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MBA DIGITAL MARKETING& E-COMMERCE

SEMESTER III
Course Title: Strategic Management and Policy Digital Marketing
Course Code: 16DM61C0
SEM III / Year II

L-T-P: 3-0 -0

Credits: 3

Course Objectives:
1. To expose students to various perspectives and concepts in the field of Strategic
Management.
2. To help students develop skills for applying these concepts to the solution of business
problems.
3. To help students master the analytical tools of strategic management.
4. To provide students an insight of the entire strategic management process.
Course Outcomes:
1. Students will gain knowledge in the field of strategic planning and competitive advantage.
2. Students will acquire analytical tools to develop strategic planning and decision
making.
3. Students develop skills for applying these concepts to the solution of business problems
4. Students will have a broader view of the environment both internal and external for
formulating and implementing strategies.
Syllabus:
Understanding Strategy: Concept of strategy, Corporate, Business and Functional Levels
of Strategy; Introduction to Strategic Management: Meaning and Characteristics of strategic
management, strategic management Vs. operational management; Four Phases in Strategic
Management Process, Hierarchy of Strategic Intent: Meaning & attributes of strategic intent,
vision ,mission, characteristics of good mission statements, Business definition using Abells
three dimensions, objectives and goals, Linking objectives to mission & vision. Critical
success factors (CSF), Key Performance Indicators (KPI), Key Result Areas(KRA);
Analyzing Companys External Environment: Environmental appraisal Scenario planning
Preparing an Environmental Threat and Opportunity Profile (ETOP); Analyzing Industry
Environment: Industry Analysis - Porters Five Forces Model of competition, Entry & Exit
Barriers, Strategic Group analysis. Analyzing Companys Internal Environment:
Resource based view of a firm, meaning, types & sources of competitive advantage,
analyzing Companys Resources and Competitive Position, VRIO Framework, competitive
advantage, competitive parity & competitive disadvantage, Core Competence, characteristics
of core competencies, Distinctive competitiveness, Benchmarking as a method of
comparative analysis Value Chain Analysis Using Porters Model: primary & secondary
activities Organizational Capability Profile: Strategic Advantage Profile, Concepts of stretch,
leverage & fit, ways of resource leveraging concentrating, accumulating, complementing,

conserving ,recovering; Portfolio Analysis: Business Portfolio Analysis - BCG Matrix GE


9 Cell Model. Generic Competitive Strategies: Meaning of generic competitive strategies,
Low cost, Differentiation, Focus when to use which strategy Grand Strategies: Stability,
Growth (Diversification Strategies, Vertical Integration Strategies, Mergers, Acquisition &
Takeover Strategies, Strategic Alliances & Collaborative Partnerships), Retrenchment
Turnaround, Divestment, Liquidation, Outsourcing Strategies. Strategy Implementation:
Components of a strategic plan, barriers to implementation of strategy, Mintzbergs 5 Ps
Deliberate & Emergent Strategies , Mc Kinseys 7sFramework; Organization Structures for
Strategy Implementation: entrepreneurial, functional, divisional, SBU, Matrix, Network
structures, Cellular/ Modular organization, matching structure to strategy, organizational
design for stable Vs. turbulent environment. Changing Structures & Processes:
Reengineering & strategy implementation Principles of Reengineering, Six Sigma
Process consisting of defining, measuring, analyzing, improving & establishing steps, Lean
Six Sigma (Concepts only); Corporate Culture: Building Learning organizations, promoting
participation through technique of Management by Objectives (MBO), Total Quality
Management (TQM); Strategy Evaluation: Operations Control and Strategic Control Symptoms of malfunctioning of strategy Use of Balanced Scorecard for strategy evaluation
Recommended Textbook:
1. Strategic Management and Business Policy by Azhar Kazmi, Tata McGraw-Hill, Third
Edition
Reference Books:
1. Strategic Management by Ireland, Hoskisson & Hitt, Indian Edition, Cengage Learning,
2008 Edition
2. Concepts in Strategic Management & Business Policy by Thomas L. Wheelen& J. David
Hunger, Pearson, 12th ed.
3. Crafting and Executing Strategy- The Quest for Competitive Advantage by Thompson,
Strickland, Gamble & Jain, Tata McGraw-Hill, 16thEdition
4. Crafting the Strategy: Concepts and Cases in Strategic Management by Ranjan Das, Tata
McGraw Hill, 2004.

Course Title: Social Media Marketing


Course Code: 16DM61C1
SEM III / Year II

L-T-P: 3-0 -0

Credits: 3

Course Objectives:
1. To understand and plan content for online marketing.
2. To learn how to use social media to meet organizations acquisition and brand objectives
3. To learn to incorporate best social media practices into marketing campaign.
4. To learn to do personal branding and build audience and customers.
Course Outcomes:
1. Students would gain the knowledge of using social media for brands and business.
2. Learn several techniques connected to social media and promotion.
3. Students could gain the opportunity to adopt best social media to reach target audience.
4. Students do personal branding for their businesses, and for brands in order to build
audience and thus consumers.
Syllabus:
What Is Social Media Marketing? Big Brands and Social Media, Small Business and
Social Media, Social Media and the User. Blogging, History, Platforms, Content Strategies,
Building an Audience, Takeaway Tips. Personal Branding through Social Media Marketing.
Twitter and Microblogging: Introduction, History, Protocol, Community Creation its
importance, Social Shopping Network. Social Networking Basics: Introduction-FeaturesHistory: Facebook, LinkedIn, Media Sharing, YouTube, Flickr, SlideShare, Authorstream,
Instagram, Pinterest. Campaign Management. 3 Focus Areas of Facebook Campaign:
Targeting, Budgeting, Look and Feel. Importance of Facebook Social Toolkit (FST).
Facebook Insights. Facebook Grid Tool. Social News and Social Bookmarking:
Introduction, Digg, Reddit, StumbleUpon, Ratings and Reviews, Introduction, Yelp, Other
Sites, Forums, Research, Engaging Audience. What is Web2.0? Importance of UGC (User
Generated Content) and Answer Sites. Quora Threads and their significance. Strategy,
Tactics and Practice: Monitoring, Research. Campaigns Versus Ongoing Strategy,
Integration, Calls to Action, Measurement, Targeting and Re-Marketing, Metrics, Goal
Setting. Software for Social Media Integration and Analytics: HootSuite, Social Harvest,
Google Analytics social reports. Radian6 and its importance in Saleforces Marketing Cloud.
Moz Analytics.
Recommended Text Book:
1. Dan Zarrella, The Social Media Marketing Book, O'Reilly Media; 1 edition, 2009

Reference Books:
1. Liana Li Evans, Social Media Marketing: Strategies for Engaging in Facebook, Twitter &
Other Social Media, Que Press; First edition, 2010
2. Barker, Social Media Marketing: A Strategic Approach, Cengage; 01 edition, 2013
3. Tim Kitchen, Tashmeem Mirza, Profitable Social Media Marketing: Growing your
business using Facebook, Twitter, Google+, LinkedIn and more, Exposure Publishing; 1st
Edition, 2013.

Course Title: Management Research Project


Course Code: 16DM61E8
SEM III / Year II

L-T-P : 3-0 -6

Credits : 6

Course Objectives:
1. To provide the students a deeper understanding of real business world & teach them
practical applications of theories.
2. To give students projects for working on by using the experience, skills and knowledge
that they have built up over the past semesters, and to get relevant, evidence-based
outcomes that can have a genuine impact on their learning experience.
3. To provide the students an on the job exposure which will develop their level of
confidence and will equip them with the real life situations.
4. To teach the students the importance of field work with decision making capabilities,
team work and cooperation, coordination and stress management.
Course Outcomes:
1. The young students would acquire the skills, knowledge, attitudes, and perceptions
along with the experience needed to constitute a professional identity.
2. The students would understand through an intensive experience the nature of
organization as workplaces and their associated values, routines and cultures.
3. The practical field exposure developed confidence and aided in solving real life
problems.
4. Students are now able to take suitable decisions and are now better team players and
ready to work in under stressful conditions.
Management Research Project:
The end of the course project is meant to give the students a comprehensive exposure to the
real business world---in terms of the professional challenges as well as the personal aspects
of etiquette, language, team work and overall effectiveness as operating managers.
It will also give the students an opportunity to compare the theoretical principles learnt
during the 1st 3 semesters vis-a-vis the real world of business.
As far as possible the project will be arranged at companies whose businesses and challenges
and priorities match those of the student though this cannot be guaranteed.
Project Evaluation:
The Project work of the students will be evaluated in two phases viz., mid-term and final.
Each phase of the assessment will carry 50% of the prescribed marks.

The midterm and final evaluation will be done by a Board of examiners and the students
have to present the work done by them.
The Board of Examiners will consist of the guiding faculty plus the immediate superior to
whom the student reported during the project along with an independent member who could
be another visiting faculty.
Students are also required to present at an open seminar on the dissertation. The Internal
Assessment for 50% of the total marks should be done on a periodic basis by two or more
internal examiners.
For the External Valuation, one Internal Examiner should award 25% of the prescribed
marks and 75% marks should be assessed by the appointed External Examiner.

