Digital Marketing

Elective Course: Term 4

Course Facilitator: Dr. Jones Mathew
Jones.mathew@jaipuria.ac.in
98113-72532
SESSION 1 INTRODUCTION AND COURSE OVERVIEW

Ground Rules

NO late coming to class

NO late submissions for assignments
NO grace period for any scheduled activity
All study materials to be studied in advance
Constructive debates in class are welcome
Questions are encouraged do not hesitate
There will be no biases in my class only
merit will be considered

Course Structure
Six modules in all
Introduction to DM,
Building Blocks of a website,
SEO,
SMM,
DM Activation,
Mobile Marketing

24 sessions of 75 minutes each

Caution
For this course you are paying.????
How much?
Rs 1200/- per session
Rs 28,800 for the DM Course
How much are you going to take out
of it?

Course Expectations
After undergoing this course, the student will be able
to:
L01. Describe the approach, benefits and differences
posed by digital versus traditional marketing
L02. Operate as a team member for designing a
workable website for a business entity/NGO
L03. Analyze the application of optimization and
marketing activities
L04. Explain and apply digital marketing activation
techniques
L05. Engage mobiles for e-Commerce and Customer
Relationship Management (mCRM).

Assessments
Component

Brief Description

Weightage

Feedback
Will be
given

Quizzes (online) 3 quizzes of MCQs/Objective types.

2 best scores would be considered.
Based on cases, concepts and
readings.

10%

Second class
after quiz

Class
Participation

Active and constructive

participation in the classrooms and
in course discussion forums

10%

Every 8th
session (3
times)

Team Project

On Persona Design, Requirements

Analysis and Website Designing for
one club in the college or for own
business or any NGO

20%
(10% for
website
creation and
presentation:
10% for
report)

Group-wise,
at regular
intervals as
per
milestones

Mid Term
Examination

Application based situational

20%
questions and conceptual questions
till portion covered before mid term
examination

First session
after Mid
Term

End Term
Examination

Application based situational

questions and conceptual

Individual
meetings

40%

How relevant is Digital Marketing?

http://www.economist.com/news/busi
ness/21662543-people-spend-more-ti
me-social-media-advertisers-are-fo
llowing-them-brand-new-game

What are we here for?

To open the future of communication
To open the future of interaction
To open the future of customer
engagement
To open the future of being relevant
To open the future of bringing in
more sales
To open the open world of D I G I T A
L

What is Digital Marketing?

But before we go into digital
marketing, lets discuss what
Marketing is.
AMA- Marketing is the activity, the set of
institutions, and processes for creating ,
communicating, delivering and exchanging
offerings that have value for customers,
clients, partners and society at large.

What is Digital Marketing?

It is a technological innovation which
helps in reaching a wider audience
It gives a company the power to go
one on one with customers
Going digital means going online
It uses the power of the internet or
the world wide web
It is the act of presenting something
to someone else online

DM Consists of ..

Is Digital a Good Thing?

Tremendous opportunity
For customers
For organizations
For employees

Tremendous threat
- Market share capture by new
companies
- Size does not matter
- Need to be constantly agile and
vigilant
- Should we/Should we not?

Essential Skills for Digital Marketing

Research skills
Planning skills
Budgeting skills
Project Management skills
Copywriting skills
Analytical skills
Communication skills
Technical skills
Skill to think like the customer

DM Salaries

After 5 years of experience in DM

Career Track
Executive - Account Management (Digital
Marketing)
Sample Companies: DGM India, Zirca Digital, Singer
India, India Mart
Overall Responsibility: Day to day management of
clients affiliate marketing programs, working to
maximise profitability for these clients

Skills Set
Hard skills: marketing management, sales
management, negotiations, consumer psychology,
basic to moderate number crunching skills (basic
numbers of a business); services marketing
Soft skills: Interpersonal relationships, persuasion,
passion to meet people, ability to sell oneself and
the oraganization, decent communication skills,
resourceful, team-worker, positive attitude and
perseverance, ability to be on the move all the
time, hate desk jobs, love field jobs, hungry for fat
incentives.
Other: above average academic requirements (5060%) + Street Smartness Skills+passion for sales