Syllabus Digital Marketing - (404192 (D)) Credit Examination Scheme : 03 In-Sem : 30 Marks End-Sem : 70 Marks Unit I Digital Marketing Planning and Structure Importance of Digital Marketing, Digital Marketing Vs. Traditional Marketing, Inbound vs Outbound Marketing, Understanding Demographics. WWW, Buying a Domain, Core Objective of Website and Flow, One Page Website, Strategic Design of Products & Services Page, Strategic Design of Landing Page, Segmentation & Targeting and Positioning to Digital Marketing, Portfolio, Gallery and Contact Us Page, Google Analytics Tracking Code, Designing Wordpress Website. Mobile Friendly Website, Payment Gateway like UPI, e-Commerce. (Chapter - 1) Unit II Search Engine Optimization (SEO) Fundamentals; Keywords and SEO Content Plan; SEO & Business Objectives; Writing SEO Content; On-site & off-site SEO; Optimize Organic Search Ranking, Website SEO Auditing, Web Analytics : Data and Traffic Analysis. Study and analyze the Competitor’s Website and their traffic sources. (Chapter - 2) Unit III Search Engine Marketing Importance of Adwords, Google Ad Types, PPC Cost Formula, Ad Page Rank, Billing and Payments, Adwords User Interface, Keyword Planner, Creating Ad Campaigns, Creating Text Ads, Creating Ad Groups, Search Engine Marketing (SEM) Tools, Bidding Strategy for CPC, Case Studies. Conversion Tracking Code, Designing Image Ads, Creating Video Ads, Youtube Video Promotion, Hi-Jack Competitor’s Video Audience, Case Studies. Remarketing Strategies, Remarketing Tracking Code, Website or Blog Linking Google Analytics, Designing Remarketing Images, Shared Budget, Mobile Advertising. (Chapter - 3) Unit IV Social Media Marketing (SMM) Part 1 B to C Perspective, B to B Perspective : Introduction; Major Social Media Platforms for Marketing; Developing Data-driven Audience & Campaign Insights; Social Media for Business; Facebook & Instagram Marketing: Understanding of Facebook Marketing, Types of Facebook Advertising, Creating first ad on Facebook, Setting Campaign and optimization, Facebook Power Editor, Facebook Video Marketing, Facebook App & Shopping Marketing Youtube Marketing : YouTube Account Setup (Create a business account with a personal account), YouTube Monetization, YouTube Ads, YouTube Analytics. (Chapter - 4) Unit V Social Media Marketing (SMM) Part 2 LinkedIn Advertising : How to use Linkedin Professionally, Types of LinkedIn Advertising, LinkedIn New feed Advertising, LinkedIn Message Pitching, Traffic and Leads Generation, Billing and Report. Email Marketing : Email Software and Tools, Importing Email Lists, Planning Email Campaign, Email Templates and Designs, Sending HTML Email Campaigns, Web Forms Lead Importing, Integrating Landing Page Forms, Campaign Reports and Insights, Segmentation Strategy, Responder Tracker. (Chapter - 5) Unit VI Upcoming Trends in Digital Marketing Podcast, OTT Platforms, Mob-Ad, No Click Searches, Google Verified Listing, Voice Search, Visual Search, Online Reviews, Automated and Smart Bidding, Chatbots, Affiliate Marketing. (Chapter - 6)
