Course

Unit 1

Introduction to Digital Service Marketing – Importance – Difference between Conventional and Digital Service Marketing – Recent Trends and Current Scenario of the Industry – Success Tools – Increasing Sales – CompetitiveAnalysis.

Unit 2

Search Engine Optimization (SEO) – Search Engine Result Page – On-page and Off-page Optimization – Keywords Research – Meta Tags – Meta Description – Link Building – Search Engine Marketing – Search Engine Result Page –SEM Activities using Google Ads Platform

Unit 3

Social Media Marketing (SMM) – Paid Advertisements in Social Media Platforms (Facebook, Instagram, YouTube) – Success Stories of Leading Brands and Companies – Case studies of Indian and global brands.

Unit 4

Content Strategy – Content Marketing – Content Bucketing – Web Analytics – Web Remarketing – Email Marketing – Design Essentials – Mobile marketing – E-CommerceManagement – Online Reputation Management – Blogging

Unit 5

Managerial Skills for Digital Marketing – Introduction to Agency – The Art of Pitching – Client -Oriented Strategy –Campaign Creation for Client – Reporting and Evaluation – Legal issues in digital services marketing – Data privacy and consumer protection laws.

Course Objective:

Digital Marketing is a broad concept and in this course the students will learn those notions which include various channels like Search Engine Optimization, Search Engine Marketing, Email Marketing, Social Media Marketing, Inbound Marketing, Content Marketing, and Web Analytics.

Course Outcomes:

1. To understand the concept of digital service
2. To realize the need of search engine optimization and its
3. To get an overview of social media marketing
4. To apprehend the art of content
5. To develop managerial skills for digital

Reference Books:

• The Art of SEO by Eric Enge, Stephan Spencer, Jessie Stricchiola – O’Reilly Media
• Digital Marketing: Strategy, Implementation & Practice by Dave Chaffey & Fiona Ellis – Pearson