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.
|
Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson. |
2) |
• Understand basics tenets of direct marketing: Target, List, Offer; Testing.
• Explain the e-commerce.
|
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) |
Have the fundamental knowledge of theoretical and applied principles required in the field of interior architecture |
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2) |
Use artistic and cultural values in design process |
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3) |
Use contemporary information about the field of interior design materials and manufacturing technologies |
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4) |
Have the ability to develop Design problems with a critical perspective and analytical thinking in order to bring out original solutions |
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5) |
Have consciousness of harmony and effectiveness of team work |
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6) |
Show participation in the production phase of the project applications and professional experience |
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7) |
Embrace the importance of learning, science, technology and contemporary issues |
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8) |
Have knowledge and awareness about occupational ethics, related laws and legislation |
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