Digital Marketing

Course Name: 

SM820-Digital Marketing




Elective Courses

Credits (L-T-P): 



Digital Marketing, Scope and Challenges, Difference between traditional marketing and digital marketing, Dynamic environment -Integrated approachDigital Estate – Website /Facebook Page/ Twitter handle, Responsive Websites- Information Structuring; Creating a hub and spoke model for digital assets, Connecting to social networks - Social Hub in a page Search Engine Optimization- Content Marketing - Keyword Structuring, On-page & Off-page optimization Techniques, On Page factors and Off Page factors to rank in search engines Online Advertising: Search Engine Marketing- Google AdWords and Keyword research, Bing Ads; Display Advertising; Facebook Advertising; Twitter Advertising; AdSense Social Media: Facebook Marketing- LinkedIn Marketing –Twitter Marketing – video Marketing; Blogging-Online PR, Reputation Management- Email Marketing, Auto responders-, e newsletters- Frequency Conversion Optimization, analytics providers, Landing Pages -Marketing Automation - B2B Lead Generation & Nurturing the leads, Mobile Marketing, Short Code, Mobile Website, Apps and QR Code -
Ecommerce - Payment Gateway, Drop Shipping & Fulfillment, Affiliate Marketing- Gamification project execution challenges.


Matt Bailey, Internet Marketing: An Hour a Day, Wiley Publishing Damian Ryan, Calvin Jones, Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page WSI, Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing, Friesen Press Hanlon Annmarie), Akins Joanna, Quickwin Digital Marketing: Answers to Your Top 100 Digital Marketing Questions, PHI David Meerman Scott, The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, John wiley & Sons.


School of Management

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Dr. Sheena
Head, School of Humanities, Social Sciences and Management,
National Institute of Technology Karnataka
Post: Srinivasanagar, Surathkal, Mangalore - 575025
Karnataka, India.
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