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Digital Marketing

(PGDM Semester 3, 2015-17 Batch)


Lesson Plan & Session Plan
Topics Sessions

Digital Marketing Overview &Website Planing & Creation- What is


marketing,What is Digital Marketing,Understanding Marketing process,Why
Digital marketing wins over traditional marketing,Understanding Digital
marketing Process, Understanding websites,Understanding domain 6
names,Different types of websites,Planning & Conceptualising a website

Search Engine Optimisation [SEO] &PPC Advertising with Google Adwords-


What is SEO,Introduction to SERP
What are search engines,How search engines work?,Major functions of a search
engine,What are keywords?,Different types of keywords,Google keyword planner
tool,Keyword research process,Understanding keywords mix,On page
8
optimisation,Off Page optimisation, Local SEO, Google Adwords overview,
Understanding Adwords Algorithm, Search Campaigns, Google merchant center,
Conversion, Optimising Search campaigns, Understanding Display Campaign,Re
marketing

1
Case Study 1:

Digital Marketing Strategy of OLX

Assignment 1:Design a digital marketing strategy of a brand.

Class Test I: based on first 2 Units, i.e. Digital Marketing Overview, Website
Planing & Creation, Search Engine Optimisation [SEO], PPC Advertising with
Google Adwords, 1

Evaluation Criteria: The Class Test will be of one hour duration having 5
Questions (Total 25 marks)
MID TERM
Web Analytics and Google Analytics-Introduction to web analytics,How Google
analytics works?,Understanding Google analytics account structure,Understanding
Google analytics insights,,Understanding bounce & bounce rate,How to reduce
bounce rate?,,Measuring performance of marketing campaigns via Google
5
analytics,Taking corrective actions if required, What is social
media?,Understanding the existing Social Media paradigms and psychology,How
social media marketing is different than other forms of internet
marketing?,Facebook marketing,Linkedin Marketing,Twitter Marketing

Email Marketing , Online Advertising - What is email Marketing?,How email


works,Challenges faced in sending bulks emails,How to over come these
challenges,Types of email marketing Opt-in & bulk emailing,What is opt-in email
3
marketing, What are auto responders?,How to do bulk emailing?,Best practices to
send bulk emails ,Tricks to land in inbox instead of spam folder, What is online
advertising ,Types of online advertising,Display Advertising.

Mobile Web marketing - Understanding lead generation for business,Why


lead generation is important?,Understanding landing pages,Landing page
vs website,Best practices to create a landing page.What is A/B testing?,How 1
to do A/B testing,Selecting landing pages after A/B Testing , Understanding
Mobile Devices,Mobile Marketing and social Media.

Affiliate Marketing & Viral Marketing


What is affiliate marketing?,3 As of affiliate marketing,How people make millions
3
of dollars in affiliate marketing? How people makes money in affiliate
marketing.Techniques of viral marketing, Steps for viral marketing campaign.

Activity 2: Discussion on Viral Marketing Cases 1

Assignment 2:

Assignment on the importance of online Advertising


Class Test II: based on last 3 Units, i.e. Web Analytics , landing pages, Social
Media marketing , Email Marketing , Online Advertising, Mobile Web marketing,
Content Marketing, Online reputation management, Affiliate Marketing & Viral
Marketing 1
Evaluation Criteria: The Class Test will be of one hour duration having 5
Questions (Total 25 marks)

END TERM
Total 30

The above Lesson Plan contains the following:

2 Case Studies to make students analyse the real life situations

2 Activities for skill development of students

2 Assignments for skill enhancement of students

2 Class Tests for preparing students for writing well in the exams.

Note: All Activities and Assignments have been designed towards Skill Development of the
students.
Digital Marketing

Class PGDM Semester 3, 2015-17 Batch


Credits 03
Hours 30

SESSION PLAN

Session 1 Unit I Chapter I Overview to Digital


Marketing
Objectives:
To impart basicknowledge about Digital Marketing.
Content :
What is marketing.
What is Digital Marketing.
Understanding Marketing process

Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 2 Unit I Chapter 2 Understanding Digital


marketing Process

Objectives:
To impart understanding Digital marketing Process
Content :
Increase Visibility
o What is Visibility?
o Types of visibility.
o Examples of visibility.
Visitors Engagement
o What id engagement?
o Why it is important?
o Example of engagement.
Teaching Methodology :
Lecture + Discussion
Relevant Examples
Session 3,4 Unit I Chapter 3 Understanding Digital
marketing Process

