MBA SYLLABUS: SEMESTER III

DIGITAL MEDIA & COMMUNICATION MARKETING– SPECIALIZATION

Semester III Specialization Digital Media & Communication Marketing
Course Code 305 DMCM Type Subject – Core
Course Title Integrated Marketing Communications

Course Objectives:
1 Quickly understand a company and its marketing communications activities
2 Thoroughly describe a range of media and methods available to marketers
3 Demonstrate a comprehensive understanding of integrated Marketing Communications theories
and concepts

Syllabus:
Unit Contents Number of
Number Sessions
1 Introduction to Integrated Marketing Communications: Overview of Integrated 5+2
Marketing Communications (IMC), What is IMC?, Original definitions of IMC, Early
management perceptions of IMC, More recent definitions of IMC, Managing IMC, The
role of advertising and promotion in IMC, The role of advertising agencies in IMC,
Barriers to effective IMC, Organizational barriers, Organizational character,
Compensation, Overcoming the barriers, Identifying IMC opportunities, Understanding
consumer decision-making, IMC strategic planning, The five-step strategic planning
process.
2 Advertising and promotion: Traditional Advertising - The role of advertising in IMC, 5+2
Types of advertising, Consumer-oriented brand advertising, Retail advertising, B2B
advertising, Corporate image advertising, Brand awareness and brand attitude
strategy, Brand awareness strategy, Brand attitude strategy . Traditional Promotion -
Basic types of promotion, Consumer promotion, Retail promotion, Trade promotion,
Promotion to the consumer, Coupons, Sampling, Refunds and rebates, Loyalty and
loading devices, Premiums, Sweepstakes, games, and contests, Building brand attitude
with consumer promotion, Trial versus repeat purchase objective for promotion, Trial
objective for promotion, Repeat purchase objective for promotion, Promotion to the
trade and retailer, Allowances, Display material, Trade premiums and incentives,
Incentive promotion cost.
3 New media and other IMC options:New media, Internet, Mobile marketing, 11+2
Sponsorships and event marketing, Product placement, Packaging, Trade shows and
fairs, Personal selling, Public relations, Public relations strategy, Advantages and
disadvantages, Marketing public relations, Buzz marketing. Direct marketing and
channels marketing - The role of direct marketing in IMC, Difference between direct
marketing and traditional advertising, When to use direct marketing, The database in
direct marketing, The role of channels marketing in IMC, Co-op advertising, Tactical
marketing.
4 Message processing & Creative Execution: Message processing - Communication 7+2
response sequence, Message processing responses, Attention, Learning and
acceptance, Emotion, The role of memory, Unconscious processing, Conscious
processing. Creative execution - Gaining attention, Unexpected elements, Colour, Size
of picture or illustration, Print placement, Format, Contents, Facilitating learning, Keep
it simple, Use short headlines, Picture–word sequence, Pacing of commercials,
Consistency in IMC executions, Visual look must be unique, Specific creative tactics for
brand awareness and brand attitude, Brand awareness creative tactics, Brand attitude
creative tactics, Eliciting the correct emotional response .
5 IMC Planning and Execution: Communication objectives, Relative advertising versus 7+2
promotion strengths, Category need, Brand awareness, Brand attitude, Brand
purchase intention, Market characteristics that influence IMC effectiveness, Product
differentiation, Market position, Poor performance, Competitive activity, Advantages
of using advertising and promotion together, The advertising and promotion ‘ ratchet
effect ’, The impact of demand elasticity. The IMC planning process - Reviewing the
 marketing plan, Selecting a target audience, Determining how decisions are made,
Message development, Establishing brand positioning, Setting communication
objectives, Matching media options, Appropriate media for brand awareness,
Appropriate media for brand attitude, Appropriate media for the size and type of
business. Finalizing and implementing the IMC plan - Finalizing the plan, Identifying
touch points, Identifying communication tasks and media options, IMC planning
worksheet, Implementing the plan, The creative brief, Selecting the best media
options, Allocating the media budget

Learning Resources:
1 Text Books Strategic Integrated Marketing Communications, Larry Percy, Elsevier
2 Reference Books
3 Supplementary
Reading Material
4 Websites
5 Journals
Semester III Specialization Digital Media and Communication Marketing
Course Code 306 DMCM Type Subject – Core
Course Title Internet Marketing – I

Course Objectives:
1 To increase the learner’s understanding of internet marketing.
2 To make the learner knowledgeable about key issues in internet marketing
3 To help the learner to apply the appropriate tools to plan, develop, and execute internet marketing
4 To provide the learner hands‐on experience with constructing a complete internet marketing plan

