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Swayam Central

Digital Marketing

By Dr.Tejinderpal Singh   |   Panjab University Chandigarh
India has witnessed an exponential growth in the internet and mobile phones users during the recent decade. It has opened a wide range of communication tools for the individuals and organizations. Today, the communication through online platforms has become a key element of Integrated Marketing Communication strategy and changed the way how organizations communicate with their stakeholders. Organizations have started using internet and digital devices in their main marketing strategy in the form of digital marketing. Digital marketing is rapidly growing force in the present marketing domain and is set be the future of marketing. It has resulted in numerous opportunities and avenues for advertising and marketing both in domestic and international business environment. 
Therefore, there is a need to understand the fundamentals of Digital Marketing and to inculcate the skills of digital marketing among students. In this background, a course on Digital Marketing has been designed which aims to build conceptual foundation of digital marketing and to develop the students’ skills to plan, implement and monitor digital marketing campaigns in globalized environment. The target audience of this course is primarily students pursing MBA and other management related courses. However, anyone who wants to leverage the power of digital marketing in his business or profession may join this course.  
Prerequisites of the course are ; Basic Knowledge of internet and internet browsing Experimental and Analytical mindset , No Hardcore technical knowledge required to pursue this course.

Learners enrolled: 7641

SUMMARY

Course Status : Ongoing
Course Type : Elective
Duration : 15 weeks
Start Date : 15 Jul 2019
End Date : 30 Oct 2019
Exam Date : 09 Nov 2019
Enrollment Ends : 10 Sep 2019
Category :
  • Humanities and Social Sciences
  • Level : Postgraduate

    COURSE LAYOUT

    Week 1 
    1:Introduction to Digital Marketing and its Significance  2: Traditional Marketing Vs Digital Marketing 3:Digital Marketing Process
    Week 2 
    4:Website Planning and Development : Types of websites 5:Website Planning and Development : Keywords
    Week 3 
    6:Understanding Domain and Webhosting 7:Building Website/Blog using CMS WordPress 8:Using WordPress Plug-ins
    Week 4 
    9:Introduction to Search Engine Optimization 10:Keyword P lanner Tools 11:On Page SEO Techniques-Indexing and Key Word Placement
    Week 5
    12:On Page SEO Techniques- Content Optimization 13:On Page SEO : Yoast SEO Plug-in 14:Off –Page SEO Techniques
    Week 6
    15:Email Marketing- Introduction and Significance 16:Designing e-mail marketing campaigns using Mail Chimp
    Week 7
    17:Building E-mail List and Signup Forms 18:Email Marketing Strategy and Monitoring 19:Email –Automization
    Week 8
    20:Pay Per Click Advertising: Introduction21:Pay Per Click Advertising: Google Adword 22:Type s of Bidding strategies
    Week 9
    23:Designing and Monitoring search campaigns 24:Designin g and Monitoring Display campaigns
    Week 10
    25:Designing and Monitoring Video campaigns 26:Designin g and Monitoring Universal App Campaigns
    Week 11
    27:Google Analytics : Introduction and Significance 28:Google Analytics Interface and Setup 29:Understanding Goals and Conversions
    Week 12
    30:Monitoring Traffic Behavior and preparing Reports 31:Social Media Marketing : Introduction and Significance 32:Facebook Marketing : Introduction Types of Various Ad Formats
    Week 13
    33:Setting up Facebook Advertising Account 34:Under standing Facebook Audience and its Types 35:Designing Facebook Advertising Campaigns
    Week 14
    36:Working with Facebook Pixel 37:Twitter Marketing: Basics 38:Designing Twitter Advertising Campaigns
    Week 15
    39:Introduction to LinkedIn Marketing 40:Developing digital marketing strategy in Integration form

    BOOKS AND REFERENCES

    INSTRUCTOR BIO

    Dr. Tejinderpal Singh is an accomplished educationist, a researcher and an affiliate marketer having more than 13 years of teaching and research experience and 4 years of industry experience with specialization in Digital Marketing and Data Analytics.  Dr Singh has a rich experience in designing Websites/Blogs using WordPress and a practical knowledge of various Digital Marketing domains like Search Engine Optimization (SEO), Search Engine Marketing (SEM), Display Advertising, Google Ads, Google Analytics, Social Media Marketing etc. 
    He is presently associated with University Business School, Panjab University Chandigarh as an Associate Professor. He is also a professional trainer in digital marketing and has conducted number of workshops on digital marketing and social media marketing for students, academicians and business executives with focus on latest digital marketing tools. 
    He is a post graduate from University Business School, Panjab University Chandigarh and Doctorate from Punjabi University Patiala. Dr. Singh is presently working on two research projects sponsored by UGC New Delhi and ICSSR New Delhi. He has many publications in national and international journals of repute. Dr Singh was recently invited by the Nottingham Business School, Nottingham Trent University, United Kingdom to deliver a series of lectures on the ‘Role of Social Media in Promoting Responsible Consumption’ during Global Responsibility Week, March 2019.

    COURSE CERTIFICATE

    “30 Marks will be allocated for Internal Assessment and 70 Marks will be allocated for external proctored examination”

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