ANDHRA PRADESH STATE COUNCIL OF HIGHER EDUCATION

Programme: BBA Honours in DIGITAL MARKETING (Major)

w.e.f. AY 2023-24

COURSE STRUCTURE

Course No. of No. of

Semester Course Name
Number Hrs/Week Credits
1 Fundamentals of Commerce 4 4
Semester-I
2 Business Organization 4 4
Fundamentals of Digital
3 4 4
Semester-II Marketing
4 E-Marketing 4 4
5 Social Media Marketing 4 4
6 Search Engine Marketing 4 4
Semester-III
7 Search Engine Optimization 4 4
8 Web Analytics 4 4
9 Affiliate Marketing 4 4
Semester-IV 10 Search Engine Optimisation 4 4
11 SEMRush 4 4
12 E-Mail Marketing 4 4
13 Mobile Marketing 4 4
Content Marketing (OR)
Semester-V 14 4 4
Content Management System
IT Tools for Digital
15 Marketing (OR)
AI in Digital Marketing
Semester-VI Internship
Courses will be available in
Semester-VII
due course of time

Courses will be available in

Semester-VIII
due course of time
 SEMESTER-I
COURSE 1: FUNDAMENTALS OF COMMERCE
Theory Credits: 4 4 hrs/week
Learning Objectives:
The objective of this paper is to help students to acquire conceptual knowledge of the Commerce,
Economy and Role of Commerce in Economic Development. To acquire Knowledge on
Accounting and Taxation.
Learning Outcomes:
At the end of the course, the student will able to
Identify the role commerce in Economic Development and Societal Development. Equip with
the knowledge of imports and exports and Balance of Payments. Develop the skill of accounting
and accounting principles. They acquire knowledge on micro and micro economics and factors
determine demand and supply. An idea of Indian Tax system and various taxes levied on in
India. They will acquire skills on web design and digital marketing.

Unit 1: Introduction: Definition of Commerce – Role of Commerce in Economic

Development - Role Commerce in Societal Development. Imports and Exports, Balance of
Payments. World Trade Organization.

Unit 2: Economic Theory: Macro Economics – Meaning, Definition, Measurements of

National Income, Concepts of National Income. Micro Economics – Demand and Supply.
Elasticity of Demand and Supply. Classification of Markets -Perfect Competition –
Characteristics – Equilibrium Price, Marginal Utility.
.
Unit 3: Accounting Principles: Meaning and Objectives Accounting, Accounting Cycle -
Branches of Accounting - Financial Accounting, Cost Accounting, Management Accounting.
Concepts and Conventions of Accounting – GAAP.

Unit 4: Taxation: Meaning of Tax, Taxation - Types of Tax- Income Tax, Corporate
Taxation, GST, Customs & Exercise. Differences between Direct and Indirect Tax –
Objectives of Tax- Concerned authorities – Central Board of Direct Taxes (CBDT) and
Central Board of Excise and Customs (CBIC).

Unit 5: Computer Essentials: Web Design - Word Press Basics, Developing a Simple
Website. Digital Marketing - Social Media Marketing, Content Marketing, Search Engine
Optimization (SEO), E-mail Marketing. Data Analytics- Prediction of customer behavior,
customized suggestions.

Lab Exercise:
 Build a sample website to display product information.
 Provide wide publicity for your product over social media and e-mail
 Estimate the customer behavior and provide necessary suggestions regarding the
 products of his interest.

Activities:
 Assignment on GAAP.
 Group Activates on Problem solving.
 Collect date and report the role of Commerce in Economic Development.
 Analyze the demand and supply of a product and make a scheduled based on your
analysis, problems on elasticity of demand.
 Identify the Tax and distinguish between Direct Tax and Indirect Tax.
 Assignments and students seminars on Demand function and demand curves
 Quiz Programs
 Assignment on different types of taxes which generate revenue to the Government of
India.
 Invited lectures on GST and Taxation system
 Problem Solving Exercises on current economy situation.
 Co-operative learning on Accounting Principles.
 Group Discussions on problems relating to topics covered by syllabus
 Examinations (Scheduled and surprise tests)
 Any similar activities with imaginative thinking beyond the prescribed syllabus

Reference Books:
1. S.P. Jain & K.L Narang, Accountancy - I Kalyani Publishers.
2. R.L. Gupta & V.K. Gupta, Principles and Practice of Accounting, Sultan Chand
3. Business Economics -S.Sankaran, Margham Publications, Chennai.
4. Business Economics - Kalyani Publications.
5. Dr. Vinod K. Singhania: Direct Taxes – Law and Practice, Taxmann Publications.
6. Dr. Mehrotra and Dr. Goyal: Direct Taxes – Law and Practice, SahityaBhavan Publications
.
 SEMESTER-I
COURSE 2: BUSINESS ORGANISATION
Theory Credits: 4 4 hrs/week
Learning Objectives:

The course aims to acquire conceptual knowledge of business, formation various business
organizations. To provide the knowledge on deciding plant location, plan layout and business
combinations.

