INTRODUCTION TO DIGITAL MARKETING
Introduction – Origin and Development of Digital Marketing – Internet Users: Penetration and Kind of Internet Use – Digital Marketing Strategy – Digital Advertising Market in India – Digital Marketing Plan – Ethical and Legal Framework of Digital Marketing – Skills Required in Digital Marketing – Careers in Digital Marketing – Lessons from Mistakes in Digital Marketing.
Introduction – Concept of Display Advertising – Digital Metrics – Types of Display Ads – What makes a Good Ad? – Display Plan – Targeting in Digital Marketing – Geographic and Language Tagging – Programmatic Digital Advertising – Ad server – Ad Exchange – Challenges Faced by Display Advertising.
SEARCH ENGINE ADVERTISING
Introduction – Why pay for Search Advertising? – Understanding Ad Placement – Understanding Ad Ranks – Why is the Ad Rank Important – Create Your First Ad Campaign – Google Ads Account – Best Practices for Creating Effective Ads – Enhance Your Ad Campaign – Performance Reports – E-Commerce.
SEARCH ENGINE OPTIMIZATION
Introduction – Search Engine – The Concept of SEO – SEO Phases – Website Audit –On-Page Optimization – Off-Page Optimization – Social Media Reach –Google Search Engine– Local Social SEO – Google My Business – SEO for Answer Boxes – SEO-Visual Search.
SOCIAL MEDIA MARKETING AND ITS TOOLS
Introduction to Social Media Marketing – Content Marketing - Email marketing - Mobile marketing - Pay Per Click – CRO - Web Analytics - Facebook Marketing – Pinterest – Twitter – LinkedIn – YouTube - Google AdWords - Google Analytics.
Reference Book:
Puneet Singh Bhatia, Fundamentals of Digital Marketing, Second Edition, Pearson, 2019.
Stephanie Diamond, Digital Marketing All - In - One For Dummies, A Wiley. 2019
Sean Dollwet, Social Media Marketing 2019: How to Reach Millions of Customers Without Wasting Your Time and Money, 2019.
Text Book:
Seema Gupta, Digital Marketing, Second Edition, McGraw Hill Education Private Limited, 2020.