MBA DIGITAL MARKETING & E-COMMERCE


SEMESTER IV- SYLLABUS
Course Title: Start-Up and New Venture Management
Course Code: 16DM62C0
SEM IV / Year II

L-T-P : 3-0 -0

Credits : 3

Course Objective:
1. To instill a spirit of entrepreneurship among the student participants.
2. To provide an overview of the competences needed to become an entrepreneur.
3. To give insights into the management of small family business.
4. To provide students an insight on the legal aspects in setting up an SME and the
organizations that support the formation of SME.
Course Outcome:
1. Students would be able to identify and apply current knowledge of disciplinary or
interdisciplinary theory and professional practice to business in local and global
environments.
2. Students would be able to identify, research and analyze complex issues and problems in
business and/or management, and propose appropriate and well-justified solutions.
3. Students would develop the managerial skills to manage and expand their family business
efficiently.
4. It provides students an introduction to the concepts and skills necessary to successfully
commercialize new products and services.
Syllabus:
Concept and Definitions: Entrepreneur & Entrepreneurship, Entrepreneurship and
Economic Development; A Typology of Entrepreneurs; Entrepreneurial Competencies: The
Entrepreneurs Role, Task and Personality; Entrepreneurial Skills: creativity, problem
solving, decision making, communication, leadership quality; Factors Affecting
Entrepreneurial Growth: Economic, Non-Economic Factors; EDP Programmes;
Entrepreneurial Training; Traits/Qualities of an Entrepreneurs, Entrepreneurial Process:
Steps of entrepreneurial process. Opportunity / Identification and Product Selection:
Entrepreneurial Opportunity Search and Identification; Product Selection: Criteria to Select a
Product; Conducting Feasibility Studies: Project Finalization; Sources of Information. Entry
strategies: New product, Franchising, Partial Momentum, Sponsorship and Acquisition;
Intellectual Property: Creation and Protection. Project Report Preparation: Specimen of
Project Report; Methods of Project Appraisal - economic viability and market feasibility,
requirements of financial institutions, projected financial statement preparation. Small
Enterprises and Enterprise Launching Formalities: Definition of Small Scale; Rationale;
Objective; Scope; Role of SME in Economic Development of India; SME; Registration;

NOC from Pollution Board; Machinery and Equipment Selection, Laws : Liabilities under
the Factories Act, Shops & Establishment Act, Industrial Employment (Standing Orders) Act

Role of Support Institutions and Management of Small Business: Director of Industries;


DIC;SIDO; SIDBI; Small Industries Development Corporation (SIDC); SISI; NSIC;
NISBUED; State Financial Corporation SFC;
Text Books:
1. The Dynamics of Entrepreneurial Development & Management by Desai, Vasant ,
Himalaya Publishing House, Delhi
2. Managing Small Business by Longenecker, Moore, Petty and Palich, Cengage Learning,
India Edition.
3. Cases in Entrepreneurship by Morse and Mitchell, Sage South Asia Edition.
Entrepreneurship Indian Cases on Change Agents by K Ramchandran, TMGH.
Reference Books:
1. Entrepreneurship The engine of growth, edited by Mark Rice and Timothy Habbershon,
Published by Praeger Perspectives.
2. Entrepreneurship: Theory, Process and Practice by Kuratko, D.F. & Hodgetts, R.M.
Thomson Press.
3. Entrepreneurship Development: Small Business Enterprises by Charantimath, P., Pearson.
4. A Guide to Entrepreneurship by David, Otes , Jaico Books Publishing House, Delhi.
5. Indian Entrepreneurial Culture by A Gupta , New Age International.

Course Title: Business Ethics and Corporate Governance Digital


Marketing
Course Code: 16DM62C1
SEM IV / Year II

L-T-P: 3-0 -0

Credits: 3

Course Objective:
1. To develop an understanding of the underlying concepts of Corporate Governance,
business ethics and CSR which are relevant to the contemporary business environment.
2. To foster candidates' understanding of the ethical influences on economic, financial,
managerial, and environmental aspects of business.
3. To develop a candidate's ability to critically analyze ethical issues in business.
4. To develop different regulatory processes essential for the understanding of the principles

of corporate governance.
Course Outcome:
1. The subject provides complete knowledge on ethical management and governance.
2. Students have now developed understanding of the ethical influences on economic,
financial, managerial and environmental aspects of business.
3. Students are now able to critically analyze the ethical issues in business.
4. The course equips students with the regulatory process for understanding the principles of
corporate governance.
Syllabus:
Introduction to Ethics and Values: Nature of Business Ethics and Values, Significance and
types of values, Ethics and Religion, Culture and Ethics, Social culture and Individual
Ethics, Factors Influencing Business Ethics, Ethics as strategy, Ethics of Great Philosophers
Albert.Z.Carr, Aristotle, Niccolo Machiavelli, Karl Marx, Suntzu:The art of war of Sun
Tzu, Might-equals-right approach of Karl Marx. Ethical Decision Making: Ethical Decision
Making, Difficulties in Ethical Decision Making, Power and Politics in organizations: Bases
and sources of power, Coalitions, Managing Ethics: Ethics codes Comparison of codes of
Ethics, Codes of Conduct, codes of Practice, Ethics Programs, Kohlbergs Study and
Business Ethics, Laws of Enforcing Ethical Conduct: Laws and Ethics, Justice Theory of
Natural Law, Law as a guide to Moral Choice, Role of the Government of India in Enforcing
Ethical Behavior. Ethics in Marketing and Accounting: Ethics in Marketing Product
relative ethics, Competition Relative Ethics: Advertising as a process of competitive strategy,
Piracy and predatory as a strategic choice, Ethics in Finance Accounting
andReporting,Insider Trading. Introduction to Business Etiquette: Introduction to Business
Etiquette, First Impression, Creating Professional Style and Presence, Building an

Appropriate Work Wardrobe, Dress Codes, Personal Hygiene and Grooming, The Art of
Meeting and Greeting, Body Language, Remembering Names, The Art of Making

Conversations, Sparking A Conversation, Handling Office Conversations, Respecting Ethnic,


Cultural, and Gender Differences, Improving Your Telephone Manners, Speaking and
Listening on the Phone. Handling Diverse Environments: Etiquette in a Diverse Business
Environment, Working in a Diverse Environment, Respecting Physical Differences, Dealing
with Specific Disabilities, Respecting Racial and Ethnic Differences, Respecting Gender
Differences, Handling Conflicts Introduction, Workplace Dynamics, Handling Problem
Personalities, Managing Conflicts, Business Communication and Other Etiquette, Etiquette
at Major Events, Travel Etiquette, Women Travellers.

Text Books:
1. Larry Johnson & Bob Phillips, Absolute Honesty: Building a Corporate Culture That
Values Straight Talk and Rewards Integrity, AMACOM, 2003
Reference Books:
1. Paul J. Zak and Michael C. Jensen, Moral Markets: The Critical Role of Values in the
Economy, Princeton University Press, 2008
2. Daniel Freidman, Morals and Markets: An Evolutionary Account of the Modern World,
Palgrave Macmillan, 2008

Course Title: Business Legislation Digital Marketing


Course Code: 16DM52C5
SEM IV / Year II
L-T-P: 3-0 -0

Credits: 3

Course Objective:
1. To acquaint students with practical legal knowledge of general business laws.
2. To make students aware about legal issues and topics to help become more informed,
sensitive and effective business leaders.
3. To equip students about the various rules and regulations and its implications when
working in an industry or a firm.
4. To understand the various legal procedures involved in the process of running and
establishing a business.
Course Outcome:
1. Students will be aware of legislator system and laws pertaining to business.
2. Students are now informed about the legal issues and topics which help them in becoming
sensitive and effective business leaders.
3. Students are aware about the rules and regulations and its application when working in a
company.
4. Students develop an acumen about the legal procedures involved in the process of
establishing and running a business.
Syllabus:
The Indian Contract Act 1872: Definition of contract, essentials elements and types of a
contract, Formation of a contract, performance of contracts, breach of contract and its
remedies, Quasi contracts - Contract Of Agency: Nature of agency, Creation and types of
agents, Authority and liability of Agent and principal: Rights and duties of principal and
agents, termination of agency. Sale Of Goods Act: Sale of Goods Act - conditions,
warranties, Negotiable Instruments Act, negotiable instruments, banker and customer
relation, bills of exchange, cheque, and bankers cheque. Companies Act - Incorporation,
types of companies, articles and memorandum of association, prospectus, borrowing powers
of the company, powers, duties and liabilities of directors. Industrial Law: Overview of
Factories act - Payment of Wages Act, Payment of Bonus Act, Minimum Wages Act, ESI
Act, Workmens Compensation Act, Industrial Disputes Act, Shops and Establishments Act,
Trade Unions Act - VAT and Service tax, Customs Act, Central Excise. Consumer
Protection Act And Introduction Of Cyber Laws: Consumer Protection Act Consumer
rights, Procedures for Consumer grievances redressal, Types of consumer Redressal
Machinaries and Forums- Competition Act 2002 Cyber crimes, IT Act 2000 and 2002,
Cyber Laws, Introduction of IPR Copy rights, Trade marks, Patent Act.

