MBA – Digital Marketing Management

Duration Program Objective

2 Years ● Develop a holistic view of business management that will not only cover
modern tools & practices but will also provide the ability to manage critical
Semesters business decisions.
4 ● Build the marketing skills you need to succeed in the Digital Economy from
Amity Future Academy.
Credits
● Learn to craft strategies to help your business grow through digital with
99
meaningful metrics in place.
● Learn how to identify your most valuable customers to develop and
implement customer-centric strategies and maximize their strategic value.
● Learn how to use new media and word of mouth to spread your message and
grow your business.

Course Curriculum

Subject Credits
Semester 1
Course I Accounting for Managers 5
Course II Marketing Management 4
Course III Managerial Economics 4
Course IV Statistics for Management 5
Course V Professional Communication 4

Semester 2
Course I Accounting for Managers 5
Course II Marketing Management 5
Course III Managerial Economics 5
Course IV Statistics for Management 4
Course V Professional Communication 4
 Subject Credits

Semester 3
Course I Strategic Management 4
Course II Minor Project 3
Course III Professional Ethics 2
Course IV Specialization I * 5
Course V Specialization II * 5
Course VI Specialization III * 5
Course VII Specialization IV * 5

Semester 4
Course I Strategic Management 4
Course II Minor Project 3
Course III Professional Ethics 2
Course IV Specialization V * 6
Course V Specialization VI * 6

Specializations* Subject Credits

Specialization I Digital journey with Brand 5

Management
Specialization II Social Media Optimization 5
Specialization III Performance Marketing 5
Managing The Value of Customer
Specialization IV 5
Relationship (Wharton)
Marketing Analytics - Data Tools
Specialization V 6
and Techniques (Wharton)
Selling Ideas - How to Influence
Specialization VI 6
Others (Wharton)

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 Specialization Syllabus

Specialization I: Digital journey with Brand Management

Credits: 5

Semester: 3

Pre-requisites: N/A

Objective: The subject equips learners with the key concepts and practical skills to build the first step required to
create a career in marketing in the digital age. It will help students to understand the basics of marketing and
marketing management, digital marketing and the different channels available in traditional and digital marketing.
It focuses on different strategies and metric that are required to help business define specific goals and grow. This
will shape the learner’s understanding of a digital product life cycle across multiple industry types. Focus on
basics of user experience, usability and conceptual design, and how essential is having a great online presence.
Showcase various aspects of web development and how every touch point of a website or an app contributes to
strong user experience

Course Content:

Weightage
(%)
Module I: Marketing & Marketing Management
● Marketing, Marketing Management, Strategy, Insight, Concept
of Brand, Branding vs Marketing, 4P’s of Marketing, B2C 10
Concept of 4P’s, B2B Concept of 4P’s
● How has Marketing changed over years?
● What is a Marketing channel, types of marketing channel,
evolution of marketing, evolution of budget allocation, future of
marketing
Module II: How is Digital Marketing different from Marketing?
● What is Digital Marketing? Components of Digital Marketing,
Traditional vs Digital Marketing Channels,
● Benefits of Digital over Traditional Marketing, Digital
Marketing Plan, Types of online channels, when traditional 20
marketing is still required.
● Understanding the Digital Consumer.
o Marketing funnel, online buyers’ journey, B2B
marketing funnel, B2B vs B2C marketing funnel,
ZMOT, Digital strategy.

Semester and Year Page 3

 Module III: Digital Marketing Channels
● Revisiting marketing channels, website page funnel, content
theme funnel, SEO as a strategy, Social Media Funnel, Paid
advertising funnel, other contemporary techniques. 20
● Digital Marketing Metrics
o Cost of customer acquisition, LTV of a customer, Other
key metrics in Digital Marketing.

Module IV: What is an Online Product?