Syllabus:
Unit Contents Number of
Number Sessions
1 Introduction to Internet marketing : Significance of internet for Internet marketing, 5+2
Marketing applications of Internet marketing, changing media consumption patterns,
changing buyer behavior, What is Internet marketing? E-marketing defined, Digital
marketing defined, E-commerce and e-business defined, Business or consumer model?
benefits of the Internet to the marketer, strategic approach to Internet marketing,
difference between Internet marketing communications and traditional marketing
communications.
2 The Internet micro-environment: Introduction, Different components of the micro- 7+2
environment, Marketplace, Competitive forces, Value creation and value chain
analysis, New channel structures, Location of trading in marketplace, Commercial
arrangement for transactions, Business models in e-commerce, Revenue models,
Customers, Assessing demand for e-commerce services, Online demand for business
services, Online buyer behavior, Customer persona and scenario analysis, Multi-
channel customer experiences, Models of online buyer behavior, Competitors,
Suppliers, Intermediaries

The Internet macro-environment: Introduction, Social factors, Social exclusion, Legal

and ethical issues of Internet usage, Privacy and other e-commerce legislations,
Technological factors, Alternative digital technologies, Economic factors, Globalisation,
Political factors, Internet governance, Taxation, Tax jurisdiction
3 Internet marketing strategy : Introduction, Internet strategy is a channel marketing 7+2
strategy, The scope of Internet marketing strategy, An integrated Internet marketing
strategy, Is a separate Internet marketing plan needed? A generic strategic approach,
Situation review, Internal audit or analysis, External audits or analysis, Strategic goal
setting, Frameworks for objective setting, Strategy formulation Decisions - Market and
product development strategies , Business and revenue models strategies , Target
marketing strategy , Positioning and differentiation strategy (including the marketing
mix) , Multi-channel distribution strategy, Multi-channel communications strategy ,
Online communications mix and budget , Organisational capabilities (7S). Strategy
implementation
4 The Internet and the marketing mix: Introduction, Product, The long tail concept, The 7+2
Internet and branding, The importance of brand online, Price, Increased price
transparency , Downward pressure on price, New pricing approaches (including
auctions), Alternative pricing structure or policies, Place, place of purchase, New
channel structures, Channel conflicts, Virtual organisations, Promotion, People,
process and physical evidence.
5 Business-to-consumer Internet marketing: Introduction, Key themes and concepts, 9+2
Online customers, Who are the online customers?, Online customers’ expectations
and motivations, E-retailing, Development of e-retailing, E-retailing: the virtual
channel, E-retail activities, Information functions, Interactive functions, Who are the e-
retailers and what are they selling?, Implications for e-retail marketing strategy.
 Business-to-business Internet marketing: Introduction, Key themes and concepts, B2B
e-context, Online environment analysis, Commercial exchanges in B2B markets, The
electronic marketplace, How organisations are using Internet technologies, Trading
relationships in B2B markets, The exchange process, The buying function, Trading
partnerships, Digital marketing strategies

Learning Resources:
1 Text Books Internet Marketing, Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston, Richard
Mayer, Pearson Education
2 Reference Books E Marketing, Strauss, Ansary, Frost, Pearson Education
Internet Marketing, Alan Charlesworth, Elsevier
Online Marketing, Richard Gay, Alan Charlesworth, Rita Esen, Oxford
E Marketing Excellence, PR Smith & Dave Chaffey, Elsevier.
3 Supplementary
Reading Material
4 Websites
5 Journals
Semester III Specialization Digital Media and Communication Marketing
Course Code 307 DMCM Type Subject – Elective
Course Title Mass Communication Media and Culture – I

Course Objectives:
1 Understand the interrelationship between media and culture
2 Develop a grasp of media organizations and their roles
3 Get insights into Indian media and entertainment industry

