Syllabus
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Course Code: MCA-20-34 Course Name: Elective-III - (iii) Digital Marketing |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Introduction to Marketing, Importance and Scope of Marketing, Elements of Marketing - Needs, Wants, Demands, Consumer, Markets and Marketers; Marketing vs Sales. Introduction to Digital Marketing, Benefits & Opportunity of Digital Marketing, Inbound and Outbound Marketing, Content Marketing, Understanding Traffic, Understanding Leads, Digital Marketing use in 'Business to Business' (B2B), 'Business to Consumer' (B2C) and 'Not-for Profit' marketing | |
| 2 | Search Marketing (SEO): Introduction to Search Engine, Search Engine Optimization (SEO), importance of SEO for business websites, Search Results & Positioning, Benefits of Search Positioning, Role of Keywords in SEO, Meta Tags and Meta Description, On-page & Off-page optimization, Back Link, Internal & External Links, Ranking, SEO Site Map, Steps for B2B SEO and B2C SEO, Advantages & Disadvantages of SEO. Email Marketing: Introduction to Email Marketing, Elements of Email, Email List Generation, Email Structure, Email Delivery, Online Data Capture, Off Line data Capture, Creating an Email campaign, Campaign Measurement, Concept of A/B testing & its use in email marketing. | |
| 3 | Digital Display Advertising: Concepts, Benefits, Challenges, Ad Formats, Ad Features, Ad Display Frequency. Overview of Google AdWords. Social Media Marketing: Key Concepts, Different Social Media Channels – Facebook, YouTube, Twitter, Instagram, Business Page- Setup and Profile, Social Media Content, Impact of Social Media on SEO, Basic concepts – CPC, PPC, CPM, CTR, CR. Importance of Landing Page. How to create & test landing Pages. User Generated Content (Wikipedia etc.), Multi-media - Video (Video Streaming, YouTube etc), Multi-media - Audio & Podcasting (iTunes etc), Multimedia - Photos/Images (Flickr etc). |
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| 4 | Introduction to Mobile Marketing, Overview of the B2B and B2C Mobile Marketing, Use of Mobile Sites, Apps (Applications) and Widgets, Overview of Blogging Web Analytics: Introduction to Web Analytics, Web Analytics – Types & Levels, Introduction of Analytics Tools and it’s use case (Google Analytics and others), Analytics Reporting, Traffic and Behaviour Report, Evaluate Conversion. | |
