Unit 1: Understanding
marketing through the internet Module 1: Definition of digital marketing;
origin of digital Marketing, Traditional VS Digital Marketing.
Module 2: Benefits of Digital marketing e.g.
reach, scope, immediacy, interactivity Module 3: The internet micro- and
macro-environment, Internet users in India
Module 4: The internet marketing mix: product
and branding; place e.g. channels, virtual Organizations; price e.g. auctions;
promotions; people; processes; physical evidence. 4 Hours Module 5: Digital
marketing tools/e-tools; the online marketing matrix including business and
Consumer markets; the online customer. Module 6: Interactive order processing:
choosing a supplier; selecting a product; check stock Availability; placing
order; authorization of payment; input of data; data transfer; Order
processing; online confirmation and delivery information; tracking of order;
Delivery; data integrity and security systems;
Unit 2: Use the
internet for promotion using digital marketing Communications Module 7: Search
engine marketing (SEM): definition of SEM, definition of search engine
Optimization (SEO); advantages and disadvantages of SEO; best practice in SEO Module 8: Paid search engine marketing, pay
per click advertising (PPC); landing pages; long Tail concept; geo-targeting
e.g. Google Ad Words; opt in email and email Marketing Module 9: Market research
Module 10: Customer relationship
Marketing
Module 11: Internet communities
Unit 3:Design a Digital
Marketing plan Module 12: Design digital marketing plan, SWOT, situational
analysis, key performance Indicators in internet marketing, Digital Landscape,
P-O-E-M Framework. Module 13: Segmenting
and Customising Messages Module 14:
Digital Advertising Market In India.
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