Birla Institute of Technology & Science, Pilani

Instruction Division
First Semester 2018-19
Course Handout
Date: 31 July 2018
In addition to Part I (General Handout for all courses appended to the Time Table), this portion
gives further specific details regarding the course.

Course Title: E-Business and Internet Marketing

Course No. : MBA G527
Credit Units: 4
Instructor in Charge: Nirankush Dutta

1. Course Description:
Technological advances, rapid globalization, economic shifts and cultural and environmental
developments are causing profound changes in the marketplace. As the marketplace changes, so
must the marketers who serve it. These new developments signify a brand new world of
opportunities for forward-thinking marketers. The course on E-Business and Internet Marketing is
designed for the next-generation marketers.

2. Focus:
The course aims at introducing students to various concepts of E-Business and Internet Marketing
and imparting practical experience as a part of the course curriculum. From the perspective of a
marketer, students are encouraged to listen to conversations in different digital media, explore
ways to analyze the conversations, relate to the audience and act accordingly to increase reputation
of a brand. The objective of this course is to provide students with required knowledge, skills and
expertise to help them build their career in E-Business and Internet Marketing.

3. Scope and Objectives

The course covers various theories related to e-Business and Internet Marketing, and enhances the
effectiveness of the learning through development of skills by participating in experiential
activities. It aims to provide students the necessary knowledge and skills to start their career as a
digital marketer in different organizations. Students undertaking this course should be able to
appreciate the complexities involved in e-Business and be prepared to solve the issues faced by a
digital marketer. Students are encouraged to earn certification during the course of the program,
so that they can get their skills recognized by independent agencies.

4. Text Books:
 T1. Ian Dodson, “The Art of Digital Marketing” (2016). Wiley (ISBN: 8126564407)
5. Reference Books:
 R1. Dave Chaffey & PR Smith, “Digital Marketing Excellence: Planning, Optimizing and
Integrating Online Marketing” (2017) 5th Ed. Routledge. (ISBN: 1138191701)
 R2. Damian Ryan. “Understanding Digital Marketing: Marketing Strategies for Engaging
the Digital Generation”. (2016) 4th Ed. Kogan Page Publishers (ISBN: 0749478438)
 R3. Ira Kaufman & Chris Horton. “Digital Marketing: Integrating Strategy and Tactics
with Values: A Guidebook for Executives, Managers, and Students” (2014). Routledge
(ISBN: 0415716756)
 R4. Ward Hanson, “Internet Marketing and e-Commerce” (2012). Cengage (ISBN:
8131517128)

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 Birla Institute of Technology & Science, Pilani
Instruction Division
First Semester 2017-18
Course Handout

7. Course Plan:
Module Number Lecture Session / Tutorial Reference Learning
Session Outcome
1.Fundamentals Engaging with New Relevant parts Students should be
of e-Business Customer Generation; from T1 (Ch 1), able to
and Internet Digital Natives and Digital R1 (Ch 1.1-1.2) 1. identify the
Marketing Immigrants; 3i Principle and two research various generations
papers (to be of consumers based
distributed) on their
Introduction to Digital Relevant parts characteristics
Customers; Motivations and from T1 (Ch 1) 2. understand the
Expectations; Fears and and R1 (Ch 4.1- different factors
Phobias 4.4) that motivate or
Customer Profiles; Relevant part discourage
Researching the Online from R1 (Ch consumers to be a
Customer 4.9-4.10) part of digital world
Case study / Class-room To be provided 3. acquire basic
activity prior to or during knowledge about
the class ways to find out
different types of
consumers online.
2.e-Business Online Revenue Models; Relevant part Students should
Models and Intermediary Models; from R1 (3.1- have
Frameworks Attribution Models; 3.5) 1. basic idea about
Communication Models different models
Customer Information Relevant part and frameworks
Processing Models; from R1 (3.6- that are employed ni
Customer Buying Models; 3.8) e-Business
Loyalty Models 2. knowledge to
Buyer Data Management Additional identify the best
Platform (DMP) Model; Paid content to be framework at any
Owned Earned Media distributed given situation.
(POEM) Marketing Model
3.Digital An Introduction; Online Relevant part Students should be
Marketing Marketplace Analysis: from T1 (Ch 10) able to
Strategy Macro and Micro and R1 (Ch 2.1, 1. appreciate
Environment; Digital 2.5-2.12); various factors that
Marketing Remix; Additional impact the online
Approach, Audience, content to be marketplace
Activities, Analysis distributed

Course No. : MBA G527

Course Title: E-Business and Internet Marketing
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 Birla Institute of Technology & Science, Pilani
Instruction Division
First Semester 2017-18
Course Handout

