Introduction to Digital Marketing

Course details

This course provides a comprehensive introduction to the fundamental aspects of digital marketing, focusing on the various digital channels, strategies, and analytical tools used in the digital landscape.

Start Date

TBD

Target Audience

Undergraduate students venturing into the world of blockchain, with or without a prior technical background.

Duration

14-15 weeks (28 Classes)

Learning Objectives

Understand the digital marketing landscape including its history, current trends, and future directions.
Gain knowledge of various digital marketing channels such as email, social media, and search engines.
Develop foundational skills in creating, managing, and optimizing digital marketing campaigns.
Learn the basics of digital analytics to measure and enhance the effectiveness of digital marketing efforts.

Learning path

Unit 1: Understanding Digital Marketing (4)
Unit 2: Website Marketing (4)
Unit 3: Social Media Marketing (5)
Unit 4: Search Engine Marketing (5)
Unit 5: Email Marketing (4)
Unit 6: Digital Analytics & Reporting (6)

Topics covered

Evolution of Digital Marketing.
Digital Marketing vs Traditional Marketing.
Components of Digital Marketing.
Digital Marketing Strategy Framework.

Website Planning & Structure.
SEO Basics: On-Page and Off-Page.
Content Marketing Essentials.
User Experience and User Interface Design.

Overview of Social Media Platforms.
Crafting Social Media Strategy.
Content Creation and Curation.
Social Media Analytics.
Influencer Marketing.

Introduction to SEM: PPC & CPC.
Keyword Research and Targeting.
AdWords and Bing Ads.
Campaign Planning and Management.
Performance Measurement and Analytics.

Email Campaign Planning.
Designing Effective Emails.
ISegmentation and Personalization.
Email Metrics and Compliance.

Introduction to Google Analytics.
Understanding Key Metrics.
Data Interpretation and Reporting.
Conversion Tracking.
Making Data-driven Marketing Decisions.
Legal and Ethical Considerations in Digital Analytics.

Grading:

Class Participation: 10%
Assignments and Quizzes: 40%
Group Project: 20%
Final Examination: 30%

Prerequisites:

Statistics for Business.
Introduction to MIS.

Reading Material:

Core textbooks on digital marketing principles.
Case Studies on Successful Digital Marketing Campaigns.
Articles and current research in digital marketing.

Assignments:

Practical assignments involving the creation of mock digital marketing campaigns.
Analyzing case studies of successful digital marketing strategies.
Weekly quizzes on reading material and lecture content.

Faculty: A renowned academic with a blend of theoretical and practical experience in blockchain technology.

Teaching Instructors: TBD