Introduction- Concept, scope, and importance of digital marketing. Traditional marketing versus digital marketing. Challenges and opportunities for digital marketing. Digital penetration in the Indian market. Digital marketing landscape: an overview.
Digital-marketing mix. Segmentation, Targeting, Differentiation, and Positioning: Concept, levels, and strategies in a digital environment; Digital technology and customer- relationship management. Digital consumers and their buying decision process
Concept and role of Internet in marketing. Online marketing domains. The P.O.E.S-M framework. Website design and Domain name branding. Search engine optimization: stages, types of traffic, tactics. Online advertising: types, formats, requisites of a good online advertisement. Buying models. Online public relation management. Direct marketing: scope and growth. E-mail marketing: types and strategies.
Interactive marketing: concept and options. Social media marketing: concept and tools. Online communities and social networks. Blogging: types and role. Video marketing: tools and techniques. Mobile marketing tools. PPC marketing. Payment options
Ethical issues and legal challenges in digital marketing. Regulatory framework for digital marketing in India.
Reference Book:
• Frost, Raymond D., Alexa Fox, and Judy Strauss E- Marketing. Routledge (2018). • Gupta, Seema Digital Marketing. McGraw Hill Education (India) Private Ltd. (2018). • Kapoor, Neeru. E-Marketing, Pinnacle learning • Ryan, Damian and Jones Calvin Understanding Digital Marketing: Marketing (2016). • Strategies for engaging the Digital Generation. Kogan page
Text Book:
• Chaffey, D, F.E. Chadwick, R. Mayer, and K. Johnston. Internet Marketing: Strategy, Implementation, and Practice. Pearson India (2015) • Kotler, Philip, Hermawan Kartajaya, and Iwan Setiawan Digital Marketing: 4.0 (2017). • Moving from Traditional to Digital. Pearson India