Text Books:
1. N. D. Kapoor - Elements of Mercantile Law Sultan Chand and Company, 34th rev
Edition, 2014
2. M.C. Kuchhal, Vivek Kuchhal - Business Law- Vikas Publishing House, 6th Edition,
2013
Reference Books:
1. Roger LeRor Miller - Business Law Today- Text and Cases Diverse, Ethical, Online and
Global Environment- Cengage Learning, 10th Edition, 2015.
2. S. S. Gulshan and G. K. Kapoor (2009) Business Law including Company Law, New Age
International, 16th edition, 2014.

- FUNCTIONAL ELECTIVE COURSES Course Title: Brand Planning and Consumer Insights
Course Code: 16DM61M0
SEM III / Year II
L-T-P: 3-0 -0

Credits: 3

Course Objectives:
1. To teach the students how to constantly design and execute intelligent and innovative
Brands.
2. To provide students an insight on how to scan the environment, identify consumer
insights, and use those insights to manage the brand.
3. To make the students learn consumer psychology and implement ideas and values for
better understanding of brands and the sciences involved.
4. To equip students about media mapping and brand planning through ideation.
Course Outcomes:
1. Students are equipped to design and execute intelligent and innovative Brands.
2. Students develop an acumen on scanning the environment, identifying consumer insights
and using the same to manage brands.
3. Students are able to understand consumer psychology to understand the brands better.
4. Students understand media mapping and brand planning.
Syllabus:
Account Planning: The Birth of Account Planning, The Need for Account Planning, What
Roles does Planning Fulfil?, Typical Characteristics of an Account Planner, Account
planning and its stakeholders.
Creative Brief: The Creative Brief, Elements in a Creative Brief, Developing a Creative
Brief through Research, Research for UNUM insurance A Case Study, Location for
Conducting the Research, Developing the Creative Idea A Case Study, Developing the
Creative Brief in Digital Medium, What is a Media Brief? Media Planning and Strategy.
Consumers in India: The Indian Consumer, Current Scenario - Many Consumers, Many
Choices, Consumption in Rural Areas, The Way Forward for Marketers, Changes in the
Habits of the Indian Shopper, Virtual Shopping, Deals and Discounts, Impulsive Buying,
Individualised Shopping, Many Shopping Seasons, Consumer Insights, The In-Store
Behaviour of Asian Consumers, The Indian Shopper. Media Mapping: Media Mapping
Across Target Groups & Different Products & Services, Translating An Idea Across Different
Media & Languages, What Is Media Neutral Or Media Plural, Customizing Tasks Across
Media Campaign Management & Reporting. Brand Planning and Ideation: Multi-Media
Campaigns Imperatives, Similarities between Traditional Account Planning, Creative
Direction or Trigger, Influence of Creative Planners in Ideation. Media The New Creative
Frontier, Synergies Across Ideation & Media Planning & Scheduling, Genuinely Fresh
Media Ideas & Their Creative Expression, Brand Building Through Creative Planning
Across Categories & Domains, Implications For Differing Campaign Tasks And For
Differing Target Audiences.

Text Books:
1. A. Young, Brand Media Strategy: Integrated Communications Planning in the Digital
Era, Springer, 22-Sep-2014
2. Adam Kahane, Kees Van Der Heijden, Transformative Scenario Planning: Working
Together to Change the Future, Berrett-Koehler Publishers, 2012

Reference Books:
1. Paul N Hague, Nicholas Hague, Carol-Ann Morgan, Market Research in Practice: How
to Get Greater Insight From Your Market, Kogan Page Publishers, 2013
2. Wayne C. Booth, Gregory G. Colomb, Joseph M. Williams, William Fitzgerald, Joseph
Bizup, The Craft of Research, University of Chicago Press, Fourth Edition 2016.

Course Title: Services Marketing Digital Marketing


Course Code: 16DM61M1
SEM III / Year II
L-T-P : 3-0 -0

Credits : 3

Course Objectives:
1. To emphasize the significance of services marketing in the global economy.
2. To make the students understand the deeper aspects of successful services marketing.
3. To provide insights to the challenges and opportunities in services marketing
4. To provide an insight on assessing the service performance of various companies using
apposite examples.
Course Outcomes:
1. Students can better understand the challenges and opportunities in services marketing.
2. It helps to understand and explain the nature and scope of services marketing.
3. Students will able to use critical analysis to perceive service shortcomings in reference to
ingredients to create service excellence.
4. This course provided a theoretical and practical basis for assessing service performance
using company examples
Syllabus:
Introduction to Services marketing: Definition, Significance, Characteristics of Services:
Intangibility, Inconsistency, Inseparability and Inventory. Classification of Services.
Consumer Behavior in Services: Search, experience and credence attributes, Pre &post
experience evaluation, factors influencing customer expectation of service, Moment of truth.
Extended Marketing Mix for Services: Need for additional three marketing mix elements
in Services Financial & economic impact of service. Traditional Marketing Mix Elements
in Services: Service Product: Customer perception, Customer satisfaction, Tolerance zone,
Service quality - ServQual, GAP model and Critical incident model, Concept of loyalty &
creation of a loyalty programme, Service recovery, Impact of service failures versus product
failures, Nature of complaining behavior Complaint Resolution, Service Recovery
Process. Service Pricing: Costs of service delivery, Customer Profitability Measurement,
Revenue management Techniques, Price Discrimination and Segmented Pricing. Service
Place: Delivering services through intermediaries & electronic channels. Service
Promotion: Integrated service marketing communication, Visual merchandising, Referrals,
Challenge of Service communication Service Process: Service design & standards Process
service blue print Demand & capacity management, Quality function deployment (QFD),
Standardization ( hard / soft measures), Service delivery, self-service technologies. People &
Physical Evidence: Employees Role in Service Delivery, Service Culture: Internal
Marketing, Service-Profit Chain, Emotional labor, Customers role in service delivery,
Customer as a co-producer Physical Evidence: Experience Service Scape elements (to

include architectural design), Virtual Service scape, Case studies in Applications of Services
Marketing
Text Books
1. Services Marketing by Zeithaml, Bitner, Gremler & Pandit, TMGH, 4th Edition
2. Services Marketing, Rama Mohan Rao, Pearson Services Marketing by Rampal & Gupta
Reference Books:
1. Services Marketing: Concepts & Practices by Ramneek Kapoor, Justin Paul & Biplab
Halder, McGraw-Hill
2. Services Marketing by Rajendra Nargundkar, McGraw-Hill, 3rdEdition
3. Services Marketing by Christopher Lovelock
4. Services Marketing by Helen Woodruff

Course Title: Project Management Digital Marketing


Course Code: 16DM61M2
SEM III / Year II
L-T-P : 3-0 -0

Credits : 3

Course Objective:
1. To teach the students the basics of project planning, budgeting, execution & coursecorrection.
2. To acquaint the students with the planning process in business and familiarize them with
the function and techniques of project management.
3. To gain the ability to work on the Strategic Business planning process.
4. To understand the strategic impact of all decisions and actions.
Course Outcome:
1. Students will know the importance of flawless execution which requires intense &
detailed planning & resourcing; also the principles of project management.
2. Understand how short term and long term goals fit within the broader strategic plan.
3. Able to deal with and manage any type of project.
4. To proceed with a project with a clear and efficient step-by-step methodology.
Syllabus:
Introduction to Project Management: Introduction and Fundamentals of Project
Management, Introducing Project Management, Project What is it and its Characteristics,
Project Management - Definitions, Terms, The Project Management Process, Defining the
Scope, Understanding the Project Managers Role, A Brief History of Project Management.
Project Environment: The Project Environment, Project Lifecycle, Project Managers are
Leaders, Organization Structure - The Basic Model, Modifications to the Basic Model, The
Organizational Culture and Change, Organization as a System, Surviving the Organizational
Structure, Project Stakeholders, Stakeholders Who are they? Roles of the Stakeholders,
How the Project Manager should lead the stakeholders. Public Private Partnership (PPP).
Project Planning: Initiation and Planning, Initiation, Project Kick-off and Communication,
The kick-off meeting, the Project Charter creation, Assigning roles to the team, developing
responsibility matrix, Developing the Communication Plan, Project Scope and Priorities,
Defining the Scope, Vision Document, Statement of Work, Establishing Project Priorities,
The Documents that need to be created, Project Scope and its Management - Work
Breakdown Structure and Verification of the Scope. Verifying the Project Scope and
Protecting the Scope from Change, Planning, The Project Planning Process, The Planning
Stage: Introduction to Planning, The Process and the Activities, Creating a Schedule and
Time Management Plan, Creating a Resource Plan, Creating a Financial Plan, Creating a
Quality Plan, Creating a Risk Plan, Creating a Acceptance Plan, Creating a Communication
Plan, Creating a Procurement Plan, Phase Review. Project Execution: Executing the
Project, Project Work Execution, Introduction to the process of execution, Directing the
project work, Assuring Quality, Completing Procurements, Building a High Performance
Project Team, Project Team is developed, not acquired The Project Team Dynamics,

