Digital Marketing

Course Code: MCA- 128

Credit : 4

Course Name: Digital Marketing

INSTRUCTIONS TO PAPER SETTERS:

1. Question No. 1 should be compulsory and cover the entire syllabus. There should be 10 questions of short answer type of 2.5 marks each, having at least 2 questions from each unit.

2. Apart from Question No. 1, rest of the paper shall consist of four units as per the syllabus. Every unit should have two questions to evaluate analytical/technical skills of candidate. However, student may be asked to attempt only 1 question from each unit. Each question should be of 12.5 marks, including its subparts, if any.

3. Examiners are requested to go through the Course Outcomes (CO) of this course and prepare the question paper accordingly, using Bloom’s Taxonomy (BT), in such a way that every question be mapped to some or other CO and all the questions, put together, must be able to achieve the mapping to all the CO(s), in balanced way.

LEARNING OBJECTIVES: In this course, the learners will be able to develop expertise related to the following:-

1. Overall understanding of Digital Marketing.

2. Various strategies involved in Marketing products and Services Digitally.

3. Understanding of Digital Marketing Platforms.

4. Techniques for Search Engine Optimization (SEO) and Mobile Marketing.

5. Develop insight on Current Trends – Digital and Social Statistics (Infographics).

COURSE OUTCOMES (COs): After completion of this course, the learners will be able to:-

Interpret Digital Marketing preliminaries.
Build effective Digital Marketing strategies for different products and services.

SYLLABUS

UNIT – I

No. of Hours: 10

Chapter / Book Reference: TB1 [Chapter 1]

Introduction to Digital Marketing: Evolution of Digital Marketing from traditional to modern era, Role of Internet, Current trends, Info-graphics, implications for business & society, Emergence of digital marketing as a tool, Drivers of the new marketing environment, Digital marketing strategy, P.O.E.M. framework, Digital landscape, Digital marketing plan, Digital marketing models

UNIT – II

No. of Hours: 10

Chapter / Book Reference: TB1 [Chapters 2-3]

Internet Marketing and Digital Marketing Mix: Internet Marketing, opportunities and challenges, Digital marketing framework, Digital Marketing mix, Impact of digital channels on IMC Email Marketing: Basics of Email Marketing, Opt-in Email Permission Marketing, Online PR, Interactive Advertising, Online Partnerships, Viral Marketing, Blogs Search Engine Advertising: Search Advertisements, Ad Placement, Ad Ranks, Creating Ad Campaigns, Campaign Report Generation Display Marketing: Types of Display Ads, Buying Models, Programmable Digital Marketing, Analytical Tools, YouTube marketing, Trends in digital advertising

UNIT – III

No. of Hours: 12

Chapter / Book Reference: TB1 [Chapter 4-9 ]

Social Media Marketing – Role of Influencer Marketing, Tools & Plan: Introduction to social media platforms, penetration & characteristics, Building a successful social media marketing strategy Facebook Marketing: Introduction to Facebook Marketing, Creating Advertising Campaigns, Adverts, Facebook Marketing Tools Linkedin Marketing: Introduction and Importance of Linkedin Marketing, Framing Linkedin Strategy, Lead Generation through Linkedin, Content Strategy, Analytics and Targeting Twitter Marketing: Introduction to Twitter Marketing, how twitter Marketing is different than other forms of digital marketing, framing content strategy, Twitter Advertising Campaigns Instagram and Snapchat: Digital Marketing Strategies through Instagram and Snapchat Mobile Marketing: Mobile Advertising, Forms of Mobile Marketing, Features, Mobile Campaign Development, Mobile Advertising Analytics

UNIT – IV

No. of Hours: 8

Chapter / Book Reference: TB1 [Chapters 10-11]

Introduction to Search Engine Optimization (SEO): Introduction and need for SEO, How to use internet & search engines, search engine and its working pattern, On-page and off-page optimization, SEO Tactics, Introduction to Search Engine Marketing (SEM) Web Analytics: Introduction to social media metrics, Google Analytics , Google AdWords, data collection for web analytics, multichannel attribution, Universal analytics, Tracking code

Syllabus of Master of Computer Applications (MCA), approved by 52nd (online) BoS of USIC&T held on 29.11.2020 and AC

Sub Committee held on 30.11.2020 to be made effective from the Academic Year 2020-2021 onwards

TEXT BOOKS:

TB1.Seema Gupta, “Digital Marketing”, Mc-Graw Hill, 8th Edition, 2018.