Syllabus:
Unit Contents Number of
Number Sessions
1 Class, Ideology and the Media: Introduction, The study of the media: theoretical 4+2
approaches, Theories of the media, theories of society, The rediscovery of ‘ideology’:
return of the repressed in media studies, Messages and meanings
2 Media Organizations: Introduction, Large corporations and the control of the 4+2
communications industries, Negotiation of control in media organizations and
occupations, Cultural dependency and the mass media
3 The Power of the Media: Introduction, Communications, power and social order, The 4+2
political effects of mass communication, How the media report race, Media, ‘reality’,
signification
4 Media and the new world order: Impact of Media on Stock Markets, FDI in Media and 4+2
its impact, Media and Social Advertising, Traditional Folk Media for rural development,
Media and the Marginalized, Women and Media, Media and the Beauty Business,
Media and Human Rights, Trial by Media, Reshaping Mind and Behaviour – Media and
its Impacts.
5 Indian Media and Entertainment Industry: Key Components& Players in each – Print, 4+2
TV, Radio, FM, Films, Out of Home & Digital, Animation, Gaming, Penetration, Market
shares & Presence – National – Regional - Local, Urban - Rural, Penetration, Income,
Life Styles, Growth Rates, CAGR, M & A Activity, Growth Drivers – demand, policy
support, innovation & investments. Digitization, Regulation, Advertising Spends across
Media, Channel Viewership, NRS, TRPs, Digitization of cable television, ARPU trends,
Cinema Screens, Digital Revenues for the music industry, Media Conglomerates and
Media Houses, Key Players, Industry Associations.

Learning Resources:
1 Text Books Culture, society and the media, Edited by Michael Gurevitch, Tony Bennett, James
Curran And Janet Woollacott, Routledge
Media and the New World Order, Agarwal, Khanna, Tripathi and Shukla, Wisdom
Publications
The Indian Media Business, VanitaKohli-Khandekar, Response Books
2 Reference Books
3 Supplementary
Reading Material
4 Websites
5 Journals
Semester III Specialization Digital Media and Communication Marketing
Course Code 308DMCM Type Subject – Elective
Course Title Public Relations – I

Course Objectives:
1 To provide fundamental conceptual inputs about PR
2 To help the learner undretsand the functioning of PR agencies and the role of PR manager.
3 To understand the strategic role of PR in IMC

Syllabus:
Unit Contents Number of
Number Sessions
1 Basics of Public Relations: Defining Public Relations (PR), Where does PR sit with 4+2
advertising & Marketing? What can PR do? Functions of PR in business and society,
Why do people seem to respond to PR? Distinction between propaganda and PR,
Publicity, Advertising, Public Affairs, Lobbying, Marketing PR, Social Marketing, Public
Information, Historical Perspective of PR. I & B Ministry, People’s Participation. Global
perspectives. Public Relations in government, police, banks, tourism, public sector,
NGOs, political parties. Global Public Relations & Future of PR.

Evolution of Public Relations: Origin, Growth, Evolution of PR – Communicating /

Initiatig, Reacting/Responding, Planning/Preventing, PR as a Management Function,
Professionalism, PR in the era of Global Communication.
2 Principles of Public Relations: Who are the Publics? Stakeholders, One Message – 4+2
Different public, Segmentation of Public. Major PR Publics – employees, financial
publics, suppliers, distributors, customers, government, opinion leaders, media public,
general community, special public, international public. Is general public a
stakeholder? Communication with Stakeholders. The Court of Public Opinion. PR as an
internal marketing tool.
3 Strategic Public Relations: PR as a strategic management function, Management 4+2
dimensions, Relationships Management, Strategy & Tactics, PR as a top management
function, Expectations of a CEO, Boundary Spanning PR, Environmental Scanning, Is PR
a staff function.
4 Public Relations Department and Agencies: Basic functions, Fours As, Structure of 4+2
inhouse PR department, Management of PR department, Managing PR agencies – PR
services, Tactics, Justification for a PR agency, Structure, Good Brief, Appointment of
PR agency and fees. PR as an internal marketing tool.

Effective PR manager: How to be a good PR manager? Functions of a PR manager,

Multidisciplinary aspects, Management Expectations, Misconceptions, Is PR a
Profession? Spin Doctor, Professionalism, Attributes – good PR, planning, Skills, Four
As and Four Ps, Four Don’t’s, PR manual, PR Reporting.
5 Media Relations: What is Media relations? Principles of Good Media Relations. Inter- 4+2
media Publicity Coordination. ownership of the media, cross- media ownership,
Newspapers and Periodicals – national, regional and local, press agencies, matching
the media, promoting the product, paid news, public relations, press releases,
distribution, features, meeting the press, press interviews, press conferences and
receptions. Briefing broadcast media, winning the TV interviews, Radio interviews.

