Course Outline

National University of Computer & Emerging Sciences

Lahore Campus

Course: Digital Marketing / Emarketing

Course code: MG-583 Year/Semester:

Program: MBA Units/Cr Hrs: 3 Cr Hrs

Instructor: Dr. Aasim

Department: FAST School of Management
Munir Dad

Email:
Cluster: Marketing aasim.dad@nu.edu.pk

Course Type: Elective Phone:

Pre-Requisite(s): None Consultation Hrs:

COURSE DESCRIPTION

Introduction to the Module: As online marketing continues to evolve, there is an ongoing challenge:
knowing which digital channel to use, how to use them successfully, and how to integrate them into
the total marketing mix. The rapid shift of advertising dollars away from traditional media to online
platforms has arrived, and it is becoming increasingly important for marketing students to be well-
versed in the field of digital marketing.

Course focus and Modules: This course gives students the skills to understand and use the latest
interactive technologies and approaches, as well as the knowledge base to be able to assess and utilize
future trends that emerge in the next stages of technological development. Through readings, case
studies, and hands-on projects, students will come away with an understanding of successful digital
marketing strategies, user generated content, search, social media networks, mobile, advertising, and
web analytics.

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Course Outline
National University of Computer & Emerging Sciences
Lahore Campus

LEARNING OBJECTIVES

Course Objectives (COs): This Course will help students understand and explain:
1. To what extent digital technology and media changes existing marketing models and whether
new models and strategies can be applied to exploit the medium effectively.
2. A concept of the scale of the online marketplace, the unfolding opportunities and the digital
service providers who help businesses to capitalize on them.
3. Practical, real world examples of digital marketing successes including leading brands that
have become household names in a relatively short space of time.
4. How to launch a product or service in pure digital environment by using virtual and augmented
reality applications.
5. Latest research within the realm of digital marketing.

Course Learning Outcomes (CLOs): Upon successful completion of the course, students should be able
to:

1. The scope of digital marketing and how it integrates with overall business and marketing
strategy
2. How to assess various digital channels and understand which are most suitable to an
idea/solution
3. The fundamentals of a digital marketing campaign, and be able to apply it to your organization

TEXTBOOK& REFERENCES

Textbook: Digital Marketing: Strategy, Implementation and Practice (6th Ed) by Dave Chaffey & Fiona
Ellis-Chadwick

Reference Books: Understanding Digital Marketing: Marketing Strategies for engaging the digital
generation (3rd Ed) by Damian Ryan

Other Sources: will be provided before/after the class

ASSESSMENT & GRADING

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 Course Outline
National University of Computer & Emerging Sciences
Lahore Campus

Presentations 5% Presentation(s) on a pre-approved topic

Group Project (term-long) 15% Term-long; instructions to be given.
Quizzes 10% 4 Quizzes; all will be counted. Surprised quizzes can
be expected.
Sessional Exams 20% 2 x Sessional exams @ 10% each
Final Exam 50% End of Semester; Coverage: Complete course +
Project
Grade will be assigned based on the score achieved out of 100%

COURSE CONTENTS & DELIVERY PLAN

Course Content (Weekly)

Weekly breakdown is given below

Week Topics

1 Orientation

Conversion Rate Optimization - How to have more traffic,

leads and sales

1 CRO – Overview, How CRO can help your business,

Exploring why some marketing campaigns fails, How to
Integrate CRO in Your Marketing Plan, The Science of
CRO, Social Psychology, Neuroscience and Marketing

Social Media Strategy for Business Growth

 Why Social Media Strategy for Business Growth? Intro

to Social Media Strategy Course,Key Principles: The
SCARF model, Social Media Strategy, Situation
2 Analysis, Stakeholders, Your Content Strategy, Map
the Customer Journey, Content Distribution, Actions:
Curate - Schedule - Socialise - Analyse your posts,
 Conclusion to Social Media Strategy

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Course Outline
National University of Computer & Emerging Sciences
Lahore Campus

