BOE095: Digital and Social Media Marketing
Detailed Syllabus
Credits: 3-1-0

Unit I (08 Lectures) - Introduction to Digital Marketing
• The new digital world
• Trends driving shifts from traditional to digital marketing practices
• The modern digital consumer and consumer's digital journey
• Marketing strategies for the digital world (latest practices)

Unit Il (08 Lectures) - Social Media Marketing
• Introduction t o Blogging
• Create a blog post (headline, imagery, links, and content)
• Content planning and writing
• Introduction t o platforms:
• Facebook
• Twitter
• Google+
• LinkedIn
• YouTube
• Instagram
• Pinterest
• Channel advertising and campaigns

Unit III (08 Lectures) - Acquiring & Engaging Users through Digital Channels
• Relationship between content and branding
• Impact on sales
• Search Engine Marketing (SEM)
• Mobile marketing
• Video marketing
• Social media marketing
• Marketing gamification
• Online campaign management
• Use of marketing analytics tools:
• Segmentation
• Targeting
• Positioning
• Overview of Search Engine Optimization (SEO)

Unit IV (08 Lectures) - Designing Organization for Digital Success
• Digital transformation
• Digital leadership principles
• Online PR and reputation management
• ROl of digital strategies
• How digital marketing adds value t o businesses
• Evaluating cost-effectiveness of digital strategies

Unit V (08 Lectures) - Digital Innovation and Trends
• Contemporary digital revolution
• Digital transformation framework
• Security and privatization issues in digital marketing
• Trends in digital marketing:
• Indian context
• Global context
• Online communities and co-creation

Available Resources