Learning Resources:
1 Text Books Effective Public Relations & Media Strategy, C V NarsimhaReddi, PHI - EEE edition.
Effective Media Relations, Bland, Theaker&Wragg, Chartered Institute of Public
Relations,3rd edition.
This is PR – The realities of Public Relations, Newsom, Turk &Kruckeberg, Thomson
 Learning, 7th edition.
2 Reference Books Creativity in Public Relations, Andy Green, Chartered Institute of Public Relations, 3 rd
edition.
Running a Public Relations Department, Mike Beard, Chartered Institute of Public
Relations,2nd edition.
Public Relations – Managerial Case Studies & Problems, Center & Jackson, PHI, EEE, 6 th
edition.
Public Relations – A practical guide to the basics, Philip Henslowe, Chartered Institute
of Public Relations,2nd edition.
3 Supplementary
Reading Material
4 Websites
5 Journals
Semester III Specialization Digital Media and Communication Marketing
Course Code 309 DMCM Type Subject – Elective
Course Title Event Management

Course Objectives:
1 Appreciate event management as a professional endeavor
2 Understand the chain of events that goes into successful event management

Syllabus:
Unit Contents Number of
Number Sessions
1 Scope and nature of Event Management: Definition, Variables, Types of events, The 4+2
impact of events, Timelines, What is an event worth?, What makes someone a good
event manager?
Developing a concept and planning: The need, Expectation determination, Developing
concepts, The stakeholders, Planning processes
2 Organizing the resources required: Location, Organizing physical resources and 4+2
services, Financial resources, Managing financial resources, Marketing resources,
Outsourcing resource requirements
Catering - Food and Drink: Determining food and beverage needs, Choosing a caterer,
Other catering considerations.
3 Promoting an event: Marketing an event, Target marketing, How to determine the 4+2
target, The marketing mix, How to promote a private event, How to promote a public
event
Managing the clientele: Accessibility, Queuing theory, Negative situations, Conflict
handling techniques, Dealing with your anger and emotions
4 Risk management, legalities and contingency planning: Planning for the unexpected, 4+2
Risk analysis, Tools for identifying risks, Negating risk, Contingency planning, Legal
issues, Insurance, Security at events
Delivering the event: Some things to consider before setting-up day, After the event
5 Organising celebrations and parties: A children’s party, A wedding, A reunion, A street 4+2
party
Organising exhibitions: Guidelines for planning a show or exhibition
Organising conferences and seminars: Organising a conference
Working in the events industry: Education, Job profiles

Learning Resources:
1 Text Books Event Management, Wagen and Carlos, Pearson
Event Planning & Management. Diwakar Sharma, Deep and Deep Publications
Successful Event Management, Shone & Parry, Thomson Learning
Event Management , John Mason
2 Reference Books The Business of Event Planning: Behind-the-Scenes Secrets of Successful Special
Events, Allen, J, Canada: Wiley
Planning Special Events. , Armstrong, J S, New York: Josse Bass Wiley.
Professional Event Coordination , Rutherford Silvers, J and Goldblatt, J. New York:
Wiley.
3 Supplementary
Reading Material
4 Websites
5 Journals
Semester III Specialization Digital Media and Communication Marketing
Course Code 310 DMCM Type Subject – Elective
Course Title Communication Theory - I

Course Objectives:
1 To learn to think about and analyze communication in a systematic way.
2 To compare the field of communication studies with other social sciences and understand its varied contributions
to the knowledge/practice of human interaction.
3 To analyze communication phenomenon from different perspectives.
4 To recognize and explain major communication theories.
5 To apply knowledge of communication theories to “real world” issues.

Syllabus:
Unit Contents Number of
Number Sessions
1 Basics of Communication: What is communication? Multiple definitions of 4+2
communication. Communication as a relational process. Messages as the core of
communication. Communicators, message’s form and substance, symbolism –
encoding and decoding, interpretation effect, response. Communication as a practical
discipline.
2 Communication Theory: Multiple Communication theories – methodological 4+2
approaches, desired outcomes or goals, levels of investigation – behavioural science
approach and the interpretive approach, Craig’s traditions of communication theory –
socio-psychological tradition, cybernetic tradition, rhetorical tradition, semiotic
tradition, socio-cultural tradition, critical tradition, phenemological tradition, ethical
tradition.
3 Symbiolic Interactionism:Communication as a human and humanizing activity, three 4+2
core principles of symbolic interactionism – meaning, language and thinking. The
construction of social reality. Language; the source of meaning, Self as an ongoing
process combining the I and the me. Society – The socializing effect of other’s
expectations. Potential of symbolic interaction, Naming, Self-fulfilling prophecy,
Symbol manipulation, Ethical reflections.
4 Coordinated Management and Meaning: Perace and Cronen approach – looking 4+2
directly at the communication process and what it’s doing, How communication
creates our actual worlds, co-construction of social realities, pluralistic world,
participants rather than spectators, Stories lived and stories told, Stories told: Making
and managing meaning, Stories lived – coordinating our patterns of interaction. We
get what we make. Get the pattern right. Create better outcomes.
5 Expectations Violations Theory: Personal Space expectations – conform or deviate? 4+2
Proxemics – study of people’s use of space as a special elaboration of culture, Core
concepts of EVT – Expectancy, context, relationship and communicator characteristics,
Violation valence, Communicator reward valence, Interactional adaptation – adjusting
expectations as an extension and expansion of EVT, requirements, expectations,
desire, shortcomings of EVT.
Learning Resources:
1 Text Books A First Look at Communication Theory, Em Griffin, 8th Edition
2 Reference Books Communication Theories: Perspectives, Processes, and Contexts, Katherine Miller,
2nd edition
3 Supplementary
Reading Material
4 Websites
5 Journals
Semester III Specialization Digital Media and Communication Marketing
Course Code 311 DMCM Type Subject – Elective
Course Title Media Planning & Buying

