Marketing Domain : Digital Marketing & Marketing Communications
Teacher
Dr. Sisir Ranjan Dash
Category
Domain Courses
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Course Name : Digital Marketing and Marketing Communications
Code(Credit) : CUMM2364(2-0-2)
Course Objectives
- To gain knowledge about promotions and its application in real world
- To understand various concepts and importance of digital marketing and to visualize its various application in diverse areas of sales & marketing.
Course Outcomes
After completion of the course students will
- CO1: enumerate, explain and apply the concepts of promotions and marketing communications for achieving sales and marketing goals of the organization; formulate effective promotional campaigns for different organizations.
- CO2: know, examine and implement digital marketing concepts for achieving sales and marketing goals of the organization and formulate effective digital marketing campaigns for different organizations.
COS COURSE OUTCOMES MAPPING COS WITH POS (High-3; Medium-2; Low-1) CO1 Enumerate, explain and apply the concepts of promotions and marketing communications for achieving sales and marketing goals of the organization; formulate effective promotional campaigns for different organizations. PO2(3), PO3(2), PO4(3), PO9(3) CO2 Know, examine and implement digital marketing concepts for achieving sales and marketing goals of the organization and formulate effective digital marketing campaigns for different organizations. PO2(3), PO3(2), PO4(3), PO9(3)
Course Syllabus
Module: I
Media Planning and Strategy: Growth and Importance of Media, Meaning and Role of Media Planning, Media, Plan, Market Analysis, Media Objectives, Developing and Implementing Media Strategies, Evaluating the effectiveness. Print media and Outdoor Media: Characteristics of the press, Basic media concepts, Newspapers, Magazines, Factors to consider for magazine advertising, Packaging, Out-of-home Advertising, Directory Advertising. Broadcast Media: Meaning of Broadcast Media, Radio as Medium, Television as Medium
Module: II
Advertising Design: Appeals, Message Strategies & Execution Framework: Advertising Design, Advertising Theory, Types of Advertising Appeals, Structure of an Advertisement, Message Strategies, Cognitive strategies, Execution Strategies, Creating an Advertising, Advertising Effectiveness. Copywriting: Meaning and Definition of Copywriting, The Copywriter, Copywriting for Print, Copywriting, guidelines, Radio Copywriting, TV Copywriting, Writing for the Web, Tips for writing good web content.
Module: III
Google Adwords: Understanding Adwords, Keyword planning and control, Creating ad campaigns, text ads, ad groups, bidding strategy on location, schedule and devices, Linking Google Analytics to Adwords. Youtube Marketing: Google pages for youtube channels, managing a youtube channel, branding watermarks, channel analytics.
Module: IV
Digital Marketing Planning and Structure: Understanding traffic, leads, domains, website and flow, Strategic design of homepage, pricing page, portfolio, gallery and contact us page and other pages, SEO, use of Google Analytics, website auditing, wordpress website, Facebook Marketing: Designing profiles and pages, Creating facebook ads, targeting audience for facebook ads, budgeting for facebook ads.