● Digital PLC, Overview of development cycle, acceptable 25

methodologies
● Importance of User Experience and Design
o Foundations of Prototyping, UX, Sketching, Testing,
Tools and resources
Module V: Websites and Apps

● Websites & Mobile Apps

o Website components, mobile apps, web apps, HTML,
Call to actions, Body of content, sections, navigation &
search, headers footers, languages, databases, trackers.
● Teams & Roles helping build a successful digital Brand.
o Content team, marketing, operations, quality assurance,
technology architects, developers, infra and security,
25
design team, data warehouses, product managers,
performance optimization
● Role of a Product Owner
o Product development, User stories, narration, data
analysis, tracking, enterprise product, e-commerce,
SAAS based products, stakeholder management.
● Examples, Stories & Conclusion
o Early stories of web development, Amazon, Gmail &
Uber success stories, great websites and apps.

Student Learning Outcomes:

● Learn about wire-framing, low and high-fidelity prototypes and usability testing.
● Get thorough with elements of a website and their importance.
● Know how a digital product sits at the center of various teams viz. Design, Development, Testing,
Implementation and Analytics
● Identify target customers and analyze and understand their needs and desires.
● Implementation of 4P’s for a particular business
● Understand different digital channels and identify how and where to use them.

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 Pedagogy for Course Delivery:

The class will be taught using recorded video lecture, live online sessions, and case-based methods. In addition to
assigning the case studies, the course instructor will spend considerable time in Understanding the concept of
innovation through the eyes of the student. The instructor will cover the ways think innovatively liberally using
thinking techniques.

Text & References:

● The Startup Playbook - David Kidder & Reid Hoffman

● HTTP - The Definitive Guide - O'Reilly
● How Google Works by Eric Schmidt & Jonathan Rosenberg
● Creating Cool Websites With HTML, XHTML and CSS by Dave Taylor - Wiley
● Digital Marketing by Seema Gupta – McGraw Hill Education
● Fundamentals of Digital Marketing by Puneet Singh Bhatia – Pearson
● The Art of Digital Marketing by Ian Dodson – WILEY
● Marketing 4.0 by Philip Kotler – WILEY

Semester and Year Page 5

 Specialization II: Social Media Optimization

Credits: 5

Semester: 3

Pre-requisites: N/A

Objective: This subject will help students to understand and evaluate digital marketing and social media methods
and approaches as well as key e-commerce business models from a variety of perspectives — as analysts,
consumers, entrepreneurs, managers, and investors. It will emphasize fundamental concepts and principles, rather
than specific tactics or the latest emerging tool or platform (which may have a shorter “shelf life”). It will enable
learners to understand the key concepts of email marketing and learn techniques for implementation. The students
will be well equipped to understand email marketing metrics and testing techniques to further improve their email
marketing skills. Further, this subject aims to introduce the students to the world of AdTech and MarTech and
clear the clutter and confusion between Paid media and AdTech and MarTech. This course dwells into the details
of MarTech platforms like Marketing Automation Platforms, CRM, Web Analytics Platforms and AdTech
platforms like DMPs, DSPs, SSPs.

Course Content:

Weightage
(%)
Module I: Social Media Introduction
● What is social media? Evolution & History of social media,
Current Landscape of social media.
● Business Goals, Social Strategy & Metrics 15
● How social media varies for different business types, Case
Discussion: Travel Agency, Social Media Metrics to Measure
Goals, Devising Content Strategy,
● Case Discussion: Thirthan Valley, Case Discussion: Desi Roots
● Key Social Challenges
o Facebook, Facebook Insights - Tool, LinkedIn, Case
Discussion: Transtutor, Twitter, YouTube Engagement,
Listening and Reputation Management
o Networks effects and virality, Listening and Reputation
Management, Tools and Platforms
● Social Media Campaigns & Tools
o Facebook as paid social, Facebook Ad Manager,
Hootsuite and Canva
Module II: Key components of E-mail marketing
● Identify different parts of a marketing E-mail.
● Classify marketing emails into types - transactional, 20
newsletters, drip.
● Write an E-mail for a specific purpose.
● Email content design techniques.

