Course Outline

Digital & Social Marketing

Term – 5
PGDM 2017-19 Batch

PHONE WEB
Corporate Office: Plot # 1267, Gateway Jubilee 040 4444 8888 www.woxsen.edu.in
Road # 36, Jubilee Hills, Hyderabad - 500033
India



Faculty Name Soumyadip Chakraborty

Affiliation
Email ID Soumyadipc06@gmail.com
Webpage

Brief Description and Relevance of the Course

Intended Course Outcomes

At the end of the course, students will be able to:
a. Understand the context of Digital & Social Marketing
b. Apply the different tools and techniques
c. Understand and apply the industry best practices

Recommended and Reference Textbooks

a. Class notes and presentations
b. Readings suggested in class
c. Any text book

Software Requirements for the Course

a. Microsoft Office
b. Social media accounts, as advised in class

Session-Wise Topics and Reading/References

Session Topic Intended Learning Outcome Reading/Reference

1 Course overview Why digital and social marketing, course 1 Hour, To be shared
outline and coverage, evaluation, questions later
2 Digital strategy Definition, elements of digital strategy, 2 Hours, To be shared
importance, digital budget, case studies later
3 Channel planning Various digital and social channels, 2 Hours, To be shared
difference, context, elements of channel later
planning, actual channel planning,
measurement of channel planning
effectiveness, case studies
4 Social media - 1 Social media - definition and examples, 3 Hours, To be shared
Website - elements, industry best practices, later
LinkedIn, Facebook marketing & campaigns,
data protection and privacy, case studies
5 Social media - 2 WhatsApp, Quora, Twitter, Instagram - 3 Hours, To be shared
examples, other paid mediums - later
DiscoverOrg, SFDC, case studies
6 Survey & email Why survey, tools, email marketing 3 Hours, To be shared
marketing effectiveness and application, mail list, later
applications, case studies
7 SEO, organic & paid SEO definition, types of SEO, organic and 2 Hours, To be shared
search paid searches, tools, strategy related to later
organic and aid searches, case studies
8 Digital campaign & Lead What is digital campaign, objectives, traits 2 Hours, To be shared
generation of a good digital campaign, lead generation later
- good and bad leads, case studies
9 Content marketing Definition, importance, how to do it, tools, 2 Hours, To be shared
policies, budgets, industry related examples later
and case studies
10 Competitive analysis How to analyze competitors' digital 2 Hours, To be shared
marketing strategy, how to compare, PLC later
and digital marketing strategy, competitive
positioning and digital marketing strategy,
case studies
11 Digital marketing Analytics related to digital marketing, tools 2 Hours, To be shared

analytics & ROI and techniques, ROI calculation, case later

studies
12 Digital & social Regulations in place for digital and social 1 Hour, To be shared
marketing regulations marketing, breaches, Political campaigns, later
and policies industry related case studies
13 Putting it all together - Discussion on how the different elements 2 Hours, To be shared
Case studies come together, live cases of digital and later
social marketing, discussion on best
practices, Do's & Don'ts
14 Group presentations Group presentation (teams comprising of 5- 3 Hours, To be shared
6 students) - topics will be given by the third later
session

Handouts/Files for the Course

Will be distributed in soft/hard form by the faculty during the course.

Performance Evaluation Components for the Course

1 Class Participation (mandatory) - 10%
2 Term-end Examination (mandatory) - 45%
3 Quiz - 25%
4 Group Assignment - 20%

Learning Management System - Moodle

We use the learning management system, Moodle, as a course aid to enhance the learning experience.
All course material in soft form – cases, articles, video-clips, assignments, etc. – can be uploaded in
Moodle by the Faculty Associate for the course. Students have access to the course folder in Moodle
containing the material uploaded for their reference and use.

The Faculty Associate for the course is the single-point of coordination between the faculty and students
for the use of Moodle.

Assignment Schedule
Will be announced during the course.
Name of Assignment Date of Take-home Individual-work Other Instructions

Submission or in-class or Team-work

Attendance & Punctuality

Learning is an interactive process. Woxsen students are admitted partly based on the experience they
bring to the school and what they can add to class discussions. Therefore, attendance is an important
aspect of studying here. Students are expected to be present in all the classes. Absence is only
appropriate in cases of extreme personal illness, injury, or close family bereavement. Voluntary activities
are never valid reasons for missing any class. The faculty, with the assistance of the Faculty Associate,
shall keep track of students’ attendance and decide on the nature and extent of penalty for any absence
from the class. Penalty may include reduction in grade or repetition of the course.

Late arrival is disruptive to the learning environment; students are expected to be in class before the
scheduled commencement time. Students arriving for class after the scheduled commencement time
should be turned away unless they have a valid reason to be permitted to attend.

Faculty should not consider attendance of sessions as a component of performance evaluation. The
grading system at Woxsen accounts for this.

External Websites Disclaimer

Neither the instructor nor Woxsen School of Business is responsible for the content of external websites
discussed in the classroom and/or linked to via online course materials, e-mail messages, message
boards, or other means. Referred websites are for illustrative purposes only, and are neither warranted
nor endorsed by the faculty or Woxsen School of Business. Web pages change frequently, as do
ownership of domain names. While every effort is made to ensure proper referencing, it is possible that
students may, on occasion, find materials to be objectionable for reasons beyond our control.

Copyright
The content provided by the faculty in the class is copy-righted. Students are instructed not to distribute
or share content used during courses with external entities without the explicit written consent of the
author and/or faculty.

Student Code of Ethics

Each student enrolled in this course accepts personal responsibility to uphold and defend academic
integrity and to promote an atmosphere in which all individuals may flourish. The Students’ Code of
Ethics strives to set a standard of honest behaviour that reflects well on students and the school. All

students enrolled in these courses are expected to follow the Students’ Code of Ethics, which they have
been given at the time of enrolling for the program and pledged to adhere to. Unethical and unfair
practices adopted by students may lead to penalties such as having to repeat the course or having the
student’s enrollment cancelled.