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Digital Marketing

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ELECTIVE- DIGITAL MARKETING

Subjects:-

 Digital Marketing- Paper 1st

 Social Media Marketing – Paper 2nd

Curriculum of Digital Marketing- Paper 1st

 

S. No.

Topics

1

E-Marketing:Web and the New Corporation, The Internet and Business, E-marketing-Strengths and Applications, E-marketing Communication Modes, Online Marketing Domains, The Behavioural Internet, E-marketing and Online Advertising, Integrated Marketing Communication and the Internet, E-marketing and Consumer Segmentation, E-marketing and Sales and Trade Promotion, Digital Marketing Optimization, Generation Y-Expectations and Influence, The Implications of Digital Change.

2

The Online Marketing Mix:-E-products-Creating Customer Value in an Online World, Consumers and Online Shopping Issues, Targeting, E-price, E-promotion, Digitization and Implications to Online Marketing Mix Decisions.

3

The Online Consumer:-The Digital Ecosystem, Dynamics of Online Consumer Visit, Models of Website Visits, The Web and Consumer Decision-making Process, Web 2.0 and Marketing, Database Marketing.

4

Customer Relationship Management in a Web 2.0 World:-What is Customer Relationship Management(CRM), Benefits of Electronic CRM Technology in Online Banking, Customer Relation Management Processes, Customer Relationship Management and the Customer Lifecycle, Bonding for Customer Relationship, Electronic Customer Relationship Management, Business-to-Consumer, SAP Web Channel Experience Management, The New Age E-enterprise, The Collaborative Web and the E-enterprise .

5

Social Media:-Web 2.0, Social Media, Marketing with Networks, A Broad Look at the B2C and B2B Scenerios, Viral Marketing, Inbound Marketing and Co-creation.

6

Online Branding:-Cyberbranding, Consumers-The New Influential Constituency, The Digital Brand Ecosystem, Brand Experience, Brand Customer Centricity, Brands and Emotions.

7

Traffic Building:-The Diamond-Water Paradox, internet Traffic Plan, Search Marketing Methods for Traffic Building, Traffic-building Goals, Search Engine Marketing, Internet Marketing Metrics.

8

Web Business Models:-The value Of a Customer Contact, Customer-centric Web Business Models, Customer-centric Business Management, Customer Value Analysis and the Internet, Web Benefits to Firms, The Indian Web Market, Price Effects in Online Domain.

9

E-commerce:-Online Distribution and Procurement, Fundamental Advantages Offered by the Internet, E-commerce Applications, Measuring E-commerce Success.

10

Engagement Marketing through Content Management:-Building Collaborative Customer Relationships, Consumer Engagement, Engagement Marketing, Building Consumer Engagement through Content Management, Integration and Alignment.

11

Online Campaign Management:-Campaign Management using Facebook, Campaign Management using Twitter, Twitter Marketing, Campaign Management using Corporate Blogs, Customer Relationship Management, Tagging and Folksonomies, Using Corporate Blog as a CRM 2.0 Tool, Customer Liking,  Evaluating Consumer Sentiment using Sentiwordnet 1.0, Consumer Segmentation based on Consumer Sentiment Score.

12

Consumer Segmentation, Targeting and Positioning using online Tools:-Different Methods & Types for Consumer segmentation, Consumer Segmentation in the Virtual Space, Popularity of Brand Pages, Consumer Psychographic Profiles and Consumer Segmentation, Types of Targeting, Brand Positioning Online, Emerging Consumer Segments in India .

13

Market Influence Analytics in a Digital Ecosystem:-The Digital Ecosystem, Consumer-generated Media and Consumer Behaviour, Peer Reviews, Word of Mouth, and the dissatisfied Customer, The value of the Power of Influence.

140

Online Communities and Co-creation:-Co-creation Communities for Brands, Co-creation Communities-Some Exhibits,  A Consumer Co-creation Model using INV Based on Metcalf Law (C-INV), Consumer Price Sensitivity.

15

The World of Facebook:-Eight Different Versions of Facebook, Facebook-The Origin, the Anatomy of Facebook, The Impact of a Facebook Fan, Brand Post Popularity, Consumer Visit Schedules and Click-through Rates.

16

The Future of Marketing-Gamification and Apps:-Gamification and Game-based Marketing, Consumer Motivation for Playing Online Games, Use of Games as Marketing Tools, The World of App.

