INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE
COURSE OUTLINE: DIGITAL MARKETING
Course Title: Digital Marketing
About the course
It is wise to state that the growth of the digital media channels can only be designated as
breathtaking, if not revolutionary. The evaluation of this platform brings about an exciting
and new means of communication that promises to change the way consumers live, entertain,
shop and companies dobusiness in the years to come. In response to the relevance of this
platform as a communication medium, it is essential to have an understanding of this medium
and a direction is required concerninghow marketersuse this medium as a means of marketing
communication. Special attention will also be paid to the role of the digital media in the
global and Indian marketing scenario.
COURSE OBJECTIVES
• To understand the basic principles of digitalmarketing within the context of the
marketing mix.
• To understand the ways and means to market the product and services through the
digital media.
• To understand the current dynamics in the business environment and how it impacts
the practice of digitalmarketing.
• To expose students to various companies, websites and their e-business models.
LEARNING OUTCOMES
Specifically, after taking this course, the students will learn:
• Why digitalmarketing is a great tool for marketing of products and services.
• How marketers apply digitalmarketing.
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• How to design, use and optimize the website for marketing of products and services.
• How is technology changing the way we market on the digital media platforms.
• The trends and future of digital Marketing.
SESSION PLAN
Sessions Topics Cases
Introduction to Digital The Vanca: Reworking Digital Marketing
Marketing, its relevance, Strategy (W17158-PDF-ENG)
scope. Opportunities and
chellenges, Key impertives (optional case)
in building brands in the Date: Monday, October 12, 2020
1-2 digital world.
Air France Internet Marketing: Optimizing
5 Hours Search Engine Marketing Google, Yahoo!, MSN, and Kayak
(SEM) & Importance of Sponsored Search (KEL319-PDF-
Search Engine ENG)(compulsory case)
Optimization (SEO)
Monday, October 19, 2020
Search advertising, display
advertising & measuring BBVA Compass: Marketing Resource
3-4 the effectiveness. Allocation (511096-PDF-ENG)
5 Hours (compulsory case)
Monday, November 2, 2020
Sunday, November 8, 2020
Vineyard vines and The Brotherhood of the
Traveling Pants (UV7177-PDF-
5 Social media marketing
ENG)(compulsory case)
2 Hrs. 30 Min.
Monday, November 23, 2020
6 AccorHotels and the Digital Transformation:
Enriching Experiences through Content
2 Hrs. 30 Min. Content marketing Strategies along the Customer Journey
(IN1251-PDF-ENG)
(compulsory case)
Monday, November 30, 2020
Improving web experience Thunderbird-Improving the Online
through web performance Experience Web Performance Analytics
7 Analytcis (TB0371-PDF-ENG)
2 Hrs. 30 Min. (optional case)
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Monday, December 7, 2020
8 Analysing Digital Rocket Fuel: Measuring the Effectiveness of
Marketing effectiveness Online Advertising (B5894-PDF-ENG)
2 Hrs. 30 Min.
(optional case)
Monday, December 14, 2020
TEXTBOOK
Seema Gupta (2020) Digital Marketing (2e), Mc Graw Hill Education (India)
Private Limted.
Reference
MoutusyMaity (2017) Internet Marketing: A Practical Approach in the Indian
Context, Oxford University Press, New Delhi, India.
PEDAGOGY
There will be classroom sessions (See the schedule), consisting of conceptual discussion,
cases and presentations. Assignment/presentations will be done individually. The guideline
for the same will be provided separately. All participants are expected to come prepared and
reflect on cases and readings through their observation, which reflects an understanding of
the topic being discussed as well as facilitates the discussion.
EVALUATION
Particulars Percentage
Quiz 20
Components Case Analysis 30
End Term 50
GUIDELINES FOR STUDENTS
• Students are expected to check emails daily since most of the procedural
communication will take place on e-mail.
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• For class participation evaluation, the students are expected to be prepared with the
case as well as with the given readings. It is imperative that students should carry the
prescribed textbook as well as the relevant case during class hours.
• Please present to the class on time. Anyone who comes/present to the class five
minutes after the start of the session will not be permitted to attend the class unless
special permission has been taken by the student in advance.
• Any other engagement is not permitted during the class delivery time as per new
institute guidelines.
• Plagiarism will be dealt with the utmost strictness. Any copying or use of unfair
means in the test and/or project will lead to deduction of marks and other serious
consequences.
• Request for a retest, in case a student scores less marks or is absent on the day of the
test, will not be entertained.
• In case of doubts aboutthe understanding of the subject, the student can consult
directly with the concerned faculty over phone or e-mail during institute timings.
