FYUGP 2ND SEMESTER VAC DIGITAL MARKETING NBU

 

উত্তরবঙ্গ বিশ্ববিদ্যালয়

FYUGP 2^ND SEMESTER VAC DIGITAL MARKETING

Digital Marketing

UNIT – I:

Introduction

Digital Marketing:  Concept, scope and significance; Traditional Marketing Vs Digital Marketing; Evolution of Digital Marketing; Challenges and opportunities for digital marketers; Digital Marketing Landscape in India; Terminologies used in Digital Marketing - Mobile Marketing, Email Marketing, Content marketing, Social Media Marketing, Influencer Marketing, Affiliate Marketing, Content Management System (CMS), Web Analytics, Search Engine Optimization, PPC, CPC, Link building, cookies.

 

UNIT – II:

Digital Marketing Process

 

Digital Marketing Plan and Strategy: Consumer Decision journey, Segmenting & Customizing messages; POEM Framework; tools of digital advertising: Display Advertising, Social Media Advertising; Digital metrics Buying Models- CPC, CPM, CPL, CPA, fixed Cost/Sponsorship.

 

UNIT-III

Social Media Marketing

Fundamentals of Social Media Marketing, significance, and tools of Social Media Marketing; Building a Successful strategy; Facebook, Twitter, LinkedIn, Instagram and Snapchat Marketing: basics, different types of Ad formats, setting up Ad Account, audience & types, Content Creation, content Strategy, Designing Advertising campaigns, Apps, Live, Hashtags.

 

Unit IV:

Search Engine Optimization and Web Analytics

 

Search Engine Optimization (SEO): concept, history, functions, phases, techniques, keywords; Googlebot (Google Crawler).

 

Web Analytics: Introduction, scope, functions, significance; Analysis vs intuition; Social Media Analytics- Facebook insights, Twitter analytics, Youtube analytics, Social Ad analytics /ROI measurement. Common mistakes analysts make while using Web analytics tools.

 

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