Course Objectives: |
The aim of this course is to teach students the concept of digital marketing. This course covers the largest digital platforms: mobile, social media, search engine (paid and organic). Students will learn how to use email, SMS text, paid and organic search, mobile (QR code, apps, local, geographical), WordPress, YouTube, Pinterest, Linkedin, Facebook and Twitter more effectively. Students will learn how to create and manage a paid search advertising campaign using Google Adwords. |
Course Content: |
Channel planning; e-mail marketing; digital display; social media; organic search (SEO); paid search (SEM); content marketing; digital marketing analytics and return on investment (ROI); digital campaigns; lead generation; web presence; landing pages; mobile marketing; creating strategies in digital platforms. |
Week |
Subject |
Related Preparation |
1) |
• Introduction to course objectives.
• Explain subscription to digital publications & blogging.
• Explain special considerations in segmentation, consumer behavior in digital.
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Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
2) |
• Understand basics tenets of direct marketing: Target, List, Offer; Testing.
• Explain the e-commerce.
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Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
3) |
• Explain search engine optimization (SEO) tools and techniques |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
4) |
• Explain search engine optimization (SEO) tools and techniques: need to maximize free vs. paid (Continued). |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
5) |
• Learn Google Adwords. |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
6) |
• Learn Google Adwords (Continued). |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
7) |
midterm exam |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
8) |
• Explain Social Media 101: how to develop a powerful content
management strategy.
|
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
9) |
• Explain Social Media 101: how to develop a powerful content
management strategy (Continued).
|
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
10) |
• Explain Facebook, Twitter and Pinterest, Google Plus. |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
11) |
• Explain behavioral targeting.
• Learn about ads in LinkedIn, Facebook, Twitter.
|
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
12) |
• Explain mobile marketing. |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
13) |
• Explain mobile commerce.
• Explain mobile marketing app creation and emulators.
|
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
14) |
• Case studies. |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
15) |
final exam |
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
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Program Outcomes |
Level of Contribution |
1) |
Has sufficient background in mathematics, science and engineering related fields. |
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2) |
Uses the theoretical and practical knowledge in mathematics, science and their fields together for engineering solutions. |
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3) |
Identifies, formulates and solves engineering problems, selects and applies appropriate analytical methods and modeling techniques for this purpose. |
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4) |
Analyze a system, system component or process and design it under realistic constraints to meet desired requirements; apply modern design methods accordingly. |
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5) |
Selects and uses the modern techniques and tools necessary for engineering applications. |
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6) |
Design experiments, conduct experiments, collect data, analyze and interpret results. |
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7) |
Works individually and in multi-disciplinary teams. |
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8) |
Accesses information and conducts resource research for this purpose, uses databases and other information sources. |
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9) |
Accesses information and conducts resource research for this purpose, uses databases and other information sources. |
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10) |
Accesses information and conducts resource research for this purpose, uses databases and other information sources. |
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11) |
Uses the theoretical and practical knowledge in mathematics, science and their fields together for engineering solutions. |
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12) |
Identifies, formulates and solves engineering problems, selects and applies appropriate analytical methods and modeling techniques for this purpose. |
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13) |
Analyze a system, system component or process and design it under realistic constraints to meet desired requirements; apply modern design methods accordingly. |
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14) |
Selects and uses the modern techniques and tools necessary for engineering applications. |
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15) |
Works individually and in multi-disciplinary teams |
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16) |
Uses information and communication technologies together with computer software required by the field at least Advanced Level of European Computer Skills License. |
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17) |
Communicate effectively verbally and in writing; use a foreign language at least at level B1 of the European Language Portfolio. |
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18) |
Communicates using technical drawing. |
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19) |
Accesses information and conducts resource research for this purpose, uses databases and other information sources. |
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20) |
Becomes aware of the universal and social effects of engineering solutions and applications; entrepreneurship and innovation and have knowledge about the problems of the age. |
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21) |
Has professional and ethical responsibility. |
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22) |
Have awareness of project management, workplace practices, employee health, environmental and occupational safety; the legal consequences of engineering applications. |
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23) |
Demonstrates awareness of the universal and social impact of engineering solutions and applications; is aware of entrepreneurship and innovation and has knowledge about the problems of the age. |
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