Digital Marketing detailed Syllabus for MBA (Marketing), R19 regulation has been taken from the JNTUH official website and presented for the students affiliated to JNTUH course structure. For Course Code, Subject Names, Theory Lectures, Tutorial, Practical/Drawing, Credits, and other information do visit full semester subjects post given below. The Syllabus PDF files can also be downloaded from the universities official website.
For all other MBA (Marketing) 3rd Sem Syllabus for R19 Regulation JNTUH, do visit MBA (Marketing) 3rd Sem Syllabus for R19 Regulation JNTUH Subjects. The detailed Syllabus for digital marketing is as follows.
Course Objectives:
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Learning Outcome:
Students will be understanding
- the applications of digital marketing in the globalized market
- Channels of Digital Marketing
- digital marketing plan
- Search engine marketing
- Online Advertising
Unit I
Understanding Digital Marketing: Concept, Components of Digital Marketing, Need and Scope of Digital Marketing, Benefits of Digital Marketing, Digital Marketing Platforms and Strategies, Comparison of Marketing and Digital Marketing, Digital Marketing Trends.
Unit II
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Unit II
Marketing in the Digital Era: Segmentation – Importance of Audience Segmentation, How different segments use Digital Media – Organisational Characteristics, Purchasing Characteristics, Using Digital Media to Reach, Acquisition and Retention of new customers, Digital Media for Customer Loyalty.
Unit III
Digital Marketing Plan: Need of a Digital Marketing Plan, Elements of a Digital Marketing Plan – Marketing Plan, Executive Summary, Mission, Situational Analysis, Opportunities and Issues, Goals and Objectives, Marketing Strategy, Action Plan, Budget, Writing the Marketing Plan and Implementing the Plan.
Unit IV
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Unit V
Social Media Marketing: Understanding Social Media, Social Networking with Facebook, LinkedIn, Blogging as a social medium, Microblogging with Twitter, Social Sharing with YouTube, Social Media for Customer Reach, Acquisition and Retention. Measurement of Digital Media: Analyzing Digital Media Performance, Analyzing Website Performance, Analyzing Advertising Performance.
Suggested Readings:
- Michael Miller, B2B Digital Marketing, 1e, Pearson, 2014.
- Vandana Ahuja, Digital marketing, Oxford University Press 2015
- Michael R Solomon, Tracy Tuten, Social Media Marketing, Pearson, 1e, 2015.
- Judy Strauss and Raymond Frost, E-Marketing, Pearson, 2016
- Richard Gay, Alan Charles worth and Rita Esen, Online marketing – A customer led approach Oxford University Press 2007.
- Chuck Hemannand Ken Burbary, Digital Marketing Analytics, Pearson, 2019
For detail Syllabus of all other subjects of MBA Marketing, R19 scheme do visit Marketing 3rd Sem Syllabus for R19 scheme.
For all the MBA results, visit JNTUH MBA all semester results direct links.