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1. Course Description

Course Objectives are:

· To sensitize the participants about the role of digital marketing in business and its relevance
· To provide in-depth knowledge on digital and social media marketing
· To understand how a marketer can plan, implement and measure a digital marketing strategy to create awareness, generate leads and drive sales
· To understand the integration of digital marketing initiatives with overall marketing plan
· To understand better ways to optimize digital spending and get the right return out of it



Pedagogy:

The course instructor will use mixed method pedagogy to teach in an effective way. Sessions will comprise of interactive classroom lectures, classroom exercises, quizzes, participant presentations and discussion, presentations by experts from academia/industry, and most importantly case study discussion. The instructor will use various case studies to make students understand how to deal with real-life marketing problems and how to use the digital marketing concepts to handle a difficult situation. Project work will constitute an important element of the learning pedagogy. The course will be very experiential, interactive, and crucial in nature for the participants.

2. Student Learning Outcomes

By the end of this course, participants should:

· Be able to understand the importance of digital marketing in the current era
· Become conversant with digital consumers behaviour
· Be able to understand how can a firm market its offering in the digital era
· Be able to understand how can a firm optimally combine digital and traditional marketing techniques to target consumers
· Be able to make effective decisions regarding digital and social media marketing across multiple channels
· Be able to create effective digital marketing strategies
By taking this course, the participants will obtain the necessary knowledge to help them keep pace with and stay ahead of the changing digital ecosystem.

3. Required Text Books and Reading Material

There is no particular prescribed text book. Reading materials for each session will be given to students. Some are mentioned in the outline. Additional reading materials will be provided.

Some Reference books are:

· Kotler, P., Kartajaya, H. and Setiawan, I. Marketing 4.0: Moving from Traditional to Digital, Wiley.
· Gay, R., Charlesworth, A. and Esen, R.. Online Marketing, Oxford University Press.
· Roberts, M. L. and Zahay, D. Internet Marketing: Integrating online and offline strategies, Cengage Learning.
· Wertime, K. and Fenwick, I. DigiMarketing: The Essential Guide to New Media and Digital Marketing, Wiley.
· Charlesworth, A. Internet Marketing: A Practical Approach, Butterworth-Heinemann.
· Miller, M. B2B Digital Marketing: Using the Web to Market Directly to Businesses, Pearson Education.
· Ryan, D. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page.
· Tuten, T.L. and Solomon, M.R. Social Media Marketing, Sage Publications.
· Additional handouts/case studies will be provided during the course.