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 ● List building
o Incorporate E-mail list building techniques in the
product/blog etc.
o Write and plan drip E-mails for leads.
o Calculate intent score based on user actions.
● List management
o Segment users into buyers and non-buyers.
o Segment buyers based on interest.
o Design emails for specific segments.
o Set up email drip campaigns, integrate lists, execute
emails, manage lists, and check results & effectivity via
best-in-class tools.
● Email automation
o Set up email drip campaigns, integrate lists, execute
emails, manage lists, check results & effectivity via
best-in-class tools.
● Measuring impact and optimization
o Identify metrics to track.
o Run A/B tests to measure effectiveness of E-mails.
o Techniques to improve deliver-ability.
Module III: AdTech & MarTech
● Role of AdTech & MarTech
o Differentiation between AdTech & MarTech and its
industry usage.
o Basic concepts and technologies.
o Introduction to Programmatic Advertising ecosystem.
o Evolution of AdTech and MarTech ecosystem.
25
● AdTech Platforms
o Demand-Side Platform (DSP)
o Supply-Side Platform (SSP)
o Ad Exchange (Programmatic Ad Buying)
o Data Management Platforms
o Issues and Challenges
o New Formats and Channels

Module IV: Platforms & Data Ecosytems

● MarTech Platforms
o Web Analytics
o Social Media Management
o SEO & Content Optimization Tools 25
o CRM
o Marketing Automation Platforms
● Data Ecosystem
o Deeper Understanding of Data Management Platforms
o Players in the Indian and Global ecosystem
o Use Cases and Revenue generation models.

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 o Data Privacy and Regulation
o Introduction to GDPR and draft PDPB
Module V: Mobile App Marketing

● Mobile App Marketing Basics

o Understand why mobile marketing is necessary - Usage
trends, app as a marketing medium, user data.
o List aspects of an app marketing strategy (ASO, Ads,
Reviews and referrals).
● Traffic Strategies for Mobile App
o Identify ways to generate relevant traffic to the App.
o Identify & execute organic ways to grow traffic to your
website (ASO - App store Optimizations)
● Mobile Advertising 15
o Identify & optimize Paid Marketing methods to generate
traffic (Google CPC, Facebook, Display, also including
Mobile Ad formats both interstitial & non-interstitial).
o Identify & execute targeting dimension like Geo, Age,
Gender, Type of App, recency of mobile buy, type of OS
spec.
● Analysing Mobile App Performance
o Identify & monitor App Metrics like CPI & CPE (using
Google Analytics, Adwords, Facebook Ads Console)
o Learn to use any of the 3rd party App engagement Tools
like Localytics, Mat, Appsflyer to optimize mobile app
traffic connected to business goals.

Student Learning Outcomes:

● How to leverage new models in business and e-commerce to increase profitability.

● Real-world application of digital marketing and e-commerce methods
● How to market yourself and your products more effectively and efficiently
● Understand how to set up a live email marketing campaign.
● Learn the various email marketing metrics & use them to improve and implement better campaigns.
● Get familiar with MarTech and AdTech Platforms
● Understanding data ecosystem
● Build revenue strategies for the organization.
● To learn app marketing strategies and implementation techniques.
● Learn how to integrate and implement mobile advertising in marketing campaigns.
● Understand various growth strategies for mobile app marketing.

Pedagogy for Course Delivery:

Semester and Year Page 8

 The class will be taught using recorded video lecture, live online sessions, and case-based methods. In addition to
assigning the case studies, the course instructor will spend considerable time in Understanding the concept of
innovation through the eyes of the student. The instructor will cover the ways think innovatively liberally using
thinking techniques.

