Digital Marketing

Table 1

Overall Course Objectives The primary objective of this digital marketing course is to equip students
with the comprehensive knowledge and practical skills required to plan,
implement, and evaluate effective digital marketing strategies. By the end
of the course, students should be able to leverage various digital
marketing channels and tools to achieve business goals, enhance brand
awareness, drive online traffic, and increase conversion rates.

Learning Outcome
● Gain a comprehensive understanding of the digital marketing
landscape's key concepts, terminologies, and components.
● Develop the ability to perform market research, gather valuable
data on target audiences and market trends, and analyze
audience behavior and preferences.
● Acquire skills to apply SEO best practices, improve website
visibility and organic search rankings, and use keyword research
and on-page/off-page optimization techniques.
● Effectively use major social media platforms for marketing,
developing, and executing campaigns to engage audiences and
build communities.
● Design and implement targeted email marketing campaigns using
segmentation and personalization to enhance audience
communication.
 TABLE - 2: MODULE-WISE COURSE CONTENT AND OUTCOME

SI MODULE NAME MODULE CONTENT MODULE LEARNING OUTCOME DURATION

NO (HRS)

1 Introduction to - Overview of Digital ● Understand the 5 hr

Digital Marketing Marketing - Traditional vs. fundamentals of digital
Digital Marketing - Current marketing
Digital Marketing Trends - ● Differentiate between
Career Opportunities in traditional and digital
Digital Marketing marketing
● Recognize current trends
and career opportunities
in digital marketing

2 Social Media - Overview of Social Media ● Develop effective social 5 hr

Marketing (SMM) Platforms - Social Media media strategies
Strategy and Planning - ● Create engaging content
Organic vs Paid Marketing - for different platforms
Creating a Social Media ● Learn about Organic &
Post - Social Media Paid Marketing
Analytics and Tools ● Understand how to
design Social Media Post
● Use analytics tools to
measure social media
performance

3 Search Engine - Basics of SEO - Keyword ● Implement on-page and 5 hr

Optimization (SEO) Research and Analysis - off-page SEO techniques
On-page and Off-page ● Use SEO tools for
Optimization - SEO Tools keyword research and
and Techniques - Creating analysis
an SEO Blog Post Design - ● Understand how to
Creating own blog post - design SEO blog posts
Google Algorithms and ● Understand how to
Updates create Blog posts
● Stay updated with
Google algorithms and
their impact on SEO

4 Pay-Per-Click - Introduction to PPC - ● Plan and execute PPC 5 hr

(PPC) Advertising Benefits of PPC - campaigns
Challenges of PPC - Types ● Understand how PPC
of PPC - Search Ads - works
Display Ads - Video Ads - ● Understand Google ads
Social media ads - keyword research and
Creating a PPC two analysis
different size Ad Design ● Create a PPC ad Design
5 Affiliate Basics of Affiliate ● Understand the principles 5 hr
Marketing Marketing - How affiliate of affiliate marketing
marketing works on ● Set up and manage an
business - Finding and affiliate program
Recruiting Affiliates - ● Develop and Promote
Affiliate Commission - your affiliate product in a
Creating blog posts & blog post
promoting Affiliate Products

6 Content - Importance of Content in ● Develop a content 5 hr

Marketing Digital Marketing - Types of marketing strategy
Content (Blogs, Videos, ● Create and curate
Infographics, etc.) - Content various types of content
Creation Strategies ● Plan and maintain
content

7 - Fundamentals of Email ● Design and execute 5 hr

Email Marketing - Types of Mail email marketing
Marketing Marketing - Building Email campaigns
Lists - Email Campaign ● Build and segment email
Design - lists
● Analyze and report on
email campaign
performance

8 Video Marketing - Importance of Video ● Develop a video 5 hr

Marketing - Types of Video marketing strategy
Content (Tutorials, ● Create various types of
Testimonials, Webinars, video content
etc.) - Video Production ● Understand video
Basics - Video SEO and production basics
Promotion ● Create and promote a
Video

9 Website Importance of Website ● Understand website 5 hr

Marketing Marketing - Website marketing strategy
Marketing Strategy - ● Analyze web analytics to
Website Analysis understand user behavior
 TABLE3: OVERALL COURSE LEARNING OUTCOME ASSESSMENT CRITERIA
AND USE CASES

LEARNING OUTCOME ASSESSMENT CRITERIA USE CASES

● Understanding Digital ● Social media ● Running social media

Marketing campaign planning campaigns for a brand
● Social Media Marketing ● SEO audits and report ● Optimizing a website for
Proficiency ● PPC campaign search engines
● SEO Implementation creation and ● Running PPC campaigns on
● PPC Campaign management Google Ads
Management ● Setting up affiliate ● Managing an affiliate
● Affiliate Marketing programs program
Understanding ● Content creation ● Developing a content
● Content Marketing Strategy assignments marketing plan
● Email Marketing Execution ● Email campaign ● Designing email &
● Video Marketing Skills design and promotions
● Website Marketing implementation ● Creating promotional videos
Techniques ● Video promoting ● Enhancing the user
projects experience of a website
● Website Analysis

TABLE 4: LIST OF FINAL PROJECTS

SI FINAL PROJECT
NO

1 Social Media Ad Design

2 Social Media Ad Campaign

3 SEO Post Design

4 Search engine optimization ( SEO ) Campaign

5 PPC Post Design

6 PPC Campaign

7 Affiliate Marketing

8 Email Marketing Campaign

9 Product Video Marketing

10 Website Analysis

TABLE 5: COURSE ASSESSMENT RUBRICS (TOTALMARKS:75)

ASSESSMENT DESCRIBE THE CRITERIA OF THE BELOW CATEGORY TOTAL

CRITERIA PERFORMANCE MARKS

Fair Good Excellent

Social Media Basic social media Active social media Highly effective 10
Marketing presence; limited presence; good social media
Proficiency engagement engagement campaigns; high
engagement

SEO Basic SEO Effective use of SEO Advanced SEO 10

Implementation techniques; limited techniques; good strategies;
keyword research keyword research comprehensive
keyword analysis
PPC Campaign Basic PPC Well-managed PPC Highly effective 10
Management campaigns; limited campaigns; good PPC campaigns;
optimization optimization excellent
optimization and
performance

Affiliate Marketing Basic setup of affiliate Good affiliate program; Highly successful 10
Understanding program; limited effective recruitment affiliate program;
recruitment excellent
recruitment and
tracking

Email Marketing Basic email design; Well-designed emails; Highly effective 10

Execution limited segmentation good segmentation email campaigns;
excellent
segmentation and
automation

Video Marketing Basic video Good video High-quality video 5

Skills production; limited production; creative production; highly
creativity and engaging creative and
professional

Website Marketing Basic Analysing Good Analysing High Analysing 5

Techniques Low content Medium content Perfect content

Viva