Motivation and Leadership, Collaborative Problem Solving, Knowing the Stakes and
Managing them, Stakeholder Management. Scheduling the Project in a Global Business
Environment: Monitoring and Closing the Project in a global business environment,
Monitoring and Controlling the Project Work, Monitoring and Controlling the Project Work,
Schedule and Cost , Monitoring and Controlling Scope, Schedule and Cost Overview,
Controlling Scope, Controlling Schedule and Controlling Cost, Closing the Project An
Overview, Verifying the Scope of the Project Deliverables. Managing a project across
geographical borders. Case Studies.
Text Books:
1. Robert L Kimmons, James H Loweree. Project Management: A Reference For
Professionals: Cost Engineering, CRC Press, 2000.
2. A Guide to the Project Management Body of Knowledge (PMBOK Guide), Fifth
Edition, Project Management Institute, 2013.
Reference Books:
1. Sanford I. Heisler. The Wiley Project Engineer's Desk Reference: Project Engineering,
Operations, and Management, Wiley-interscience, 1994.
2. James P Lewis. Fundamentals of Project Management, Heritage Publishers, 2003
3. Harvard Business Press, Managing Projects Large and Small: The Fundamental Skills to
Deliver on budget and on Time, 2003.

Course Title: International Marketing Digital Marketing


Course Code: 16DM61M3
SEM III / Year II
L-T-P : 3-0 -0

Credits : 3

Course Objective:
1. To help the students understand the peculiarities of international marketing.
2. To develop the students ability to devise marketing mix for international marketing.
3. To provide an understanding of the scope and function of international marketing
theory and practice.
4. To develop the students to work in a cross cultural and global environment.
Course Outcome:
1. Understood various marketing management concepts and models considering the
complexities of manufacturing and marketing in various regions around the world.
2. Apply personal and interpersonal skills appropriate to being an effective member of
an international marketing team.
3. Identify and analyze opportunities within international marketing
environments.

4. Students developed the skills required to work in a cross cultural environment across
the globe.
Syllabus:
Introduction: Nature, importance and scope of international marketing International market
orientation and involvement, International marketing management process an overview.
Scanning and monitoring global marketing environment; International marketing
information system; broad structure of an international marketing plan. International
Market Segmentation and Positioning: Screening and selection of markets; International
market entry strategies -Exporting licensing contract manufacturing, joint venture, setting
-up of wholly owned subsidiaries aboard. International Product Planning: Major Product
decisions-Product features and quality, Product design, labeling, packaging, branding and
product support services; Product standardization vs. adaptation; Managing product line;
International trade product life cycle; New product development. Pricing for International
Markets: Pricing strategies; Factors affecting international price determination; environment
factors affecting international prices; International pricing process and policies; Delivery
terms and currency for export price quotations; Transfer pricing. International dumping;
financing marketing transactions. International Distribution Decisions: The structure of
international distribution systems; Distribution channel strategy-International distribution
channels, their roles and functions; Selection and management of overseas agents; Aspects of
international supply chain management; International distribution logistics inventory
management transportation, warehousing and insurance. International direct marketing;
leveraging international distribution for competitive advantage. International Promotion
Strategies: International promotion mix; push and pull strategies; Communications across

countries-complexities and issues; International promotion tools and planning Advertising,


personal selling, publicity and sales promotion; challenges of international advertising;
global media strategy; Developing international promotion campaign; Standardization vs.
adaptation issue; Planning for direct mail, sales literature, trade fairs and exhibitions.
Text Books:
1. Onkvisit Sak and John J Shaw, International Marketing Analysis and Strategy, PHI,
New Delhi
2. Joshi, Rakesh Mohan, International Marketing, Oxford University Press, New Delhi
Reference Books:
1. Rajgopal, International Marketing, Vikas Publication, New Delhi
2. Doole Isobel and Robin Lawe, International Marketing Strategy, Thomson Learning
3. Keegan Warren J, Global Marketing Management, Pearson Education, New Delhi

Course Title: Sales and Distribution Management Digital Marketing


Course Code: 16DM62M4
SEM IV / Year II
L-T-P: 3-0 -0
Credits: 3
Course Objective:
1. To provide foundations in components of sales and distribution management.
2. To introduce various facets of the job of a sales manager.
3. To focus on decision making aspects and implementation of decisions in sales and
distribution management.
4. To provide insights to students on retailing, channels of distribution and various players
involved in the process.
Course Outcome:
1. Students develop an insight on how to generate sales and various aspects of distribution
channels.
2. Students become aware about the role and profile of a sales managers job in an
organization.
3. Students gain ideas in decision making aspects and implementation of decisions in sales
and distribution management.
4. Awareness about retailing and various channels of distribution is created.
Syllabus:
Introduction to Sales and Distribution Management:
Sales Management: Objectives, Nature & Scope, Sales Environment, Sales Planning,
Strategic role of sales management. Marketing Channels: Functions and Significance,
Structure - Vertical and Horizontal, Symbiotic, Role of marketing channels in the dynamic
market place, Designing the Market Channel system, Channels for Consumer goods,
Industrial goods, Inter Dependency of Sales &Distribution. Managing Marketing
Channels: Channel Policies, Choice of the channel, Organizational Pattern in the Channel,
Assessing Channel Performance, Causes for Channel Conflict & Techniques to overcome
conflict, Channel Information System. Organizing the Sales Force: Objectives & Structure
of Sales Organization, Organizing the Sales Force, Recruitment, selection and training the
sales force, Field Sales Planning , Compensation and Evaluation of Sales Force. Sales
Planning & Control: Sales Planning: Sales Forecasting & Budgeting, Sales Quotas and
Targets; Sales Control: Reporting Formats for Primary and Secondary Sales, Monthly Sales
Plan, Territory Sales and Coverage Plan, Daily Sales Call Report, Expired Goods and
Breakage Return Report, Fortnightly Sales Review Report, Order Booking Report, Monthly
and Quarterly Sales Report. Sales Audit: Sales Force Productivity Indicators (Value and
Volume) Territory Productivity, Per Person per Month Productivity, Sales to Marketing
Expenses Ratio; Specialized Techniques in Selling: Tele / Mobile Marketing, Online
Marketing, Ecommerce. Marketing Channels: Significance and role of channels, C&F
Agents, Types of the Wholesalers; Franchising: Significance and importance of Franchisee

in Channel Decision Advantages of Franchisee Process of appointment of FranchiseeFranchiser Franchisee relationship. ROI calculation at Dealer Level. Retailing: Nature and
Importance of Retailing , Types of Retailers, Organized &unorganized Retailing Formats,
Retail Merchandising, Retail Decision Location and Size; Retailer Promotion: Advertising,
Sales Promotion and POP Promotion, Shelf Management, Communicating with the retailer
customer, Economic cost of retailing, New Trends in Retailing, Role and Significance of
Multi-level Marketing
Text Books:
1. Sales and Distribution Management by Havaldar & Cavale, TMGH
2. Sales Management by Still, Cundiff & Govani, Pearson Education
Reference Books
1. Retailing Management by Michael Levy & Barton Weitz, TMGH, 5th Edition
2. Sales and Distribution Management, SL Gupta, Excel books

Course Title: Retail Management


Course Code: 16DM62M5
SEM IV / Year II

L-T-P: 3-0 -0

Credits: 3

Course Objective:
1. To understand contemporary retail management theories, issues at various strategic
level.
2. To analyze the way retailing works, focusing on key activities and relationships.
3. To gain knowledge on retail stores and the functions, relations among retail owner
supplier manufacturer distributor warehouse and customers in the retail
environment.
4. To understand various planning, decision making and management methods in retail
science.
Course Outcome:
1. Students can able to apply retailing theory and research in retail management.
2. Students will demonstrate the ability to identify and understand basic theories,
principles, practices and terminology related to each functional area of Retail
Management.
3. Students will demonstrate the ability to perform basic functions appropriate to each
functional area of Retail business.
4. Students are equipped with the decision making capabilities and management
methods required in retail science.
Syllabus:
Overview of Retailing Management: Introduction to retailing, concept, Nature, scope,,
Functions of retailing; Building and sustaining relationships; Retail organization structure,,
Retail management process Types of Retail Outlets, Market structure and control; Planning
and, development. Retail Management Situational Analysis: Retail institutions by
ownership; Retail institutions, by store-based strategy mix; Web, non-store-based, and other
forms of non-traditional retailing;, Targeting customers and gathering information;
Communicating with customers; Market/, competitors, Promotional strategies Choosing a
store location: Trading-area analysis; Site, selection; Store design and layout, Display.
Managing Retail Business: Retail organization and HRM; Operations management:
financial and operations dimensions; Managing retail services; Service characteristics;
Branding: perceptions of service quality, sales force management. Delivering the Product:
Retail Information Systems; Merchandise management and pricing: Merchandise plan,
Merchandise buying and handling, people in retailing. International Retailing:
Internationalization and Globalization; Shopping at World stores; Going International; The
Internationalization process; Culture, business and international management

Text Books:
1. U. C. Mathur, Retail Management: Text and Cases, I. K. International Pvt Ltd, 2012
2. Pradhan, Retail Management: Text and Cases, Tata Mc Graw Hill Education, 2012
Reference Books:
1. Michel Chevalier, Michel Gutsatz, Luxury Retail Management: How the World's Top
Brands Provide Quality Product and Service Support, John Wiley & Sons, 2012.
2. Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein, Strategic Retail Management:
Text and International Cases, Springer Science & Business Media, 02-Feb-2012.

