Landscape in India; Terminologies used in Digital
Marketing – Mobile Marketing, Email Marketing, Content marketing, Social Media
Marketing, Influencer Marketing, Affiliate Marketing, Content Management System
(CMS), Web Analytics, Search Engine Optimization, PPC, CPC, Link building, cookies.
Unit II: Digital Marketing Process
Digital Marketing Plan and Strategy: Consumer Decision journey, Segmenting &
Customizing messages; POEM Framework; tools of digital advertising: Display
Advertising, Social Media Advertising; Digital metrics Buying Models- CPC, CPM, CPL,
CPA, fixed Cost/Sponsorship.
Unit III: Social Media Marketing
Fundamentals of Social Media Marketing, significance, and tools of Social Media
Marketing; Building a Successful strategy; Facebook, Twitter, LinkedIn, Instagram
and Snapchat Marketing: basics, different types of Ad formats, setting up Ad Account,
audience & types, Content Creation, content Strategy, Designing Advertising
campaigns, Apps, Live, Hashtags.
Unit IV: Search Engine Optimization (SEO) and Web Analytics
Search Engine Optimization (SEO): concept, history, functions, phases, techniques,
keywords; Googlebot (Google Crawler).
Web Analytics: Introduction, scope, functions, significance; Analysis vs intuition; Social
Media Analytics- Facebook insights, Twitter analytics, Youtube analytics, Social Ad
analytics /ROI measurement. Common mistakes analysts make while using Web
analytics tools.