 

 

 

 

Curriculum of Social Media Marketing – Paper 2nd

 

 

S.No.

Topics

 1

Understanding Social Media Marketing:-Defining Social Media Marketing, Learning about the Roles People Play, Comparing Social Media Marketing with other Marketing Efforts.

2

Discovering Your SMM Competitors:-Classifying Consumer Activities, Analyzing Competitor Efforts, Researching Your Competitors’ Campaign Support, Dipping into Hot SMM Concepts.

3

Getting in the Social Media Marketing Frame of Mind:-Putting SMM in the Context of the Marketing Funnel, Deepening Your SMM Relationship, Treating SMM Differently from Brand Marketing.

4

Launching SMM Campaigns:-Discovering the Types of SMM Campaigns, Recognizing What Makes a Good SMM Campaign, Killing the Campaign Expiry Date, Responding to Criticism.

5

Developing Your SMM Voice:-Figuring Out Why You Need a SMM Voice, Defining SMM Voice Characteristics, Outlining SMM Voice Objectives, Crowdsourcing SMM Voice with Guidelines. 

6

Finding the Right Platforms:-Choosing Social Media Platforms, Preparing Your Employees for Social Media Networking, Evaluating Your Resources.

7

Exploring SMM Strategies for Facebook:-Looking at Facebook Basics, Using Ads on Facebook

8

Marketing on Twitter:-Figuring Out the Basics of Twitter, Marketing via Twitter, Using Promoted Accounts, Making Use of Promoted Tweets, Discovering Twitter Tips and Tricks.

9

Creating A YouTube Strategy:-Looking at YouTube Basics, Promoting on YouTube, Seeding a Viral Campaign, Advertising on YouTube, Finding Marketing Inspiration on YouTube.

10

Making Foursquare Work for You:-Utilizing the Platform, Setting Up Shop on Foursquare, Using Advanced Marketing Strategies with Foursquare, Tips and Tricks for Marketing on Foursquare.

11

Considering Linkedin:-Getting Started, Creating a New Profile, Participating in Groups, Using Linkedin Answers, Finding a Job.

12

Viewing Google through a Different Lens:-Looking at Google’s Social Strategy, Grasping the Google + Fundamentals, Listening to Google and Music.

13

Marketing via Niche Networks and Online Communities:-Exploring the Niche Social Networks, Finding the Right Social Platforms, Taking Care of the Unpaid Media Basics.

14

Accounting for the Influencers:-Knowing the Expert Influencers, Reaching the Expert Influencers, Tapping into the Referent Influencers, Translating Influence to the Offline World.

15

Practicing SMM on Your Website:-Moving Toward the SIMM-Focused Website, Making the Campaign and the Website Work Together, Facebook Social Plug-Ins, Tips and Tricks for Website SMM.

16

Becoming an Authentic and Engaged Advertiser:-Social Advertising: A Potential Online Advertising Game Changer.

17

Building an SMM Mobile Campaign:-Looking at Consumer Trends in Mobile, Understanding the Many Paths within the Mobile Channel, Fitting Mobile into Your Social Media Practices, Deciding When to Build a Mobile App.

18

Energizing Your Employees for Social Media Marketing:-Encouraging Your Employees to Collaborate, Picking Social Software for Social Influence.

19

Applying Metrics to the SMM Realm:-Taking a Core Measure of Social Media Marketing, Considering Influencer-Specific Metrics, Evaluating Each Platform’s Metrics.

20

Understanding Social Media Governance and Tools:-Recognizing How SMM Impacts Other Company Functions, Introducing Social Media Governance Models, Dealing with a Social Media Crisis.

21

Moving Towards Real-Time Marketing:-Introducing Real-Time Marketing, Organizing for Real-Time Marketing, Taking TV into Real-Time Marketing.

22

Ten SMM Best Practices:-Open Up Your Brand to Your Customers, and Let Them Evolve It, Respond to Everything, Capture Every Single Piece of Data that You Can, Make Mistakes.

23

Ten Common SMM Mistakes:-Encroaching on Customer’s Time, Being Impatient.

24

Ten SMM-Related Must-Read Blogs:-Web Strategy, Steve Rubel, Chris Brogan, Conversation Agent, Influential Marketing Blog.

25

Ten Top SMM Tools:-Technorati, BlogPulse, Compete, Nielsen BuzzMetrics, Boardreader.