Course Title: Branded Content and Future of Media

Course Code: 16DM62M6


SEM IV / Year II

L-T-P : 3-0 -0

Credits : 3

Course Objectives:
1. To cover the innovations in how brands communicate with the evolving media and keep
pace.
2. To provide students an insight on how media influence consumer beliefs, knowledge and
attitudes to brands and businesses
3. To help students for exploring the latest trends of media & content.
4. To develop an insight on user generated content and its impact on media monetization
and the entire media business model.
Course Outcome:
1. Students know how effectively brands can effectively communicate by using apposite
evolving media.
2. Students understand how media influence consumer beliefs, knowledge and attitudes to
brands and businesses.
3. Students have knowledge about the latest media trends and contents.
4. Students know about user generated content and its impact on media monetization.
Branded Content The New Form of Entertainment: The Brand Integration Continuum,
Publicity beyond Placement, Future of Branded Entertainment, Eight Tips to Enhance
Content Marketing, Remembering the Essentials Learning from the Masters. Brand
Story:Discovering the Brand Story, From Brand Story to Brand Promise and Personality,
Designing and Executing the Brand Story, Service Experiences, Product and Packaging,
Corporate Social Responsibility and Sustainability. Consumer Generated Content:
Definition and Insights CGC, Involvement in Product Development, Opportunities for Cocreation, Four Building Blocks of Co-creation. Gamification and the Fun Theory, Five
Elements of Gamification in a Branding Strategy, Advergaming, Gamevertising, Principles
of Gamification. The Future of Media: Scenario Planning, Interpreting Scenario, Dynamic
Content Creation, Strategic Framework of the Future of Media, The Consumer/Creator
Archetype, Revenue and Ad Aggregation, Distribution: Channels, Devices, and Mobility,
Globalization and Localization, Shifting Advertising Channels - Growth in Digital
Advertising, Social Networks, Blogging Platforms, Drivers of Value, The Forces Shaping
Media--Increasing Media Consumption, Fragmentation, Participation, Personalization, New
Revenue Models, Generational Change, Increasing Bandwidth; Future of Media Lifecycle
Cases.

Text Books:
1. Parreno, Jose Marti, Engaging Consumers through Branded Entertainment and
Convergent Media, IGI Global, 2015
2. Shay Sayre, Cynthia King, Entertainment and Society: Influences, Impacts, and
Innovations, Routledge, 2012
Reference Books:
1.
2.

Damaris Valero, Branded Entertainment: Dealmaking Strategies & Techniques for


Industry Professionals, J. Ross Publishing, 2014
Ahava Leibtag, The Digital Crown: Winning at Content on the Web, Newness, 2013

Course Title: Customer Relationship Management

Course Code: 16DM62M7


SEM IV / Year II

L-T-P: 3-0 -0

Credits: 3

Course Objectives:
1. To introduce the core concepts of CRM paradigm.
2. To emphasize CRM as a business strategy.
3. To highlight the role of appropriate business process and technology management
capabilities in managing customer relationships.
4. To provide students an insight to analyze the different components of a CRM Plan.
Course Outcomes:
1. Students would know the role of appropriate business process and technology
management capabilities in managing customer relationships.
2. Students can understand the organizational context of CRM.
3. Develop an understanding of the terms and benefits of CRM on a companys bottom line.
4. Identify how CRM creates value for organizations and customers.

Syllabus:
Fundamentals of CRM: Understanding Relationships: What is a relationship? Relationship
Quality, Why companies want relationships with customers? Why companies do not want
relationships with customers? Why customers want relationships with suppliers? Why
customers do not want relationships with suppliers? Customer satisfaction loyalty
business performance linkage, Satisfaction- profit chain, Relationship management theories.
Introduction to CRM: Introduction , Strategic CRM, Operational CRM, Analytical CRM,
Collaborative CRM, Misunderstandings about CRM, Defining CRM, CRM constituencies,
Commercial and not-for-profit context of CRM, Models of CRM. Managing the Customer
Lifecycle: Customer Acquisition: What is a new customer? Understanding Customer Value,
Sources of Customer Value, Customization, Value from products services processes
people physical evidence customer communication channels, Customer Value
estimates, Prospecting, KPI of a customer acquisition programme, Making the right offer,
Operational CRM tools, Support from CRM Analytics. Customer Retention &
Development: What is customer retention? Managing Customer Retention or Value
Retention? Economics of Customer Retention, Which Customers to retain? Strategies of
Customer Retention, Positive Customer Retention Strategies, KPI for a Customer Retention
programme, Strategies for Customer Development, Strategies for terminating Customer
Relationships. CRM Mechanics: CRM Enablers: Customer related database, Developing a
Customer related database, Database technology and hardware platform options,
Maintaining the database, Desirable Database Attributes, Data Integration, Data
Warehousing, Data Marts, Data Access and Interrogation, Data Mining, Privacy Issues.
Customer Portfolio Management: What is a portfolio? Who is the Customer? Basic
disciplines for CPM, Market Segmentation, Sales Forecasting, Activity Based Costing,
Lifetime Value Estimation, CPM in the B2B context, Strategically Significant Customers,
Seven Core Customer Management Strategies.

Customer Relationship Management and Customer Experience Management: What is


meant by Customer Experience? Experiential Marketing Strategies and Tactics, Customer
Experience and the role of CRM.

Text Books:
1. Customer Relationship Management Concepts and Technologies by Francis Buttle, 2nd
Edition, Butterworth Heinemann, Elsevier.
2. Relationship Management Text and Cases, S. Shajahan,TMGH.
Reference Books:
1. Handbook of Relationship Marketing by Jagdish Sheth and Atul Parvatiyar, Response
Books, Sage Publications.
2. Customer Relationship Management Perspectives from the Marketplace by Simon
Knox, Stan Maklan, Adrian Payne, joe Peppard and Lynette Ryals, Elsevier.
3. Total Relationship Management by Evert Gummesson, Elsevier. Understanding CRM,
Seema Girdhar, Excel Books.

Course Title: Search Engine Optimization


Course Code: 16DM61D0
SEM III / Year II
L-T-P: 3-0 -0

Credits: 3

Course Objective:
1. To explore the underlying theory and inner workings of search engines.
2. To make students aware about how businesses can earn significant revenues by leveraging
the quality and relevance of this traffic for direct sales, customer acquisition, and
branding/awareness campaigns.
3. To make students understand the services, products, overall business strategy, competitive
landscape, branding, future site development, and related business components just as
much as members of other marketing divisions, whether online or offline.
4. To make students understand which search terms your prospects use to find the products
or services that you supply.
Course Outcome:
1. Students understood the role of social media, user data and links; and to discover tools to
track results and measure success.
2. Students develop skills to generate revenues by leveraging traffic for direct sales,
customer acquisition, and branding/awareness campaigns.
3. Students are developed with the knowledge of online marketing.
4. Students now understand search terms, prospects use to find products or services.
Syllabus:
Introduction to SEO: What is Search Engine Optimization (SEO)? Introduction to SERP,
What are search engines? How search engines work? Major functions of a search engine.
Search Engine Traffic: What is traffic? Different types of traffic, What are keywords?
Different types of keywords, Google keyword planner tool, Keyword research process. OnPage Optimization: Keyword optimization, Content optimization, Adding social media
plug-ins on Web pages, Internal linking, Meta tag creation, Creating Web page in HTML.
Off-Page Optimization: What is page rank? How to increase page rank?, What are back
links?Types of back links, what is link building? Types of link building, Do's and Don'ts of
link building. Optimized Content Strategy: How to write optimized content, Monitoring
SEO process, Preparing SEO reports.
Text Books:
1. Eric Enge, The Art of SEO, Shroff/O'Reilly; Second edition, 2012
2. Dr. Andy Williams, SEO 2015 & Beyond, CreateSpace Independent Publishing Platform;
Fourth edition, 2014

Reference Books:
1. E-Marketing -The essential guide to marketing in a digital world, Rob Stokes and the