TB2.Ian Dodson, “The Art of Digital Marketing”, Wiley, 2017.

REFERENCE BOOKS:

RB1.Chhafey D., Ellis-Chadwick F., Johnston K. and Mayer R, “Internet Marketing: Strategy, Implementation and Practice”, Pearson Education, 2018.

RB2.Strauss, Judy and Frost, Raymond, “E-Marketing”, PHI Learning Pvt. Ltd., 2013.

RB3.Puneet Singh Bhatia, “Fundamentals of Digital Marketing”, Pearson, 2nd Edition,

Pedagogy

1) Handwritten Assignments-1

2) Previous year Questions Assignment-2

3) Previous year Questions Assignment-3

4) Lab File [Create Social media CALENDER only coloured printout is required ] Explore -1 2 3

5) PPT

6) Flip class

7) Research Paper

8) Internal Exam [in April]

9) Minor Project [a) Configure Google ads b) Configure Analytics c) Create Business Plan ]

10) University Exam [ in June]

Handwritten Assignments-1

📑 Assignment Questions

Qs 1. Critically analyze the evolution of digital marketing from the traditional era to the modern era. How has the role of the Internet transformed marketing strategies, and what implications does this shift hold for businesses and society? Support your answer with infographics, real-world examples, and relevant digital marketing models.?

Qs 2. Design a comprehensive digital marketing mix for a startup IT company. Discuss opportunities and challenges in Internet marketing, and illustrate how email marketing, search engine advertising, and display marketing can be integrated into a unified campaign. Include campaign report generation metrics and analytical tools in your answer.?

Qs 3. Evaluate the role of influencer marketing in building a successful social media strategy. Compare and contrast approaches across Facebook, LinkedIn, Twitter, Instagram, and Snapchat. How can mobile marketing analytics enhance the effectiveness of these campaigns? Provide case studies and data-backed insights also.?

Qs 4. Explain the importance of SEO and SEM in digital marketing. Differentiate between on-page and off-page optimization techniques, and demonstrate how search engine working patterns influence ad placement and ranking. Use diagrams to show the relationship between SEO tactics, SEM campaigns, and web analytics.?

Qs 5. Develop a digital marketing plan for an e-commerce platform targeting Gen Z consumers. Incorporate the POEM framework, digital landscape analysis, and RACE/AIDA models. Discuss drivers of the new marketing environment, current trends (AI, automation, influencer marketing), and propose measurable KPIs for success.?

Assignment -2

Assignment -3

🎯7) 📑 Research Papers [Suggested Titles ]

1. “Bridging Technology and Strategy: The Role of Digital Marketing in Shaping IT Professional Careers”

2. “From Code to Customer: How IT Professionals Leverage Digital Marketing for Business Growth”

3. “Digital Marketing Competencies as a Strategic Skillset for IT Professionals in the Knowledge Economy”

4. “The Convergence of IT Expertise and Digital Marketing: Implications for Innovation and Enterprise Success”

5. “Empowering IT Professionals Through Digital Marketing: A Pathway to Visibility, Value Creation, and Leadership”

6. “Digital Marketing as a Career Catalyst: Expanding the Role of IT Professionals in the Modern Business Landscape”

7. “Integrating Technical Proficiency with Digital Marketing Strategy: A New Paradigm for IT Professionals”

8. “The Evolution of IT Roles in the Digital Era: Marketing Skills as Drivers of Professional Advancement”

🔐 Cybersecurity & Hacking

“Digital Marketing Strategies for Cybersecurity Awareness: Bridging Technology and Public Engagement”
“The Role of Digital Marketing in Ethical Hacking and Cyber Defense Education”
“Cybersecurity Meets Digital Marketing: Building Trust in a Data-Driven Economy”

🌐 Internet of Things (IoT)

“Marketing the Internet of Things: Digital Strategies for Adoption and Consumer Trust”
“IoT and Digital Marketing Convergence: Enhancing Smart Ecosystem Visibility”
“From Devices to Decisions: Digital Marketing as a Driver for IoT Business Models”