4. Tentative Session Plan

Session No.	TOPIC	Readings and Cases**
1	Introduction to Digital Marketing (DM) Objectives: To learn -From traditional to digital marketing -DM strategies, applications and benefits -Different digital marketing channels -DM business models	R*: The changing face of marketing, Strategic Direction.
2	Branding using digital medium Objectives: To discuss -Interactive brand building -Brand value creation via internet -Creating differentiation through DM	R: Branding in the digital age: You’re spending your money in all the wrong places, HBR.
3-4	Understanding digital customer behaviour Objectives: To understand -Attributes of online buying behaviour -Online target marketing and customer acquisition -Influence of The Web experience -Customer Centricity through DM -Virtual communities	R: How to acquire customers on the web, HBR. R: The Power of Consumer Stories in Digital Marketing, MIT Sloan Management Review C*: Building a political brand
5-6	Search Engine Marketing Objectives: To learn -Search Engine Optimization -Pay per click -On-Page & Off-Page Optimization -Introduction to AdWords -Advanced AdWords -Keywords Analysis -Keywords Research -Google AdWords Strategies -Best Practices and Challenges in SEM	R: Branding in the Age of Social Media, HBR
7	Advertisement in digital world Objectives: To discuss -Digital display advertising -Impact of digital channels on integrated marketing communication -New ways of promotion -Leveraging the media mix -Different types of online ads -Google Adwords vs TV ads -Remarketing	R: The new science of viral ads, HBR.
8-9	Social Media marketing (SMM) Objectives: To learn -SMM for brand awareness creation -Social Networks, Blogging, Viral marketing -Increasing website traffic using social media(SM) -Online PR using social media -User generated content (UGC) -Social Media Listening and analysis -Facebook Ads; LinkedIn and Instagram Ad -Social commerce -SMM Metrics -Influencer Marketing -Youtube and Viral Marketing	R: An evolutionary roadmap to winning with social media marketing, Marketing Research. C: Starbucks
10-11	Direct Marketing -Permission Marketing and its levels -Email Marketing Mobile Marketing -Agility through Mobile Channel -Mobile marketing campaigns -Mobile Ads and Apps	R: Email’s social evolution, Marketing. C: Sephora
12	Content Marketing Objectives: To learn -Content Strategy -Inbound marketing -Viral content creation -Community based campaign	R: Your Content Marketing Strategy Doesn't Have to Be Complicated, Harvard Business Review Digital Article
13-14	Digital Marketing: Strategy and Planning Objectives: To understand -DM assessment and strategy formulation -Digitally integrated marketing plans -Planning and budgeting -Deciding channel mix - Value proposition	Case Discussion Article will be provided
15	Digital marketing Mix : Product, price, and place Objectives: To learn -Digital product -Pricing issue -Distribution on digital channels	R: A Dashboard for Online Pricing, California Management Review. R: Forget viral marketing-make the product itself viral, HBR
16	Online marketing research Objectives: To learn -Monitoring digital campaign -Online metrics -A/B Testing -Forecasting	Class-room Presentation Article will be provided
17	Digital Marketing: Measurement and Execution Objectives: To learn -Web development and Web traffic analysis -Google analytics -Conversion rate and its implication -Analyse the campaign effectively for greater ROI -Digital revenue generation models	R: The One Thing you must get right when building a brand, HBR.
18	Digital Marketing legal and ethical issues Objectives: To learn -Data Protection; Privacy & Security policies -Protection of Intellectual Property in digital age -Electronic Information and Confidentiality -Security, privacy, ethical and social challenges	C: Napster
18	The Future of Digital Marketing Objectives: To discuss -Future innovations in the digital platform and its impact on marketing -DM global landscape -Emerging trends and concepts	R: The Future of Shopping, HBR.
19-20	Course Wrap-up Project Presentation and Submission

*Note: R = reading, C =case, HBR= Harvard Business Review
**Note: Different articles, readings, and digital articles/readings will be provided as the course progresses. If the course will be in classroom-mode, students will receive hardcopy of reading materials. It the course will be in online-mode, digital readings will replace the hardcopies and accordingly the instructor will change the readings/articles.

5. Evaluation

Components	Weightage (in %)
Class Participation and Case Discussion	15
Quiz	15
Group Project Submission and Presentation	30
End-Term Exam	40
Total	100

Quiz:

One announced quiz will be conducted in the course.

Group Project Submission and Presentation:

To get a first-hand feel of the discipline of Digital Marketing, a project work is required to be done by the participants.

The Project: Develop an understanding of the digital marketing activities for any brand from FMCG/Semi durable/durable product category or service category and understand how this brand(s) are functioning in the virtual market. Explain about the integration of DM strategies with traditional marketing strategies. Compare the DM activities of the chosen brand to digital marketing strategies of two of its competing brands. In the second part of the project, participants also need to develop a proposed marketing planning, promotion and distribution for a new product or service to be introduced by the firm (hypothetical) and how digital platform can be used to market the product.

Presentation: A presentation will be made in class by participants on Session 19 & 20. An audio-visual presentation is preferred.

Submissions: Participants need to submit soft copy of the project work on the day of session 19, on or before 8.30 AM. Names of participants need to be mentioned over the document. No extension will be granted on the deadline. The written document should not exceed 20 A-4 typed pages, 12 pt font size and 1.5 spacing including annexure. Participants need to mention all the references properly.

End Term:

All the topics covered in the course will be part of the end term.

6. Academic Integrity

Participants are expected to read the recommended readings before joining class. It is expected that the participants will actively participate in class discussions. You are expected to maintain discipline and not indulge in any disruptive activities during the sessions. Participants involved in academic dishonesty will receive a zero mark on the particular component in which the violation occurred. Focus is on authenticity. Kindly refer to manual of policy for code of conduct.

Created By: Alora Kar on 08/18/2020 at 03:13 PM
Category: BM 19-21 T-V Doctype: Document