Learning outcomes:
After completing this course a student will have:
Ability to understand the concept of Business Organization along with the basic laws and norms of
Business Organization. The ability to understand the terminologies associated with the field of
Business Organization along with their relevance and to identify the appropriate types and
functioning of Business Organization for solving different problems. The application of Business
Organization principles to solve business and industry related problems and to understand the
concept of Sole Proprietorship, Partnership and Joint Stock Company etc.

Unit 1: Business: Concept, Meaning, Features, Stages of development of business and importance
of business. Classification of Business Activities. Meaning, Characteristics, Importance and
Objectives of Business Organization.. Difference between Industry & Commerce and Business &
Profession, Modern Business and their Characteristics.

Unit 2: Promotion of Business: Considerations in Establishing New Business. Qualities of a

Successful Businessman. Forms of Business Organization - Sole Proprietorship, Partnership, Joint
Stock Companies & Co-operatives and their Characteristics, relative merits and demerits,
Difference between Private and Public Company, Concept of One Person Company.

Unit 3: Plant Location and Layout: Meaning, Importance, Factors affecting Plant Location. Plant
Layout
- Meaning, Objectives, Importance, Types of Layout. Factors affecting Layout. Size of Business
Unit - Criteria for Measuring the Size and Factors affecting the Size. Optimum Size and factors
determining the Optimum Size.

Unit 4: Business Combination: Meaning, Characteristics, Objectives, Causes, Forms and Kinds of
Business Combination. Rationalization: Meaning, Characteristics, Objectives, Principles, Merits
and demerits, Difference between Rationalization and Nationalization.

Unit 5: Computer Essentials: Milestones of Computer Evolution – Computer, Block diagram,

generations of computer . Internet Basics - Internet, history, Internet Service Providers, Types of
Networks, IP, Domain Name Services, applications. Ethical and Social Implications - Network and
security concepts- Information Assurance Fundamentals, Cryptography - Symmetric and
Asymmetric, Malware, Firewalls, Fraud Techniques, privacy and data protection

Activities:
 Assignment on business organizations and modern business.
 Group Discussion on factors that influence plan location
 Seminars on different topics related to Business organization
 Case study could be given to present business plan of students choice.
  Identifying the attributes of network (Topology, service provider, IP address and bandwidth of
your college network) and prepare a report covering network architecture.
 Identify the types of malwares and required firewalls to provide security.
 Latest Fraud techniques used by hackers.

Reference Books:
1. Gupta, C.B., “Business Organisation”, Mayur Publiction, (2014).
2. Singh, B.P., Chhabra, T.N., “An Introduction to Business Organisation & Management”, Kitab
Mahal, (2014).
3. Sherlekar, S.A. &Sherlekar, V.S, “Modern Business Organization & Management Systems
Approach Mumbai”, Himalaya Publishing House, (2000).
4. Bhusan Y. K., “Business Organization”, Sultan Chand & Sons.
5. Prakash, Jagdish, “Business Organistaton and Management”, Kitab Mahal Publishers (Hindi
and English)
6. Fundamentals of Computers by V. Raja Raman
7. Cyber Security Essentials by James Graham, Richard Howard, Ryan Olson
 SEMESTER-II
COURSE 3: FUNDAMENTALS OF DIGITAL MARKETING
Theory Credits: 4 4 hrs/week
Course Objective:
Helps to identify core concepts of marketing and the role of marketing in society. Ability to
collect process and analyze consumer and market data to make informed decisions. It also
helps to understand pricing decisions. It focuses on the importance of digital marketing and
its applications.

Learning Outcome: Students will be understood:

• Digital Marketing Concepts
• The applications of digital marketing in the globalized market
• Application and usage of E-mail advertisement and mobile marketing.

UNIT 1: Introduction to Digital Marketing (DM)-Meaning, Definition, Need of DM, Scope

of DM, Historyof DM, Concept and approaches to DM, Examples of good practices in DM.

UNIT 2: Marketing Automation: Definition, Advantages, Marketing Automation Softwares:

CRM, Sales force, Analytics; Customer Experience (CX), How does marketing automation
help marketers, Marketing automation tools.

UNIT 3: Digital Marketing Mix: Online Advertising, Lead Generation, Social Media
Marketing, Content and Copywriting. Influencer Marketing: Influencer, Payment to
Influencer, difference between influencer marketing and celebrity endorsements.

UNIT 4: Email Marketing- Need for Emails, Types of Emails, options in Email advertising,
Features of MailChimp, Mobile Marketing: Overview of the B2B and B2C Mobile
Marketing.

UNIT 5: What are Blogs, Importance of Blogs, Personal Blogs, Corporate Blogs, Popular
Blog Platforms, What are Tags, Widgets, Blog Optimization, and Blog Stats.

