Marketing Domain : Digital Marketing and Marketing Communications

Teacher

Dr. Sisir Ranjan Dash

Category

Domain Courses

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Course Name : Marketing Domain: Digital Marketing and Marketing Communications

Code(Credit) : CUMM2364(2-0-2)

Course Objectives

  • CO1. To understand various concepts and importance of digital marketing and to visualize its various application in diverse areas of sales & marketing.
  • CO2. To gain knowledge about advertisement and its application in real world

Learning Outcomes

After completion of the course students

  • LO1. Will be able to know, examine and implement digital marketing concepts for achieving sales and marketing goals of the organization.
  • LO2. Will be able to formulate effective digital marketing campaigns for different organizations.
  • LO3. Will be able to enumerate, explain and apply the concepts of advertising and marketing communications for achieving sales and marketing goals of the organization.
  • LO4.Will be able to formulate effective advertising campaigns for different organizations.

Course Syllabus

Module: I

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.

 

Module: II

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: III

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: IV

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

 

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:

www.hbr.org

Session Plan

Session 1

Session 1:
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(To be shared)

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 2

Session 2:
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(To be shared)

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 Pages

Session 3

Session 3:

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 4

Session 4:
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(To be shared)

Additional Readings:
Blog/Whitepaper:
Click Here

Topics to be discussed:
SEO Overview, Google Analytics Tracking Code, Website Auditing, Designing Wordpress Website

Session 5

Session 5:

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 6

Session 6:
Designing profiles and pages, Creating facebook ads

YouTube Video:
Click Here

Text Book:
Ahuja, Vandana, Digital Marketing, Oxford University Press

Instructor’s PPT(To be shared)

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 7

Session 7:
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(To be shared)

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 8

Session 8:

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 9

Session 9:

Project Session:
After creating the facebook page, invite page likes, schedule posts.

Session 10

Session 10:
Project Session:
Design a creative image or video.

Session 11

Session 11:
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 12

Session 12:
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(To be shared)

Additional Readings:
Blog/Whitepaper:
Click Here

Topics to be discussed:
Understanding Adwords, Google Ad Types, Pricing Models, Keywords Control,

Session 13

Session 13:
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(To be shared)

Additional Readings:
Blog/Whitepaper:
Click Here

Topics to be discussed:
Creating Ad Campaigns, Creating Text Ads, Creating Ad Groups

Session 14

Session 14:
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(To be shared)

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 15

Session 15:

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 16

Session 16:
Project Session:
Google Ad Grants Project

Session 17

Session 17:
Project Session:
Google Ad Grants Project

Session 18

Session 18:
Project Session:
Google Ad Grants Project

Session 19

Session 19:
Project Session:
Google Ad Grants Project

Session 20

Session 20:
Project Session:
Google Ad Grants Project

Session 21

Session 21:
Project Session:
Google Ad Grants Project

Session 22

Session 22:
Project Session:
Google Ad Grants Project

Session 23

Session 23:
Project Session:
Google Ad Grants Project

Session 24

Session 24:
Project Session:
Google Ad Grants Project

Session 25

Session 25:
Project Session:
Google Ad Grants Project

Session 26

Session 26:
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(To be shared)

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 27

Session 27:
branding watermarks, channel analytics

YouTube Video:
Click Here

Text Book:
Ahuja, Vandana, Digital Marketing, Oxford University Press

Instructor’s PPT(To be shared)

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 28

Session 28:
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 29

Session 29:
Project Session:
Download at least 30 videos from Youtube and upload it in your channel. Create the playlist.

Session 30

Session 30:
Project Session:
Create subscribers to your channel and track the analytics.

Session 31

Session 31:
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(To be shared)

Additional Readings:
Blog/Whitepaper:
Click Here for Video 02

Topics to be discussed:
Appeals, Message Strategies & Execution Framework: Advertising Design, Advertising Theory

Session 32

Session 32:
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(To be shared)

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 33

Session 33:
Creating an Advertising, Advertising 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:
Creating an Advertising, Advertising Effectiveness

Session 34

Session 34:
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(To be shared)

Additional Readings:
Blog/Whitepaper:
Click Here

Topics to be discussed:
Meaning and Definition of Copywriting, The Copywriter, Copywriting for Print, Copywriting, guidelines

Session 35

Session 35:
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(To be shared)

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 36

Session 36:

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(To be shared)

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 37

Session 37:
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 38

Session 39:
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(To be shared)

Additional Readings:
Blog/Whitepaper:
Click Here

Topics to be discussed:
Factors to consider for magazine advertising, Packaging, Out-of-home Advertising, Directory Advertising

Session 40

Session 40:
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 41

Session 41:

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 42

Session 42:
Project Session:
Student Presentation

Session 43

Session 43:
Project Session:
Student Presentation

Session 44

Session 44:
Project Session:
Student Presentation

Session 45

Session 45:
Project Session:
Student Presentation

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    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