Digital and Social Media Marketing

Course Name: Digital and Social Media Marketing

Code and Credit: CUTM1937 (0-0-2)

Course Objectives

• To provide students with a comprehensive understanding of digital marketing and social media strategies.
• To equip students with the knowledge and skills necessary to plan, execute, and evaluate effective digital marketing campaigns across various social media platforms.
• To apprise the students on the latest trends, tools, and techniques in the field of digital marketing and develop the ability to leverage digital channels to reach target audiences and achieve marketing objectives.

Course Outcomes

Session Plan

Session 1: Introduction to Digital Marketing

• Introduction to digital marketing and its importance
• Evolution of digital marketing and current trends
• Digital marketing strategies and their impact on business

Session 2: Market Research and Consumer Behavior Analysis

• Conducting market research for digital marketing
• Analyzing consumer behavior and identifying target audiences
• Segmenting and targeting strategies in digital marketing

Session 3: Website Development and Optimization

• Website planning and design principles
• Search engine optimization (SEO) techniques
• User experience (UX) design for websites

Session 4: Search Engine Marketing (SEM) and Pay-Per-Click (PPC) Advertising

• Introduction to search engine marketing (SEM)
• Google Ads and Bing Ads platforms
• Keyword research and ad campaign optimization

Session 5: Social Media Marketing Strategies

• Introduction to social media marketing (SMM)
• Developing social media marketing objectives and strategies
• Creating and managing social media profiles and pages

Session 6: Content Marketing and Copywriting

• Developing effective content marketing strategies
• Creating compelling and shareable content
• Copywriting techniques for digital marketing

Session 7: Social Media Advertising

• Advertising on popular social media platforms (e.g., Facebook, Instagram, Twitter)
• Targeting and segmentation options in social media advertising
• Ad campaign setup, optimization, and measurement

Session 8: Email Marketing and Automation

• Developing email marketing campaigns
• Email marketing platforms and tools
• Automation and personalization in email marketing

Session 9: Influencer Marketing and Brand Advocacy

• Influencer marketing strategies and campaigns
• Identifying and partnering with influencers
• Building brand advocacy and user-generated content

Session 10: Analytics and Performance Measurement

• Introduction to digital marketing analytics
• Key performance indicators (KPIs) and metrics
• Data analysis and reporting for digital marketing campaigns

Session 11: Digital Marketing Ethics and Legal Considerations

• Ethical practices in digital marketing
• Privacy and data protection regulations
• Intellectual property rights and copyright issues

Session 12: Emerging Trends in Digital Marketing

• AI and machine learning in digital marketing
• Voice search optimization and smart speaker marketing
• Augmented reality (AR) and virtual reality (VR) in digital marketing

Reference Books

1. Digital and Social Media Marketing: A Results-Driven Approach (2020); Aleksej Heinze, Gordon Fletcher, Tahir Rashid, and Ana Cruz; Routledge.
2. Social Media Marketing (2020); Tracy L Tuten; Sage Publications
3. Digital Marketing (2023); Satinder Kumar and Supreet Kaur; Taxmann

4. Social Media Marketing 2021 and Digital Marketing: The Complete Online Business, Social Media Agency and Personal Brand Workbook for Beginners to Turn your Online Presence into a Money Making Machine (2021); Michael Branding; My Publishing Empire Ltd

Reference Material

Ultimate Guide to Digital Marketing