Post Graduate Certificate in Management (Digital Marketing) [PGCM [DM]

PROGRAMME CURRICULUM

Semester I

Integrated E-Marketing Digital Marketing Strategy and Planning

Section I 1. Introduction to Digital Marketing Strategy and
1. Introduction to Marketing, Definition, Planning
2. Overview of Digital Marketing Landscape -
Concepts, 4p’s, Extended 3P's of Marketing,
Post Covid Impact
Marketing 4.0. 3. Setting Goals and Objectives for Digital
2. What Is Digital Marketing? Marketing Strategy
3. Advantages And Disadvantages of Digital 4. Developing a Digital Marketing Plan
Marketing 5. Budgeting and Forecasting for Digital
Section II Marketing
6. Implementing Digital Marketing Strategies
4. Marketing Mix in Digital Business
7. Measuring and Optimizing Digital Marketing
5. Product In Digital World Campaigns
6. Price In Digital World 8. Ethical Considerations in Digital Marketing
7. Distribution In Digital World 9. Future of Digital Marketing Strategy and
8. Promotion In Digital World Planning
9. Performance Marketing
Introduction to Web Designing
E-Customer Relationship Management 1. Internet And Web Optimisation
2. Web And Internet
1. Data Warehousing 3. Internet Retailing
2. Data Mining 4. Types of Websites
3. Know Your Customer 5. Website Optimization
4. Customer Loyalty and Retention 6. Server Webhosting
5. E-Marketing – Intelligence 7. Secure Electronic Transaction (SET)
6. M – Commerce 8. Track Your Product
7. Digital Communities
8. CRM Through Effective Customer Complaint Search Engine Optimization (SEO)
Handling 1. Search Engines and Basics
9. Call Centre to Contact Centre to Customer 2. On Page Optimization
3. Advanced SEO Course Content
Interaction Centre
4. Off-Page Optimization
10. Customer Experience Management 5. Content Through SEO
6. Content and Copywriting
7. White Hat SEO

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Post Graduate Certificate in Management (Digital Marketing) [PGCM [DM]
PROGRAMME CURRICULUM

Semester II

Online Market Research Email Marketing and Mobile SEO

1. Fundamentals Of Market Research 1. Tips To Maximize Email Marketing Success,
2. Online Market Research Process – I Know Your Audience
3. Sampling 2. Craft Your Message, Choose the Right Format,
Look for Measurable Results
4. Questionnaire Design Development
3. Difference between email and email
5. Scaling campaigns
6. Data Collection – Online Primary Data 4. Types of Email Marketing
7. Data Preparation and Processing 5. Best Practices of email marketing
8. Data Analysis and Interpretation 6. Email Marketing Tools
9. Multivariate Analysis 7. Measuring your Email Campaign Success and
10. Presentation Of Research Findings Analysing Test Results
8. Ascertaining Budget for Email Campaigns and
Legal Implications of Email
Search Engine Marketing (SEM) Marketing
1. The Concept Of SEM 9. Understanding of few metrics such as Open
2. Advertising On Google Ads: An Overview rates, click-through-rates,
3. Creating Your Ad Campaign unsubscribe rates, conversion rates, and
4. Creating A Text Ad, Search Ads and Video Ads bounce rates.
5. Automation Tools in Google Ads 10. Understand Different Devices, Key Points in
6. How Ad Groups Work, Understanding Your Ad Going Mobile
Group Status 11. Short codes & Long codes in Mobile
7. Google Remarketing Marketing
8. Google Analytics and Ad 12. Signal Your Configuration to Search Engines
9. Competitive study of Brands important to 13. Frequently Asked Questions & Avoid Common
include in terms of SEO Mistakes &Case studies

Words Social Media Marketing (SMM)

Project
1. Social Media Landscape: Importance, Value of
social media, Business Students are required to submit an online Project by
2. Uses, Understand Your Audiences the end of Semester II.
3. Social Media Monitoring and Listening
4. Social Media Platforms
5. Introduction to Meta Platforms for SMM:
Facebook and Instagram
6. Introduction to various Platforms for SMM:
You Tube, Tumblr, Reddit,
Snapchat, Twitter, LinkedIn
7. Developing a Social Media Strategy
8. Measuring returns of Social Media Marketing
Investments

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