B.com(Honors)
E-Commerce & Digital Marketing
DARE TO DISRUPT WITH DIGITAL MARKETING
Programme Highlights
Build expertise
18 weeks of rigorous, vibrant learning
Competitive advantage
Get a certificate in Digital Marketing & E-Com
Balanced learning
A combination of strategy and operations, left and right brain
Industry experts
Faculties will be from the industry
Highly interactive pedagogy
Combination of recorded lectures, assignments and quizzes
Programme Modules
Module 1: Introduction to Marketing Management
- Marketing Management Overview
- Concept of Perceived Value
- Needs, Wants and Demand
- Product Life Cycle
- Creation and Communication of Value
- Delivery and Exchange of Value
- Customer Segmentation and Targeting
Module 2: Introduction to Digital Consumers and Digital Marketing
- Consumer Positioning
- Marketing vs. Sales
- Role of Digital Media in Marketing Management
- Traditional vs. Digital Marketing
- The 4Ps of Marketing: Product and Price
- The 4Ps of Marketing: Place and Promotion
- The 4Ps of Marketing in Digital Ecosystem
- The POEM Framework
Module 3: Understanding the Customer
- Target Audience
- Target Selection and Positioning
- Target Audience: Apple iPhone
- Customer Profiles and Personas for Digital
- Why Create a Customer Persona?
- B2B Customer Persona
- Gathering Data
- Customer Touch Points and Moments of Truth
- Customer Journey
- Customer Journey Map
- Customer Journey Map: Example Two
- Customer Journey to Marketing Insights
Module 4: Search Engines: Organic Search and Keywords
- Organic Search and Keywords: Overview
- Fundamentals of Search Engines
- Search Engine: The Process
- Keywords and Keywords Search
- On-Page SEO
- Off-Page SEO
- Technical SEO
- App Store Optimization
- Competitor Research
Module 5: Search Engine Advertising
- Search Engine Advertising
- Role of Search Engine Advertising vs. SEO
- Keyword Planning
- Creation of Ad Copy
- Quality Scores
- Bidding Strategies
- E-Commerce
- SEO and SEA Synergy
- Setting up a PPC account
- Setting up a PPC Account : Demo
Module 6: Display Ads and Targeting
- Display Ad Types
- Display Ad Campaign Setup
- Video Ads
- Targeting Parameters
- Remarketing
Module 7: Social Media Strategy
- Social Media Strategy: Overview
- Social Networks and Role of Algorithms
- Types of Social Networks
- Social Media Audits
- Social Media Etiquettes
- Social media Calendar
- Types of Paid Social Media Ad Formats
- Audience Segmentation and Targeting for Social Media Ads
- Custom and Look-Alike Audiences
- Social Media Tools
- AWARIO: Demo
- Setting up campaigns on Facebook: Demo
- Setting up campaigns on Linked In: Demo
- Setting up a YT Campaign: Demo
- Setting up a Twitter Campaign: Demo
Module 8: Influencers, Communities and Online Reputation
- Influencers, Communities and Online Reputation: Overview
- Word of Mouth Marketing
- Influencer Marketing
- Viral Marketing
- User Generated Content Campaigns
- Brand Communities
- Online Reputation Management
Module 9: Email Marketing and affiliate marketing
- Email marketing basics
- Email Service Provides
- Best Practices for Email
- Affiliate marketing
Module 10: Landing pages, microsites, and Mobile Apps
- Websites & Microsites
- Landing Pages and Its Sections
- Dissection of Successful Landing Pages
- How to Create Landing Pages?
- Mobile Apps
Module 11: Digital Marketing analytics: Data Sources
- Metrics
- PPC Analytics
- Social Analytics
- SEO Analytics
- Video and Display Analytics
- Role of AI in Analytics
Module 12: Frameworks for Evaluation
- Pricing Metrics
- ROAS and ROI
- Unit Economics
- Customer Portfolio Analysis
Module 13: Attribution Issues and Experimentation
- What is Attribution
- Types of Attribution
- A/B Testing and Multivariate Testing
Module 14: Digital Marketing Strategy Planning, Execution, Assessment, and Refinement
- Digital Marketing Strategy and Its Components
- RACE Framework
- AIDA Framework
- Integrated Marketing Communications or IMC: 6M Framework