Minds of Quirk, Quirk Education Pty (Ltd). 5th Edition, 2012


2. Bruce Clay, Search Engine Optimization All-in-One for Dummies, John Wiley & Sons,
2015.

Course Title: E-Marketing Financial Models


Course Code: 16DM61D1

SEM III / Year II

L-T-P: 3-0 -0

Credits: 3

Course Objective:
1. To acquire financial modeling techniques and gain the expertise.
2. To develop in-depth knowledge on techniques of financial modeling with focus on emarketing.
3. To describe the concept of Goal Seek and the role of goal seek and data tables in
financial
modeling.
4. To equip students with cryptography techniques and its use in making payments.
Course Outcome:
1. Students will be able to interpret the way payment processes and the gateway operating
principles.
2. Students now have in-depth knowledge on techniques of financial modeling with focus
on e-marketing.
3. Students are equipped to develop data tables using financial modeling.
4. Students understand cryptography techniques to make payments.
Syllabus:
Impact of the Internet: The impact of Internet on the financial sector. On-line finance:
strategies for new services and financial products supply. Online Financial Strategies:
Online finance strategies to be a successful financial services supplier. Banks and the
Internet: status quo and possible developments. Electronic Payment: Motivation for
electronic payment. Areas of application. Characteristics of traditional payment systems.
Cryptography Techniques: Cryptography techniques for payment systems. Systems based
on credit cards. Electronic checks. Electronic Cash Payment: Electronic cash payment
systems.Micro payments.Evaluation of electronic payment systems.
Text Books:
1. Raymond Frost, Judy Strauss, E-Marketing, Pearson Education, 18-Jul-2013
2. E-Marketing: Concepts, Methodologies, Tools, and Applications: Concepts,
Methodologies, Tools, and Applications, Management Association, Information
Resources IGI Global, 31-May-2012

Reference Books:

1. Dave Chaffey, PR Smith, Emarketing Excellence: Planning and Optimizing your Digital
Marketing, Routledge, 05-Mar-2013.
2. Claude E. Barfield, Gnter S. Heiduk, Paul J.J. Welfens, Internet, Economic Growth and
Globalization: Perspectives on the New Economy in Europe, Japan and the USA,
Springer Science & Business Media, 02-Nov-2012.

Course Title: Mobile & E-Mail Marketing


Course Code: 16DM61D2
SEM III / Year II
L-T-P : 3-0 -0

Credits : 3

Course Objective:
1. To teach the student with the basic understanding of Mobile and Email customers and help
gain insights in the areas of technology adoption.
2. To make the understand the functioning of e-commerce in various devices, changing
nature of services and ecosystems.
3. To help students understand mobile based internet usage and influence of email on product
buying.
4. To help students know about various E-Mail marketing tools.
Course Outcome:
1. The learning will develop a technical ideology in students minds thus allowing them to
better understand the entire platform.
2. Students can explore mobile based internet usage and the influence of email in product
buying.
3. Students would bring out their knowledge into work environment on mobile marketing,
email marketing and analytics.
4. Students are equipped with various E-Mail marketing tools.
Syllabus:
Understanding the Mobile Consumer: User journey and context Mobile and multi-channel
marketing, User journey examples, the stages of the user journey, Value proposition and user
journey. Technology Change and Adoption: Forty years of radical change, integrated
devices, Smartphone adoption, Global variations, benchmarking marketing activity.
Disruption and Integration: The death of in-store retail Convenience, choice and
transparency, Business culture, Single customer view, Next step: marketing automation,
Mobile as a change enabler. Devices, Platforms and Technology: Why It Doesnt Matter:
Mobile-compatible is not mobile-optimized, Technology challenges, Audience segmentation,
Frictionless technology. Mobile Statistics: Summary , Breakdown of regions, Smartphone
adoption levels, Mobile broadband subscriptions, Breakdown of mobile operating systems
worldwide, QR codes, NFC and other technologies, Mobile social media usage by region.
Email Marketing Strategy: Building email marketing strategy, Building subscriber lists,
Building database and Purchasing database, Follow-ups. Email Marketing Campaign
Design: Designing Newsletters, Types of Campaigns, Email Marketing Reports and analysis,
Scope of Email marketing, Influence of modern digital marketing models in email
marketing. Email Marketing Tools: Email Automation, Email Design Reference Concepts, Design, Development, Resources. Mailchimp, EMMA, AWeber, Active
Campaign. Basics of CSS, Purpose of CSS Inliner tool.

Text Books:
1. Rowles, Daniel (2013-11-03). Mobile Marketing: How Mobile Technology is
Revolutionizing Marketing, Communications and Advertising (Kindle Locations 178185). Kogan Page. Kindle Edition.
2. Hopkins, Jeanne; Turner, Jamie (2012-01-05). Go Mobile: Location-Based Marketing,
Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow
Your Business. Wiley. Kindle Edition.
5. David Gilmour (Foreword), Jeanniey Mullen, Email Marketing: An Hour a Day
Paperback, Sybex, 2008
6. Matthew Paulson and Elisa Doucette, mail Marketing Demystified, American Consumer
News, LLC; 1 edition, 2015
Reference Books:
1. Mobile Marketing for Dummies 2013 - by Michael Becker and John Arnold
2. The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers
2014 - by Ray Poynter and Navin Williams
3. Ian Brodie, Email Persuasion: Captivate and Engage Your Audience, Build Authority and
Generate More Sales With Email Marketing, Rainmaker Publishing; 1 edition, 2013

Course Title: Affiliate Marketing


Course Code: 16DM61D3
SEM III / Year II

L-T-P: 3-0 -0

Credits: 3

Course Objectives:
1.
2.
3.
4.

To help students learn the basics of affiliate marketing.


To make students understand the principles, benefits and pitfalls of affiliate marketing
To help students measure and evaluate affiliate marketing programme
To equip students identify which types of affiliates are best for your business.

Course Outcome:
1. Students can better analyze the impact of affiliates in a website and its promotion.
2. Students learn and understand the benefits and pitfalls of affiliate marketing.
3. Students would be able to measure and evaluate affiliate marketing programme.
4. Students understand which affiliates best suit their business.
Syllabus:
Introduction to affiliate marketing: Difference between referral and affiliate marketingmerchant, affiliate, network, types of affiliate websites. Partnership with affiliate networks,
adsense & ad network:compensation methods, current and past issues, email spam, search
engine spam, google slap, adware, trademark bidding, cookie stuffing, lack of self regulation
and industry standards. Setting up an affiliate website: Web design and development,
capturing visitor credentials, integrating social plugins, integrating third party tools,
developing plugins, add-ons, apps and widgets. Strategic planning: Locating and signing
up with affiliate networks, implementing outbound tracking links, driving traffic to the
website, affiliate marketing - case studies : case study - couponraja.com, distributing plugins,
add-ons, apps & widgets, case study - invisible hand , selling prominent ad spaces.
Text Books:
1. Affiliate Marketing: How To Make Money And Create an Income in: Online Marketing &
Internet Marketing (Blog Promotion, Niche, Passive, Affiliate Business, Online Marketing
For Beginners, Affiliates) Kindle Edition. by Andy Anderson (Author)
Reference Books:
1. The Complete Guide to Affiliate Marketing on the Web: How to Use and Profit from
Affiliate Marketing Programs Kindle Edition by Bruce C. Brown (Author)

Course Title: Mobile and Web Analytics


Course Code: 16DM62D4

SEM IV / Year II

L-T-P: 3-0 -0

Credits: 3

Course Objective:
1. To help the students in dealing with the collection, reporting, and analysis of website data.
2. To help students learn about web analytics, web analytics methodology and web
monetization models.
3. To provide knowledge about various types of data and usability.
4. To help students in evaluating the effectiveness of branding content.
Course Outcome:
1. Knowledge on identifying measures based on organizational and user goals using the
website data
2. Knowledge on determination of the success or failure of organizational goals and to drive
strategy and improve the users experience.
3. Students know about various types of data and its usage.
4. Students learn about analysis, evaluation and reporting of data and branding content.
Syllabus:
Web Analytics Methodology: The Four Steps of Web Analytics, Defining Business Metrics
(KPIs), Reports, Analysis, Optimization and Action, Results and Starting Again. Defining
Overall Business Goals: Defining Site Goals: The Conversion Funnel, Awareness, Interest,
Consideration, Website Goals and the Marketing Funnel, Understanding Key Performance
Indicators (KPIs), Constructing KPIs, Creating Targets for KPIs, Common KPIs for
Different Site Types, E-Commerce, Lead Generation, Customer Service, Content Sites,
Branding Sites. The Monetization Challenge: Web-Monetization Models, How to Create
Monetization Models, Assembling a Monetization Model, Monetization Models for
Different Site Types and Behaviors, E-Commerce Opportunity, Lead Generation, Customer
Service, Ad-Supported Content Sites. Primary Data Types: Behavioral Data, Attitudinal
Data, Balancing Behavioral and Attitudinal Data, Competitive Data. Secondary Data
Types: Customer Interaction and Data, Third-Party Research Usability Benchmarking,
Heuristic Evaluation and Expert Reviews, Community Sourced Data Leveraging These Data
Types. Analysis vs. Reporting: Analyzing Purchasing Processes to Find Opportunities,
Analyzing Lead Processes to Find Opportunities, Evaluating the Effectiveness of Home
Page. Evaluating the Effectiveness of Branding Content: Branding Metrics, Evaluating
the Effectiveness of Campaign Landing Pages, Segmenting Traffic to Identify Behavioral
Differences, Segmenting Audience, Analyzing Drivers to Offline Conversion, Tracking
Online Partner Handoffs and Brick-And-Mortar Referrals, Tracking Offline Handoffs to
Sales Reps, Tracking Visitors to a Call Center, Delayed Conversion and its tracking.