REFERENCE BOOKS:
1. Dave Evans., Susan Bratton, (2010). Social Media Marketing: The Next Generation of
Business Engagement. Wiley
2. Your Google Game Plan for Success: Increasing Your Web
3. Michael J. Thibault (2023). The Influencer Blueprint: A Step-by-Step Guide to
Harnessing the Power of Influencer Marketing for Business Success.
4. How To Start a Blog (on the Side) by Ryan Robinson
5. George Pain(2019). Marketing Automation and Online Marketing: Automate Your
Business through Marketing Best Practices such as Email Marketing and Search Engine
Optimization
6. Stevan Roberts (2016). Marketing AI: From Automation to Revenue Performance
Marketing
7. Jodie the Mom (2023) Email Marketing Planner: Organize and Track Your Emails
 SEMESTER-II
COURSE 4: E-MARKETING
Theory Credits: 4 4 hrs/week

UNIT-I: Introduction to Lead Generation: Understanding Lead Generation For

Business, Why Lead Generation is important, Understanding Landing Pages
Understanding Thank You Page, Landing Page vs. Website, types of Landing Page.

UNIT-II: A/B Testing : What is A/B Testing, How to do A/B Testing, Selecting
landing pages after A/B Testing, Converting leads into sales, Creating lead nurturing
strategy, Understanding lead funnel, Steps in lead nurturing

UNIT III:E-Marketing-An Overview – Introduction, Objectives, Definition,

History and, Features of E-Marketing, Scope of E-Marketing, Benefits of E-
Marketing, Problems in E-Marketing, E-marketing Techniques, Internet Marketing,
Digital Marketing and E-marketing.

UNIT IV:Applications of E-Marketing - Introduction, Objectives, Online

Advertising, Direct Response Medium, Role of Distribution in E-Marketing, Lead
Generation Platform, Customer Service Mechanism, Relationship Building Medium

UNIT V:Types and Tools of E-Marketing - Introduction, E-Malls, E-Storefront, E-

Marketplace, E-Marketing Tools: Creating a Website, Social Media Marketing, Pay-
Per- Click Advertising, and Search Engine Optimization or Paid Search Engine
Listing Search Engine Marketing, Blogging and Classified Advertising

SOURCE:

https://www.bapugraphics.com/leadgenerationforbusinesstrainingindelhi.php
https://smude.edu.in/smude/programs/mba/marketing-management/e-
marketing.html
REFERENCE:

1. Strauss, J., & Frost, R. (2014). E-Marketing (7th ed.). Upper Saddle
River, NJ:Pearson Prentice Hall. ISBN
2. Inbound Marketing: Attract, Engage, and Delight, by Brian
Halligan andDharmesh Shah.
 SEMESTER-III
COURSE 5: SOCIAL MEDIA MARKETING
Theory Credits: 4 4 hrs/week
COURSE OBJECTIVE:
Introduce current and core practices of Digital and Social Media Marketing that will allow
learnersto analyze, plan, execute and evaluate a digital marketing strategy.

LEARNING OUTCOMES:
Understand the Social Media space and tools • Analyze the effectiveness of your company’s
and competitors’ social media programs. Design social media programs that directly support
business and marketing goals. Channels and programs. Implement a process for planning
social media marketing activities.

UNIT I:
Introduction to digital and social media marketing-meaning-definition-types of social media
websites-mobile apps-email- social media-various social media websites; Blogging-types,
platforms.

UNIT II:
Social Media Management-Social Media and Target Audience-Sharing content on Social
Media-Book marking websites; DO’s and Don’ts of Social media.

UNIT III:
Social Media Strategy-Goals ,Planning, Strategies, Monitoring Analysis; Tips of Social
Media Marketing-Customization; Social Media Optimization; Social Media Promotion-paid
advertising – other methods-Social Media ROI.

UNIT IV:
Social Media for Marketing -Facebook, LinkedIn, Twitter, YouTube. Establishing
Relationship with customers Social Media.

UNIT V:
Social Analytics- Automation and Social Media- Social Media and other types of Marketing,
Managing Tools of Social Media.

TEXT BOOKS:
1. Digital Marketing: Seema Gupta-Mcgraw hill
2. Social Media Marketing: Tracy L. Tuten (2021).
3. Social Media Marketing: A Strategic Approach. Debra Zahay, Mary Lou Roberts
4. ChatGPT & Social Media Marketing. Ryan Turner.
 SEMESTER-III
COURSE 6: SEARCH ENGINE MARKETING
Theory Credits: 4 4 hrs/week
Course Objective:
Search Engine Marketing (SEM) is a cost effective way of generating highly relevant leads for
business. The best thing about SEM is that it offers contextual targeting, which helps one to
target audience based on their interests, location, demographics, time and so on. This course
also provides inputs on how SEM campaign is a CPC (Cost-per-click) advertisement model
unlike SEO, it starts immediately and advertiser starts getting results immediately on start of the
campaign.

Learning Outcomes:
• Understand concepts of search engine marketing including various elements of search engine
marketing plan.
• Create effective landing pages by understanding web users’ behavior.

