উত্তরবঙ্গ বিশ্ববিদ্যালয়
FYUGP 2ND 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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