References Recommended:
Books
- Ahuja, Vandana, Digital Marketing, Oxford University Press
- Kazmi&Batra – Advertising and sales Promotion, Excel Books
Journals:
- Harvard Business Review
Links to websites:
Session Plan
Session 1
Session 01:
Appeals, Message Strategies & Execution Framework: Advertising Design, Advertising Theory
YouTube Video:
Click Here for Video 01
Click Here for Video 02
Text Book:
Kazmi&Batra – Advertising and sales Promotion, Excel Books
Instructor’s PPT
Module_3_1_Marketing_Communications_Final
Additional Readings:
Blog/Whitepaper:
Click Here for Video 02
Topics to be discussed:
Appeals, Message Strategies & Execution Framework: Advertising Design, Advertising Theory
Session 2
Session 02:
Types of Advertising Appeals, Structure of an Advertisement, Message Strategies, Cognitive strategies, Execution Strategies
YouTube Video:
Click Here
Text Book:
Kazmi&Batra – Advertising and sales Promotion, Excel Books
Instructor’s PPT
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Types of Advertising Appeals, Structure of an Advertisement, Message Strategies, Cognitive strategies, Execution Strategies
Session 3
Session 03:
Creating an Advertising, Advertising Effectiveness
YouTube Video:
Click Here
Text Book:
Kazmi&Batra – Advertising and sales Promotion, Excel Books
Instructor’s PPT
Click Here
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Creating an Advertising, Advertising Effectiveness
Session 4
Session 04:
Meaning and Definition of Copywriting, The Copywriter, Copywriting for Print, Copywriting, guidelines
YouTube Video:
Click Here
Text Book:
Kazmi&Batra – Advertising and sales Promotion, Excel Books
Instructor’s PPT
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Meaning and Definition of Copywriting, The Copywriter, Copywriting for Print, Copywriting, guidelines
Session 5
Session 05:
Radio Copywriting, TV Copywriting, Writing for the Web, Tips for writing good web content
YouTube Video:
Click Here for Video 01
Click Here for Video 02
Text Book:
Kazmi&Batra – Advertising and sales Promotion, Excel Books
Instructor’s PPT
Module_3_4_Marketing_Communications_Final
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Radio Copywriting, TV Copywriting, Writing for the Web, Tips for writing good web content
Session 6
Session 06:
Growth and Importance of Media, Meaning and Role of Media Planning, Media, Plan, Market Analysis, Media Objectives
YouTube Video:
Click Here
Text Book:
Kazmi&Batra – Advertising and sales Promotion, Excel Books
Instructor’s PPT
Module_4_1_Marketing_Communications_Final
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Growth and Importance of Media, Meaning and Role of Media Planning, Media, Plan, Market Analysis, Media Objectives
Session 7
Session 07:
Developing and Implementing Media Strategies, Evaluating the effectiveness.
YouTube Video:
Click Here
Text Book:
Kazmi&Batra – Advertising and sales Promotion, Excel Books
Instructor’s PPT(To be shared)
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Developing and Implementing Media Strategies, Evaluating the effectiveness.
Session 8
Session 9
Session 09:
Factors to consider for magazine advertising, Packaging, Out-of-home Advertising, Directory Advertising
YouTube Video:
Click Here
Text Book:
Kazmi&Batra – Advertising and sales Promotion, Excel Books
Instructor’s PPT
Module_4_2_Marketing_Communications_Final
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Factors to consider for magazine advertising, Packaging, Out-of-home Advertising, Directory Advertising
Session 10
Session 10:
Meaning of Broadcast Media, Radio as Medium, Television as Medium
YouTube Video:
Click Here for Video 01
Click Here for Video 02
Text Book:
Kazmi&Batra – Advertising and sales Promotion, Excel Books
Instructor’s PPT(To be shared)
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Meaning of Broadcast Media, Radio as Medium, Television as Medium
Session 11
Session 11:
Project Session:
Form a group of 3 to 5 members. Choose an organization, a trader or a brand. Find out the different media options presently adopted by the organization, trader or brand. Then identify the various media options available for it and find out the expected expenditure for adopting each of the options. Make a annual media plan for the chosen organization, trader or brand and orally present it to complete this project. Additionally, submit a project report of not less than 10 pages in prescribed format.
