Unit - I

Digital Marketing 

Basics of Internet, Definition, Meaning Scope, Digital Marketing Process, Increasing Visibility, what is Visibility? Types of Visibility, Examples of visibility, Visitors Engagement, what is engagement? Why it is important Examples of engagement, Inbound and outbound marketing, Advantages of digital Medium over other media, Digital medium in today’s Marketing plan, Website as a base of Digital Marketing 

Unit - II

Website Planning Process 

What is Internet? Understanding domain names & domain extensions, Different types of websites based on functionality, purpose, Planning & Conceptualizing a website. 

Search Marketing 

What is SEO? Introduction to SERP, what are search engines? How search engines work? Types of SEO, Major functions of a search engine, Difference between SEO and SEM, Overview of Google Ad words, Keywords research and analysis, Tracking the success of SEM Search Engine, Digital marketing strategy, Digital Consumer Behavior 

Unit - III

Types of Digital Marketing 

a. Social Media Marketing: Different social Media Channels, social media for various businesses B2C& B2B, Measuring social media ROI 

b. Mobile Marketing: Components of mobile marketing. Different kinds of mobile marketing, mobile marketing ecosystem, Planning, implementing, and optimizing your mobile marketing program. 

c. Content Marketing: Introduction, Objectives of content marketing, Content marketing 7 step strategy building process, types of content with examples. 

d. E-Mail Marketing: The basics of Email Marketing, Types of Email Marketing, setting up email marketing account, Benefits & working of Email Marketing, Email Marketing Campaign 

Unit - IV

Web Analytics 

Digital Measurement Landscape, Introduction to Google analytics, Interpreting the data in Google Analytics, Practical Applications of Digital Marketing