Course Objectives:
1  To carry out an advertising-focused analysis of media relevant to supporting a client’s business objectives
2  To prepare a media buying plan appropriate to a client’s requirements
3 To evaluate the performance of a media buying program

Syllabus:
Unit Contents Number of
Number Sessions
1 Media Basics: Media – Indian Landscape, Media Agency, Roles & structures, Non- 4+2
agency options in media industry, Basic Metrics – Television Metrics, Benchmarking
Metrics, Plan Metrics, Print Metrics.
Media Strategy: Need for a media strategy, begin with an end in mind, Situation
analysis, Building blocks of a media strategy, Opposing forces, Target Group Definition
– impact of marketing task on target group definition, data sources, SEC and other
descriptors of Target Group, Beyond demographics, Segmentation studies.
2 Market Prioritization: Market or Sales Contribution, Salience or Dispersion, Market 4+2
Growth, Competitor Sales and Market Share, Category Size, Brand and Category
Development Index, Market Index, Media Isotable Markets, Allocating Budgets.
Media Weights: Setting media weights basis competition, setting efficient media
weights, setting task-based media weights, other ways of setting media weights.
3 Media Mix Decision: Why Media Mix? Types of Media Mix Decisions, Media Choices – 4+2
setting the context, Strategic issues, Target Group media consumption, Competitive
activity, Quantitative parameters, qualitative factors, role of suitability of the medium.
Scheduling: Factors affecting scheduling, receptivity targeting, scheduling patterns,
scheduling for impact, ad response functions and scheduling, adstock modeling and
scheduling.
4 Building a plan: Elements of a media plan, Print planning, TV planning, Radio planning, 4+2
Cinema planning, Outdoor planning, Internet planning.
Evaluating Media Buys:Television , print, other media, measuring the effect of the
buy.
The Buying Process: Structures, Roles and Responsibilities, Objectives of the media
buyer, Steps in the buying process.
Plan Implementation: Raising Estimates, Booking-in the activity, Release Orders,
Material Dispatch – creative units / edits, Monitoring the activity, Billing, Collections.
5 Budget Setting: Brand’s Budget, Allocation of the Budget, Methods of Setting the 4+2
Budget, Factors that affect setting the budget.
Solutions Approach: Why Solutions? What is Solution? The media partner’s take,
Issues with a solution’s approach.

Learning Resources:
1 Text Books Media Planning and Buying in the Indian Context, ArpitaMenon, McGraw Hill.
2 Reference Books
3 Supplementary
Reading Material
4 Websites
5 Journals
Semester III Specialization Digital Media and Communication Marketing
Course Code 312 DMCM Type Subject – Elective
Course Title Digital Consumer and Digital Branding

Course Objectives:
1 To appreciate the shift from traditional to digital media and how it has altered the way brands communicate with
their audiences
2 To about the challenges of managing a digital brand and how rich and compelling content, combined with digital
distribution, are integral to brand engagement.
3 To integrate online marketing channels including web, email, mobile and social media platforms to manage online
content development and delivery.
4 To understand underlying business models and principles that drive successful marketing and digital media
campaigns.
5 To appreciate the strategic decisions in content management and brand development through digital media.

