Lovely Professional University, Punjab

Course Code Course Title Course Planner Lectures Tutorials Practicals Credits
MKT309 WORKSHOP ON DIGITAL MARKETING 21033::Dr. Avinash Rana 0 0 3 2
Course Weightage ATT: 5 CAP: 45 ETP: 50 Exam Category: X6: Mid Term Exam: Not Applicable – End Term Exam:
Practical
Course Orientation PLACEMENT EXAMINATION, SKILL ENHANCEMENT, SOFTWARE SKILL

Course Outcomes :Through this course students should be able to

CO1 :: outline a comprehensive digital marketing strategy

CO2 :: examine the use of search engines and social networking sites for brand promotions
CO3 :: assess the use of search engines and social networking sites for brand promotions
CO4 :: review application of analytics in understanding the outcomes of digital markeitng efforts

TextBooks ( T )
Sr No Title Author Publisher Name
T-1 FUNDAMENTALS OF DIGITAL PUNEET SINGH PEARSON
MARKETING BHATIA
Reference Books ( R )
Sr No Title Author Publisher Name
R-1 B2B DIGITAL MARKETING: MICHAEL MILLER PEARSON
USING THE WEB TO MARKET
DIRECTLY TO BUSINESSES
R-2 DIGITAL MARKETING SEEMA GUPTA MC GRAW HILL

Relevant Websites ( RW )
Sr No (Web address) (only if relevant to the course) Salient Features
RW-1 www.seodigger.com A website to learn SEO tricks and techniques with tracking systems.

RW-2 www.wix.com Design free websites with wonderful applications

RW-3 www.google.com/analytics Google analytics to measure website performances

RW-4 www.way2sms.com An online promotional tool to perform SMS based marketing

RW-5 www.blogger.com Design blog using the website

RW-6 www.adwords.google.com Generating adwords for websites and running online promotions

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
 RW-7 www.klout.com Social networking analytics

Scheme for CA:

CA Category of this Course Code is:A0101 (1 out of 1)

Component Weightage (%) Mapped CO(s)

Assignment 100 CO1, CO2,
CO3, CO4

Details of Academic Task(s)

Academic Task Objective Detail of Academic Task Nature of Academic Academic Task Marks Allottment /
Task Mode submission
(group/individuals) Week
Assignment Make students able Students have to select a company of their choice and review its Individual Online 100 2 / 12
to critically review website; i.e. they have to figure out its USP, strengths, weakness,
websites,blogs loading time, user-friendliness etc and they have to select the
company's competitor. They have to reason out why they have
selected the said company as the competitor and analyse the
website on the same parameters used earlier. Finally they have to
give a rating to both the websites out of 5 and justify the rating.
Evaluation Parameters: 1. Review of both websites - 10 marks 2.
Justification for selecting the competitor - 5 Marks 3. Rating and
Justification for rating - 5 Marks 4. Report Writing - 10 Marks
Students are supposed to create their own blogs on Blogger or
Wordpress and make at least 10 posts. They also have to promote
their blog and gather followers. Each student must have at least 200
followers on their blogs. The content posted on their blogs should
not be plagiarized. Students would be evaluated on the following
parameters: 1. Design - 10 Marks 2. Content - 5 Marks (10 posts is
the minimum to make them eligible for scoring in this parameter.
Beyond this for every post 1 Mark) 3. Followers - 5 Marks (200 is
the minimum to make them eligible for scoring in this parameter) 4.
Promotion tools used - 10 marks The students in a group of 3-4
members would be asked to identify their own area of interest on
which they would be building their website. Students will be
evaluated on the following Parameters: 1. Design and Layout - 5
Marks 2. Ease of Navigation - 5 Marks 3. User Engagement - 10
Marks 4. Functionality - 5 Marks 5. System to gather analytics - 5
Marks 6. Revenue Model - 10 Mark

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
MOOCs/ Certification etc. not-mapped with the Academic Task(s) (Available for students for better learning/ will get students ready for )
Name Of Certification/Online Course/Test/Competition mapped Type Offered By Organisation
BASICS OF DIGITAL MARKETING MOOCs SWAYAM

