COURSEPACK (2024-25)

1. THE SCHEME
Course Title Digital Marketing Course Type Theory

Course Code D1UA721T Class B. Tech. (CSE)

Activity Credits Credit Hours Total Number of Classes Assessment in

3 3 per Semester Weightage
Lecture

Tutorial 0 0

Self-study
Instruction

Practical
Tutorial
Practical 0 0

Theory
delivery

SEE
CIE
Self-study 0 0

Total 3 3 45 00 00 00 50% 50%

Course
Course Lead Dr. Vipin Rai Geeta Gayatri Behra
Coordinator
Theory Practical
Names 1. Dr. Alok Katiyar
Course
2. Dr. Vipin Rai
Instructors
3. Ms. Geeta Gayatri Behera
4. Mr. Sachin Tyagi

2. COURSE OVERVIEW
In the ever-evolving marketing landscape, it has become imperative for a business to integrate digital marketing efforts into its
overall marketing strategy. Students in this course will explore the development, production and implementation of digital-
marketing delivery methods including, but not limited to, email marketing, web-based marketing, search-engine optimization
(SEO), online advertising, and social media. The curriculum will introduce tools to appropriately measure and evaluate the
effectiveness of digital-marketing campaigns that are designed to improve the experience of the consumer. New trends, as
well as key opportunities for innovation, will also be included. This course provides an extensive overview of digital marketing,
focusing on key strategies, tools, and techniques used in the industry.

3. COURSE OBJECTIVES
• To understand the concept of digital marketing and its real-world implementations.
• To articulate innovative insights of digital marketing enabling a competitive edge.
• To analyze strategies to create and run digital media-based campaigns.

4. PREREQUISITE COURSE

PREREQUISITE COURSE REQUIRED NO

Course code Course Title

If, yes please fill in the Details
NA NA

1
5. PROGRAM OUTCOMES (POs):
PO No. Description of the Program Outcome

PO1 Engineering Knowledge: Apply the knowledge of mathematics, science, engineering fundamentals, and an
engineering specialization to the solution of complex Computer Science and engineering problems.
PO2 Problem Analysis: Identify, formulate, review research literature, and analyze complex Computer Science and
engineering problems reaching substantiated conclusions using first principles of mathematics, natural sciences,
and engineering sciences.
PO3 Design/Development of Solutions: Design solutions for complex Computer Science and engineering problems
and design system components or processes that meet the specified needs with appropriate consideration for
the public health and safety, and the cultural, societal, and environmental considerations.
PO4 Conduct Investigations of Complex Problems: Use research-based knowledge and research methods including
design of experiments, analysis and interpretation of data, and synthesis of the information to provide valid
conclusions.
PO5 Modern Tool Usage: Create, select, and apply appropriate techniques, resources, and modern engineering and
IT tools including prediction and modelling to complex computer science and engineering activities with an
understanding of the limitations.
The Engineer and Society: Apply reasoning informed by the contextual knowledge to assess societal, health,
PO6
safety, legal and cultural issues and the consequent responsibilities relevant to the professional engineering
practice.
Environment and Sustainability: Understand the impact of the professional engineering solutions in societal
PO7
and environmental contexts, and demonstrate the knowledge of, and need for sustainable development.
Ethics: Apply ethical principles and commit to professional ethics and responsibilities and norms of the
PO8
engineering practice.
Individual and Team Work: Function effectively as an individual, and as a member or leader in diverse teams,
PO9
and in multidisciplinary settings.
Communication: Communicate effectively on complex Computer Science and engineering activities with the
PO10
engineering community and with society at large, such as, being able to comprehend and write effective
reports and design documentation, make effective presentations, and give and receive clear instructions.
Project Management and Finance: Demonstrate knowledge and understanding of the engineering and
PO11
management principles and apply these to one’s own work, as a member and leader in a team, to manage
projects and in multidisciplinary environments.
Life-Long Learning: Recognize the need for, and have the preparation and ability to engage in independent
PO12
and life-long learning in the broadest context of technological changes in the field of Computer Science.

