Course Outline & Session Plan

Batch 2017-18 (Term V)

Course Title: Digital Marketing (DM)

Faculty: Jayakrishnan.S
Credits: Two (2)
Course Overview: Emergence of digital media has brought dramatic changes in the marketing
environment of companies across the globe. Digital marketing course focus on new media like
Internet, Social media, Search engines, mobile applications and their role and impact on
business. The course will also provide insights for students about key aspects organisations need
to consider for developing an effective digital strategy with a marketing perspective.
Course Pedagogy: The course will be primarily delivered with article discussions and case
analysis. It will be supplemented with lectures regarding few topics. So class preparation is
required for the course.
COURSE OBJECTIVES: The course intends to: -
1. To provide students basic knowledge about the key concepts in Digital Marketing.
2. To acquaint students with new media, its emergence, relevance and impacts on business.
3. To understand the key aspects of digital marketing strategy and how to implement it.

Business Leadership: Marketing is one of the key functions in an organisation that determines
success of the organisation. Over a period of time with emergence of new media, digital
marketing has acquired a strategic status. Students need to understand the importance and aspects
of digital marketing which can equip them to provide direction for digital strategy for their
organisations. The course contents focus on digital marketing, role of it and how to utilise new
media effectively.
Dealing with change: Current marketing environment is dynamic in nature. New media is
extensively used by companies for visibility and reach. The course provides insight about digital
marketing practices which may enable students to deal with changes in digital marketing
environment.
Value Creation: Marketing is one of the vital functions that creates value in terms of revenue,
market visibility and market reach. The learning’s of this course will focus on creating
organisational and societal value using an effective digital strategy.

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 Digital Marketing
Session Topic Case study\Articles Text Book
1 Concept of New media, The Multi-Faceted Impact of Digital Media
Transforming from Making Sense of owned media.
2 Traditional to Digital values
Digital Marketing Emarketing
Framework Excellence –
3 E- Business Models Digital marketing & Social media: Why bother? Chaffey &Smith
NFLs digital media strategy
4 Web designing and Traffic How to acquire customers on the Web Emarketing
5 building Excellence –
Essential elements – Chaffey &Smith
Effective Online presence
6 Email Marketing Email is the best way to reach Millennials
Success factors for email Emarketing
marketing Excellence –
7 Online and Interactive Problem with online ratings Chaffey &Smith
advertising Managing Online Reviews on Trip advisor*
Objectives – Online /display Mednet.com confronts Click through competition*. Emarketing
ads Eat2Eat.com* Excellence –
8 Search Engine Marketing & Search Engine Optimisation Chaffey &Smith
Optimisation Air France- Internet Marketing *
Defining SEO and SEM
9 Social Media marketing 10 tactics for launching a product using social Emarketing
10 Social Media audit media Excellence –
11 Online Branding Do Social Deal Sites really work? * Chaffey &Smith
Social media engagement – Banking on Social media*
Objectives and Issues Volkswagen India- Das Auto, digitally. *
Baby center –Creating a social brand? *

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12 Mobile Engagement For Mobiles: Think apps not ads.
Flipkart’s App only strategy: A game changer? *
13 Online PR & Viral Marketing United breaks Guitar
- Online Reputation Mekanism: Engineering Viral Marketing *
Management DLJ direct : Putting our reputation online*
14 Managing Digital strategy Online marketing at Big skinny *

Note: Cases / Articles in * need to be presented by students which will be evaluated.

References
1. Chaffey, D., & Smith, P. R. (2013). Emarketing Excellence: Planning and Optimizing your
Digital Marketing (4th edition- Special Indian edition) - Routledge (Taylor and Francis group)
2. Kaufman, I., & Horton, C. (2014) - Digital Marketing: Integrating Strategy and Tactics with
Values, A Guidebook for Executives, Managers, and Students- Routledge (Taylor and Francis
group) - Primary General Reference.
3.Puneet Singh Bhatia (2017) Fundamentals of Digital marketing, Pearson Publishers (1st
edition).
4. Ahuja, V (2015). Digital Marketing – Oxford University Press.

ASSESSMENT

Sl no Criteria Marks
1 Class participation 10

2 Project 25

3 Case study/Article Presentation 25

4 Final Exam 40

Note: Contents of the exam can be based on the events and news published in national and
business newspapers.