UNIT I:
Search Engine Marketing Overview Understanding Importance Google search, Rule based
personalization of marketing at internet scale, Overview of Google Ads, Bing Ads, landing
pages, elements, optimization.

UNIT II:
PPC Campaigns PPC definition & it's functioning, PPC Terminology - Quality Score,
Conversion Rate etc., Quality Score Overview, Setting objectives, goals & expectations,
Actionable metrics for performance measurements, Formulating account structure, Effective
segmentation of keywords, Usage of multiple match types and Non-overlapping Ad Groups

UNIT III:
Bid Management Plan Understand bidding strategy, Manual vs. Automated bid management,
Different bid management features like CPA bidding, position preference etc. Google Ads
bidding strategies. Top PPC bid management tips for maximizing returns.

UNIT IV:
Effective landing pages and user psychology importance of UI/UX design, call-to- action,
understand & connect with the user and benefit from search behavior of prospective customer.
Performance tracking set campaign objectives & goals define performance metrics and monitor
ppc activity with Google analytics.

UNIT-V
SEM management (other techniques) re-marketing, mobile advertising, display & video
formats, optimize the display network campaigns and track & measure views through
conversions.

REFERENCES
1. Pay-Per-Click Search Engine Marketing: An Hour a Day by David Szetela, Joseph
Kerschbaum
2. Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website (IBM
Press) 3rd Edition, Kindle Edition by Mike Moran, Bill Hunt.
3. A Beginners Guide to Paid Search Marketing: Search Engine Marketing for Beginners by
Tarek Riman (2020)
4. Pay Per Click Search Engine Marketing For Dummies by Peter Kent (2006).
 SEMESTER-III
COURSE 7: SEARCH ENGINE OPTIMIZATION
Theory Credits: 4 4 hrs/week
Course Objective:
With millions of people performing millions of searches each day to find content on the
Internet, it makes sense that marketers want their products to be found by potential consumers.
Search engines use closely guarded algorithms to determine the results that are displayed.
However, determining what factors these algorithms take into account has led to a growing
practice known as search engine optimization.

Learning Outcomes:
• Learn what search engine optimization (SEO) is and how a Web site needs to be structured.
• Appreciate the constructs of search engine-friendly Web sites.
• Attract inbound Links from other Web Sites.

UNIT I:
Concepts of search engine optimization (SEO), Relevance, Importance, Popularity, Trust,
Authority, Search engines and directories, How search engines work, Crawlers, robots, spiders,
Algorithms, Search engine indexing, Ranking, Directories, Website architecture, Static pages,
Dynamic pages.
UNIT II:
Search engine Friendliness and Specific Rankings Page coding, Managing spiders/robots,
Crawlability, Rewriting pages, Subdomains, Alexa ranking, Image optimization,Search Engine
Optimisation analysis, crawler issues, remove urls, sitemap submission
UNIT III:
On-page SEO, importance, influence factors, Optimizing Web Page, Website Optimization,
title, description and keyword tags, header tags, Anchor Text, Navigation Links, Contextual
links, Canonical URLs, Page Nations, keyword research, meta tag optimization, SEO content
optimization, sitemap creation submission, robots.txt
UNIT IV:
Off-page SEO, importance, influence factors, Right and wrong ways to link, Reciprocal links,
Three- way links, Purchased links, Link networks, Redirected links, Link bait, Trust rank and
worthless links, Quality directories Performing and Implementing SEO SEO goals, and
Commercial intent, Fixing broken links, Sitemaps, Useful directory links, complaining to search
engines, How to address a copyright violation
UNIT V:
Web 2.0 and other important considerations Website ecosystem, Micro sites, RSS feeds,
Blogosphere, Social media, Google calendar, Press releases, SEO for blogs, SEO for content
management systems, SEO for local search, SEO for mobile search, Measurements, Google
API, SEO tools, Free tools, Research and resources, Google my business listing, google places

TEXT BOOKS:
• Search Engine Optimization:Your Visual Blueprint for effective
• Internet marketing,3 Edition(MISL-Wiley)-Kristopher B Jones
• Search Engine Optimization:An Hour a Day-Jennipegrappone,Gradiva Cousin-Wiley.

Activities/ Requirements:
• Written Assignments
• Oral Presentation
• Quiz Programme
 SEMESTER-III
COURSE 8: WEB ANALYTICS
Theory Credits: 4 4 hrs/week

Web Analytics

Course Objectives: Web analytics course covers the basics concepts of digital Analytics
and drives students into learning digital analytics from both a managerial and technical
perspective.
Learning Outcomes:
Readandunderstandin aproperwaythemainkeymetricsofdigitalanalytics
Managewebandsocialanalyticsprinciplestodrivemarketingcampaignor strategies