6. PROGRAM SPECIFIC OUTCOMES (PSOs):

Program Specific Outcomes (PSO) are statements that describe what the graduates of a discipline-specific program should be
able to do. Two to Three PSOs per program should be designed.
PO No. Description of the Program-Specific Outcome

Have the ability to work with emerging technologies in computing requisite to

PSO1
Industry 4.0.
Demonstrate Engineering Practice learned through industry internship and research project to solve live
PSO2
problems in various domains.

2
7. COURSE CONTENT (THEORY + PRACTICAL)
CONTENT (Syllabus)

THEORY:
Introduction to Digital Marketing: Overview of Digital Marketing, Evolution of Digital Marketing,
Key Concepts and Terminology, Digital Marketing Channels, Benefits of Digital Marketing, Digital
Marketing Strategy, Understanding Consumer Behavior Online, Ethical and Legal Issues in Digital
Marketing, Case Studies in Digital Marketing.
Content Marketing and social media: Introduction to Content Marketing, creating a Content
Marketing Strategy, Types of Content, Content Creation and Curation , Content Distribution
Channels, Measuring Content Marketing Success, Introduction to Social Media Marketing, Social
Media Platforms Overview, Developing a Social Media Strategy.
Search Engine Optimization (SEO) and Search Engine Marketing (SEM): Introduction to
SEO, On-Page SEO Techniques, Off-Page SEO Techniques, Technical SEO, Keyword Research
and Analysis, SEO Tools and Analytics, Introduction to SEM, Google Ads Overview, Creating
Effective Ad Campaigns.
Email Marketing and Affiliate Marketing: Introduction to Email Marketing, Building an Email
List, Designing Effective Email Campaigns, Email Marketing Tools and Software, Measuring
Email Marketing Success, Introduction to Affiliate Marketing, Types of Affiliate Programs,
Choosing Affiliate Partners, Tracking and Analytics in Affiliate Marketing.
Analytics and Future Trends: Introduction to Digital Marketing Analytics, Key Metrics and
KPIs, Google Analytics Overview, Data-Driven Decision Making, Reporting and Dashboards,
Trends in Digital Marketing, The Role of Artificial Intelligence in Digital Marketing, The Future
of Digital Marketing, Final Project Presentations.

8. COURSE OUTCOMES (COs)

After the completion of the course, the student will be able to:

CO No. Description of the Course Outcome

D1UA721T.1 Understand the fundamentals of Digital Marketing.

D1UA721T.2 Apply the concepts of digital marketing tool to develop optimized digital ads.

D1UA721T.3 Analyze digital marketing trends and tools to take better decision.

D1UA721T.4 Evaluate and optimize digital marketing strategies.

3
9. TAXONOMY LEVEL OF THE COURSE OUTCOMES
Mapping of COs with Bloom’s Level
Remember Understand Apply KL Analyze Evaluate KL Create KL
CO No. KL1 KL 2 3 KL 4 2 6

D1UA721T.1 √ √
D1UA721T.2 √
D1UA721T.3 √ √
D1UA721T.4 √

10. COURSE ARTICULATION MATRIX

PO10

PO11

PO12

PSO1

PSO2
PO1

PO2

PO3

PO4

PO5

PO6

PO7

PO8

PO9
COs#/ POs

R1UC604C.1 1 1

R1UC604C.2 3 1 1

R1UC604C.3 3 3 2

R1UC604C.4 3 2 3

Note: 1-Low, 2-Medium, 3-High \ *first semester first course and first Course Outcome

11. TYPICAL EXAMPLE OF COURSES, CREDIT HOURS AND TEACHING HOURS

Credits Hours Hours of engagement/ Week 15 weeks/
semester

Type of Course Remarks

Total no. of
classes

Theory Course
4 0 0 0 4 4 0 4 45 45 classes for theory

*1 credit = 3 self-learning hours (Not to mention in the lesson plan)