Syllabus:
Unit Contents Number of
Number Sessions
1 The Digital Consumer &Digital Branding: Marketer control versus consumer control, 4+2
Consumer empowerment, Consumer participation and engagement. Internet
Marketing, Unique Value Propositions, Calls-to-Action and Messaging, Internet
Marketing Tools, The Role of the Website, Internet Marketing Model and How It
Affects Business. Content marketing and its value, strategies for content distribution,
challenges associated with content marketing.
2 Creating and Nurturing an Online Brand:How digital has changed branding? Value 4+2
propositions – content, customization, community, convenience, choice, cost, Value
proposition for various segments , Considering the User Journey, Stages of the user
journey, Mapping the User Journey, Multichannel marketing, Omnichannel marketing,
Content Marketing, Branding for differentiation, authenticity, authentic value
proposition, Reputation Management, Controlling Content and Conversation, Dispute
Resolution, Managing the Online Persona, Rules for Building Your Personal Brand.
3 Owned, Earned & Paid Media: Concepts ofowned , earned and paid media, 4+2
definitions, examples, roles, advantages, challenges, importance for brands, brand
engagement, range of engagement platforms, levels of engagement, strategies for
shaping owned, earned and paid media, synergy between owned, earned and paid
media.
4 Analyzing Customers, Markets, and Planning:underlying business models and 4+2
principles that drive successful marketing and digital media campaigns, strategic
decisions in content management and brand development through digital media,
Planning to Acquire New Customers, Analyzing Consumer Behavior – Creating
Personas, Customer Segmentation, Targeting, and Profiling, Customer Relationship
Management, Stages in Planning a Customer Campaign, Analyzing Customers, Markets
and Planning.
5 Integrated Campaigns and Multi-Channel Marketing: Web Growth and the Associated 4+2
Risks, Broadcast vs. Narrowcast, Integrated Tactics and Mass Media, Multimedia
Campaigns, Changes in Sales and Communication Channels, Integrated Media
Marketing - Integrate online marketing channels including web, email, mobile and
social media platforms to manage online content development and delivery,

Learning Resources:
1 Text Books Digital Branding, Daniel Rowles, Kogan Page
Brand Avatar, Alycia De Mesa, Palgrave Macmillan
Brand Media Strategy, Antony Young, Palgrave Macmillan
2 Reference Books Online Branding, RatnajaGogula, ICFAI Books
 Pioneers of Digital, Paul Springer & Mel Carson, Kogan Page
Online Marketing Heroes, Michael Miller, Wiley.
3 Supplementary
Reading Material
4 Websites
5 Journals
Semester III Specialization Digital Media and Communication Marketing
Course Code 313 DMCM Type Subject – Elective
Course Title Social Media Marketing

Course Objectives:
1 To understand the social media landscape
2 To be able to develop social media strategy in a given context
3 To measure the effectiveness of social media strategy

Syllabus:
Unit Contents Number of
Number Sessions
1 Social Media Landscape: Introduction to Social Media, What is Social Media? The 4+2
basics of the new digital landscape, How Social Media developed, Managing
Information, Aggregators, Google Alerts, Word of Mouth and Viral Marketing,
Consumer-generated content - Encouraged and Organic, Friends, Fans, Followers ,
Blogs (compare to websites) - Personal , Corporate. Top tier platforms, such as
Facebook, Twitter, LinkedIn, YouTube, etc., Social search, Social media’s implications
for marketers, Social media integration into the business strategy, Key ways that brand
informs social media.The Legal side of Social Media : In-house guidelines, Copyright
and Trademark Implications,
2 Social Media Strategy and Tactics: Getting an organization ready for Social Media, 4+2
Defining the social media goals, Content Management, Know your audience & what
are they doing, Touchpoint analysis, Scheduling & Creating content, Managing content
programs, Planning Worksheets, the social media conversation, social media listening
tools, the connection between PR efforts and social media, incorporating blogs into
social media strategies, Blogging platforms, blogosphere outreach, and micro-
blogging, Mass media driving to social media, Advertising in social media, Sweepstakes
in social media, Defining the social media strategy, social media tactical
implementation calendar, Utilizing photos and videos sites in social media, Using social
media to seed the email lists, Instagram for brands versus personal.
3 Social Media Conversations: Return on Conversations versus Return on Investments, 4+2
Conversation happens with or without you, Understanding each community, Everyone
in the organization has a stake in social media strategy, Social Media polices for
employees, professional ethics matter, define who owns the conversation, branding
and messaging consistency, transparency, building trust and relationships, Give up
control, customers know products better, content value, sharing economy – sharing is
the key, ask the audience.
4 Setting Up Tools: Facebook Creating groups and pages ,Tips and Guides, Posts, Paid 4+2
Promotion Ads, Contests, Google+ : Set-up and usage, Company profile, Hangouts,
Authorship, YouTube Long-form video platforms , Setting up a channel, Managing
content , YouTube, Twitter Set-up and usage Tips, LinkedIn : Tips and Guides, Review
of profiles, Pinterest, target audience, Visual social media and bookmarking, Set-up
and management, Collaborative Marketing & Crowd sourcing, Promoting social media
pages in other media, Social commerce implementation, International social media
channels, Best social media listening and management tools, Creating positive chatter
in social media, Linking social media accounts, Utilizing discussion boards and social
groups. Blogs, Blogger, Tumblr, Wordpress , Set-up, Services Influencers - Who are
they? How to find them ? How to use them to benefit your brand.
5 Metrics, Measurement and Evaluation: Defining key terms in social media, 4+2
Establishing goals and key tracking metrics, Free social media measurement tools,
Benefits of popular and custom URL shorteners, difference between buzz monitoring
and audience research, Complementing Search Engine Optimization (SEO) and Pay per
Click (PPC) marketing, Aligining offline marketing strategies with social media
 marketing, Social media friendly press-room, Calculating acquisition costs and hard
ROI from social media, Creating customized campaign performance reports