Session 12
Session 12:
Project Session:
Student Presentation
Session 13
Session 13:
Project Session:
Student Presentation
Session 14
Session 14:
Project Session:
Student Presentation
Session 15
Session 15:
Project Session:
Student Presentation
Session 16
Session 16:
Understanding traffic, leads, domains, website and flow
YouTube Video:
Click Here for Video 01
Click Here for Video 02
Text Book:
Ahuja, Vandana, Digital Marketing, Oxford University Press
Instructor’s PPT
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Inbound vs Outbound Marketing, Content Marketing, Understanding Traffic, Understanding Leads, Strategic Flow for Marketing Activities. WWW, Domains, Buying a Domain, Website Language & Technology, Core Objective of Website and Flow, One Page Website
Session 17
Session 17:
Strategic design of homepage, pricing page, portfolio, gallery and contact us page and other pagesStrategic design of homepage, pricing page, portfolio, gallery and contact us page and other pages
YouTube Video:
Click Here for Video 01
Click Here for Video 02
Text Book:
Ahuja, Vandana, Digital Marketing, Oxford University Press
Instructor’s PPT
Additional Readings:
Blog/Whitepaper:
Click Here
Click Here
Topics to be discussed:
Strategic Design of Home Page, Strategic Design of Products & Services Page, Strategic Design of Pricing Page, Portfolio, Gallery and Contact Us page, Call to Action (Real Engagement Happens), Designing Other PagesMODULE_1_1_Digital Marketing
Session 18
Session 18:
Project Session:
Form a group of 3 to 5 members. Choose your organization or, if you are not employed, a company you are particularly interested in and show the website of the company to 8-10 people, then ask them to navigate in the website. Could people comfortably find the different pages in the website? What interests people in the website? Please reflect on what you learned doing this exercise in just a few sentences. You need to submit at least 200 words to pass this project.
Session 19
Session 19:
SEO, use of Google Analytics, website auditing, wordpress website
YouTube Video:
Click Here for Video 01
Click Here for Video 02
Text Book:
Ahuja, Vandana, Digital Marketing, Oxford University Press
Instructor’s PPT
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
SEO Overview, Google Analytics Tracking Code, Website Auditing, Designing Wordpress Website
Session 20
Session 20:
Project Session:
List out the keywords used in the website chosen by you and your group members in the previous project session. Then start putting those keywords in google search engine and record the frequency in which your chosen website has come in the list suggested by gooogle. Record the position of website in comparison to websites suggested by google in MS Excel. You need to submit a graphical representation of it by use of MS Excel to pass this project.
Session 21
Session 21:
Designing profiles and pages, Creating facebook ads
YouTube Video:
Click Here
Text Book:
Ahuja, Vandana, Digital Marketing, Oxford University Press
Instructor’s PPT
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Profiles and Pages, Business Categories, Getting Assets Ready, Creating, Facebook Pages, Page Info and Settings, Facebook Page Custom URL, Invite Page Likes, Scheduling Posts, Facebook Events, Insights Reports, Competitor's Facebook Page, Ban User on Facebook Page, Connect with Twitter.
Session 22
Session 22:
Targeting audience for facebook ads, budgeting for facebook ads
YouTube Video:
Click Here for Video 01
Click Here for Video 02
Text Book:
Ahuja, Vandana, Digital Marketing, Oxford University Press
Instructor’s PPT
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Facebook Ad Campaigns: Organic v/s Paid, Defining Ad, Objective, Performance Matrix, Ad Components, Designing Creative Image, Facebook Ad Structure, Setting Up Facebook, Ad Account, Create Ad –Targeting, Create Ad –Budgeting, Create Ad –Creative, Boosting Page Posts, Page Promotion, Video Promotion
Session 23
Session 23:
Project Session:
Form a group of 3 to 5 members. Choose an organization, a trader or an individual, give them a offer that you will create a facebook page for them. Collect information on the organization, trader or individual and create a facebook page.
Session 24
Session 24:
Project Session:
After creating the facebook page, invite page likes, schedule posts.
Session 25
Session 25:
Project Session:
Design a creative image or video.
Session 26
Session 26:
Project Session:
Boost page posts by using the creative image or video you have created, Define the target audience before you boost the post.