Text & References:

● Digital Marketing by Seema Gupta – McGraw Hill Education

● Mobile App Marketing & Monetization: How To Promote Mobile Apps Like A Pro, Alex Genadinik
● Mobile Marketing: Reaching Your and Skyrocketing Your Profits with Revolutionary Mobile Marketing
Strategies, Jeff P. Thomas
● Email marketing Mastery Made Easy for Marketers, Keith Stewart
● Email Marketing Rules: Checklists, Frameworks, and 150 Best Practices for Business Success, Chad
White
● Ultimate Guide for Email Marketing for Business, Susan Gunelius
● Contagious: Why Things Catch On, by Jonah Berger
● The Art of Digital Marketing by Ian Dodson – WILEY

Semester and Year Page 9

 Specialization III: Performance Marketing

Credits: 5

Semester: 3

Pre-requisites: N/A

Objective: The course equips learners with basic concepts of Search Engine Optimization; imparts practical skills
to help them build a career in the field of SEO. It aids professionals in organically increasing the visibility of their
business. With this SEO, they will be able to learn SEO concepts and put them to use in industry related
simulations. Furthermore, this subject introduces learners to Search Engine Marketing (SEM) Google Adwords
and how it helps to yields a high ROI, giving instant visibility to a brand/business in the search and engine space,
driving targeted traffic and generating more business. This subject will helps students master the tools and
techniques of Display Advertising and also teach them how to plan and execute Display Advertising Campaigns.
During this course, the learner will understand how to utilize content marketing across all the digital marketing
channels, content marketing is not just a standalone marketing channel but an integral part of all the marketing
efforts.
.

Course Content:

Weightage
(%)
Module I: SEO
● Basics of SEO
o Right Mindset to approach SEO, Crawling, Indexing,
Cache
o Tools: Google Search,
● On-Page Optimization
o Content Optimization, HTML Source Code
Optimization, Page Speed, Sitemap, Robots.txt,
Keyword Research, Keyword Density, H1, H2, H3, Alt
Tag, Meta Title, Meta Description
o Tools: Google Adwords, Google Suggest, Google 10
Related Searches, Google Page Speed, YSlow,
GTMetrix
● Off-Page Optimization
o Link Juice, No-Follow, Do-Follow, Anchor Text, Types
of Anchor Texts, Backlinks, Article Submission, Social
Bookmarking, Guest Posts, Link Profile
o Tools: Google, Ahrefs
● Measuring SEO Efforts
o How to measure ranks for different keywords, how to
check for traffic
o Tools: Ranktank, Google Analytics

Semester and Year Page 10

 o App Store Optimization
o Keywords, Meta Title, Meta Description, User Reviews
Module II: SEM
● Basic of SEM
o What is SEM, importance of SEM, what is Google Ads,
Why Google Ads, where do Google ads appear, Google
Ads terminology
● Google Ads Auction
o Process, auction ranking formula, Ad position & Ad
Rank, Examples of Google Ad ranking, Important notes
for Google Ads Auction
● Google Ads Campaign
o Objective of Google Ads Campaign, campaign goal 20
categories, how to understand target audience, Account
Structure & setup, live demonstration, best practices.
● Google Ads Account
o Elements of Google ads account, keywords, how to
choose right keywords, keyword research, keyword
planner, keyword match types, what are Ads, different
types of Ads, Ad policies, Do’s & Don’ts of Ads,
Landing Page, Ad Extensions
● Budget & Bidding
o Importance of Budget, factors defining budget, bidding
strategies, conversion-based bidding
Module III: GDN
● Google Display Network & Remarketing:
o Basic of GDN, importance of GDN, factors of GDN,
GDN targeting options, what is remarketing, why
remarketing.
o Conversion Tracking, Reporting & Mobile Ad
Campaigns:
o What is conversion, conversion tracking setup, mobile
ads, positioning of mobile ads, parameters of mobile
Ads, universal ad campaign setup, Tracking & 20
Reporting Live Setup
● Shopping Campaigns:
o What is Google shopping, types of shopping ads, how to
create shopping ads, behind the scenes, requirements of
shopping ads.
● Success Metrics & Best Practices:
o Define goal, increase traffic to website, increase sales or
conversion, and improve brand awareness, 3 categories
of Google ads best practices, Audit Google Account,
checklist for Audit
Module IV: Display Advertising

25

Semester and Year Page 11

 ● Define display advertising.
o Identify different types of display ads and the
importance of each type of display ads.
o Explain major eco-space elements.
o Advertiser, Publisher, Explain Affiliate Marketing.
o Set up a display campaign in Google AdWords.
o Choose the right targeting method based on the business
goals.
o Implement best practices for Google display network.
o Track Display Network, Affiliate tracking & optimizing
based on funnels & click frauds.