4
 Tutorial /
L-No Topic for Delivery Skill Competency
Practical Plan
Theory
1 Overview of Digital Marketing

2 Evolution of Digital Marketing Theory

3 Key Concepts and Terminology Theory
4 Digital Marketing Channels Theory
5 Benefits of Digital Marketing Theory
CO1
6 Digital Marketing Strategy Theory Understandin
Theory g Basics of
7 Understanding Online Consumer Behavior Digital
8 Ethical and Legal Issues in Digital Marketing Theory Marketing
9 Case Studies in Digital Marketing Theory
10 Revision Theory
Theory
11 Introduction to Content Marketing

Theory
12 Creating a Content Marketing Strategy

13 Types of Content Theory

Applying Social
14 Content Creation and Curation Theory
Media for
15 Content Distribution Channels Theory CO1, CO2
Content
16 Measuring Content Marketing Success Theory
Marketing
17 Introduction to Social Media Marketing
Theory
18 Social Media Platforms Overview
Developing a Social Media Strategy Theory
19

20 Revision Theory
21 Introduction to SEO
Theory
22 On-Page SEO Techniques
23 Off-Page SEO Techniques Theory
Understanding
24 Technical SEO Theory
Basics of SEO
25 Keyword Research and Analysis Theory
and SEM, its CO2, CO3
26 SEO Tools and Analytics
Theory tools and
27 Introduction to SEM
Applications
28 Google Ads Overview Theory
29 Creating Effective Ad Campaigns Theory
30 Revision Theory
31 Introduction to Email Marketing Theory Understanding
32 Building an Email List Theory and
33 Designing Effective Email Campaigns Theory Implementing
CO3
34 Email Marketing Tools and Software Theory Email Marketing
35 Measuring Email Marketing Success Theory and Affiliate
36 Introduction to Affiliate Marketing Theory Marketing

5
 37 Types of Affiliate Programs Theory
38 Choosing Affiliate Partners Theory
39 Tracking and Analytics in Affiliate Marketing Theory
40 Revision Theory
41 Introduction to Digital Marketing Analytics Theory
42 Key Metrics and KPIs Theory
Understanding
43 Google Analytics Overview Theory
Digital
44 Data-Driven Decision Making Theory
Marketing
45 Reporting and Dashboards Theory
Analytics and
46 Trends in Digital Marketing Theory CO3
Future Trends,
The Role of Artificial Intelligence in Digital
47 Theory Implementing in
Marketing
real time
48 The Future of Digital Marketing Theory
scenario
49 Final Project Presentations Theory
50 Revision Theory

12. BIBLIOGRAPHY
 Text Book:
 "Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing" by Dave Chaffey and
PR Smith, 5th Edition, 2017, ISBN: 978-1138191706

 Reference Books:
 "Marketing 4.0: Moving from Traditional to Digital" by Philip Kotler, Hermawan Kartajaya, and Iwan
Setiawan, 1st Edition, 2016, ISBN: 978-1119341208
 "Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger, 1st Edition, 2013, ISBN: 978-
1451686579
 "Digital Marketing for Dummies" by Ryan Deiss and Russ Henneberry, 1st Edition, 2020, ISBN: 978-
1119660491
 "Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit" by Joe Pulizzi and
Robert Rose, 1st Edition, 2017, ISBN: 978-1260026423

 Journals / Magazines/Govt.R eports/Gazette/Industry Trends:

1. Journal of Digital and Social Media Marketing ( https://www.henrystewartpublications.com/jdsm)
2. Journal of Interactive Marketing (https://www.sciencedirect.com/journal/journal-of-interactive-marketing)

 Webliography:
 https://www.tutorialspoint.com/digital_marketing/index.htm
 https://www.youtube.com/watch?v=IY8SPoyehxU

 SWAYAM/NPTEL/MOOCs Certification:

Course Name: Digital Marketing By Dr.Tejinderpal Singh, Panjab University, Chandigarh

