Role of digital marketing (scope & context), Emerging trends, Technology shifts, the online ecosystem. Role of digital marketing in B2B, B2C marketing. The digital consumer - Online consumer definition & types, Audience segmentation and profiling, Consumer online usage and behavior, Emerging trends and patterns in digital consumption, Consumer engagement – meaning and implication.
Understanding How User Interact With Computers- User Interface Models- Design Methodologies- Designing an Interface- Process of Interaction Design - Human Interaction Speeds, Human Characteristics in Design, Human Consideration in Design.
Social Media & e-PR - Online reputation management, Social Media measuring, monitoring & reporting, Tracking & Monitoring platforms. Content seeding, How to use blogs, forums and discussion boards, Blogs, forums and communities, Viral campaigns and the social graph.
Email Marketing - Principles and best practice, In-house, rental, vendors and 3rd party, Email platforms, Dynamic campaign management tools, Testing & Optimization, Trigger marketing, Contact strategy. Mobile Marketing - The 3rd screen, Landscape & trends, Mobile advertising – WAP & mobile search, Mobile applications and consumer usage behavior, Role of the service provider, publisher & consumer, The Next level of mobile interaction.
Introduction - Google Analytics- Navigate Google Analytics – GA reports- Case Study.
Reference Book:
Strauss Judy, “E-Marketing†, Prentice Hall, India Grienstein and Feinman, “E-commerce –Security, Risk Management and Controlâ€, TMH, Second Edition, 2011
Text Book:
Smith P R Chaffey Dave, “E-Marketing Excellence: The Heart of E-Businessâ€, Butterworth Heinemann, USA. Deepak Bansal, “A Complete Guide To Search Engine Optimizationâ€, B.R. Publishing Corporation, First edition 2009.