UNIT-I:
Getting started with Web Analytics-The digital media: owned, earned and paid media - Web
Analytics platforms overview - Getting started with digital analytics - Main KPIs about digital
analytics - Sessions - Number of visitors - Time on Site - Time on Page - Bounce Rate -
Understanding and using Google Analytics data- Collecting actionable data with Google
Analytics-Navigating Google Analytics reports -Navigating Conversions reports

UNIT-II:
Introduction to Ecommerce Analysis & App Analytics - Understanding Customers -
Understanding Shopping Behavior - Introduction to Mobile App Analytics - Attracting New
Users-Measuring behavior

UNIT-III:
Google Tag Manager Fundamentals & Social Analytics - Starting out with Google Tag
Manager - Setting up Google Tag Manager- Collecting data using the Data Layer, variables,
and events-Usingadditionaltagsformarketingandremarketing-FacebookAnalytics-Twitter
Insights

UNIT-IV:
Traffic sources - Direct, referring, and search traffic- Campaigns- Ad Words, Ad sense
Content - Pages and Landing Pages-Event Tracking and Ad Sense - Site Search
Visitors- Unique visitors-Geography candy language information Technical reports
Benchmarking, Actionable insights and the big picture Recap of Google Analytics
Reports and tools - Finding action able night s- Getting the organization involved-
Creating a data-driven culture- Resources

UNIT-V:
Social Analytics & User Generated Contents – Definition of User Generated Contents - Getting
started with Web Listening - Main KPIs about web listening - Main weblistening platforms-
Free tool sfor web listening analysis

Software to be used
Google Analytics, Talk walker Platform, Face book Analytics Twitter Insights,
YouTube Analytics
Referencebooks:
1. WebAnalyticsStrategiesforInformationProfessionals(English,Paperback,FarneyTaba tha)
2. Web Analytics Action Hero: Using Analysist
oGainInsightandOptimizeYour Business: Brent Dykes
3. CompleteWebMonitoring:AlistairCrollandSeanPower
Activities:
WrittenAssignment
OralPresentation
CaseStudy
 SEMESTER-IV
COURSE 9: AFFILIATE MARKETING
Theory Credits: 4 4 hrs/week
Course Objective:
Affiliate Marketing has been designed to give you the skills, knowledge, insights and tools
that will immediately help to improve your organizations marketing goals. Affiliate
Marketing helps to Promote Your Own Business In An Effective Manner.

Learning Outcomes:
•Affiliate marketing helps in building performance-base. It helps broaden your audience.
•Affiliates can boost your reputation. It's cost effective. Affiliates can rapidly scale your
traffic and sales

UNIT I: Introduction to affiliate marketing how affiliate marketing works-affiliate program

payment methods- cookies, cookie stuffing and affiliates-ad sense- email spam, adware,
trademark bidding-tiered affiliate marketing cross selling and up selling-multi tier marketing
and commissions.

UNIT II: Enrolling in an affiliate marketing program-signing up as an affiliate-logging into

your affiliate account-integrating affiliate links into your websites-monitoring affiliate
performance and tracking sales - setting up an affiliate website. Promoting your affiliate
program-performing market analysis and market research-market strategies establishment-
affiliate marketing and organic search optimization.

UNIT III: Types of Affiliate Marketing Search affiliates-Price comparison service

websiteLoyalty websites-Cause related and coupon websites Content and niche market
websitePersonal weblogs and website syndicates-Email marketing and shopping
directoriesRegistration or co-registration affiliates-File sharing affiliates.

Unit IV: Strategies to improve affiliate marketing - affiliate links and how to deal with
them-promoting your affiliate program-overcoming the challenges of affiliate marketing,
performing market analysis and market research-market strategies establishment-affiliate
marketing and organic search optimization.

Unit V: Setting Up affiliate Marketing Program - How to attract affiliates-Hosting and

implementing an affiliate program-Growing your Affiliate Numbers. Setting up an affiliate
program-Affiliate network service agreement-Data feeds and customer returns.
Merchants/publisher management-Affiliate program promotion and content pages, Screen
Affiliates-Combating affiliate fraud

Text Books
1) Bruce C. Brown: The Complete Guide to Affiliate Marketing on the Web: How to Use
and Profit from Affiliate Marketing Programs. (2008)
2) Eugenia Prussakov: Affiliate Program Management: An Hour a Day (2011).
3) Affiliate Marketing 2023 - Step by Step Michael Gordon Cohen (2023).
4) Evergreen Affiliate Marketing: Master the Mindset, Learn the Strategies and Apply the
Systems Used by the World’s Wealthiest Affiliate Marketers. Nate McCallister, Iram
Allam, et al.(2021)
 SEMESTER-IV
COURSE 10: SEARCH ENGINE OPTIMISATION
Theory Credits: 4 4 hrs/week

Course Objective: To make reports and help you measure your site's Search traffic and
performance, fix issues, and make your site shine in Google Search results
Learning Outcomes:

1. Submit site maps and individual URLs for crawling.

2. Reviewindexcoverageto makesurethat Google has thefreshest viewof website..

UNIT-I: Overview: Performance: total clicks, total impression, avg. CTR, avg position -
URL Inspection: URL on is Google – view crawled page–view source, learn more option

UNIT-II: Index: Coverage: valid, excluded, valid with warnings, submitted and
indexed, discovery, refrreing page ,pages with errors, valid pages -Sitemaps-add
new sitemap,submittedsitemaps,type,submitted,lastread,status,discoveredURLs.

