New Media, Algorithm and Promotional Strategies

Paper Code: 
DMC321
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives

 

This course will enable the students to adeptly navigate the digital landscape, crafting strategic marketing campaigns, leveraging diverse platforms, and utilizing analytical tools.

 

Course Outcomes (COs):

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

24DMC321

New Media, Algorithm and Promotional Strategies 

(Theory)

CO88: Assess different website languages and online technologies.

CO89: Analyse the effectiveness of various social media marketing (SMM) strategies in achieving business goals.

CO90: Assess the performance of advanced digital marketing techniques. 

CO91: Critically analyse the role of social media advertising platforms.  

CO92: Examine web analytics data and the reliability and validity of web analytics tools and methods. 

CO93: Contribute effectively in course-specific interaction.

Approach in teaching:

Lecture cum Discussion

Tools (Power Point Presentation)

Case study methodology can be applied

 

Learning activities for the students:

Self-learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical, Industry visits and workshops 

Class test 

Continuous Assessment Test 

Semester end examination

Assignments

Presentation

 

12.00
Unit I: 
Establishing Online Presence

 

  • Understanding the Internet: Domain Names, Extensions, and Website Functionality
  • Website Planning and Conceptualisation: Booking Domains and Web Hosting
  • Exploring Website Languages and Technologies
12.00
Unit II: 
Social media and Blogging
  • Social Media Marketing (SMM): Types and Purposes
  • Blogging Essentials: Types, Engagement, and SEO Basics
  • Understanding Search Engine, Basics of Keywords and Google Ranking
  • Introduction to Search Engine Marketing (SEM) and its Terminologies: Pay Per Click (PPC), Cost Per Click (CPC), Search Engine Results Page (SERP) and Click-Through Rate (CTR)
12.00
Unit III: 
Advanced Marketing Strategies
  • Split Testing and PPC Campaign Development
  • Understanding Search Engine Optimisation, Features of SEO, Significance of SEO, Inverted Pyramid in SEO
  • Comparing SEO and SEM: Features and Significance
  • Exploring Facebook and LinkedIn Marketing Strategies
12.00
Unit IV: 
Targeted Advertising
  • Facebook Marketing: Advert Types, Targeting, and Budgeting
  • Leveraging LinkedIn for Business Growth
  • Introduction to Mobile Marketing Strategies
12.00
Unit V: 
Analysing Performance and Content Marketing
  • Understanding Web Analytics: Goals, Tools, and Methods
  • Avoiding Analytic Mistakes and Pitfalls
  • Introduction to Content Marketing: Statistics and Audience Preferences
Essential Readings: 
  • Kawasaki, G. (2014). The Art of Social Media: Power Tips for Power Users (Illustrated edition). Portfolio. (USA).
  • McStay, A. (2016). Digital Advertising. Palgrave.
  • Rowels, D. (2018). Digital Branding. Kogan Page Ltd. (London).
  • Martin, G. Z. (2018). The Essential Social Media Marketing Handbook: A New Roadmap for Maximizing Your Brand, Influence and Credibility. Rupa Publications India.
References: 

Suggested Readings:

 

  • Smith, J. (2021). Digital Marketing 101: Strategies and Techniques for Success. New York, NY: HarperCollins.
  • Johnson, M. (2020). Social Media Marketing: A Comprehensive Guide. Boston, MA: Pearson.
  • Brown, A. (2019). Search Engine Optimization Demystified: Strategies for Improved Visibility. San Francisco, CA: Wiley.
  • Wilson, R. (2018). Facebook Advertising: Targeting, Budgeting, and Optimization. Chicago, IL: McGraw-Hill.
  • Garcia, L. (2017). Web Analytics Essentials: Measuring and Analyzing Website Performance. London, UK: Routledge.

 

E-Resources:

 

 

Academic Year: 
2024-2025
  • Printer-friendly version
  • PDF version