💼 Business Development & Coding

“Code Meets Commerce: Digital Marketing as a Catalyst for IT Business Development”
“Integrating Coding Skills with Digital Marketing: A Pathway to Entrepreneurial Success”
“Digital Marketing for Developers: Translating Technical Innovation into Market Value”

🧑‍💻 System Analyst & IT Leadership

“System Analysts as Digital Marketers: Aligning Technical Insights with Strategic Communication”
“The IT Head’s Digital Marketing Playbook: Driving Organizational Growth in the Digital Era”
“Digital Marketing Competencies for CEOs: Leadership in the Age of Data and Connectivity”

📊 Marketing Leadership

“The Marketing Head’s Toolkit: Integrating Digital Strategies with Organizational Vision”
“Digital Marketing Leadership: Redefining Roles of CMOs in Tech-Driven Enterprises”

🛒 E-Commerce & Special Job Profiles

“Digital Marketing as the Backbone of E-Commerce: Strategies for Sustainable Growth”
“E-Commerce Professionals and Digital Marketing Synergy: Enhancing Customer Experience”
“Personal Branding in E-Commerce Careers: Leveraging Digital Marketing for Visibility”

🌟 Personal Branding

“Digital Marketing for IT Professionals: Building Personal Brands in a Competitive Landscape”
“From Anonymous to Influential: Personal Branding Through Digital Marketing in Tech Careers”
“The Digital Persona: How Professionals Use Marketing Tools for Career Advancement”

Explore Business Plan here!!.......

Minor Project-1: Create and Manage a Google AdWords Campaigns with each screenshots

Develop a Google AdWords campaign for a specific product or service of your choice (e.g., an online course, a retail store, or a mobile app).
Define the following:

Campaign objective (e.g., brand awareness, lead generation, or sales).
Target keywords using Google Keyword Planner.
Campaign type (e.g., Search Ads, Display Ads, Shopping Ads, or Video Ads).
Set a daily budget and bidding strategy.

Create ad copies for at least three types of campaigns with headlines and descriptions.
Provide a mock performance report showing how you would track key metrics like CTR, CPC, and impressions.

Minor Project-2 : Create a sample analytics report (real or mock data) using Google Analytics Configuration for Interpreting Google Analytics for a Website

Choose a real or fictional website and simulate the configuration of Google Analytics for it.
Define:

The website's goals (e.g., user sign-ups, product purchases, or content downloads).
Conversion tracking setup (e.g., tracking form submissions or button clicks).
Traffic sources (e.g., direct, organic search, social media).

Provide a step-by-step guide on configuring Google Analytics, including screenshots (if possible).
Analyze a mock data report and provide insights on user behavior, traffic sources, and areas for improvement.

Introduction to Digital Marketing

Digital marketing is the art and science of promoting products, services, or ideas using digital channels like search engines, social media, websites, and mobile apps. It answers the what, why, when, who, where, and how of modern marketing—and offers strong career prospects worldwide.

Digital marketing can also be defined in multiple ways depending on the perspective—business, technology, or communication.

Digital marketing, or online marketing, is the practice of promoting brands, products, or services through digital channels. It uses the internet and various online platforms to reach customers, boost brand visibility, and support business growth.
Digital marketing refers to the use of digital channels, platforms, and technologies to connect with customers, build brand awareness, and drive sales. It encompasses strategies like SEO, content marketing, social media, and paid advertising.
Digital marketing is the use of websites, apps, mobile devices, social media, search engines, and other digital means to promote and sell products and services.

Entire Digital Marketing effort is revolving around Planning only

What is Digital Marketing Strategy

A digital marketing strategy is a structured plan that defines how a business will use digital channels, tools, and tactics to achieve specific marketing goals such as brand awareness, customer engagement, lead generation, or sales. It acts as the roadmap guiding all online marketing activities.

📖 Definition

A digital marketing strategy outlines the purpose, direction, and methods for promoting products or services online.
It differs from a digital marketing plan, which is the tactical execution (campaigns, budgets, timelines).
According to FlippingBook Blog, it is the most important tool in a marketer’s toolkit, combining goals, plans, and tactics into a cohesive framework.

