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) |
explain the essential body of knowledge in the area of international trade, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models. |
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2) |
employ the appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in the related areas, interpret results and propose solutions. |
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3) |
integrate the theories of international trade with the real life functions in changing global business world and interpret the major recent developments in the world trading system and also be able to evaluate interaction between economic development and foreign trade. |
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4) |
have the vision of international business and trade system, and also have knowledge of the logistics management associated with foreign trade and also explain foreign trade financing products and services that are issue of foreign trade, insurance and risks |
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5) |
discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures. |
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6) |
define the features and property of products and services that are the subjects of foreign trade, quality and standards in national and international level. |
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7) |
communicate in written and oral English with people from diverse backgrounds, and have the English proficiency to follow and interpret the global dynamics in the areas of international trade |
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8) |
recognize the major instruments of trade policy such as tariffs, non-tariff barriers, state aids, international agreements, international organizations and institutions, e-trade, and their effects on foreign trade policy. |
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9) |
identify standards of personal, professional, social and business ethics, evaluate the ethical implications of various practices in the related areas, and be aware the importance of ethical behavior in adding value to the society
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