● Identify & value right metrics for

o Assisted conversions concept with MCF (Multi Channel
Attribution)
o Adding Negative Placements within topic/in
market/affinity targeting for poor placements
o Adding App Exclusion placements for poor performing
app placements

Module V: Content Marketing

● The Content Marketing Ecosystem

o Define content marketing; explain why it is important in
today's market.
o Purpose of what content should be able to do and what
makes content effective.
o Importance of professional brand, editorial process for
content.
o Benefits and importance of having a content calendar.
● The Strategic Context (7A Framework)
o Apply the 7A Framework to the content, think
strategically by creating context which leads to creating 25
content.
o Practice and discuss why being agile an essential part of
the framework, discuss the idea of being authentic as a
professional and within an organization.
o Capture audience's attention with effective headlines,
apply the 1, 2, 3, 4, 5 formula to prompt audience to
take action.
o How to prioritize acceleration and present as a likable
authority in the network, discuss the critical relationship
between authority and audience.
● Mapping the Journey
o Craft a content marketing strategy by first examining the
journey of the buyer or audience.

Semester and Year Page 12

 o Create audience/buyer persona and describe the
importance of always thinking about their journey
develop empathy and experience maps and examine
their purposes in a content marketing strategy.
o Explore and be able to apply two essential elements for
creating irresistible content.

● The Strategic Types of Content

o Explore the various types of strategic content that go
into an effective content marketing program.
o Identify and define the four types of strategic content:
attraction content, affinity content, action content, and
authority content.
o Use the strategies given to write the various types of
content and be able to combine all four elements to
write one effective content piece.

Student Learning Outcomes:

● Understand how search engines work.

● Implement best practices for On-Page optimization.
● Create effective Off-Page strategy by using various competitive landscaping tools.
● Understand how to do app store optimization.
● In this course, students will learn the basics of PPC by discovering how to set up and manage campaigns
on Google ads.
● Students will also learn how they can use Google ads to get more visitors and customers to a particular
website/mobile app and drive more business.
● Create a Structured Display Marketing Plan.
● Set objectives and evaluate campaigns.
● Students understand how to develop, organize and implement a content marketing strategy, analyze and
measure the effectiveness of content marketing, write compelling copy, use a strategic framework when
writing, and build your professional brand and authority through content marketing.

Pedagogy for Course Delivery:

The class will be taught using recorded video lecture, live online sessions, and case-based methods. In addition to
assigning the case studies, the course instructor will spend considerable time in Understanding the concept of
innovation through the eyes of the student. The instructor will cover the ways think innovatively liberally using
thinking techniques.

Text & References:

● Digital Marketing by Seema Gupta – McGraw Hill Education

● Fundamentals of Digital Marketing by Puneet Singh Bhatia – Pearson
● Marketing 4.0 by Philip Kotler – WILEY
● The Art of Digital Marketing by Ian Dodson – WILEY

Semester and Year Page 13

 ● Academy for Ads by Google
● Google Ads Help Center

Semester and Year Page 14

 Specialization IV: Managing the Value of Customer Relationship (Wharton)

Credits: 5

Semester: 3

Pre-requisites: N/A

Objective: The subject is designed to help students identify the most valuable customers and maximize their
strategic value. It focuses on the data and the technology to track best customers; how can one meaningfully
differentiate them from the rest? How do one align operations around them? And how does one create and sustain
competitive advantages from such practices?

