Strategic Digital Marketing
Subject Overview
The first Digital Marketing group elective, covering digital marketing's strategic role and consumer decision journey, digital marketing planning and integrated communication, e-commerce and platform-based business models with AI/CRM applications, and marketing automation and emerging technologies like AR/VR and the metaverse. A 4-credit elective theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Digital marketing strategy fundamentals
Evolution from traditional marketing, digital economy and online business models, omnichannel marketing, digital marketing ecosystem, digital consumer behaviour and customer decision journey, customer persona development, role of data in digital marketing decisions
Unit 2: Digital marketing planning
Planning process and framework, environmental and competitor analysis, STP in digital environments, online branding and brand equity, integrated digital marketing communication, website planning, customer engagement and retention, content planning and campaign budgeting
Unit 3: Platform economy and ethics
E-commerce and platform-based business models, mobile and social commerce, online reputation management, cybersecurity and legal aspects, data privacy regulations, AI and machine learning applications, chatbot integration, role of CRM systems
Unit 4: Marketing automation and emerging technology
Marketing automation systems, influencer economy, voice search and voice commerce, AR/VR in digital marketing, metaverse marketing, blockchain applications, digital transformation case studies across retail, banking, healthcare, hospitality and education