Introduction – Origin and Development of Digital Marketing – Digital vs. Real Marketing -Internet Users: Penetration and Kind of Internet Use – Digital Marketing Strategy – Digital Advertising Market in India – Digital Marketing Plan – Ethical and Legal Framework of Digital Marketing

Introduction – Concept of Display Advertising – Digital Metrics – Types of Display Ads – Display Plan – Targeting in Digital Marketing – Geographic and Language Tagging – Programmatic Digital Advertising – Ad server – Ad Exchange – Challenges Faced by Display Advertising. Case study- Harris Teeter Case Study.

Introduction –Need of pay for Search Advertising – Understanding Ad Placement – Understanding Ad Ranks – Create Your First Ad Campaign – Google Ads Account – Best Practices for Creating Effective Ads – Performance Reports – E-Commerce.

Introduction – Search Engine – The Concept of SEO – SEO Phases – Website Audit –On-Page Optimization – Off-Page Optimization – Social Media Reach –Google Search Engine– Local Social SEO – Google My Business – SEO for Answer Boxes. Case study - E-commerce Transactions

Introduction – Content Marketing - Email marketing - Mobile marketing - Pay Per Click – CRO - Web Analytics - Facebook Marketing –Twitter – LinkedIn – YouTube - Google AdWords - Google Analytics. Case studies - Adwords’ Quality Score, Usage of #Hashtags.