Session 27
Session 27:
Understanding Adwords, Keyword planning and control
YouTube Video:
Click Here for Video 01
Click Here for Video 02
Text Book:
Ahuja, Vandana, Digital Marketing, Oxford University Press
Instructor’s PPT
Module_2_1_Digital_Marketing_Final
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Understanding Adwords, Google Ad Types, Pricing Models, Keywords Control,
Session 28
Session 28:
Creating ad campaigns, text ads, ad groups
YouTube Video:
Click Here for Video 01
Click Here for Video 02
Text Book:
Ahuja, Vandana, Digital Marketing, Oxford University Press
Instructor’s PPT
Module_2_2_Digital_Marketing_Final
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Creating Ad Campaigns, Creating Text Ads, Creating Ad Groups
Session 29
Session 29:
bidding strategy on location, schedule and devices, Linking Google Analytics to Adwords
YouTube Video:
Click Here
Text Book:
Ahuja, Vandana, Digital Marketing, Oxford University Press
Instructor’s PPT
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Bidding Strategy on Schedule, Bidding Strategy on Devices, Conversion Tracking Code, Linking Google Analytics to Adwords
Session 30
Session 30:
Project Session:
Form a group of 3 to 5 members. Register as students in Google Ad Grants. Google Ad Grants works just like Google Ads online advertising, by displaying the message to people who are searching for nonprofits. Take the 30 days Google Ad Grants Challenge with your professor and start promoting the non profit organization allotted to you.
Session 31
Session 31:
Project Session:
Google Ad Grants Project
Session 32
Session 32:
Project Session:
Google Ad Grants Project
Session 33
Session 33:
Project Session:
Google Ad Grants Project
Session 34
Session 34:
Project Session:
Google Ad Grants Project
Session 35
Session 35:
Project Session:
Google Ad Grants Project
Session 36
Session 36:
Project Session:
Google Ad Grants Project
Session 37
Session 37:
Project Session:
Google Ad Grants Project
Session 38
Session 38:
Project Session:
Google Ad Grants Project
Session 39:
Project Session:
Google Ad Grants Project
Session 40
Session 40:
Project Session:
Google Ad Grants Project
Session 41
Session 41:
Google pages for youtube channels, managing a youtube channel
YouTube Video:
Click Here
Text Book:
Ahuja, Vandana, Digital Marketing, Oxford University Press
Instructor’s PPT
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Video Flow, Google Pages for YouTube Channel, Verify Channel, Associated Website Linking, Custom Channel URL, Channel ART, Channel Links, Uploading Videos, Creating Playlists
Session 42
Session 42:
branding watermarks, channel analytics
YouTube Video:
Click Here
Text Book:
Ahuja, Vandana, Digital Marketing, Oxford University Press
Instructor’s PPT
Click Here
Additional Readings:
Blog/Whitepaper:
Click Here
Topics to be discussed:
Channel Navigation, Video Thumbnail, Redirect Traffic to Website, Post Upload Enhancements, Live Broadcasting, Managing Playlists, Managing Comments, Managing Messages, Paid YoutubeChannel, Channel Analytics, Real Time Analytics
Session 43
Session 43:
Project Session:
Form a group of 3 to 5 members. Create a Youtube channel for anyone of this: advertisements, video songs, colleges and universalities, hospitals and nursing homes, movie trailers, tourist places etc. Name the channel, make an introduction video and upload it.
Session 44
Session 44:
Project Session:
Download at least 30 videos from Youtube and upload it in your channel. Create the playlist.
Session 45
Session 45:
Project Session:
Create subscribers to your channel and track the analytics.
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Case Studies
Case Studies
Our Main Teachers
MA (Economics), MBA (Marketing Management), UGC-NET Qualified in Management, Ph. D. (Management), Certified in Consumer Behavior, Brand, Customer Relationship and Marketing Management (IIM, Bangalore), 15 Years Experience in Academics and Research, Author of 24 articles out of which 09 are archived in SCOPUS, Author of 02 books published in Lambert Academic Publishing (LAP), Germany