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Syllabus Digital Marketing – (CCW332) UNIT I INTRODUCTION TO ONLINE MARKET Online Market space – Digital Marketing Strategy – Components – Opportunities for building Brand Website – Planning and Creation – Content Marketing. (Chapter – 1) UNIT II SEARCH ENGINE OPTIMISATION Search Engine optimisation – Keyword Strategy – SEO Strategy – SEO success factors – On -Page Techniques – Off-Page Techniques. Search Engine Marketing – How Search Engine works – SEM components – PPC advertising – Display Advertisement. (Chapter – 2) UNIT III E – MAIL MARKETING E – Mail Marketing – Types of E – Mail Marketing – Email Automation – Lead Generation – Integrating Email with Social Media and Mobile – Measuring and maximizing email campaign effectiveness. Mobile Marketing – Mobile Inventory/channels – Location based; Context based; Coupons and offers, Mobile Apps, Mobile Commerce, SMS Campaigns -Profiling and targeting. (Chapter – 3) UNIT IV SOCIAL MEDIA MARKETING Social Media Marketing – Social Media Channels – Leveraging Social media for brand conversations and buzz. Successful / benchmark Social media campaigns. Engagement Marketing – Building Customer relationships – Creating Loyalty drivers – Influencer Marketing. (Chapter – 4) UNIT V DIGITAL TRANSFORMATION Digital Transformation & Channel Attribution – Analytics – Ad – words, Email, Mobile, Social Media, Web Analytics – Changing your strategy based on analysis – Recent trends in Digital marketing. (Chapter – 5)
Publisher : Technical Publications, Pune (4 September 2023)
Paperback : 220 pages
ISBN-10 : 9355854358
ISBN-13 : 978-9355854353
Reading age : 18 years and up
Country of Origin : India