Digital Marketing detailed syllabus for Computer Science & Design (CSD) for 2021 regulation curriculum has been taken from the Anna Universities official website and presented for the CSD students. For course code, course name, number of credits for a course and other scheme related information, do visit full semester subjects post given below.
For Computer Science & Design 6th Sem scheme and its subjects, do visit CSD 6th Sem 2021 regulation scheme. For Professional Elective-V scheme and its subjects refer to CSD Professional Elective-V syllabus scheme. The detailed syllabus of digital marketing is as follows.
Course Objectives:
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Unit I
INTRODUCTION TO ONLINE MARKET
Online Market space- Digital Marketing Strategy- Components – Opportunities for building Brand Website – Planning and Creation – Content Marketing.
Unit II
SEARCH ENGINE OPTIMISATION
Search Engine optimisation – Keyword Strategy- SEO Strategy – SEO success factors -On-Page Techniques – Off-Page Techniques. Search Engine Marketing- How Search Engine works- SEM components- PPC advertising -Display Advertisement
Unit III
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Unit IV
SOCIAL MEDIA MARKETING
Social Media Marketing – Social Media Channels- Leveraging Social media for brand conversations and buzz. Successful /benchmark Social media campaigns. Engagement Marketing- Building Customer relationships – Creating Loyalty drivers – Influencer Marketing.
Unit V
DIGITAL TRANSFORMATION
Digital Transformation & Channel Attribution- Analytics- Ad-words, Email, Mobile, Social Media, Web Analytics – Changing your strategy based on analysis- Recent trends in Digital marketing.
Practical Exercises
- Subscribe to a weekly/quarterly newsletter and analyze how its content and structure aid with the branding of the company and how it aids its potential customer segments.
- Perform keyword search for a skincare hospital website based on search volume and competition using Google keyword planner tool.
- Demonstrate how to use the Google WebMasters Indexing API
- Discuss an interesting case study regarding how an insurance company manages leads.
- Discuss negative and positive impacts and ethical implications of using social media for political advertising.
- Discuss how Predictive analytics is impacting marketing automation
Course Outcomes:
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Text Books:
- Fundamentals of Digital Marketing by Puneet Singh Bhatia;Publisher: Pearson Education; First edition ( July 2017);ISBN-10: 933258737X;ISBN-13: 978-9332587373.
- Digital Marketing by Vandana Ahuja ;Publisher: Oxford University Press ( April 2015). ISBN-10: 0199455449
- Marketing 4.0: Moving from Traditional to Digital by Philip Kotler;Publisher: Wiley; 1st edition ( April 2017); ISBN10: 9788126566938 ISBN:788126566938;ASIN: 8126566930.
- Ryan, D. (2014 ). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page Limited..
- Barker, Barker, Bormann and Neher(2017), Social Media Marketing: A Strategic Approach, 2E South-Western ,Cengage Learning.
- Pulizzi,J Beginner’s Guide to Digital Marketing , Mcgraw Hill Education
For detailed syllabus of all the other subjects of Computer Science & Design 6th Sem, visit CSD 6th Sem subject syllabuses for 2021 regulation.
For all Computer Science & Design results, visit Anna University CSD all semester results direct link.