Digital Marketing with Analytics

Course Code 224BC3I01

Credits 3
Hours / Cycle 4
Category Part IV ID Theory
Semester IV
Year of From the academic year 2023 onwards
Implementation
• To impart basic knowledge on Digital Marketing like planning, developing and
marketing a website, Search Engine Optimization (SEO), Social Media
Marketing (SMM) and Customer Relationship Management (CRM).
Course Objectives • To teach students the usage of various metrics to analyse and improve websites.
• To facilitate the students to develop a website, market it with the knowledge
gained, apply the contact strategy, analyse and improve it.

Bloom’s
PSO
CO # Course Outcome(s) Taxonomy Levels
Addressed
(K1 to K5)
On completing the course successfully, the student will be able to
CO-1 Ascertain the concepts of digital marketing and its analytics. PSO1, PSO2 K1

CO-2 Understand how to develop a website and its marketing PSO1, PSO2 K2
strategies.
CO-3 Produce a well-thought-through contact strategy in the website. PSO3, PSO4 K3

CO-4 Analyze the website developed with metrics and measures for PSO4 K4
improvement.
CO-5 Develop a website, market it using the marketing strategies, PSO5 K5
determine the contact strategy, and find ways of improving it
using performance metrics.

SYLLABUS
UNIT CONTENT HOURS COs BLOOM’S
TAXONOMY
LEVEL
Digital Marketing strategies – The 4 Ps of marketing - 10 CO1, K1, K2, K3,
CO2, K4, K5
Understanding the digital consumer and defining the target
I CO3,
group–Planning process: Vision -based planning, Real-time CO4,
CO5
planning – Phased approach – Goals, objectives and strategies
 – Action plans – Budgeting and forecasting - Creating Websites
– Case study: Development of a sample website.

Search engines and their types – Local and global search 10 CO1, K1, K2, K3,
CO2, K4, K5
engines – Essential tools – Strategies – Usage of SEO for
CO3,
different search engines – Technical SEO - Content writing – CO4,
II CO5
Content marketing strategies – Paid Search –Campaign setup
measurement and optimization –Programmatic Advertising -
Case study: Optimize the searches of the website created.

Different forms of social media – Challenges and 10 CO1, K1, K2, K3,
CO2, K4, K5
opportunities of digital social media –Collecting and
CO3,
extracting social media data –Adding social media to the CO4,
CO5
website – Designing strategic online messages – Social media
III
campaign planning and management –Google Ad Words –
Making a Facebook Page-Key metrics used for analysing
social media –Social media analytics and tools – Case study:
Marketing the website created.

Spectrum of web analytics – Software platforms supporting 15 CO1, K1, K2, K3,
web analytics – Web analytics process – Calculating web CO2, K4, K5
IV CO3,
metrics and improvement – Case study: Analyze the website CO4,
CO5
for improvement.

CRM and retention – Contact strategy - Cross-selling and 15 CO1, K1, K2, K3,
up-selling - Predictive analytics -CRM systems - Social CRM CO2, K4, K5
V CO3,
(SCRM) - Loyalty – Case study: To produce a well-thought- CO4,
CO5
through contact strategy in the website.

Prescribed Books/Textbooks

1. Kevin Hartman, “Digital Marketing Analytics, in Theory and in Practice”, 2nd Ed, Ostmen Bennetts bridge
Publishing Services, 2020.
2. Marshall Sponder, Gohar F, Khan, “Digital Analytics for Marketing”, Routledge, Taylor and Francis,
2018.
References
1. Simon Kingsnorth, Digital Marketing Strategy an Integrated Approach to Online Marketing, Kogan Page
Ltd., 2016.
2. Chuck Hemann, Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital
World, Que Publications, 2013.
3. Dave Chaffey, Fiona Ellis-Chadwick, Digital Marketing, 7th edition, Pearson, 2019.

Suggested Reading

1. Dr. Shakthi Kundu, Digital Marketing trends and Prospects, BPB Publications, 2021.
2. Dr. Anthony Puthussery, Digital Marketing an Overview, Notion Press, 2020.

Web Resources

1. [Link]
2. [Link]
3. [Link]

Correlation of POs/PSOs to each CO - corresponding mapping table.

Course Articulation Matrix

Course Programme Outcomes Programme Specific Outcomes Cognitive

Outcomes Level
PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PSO1 PSO2 PSO3 PSO4 PSO5
CO 1
3 3 2 - - - - - 3 3 - - - K1
CO 2
3 2 3 - - - - - 3 3 - - - K2
CO 3
3 3 3 3 3 3 3 3 - - 3 3 - K3
CO 4
3 3 3 3 3 2 2 2 - - - 3 - K4
CO 5
3 3 3 3 2 3 2 2 - - - - 3 K5

Wt.
3 2.8 2.8 3 2.6 2.6 2.3 2.3 3 3 3 3 3
Avg.

PO Avg - 2.6 PSO Avg –3