Web Copy Writing

 Understand the different online platforms to write on,

Learn Where Copy Writing Sits on Your Marketing Plan,
Best Practices, Create Killing Headlines, How to Write
3 Links People Want to Click On, Examples: Learn from
Who Is Already Doing It Right, Summary and
Resources

Web Analytics/ Google Analytics

 Introduction, Understand Analytics, Learn what is

working and what is not working on your site, Track the
results of your marketing campaign, Describe your
outcome & meet your goals, Examples on using
4 analytics to draw conclusions on incoming
traffic, Lagging and Leading Indicators: learn what will
happen next, How Organizations are using analytics to
make more money, Summary and Resources

Email Marketing

 The Best Acquisition Channel System, Step One: Clarify

Your Email Marketing Goals, Step Two: Create Your
Email Marketing Machine, Step Three: Analyse Your
Data, Step Four: Create email content that people want
5 to read from you, Step Five: Test your emails in different
platforms, Examples from leading
companies, Summary and Resources, Email
Marketing, Email A/B Test Made Simple

6
Social Media Channels

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Course Outline
National University of Computer & Emerging Sciences
Lahore Campus

 Intro and history, how can we make the most from social
media, how to make it work for you, how to make it work
for you, social media marketing plan, social media
marketing plan, social media marketing plan, how to use
twitter ads

3D Virtual Worlds: Business Opportunities

7 Introduction about virtual worlds and Second Life, How

we can use Virtual Worlds for Business and Learning
purpose.

Virtual Reality and Augmented Reality: are they real?

8 Students will get to know about two next big things: VR

and AR. And how to use these realities for business
purposes?

Mid Term

SEO

 Intro and history, what is it? The Search Super

9 Power, Strategy and Techniques to Get to The Top
1, Strategy and Techniques to Get to The Top
2, Strategy and Techniques to Get to The Top 3, Who
applies it and Summary

Website UX

 Intro and history, First Steps on Getting the Site Your

Customers Want, Start Testing Your Current
10 Website, Learn How to Build a Better Site, Learn How
to Build a Better Site, Learn How to Build a Better
Site, Learn How to Build a Better Site, Examples: Who
applies it

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Course Outline
National University of Computer & Emerging Sciences
Lahore Campus

PPC - Pay Per Click

 Intro and history, The Different Pay Per Click

11 Alternatives, Why and when do we use it, Strategy and
Techniques for PPC, Strategy and Techniques for PPC,
Strategy and Techniques for PPC, Strategy and
Techniques for PPC, who applies it? and Summary

Google Adwords

 Google Adwords for your Business, How Google

Adwords works? Examples of Google Adwords Ads that
we are Creating, Setting up your Adwords Account,
Exploring the Adwords Interface, Finding the Best
12 Keywords for your Business with Keyword
Planner, Creating a Google Adwords Search
Campaign, Selecting your Audience, Choosing your Bid
Settings, Creating an Ad Group and Adding
Keywords, Finalizing your Google Adwords Ad,
Managing your Campaign and Analytics, Creating a
YouTube Ad with Google Adwords, Your Next Steps...

Understanding Mobile Marketing

13
Mobile Marketing and its potential

NeuroMarketing: New Powerful Strategies for Your

Marketing
How to increase in-store sales through the senses.
14 Neuroscience applied to Retail

What sound does your brand have?

What does your brand smell like? How to use this

powerful sense in marketing

15 Presentations

16 Presentations

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Course Outline
National University of Computer & Emerging Sciences
Lahore Campus

Final

CLASS CONDUCT

Students are expected to maintain 100% attendance and ensure a professional demeanor in the class.
Active participation in class discussion and activities is highly desirable.
Up to 20% absences are allowed which should be used only in case of serious exigencies.
Attendance will be marked in the beginning of the class and habitual latecomers will be marked absent.
Attendance/scores shall be updated on Neon and students are expected to keep track.
In case of any discrepancy, let the instructor know within a couple of weeks.

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