Course Content:

Weightage
(%)
Module I: Customer Centricity
● What are customer centricity, customer equity, firm valuation
and CLV?
o Product centric thinking, cracks in the product centric 15
approach.
o Lessons & legacies of direct marketing, what is
customer centricity?
o Living in a customer centric world, product centric vs
customer centric.
o Corporate valuation from the bottom up, customer
equity and classifying business settings.
o The Netflix story, translation to CLV.
Module II: Managing Customers According to Lifetime Value in
Contractual and Non-Contractual Setting
● Motivating Problem.
15
● Vodafone Italia Story.
● Back to the Motivating Problem.

Module III: Donor Behaviour

● Predicting Donor Behavior in a Non-Profit Setting.
● Using Recency and Frequency Data. 20
● Taking Advantage of CLV.
● CLV-Based Tiers, Tier-Based Tactics, Case Study: IBM

Module IV: Acquiring Customers and Creating and Measuring their

25
Value

Semester and Year Page 15

 ● Customer Value Drivers
● Customer Satisfaction and Delight
● Switching Costs
● Customer Loyalty
● Direct Customer Acquisition
● Indirect Customer Acquisition
● Internal Influences and CLV
● Customer Acquisition Wrap-Up
Module V: Retention, Attrition and Development

● Defining Attrition and Retention

● Consequences of Reichheld’s Conclusions 25
● Drivers of Customer Attrition
● Forms of Customer Development
● Banking Industry Example
● Customer Development Summary

Student Learning Outcomes:

● Make an informed decision about whether, how, and when to invest in customer centricity.
● Make the case for customer centricity in your organization.
● Find a balance in your organization between customer-centric and product-centric efforts.
● Decide what initial experiments your company should invest in to achieve customer centricity.
● Choose metrics to gauge and guide ongoing customer-centric efforts.

Pedagogy for Course Delivery:

The class will be taught using recorded video lecture, live online sessions, and case-based methods. In addition to
assigning the case studies, the course instructor will spend considerable time in Understanding the concept of
innovation through the eyes of the student. The instructor will cover the ways think innovatively liberally using
thinking techniques.

Text & References:

● Digital Marketing by Seema Gupta – McGraw Hill Education

● Fundamentals of Digital Marketing by Puneet Singh Bhatia – Pearson
● The Art of Digital Marketing by Ian Dodson – WILEY
● Marketing 4.0 by Philip Kotler – WILEY

Semester and Year Page 16

 Specialization V: Marketing Analytics - Data Tools and Techniques (Wharton)

Credits: 6

Semester: 4

Pre-requisites: N/A

Objective: Businesses today have access to an increasingly large amount of detailed customer data, and this influx
of data is only going to continue. Combined with a detailed history of marketing actions, there is a newfound
potential for deriving actionable insights, but marketers need the tools to do so. Using real-world applications
from various industries, this subject will help students understand the tools and strategies used to make
data-driven decisions that students can put to use in their own company or business. It will also help students to
learn how to assess critical managerial problems, develop relevant hypotheses, analyze data and, most
importantly, draw inferences to create convincing narratives which yield actionable results.

Course Content:

Weightage
(%)
Module I: Introduction to data collection, market research and
analysis
● Data, Collection and Analysis
● Market Research
● Why Do We Need to Collect Data? 15
● Types of Primary Market Research,
● Types of Secondary Market Research; Active
● Types of Secondary Market Research; Passive
● Trends and Summary
Module II: Regression analysis: modelling cause and effect
● The Basics of Regression
● Optimal Pricing and Price Elasticity
● Multiple Regression 20
● Consumer Packaged Goods
● Regression and Time Trends
● Advertising and Promotions
● Validating Models and Summary
Module III: Conjoint analysis: valuing attributes and measuring
preference
● Introduction to Conjoint Analysis
● Attributes 25
● Part-worths and Utilities
● Forms of Conjoint
● Conjoint Analysis – One Person,

Semester and Year Page 17

 ● Across Attribute Comparison
● Part-worth Plots – Willingness to Pay
● Customer Heterogeneity
● Relative Importance
Module IV: Social media analytics

