Lovely Professional University, Punjab

Course Code

Course Title

Course Planner

MKT511

WORKSHOP ON DIGITAL MARKETING

12234::Rahul Sharma

Course Weightage

ATT: 5

Course Orientation

CAP: 40

Lectures Tutorials Practicals Credits

0

ETP: 55

Exam Category: X6: Mid Term Exam: Not Applicable End Term Exam:
Practical
PLACEMENT EXAMINATION, SKILL ENHANCEMENT, SOFTWARE SKILL

TextBooks ( T )
Sr No

Title

Author

Publisher Name

T-1

B2B DIGITAL MARKETING:

USING THE WEB TO MARKET
DIRECTLY TO BUSINESSES

MICHAEL MILLER

PEARSON

Reference Books ( R )
Sr No

Title

Author

Publisher Name

R-1

DIGITAL MARKETING FOR

DUMMIES

BUD E. S GREGORY
BROOKS FRANK
CATALANO

WILEY

Other Reading ( OR )
Sr No

Journals articles as Compulsary reading (specific articles, complete reference)

OR-1

Sultan and Rohm,"How to Market to Generation M(obile)", Sloan Publishing, Jul 01, 2008 ,

OR-2

Edelman and Larkin,"ebay partner network(A)", Harvard Business Publishing, Sep 28, 2009 ,

Relevant Websites ( RW )
Sr No

(Web address) (only if relevant to the course)

Salient Features

RW-1

www.seodigger.com

website to learn SEO tricks and techniques with tracking systems

RW-2

www.wix.com

Design free websites with wonderful applications

RW-3

www.google.com/analytics

Google analytics to measure website performances

RW-4

www.way2sms.com

An online promotional tool to perform SMS based marketing

RW-5

www.blogger.com

Design blog using the website

RW-6

www.adwords.google.com

Generating adwords for websites and running online promotions

RW-7

www.klout.com

Social networking analytics

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

Audio Visual Aids ( AV )

Sr No

(AV aids) (only if relevant to the course)

Salient Features

AV-1

https://www.youtube.com/channel/UCJ5UyIAa5nEGksjcdp43Ixw

Google Analytics Academy tutorials

Scheme for CA:

CA Category of this Course Code is:A0101 (1 out of 1)
Component

Weightage

Assignment

100

Details of Academic Task(s)

Academic Task

Objective

Detail of Academic Task

Nature of Academic
Task
(group/individuals)

Assignment

To learn the
application of
digital marketing
tools

Students in a group of 3 will identify their own area of interest Group

(business) on which they would be building their website
(keeping business focus in mind). Group will identify different
keywords to improve the search engine ranking of the
website allocated and will apply the same on their digital
property. Group will promote online business using social
media and will analyze the impact of the promotion done
using analytics. Group will promote their digital
property/business using e-mail advertisements and will also
judge the effect of their e-mail campaigns using analytics.

Academic Task Marks

Mode
Online

Allottment /
submission
Week

100 2 / 11

Evaluation Parameters
Basic design of website: 10 marks
Structuring of the website: 20 marks
Identification of Keywords:20 marks
Brand promotion using social media: 20 marks
Defining the goal in Google analytics and goal achievement:
20 marks
e-Mail Promotions: 10 marks

Detailed Plan For Practicals

Practical No

Broad topic (Subtopic)

Practical Description

Learning Outcomes

Equipment Used

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

Practical 1

Introduction to Digital Marketing(Role Practical 1 : Zero lecture on Introduction to

of Digital Marketing)
digital marketing
Practical 2 : Role of digital marketing in
present world scenario.

Practical 1: Introduction to the world of

digital marketing, understanding its use
and potential.
Practical 2: Role of digital marketing tools
in current business scenario.

Introduction to Digital Marketing

(Meaning and scope of Digital
Marketing)

Practical 1 : Zero lecture on Introduction to

digital marketing
Practical 2 : Role of digital marketing in
present world scenario.

Practical 1: Introduction to the world of

digital marketing, understanding its use
and potential.
Practical 2: Role of digital marketing tools
in current business scenario.

Introduction to Digital Marketing

(Meaning and scope of Digital
Marketing)

Practical 1 : Zero lecture on Introduction to

digital marketing
Practical 2 : Role of digital marketing in
present world scenario.

Practical 1: Introduction to the world of

digital marketing, understanding its use
and potential.
Practical 2: Role of digital marketing tools
in current business scenario.

Introduction to Digital Marketing(Role Practical 1 : Zero lecture on Introduction to

of Digital Marketing)
digital marketing
Practical 2 : Role of digital marketing in
present world scenario.

Practical 1: Introduction to the world of

digital marketing, understanding its use
and potential.
Practical 2: Role of digital marketing tools
in current business scenario.

Practical 3

Introduction to Digital Marketing

(Emerging Digital Marketing trends in
present world)

Understanding digital marketing trends in

present world.

Role of emerging digital marketing tools

and new marketing trends.

Practical 4

Blogging(Theme, Content, Design,

Outreach)

Blog designing and deciding on theme,

content, design and outreach.