Detailed Plan For Practicals

Practical No Broad topic Subtopic Other Readings Learning Outcomes

Practical 1 Online marketing foundations digital marketing strategy To analyze and understand the
importance of building a companies online
presence.
Topics: Building a business, brand and marketing
strategy.
Practical 2 Online marketing foundations exploring digital marketing RW-2 To explore the main
components of digital marketing.
Topics: Components of digital marketing and
digital marketing landscape
Practical 3 Online marketing foundations starting with a website RW-2 To learn the basic designing
of a website design.
Practical 4 Online marketing foundations starting with a website RW-2 To learn the basic designing
of a website design.
Practical 5 Online marketing foundations starting with a website RW-2 To learn the basic designing
of a website design.
Practical 6 Online marketing foundations starting with a website RW-2 To learn the basic designing
of a website design.
Practical 7 Online marketing foundations starting with a website RW-2 To learn the basic designing
of a website design.
Practical 8 Online marketing foundations user interface design (UI) To enhance the user
experience on a website.
Topic: Making your website content convert,
choosing a responsive design and using Google Tag
manager.
Online marketing foundations user experience design (UXD) To enhance the user
experience on a website.
Topic: Making your website content convert,
choosing a responsive design and using Google Tag
manager.
Practical 9 Content marketing foundations of content marketing To develop content which is
relevant and effective for each individual.
Topics: Creating buyer personas and buyer
journeys, Developing a brand voice, Setting content
goals and choosing content technology.

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Practical 10 Content marketing creation of content plan To learn about what is to be
included in the content?
Topics: Brainstorming ideas and creating content
arcs, Mapping your content to sales funnel,
Choosing your content types
Practical 11 Content marketing content creation and promotion To learn about content writing
and its promotion
Topics: Writing and editing, Design, Curating
content, Working with lean content creation,
Outlining a promotional strategy
Practical 12 Content marketing measuring content effectiveness How to measure content
effectiveness?
Topics- Defining your measurement goals,
Tracking with early, mid and late stage metric.
Practical 13 Content marketing designing and developing blogs RW-5 Learn the methods of designing
a blog.
Topic- Blog Designing
Content marketing creating, promoting and measuring Learn the methods of designing
blog content a blog.
Topic- Blog Designing
Content marketing using photos in content marketing Learn the methods of designing
a blog.
Topic- Blog Designing
Practical 14 Search Engine optimization keywords as the foundation of SEO RW-1 To identify the right keywords
to focus on SEO efforts.
Topics- Keyword research plan, Understanding
keyword attributes and distribution.
Practical 15 Search Engine optimization tracing searcher intent from keyword Learning to manage the
searches keyword data.
Topics: Creating a keyword spreadsheet, Finding
keywords, Finding phrase patterns, Organizing bu
prefix and suffix, searching for synonyms and
planning for plurals.
Practical 16 Search Engine optimization adding three-dimensional keyword To learn the concept of peaks
data and valleys for different keywords.
Topics: Intersect keyword demand and keyword
trends, finding keyword search trends.
Practical 17 Search Engine optimization using keyword management tools To learn about different tools
for keyword management.
Topics- Keyword research software and options,
Raven tools, Moz, SEMrush, Keyword Discovery.
Practical 18 Search Engine optimization adding keywords to website To learn about on page
optimization.
Topic:Understanding about page title, Understand
the page structure, Strategies for structure, scanning
and spiders. Integrating keywords with the website,
Considering alternative attributes and title attributes

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Practical 19 Search Engine optimization link building strategies To use different link building
strategies.
Topics-Building internal and external links, Finding
link building opportunity and executing a link
building strategy.
Practical 20 Search Engine optimization local search To measure the SEO
effectiveness and going Local.
Topics- Measuring SEO performance, Analyzing
keywords and links, Understanding local search and
setting up Google MyBusiness.
Search Engine optimization measuring SEO effectiveness To measure the SEO
effectiveness and going Local.
Topics- Measuring SEO performance, Analyzing
keywords and links, Understanding local search and
setting up Google MyBusiness.
Search Engine optimization managing keyword data To measure the SEO
effectiveness and going Local.
Topics- Measuring SEO performance, Analyzing
keywords and links, Understanding local search and
setting up Google MyBusiness.
Practical 21 Paid search researching keywords To bring more customers to
your site and how to gain more value for money.
Topics: Understanding the Adwords structure,
quality score and the auction system. targeting with
keywords, creating a campaign and an
advertisement.
Paid search creating a campaign To bring more customers to
your site and how to gain more value for money.
Topics: Understanding the Adwords structure,
quality score and the auction system. targeting with
keywords, creating a campaign and an
advertisement.
Paid search creating an advertisement RW-6 To bring more customers to
your site and how to gain more value for money.
Topics: Understanding the Adwords structure,
quality score and the auction system. targeting with
keywords, creating a campaign and an
advertisement.
Paid search pay per click advertising RW-6 To bring more customers to
your site and how to gain more value for money.
Topics: Understanding the Adwords structure,
quality score and the auction system. targeting with
keywords, creating a campaign and an
advertisement.