💡 Why It Matters

Focus: Ensures campaigns align with business objectives.
Efficiency: Prevents wasted resources on random activities.
Measurement: Provides KPIs to track success.
Adaptability: Helps businesses pivot with changing trends.

🛠️ Key Components of a Digital Marketing Strategy

Goal Setting: SMART goals (e.g., increase website traffic by 20% in 6 months).
Audience Identification: Define buyer personas (age, interests, behaviors).
Channel Selection: SEO, social media, email, PPC, influencer marketing.
Content Strategy: Blogs, videos, infographics, podcasts.
Budget Allocation: Paid ads vs. organic growth.
Measurement: KPIs like CTR, conversion rate, ROI.
Optimization: Continuous improvement based on analytics.

📊 Types of Digital Marketing Strategies

Content Marketing: Blogs, whitepapers, videos.
SEO Strategy: Optimizing for search engines.
Social Media Strategy: Engagement through platforms like Instagram, LinkedIn.
Email Marketing Strategy: Personalized campaigns.
Paid Advertising Strategy: Google Ads, Facebook Ads.

📈 Examples

Starbucks: Uses loyalty apps integrated with social media campaigns.
Nike: Combines influencer marketing with short-form video content.
Amazon: Relies on SEO and personalized recommendations.

🌍 Implications

For businesses: Builds visibility, drives sales, strengthens customer relationships.
For society: Shapes consumer behavior, democratizes information, but raises privacy concerns.

✅ In summary: A digital marketing strategy is the blueprint for achieving marketing success online. It defines what to do, why it matters, who to target, where to act, and how to measure results, ensuring businesses thrive in the digital age.

🧩 Key Elements Across Definitions

Channels: Websites, apps, social media, search engines, email, mobile.
Purpose: Promote products/services, build brand visibility, drive engagement and sales.
Nature: Interactive, measurable, and data-driven compared to traditional marketing.
Examples:
- A YouTube ad before a video (video marketing).
- Instagram influencer campaigns (social media marketing).
- Google Ads targeting search queries (search engine marketing).

📊 Quick Comparison Table

Source	Focus Area	Example Highlight
GeeksforGeeks	Promotion via digital channels	YouTube ads
Forbes	Strategies & customer connection	SEO, paid ads
Investopedia	Tools & platforms for promotion	Social media

✅ In summary: Digital marketing is broadly defined as the use of digital technologies and platforms to promote, engage, and sell, but each source emphasizes slightly different aspects—channels, strategies, or tools.

🔎 What is Digital Marketing?

Definition: The use of online platforms and digital technologies to reach, engage, and convert customers.
Core Areas: SEO, social media marketing, content creation, email campaigns, PPC advertising, influencer marketing, and analytics.

💡 Why Digital Marketing?

Cost-effective: Cheaper than traditional advertising.
Measurable: Real-time analytics track ROI.
Personalized: Tailored campaigns based on user data.
Reach: Global audience at the click of a button.
Fact: India’s digital advertising market is projected to grow 20.2% in 2025, reaching ₹59,200 crore.

📅 When Did It Emerge?

1990s: Rise of the internet and search engines.
2000s: Social media platforms like Facebook and YouTube transformed outreach.
2010s–2020s: Mobile-first, AI-driven, influencer-led strategies dominate.

👥 Who Uses Digital Marketing?

Businesses: From startups to global corporations.
Institutions: Universities, NGOs, governments.
Individuals: Freelancers, influencers, entrepreneurs.
Example: Netflix uses recommendation algorithms to retain subscribers.

🌍 Where is Digital Marketing Applied?

Platforms: Google, Facebook, Instagram, LinkedIn, TikTok, YouTube.
Devices: Smartphones, laptops, tablets, smart speakers.
Industries: Retail, education, healthcare, entertainment, finance.

⚙️ How Does Digital Marketing Work?

Strategy: Define goals (brand awareness, sales, engagement).
Targeting: Identify audience segments.
Execution: Run campaigns across SEO, social, PPC, email.
Measurement: Use KPIs like CTR, conversion rate, ROI.
Optimization: Refine campaigns based on analytics.

