Course Title: Digital Marketing

Course Code: DM Hours: 30 Credit: 3.0

Specialisation Area: Marketing Course type: Elective
Pre-requisite (mention course code): MM1, MM2, ABM
Academic Year: 2019-20 Term: VII Batch: 2018-20
Faculty: Prof. Sharad Gupta, E-mail: sharad.gupta@dsb.edu.in
Prof. Atul Singh Chauhan atul.chauhan@dsb.edu.in

Course Introduction
This course builds on the foundation of promotion methods learnt during the core marketing
courses in first year and the advertising management course in second year. This course
highlights the importance of applying integrated marketing communication concepts in the
digital space. Participants learn to appreciate habits of digital consumer and methods to
become relevant for this digital consumer.

This course primarily uses problem based learning and class discussion. Different problems
help participants to appreciate digital strategies relevant for different businesses. Participants
utilise problems given in this course to develop digital marketing strategy and its execution
for these businesses. These businesses are of different sizes and in different stages of digital
adoption. Different class activities (individual and group) provide opportunity to apply
concepts within the class and also outside the class for solving the chosen digital marketing
business problem. Overall, this course helps participants to develop a realistic digital
marketing campaign for different businesses based on their conceptual knowledge.

Course Outcomes
Participants are expected to attain following learning outcomes as per their participation-
CO1. Understand basics of digital marketing
CO2. Develop digital marketing strategy and operations for different business situations
CO3. Apply digital marketing campaign management concepts in digital space
CO4. Understand latest trends and job profiles in digital marketing

Mapping of Course Outcomes with Program level outcomes

Following are the Program Outcomes and Program Specific Outcomes of the PGDM
course of DSB-
Program Outcomes (PO) -
PO1: Apply the knowledge of management theories and practices to solve business
problems.
PO2: Foster Analytical and critical thinking abilities for data-based decision making.
PO3: Ability to develop Value based leadership ability.
PO4: Ability to understand, analyze and communicate global, economic, legal, and ethical
aspects of business.

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 PO5: Ability to lead themselves and others in the achievement of organizational goals,
contributing effectively to a team environment.
PO6: Ability to gain communication skills required for business management.
PO7: Ability to integrate business ethics in decision making
PO8: Ability to consider sustainability of business in formulating business solutions
Program Specific Outcomes (PSO) -
PSO1: Work professionally in industries as change agents by applying knowledge gained
in the program
PSO2: Think and act as entrepreneur with a view to enhance employment opportunities
for the society at large
PSO3: Apply technological advances in managerial decision making.
Considering the weights of 1 to 3 as ‘Low’ to ‘High’, all course outcomes are mapped
with Program Outcomes and Program Specific Outcomes as follows-
PSO PSO PSO
PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8
Program level Outcomes  1 2 3
Discuss basics of
CO 1 - 2 - - - - 2 - - - 3
digital marketing
Develop digital
marketing strategy
CO 2 and operations for 3 3 2 2 3 3 - 3 3 2 3
different business
situations
Apply digital
marketing campaign
CO 3 management 3 3 - 3 2 2 2 3 2 3 3
concepts in digital
space
Discuss latest trends
CO 4 and job profiles in - - - - 2 - 3 - 3 - 2
digital marketing

Teaching and Learning Methods

Learning Methods Link with Course Outcomes

Class Discussion 1-4

Problem based learning 1-4

Assessment Methods
Components of Assessment Weightage
Continuous
Class Participation 20%
Projects/Problem Based Learning 30%
Presentations
Exams
End-term 50%
Total 100%

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Attendance factor (AF)
As prescribed in the PGDM manual, attendance is integral part of the PGDM course
for harnessing your true learning potential. Attendance factor (AF) multiplies with the
total marks achieved in class participation as follows-
Classes attended 95%-100% 80% – 95% Less than 80%
Attendance Factor 100% 80% 0%

Essential Readings
1. Bhatia, P. S. (2019). Fundamentals of Digital Marketing 2nd Edition. Pearson India
Educational Services Pvt. Ltd (Henceforth referred to as FDM)

Reference Readings
1. Digital Marketing: An Integrated Approach (2019). StarEdu (Henceforth referred to
as DM)
2. Maity, M. (2017). Internet Marketing. Oxford University Press
3. Gupta S. (2018). Digital Marketing. McGraw Hill Education (India) Private Limited.
4. Dodson, I (2017). The art of Digital Marketing. Wiley

Session Plan for Digital Marketing

Session Essential
Topic Class activities Case / Problems
No Readings
Module 1: Digital Marketing – Elements, Strategy, and Operations
Chapter 1
Introduction to Digital Case: Louis
1 (FDM) CD
Marketing Vuitton

Understanding changing
Chapter 3 &
consumer in Digital PBL, Class Prob. Digital Mktg
2 4 (FDM)
space; Assessing digital discussion 1
market
Chapter 5
Digital Marketing PBL, Class Prob. Digital Mktg
3-4 (FDM)
strategy discussion 2

Setting up Digital
Chapter 6 PBL, Class Prob. Digital Mktg
5-6 Marketing operations
(FDM) discussion 3

Module 2: Digital Marketing Campaign Management and Execution

Digital Marketing Chapter 8 CD, Industry
7-8 Case: P & G
Campaign Management (FDM) Lecture
Applying STP 2.0
framework and DM Chapter 8 PBL, Class Prob. Digital Mktg
9
campaign concepts in (FDM) discussion 4
real business situations
Jobs & trends in Digital Chapter 10 &
10 Class discussion
Marketing 11 (FDM)

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Session Essential
Topic Class activities Case / Problems
No Readings
Module 3: Evolution of CDJ

Evolution of 4Ps in DM
- Product in Digital -How the Internet
Marketing built a $100,000
- Promotion in Digital CD race car by Munoz
11-13 Marketing
- Website creation (2013)
- Placement in Digital
-Co-creating
Marketing
- Price in Digital unique value with
Marketing customers
Article:
Branding in
The Digital
Age: You’re
Consumer Decision Spending
14 Class Discussion
Journey Your Money
in All the
Wrong Places
Edelman
(HBR, 2010)
Content Analysis and Class Discussion
15 estimating BEI for a and Practice on
brand Facebook data
Module 4: Digital Marketing Channels
Digital Marketing
Module/ Channel (to
decide)
- Content Marketing
- Display Advertising
- Search Engine Chapters An attempt to
16-19 Advertising 4-11, 13
hands-on
- Search Engine (DM)
Optimization
- Social Media
Marketing
- Mobile Marketing

20 Project Presentations
CD: Case Discussion; PBL: Problem based learning

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