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) |
- Gaining discursive, theoretical and factual information from various environments, in local, national and global context for related field, architectural design/ planning/ design activities and researches, she has required ability and comprehension to reflect the information on academic environment. |
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2) |
- Has intellectual, discursive, scientific, technologic, esthetic, artistic, historic and cultural information and comprehension about related field. |
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3) |
- Has knowledge and understanding on human and community oriented and sensitive to environment (natural and built) architectural design/ planning/ design/ research methods on the related field. |
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4) |
- Has multidimensional knowledge and understanding on economics, topics related to disasters and environmental and societal sustainability principles and standards. |
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5) |
- They have knowledge about the principles, laws, regulations and standards related to their field. |
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6) |
- Has knowledge and understanding about institutional and ethical values related to the concerned field. |
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7) |
- Has knowledge and understanding about the place / importance of the related field in its historical, geographical, social and cultural context. |
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8) |
- Has ability to develop concepts in architectural design/ planning/ design fields. |
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9) |
- Has ability to provide integrity between discourse, theory and practise for architectural design / planning / design activities and researches. |
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10) |
- Has ability to identify facts, potential, problems and required researches for these in architectural design/ planning/ design issues. |
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