● Segmentation
● Segmentation Steps
● Segmentation Variables 25
● Segmentation and Conjoint Analysis
● Example – Laptops
● Social Media and Data
● Social Media – Example: Forecasting Movie Demand and
Online Sentiments
● Social Media – Example 2: Automobiles and Blogs
Module V: Viral Marketing Assumptions, Viral Marketing

● Viral Marketing: Pharmaceutical Example – Collecting Data

15
● Viral Marketing: Pharmaceutical Example – Results
● Viral Marketing: Pharmaceutical Example – Diffusion
● Viral Marketing: Pharmaceutical Example – Customer
Heterogeneity

Student Learning Outcomes:

● Regression Analysis: modeling cause and effect.

● Conjoint Analysis: valuing attributes and measuring preference.
● Social Media Analytics.
● New Techniques in Market Research.

Pedagogy for Course Delivery:

The class will be taught using recorded video lecture, live online sessions, and case-based methods. In addition to
assigning the case studies, the course instructor will spend considerable time in Understanding the concept of
innovation through the eyes of the student. The instructor will cover the ways think innovatively liberally using
thinking techniques.

Text & References:

● Digital Marketing by Seema Gupta – McGraw Hill Education

● Fundamentals of Digital Marketing by Puneet Singh Bhatia – Pearson
● The Art of Digital Marketing by Ian Dodson – WILEY
● Marketing 4.0 by Philip Kotler – WILEY

Semester and Year Page 18

 Specialization VI: Selling Ideas - How to influence others (Wharton)

Credits: 6

Semester: 4

Pre-requisites: N/A

Objective: The objective of this subject is to help students understand the skill of how to sell their ideas or in other
words how to influence different stakeholders. The students will undertake this journey by going through content
that covers some key questions such as: (a) How does a product’s name, price, or other attributes change how
people perceive it (b) What makes ideas memorable and message stick (c) How can we increase our influence and
shape others’ behavior (d) Why is word of mouth ten times as effective as traditional advertising and how can we
get people to talk about and share our product or idea (e) How can we leverage the power of social media and
what are the right metrics to pay attention to?

Course Content:

Weightage (%)

Module I: Consumer Psychology: Exposure, Perception,

Memory
● EPM Exposure
● EPM Attention
● EPM Perception 15
● EPM Memory
● EPM Retrieval
Module II: What Makes Ideas Sticky
● Introduction Part 1 & 2
● Simplicity of an Idea
● Unexpected Ideas 15
● Concrete Ideas
● Credibility of an Idea
● Emotional aspect of an idea
● Using stories to convey an Idea
Module III: How Social Influence Shapes Behavior
● Introduction
● Conformity Part 1
● Conformity Part 2 20
● Conformity Part 3
● Do People Always Do the Same as Others
● Implications of Divergence

Semester and Year Page 19

 Module IV: The Power of Word of Mouth (STEPPS)

● Introduction
● What Drives Word of Mouth
● Social Currency 25
● Triggers
● Emotion
● Public
● Practical Value
● Stories
● Summary
Module V: Social Networks

● Introduction
● Network Effects 25
● How Networks Shape the Spread of Information
● Who to Target?
● Types of Ties
● Course Conclusion

Student Learning Outcomes:

● Make messages stick.

● Generate more word of mouth.
● Get your products, ideas, and messages to catch on.
● Leverage the power of social media.
● Influence others more effectively.

Pedagogy for Course Delivery:

The class will be taught using recorded video lecture, live online sessions, and case-based methods. In addition to
assigning the case studies, the course instructor will spend considerable time in Understanding the concept of
innovation through the eyes of the student. The instructor will cover the ways think innovatively liberally using
thinking techniques.

Text & References:

● Digital Marketing by Seema Gupta – McGraw Hill Education

● Fundamentals of Digital Marketing by Puneet Singh Bhatia – Pearson
● The Art of Digital Marketing by Ian Dodson – WILEY
● Marketing 4.0 by Philip Kotler – WILEY

Semester and Year Page 20