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AKTU Digital Marketing (BCD061) Syllabus PDF – B.Tech 3rd Year
Digital Marketing BCD061
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Official AKTU syllabus of Digital Marketing (BCD061) for B.Tech 3rd Year – 3 credits, L-T-P 3-0-0. Read the unit-wise course content, course outcomes, evaluation pattern and recommended books online, or download the PDF.
Syllabus — Digital Marketing
Download PDFBCD061 · 3 credits · L-T-P 3-0-0
Course Outcomes
At the end of course , the student will be able:
| CO 1 | To examine and explore the role and importance of digital marketing in today’s rapidly changing business environment.. | K 3 |
| CO 2 | To focuses on how digital marketing can be utilized by organizations and how its effectiveness can be measured. | K 2 |
| CO 3 | To know the key elements of a digital marketing strategy. | K 3 |
| CO 4 | To study how the effectiveness of a digital marketing campaign can be measured | K 2 |
| CO 5 | o demonstrate advanced practical skills in common digital marketing tools such as SEO, SEM, Social media and Blogs. | K , K 2 3 |
Course Content
L-T-P: 3-0-0
| Unit | Topic | Proposed Lecture |
|---|---|---|
| I | INTRODUCTION TO ONLINE MARKET Online Market space- Digital Marketing Strategy- Components - Opportunities for building Brand Website - Planning and Creation - Content Marketing | 05 |
| II | SEARCH ENGINE OPTIMISATION Search Engine optimisation - Keyword Strategy- SEO Strategy - SEO success factors -On- Page Techniques - Off-Page Techniques. Search Engine Marketing- How Search Engine works- SEM components- PPC advertising -Display Advertisement | 09 |
| III | E- MAIL MARKETING E- Mail Marketing - Types of E- Mail Marketing - Email Automation - Lead Generation - Integrating Email with Social Media and Mobile- Measuring and maximizing email campaign effectiveness. Mobile Marketing- Mobile Inventory/channels- Location based; Context based; Coupons and offers, Mobile Apps, Mobile Commerce, SMS Campaigns- Profiling and targeting | 09 |
| IV | SOCIAL MEDIA MARKETING Social Media Marketing - Social Media Channels- Leveraging Social media for brand conversations and buzz. Successful /benchmark Social media campaigns. Engagement Marketing- Building Customer relationships - Creating Loyalty drivers - Influencer Marketing. | 09 |
| V | DIGITAL TRANSFORMATION Digital Transformation & Channel Attribution- Analytics- Ad-words, Email, Mobile, Social Media, Web Analytics - Changing your strategy based on analysis- Recent trends in Digital marketing | 08 |
Text Books
- Fundamentals of Digital Marketing by Puneet Singh Bhatia;Publisher: Pearson Education; First edition ( July 2017);ISBN-10: 933258737X;ISBN-13: 978-9332587373.
- Digital Marketing by Vandana Ahuja ;Publisher: Oxford University Press ( April 2015). ISBN-10: 0199455449
- Marketing 4.0: Moving from Traditional to Digital by Philip Kotler;Publisher: Wiley; 1st edition ( April 2017); ISBN10: 9788126566938;ISBN 13: 9788126566938;ASIN: 8126566930.
- Ryan, D. (2014 ). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page Limited.
- Barker, Barker, Bormann and Neher(2017), Social Media Marketing: A Strategic Approach, 2E South- Western ,Cengage Learning.
- Pulizzi,J Beginner's Guide to Digital Marketing , Mcgraw Hill Education.
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