Objectives:
To impart understanding Digital marketing Process
Content :
Bringing Targeted Traffic
o Inbound
o Outbound
Conversion Leads
o Types of Conversion
o Understanding Conversion Process
Retention
o Why it is Important?
o Types of Retention
Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 5 Unit I Chapter 4 Website Planing &


Creation

Objectives:
To give knowledge about Website Planing & Creation.
Content :
Undestanding websites
Understanding domain names
Different types of websites
o Based on functionality
o Based on purpose
Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 6 Unit I Chapter 5 Planning


&Conceptualizing a
website.
Objectives:
To provide understanding about Planning &Conceptualizing a website.
Content :
Identifying objective of website
Deciding on Number of Pages Required
Planning for Engagement options
Creating Blueprint of Every webpage

Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 7 Unit II Chapter 6 Search Engine


Optimization [SEO]
Objectives:
To impart conceptual knowledge about Search Engine Optimization [SEO].
Content :
What is SEO
Introduction to SERP
What are search engines
How search engines work?
Major functions of a search engine

Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 8 Unit II Chapter 7 keywords


Objectives:
To give understanding about the keywords.
Content :
What are keywords?
Different types of keywords
Google keyword planner tool
Keyword research process
Understanding keywords mix

Teaching Methodology :
Lecture + Discussion
Relevant Examples
Session 9,10 Unit II Chapter 8 On page optimization,
Off Page optimization,
Local SEO

Objectives:
To impart conceptual knowledge about On page optimization, Off Page optimization, Local SEO

Content :
On page optimisation
o what is primary keywords, secondary keyword and tertiary keywords?
o Keywords optimisation
o Content optimisation & planning
o Understanding your audience for content planning
o What is the difference between keywords stuffing and keyword placement?
o Internal linking
o Meta tags creation
o Sitemap creation
o How to write an optimised content?
Off Page optimisation
o What are back links?
o Types of back links?
o What is link building?
o Types of link building
o Dos and Donts of link building
o Link building strategies for your business
o Easy link acquisition techniques
Local SEO
o Local SEO
o Using H card
o How to create SEO Strategy for your business
o What is link juice?
o What is Google Panda Algorithm?
o What is Google Penguin?
o What is Google EMD Update?
o How to save your site from Google
o Panda, Penguin and EMU Update?
o How to recover your site from Panda, Penguin and EMU?

Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 11,12 Unit II Chapter 9 PPC Advertising with


Google Adwords
Objectives:
To impart conceptual knowledge about PPC Advertising with Google Adwords.
Content :
Google Adwords overview
o Understanding inorganic search results
o Introduction to Google adwords & PPC advertising
o Understanding of Google Advanced Account
o Understanding adwords account structure
Campaigns, Adgroups, Ads, Keywords etc
Types of Advertising campaigns- Search , Display, Shopping & video
Difference between search & display campaign
Understanding Adwords Algorithm
o How adwords rank ads?
o Understanding adwords algorithm
o What is quality score?
o Why quality score is important?
o What is CTR?
o Why CTR is important?
o Understanding bids
Search Campaigns
o Types of Search campaigns- Standard, All features, dynamic search & product listing

Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 13,14 Unit II Chapter 10 PPC Advertising with


Google Adwords
Objectives:
To impart conceptual knowledge about PPC Advertising with Google Adwords.
Content :
Google merchant center.
o Understanding location targeting
o What is bidding strategy - CPC
o Understanding bid strategy
o Understanding ad-extensions
o Creating adgroups
o Creation of Ads
Display & destination URL
Conversion
o What is conversion tracking?
o What is it important?
Optimising Search campaigns
o How to increase CTR?
o Importance of quality score in optimisation
o How to increase quality score?
o Analysing your competitors performance
Understanding Display Campaign
o Types of display campaigns- All feature,Mobile app, Re marketing, Engagement
o Ad-scheduling
o Ad-delivery
o Understanding ads placement
o Uploading banner ads
Re marketing
o What is re marketing?
o Setting up re marketing campaign
o Creating re marketing lists
Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 15 Case Study 1: Case study on Digital Marketing Strategy of OLX

Objectives:

Learning outcome of the Case Study

Assignment 1: Design a digital marketing strategy of a brand.


Session 16 Class Test I:based on first 3 Units, i.e. Digital Marketing Overview, Website
Planing & Creation, Search Engine Optimisation [SEO], PPC Advertising
with Google Adwords

Objectives:
To understand and communicate the basic concepts of Digital Marketing Overview&Website Planing
& Creation, Search Engine Optimisation [SEO] & PPC Advertising with Google Adwords (preparing
students for writing well in the exams.)