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 Assessment Rubrics and Evaluation components
Evaluation component/Vision Class Descriptive Project Case study/Article
and Mission elements participation Exams presentation
Business Leadership Yes Yes Yes Yes

Dealing with Change Yes Yes Yes Yes

Value creation Yes Yes Yes Yes

Class Participation
Exceptional Excellent Accomplished Unacceptable

Common Attributes High involvement, energy
with clear understanding
and ability to convey it.
Proactive participation and
high interest level and
ability to comprehend the
contents.
Business Leadership Clear understanding about
the digital strategy and
ability to connect with
industry scenario.
Value creation Providing insights about
strategies and actions that
can create organisational
value. Providing new
directions and means to
create value.
Enthusiasm and Limited Lethargic and
active participation participation disinterested
and acceptable level behaviour.
of understanding and
interest.
Understanding about Partial Lacks understanding
the digital strategy understanding about digital strategy
and fair idea about it about the digital and inability to relate
industry scenario strategy concepts. it with industry.
Providing insights Ability to identify Unable to provide
about strategies and some action plan any means of value
actions that can which may create creation.
create organisational value
value to certain
extent

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 Descriptive Exams
Exceptional Excellent Accomplished Unacceptable

Common Attributes Clarity about concepts and Clarity about Minimal clarity Inability to convey
ability to convey it. Precise concepts and about concepts and about the concepts.
style/way of answering or ability to convey it ability to convey it
analysing the question or in an effective in an acceptable
case with adequate analysis manner. manner
and inference.
Business Leadership Ability to look at issues and Ability to look at Partial Lacks idea about
provide solutions through issues and provide understanding issues and solution
innovative and creative acceptable about issues and providing ability
manner. Providing best solutions limited solution
solutions providing ability.
Dealing with Change Ability to identify situations Ability to identify Ability to identify Unable to identify
and suggest strategies to situations and situations and any change and
address change take into suggest strategies suggest strategies suggest strategies
account organisational which can address which is
constraints. change to certain satisfactory
extent
Value creation Ability to suggest Ability to suggest Ability to suggest Unable to suggest
approaches which can create approaches which approaches but not approaches for
value to the organisation can create value to in a refined value creation.
taking into account the the organisation manner.
organisational resources. which is acceptable

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 Project
Exceptional Excellent Accomplished Unacceptable

Common Attributes Clarity about concepts and More than adequate Satisfactory Poor Contents and
ability to convey it. Precise Contents, contents, no adherence to
style/way of answering or Adherence to Adherence to submission
analysing the question or submission submission guidelines.
case with adequate analysis guidelines. guidelines.
and inference.
Business Leadership Identifying and Identifying and Partial Lacks understanding
understanding the skills and understanding the understanding skills and strategies
strategies that can lead to skills and strategies skills and that can lead to
digital leadership. Ability to that can lead to strategies that can digital leadership.
convey it in an effective and digital leadership. lead to digital
refined manner. leadership.
Dealing with Change Ability to identify change in Ability to identify Ability to identify Unable to identify
an organisation and try to and understand change any change
understand it in developing change in an
skills to deal change. organisation.
Value creation Gaining insights about Gaining insights Ability to identify Unable to gain
strategies and actions that about strategies and insights about insights about
can create organisational actions that can strategies and strategies and
value. Developing a clear create actions which can actions that can
understanding about means organisational create value create organisational
of value creation. value to certain value
extent

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 Case study and Article presentation
Exceptional Excellent Accomplished Unacceptable

Common Analysing issues in the
Attributes case/article in the best way,
Adherence to presentation
guidelines and ability to
convey the solution or
analysis in an interesting
and effective manner which
is outstanding.
Business Ability to identify,
Leadership understand instance to
demonstrate digital strategy
and looking it with a
different perspective.
Analysing issues in the Analysing issues in Analysing
case /article in a good the case /article in an issues in the
manner, Adherence to acceptable manner, case /article
presentation guidelines Adherence to in a poor
and ability to convey the presentation manner
analysis and solution in a guidelines and ability without
manner which is good and to convey the solution proper
well above the acceptable and analysis in a analysis or
manner. satisfactory manner solutions.
Ability to identify instance Partly able to identify Unable to
of digital strategy and instance of digital identify
demonstrate in a strategy. instance of
satisfactory manner. . digital
strategy.

Dealing with Ability to identify situations Ability to identify Ability to identify Unable to
Change and facts which can be situations and facts and situations and facts identify
effectively utilised to using to deal change in a situations and
address change. Students satisfactory manner facts to deal
can provide effective and with change.
creative solutions to address
the problems
Value creation Adding a different Adding a common Adding a common Unable to
perspective to the situation perspective to the situation perspective and provide any
and suggest means to create and suggest means to suggesting usual perspective
value take into account create value which can be means to create value for value
organisation and industry. improved. which is satisfactory creation.

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 Digital Marketing Project Guidelines
Students need to create a fictional brand (Product /Service). They need to create a digital
marketing effort for the products or service. The project report should focus on website contents,
media planning and design aspects not on the software.

1) Website and Search engine optimization.

2) Integrated media strategy.
3) Future Digital initiatives or strategies– 1-2 page.
4) Scope for Mobile application development.
5) Your Key learning’s and Conclusion

Case study /Article Presentation Guidelines

1) Identify the facts or the core aspects in the given material.
2) Key problems and issues need to be identified.
3) Do the analysis based on the facts and within the framework of the topic.
4) Provide your suggestions and perceptive about the topic.
5) Conclusion.
6) Time limit for presentation – 20 minutes, Q&A /Discussion: 5 minutes

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