Social Media Case Studies: Major brand case study, Small company case study, Small
B2B case study, Big brand digital media site side optimization, Using social media for
brand awareness, Using social media for direct response, Successful use of Pinterest,
World Business

Learning Resources:
1 Text Books Social Media Marketing, Liana Li Evans, Pearson.
2 Reference Books
3 Supplementary
Reading Material
4 Websites
5 Journals
Semester III Specialization Digital Media and Communication Marketing
Course Code 314 DMCM Type Subject – Elective
Course Title Email Marketing

Course Objectives:
1 To understand the technical and functional aspects of email marketing
2 To get an overview of email analytics

Syllabus:
Unit Contents Number of
Number Sessions
1 Email Marketing Fundamentals: Why Email Marketing? Email Marketing versus Direct 4+2
marketing, Email marketing versus website based marketing, Inbound Email as a
Marketing Tool, Outbound Email Management, Integrating Email With Social Media,
Email Best Practices and Myths, Elements of a Solid Email, Challenges of Email
Marketing. B2B Email Marketing,
2 Email Design and Functionality, Software Platforms for Email Delivery, Multi-Part 4+2
Messages – HTML and Text Versions, White Lists, Black Lists and Other Considerations,
Email List Building and Capture Page Design, Email Dialect – HTML Coding, Email for
Mobile Phones, Selecting the Right Platform, Developing and Managing the RFP
Process.
3 Email Campaign Planning: Objective Setting, Email Campaign budgeting, Campaign 4+2
design – targeting – offer – timing – creative. Consumer Demographics and
Psychographics in Email, Email creative - Creative brief.– email usage constraints,
creative structure, headers, banner and headline, creative formatting, design. Writing
Styles and Calls to Action, Design Techniques for Effective Email, Personalization – Rich
Media and Graphics, Deployment - Multi- Variate Testing, Landing Page Testing, HTML
to Text Email. Mapping the Email Strategy to Stages in the Sales Cycle, Campaign
integration with other Media, Email Broadcast Checklist, Correction Email.
4 Email Marketing Analytics: Modeling and Measuring e-mail marketing 4+2
effectiveness,Retargeting Campaigns, Impacts on Open Rates, Click-Through Rates and
Click-to-Open, Emails Sent vs. Delivered, Hard Bounce vs. Soft Bounce. Email
Optimization and Testing - Test and Seed Lists, Unsubscribes, Optimizing for
Deliverability, Optimizing for Open Rates, Optimizing for Click-Through Rates,
Optimizing for Conversion, Dashboard and Trend Analysis, Targeting Links and Deep
Linking, Increasing Response Rates, Lead-Nurture Programs, Offer Strategy, List
Management, Performance Tracking – Dashboards. ROI Tracking.
5 Multipurpose Emails - E-Newsletters and Online Surveys, Viral Email Programs and 4+2
Web/Email 3.0, In-Store Offer and Coupon Delivery, Deliverability, Reputation
Management and Repair, Certified Email Options, Relevance-Enabling Technologies
and Clickstream Analytics, Third-Party Integrations, Delivery Service Providers
Email Marketing Laws and Ethics – Permission Marketing,E-permission marketing
principles, Email Privacy, Database Security and Responsibility, Unsubscribe
Procedures, Spamming in Email Marketing

Learning Resources:
1 Text Books Total e-mail Marketing, Dave Chaffey, Elsevier, 2nd edition.
2 Reference Books
3 Supplementary
Reading Material
4 Websites
5 Journals
Semester III Specialization Digital Media and Communication Marketing
Course Code 315 DMCM Type Subject – Elective
Course Title Mobile Marketing

Course Objectives:
1 To develop an appreciation and understanding of the concepts, principles and technologies of mcommerce and
study its application to the marketing function of organizations.
2 To understand, through the use of real-world case studies, how mobile phones are used in four marketing
disciplines: sales promotion, advertising, customer relationship management, and brand engagement.
3 To understand the interrelationships between two media channels – mobile and social – and how brands can
engage consumers through these channels.
4 To develop a strategic approach to define how mobile phones can be aligned and integrated into an overall
marketing strategy in organizations.