Evaluation Criteria:
The Class Test will be of one hour duration having 5 Questions (Total 25 marks)

MID TERM

Session 17,18 Unit III Chapter 11 Google Analytics


Objectives:
To impart understanding of Web Analytics
Content :
Increase Introduction to Google analytics
How Google analytics works?
Understanding Google analytics account structure
Understanding Google analytics insights
Understanding Web Analytics
Different Jargons of Web Analytics

Teaching Methodology :
Lecture + Discussion
Relevant Examples
Session 19 Unit III Chapter 12 Google Analytics
Objectives:
To impart understanding of Web Analytics
Content :
Understanding bounce & bounce rate
How to reduce bounce rate?
How Google Analytics helps to improve performance of a website.

Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 20,21 Unit III Chapter 13 Social Media


Marketing
Objectives:
To impart understanding Social Media Marketing
Content :
What is social media?
Understanding Social Media Marketing
Social Media Marketing Plan
How social media marketing is different than other forms of internet marketing?
Facebook marketing
o Understanding Facebook marketing
o How to create Facebook Ads

LinkedIn Marketing
o What is LinkedIn?
o Understanding LinkedIn
o Steps for setting up LinkedIn Ad Campaign
o Benefits of using LinkedIn advertising
Twitter Marketing
o Understanding Twitter
o Benefits of using twitter for business.
o Tips for using Twitter
Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 22 Unit IV Chapter 14 Email Marketing


Objectives:
To provide understanding about Email Marketing
Content :
What is email Marketing?
How email works
Challenges faced in sending bulks emails
How to over come these challenges
Types of email marketing Opt-in & bulk emailing
What is opt-in email marketing
What are auto responders
Best practices to send bulk emails
Tricks to land in inbox instead of spam folder

Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 23,24 Unit IV Chapter 16 Online Advertising


Objectives:
To provide understanding about Online Advertising.
Content :
What is online advertising
Steps for publishing an online Ad.
Online Advertising performance measurement.
Advantages of online advertising.

Teaching Methodology :
Lecture + Discussion
Session 25 Unit V Chapter 20 Mobile Web marketing

Objectives:
To provide understanding about Mobile Web marketing
Content :
Understanding Mobile Devices
Mobile Marketing and social Media
Mobile marketing measurement and analytics
Fundamentals of mobile marketing
Advertising on mobile (App & Web)
o Targeting ads on Apps
o Targeting ads via location
o Targeting ads on search engine
Content Marketing on mobile
Mobile strategy-segmentations option targeting and differentiation
Mobile marketing mix
SMS marketing

Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 26,27 Unit VI Chapter 23 Affiliate Marketing


Objectives:
To give understanding about Affiliate Marketing.
Content :
What is affiliate marketing?
3 As of affiliate marketing
Factors for successful affiliate marketing campaign
Payment for affiliate marketing

Teaching Methodology :
Lecture + Discussion
Relevant Examples
Session 28 Unit VI Chapter 24 Viral Marketing
Objectives: To give understanding of Viral Marketing

Content :
Meaning of Viral Marketing
Techniques of viral marketing
Steps for starting viral marketing campaign.

Teaching Methodology :
Lecture + Discussion
Relevant Examples

Session 29 Activity 2: Discussion on Viral Marketing Cases

Objectives:
To develop the students for
Learning outcome of the Activity

Assignment 2: Assignment on the importance of online Advertising

Session 30 Class Test II:based on last 3 Units, i.e. Web Analytics , landing pages, Social
Media marketing , Email Marketing , Online Advertising, Mobile Web
marketing, Affiliate Marketing & Viral Marketing
Objectives:
To understand and communicate the basic concepts of Web Analytics , landing pages, Social Media
marketing , Email Marketing , Online Advertising, Mobile Web marketing, Affiliate Marketing & Viral
Marketing
(preparing students for writing well in the exams.)

Evaluation Criteria:
The Class Test will be of one hour duration having 5 Questions (Total 25 marks)

END TERM

The above Session Plan contains the following:

2 Case Studies to make students analyse the real life situations

2 Activities for skill development of students

2 Assignments for skill enhancement of students

2 Class Tests for preparing students for writing well in the exams.

Note: All Activities and Assignments have been designed towards Skill Development of the
students.