UNIT-III: Enhancements:--Core web vitals -Mobile usability-AMP- bread crumbs-FAQ-

How to-Logos- Riview snippets-Site Links Searchbox

UNIT-IV: Security & Manual Actions: Manual actions-How do I remove Manual Actions
inSearch Engine Optimisation-security issues and its report-

UNIT-V: Legacy Tools and Reports: Links-settings-submit feedback- about new version-
International targeting-messages-URL parameters-web Tools

References:
TheUltimateGuidetoGoogleSearchConsole2021byAjaFrom@ajavuu,

https://blog.hubspot.com/marketing/google - search-console

2.Google searchconsole:Knowledge panel by Sajith Thomo sand Evin Jaison 2016

3.Google SearchConsole:ACompleteGuidebyGerardusBlokdyk2018,Bookshoutpublis hers

Activities
Written Assignments
• OralPresentation
• QuizProgramme
 SEMESTER-IV
COURSE 11: SEMRush
Theory Credits: 4 4 hrs/week

Course Objectives:
SEM Rushisan SEO tool that does keyword research, tracks the key word strategy used by
compet
itors, runs an SEO audit of a blog and look sforback -linking opportunities
.
Learning Outcomes:
Savetime&budget.StaycreativewithyourcontentwhileSemrushtakescareofthedata.
Over7millio n users haveregistered for Semrush.

UNIT-I: Keyword Research:Analyze Search Intent Instantly with Semrush-

Keyword Research-The Ultimate Keyword Research Checklist-Semrush Keyword
Difficulty: Now More AccurateThanAny Other Tool-How to
UseSemrushforKeyword Research

UNIT- II: Keyword Ranking: How to Track Your Keywords on Google (with Sem
rush)- Search Engine Ranking: How to Use Sem rush to Track Keywords and
Positions-How To Measure SEOShare of Voice on Sem rush-How To Use Sem rush
Sensor To Get SERP Volatility Insights-How to Track SERP Rankings with
theSemrush Position

UNIT-III: LINK Building: How to Use Outreach for Link Building- Ways to Make
the Best of SEO Link Building with Sem rush-Sem rush Back links Update 2021:
How We Built a New Back links-Fastest Back link Discovery Tool as A sem rush

UNIT-IV: Social Media and Local SEO: How to Use the Free Sem rush Social
Media Tool for Every Platform-Effective Online Reputation Management: Reasons
To Monitor Mentions-How to Track SEO in Multiple Cities with Sem rush –How To
Improve Your Local SEO

UNIT-V: SEOTraffic Analysis and Competitor Reserach: How to Target and Win
SERP Features- How to Find Marketing Insights Using Audience Overlap-Progress
Report in Just 4Steps:How - How to Analyze Competitor Website Traffi cwith.
Trends-Competitor Insights
References:

1. SEM rush for Advanced Digital Marketing Strategy byJustinWomack2017,Publisher-Packt

2. SEM Rush: A Guide to Complete SEO and PPC Dominance by Matthew Powell
2017 Publisher: Matthe w Powell
Activities
WrittenAssignments
OralPresentation
QuizProgramme
 SEMESTER-V
COURSE 12: E-MAIL MARKETING
Theory Credits: 4 4 hrs/week
Course Objectives: Email Marketing Course covers marketing strategies and guides in
creating effective advertisements to promote a product or service, request business, solicit
sales/donations, and build loyalty, trust, and brand awareness.

Learning Outcomes:

Recognizethecurrentlandscapeofthe digitalbusinessenvironmentandidentifystrategiestodefine,att
ract,andengageyouraudienceo nline.

Developadigitalmarketingplandesignedtomeetyourgoalsandobjectivesforanyexistingor new
business, product, or service.

UNIT-I:Introduction to Email Marketing-Importance of Email Marketing - Popular

Email Marketing Tools- Email Marketing Goals- History of Email Marketing- Advantages
and Dis Advantages of Email Marketing.

UNIT-II: E-Mail Marketing Understanding : Benefits of Email Marketing- How to write

Effective content and subject line- Why Email auto mationis required- Designing an effective
Email campaign-Tracking Email Marketing Reports-Email Guidelines.

UNIT-III: Introduction to Mail-Chimp-Mail-Chimp Structure- Account Setupand Settings-

Email Marketing Strategy-Creating a Subscriber List-Integration of Forms in Site- Import
Subscribers in a List.

UNIT-IV: Mail- Chimp: Types of Email Marketing:-Campaigns Creating an Email- What Is the
Newsletter -Design a News letter Reports –Marketing Automation.