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Practical 22 Paid search pay per click advertising RW-6 To bring more customers to
your site and how to gain more value for money.
Topics: Understanding the Adwords structure,
quality score and the auction system. targeting with
keywords, creating a campaign and an
advertisement.
Paid search creating an advertisement RW-6 To bring more customers to
your site and how to gain more value for money.
Topics: Understanding the Adwords structure,
quality score and the auction system. targeting with
keywords, creating a campaign and an
advertisement.
Paid search creating a campaign To bring more customers to
your site and how to gain more value for money.
Topics: Understanding the Adwords structure,
quality score and the auction system. targeting with
keywords, creating a campaign and an
advertisement.
Paid search researching keywords To bring more customers to
your site and how to gain more value for money.
Topics: Understanding the Adwords structure,
quality score and the auction system. targeting with
keywords, creating a campaign and an
advertisement.
Practical 23 Social media marketing building online community To perform social media
marketing.
Social media marketing understanding social media marketing RW-7 To perform social media
marketing.
Social media marketing growing an online community To perform social media
marketing.
Practical 24 Social media marketing tweeting on twitter learning to create the
conversations.
Social media marketing building presence on twitter learning to create the
conversations.
Social media marketing getting started with twitter learning to create the
conversations.
Practical 25 Social media marketing getting started with twitter learning to create the
conversations.
Social media marketing building presence on twitter learning to create the
conversations.
Social media marketing tweeting on twitter learning to create the
conversations.
Practical 26 Social media marketing marketing on facebook Learning to make a mark
using Facebook
Social media marketing getting started with facebook Learning to make a mark
using Facebook

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Practical 27 Social media marketing getting started with facebook Learning to make a mark
using Facebook
Social media marketing marketing on facebook Learning to make a mark
using Facebook
Practical 28 Social media marketing understanding instagram and Using the potential of Instagram
advertising on instagram for marketing purposes.
Practical 29 Social media marketing engaging audience Learning the basics of
LinkedIn.
Social media marketing finding audience Learning the basics of
LinkedIn.
Social media marketing developing linkedin’s business Learning the basics of
strategy LinkedIn.
Practical 30 Social media marketing developing linkedin’s business Learning the basics of
strategy LinkedIn.
Social media marketing finding audience Learning the basics of
LinkedIn.
Social media marketing engaging audience Learning the basics of
LinkedIn.
Practical 31 Marketing and monetizing on monetizing with YouTube partner Learning to produce valuable
YouTube program content and building audience
Marketing and monetizing on understanding YouTube Learning to produce valuable
YouTube content and building audience
Practical 32 Marketing and monetizing on customizing the channel Learning to write the
YouTube description about a YouTube channel and attracting
subscribers.
Marketing and monetizing on building an audience Learning to write the
YouTube description about a YouTube channel and attracting
subscribers.
Practical 33 Marketing and monetizing on advanced video optimization on Learning about the video
YouTube YouTube optimization options on YouTube.
Practical 34 Marketing and monetizing on advanced video optimization on Learning about the video
YouTube YouTube optimization options on YouTube.
Practical 35 Marketing and monetizing on using YouTube analytics Learning about the video
YouTube optimization options on YouTube.
Practical 36 Email Marketing understanding of how email fits into a Using email as a marketing
marketing plan tool.
Email Marketing managing the audience Using email as a marketing
tool.
Email Marketing audience engagement Using email as a marketing
tool.
Email Marketing email marketing tools and setup Using email as a marketing
tool.
Practical 37 Mobile Marketing mobilizing web presence Learning to launch a SMS
campaign

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.
Practical 37 Mobile Marketing SMS campaign and building mobile Learning to launch a SMS
applications campaign
Mobile Marketing understanding mobile marketing RW-4 Learning to launch a SMS
campaign
Practical 38 Web Analytics setting up goals Learning the core concepts of
web analytics.
Web Analytics understanding analytics core concepts RW-3 Learning the core concepts of
web analytics.
Web Analytics using different types of reports Learning the core concepts of
web analytics.
Practical 39 Web Analytics using different types of reports Learning the core concepts of
web analytics.
Web Analytics understanding analytics core concepts RW-3 Learning the core concepts of
web analytics.
Web Analytics setting up goals Learning the core concepts of
web analytics.
Practical 40 Web Analytics setting up goals Learning the core concepts of
web analytics.
Web Analytics understanding analytics core concepts RW-3 Learning the core concepts of
web analytics.
Web Analytics using different types of reports Learning the core concepts of
web analytics.
Practical 41 Affiliate marketing foundations fundamental affiliate marketing Learning the basics to be an
principles affiliate
Affiliate marketing foundations preparations for affiliate marketing Learning the basics to be an
affiliate
Affiliate marketing foundations rolling out affiliate efforts Learning the basics to be an
affiliate
Practical 42 Affiliate marketing foundations rolling out affiliate efforts Learning the basics to be an
affiliate
Affiliate marketing foundations preparations for affiliate marketing Learning the basics to be an
affiliate
Affiliate marketing foundations fundamental affiliate marketing Learning the basics to be an
principles affiliate
SPILL OVER
Practical 43 Spill Over

An instruction plan is only a tentative plan. The teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.