1. https://onlinecourses.swayam2.ac.in/ugc19_hs26/preview

6
13. COURSE ASSESSMENT
Assessment forms an integral part of curriculum design. A learning-teaching system can only be effective if the student’s
learning is measured at various stages which means while the student processes learning (Assessment for Learning) a given
content and after completely learning a defined content (Assessment of Learning). Assessment for learning is referred to as
formative assessment, that is, an assessment designed to inform instruction.
The ability to use and apply the knowledge in different ways may not be the focus of the assessment. With regard to designing
assessments, the faculty members must be willing to put in the time required to create a valid, reliable assessment, that ideally
would allow students to demonstrate their understanding of the information while remaining. The following are the five main
areas that assessment reporting should cover.
1. Learning Outcomes: At the completion of a program, students are expected to know their knowledge, skills, and attitude.
Depending on whether it is a UG or PG program, the level of sophistication may be different. There should be no strict rule
on the number of outcomes to be achieved, but the list should be reasonable, and well-organized.
2. Assessable Outcomes: After a given learning activity, the statements should specify what students can do to demonstrate.
Criteria for demonstration are usually addressed in rubrics and there should be specific examples of work that doesn’t
meet expectations, meets expectations, and exceeds expectations. One of the main challenges is faculty communication
whether all faculty agreed on explicit criteria for assessing each outcome. This can be a difficult accomplishment when
multiple sections of a course are taught or different faculty members. Hence there is a need for common understanding
among the faculty on what is assessed and how it is assessed.
3. Assessment Alignment: This design of an assessment is sometimes in the form of a curriculum map, which can be created
in something as easy as an Excel spreadsheet. Courses should be examined to see which program outcomes they support,
and if the outcome is assessed within the course. After completion, program outcomes should be mapped to multiple
courses within the program.
4. Assessment Planning: Faculty members need to have a specific plan in place for assessing each outcome. Outcomes don’t
need to be assessed every year, but faculty should plan to review the assessment data over a reasonable period of time
and develop a course of action if the outcome is not being met.
5. Student Experience: Students in a program should be fully aware of the expectations of the program. The program
outcomes are aligned on the syllabus so that students are aware of what course outcomes they are required to meet, and
how the program outcomes are supported. Assessment documents should clearly communicate what is being done with
the data results and how it is contributing to the improvement of the program and curriculum.
Designing quality assessment tools or tasks involves multiple considerations if it is to be fit for purpose. The set of assessments
in a course should be planned to provide students with the opportunity to learn as they engage with formative tasks as
well as the opportunity to demonstrate their learning through summative tasks. Encouraging the student through the use
of realistic, authentic experiences is an exciting challenge for the course faculty team, who are responsible for the review
and quality enhancements to assessment practices.

14. FORMATIVE AND SUMMATIVE ASSESSMENT

Assessment Pattern for Comprehensive Course:
CIE Total Marks
Final Marks
Type of Course (T) IA1 IA2 CIE*0.5+SEE*0.5
MTE CIE SEE

Theory 25 50 25 100 100 100

7
@ Lab Work-15 marks + Lab Record-10 marks

^Typical Rubric for the Course-based project

Technical Seminar
Type of Assessment Tools Preliminary Project Plan TRL-1 Viva-voce

Course-based Project Work NA NA NA NA

PPP (Preliminary Project Plan): The preliminary project plan (PPP) provides an initial, overview of the project and all of its
known parameters. It outlines the project’s objectives, relevance to the program, merit, and conformity to current industry/
government policy, proposed methodology, and expected outcomes. It should also include any known constraints related to
the time frame (Gantt Chart), budget, etc.

TRL (Technology Readiness Level)-1: Basic Research: Initial scientific research has been conducted. Principles are qualitatively
postulated and observed. Focus is on new discovery rather than applications.

15. PASSING STANDARDS

Passing Criteria for Different Course Types Effective from AY 2022-23 Onwards
S.No. Course Type Passing Criterion

1. Theory Course (T) A student shall secure a minimum of 30% of the maximum marks in the
semester-end examination (SEE/ETE) and 40% of aggregate marks in the
course Continuous internal examination (CIE) and SEE/ETE marks i.e.,
minimum Passing Grade in a course is “P”.