Module Number Lecture Session / Tutorial Reference Learning

Session Outcome
Budgeting for Digital Relevant part 2. identify ways to
Marketing, Selecting Right from R1 (Ch effectively deal
Suppliers for Digital 9.5, 9.7-9.8) with consumers and
Marketing Capabilities, suppliers in the
Change Management for online marketplace
Digital Transformation 3. measure the
Measuring and Optimization Relevant part effectiveness of
with Digital Analytics, from R1 (Ch digital marketing
Automation, Implementing 9.9-9.13) effort
New Systems, Managing
Data Quality, e-Business
Security
Digital Marketing Plan: Relevant part
Situation Analysis, from R1 (Ch
Objectives, Strategy, Tactics, 10.1-10.8)
Actions, Control, 3M (Men,
Money, Minutes)
4.Online Public Relationship Marketing Relevant part Students should
Relations Using Digital Platform from R1 (Ch appreciate:
8.1-8.2) 1. use of
Database Marketing and Relevant part relationship
Marketing Automation; from R1 (Ch marketing in digital
Profiling; Personalization; 8.3, 8.5-8.6, 8.8) platforms
Control Issues 2. importance of
Case study / Class-room To be provided database for better
activity prior to or during understanding of
the class target customers
5.Search Engine Introduction to Traffic Relevant parts Students should
Optimization Building; SEO from R1 (Ch know various
and Marketing Fundamentals; Search 7.1) and T1 (Ch aspects of
Engine Result Pages: 2, Ch 3) 1. search engine
Positioning optimization and
Search Behaviour; SEO Relevant parts marketing
Keyword Strategy; Display from T1 (Ch 2, 2. e-Mail marketing
Advertising; Native Ch 4) and R1 3. analyze the
Advertising; Opt-in e-Mail (Ch 7.5-7.6) marketing efforts in
Goals, On-Page Relevant parts these kinds of
Optimization, Off-Page from T1 (Ch 2) marketing activities
Optimization, Analyze and optimize the
same

Course No. : MBA G527

Course Title: E-Business and Internet Marketing
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 Birla Institute of Technology & Science, Pilani
Instruction Division
First Semester 2017-18
Course Handout

Module Number Lecture Session / Tutorial Reference Learning

Session Outcome
6.Content Content Marketing Additional Students should be
Marketing Fundamentals material to be aware of
distributed 1. ways to engage
Engagement Strategy; Additional with consumers
Staying Relevant material to be 2. use of blogs and
distributed newsletters for
Blogs; Newsletter Additional mutual benefit with
material to be the consumers
distributed
7.E-Mail An Introduction; Email Relevant parts Students should
Marketing Marketing Process from T1 (Ch 5) 1. have enhanced
Design and Content of E- Relevant parts knowledge about e-
Mail; Delivery; Discovery from T1 (Ch 5) Mail marketing
Case study / Class-room To be provided techniques
activity prior to or during 2. be able to design
the class content of e-Mail
marketing
3. be able to
discover new
prospects and
analyze the result of
e-Mail marketing
campaigns
8.Social Media Brief Introduction to Web Additional Students should
Marketing 2.0 and UGC; Social Media material to be 1. know the
Models; Using Social Media distributed; R1 fundamentals of
for Brand Value (Ch7.7) social media
Social Media Marketing Relevant parts marketing
Goals; Channels of Social from T1 (Ch 6) 2. appreciate
Media different models,
Implementation and Relevant parts goals and objectives
Managing Online from T1 (Ch 7) of social media
Communities; Analyzing marketing
Social Media Marketing
Performance

Course No. : MBA G527

Course Title: E-Business and Internet Marketing
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 Birla Institute of Technology & Science, Pilani
Instruction Division
First Semester 2017-18
Course Handout

Module Number Lecture Session / Tutorial Reference Learning

Session Outcome
Social Business Models and Additional 3. be aware of ways
the Ladder of Engagement; material to be to manage online
Methods for Measuring True distributed communities
Impact of Social Networks 4. know methods to
and Word-of-Mouth; Social analyze the
Listening and Text performance of
Analytics; Sentiment social media
Analysis and Opinion marketing activities
Mining 5. be able to prepare
Social Media Optimization; Relevant parts a social media
Laws and Guidelines from T1 (Ch 7), marketing strategy
R1 (Ch 5.8) on their own
9.Mobile Opportunity; Optimize Relevant part Students should be
Marketing from T1 (Ch 8) able to
Advertise; Analyze Relevant part 1. explore
from T1 (Ch 8) opportunities for
Class-room activity / Case To be provided best use of mobile
Study prior to or during marketing
the class 2. find out
advertising options
in mobile marketing
3. analyze the
performance of
mobile marketing
activities
10. Optimizing Omni-Channel Marketing: A Additional Students should
Customer and Holistic View; Online Value material to be 1. be able to
User Proposition distributed; appreciate the
Experience Relevant parts importance of
from R1 (Ch omni-channel
6.3) marketing in the age
Customer Orientation; Relevant part of e-Business
Dynamic Design and from R1 (Ch 2. learn ways to
Personalization; Aesthetics; 6.4-6.7) integrate online
Page Design marketing with
Content Strategy and Relevant part offline business
Copywriting; Navigation and from R1 (Ch 3. understand the
Structure; Interaction; 6.8-6.11) content strategy and
Mobile Site Design design techniques
for effective omni-
channel marketing

