Annexure CD 01

FORMAT FOR COURSE CURRICULUM

Course Title: DIGITAL MARKETING

Course Code:

Credit Units:03

P/S

Course Objectives: The course aims to make students aware about the current state of Virtual world, emerging digital

SW/F
W

TOTAL
CREDIT
UNITS
03

technologies and
have an understanding on online value chain .An attempt will also be made to understand the legal and ethical implication of
the digital world
Pre-requisites: Student should have basic understanding of marketing as well as basic knowledge about technology viz mobile working, internet etc. Student should also be a keen learner
about the virtual world and the complications involved in it.

Student Learning Outcomes: At the completion of the course, students will be able to

Clear understanding about the working of digital marketing and how companies are cashing upon the virtual world.
Be aware about the global presence and issues involved in digital marketing viz a viz strategies used by organization in the digital scenario

Course Contents/Syllabus:
Module I : Introduction
Descriptors/Topics
Overview of digital Marketing: Internet Basics: Internet, Intranet, Extranet, Portals, Web and Wireless. Concept of Markets in virtual world,
Understanding Online Customer Behaviour, The Virtual Value Chain: Marketplace vs. Market space, Environmental factors impacting online
activity

Weightage (%)
20

Module II: The Internet Marketing Mix

Descriptors/Topics
Continuum of purely virtual to purely physical products- Product in the Internet Marketing Mix, Online product presentation building a virtual
brand, Price in the Internet Marketing Mix: Importance of price competitiveness to e-Business, Online Distribution: logistical considerations,
Online Promotion: reaching the e-consumer

20

Module III : E-CRM & Online Market Research

30

Descriptors/Topics
e-Customer Relationship Management: Concept of e-Loyalty, Relationship Capital, Internet strategies facilitating CRM, Virtual Communities:
Building
Partnerships
through
Community

User-Generated
Content, Blogs
Module IV : Emerging Trends in Digital Marketing
Descriptors/Topics
Search Engine Optimization, Affiliate Marketing, Search engine Marketing, Email Marketing, Bluetooth Marketing, Online Marketing,
Podcasting, Blog Marketing, Social Media Marketing, Buzz Marketing

15

Module V: Legal and Ethical Issues

Descriptors/Topics
Privacy and Security Concern, Electronic Payment System, Different types of payment modes, e-cash, e-check, e-money E-Security, Global
Issues in Digital Marketing

15

Pedagogy for Course Delivery: The course will be delivered by means of Lectures, case studies, Ppt presentations, and any other innovative technique that can
be used to explain the concepts and their applications.

Lab/ Practicals details, if applicable:

List of Experiments:

Assessment/ Examination Scheme:

Theory L/T (%)

Theory Assessment (L&T):

Lab/Practical/Studio (%)

End Term Examination

Continuous Assessment/Internal Assessment

Components (Drop down)

End Term Examination

Class Test

Project

Assignment

10

10

Weightage (%)

70

Lab/ Practical/ Studio Assessment:

Continuous Assessment/Internal Assessment
Components (Drop down
Weightage (%)

Text & References:

Chaffey, Chadwick, Johnston, Mayer, Internet Marketing,3rd edition, 2009, Pearson Publication
Strass, El-Ansary, Frost , e-Marketing, 5th edition, Pearson Publication
Carter-Brooks-Catalano-Smith, Digital Marketing for Dummies, Wiley Publication
Godfrey Parkin, Digital Marketing: Strategies for Online Success, 2009, New Holland
Urban, Digital Marketing Strategy: Text and Cases,1/e, 2004 Prentice Hall

End Term Examination

Year founded Company/service

Category of innovation

1994

Amazon

Retailer

1995 (March)

Yahoo! (yahoo.com)

Directory and portal

1995 (September) eBay

Online auction

1995 (December) Altavista (altavista.com)

Search engine

1996

Hotmail (hotmail.com) Web-based e-mail

Viral marketing (using e-mail signatures to

promote service)
Purchased by Microsoft in 1997
1998

GoTo.com (goto.com)

Overture (2001)

First pay-per-click search marketing

Purchased by Yahoo! in 2003

1998

Google (google.com)

Search engine