Note: Students unable to meet the overall passing criteria as mentioned shall be eligible for the
following options to clear the course:
▪ Appear in the Back Paper Examinations and have to meet the criteria to score 40% in marks
overall
▪ Appear in summer examinations (Internal +External) to meet the criteria as mentioned.

16. PROBLEM-BASED LEARNING/CASE STUDIES/CLINICS

Exercises in Problem-based Learning (Assignments) (Min 54 Problems)

S.No. Problem KL

1 What is digital marketing, and how does it differ from traditional marketing? KL1

2 Define SEO and explain its importance in digital marketing. KL1

3 What are the primary components of a digital marketing strategy? KL1

4 Explain the concept of PPC (Pay-Per-Click) advertising. KL1

5 What is the role of social media in digital marketing? KL1

6 How does content marketing contribute to a digital marketing strategy? KL2

7 Describe the customer journey and its significance in digital marketing. KL2

8
 What are the key metrics to track in an email marketing campaign? KL2
8

Explain the difference between organic and paid search results. KL2
9

Discuss the benefits of using analytics tools in digital marketing KL2

10
How can businesses use data analytics to improve their digital marketing Kl3
.11 efforts?
Describe the process of developing a successful influencer marketing campaign. KL3
12

What is A/B testing, and how is it used in digital marketing? KL3

13

Explain the importance of mobile optimization in digital marketing. KL3

14

Discuss the impact of GDPR on digital marketing practices. KL3

15

Create a basic digital marketing plan for a new e-commerce website. KL4
16

How would you optimize a website for search engines? KL4

17

Develop a social media content calendar for a month. KL4

18
Design an email marketing campaign to increase customer retention. KL4
19

Plan a PPC campaign for a local business. KL4

20
What are the key components of a successful digital marketing strategy, and how
21 should they be integrated?
KL4
Discuss how can businesses identify their target audience in a digital marketing
22 strategy?
KL3

23 Explain content marketing, and how can it drive traffic and engagement? KL5

24 Discuss how does email marketing fit into a digital marketing strategy? KL6

25 Explain PPC (Pay-Per-Click) advertising and its benefits? KL5

Explain by example how can businesses effectively use Google Ads for their
26 campaigns? KL5
Explain how can analytics be used to measure and improve digital marketing
27 performance?
KL5
Explain how can businesses leverage influencer marketing to boost their digital
28 presence? KL5

29 What are the benefits and challenges of using social media advertising? KL6

30 Explain how can businesses optimize their website for better search engine rankings? KL5

31 Explain how can businesses effectively use video marketing to engage their audience? KL5

32 Explain some effective strategies for growing an email subscriber list? KL5

9
 Examine the role of user-generated content play in digital marketing, and how can it be
33 encouraged?
KL4

34 Explain how can digital marketing strategies be adjusted for global audiences? KL5
Examine how can businesses utilize podcasting as part of their digital marketing
35 strategy? KL4

36 How can businesses utilize podcasting as part of their digital marketing strategy? KL3
Examine how can businesses utilize podcasting as part of their digital marketing
37 strategy? KL4

38 Identify the most effective ways to increase website traffic? KL3

39 Identify the role of webinars to enhance their digital marketing efforts? KL3

40 Explain how can companies effectively manage their online reputation? KL5

41 Identify the emerging trends in digital marketing, and how can businesses adapt? KL3

42 Determine how can businesses utilize local SEO to attract nearby customers? KL5

43 Compare digital marketing with traditional marketing? KL5

44 Assess social media platforms contribution to a digital marketing strategy? KL5

45 Explain how can businesses use interactive content to engage their audience? KL5
Discuss the benefits of integrating digital marketing with traditional marketing
46 strategies?
KL6

47 Discuss the key elements of a successful digital marketing funnel? KL6

48 Explain the benefits of using a multi-channel approach in digital marketing? KL5

Explain how can businesses use behavioral analytics to tailor their marketing
49 messages?
KL5
Explain how can businesses use cross-promotion to enhance their digital marketing
50 efforts?
KL5

10