SECOND YEAR – SPECIALIZATIONS – DIGITAL MARKETING AND COMMUNICATIONS (MINOR ONLY)
This course will look at ‘search’ as an integral part of a digital marketing campaign and how to master search-marketing. Search Marketing comprises primarily of 2 sub-disciplines – search engine optimization (SEO) and pay-per-click (PPC) marketing. While SEO refers to the organic or natural search results thrown up by search engines, PPC refers to the paid-search results that appear on the sides of the search result page. The course will give equal emphasis on both the sub-disciplines. In addition, the course will have a module on display and video advertising.
Social Media and Content Marketing
The course equips students with an understanding of the social media platforms and their role in delivering and receiving marketing messages. It will then focus on creation, curation and dissemination of content through online platforms primarily social media platforms.
This advanced course in digital marketing discusses biddable media options in the digital world with specific focus on display and rich media advertising. It trains students to effectively plan, implement and monitor display campaigns. The objectives of the course are to see how Display ads can help clients meet their goals, to understand the various players in the Display ecosystem, to explain and showcase concepts like Real time bidding, programmatic buying and others, to discuss various display and rich media ad formats ,to guide students to create good display and rich media ads ,to train students to create display ad campaign and manage it, to explain how to measure display campaign performance and optimize it, to learn how to reach different groups of people through specialized targeting on display network and to train students to run display and rich media campaigns on proprietary platforms like Google Adwords, Doubleclick, etc.
Digital Metrics and KPIs
This course introduces the concept of data evolution and how it is revolutionizing the world around us, explains web analytics and digital marketing metrics\KPIs tools. It shows the overview and importance of all kinds of data businesses generate while explaining how organizational data can be used to evaluate business metrics. It explains descriptive, predictive and prescriptive analytics in a business context and showcases importance of data visualization. It also provides overview of tools and techniques in the digital space and trains students on data collection tools and use it generate consumer insights for business.
This course aims to equip students with a framework to understand underlying Digital Business models and routes to market success, to provide an understanding of different digital business strategies available, to acquaint students with digital success and failure factors.
The digital space is so dynamic that new technologies emerge every other day and changes happen regularly. Audiences are constantly ‘curating’ their personality on social media platforms. Marketers need to be updated with changing trends so they can target their audience (location or time based, behavioral or even contextual) or develop new creative ads (rich media ads, videos and more) or optimize search-based campaigns. A digital marketer should be familiar with these technologies and trends to implement and manage digital marketing campaigns effectively.
Digital Campaign Planning
This is an applied capstone course in which students apply their learning from the digital marketing courses of earlier terms to effectively create and manage an integrated digital campaign for a real client. It will guide students to set digital campaign goals, chose apt digital media, choose target audiences, create campaigns, run it, monitor it, make changes and make post campaign reports. In this course students will participate in Google online marketing challenge (GOMC) and run a live digital campaign for a real client across search, display and social platforms.