Learn the methods of designing a blog

Practical 5

Blogging(Getting Started with

YouTube, Building audience, Video
Optimization and YouTube analytics.)

Getting Started with YouTube, Building

Learn the methods of designing a vlog
audience, Video Optimization and YouTube
analytics.

www.youtube.com

Practical 6

Designing Websites(Designing a
website (basics))

Basic website design

Learn the basic designing of a website

using online GUI services

www.weebly.com

Practical 7

Designing Websites(Designing
customer experience and usability on
websites)

Basic website design

Learn the basic designing of a website

using online GUI services

www.weebly.com

Practical 8

Designing Websites(Website design

innovation and standards)

Enhancing user experience on a website

Learn the tricks of enhancing the user

experience on a website by improving
usability and interactivity

Practical 9

Search Engine optimization(An

Introduction to search engine marketing
introduction to search engine marketing
(SEM))

Learn the usage and importance of SEM

Practical 10

Search Engine optimization(Keyword

allocation for improving websites
searchability)

Learn to improve organic search engine

marketability using keywords

Practical 11

Search Engine optimization(Enhancing Keyword selection and management

the organic search preferences)

Learn to improve organic search engine

marketability using keywords

Practical 12

Search Engine optimization(Pay per

click marketing)

Learn the use of budgeting ads through

pay per click advertising and managing
online reputation

Practical 2

Keyword allocation for improving website

search-ability

Pay per click marketing and online

reputation management

Blogger.com

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

Practical 13

Google Adwords(Business perspective Benefits of Google adwords to small and

of Google Adwords and its benefits to medium enterprises
small and medium enterprises)

Introduction to Google adwords and

understanding the benefits of using it

Google Adwords

Practical 14

Google Adwords(Google Adwords

management)

Implementation of Google adwords

Implementing Google adwords and

managing adword campaigns

Practical 15

Affiliate Marketing(Introduction to
Affiliate Marketing)

Learning the benefits and different affiliate Learn the usage of affiliate marketing
marketing techniques used by companies in techniques in companies
real world

Practical 16

Affiliate Marketing(Affiliate
Marketing techniques)

Learning the benefits and different affiliate Learn the usage of affiliate marketing
marketing techniques used by companies in techniques in companies
real world

Practical 17

Digital Marketing Techniques

(Promotions through social network)

Business Promotions through social

networks like LinkedIn, Twitter, Google+
and Facebook.

Learning to use social networks from

Business perspective.

Practical 18

Digital Marketing Techniques

(Promotions through social network)

Business Promotions through social

networks like LinkedIn, Twitter, Google+
and Facebook.

Learning to use social networks from

Business perspective.

Practical 19

Digital Marketing Techniques

(Promotions through social network)

Business Promotions through social

networks like LinkedIn, Twitter, Google+
and Facebook.

Learning to use social networks from

Business perspective.

Practical 20

E-mail Marketing(Basic components of Introduction to email advertising

e-mail marketing)

Learn the tools and techniques for email

campaign and basic components of an
Email

Practical 21

E-mail Marketing(Designing e-mails to Designing email campaign and viral

enhance e-mail marketing)
marketing

Designing effective emails and using viral Mail Chimp

tools to enhance online marketing

Practical 22

E-mail Marketing(Viral e-mail

marketing campaigns)

Designing email campaign and viral

marketing

Designing effective emails and using viral Mail Chimp

tools to enhance online marketing

Practical 23

Google Analytics(Implementation of
Google Analytics)

Linking Analytics to digital properties

Learn to associate Analytics to digital

properties

Practical 24

Web Analytics(Implementation of
Google Analytics)

Understanding the working and interface of Learning the working and interface of
Google Analytic
Google Analytic

Practical 25

Web Analytics(Usage of Google

Analytics)

Defining goals in Google analytics.

Lerning on how to define goals in Google

analytics.

Practical 26

Google Analytics(Usage of Google

Analytics)

Data mining from Google analytics.

Learning on how to extract meaningful

information from Google Analytics.

Practical 27

Mobile Marketing(Proximity
Marketing)

Location-based services (Proximity

marketing)

Learn the use and techniques of proximity

marketing

Practical 28

Mobile Marketing(Proximity
Marketing)

Location-based services (Proximity

marketing)

Learn the use and techniques of proximity

marketing

Flipkart or Amazon affiliate

program

Mail Chimp

Google Analytics

Google Analytics

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

Practical 29

Mobile Marketing(Mobile messaging

based Marketing)

Practical 29:SMS/MMS based Marketing

Practical 29: SMS/ MMS, GPRS based
Practical 30: Doubt clearing session before services and marketing
ETP
Practical 30: Doubt clearing session
before ETP

Practical 30

Mobile Marketing(Mobile messaging

based Marketing)

Practical 29:SMS/MMS based Marketing

Practical 29: SMS/ MMS, GPRS based
Practical 30: Doubt clearing session before services and marketing
ETP
Practical 30: Doubt clearing session
before ETP

SPILL OVER
Practical 31

Spill Over

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.