UNIT-V: Best Email Marketing Alternatives: Introduction: Mailer Lite- Send In Blue- Active
Campaign -HubSpotetc.

References

1. Author:Tom Corson –Knowless, Email Marketing Mastery.TCK Publishing

2. Author: Susan Gunelius, Publisher: Entrepreneur Press,31May2018,

Activities

 WrittenAssignments
 OralPresentation
 QuizProgramme
 SEMESTER-V
COURSE 13: MOBILE MARKETING
Theory Credits: 4 4 hrs/week

Course Objective: To equip the student with basic understanding about mobile marketing
andhowto promoteproductsby using mobile applications.

LearningOutcomes:

1. Makeuseofmobiledevices topromoteproductsandservices.
2. Integrateyourmobilemarketingstrategy withyoursocialmediastrategy.
UNIT-I: Introduction- Introduction to Mobile Marketing- Understanding Mobile Devices
What Mobile Device is Right for You?- Core Product and Service Offerings Campaign
Delivery Options - SMS & MMS Messaging Campaign Delivery Options: Mobile
Applications Campaign Delivery Options: Mobile Websites App Marketing

UNIT-II: Supplemental Mobile Products and Service Options Campaign Delivery Options:
QR Codes Campaign Delivery Options: Augmented Reality Campaign Delivery Options:
Interactive Voice Response (IVR) Mobile and Traditional Marketing

UNIT-III: Mobile Advertising and Search Mobile Advertising Mobile Marketing and Search
Programmatic Ad Buying-Incentives and Loyalty Program Mobile Incentive
Opportunities Mobile Loyalty Programs- Mobile Rules and Regulations Mobile Marketing
Rules and RegulationsMobile Campaign Compliance

UNIT-IV: Mobile Marketing and Social Media Mobile and Social Media Content
Marketing for Mobile Face book Advertising for Mobile- - Location and Mobile Mobile
Marketing Location -Based Services Beacons, Opportunities and Challenges Beacons,
Employing Beacons- Mobile Website Responsive Design Converting Non-Mobile Websites-
Mobile Marketing Analytics Mobile Measurement – Careers in Mobile Marketing Mobile
Marketing Opportunities

UNIT-V: Practical of Mobile Marketing in Buffer Mobile Software- a complete LAB for
students to know the Mobile Marketing Buffer soft ware practices practically. Page
Creation:

References:
2. Mobile Marketing: How Mobile Technology is Revolutionizing Marketing,
Communications and A dvertising by Daniel Rowels
3. Tap: Unlocking the Mobile Economy by Anindya Ghose
4. Social nomics : How Social Media Trans forms the Way We Live and Do Business–
Erik Qualman
Activities: Written Assignments
• Oral Presentation
• Quiz Programm
 SEMESTER-V
COURSE 14 A: CONTENT MARKETING
Theory Credits: 4 4 hrs/week

UNIT I: Introduction to Content Marketing and Management: Why and how content
is important to business – use of content marketing, Content strategy and planning,
Forming mission statement and its importance, selection of Niche Markets.

UNIT II: Business goals and planning for websites -Naming primary and lover level
goals-CMS overview and concepts, Intro to Word Press - Word Press design,
navigation and site structure,

UNIT III: Adding and managing content - Adding and managing functionality on
the site. Writing for the Web-Refining content – design, brand guidelines - Tools for
developing visual content -HTML and CSS, overview for CMS

UNIT IV: Competitive analysis -Collecting content ideas, Tools and resources for
creating and managing content -Social media channels – community and
communication, distributing content.

UNIT V: Tools for social media management -Establishing metrics -Evaluating data-
Capstone Project

Note: Capstone projects are designed to apply the skills and knowledge learned in
the course and will include the following elements as projects are shared:

1. Explain the criteria that guided your content development.

2. Present your website and other media channels that highlight that content.
3. Give a summary of your plan for developing, managing, and
distributing futurecontent.

SOURCE: AARON MATTHEW WALL Content Marketing Book© Aaron

Matthew • seobook@gmail.com
 SEMESTER-V
COURSE 14 B: CONTENT MANAGEMENT SYSTEM
Theory Credits: 4 4 hrs/week

CourseObjective:Inthiscourse,studentswilllearnhowtousethethousandsofthemesandplugi nsalready
out there todesignown custom websites by using wordpress

LearningOutcomes:

• Studentisabletodesign anddevelopa website

• Studentis ableto managethecontent inthewebsite
UNIT-I: Introduction-HostingyourCMS-TypesofWordPress-
SettinguplocalserverDownloadingXAMPP-Installing XAMPP to create local server

UNIT-II: Installation: Install Word Press-Extracting Word Press files and installing Word Press-
Logging in to Word Press Dashboard – Word Press Dashboard- Navigate to the Word Press
dashboard ;know what everything does and how to use it

UNIT-III: Themes: Install Word Press Themes -Understand themes and how to find/install them -
Customizing Word Press Themes -Customization of Word Press Widgets -Installing Word Press
Premium Theme -Installing Word press Premium Theme Demo Content