Syllabus:
Unit Contents Number of
Number Sessions
1 M-commerce concepts& Marketing for a wireless world: E-commerce concepts, 4+2
Anytime commerce , The dimensions of e-commerce , E-commerce business models,
The wireless revolution, The impact of mobility on e-commerce, M-commerce
business models, The m-commerce value chain, Mobile Marketing for a wireless world
- revenue generating services, value added services, Increasing marketing efficiency.
Mobile generations, Importance of Location, M-commerce technology, Mobile clients
Types: mobile phones, PDAs, laptop computers, vehicle-mounted devices, hybrid
devices. SMS Marketing, Dispelling mobile marketing myths. Mobile Marketing Rules
and Ethics - Examining the impacts of Net neutrality.
2 M-commerce application & issues: Mobile financial services, Mobile advertising, 4+2
Mobile inventory management, Mobile product location and shopping, Mobile
proactive service management, Mobile business services, Mobile auction, Mobile
entertainment, Mobile office, Mobile distance education, Mobile information access,
Vehicular mobile commerce, Telematics, Location-based applications, Trust, security,
and payment, Trust in m-commerce Encryption & Authentication, confidentiality,
integrity, and non-repudiation, Mobile payment, M-commerce Technology issues,
Mobile client issues , Application issues, Global m-commerce issues, Beyond m-
commerce.
3 Wireless Advertising Models: Improving brand awareness,Making connections,The 4+2
mobile operator challenge, Advantages of wireless advertising, Effectively using
mobile marketing voice tools, Mobile content, Location based mobile retailing and
marketing models, Proven techniques of proximity marketing, Implementing
augmented reality, 2d barcodes, Bluetooth usage, Top mobile search tools,
Understanding WAP and the mobile web.
4 App Marketing : Building the App Store Presence, App Store Optimization (ASO), 4+2
Channeling emotion to improve Ratings & Reviews, Leveraging other offline & online
media, Alternative App Stores. Organic versus Reward Ads , Calculating Estimated Cost
per Install (eCPI) , Media Mix to boost Ranking, App Install Creatives, Onboarding the
right users - LTV by Traffic Source, Optimizing App Install Campaigns, Profiling Mobile
App Users, App Deeplinking, App Indexing, Virality and App Referrals, Churn
Prevention, Re-engaging with Push Notifications, Re-targeting, Tracking the
Competition, App Business Models, Approaches to Monetize Apps, Advertising based
Monetization, Banner versus Native Ads, Freemium models with In-App Purchases,
Combining IAP with Reward Ads, Subscription based Services, Ad Monetization
Partner.
5 Developing, Launching and Integrating a Mobile Marketing Campaign: Setting 4+2
achievable goals for the mobile campaign, Creating a winning mobile marketing
 campaign, Campaign budgeting tactics, the perfect mobile channels, Launching and
Integrating the Mobile Campaign - Creative standards for mobile websites, Identifying
critical paths and timelines, choosing the agency or vendor, making emails mobile
friendly. Market research and insights, Producing superior results from your mobile
campaign

Mobile Analytics: Overcoming the difficulties of mobile analytics, Essential strategies

of mobile content analytics, Learning mobile application analytics, Staying ahead of
industry trends .

Learning Resources:
1 Text Books Andersson, C., Freeman, D. James, I., Johnston, A. and Ljung, S. (2006) Mobile Media
and Applications, From Concept to Cash: Successful Service Creation and Launch.
Wiley.
Bouwman, H., de Vos, H. and Haaker, T. (2010) Mobile Service Innovation and Business
Models. Springer.
2 Reference Books Sorensen, C. (2011) Enterprise Mobility: Tiny technology with global impact on work,
Palgrave Macmillan.
Deltina, H. (2009) A Survival Guide to Social Media and Web 2.0 Optimization:
Strategies, Tactics, and Tools for Succeeding in the Social Web, Dalton Publishing,
Austin, TX.
Layon, K. (2012) Mobilizing Web Sites: Strategies for Mobile Web Implementation,
Peachpit Press.
Sugai, P., Koeder, M. and Ciferri, L. (2012) The Six Immutable Laws of Mobile Business.
Wiley.
3 Supplementary
Reading Material
4 Websites
5 Journals