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1. Course Description

Course Objectives are:

· To sensitize the participants about the role of Digital Marketing in business & its relevance
· To develop a hands-on in-depth understanding of the discipline
· To integrate digital marketing initiatives with other overall marketing plan
· To understand better ways to optimize digital spending and get the right return out of it


Pedagogy:

This course requires use of case method of instruction 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. In addition, the sessions will be a blend of interactive lectures, classroom exercises, quizzes and marketing games. Project work will constitute an important element of the learning pedagogy.

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 confident and conversant with the new and unique techniques to market products and services
· Be able to understand how can a firm market its offering in the digital era

· M. L. Roberts(2011). Internet Marketing, Cengage Learning. (IM)

Additional Reference books

· Gay, R., Charlesworth, A. and Esen, R. (2011). Online Marketing, Oxford. (OM)
· Wertime, K. and Fenwick, I. (2010) DigiMarketing: The Essential Guide to New Media and Digital Marketing, Wiley.
· Charlesworth, A. (2009), Internet Marketing: A Practical Approach, BH.
· Ryan, D. and Jones,C. (2011). Understanding Digital Marketing, Kogan Page.
· Additional handouts/case studies will be provided during the course.

4. Tentative Session Plan

Session No.	TOPIC	Readings
1	Introduction to Digital Marketing Objectives: To learn -Strategies in Digital Marketing -Different digital marketing channels -Internet: benefits and problems -10 Cs of internet marketers -Consumer adoption of internet	R: Ch 1 (IM) R: Making business sense of the Internet R: The changing face of marketing
2	Branding using new media Objectives: To discuss -Interactive brand building -Brand value creation via internet	R: Ch 6 (IM) R: Branding in the digital age: You’re spending your money in all the wrong places
3-4	Online advertisement Objectives: To learn -Advertising on the internet -Leveraging the media mix -Different types of online ads -Display advertising -Google Adwordsvs TV ads	R: Ch 6 (IM) R: The new science of viral ads C: Case to be decided
5-6	Understanding Internet customer Objectives: To understand -Understanding buyer behaviour -Online B2B and B2C buyer behaviour -Online target marketing and customer acquisition	R: Ch 5 (IM) R: Marketing to the digital consumer R: How to acquire customers on the web
7	Getting started online, and Measuring web marketing programmes Objectives: -Website development -Web traffic analysis -Google analytics -Analyse the campaigneffectively for greater ROI	R: Ch 7, 10 and 11 (IM) R: The One Thing you must get right when building a brand C: Case to be decided
8	Search Engine Marketing Objectives: -SEO and SEM -Search Engine Analytics -Keyword Research -OnPage&OffPageOptimisation -Planning the budget and Targeting the Advertising	R: Ch 7, 10 and 11 (IM)
9	Permission Marketing -Email Marketing -Mobile Marketing	R: Ch 7 (IM) R: Email’s social revolution
10	Social Media marketing -Social Networks -Blogging -Viral marketing -Online PR -User generated content (UGC) and its importance	R: An evolutionary roadmap to winning with social media marketing R: Tapping the power of social networks
11-12	Variour Social media: Facebook, Twitter, Youtube, Google +, Foursquare, Linkedin, Myspace Objectives: -Building brand awareness using social media -Increasing website traffic usingsocial media	R: The other social network R: Tweet me, friend me, make me buy
13	Online marketing planning issues Objectives: -Online marketing plans -Digitally integrated marketing plans -Online marketing mix -Value proposition -Business models	R: Ch 2 and 3 (IM) C: Case to be decided
14	Online marketing research Objectives: To learn -Stages of online research -Internal and external secondary data -Newsgroup	R: Ch 4 (OM)
15-16	The online product & Online Distribution and Procurement -Online product attribute -Customising product offerings -New product development online -Internet distribution issue -Logistic management -E-procurement	R: Ch 9 and 12 (OM) R: Forget viral marketing-make the product itself viral
17	Digital Marketing legal and ethical issues -Data Protection and Privacy -Intellectual Property -Electronic Information and Confidentiality	R: Ch 12 (IM)
18	Innovative uses & the Future of Digital platform -Consumer Adoption of Innovation -Pervasive Computing -Digital Convergence	R: Ch 14 (IM) R: The Future of Shopping
19-20	Course Wrap-up Project Presentation and Submission

Note: R = reading, C =case

5. Evaluation

Components	Weightage (in %)
Class Participation**and Case Discussion	10
Quizzes*	15
Group Project Submission and Presentation	25
Mid-Term Exam	20
End-Term Exam	30
Total	100

*No make-up for missed quiz.

**Class Participation: Students are expected to be sincere in the class in terms of reaching the class on time, solving the class-room cases and exercises properly and submitting assignments on time. They should maintain the decorum inside the class and respect the fellow participants. Mere presence in the class doesn’t guarantee full CP marks. Students should actively involve in solving the problems and give their inputs constructively to drive class further in a positive direction.

Group Project Submission and Presentation: Weightage 25%

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

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. Compare it 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.

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& 20, on or before 8.30AM. 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.

6. Academic Integrity

You are expected to maintain discipline in the class and not indulge in any disruptive activities during the sessions. Focus is on authenticity. Kindly refer to manual of policy for code of conduct.

Created By: Debasis Mohanty on 02/23/2016 at 10:44 AM
Category: BM-II 2015-17 T-V Doctype: Document