Course No. : MBA G527

Course Title: E-Business and Internet Marketing
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 Birla Institute of Technology & Science, Pilani
Instruction Division
First Semester 2017-18
Course Handout

Module Number Lecture Session / Tutorial Reference Learning

Session Outcome
11. Web Web Analytics and User Additional Students will learn
Analytics Behaviour Online; Using material to be 1. Basics of web
Customer Data to Drive distributed analytics
Results 2. ways to use
Evaluation and Improvement Additional consumer data for
of Digital Channel material to be better marketing
Performance; Conversion distributed performance
Rate Optimization 3. evaluate
Fundamentals effectiveness of
Goals, Setup, Monitor and
Relevant part marketing with
Analyze from T1 (Ch 9) respect to the goals
Class-room activity / Case
To be provided set for digital
Study prior to or during marketing
the class campaigns
12. Future of Internet of Things; The Relevant part Students should
Digital Future of Advertising from R2 1. visualize the
Marketing Class-room activity / Case To be provided future direction of
Study prior to or during internet marketing
the class 2. be better
prepared as a
marketer of the
future generation

8. Pedagogy:
 Read
o Books
o Research Papers
o News Articles
 Interact
o Case studies
o Guest Lecture by Industry Experts
 Practice
o Digital Marketing Project
o Google Online Marketing Competition (Optional)
 Earn (Optional)
o Hootsuite Certification (Lifetime validity; US $199; Unlimited attempts)
o Google Adwords Certification (Valid for one year; Free)
o HubSpot Certification (Free)

Course No. : MBA G527

Course Title: E-Business and Internet Marketing
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 Birla Institute of Technology & Science, Pilani
Instruction Division
First Semester 2017-18
Course Handout

9. Evaluation Scheme:
S. Evaluation Weightage Date & Time Remarks
No. Component
1 Assignments 5% To be announced in Open Book
class and / or
Nalanda
2 Case Studies 10% To be announced in Open Book (Best 2 of 3)
class and / or
Nalanda
3 Mid-Term Test 20% As per schedule Partially Open Book; Partially
given by Instruction Closed Book
Division
4 Class Test 15% To be announced in Closed Book; 10% Announced
class and / or Test (Best 2 of 3); 5% Surprise
Nalanda Test (Best 2 of 3)
5 Project 20% To be announced in Open Book; 10% till Mid-Sem
class and / or
Nalanda
6 Comprehensive 30% As per schedule Closed Book
Exam given by Instruction
Division

After completing the course, the students will be able to

 Appreciate the complexities involved in various forms of e-Business and Internet
Marketing
 Choose an appropriate platform for internet marketing activities
 Find out ways to reach target customers and engage them for better business outcome
 Design an online campaign on their chosen platform, analyze the result and optimize the
marketing activities.

Closed Book Test: No reference material of any kind will be permitted inside the exam hall.

Open Book Exam: Use of any printed / written reference material (books. Notebooks,
photocopies) will be permitted inside the exam hall. However, the materials should be properly
bound in some form (hard, soft or spiral). Loose sheets of paper or stapled bunch of papers will
not be permitted. Computers of any kind will not be allowed inside the exam hall. Use of
calculators will be allowed in all exams. No exchange of any material will be allowed.

10. Chamber Consultation: To be announced in class

11. Notices: All notices concerning this course will be displayed on the notice board of the
Management Department only. Soft copy of the notice or any other emergency update may
be shared through Nalanda / e-Mail.

Course No. : MBA G527

Course Title: E-Business and Internet Marketing
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 Birla Institute of Technology & Science, Pilani
Instruction Division
First Semester 2017-18
Course Handout

Note:
 Highest level of intellectual integrity is expected of students while they work on term papers /
projects in terms of giving proper acknowledgement and avoiding plagiarism. Students are also
expected to submit their assignments on time failing which these may not be evaluated.
 This course is highly dynamic in its nature and content. As a result, one book may not suffice
for achieving the learning objectives properly. However, the text book prescribed in this handout
should provide the fundamental for most of the modules to be discussed in this course. The
reference books, as specifically mentioned, should be consulted simultaneously along with the
text book. A lot of additional material (hard copy or soft copy) or reference to those materials
will be provided in the class.
 It shall be the responsibility of the individual student to be regular in maintaining the self-study
schedule as given in the course handout, attend lectures and participate in the class-room
activities / case studies as well as execute projects as announced in the class and / or in Nalanda.
 Mid Semester Test and Comprehensive Examination are according to the Evaluation Scheme
given in the respective Course Handout, as decided by the Instruction Division.
 If the student is unable to appear for the Regular Test/Examination due to genuine exigencies,
the student must refer to the procedure for applying for Make-up Test / Examination.

Instructor-in-Charge

Course No. : MBA G527

Course Title: E-Business and Internet Marketing
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