FORE School of Management, New Delhi

Course Outline
Programme: PGDM (FMG/IMG)
Name of the Course: Digital Marketing and Analytics Credit: 01
Term: 4 Academic Year: 2018-2019
Faculty: Payal S. Kapoor, Prof Jitendra K Das, Office Contact No.: 521/405
Mr. Rohit Khurana
Email ID: payal@fsm.ac.in ; director@fsm.ac.in ; rohitkhuranadce@gmail.com

Introduction:

In the changing landscape of business, the scope and relevance of marketing has moved beyond
the traditional buyer seller exchange to world where there is plethora information and reciprocity
of response. Transactions take place in the virtual space with no or limited physical interaction
between the buyer and seller. Consumers are spending more time online than on mass media and
marketers are altering every aspect of their marketing mix to stay ahead of this need. This course
hopes to give the participants an overview and understanding of digital based marketing and
familiarize themselves well with the entire digital media trifecta: earned, owned and paid digital
media and also their measurement.

Objective/s:

This course will allow the participants to get a holistic understanding of what it takes for
organization to reach, promote and succeed in the digital world by answering board questions such
as:
 What are the media and promotion options on various digital platforms?
 What digital strategies should be adopted to reach out to customers via various digital
platforms?
 How to measure success or failure of digital campaigns?
 What are introductory theory and strategy behind marketing analytics?

Text Book:

Digital Marketing by Seema Gupta, McGraw Hill, 2017.

Reference (Books, Journals, Magazines)

E-Marketing by Rob Stokes (Available free online. Students to individually download as per
norm stipulated, for non-commercial use)

Kumar, V. and W. Reinartz. 2012. Customer Relationship Management: Concept, Strategy, and
Tools. Springer-Verlag Berlin Heidelberg. 378p. (from here on referred as - KUMAR)

Understanding Digital Marketing by Damian Ryan, Kogan Page Publishers, 2016.

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Social Media Marketing by Tracy Tuten and Michael Solomon. Sage, 2015.

B to B Digital Marketing by Michael Miller. Pearson Education India, 2015.

Pedagogy:

The instructor will use a mix of case analysis, additional readings, class discussions and
assignments to stimulate thinking and learning. The emphasis will be on contemporary material,
issues and strategies. All of you are expected to read the suggested chapter and additional readings
before the class starts.

Evaluation Component and Weight age

Class Participation & Assignments 10%

Case Analysis 10%
Assignment 5%
Mid-term Examination 20%
Mini Project Work 15%
End Term Examination 40%

Digital Marketing and Analytics Mini Project Details:

All groups must judiciously pick a service/ product brand of a public listed company that is well
established in India. It should not just have sales presence but also production/ operational
facilities. The brand’s marketing communication, preferably, should be developed or at least
suitably adapted for Indian consumers. If the company has multiple categories and brands – please
pick one brand. The company should have at least one strong digital asset (website/ app/ social).

Project Deliverable 1: (Submission Deadline: 3rd session – Hard copy)

1. Group must share the details of the chosen brand

2. Give a brief description of organization and chosen brand (Size, Employee Strength,
Product Portfolio, Market structure)
3. Group must study the organization and the chosen brand well and identify organization’s
Goal or Plan for the chosen brand for the FY 18-19 (A lot of information can be gathered
from Annual Report).

Project Deliverable 2: (Submission Deadline: 5th Session – Power point presentation – marks
weightage 5%)
1. Identify shortcomings of the chosen brand/company website as a user yourself. To
overcome those shortcomings what information of the user is needed?
2. Evaluate their website for its content, structure and design on the basis (and not limited to
the following):
a. Navigation, layout, the fold
b. Credibility
c. Visual identity

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 d. Consistency
e. Colour & White space
f. Common page elements, Call to actions
3. According to the group, does the website, in a generic way, do justice to the balance of
“beauty and business objective”?
4. Has the organization tied well its Goal or Plan for the chosen brand for the FY 18-19 with
its content and design strategy of the website? Explain with evidence.

Project Deliverable 3: (Submission Deadline: 18th Session – Power point presentation –

marks weightage 10%)

Groups will be required to develop a detailed Digital marketing promotion plan that will allow the
organization to get close to its Goal for the chosen brand for the FY 18-19. Digital Marketing plan
needs to be designed to achieve two assigned communication objectives based on the identified
brand’s goal. This will be customized for each group and the details of the same will be shared
with the group one on one by Prof Payal Kapoor , after the 8th session.