📈 Job Prospects After Cultivating Digital Marketing Skills

Roles:
- Digital Marketing Manager
- SEO Specialist
- Content Strategist
- Social Media Manager
- PPC/SEM Expert
- Data Analytics Specialist
Salary Range (India, 2025):
- Entry-level: ₹3–5 LPA
- Mid-level: ₹6–12 LPA
- Senior roles: ₹15–30 LPA+
Global Demand: With 4.9B social media users worldwide, digital marketing skills are in demand across industries.
Growth: India’s digital economy is expanding rapidly, making this one of the most future-proof careers.

📊 Infographic (Conceptual)

Digital Marketing Career Path

Learn → Intern → Specialist → Manager → Director → CMO

✅ In summary: Digital marketing is what businesses do to thrive in the digital age. It emerged with the internet, is driven by data and personalization, and is applied across industries worldwide. Cultivating this skill opens doors to high-paying, future-proof careers in India and globally.

Sources: IIDE Career Guide, Shiksha Career Scope, Forbes Digital Marketing Overview

1️⃣ Evolution of Digital Marketing: From Traditional to Modern Era

Traditional Era:
- Print ads, radio, TV, billboards.
- One-way communication, limited tracking.
- Example: Newspaper classifieds in the 1990s.
Modern Era:
- Interactive, measurable, personalized.
- Example: Google Ads, Instagram campaigns.
Fact: Digital ad spend crossed $600B globally in 2023, surpassing traditional media.
Diagram Idea: Timeline showing shift from Print → Broadcast → Internet → Social → AI-driven marketing.

2️⃣ Role of the Internet

Global Reach: Businesses can target audiences worldwide.
Real-Time Interaction: Chatbots, live streams, instant feedback.
Data-Driven Decisions: Analytics tools track user behavior.
Example: Amazon’s recommendation engine based on browsing history.
Table:

Traditional Marketing	Digital Marketing
One-way communication	Two-way interaction
Limited reach	Global reach
Hard to measure	Real-time analytics

3️⃣ Current Trends

AI & Automation: Predictive analytics, chatbots.
Influencer Marketing: 67% of brands increased influencer budgets in 2024.
Short-form Video: TikTok, Instagram Reels dominate engagement.
Voice Search: 55% of households expected to use smart speakers by 2025.
Example: Nike’s TikTok challenges for Gen Z engagement.
Infographic Idea: Pie chart showing % share of marketing spend by channel (social, search, video, influencer).

4️⃣ Implications for Business & Society

Business:
- Cost-effective, measurable ROI.
- Global competition.
Society:
- Democratization of information.
- Risks: misinformation, privacy concerns.
Fact: 81% of consumers research online before major purchases.
Example: Political campaigns using digital ads to influence voters.

5️⃣ Emergence of Digital Marketing as a Tool

Shift from Mass to Targeted Marketing.
Example: Netflix’s personalized recommendations.
Fact: 90% of marketers say personalization improves customer relationships.

6️⃣ Drivers of the New Marketing Environment

Data Explosion: Big data analytics.
Mobile Penetration: 6.9B smartphone users globally in 2025.
Social Media Adoption: 4.9B users worldwide.
Example: WhatsApp Business API enabling SMEs to connect directly with customers.

7️⃣ Digital Marketing Strategy

Steps:
1. Define SMART goals.
2. Identify audience.
3. Choose channels.
4. Allocate budget.
5. Measure KPIs.
Example: Starbucks loyalty app integrated with social media.
Diagram Idea: Funnel showing Awareness → Engagement → Conversion → Retention.

8️⃣ P.O.E.M. Framework (Paid, Owned, Earned Media)

Media Type	Examples	Strengths	Weaknesses
Paid	Google Ads, Facebook Ads	Quick reach	Costly
Owned	Website, blog, app	Full control	Needs upkeep
Earned	Reviews, shares, PR	High trust	Unpredictable

Example: Apple’s owned media (website), paid ads (Google), earned media (reviews).

9️⃣ Digital Landscape

Components: Search engines, social media, e-commerce, apps, AI tools.
Fact: Google processes 8.5B searches/day.
Example: Instagram has over 2B monthly active users.
Infographic Idea: Map of digital ecosystem (Search, Social, Email, Mobile, AI).

🔟 Digital Marketing Plan

Steps:
- Audit current presence.
- Set SMART goals.
- Select channels (SEO, SEM, social, email).
- Allocate budget.
- Measure & optimize.
Example: A university planning campaigns for admissions season.