| Course Name | Digital Marketing |
| Course Code | 24COM231 |
| Program | B. Com. (Honours) in FinTech |
| Credits | 3 |
| Campus |
Introduction to Digital Marketing – Importance of digital marketing – Difference between traditional and digital marketing – Recent Trends and Current Scenario of the industry – Digital Marketing as a Tool of Success for Companies – Digital Marketing application and benefits– Case studies on Digital Marketing Strategies.
Internet Marketing -Opportunities and challenges to Internet marketing-Internet basics- web and wireless technologies- ASCOR digital marketing framework- application of ASCOR framework to multiple stakeholders- Critical success factors for digital marketing.
Digital Media Planning –Digital media planning terminologies- Determining When, Where and How often to Advertise to Maximize Conversions and ROI – Media Buying – Types – Cost-per- Install (CPI) – Cost-per-Order (CPO) – Cost-per-Acquisition (CPA) – Click-through-Rate (CTR)
Social Media Marketing–Driving Traffic to Company’s Websites – Paid Advertisements on Social Media Platforms like Facebook, Instagram, YouTube and more – Effective Social Media Strategies
– Targeting Right Audience – Social Media Campaign – Cost-per-Click(CPC) – Cost -per- View (CPV), Cost-per-Impression (CPI).
Email Marketing – Communicating to Potential Consumers – Types of Email – Creating Appealing Emails – How to Build the Right Subscriber List – Build a Database by Segmenting Based on Demographics – Mode of Acquisition – Target Group – Email Marketing Tools – Software to Design Attractive Emails – Automated Emails – Extracting Information from Email Campaign Analytics.
Course Objective:
To introduce the students the world of digital marketing, to enable them to develop digital marketing strategies.
Course Outcomes:
The student will be able to:
CO1: Translate some of the key marketing and business models that will help to shape your digital
marketing strategy.
CO2: Basic concepts of Internet marketing, opportunities and challenges to Internet marketing CO3: Basic understanding of Digital Media Planning and Digital media planning terminologies CO4: Basic understanding of Social Media Marketing
CO5: Basic understanding of email marketing and how to create Appealing Emails
| PO1 | PO2 | PO3 | PO4 | PO5 | PO6 | PO7 | PO8 | PO9 | PO10 | PO11 | PO12 | PO13 | PO14 | PO15 | |||
| CO1 | 2 | 2 | 2 | 3 | 2 | 1 | 2 | 2 | 2 | 2 | 3 | 3 | 3 | 3 | 3 | ||
| CO2 | 3 | 3 | 2 | 3 | 2 | 1 | 3 | 1 | 2 | 2 | 3 | 3 | 3 | 3 | 3 | ||
| CO3 | 2 | 2 | 2 | 3 | 1 | 1 | 3 | 2 | 2 | 3 | 3 | 2 | 3 | 3 | 3 | ||
| CO4 | 3 | 3 | 3 | 2 | 2 | 1 | 3 | 2 | 3 | 3 | 3 | 2 | 3 | 3 | 3 | ||
| CO5 | 3 | 3 | 2 | 2 | 2 | 1 | 3 | 2 | 3 | 3 | 3 | 2 | 3 | 3 | 3 |
References:
DISCLAIMER: The appearance of external links on this web site does not constitute endorsement by the School of Biotechnology/Amrita Vishwa Vidyapeetham or the information, products or services contained therein. For other than authorized activities, the Amrita Vishwa Vidyapeetham does not exercise any editorial control over the information you may find at these locations. These links are provided consistent with the stated purpose of this web site.
