New Media, Algorithm and Promotional Strategies

Paper Code: 
25DMC321
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

 

Course Objective:

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: 

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25DMC321

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, , Simulation, Seminar presentation, , Field work, 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: 

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:

 

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Academic Year: 
2025-2026
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