Text Book

1. Jason Burby, Shane Atchison, Actionable Web Analytics Using Data to Make Smart
Business Decisions, Wiley Publishing, Inc.2007
Reference Book
1. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity,
Sybex, Oct 2009

Course Title: Introduction to Web Content Writing


Course Code: 16DM62D5
SEM IV / Year II
L-T-P: 3-0 -0

Credits: 3

Course Objective:
1. To help students identify the characteristics of an effective web content.
2. To help students understand and explain how people read on the web and how it
differs from print.
3. To enable students write web copy that makes it easier for readers to find the
information they want as per the standards required.
4. To identify potential accessibility issues in web pages and ensure that
they are accessible to all readers, including those with disabilities

Course Outcome:
1. Student will be aware of the methods and techniques to know, practice and develop
web content writing.
2. It helps to understand Importance of Writing Effective Web Content & Effective Web
Content Writing Techniques
3. Students will be able to write web copy which can be easily comprehended by
readers.
4. Students are able to identify potential accessibility issues in web pages.
Syllabus:
The Art Of Writing: Essentials of writing & storytelling - what is storytelling - why is it
important - what makes a good story and a bad one - basic rules of grammar and language understanding 'tone of voice'. Understanding The Reader & Applying Psychology To
Writing. The psychology of writing: Basic concepts of psychology (with regards to writing)
- understanding how the mind reacts to writing - how to use this knowledge to influence the
reader - what readers like to read (or see/hear). Writing For The Digital Medium: How to
write for digital - what makes writing for digital different - copywriting for the digital
medium - Technical Writing - Creative Writing. Different Types Of Writing: Writing for
websites - writing for blogs (reviews/UGC etc.) - writing for social media (Facebook /
twitter etc. - Writing for search engines - Web Copy writing - writing for banners/stamp ads.
After You Write: Proof Reading Editing Rewriting - Content based Marketing Customer Targeting and Demographics - Content based Analytics and Quality Check
Text Books:
1. Lynda Felder, Writing for the Web: Creating Compelling Web Content Using Words,
Pictures, and Sound New Riders, 2012
2. Nicole Fenton, Kate Kiefer Lee, Nicely Said: Writing for the Web with Style and
Purpose Voices That Matter New Riders, 2014

Reference Books:
1. Janice Redish, Janice (Ginny) Redish, Letting Go of the Words: Writing Web Content
That Works Elsevier, 2012

2. Ken Bradford, Dr. Deborah C. Bauers, LPC, Freelance Blog Writing: Writing Better
Web Content Ken Bradford and Dr. Deborah C. Bauers, LPC, 2014

Course Title: Ideation and Creative expression


Course Code: 16DM62D6
SEM IV / Year II
L-T-P : 3-0 -0

Credits : 3

Course Objective:
1. To enable the students for generating and developing ideas to solve business problems.
2. To enable the creative development in the digital medium to keep pace with the thinking
and process of having ideas.
3. To develop creative thinking and behaviour in individuals who enjoy the process of
learning through experimentation and exploration.
4. To make students learn about various communication media and its impact on audience.

Course Outcome:
1. Students can see varied perspectives in everyday lives and business situations to reach
innovative solutions for business issues.
2. Students will exhibit creativity and thinking with the process of having ideas.
3. Students develop critical thinking and analytical behaviour.
4. Students get aware about media of communication and its effectiveness on audience.
Syllabus:
Basics of Ideation: Ideas Principles and Definitions, Areas of Human Endeavour, The Idea
in Art, The Idea in Science, The Idea in Problem Solving, Ideas and Nature, Nature as a
Problem Solver, Best Ideas of the 20th Century, Articulating the problem. Ideation
Techniques: Ideation Techniques, Mind Mapping, Brainstorming, Random Association,
Problem Reversal, Forced Analogy, Assumption Smashing, Attribute Listing, Lateral
Thinking, 100 Boxes, Hive Mind, Ideation Techniques De Bono, Lateral Thinking,
Creativity and New Ideas, Random Entry Idea Generating Tool, Provocation Idea Generating
Tool, Challenge Idea Generating Tool, Concept Fan Idea Generating Tool, Six Thinking
Hats, Separating Idea from Execution, The Ideation Stage, The Three Parameters, Roger
Oechs Four Creative Personalities. Design Basics and Its Application: What is Design,
Form and Function, Affecting Product Designs, Ideas to Make Designs More Welcoming,
Ideas to Make Designs More Aesthetic, Ways to Enhance the Usability of a Design, Other
Ideas to make Better Design Decisions, The Future of Design. Ideas in Business World:
Ideas and Advertising, The Purposes of Advertising, Types of Ads, Advertising Brief,
Executing an Idea Mandatory Issues and Constraints, What after the Brief? Selling an Idea
Conflict Resolution and the Art of Compromise, Idea of a Brand, What is Not a Brand?
Difference between a Product and a Brand, The Connection between a Brand and its
Advertising, Brand Ideas as Owned or Seen by Consumers, The Future or Lack Thereof of
Brands. Ideas in Communication: Ideas, Communication and Media, The Symbol, Art of
Propaganda, Politicization and Commercialization of News, Media

Explosion Indian and Global Content, Ideas in Digital Media, Innovative Media
campaigns, Case studies
Text Books:
1. William Lidwell, Kritina Holden, Jill Butler, Universal Principles of Design, Rockport

Publishers, 2010
2. Victor Papanek, Design For The Real World: Human Ecology And Social Change,
Thames & Hudson, 2000
Reference Books:
1. Donald A. Norman, Emotional Design: Why We Love (or Hate) Everyday Things, Basic
Books, 2004
2. Donald A. Norman, The Design of Everyday Things, Basic Books, 2002
3. Roger Von Oech. A Whack on the Side of the Head: How You Can Be More Creative.
Business Plus, Revised Edition. 1998
4. Edward de Bono. Six Thinking Hats. Back Bay Books Second Edition. 1999
5. Edward de Bono. Lateral thinking: Creativity Step by Step. Harper Colophon. 1973.

Course Title: Technology of e-business and e-commerce


Course Code: 16DM62D7
SEM IV / Year II
L-T-P: 3-0 -0

Credits: 3

Course Objective:
1. To strengthen and wider the technical knowledge of students as they will be encouraged to
research on emerging technological innovations related to the net.
2. To contextualize marketing concepts in electronic marketing context.
3. To give insights into various aspects of E-Commerce from the perspective of creating
Customer Value.
4. To explain and illustrate the use of E-Commerce and E-Business.
Course Outcome:
1. Students will understand the integration of distributed database technologies within the
internet architecture.
2. It helps to understand the concepts of e-business and e-commerce with the advent of
internet.
3. Students now have a knowhow about the various aspects of E-Commerce from Customer
Value perspective.
4. Student learnt to use E-Business tools and how to do business electronically.
Syllabus:
Introduction to E-Commerce and E-Business: Meaning & Concept, E-Commerce vs.
Traditional Commerce. Media Convergence Business applications & Need for E-Commerce,
E-Business. Basics of E-Commerce: Network and electronic transactions today.
Convergence of information and communication technologies. Demands for higher
bandwidth and guaranteed quality of service. Multimedia communications: Mobile
communications. Integration of external devices with the Internet. Internet access via cellular
phones. The database technologies relevant to electronic commerce. Emphasis will be placed
on data warehousing, data mining and intelligent agents. Perspectives on the technology
evolution of the Internet.
Text Books:
1. M. Mallah, Web Development with Oracle Portal Prentice Hall ISBN 0130600377
2. K. Martin, G. Honda, The Essential Guide to Internet Business Technology Prentice-Hall
ISBN 0130428205
Reference Books:
1. H. Newton Newtons Telecom dictionary CMP Books ISBN 1578201047