UNIT-IV: Plugins: Install Word Press Plugins -Installing plugin for SEO on Word Press website
- Increasing Speed of WordPress websites -Security of Word Press websites - Contact Form for
Word Press websites -Setup Contact us page for Word Press websites - Creating Post and Basics
of One Page Optimization (SEO)

UNIT-V: Page Creation: Creating Page-Settings -Domain-Choosing the right domain name
Registering your domain-Choosing your hosting services

Comparing variousser vice providers - Choosingyour hosting provider-Pointing your

domaintohosting provider-SettingupyourWebserver- InstallingyourWordPresstoyour Webserver-
TransferringContenttoWebserver

References:

1. Word Press- All – in- One for Dummies by LisaSabin Wilson, aJohn Wiley & SonsInc.
Brandin 2013 New Jersy
2. Word press for Writers Create an Awesome Author Web site that Helps You SellBooks
By Rachel Mc Collin 2019 published by Catawampus Press

Activities

Written Assignments Oral Presentation Quiz

 SEMESTER-V
COURSE 15 A: IT TOOLS FOR DIGITAL MARKETING
Theory Credits: 4 4 hrs/week

Unit-I: Google Analytics, Google Keyword planner, Google Treads, Google Alerts, Hootsuite,
Bing Webmaster Tools

Unit-II: Search Engine Optimisation, Site Map builder, Yoast, Ahrefs, Archive.org,
PageSpeedInsights, Moz Link Explorer, MozBar, Tailwind

Unit-III: Canva, pixlr, MailChimp, HubSpot, JetpackCRM, Elementor, SEOTesting,

Surveymonkey, Tweetdeck, Analisa.io, Tagboard

Unit-IV: Asana, BuzzSumo, MeetEdgar, Hootsuite, seoptimer.com, Alexa, GoogleMyBusiness,

Sprout Social, SocialOomph, Brand24

Unit V: Salesforce, FollowerWonk,Buzzsumo,Crazy Egg, camelcamelcamel, Feedly Twitter

Analytics, Facebook Analytics, Audiense

Text Books

129 Digital Marketing Tools You Can’t Live Without by Manuj Bajaj Digital Marketing |
Second Edition Paperback by Seema Gupta
 SEMESTER-V
COURSE 15 B: AI IN DIGITAL MARKETING
Theory Credits: 4 4 hrs/week

LEARNING OBJECTIVES
Understanding your audience better: AI helps you analyze large amounts of data and predict
every customer's buying behavior/decisions. This allows you to effectively implement dedicated
marketing campaigns to a target audience. It also helps in boosting customer satisfaction and
engagement.
OUTCOME
One of the biggest impacts of AI on digital marketing is the ability to predict consumer
behavior. By analyzing data from social media, search engines, and other online sources, AI can
identify patterns and make predictions about what consumers will want in the future.

Unit-1 An Introduction to Artificial Intelligence: Definition of AI, Features of AI, Scope of

AI, types of AI, History of Artificial Intelligence, How is Artificial Intelligence Changing the
face of Digital Marketing? , Importance of AI in DM, AI in Advertising.

Unit-2: AI applications: AI applications include advanced web search engines (e.g., Google
Search), recommendation systems (used by YouTube, Amazon, and Netflix), understanding
human speech (such as Siri and Alexa), self-driving cars (e.g., Waymo), generative or creative
tools (ChatGPT and AI art), automated decision-making, and competing at the highest level in
strategic game systems (such as chess and Go).

Unit-3: AI in Marketing: Publica, Affectiva, EliseAI, Google Ads, IBM, RTB House,
Salesforce, Yext , Conversica, Mutiny.

Unit-4: AI applications in DM: Generating Content, Product Recommendation and Content

Curation, Use of AI Chatbots, Chatbot Marketing, Predictive Analysis, Digital Advertising,
Online Searches, Email Marketing.

Unit-5: AI and SEO, ML,NLP: Improved Keyword Research, Content Optimization,

Enhanced User Experience, Predictive SEO, Voice Search Optimization, Visual Search
Optimization; Machine Learning- Definition, Importance; how Natural Language Processing
(NLP) Influencing Digital Marketing?

References:
1. Melanie Mitchell, Artificial Intelligence: A Guide for Thinking Humans
2. Stuart Russell & Peter Norvig, Artificial Intelligence: A Modern Approach ,Third
Edition, By Pearson
3. Mosim Khan (2020), Artificial Intelligence In Digital Marketing
4. Alex Ferreira do Prado, Artificial Intelligence allied to Digital Marketing
5. Parth Dixit(2023) "Digital Marketing in the Age of Artificial Intelligence"

Web Sources:
1. https://builtin.com/artificial-intelligence/ai-in-marketing-advertising
2. https://www.marketingaiinstitute.com/blog/5-ways-natural-language-processing-nlp-is-
changing-digital-marketing.