Session Plan:

3
Session
Session Theme Additional Reading/Cases Learning Objective
No Instructor
Importance of digital marketing, Understand
1 Introduction to Digital Marketing Chapter 1 ,Text book traditional media vs. Digital Media; digital Prof Payal
audience segmentation Kapoor
Digital trifecta: earned, owned and paid Digital promotion framework , understand the
Chapter 1 , Text book & Case: Don’t
2 & Customer decision journey and role of various digital platforms in the Prof Payal
underestimate the power of common man
interaction of digital platforms customer decision journey Kapoor
Explaining digital content as a critical part of
3 Digital content strategy Chapter 4 E-Marketing by Rob Stokes the organisation's marketing mix (Project Prof Payal
Deliverable 1) Kapoor
Explain the processes and principle of creating
User experience & Web development, remarkable, user-friendly and effective digital
4&5 Chapter 5 & 6 E-Marketing by Rob Stokes
Design and Copy assets; In class exercise ( Project Deliverable Prof Payal
2) Kapoor
Chapter 5, 6, 7 & 8, Text book ; Case: La Understand the utility of difference social
Social Media Marketing Protectora: Engaging in Social Media for a media platforms for various brand promotion Prof Payal
6&7 Social Cause (session 7) objectives Kapoor
Affiliate Marketing and Influencer Who is an influencers ? Why is he an
Chapter 9 of E-Marketing by Rob Stokes influencer? How are brands leveraging Prof Payal
Marketing
8 influencer in their promotion mix Kapoor
Prof Jitendra
9 CRM Framework Chapter 1 & 2 - KUMAR
Contextual relevance of CRM Das
10 Preciseness in understanding cost in a digital Prof Jitendra
Closed Loop Marketing Discussions environment Das
11 Customer’s Definition of Value and Discussions Prof Jitendra
Customer Satisfaction Index Assessing value and its delivery focus Das
12 & CASELET: Frankenmuth Jellystone Resort - Prof Jitendra
13 Life Time Value Management About Word-of-Mouth Referrals Strategic understanding of cost and revenue Das
Mr. Mohit
Various tools and metrics used by Internet Dhawan
14 Chapter 11, Text book companies to measure the performance of (DMAI) & Mr.
different KPIs/Objectives: CPC, CTR, ROAS Rohit Khurana
Web Analytics: Deep Dive etc (DMAII)

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 Mr. Mohit
1) How to optimize content for search engines: Dhawan
15 Chapter 3 & 10, Text book Visibility and Reach (DMAI) & Mr.
2) On-Page VS Off-Page SEO Rohit Khurana
Organic: Search Engine Optimization 3) Social Media Factor (DMAII)
1) Understanding and Analysing Marketing
Objectives for Paid campaigns Mr. Mohit
2) How to use paid marketing from various Dhawan
16 Chapter 3 & 10, Text book
advertising platforms to (DMAI) & Mr.
increase reach and to fulfill marketing Rohit Khurana
Paid: Search Engine Marketing objectives (DMAII)
1) Why Internet traffic is shifting from Mr. Mohit
Desktop to Mobile Dhawan
17 2) How rapidly increasing mobile penetration (DMAI) & Mr.
Chapter 9, Text book ; Chapter 13 & 17 of E- is forcing internet companies to change their Rohit Khurana
Mobile: A Game Changer Marketing by Rob Stokes strategy (DMAII)
Mr. Mohit
Dhawan
18 Digital communication and analytics as Discussions Different revenue Models used by Internet (DMAI) & Mr.
observed across Business Models of Companies and Rohit Khurana
Internet Companies and Case Studies Case studies such as Amazon, Hotstar etc (DMAII)
19 & Prof Payal
Project Presentation
20 Kapoor

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General Guidelines:
1. All participants are expected to meaningfully participate in each and every session and
demonstrate that they have thoroughly read all of the assigned material.
2. There will be zero tolerance to the use of mobile phones during the session. Here use
includes even looking at the phone.
3. All sessions will begin promptly and late entrants will not be allowed.
4. Class participation is critical for effective learning. Class participation will be graded on
the basis of constructive discussion points brought forward by the participant during the
lecture. The instructor may also cold call on participants.
5. Group assignments: all members have to contribute in group work. If a member is found
free loading (not sufficiently contributing in group assignments) either by the course
instructor or based on feedback from other members of the group, he or she will get a
straight F in group assignment components
6. Any form of plagiarism will lead to a score of zero in that component, whether individual
or to the whole group (to know more about Plagiarism please read
http://www.indiana.edu/~wts/pamphlets/plagiarism.shtml ).
7. If any form of feedback is desired, participants are free to visit the instructor personally.
Evaluation components may or may not have a structured feedback mechanism. This
should not deter participant from seeking feedback, if he/she so desires.
8. All deadlines have already been mentioned. No extensions will be allowed.