- SECTORAL ELECTIVE COURSES DIGITAL ADVERTISING


Course Title: B2B Marketing
Course Code: 16DM6XA1

SEM III or IV / Year II

L-T-P : 3-0 -0

Credits : 3

Course Objectives:
1. To familiarize students with the terms, concepts, and nature of Business-to-Business
Marketing.
2. To expose the students to the industrial marketing functions of firms.
3. To help the students in enabling in specifics of marketing mix for Business-toBusiness Marketing.
4. To acquaint the students with the how the industry functions and transacts with other
firms in the industry.
Course Outcome:
1. Students will be aware of the specifics of marketing mix for Business-to-Business
Marketing.
2. Students reflect the industrial marketing functions of firms.
3. The students are able to understand the specifications of marketing mix for Business-toBusiness Marketing.
4. Students get acquainted to how industry functions and transact with other firms.
Syllabus:
Overview of Business-to-Business Marketing: Introduction to Business-to-Business
Marketing: Business, Organizational & Government Markets, Organizational Buying
Behavior, Concept of the Business-to-Business (B2B) Marketing, Comparison of Businessto-Business &Business-to-Consumer Marketing. Buying Situations, Buy grid Framework,
Role of Buying Centre. Models of B2B Marketing: Webster & Wind Model, Sheth Model,
Impact of Macro/Micro Environmental factors on decision making. Segmentation,
Targeting & Positioning for B2BMarkets: Market Segmentation Bases: Macro Variables Industry Characteristics, Company Size, Customer Location, End User Markets, product
Applications. Micro Variables: Customer Interaction needs, Organizational Capabilities,
Purchasing Policies, Purchasing Criteria, and Personal Characteristics. Target Markets:
Concentrated Marketing, Differentiated Marketing, Undifferentiated Marketing. Criteria for
choosing a target market. Positioning, Product Pricing Strategy for B2BMarkets:
Industrial Products: Definition of an Industrial Product, Industrial Product Lifecycle &
Strategies across the PLC, Product strategies for New Products and Existing Products,
Importance of After Sales Service. Innovation, Competitiveness & Technology. Marketing of
Projects, Industrial Services, High technology products. Pricing: Factors influencing
Pricing Decisions, Pricing Strategies Competitive bidding, Pricing New Products, Pricing

Policies, Commercial Terms and Conditions, Contracts, Hiring & Leasing, Negotiation,
Bargaining, Persuasion & Conviction. Methods used to Influence Industrial Customers,
Special Dealing between Buyer and Sellers, Reciprocity, Ethical Issues. International Market
based Pricing.

Text Books:
1. Industrial Marketing by Havaldar
Reference Books:
1. Industrial Marketing by Hill, Alexander &Cross, Irwin Industrial Marketing by
Mukherjee, Excel Book

Course Title: AdTech & MarTech


Course Code: 16DM6XA2
SEM III or IV / Year II

L-T-P : 3-0 -0

Credits : 3

Course Objectives:
1. To help students for creatively improving the way customers experience and interact with
brands.
2. To help students in learning the typical components of martech stack used in the market
today.
3. To teach the students the role and function of marketing technologies: email marketing,
social media marketing and CRM, SEO, e-commerce platforms, content marketing and
other consumer touch points.
4. To make the students learn the importance of marketing data and analytics technologies
such as tag management and martech stacks.
Course Outcome:
1. Students gain an overview of the various current technologies that are used in advertising.
2. Students learn how the marriage of creativity and technology has created new creative
opportunities across the board.
3. Students learn the various role and functions of marketing technologies.
4. Students are aware about the importance of marketing data and analytics technologies.
Syllabus:
Introduction to Online Advertising Technology: Development of advertising plans for
digital media; List and applications of online advertising media tools; Creative writing&
testing- Crafting selling messages for target customers and tools to optimize; Programmatic
buying; Adservers, DSPs, Exchanges, Trading desks, Retargeting. Development of
promotional strategies- advertising campaigns, media plans; Designing ads for website,
email & mobile. Authoring of Content on the Web: Principles of Web design and website
management; Website organization and structure-file formats, accessibility issues, homepage
usability& responsive design; Basic HTML code, web graphics, web animation, interactivity,
and cascading style sheets; Content curation - Storyboarding and scriptwriting; Skills for
banner advertising and web marketing techniques; Design actual websites for local
businesses and community organizations. Multimedia Content Creation, Technology&
Promotion: Concept of multimedia technology, multimedia files, formats and their use; Use
of scanners, digital cameras, digital playback system, digital video and audio equipment,
digital image editing, photo manipulation techniques; Industry-standard technology to create
digital graphics for print, web pages, video and multimedia presentations. How to promote
multimedia content online. Introduction to Marketing Technology: Understanding
business on internet, research online business services, development of internet business
plan; Buyer journey & customer lifecycles; Customer relationship management,
Components of CRM, ways of customer interaction, pre-implementation of CRM, Kick-off

meeting, requirements gathering, prototyping and detailed proposal generation in sales.


Tools of Marketing Technology: Sales force Automation (SFA): Definition, need, barriers

to successful SFA, technological aspect of SFA, data synchronization in sales, reporting


tools; Enterprise Marketing Automation (EMA: Components of EMA, marketing campaign,
campaign planning and management, EMA components (promotions, events loyalty and
retention programs), response management; Application Service Provider(ASP) in
marketing: Meaning, their role and function, advantages andDisadvantages of implementing
ASP.

Text Books:
1. Marla R. Stafford Ronald J. Faber, 2015, Advertising, Promotion, and New Media,
Routledge.
2. Tom Altstiel, Jean Grow, 2012, Advertising Creative: Strategy, Copy, and Design, SAGE
Publications.
Reference Books:
1. Christian Schlee, 2013, Targeted Advertising Technologies in the ICT Space: A Use Case
Driven Analysis, Springer Science & Business Media
2. Fern L. Johnson, 2012, Imaging in Advertising: Verbal and Visual Codes of Commerce,
Routledge

Course Title: Digital Strategies and Planning


Course Code: 16DM6XA3
SEM III or IV / Year II
L-T-P: 3-0 -0

Credits: 3

Course Objectives:
1. To help students create a digital marketing plan and budget
2. To identify suitable measures to set objectives and evaluate digital marketing.
3. To explain and illustrate the use of e-business models, and e-business risk analysis.
4. To understand the latest trends in e-business and the regulatory framework associated with
it.
Course Outcome:
1. Students can review and prioritise strategic options for increasing customer acquisition,
conversion and retention.
2. Students are equipped to set objectives and evaluate digital marketing.
3. Students now understand e-business models and e-business risks involved.
4. Students have knowledge about the latest trends in e-business.
Syllabus:
Introduction: Trends and directions in e-business.e-visioning. An introduction to the key ebusiness models.Case analysis of e-business ventures. E-Business Planning: e-Market
analysis methodologies. Organizing e-business.Justifying e-investment appraisal.Structuring
the e-business plan. Business and Operational Aspects of e-business. E-Business Risk
Analysis: Investors perspective of e-business proposals.Technology enablers of e-business
collaboration. E-Business Collaboration: Designing processes for e-business collaboration
and e-business process analysis. Principles of Customer Relationship Management. Trends
In E-Business: Emerging Aspects of e-business: The e-business regulatory framework.The
evolution of e-business and e-strategy consulting.
Text Books:
1. Michael E-Porter Strategy and the Internet digital E-Book Harvard Business School
2. Christopher Bones, James Hamersley, Leading Digital Strategy: Driving Business
Growth through Effective E-commerce, Kogan Page Publishers, 2015
3. Peter Weill, Michael Vitale, Place to Space: Migrating to E-Business Models, Harvard
Business Press, 2013
Reference Books:
1. Ira Kaufman, Chris Horton, Digital Marketing: Integrating Strategy and Tactics with
Values, A Guidebook for Executives, Managers, and Students, Routledge, 2014.
2. Larry Weber, Everywhere: Comprehensive Digital Business Strategy for the Social Media
Era, John Wiley & Sons, 2012

Course Title: Online Reputation Management


Course Code: 16DM6XA4
SEM III or IV / Year II
L-T-P: 3-0 -0

Credits: 3

Course Objective:
1. To make students understand the benefits and pitfalls of Social Media Marketing
2. To make students know which tools to use for brand monitoring and Online Reputation
Management
3. To provide students an understanding on how to respond to complaints and criticisms
online
4. To make student understand how to engage with customers and make the best use of
brand evangelists.
Course Outcome:
1. Students will know of various techniques to know the effectiveness of businesses online.
2. Students get equipped with the usage of tools for brand monitoring and online reputation
management.
3. Students learn how to respond to complaints and criticism effectively.
4. Students learn customer engagement and make use of brand evangelists.
Syllabus:
Why care about Online Reputation Management (ORM): Online Reputation
Management (ORM): Opportunities and Trends - Relevant Global & Local ORM Success
Stories. How to Listen Online for Brand Conversations: Importance of Listening Online Tools for Effective Listening: Google Alert, TweetDeck, HootSuite, Radian6 - Competitive
Research - Exercise: Real Time Listening. Analyzing and Measuring Sentiment for a
Brand: Correlation between Sentiment and Business Metrics - Measuring and Analyzing
Sentiment for a Brand - Exercise: Real Time Analysis & Measurement. Dealing with
Negative Conversations: The myth about Negative Conversations on Social Media Importance of Acknowledgement - Effective response to negative conversations - Public vs
Private resolution. Creating ORM Strategy: ORM Strategy Framework: From Objectives
to Measurement - Exercise: Creating & Presenting ORM Strategy
Text Books:
1. Charlie Pownall, Managing Online Reputation: How to Protect Your Company on Social
Media Springer, 2015
2. Kevin Pho, Susan Gay, Establishing, Managing, and Protecting Your Online Reputation:
A Social Media Guide for Physicians and Medical Practices Green branch Publishing,
2013.

Reference Books:
1. Anne Marie, How to Perform Online Reputation Management - The Guide to Proactive

Reputation Management, Reputation Monitoring and Crisis Management Rank Books,


2014.
2. Jesse Russell, Ronald Cohn, Online Reputation Management Book on Demand, 2012.