Digital and Social Media Marketing Course outline PDF

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NATIONAL UNIVERSITY OF SCIENCE AND TECHNOLOGY FACULTY OF COMMERCE DEPARTMENT OF MARKETING CMK 2105: DIGITAL AND SOCIAL MEDIA MARKETING COURSE OUTLINE

Course overview At the heart of marketing lies the consumer and their marketing journey through the stages of awareness, intent, conversion and finally retention. In this course, students will learn how digital has revolutionized the interactions between firms and consumers along this journey. Digital marketing offers powerful tools to reach consumers along the funnel: online display ads raise awareness, search listings reach consumers with intent, e-commerce facilitate conversion, and social media both energizes and retains customers. The course examines digital marketing strategy, implementation and executional considerations for B2B and B2C brands and provides a detailed understanding of all digital channels and platforms. Students will complete the course with a comprehensive knowledge of and experience with how to develop an integrated digital marketing strategy, from formulation to implementation. TOPIC Introduction to digital marketing Topics include: • Strategies in Digital Marketing • Aligning Internet with Business Objectives • The digital marketing landscape

OBJECTIVES All current innovation in marketing is through digital channels. This opening lecture demonstrates the power of applying digital concepts across the marketing function in any business. Students will learn how to harness the power of digital marketing as a core driver of the marketing strategy for a company.

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Search Engine Optimisation Topics include: • On & off-page Optimisation • Meta Tags, Layout, Content updates • Inbound Links & Link Building • -Keyword Selection

The topic on SEO will teach students about Search Engine Optimization and how to leverage key techniques to improve a website’s organic ranking on search engine results pages (SERPS) to drive more traffic. It covers key technical insights to cultivate an effective SEO strategy.

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Search Engine Marketing (PPC) Topics include: • How an SEM auction works • Display advertising • Campaign Management • Conversion Tracking • Targeting & Analytics

This topic gives students essential skills to plan , execute and manage a search engine marketing campaign. Students will learn how to develop an effective PPC strategy and achieve demonstrable ROI.

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Conversion Metrics: CPA, CTR

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Web Site Analytics Topics include: • Intelligence Reporting • Conversions, Bounce Rate, Traffic Sources, Scheduling etc. • Web analytics tools to track the specific goals • Examples of goals and conversions

Used properly, web analytics tools can give valuable information to help meet company objectives. This can do this by setting up This topic guides students through web analytics and other data sources to better understand site visitor characteristics and behaviour. Students will understand the most important and appropriate metrics and how to use them to improve digital activities.

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Social Media Marketing Topics include: • What is Social Media Marketing? • Overview of Facebook, Twitter, LinkedIn, Instagram etc. • Building Brand Awareness Using Social Media • The Social Media Marketing Strategy • Insights and Analytics

In this topic, students will learn the skills to effectively engage with customers across a diverse range of social media platforms. Students will learn to set up social media campaigns, define goals and set KPIs. The topic will cover different social media communication styles that apply to different target audiences. Students will learn about the challenges involved in implementing an effective social media strategy for a business, especially when using paid advertising options. And how to schedule, manage and report on social media campaigns.

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Keyword research Topic include: • What are keywords? • What is keyword research? • Different types of keywords. • What is keyword intent? • Tools for keyword research • The importance of keywords in search engine optimisation & paid search. Email Marketing Topics include: • User Behaviour • Segmentation, Key Metrics • Best Practice • Split Testing • Campaign Process Optimisation

This topic will teach students about keywords & how they bridge the gap between a firm’s content and audience, & help the audience to find it. The topic will cover the different types of keywords, keyword intent & the different types of tools available to the marketer for keyword research. Keywords are the foundation of successful search engine optimisation (SEO).

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This topic will teach students about data capture and subscriber segmentation, email design and content, email delivery, and measurement and reporting. Students will also learn how to grow and manage a subscriber database.

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Mobile Marketing Topics include: • SMS Strategy • Mobile Advertising • Mobile Optimized Websites • Local Marketing • Mobile SEO • Video marketing Content Marketing In this lesson, we'll explore: • What content marketing is, and • Why it can add value to an online business • Best practices for creating your own content marketing strategy • The main purposes for content marketing • How to match different formats to your content goals • The channels available to promote and distribute content effectively • How a content calendar can help you organise your content marketing activities

This topic provides students with a solid understanding of the rapid evolution of the mobile marketing landscape. Students will gain knowledge of the strategies and technologies of best practice mobile marketing.

Strategic & action planning- The Digital Marketing Plan Topics include: • Situation Analysis, Planning, Budget, Measurement • Information Gathering & Research • Why setting goals and KPIs is so important to online businesses • How to construct a KPI using the SMART framework • How to analyse data gathered to help improve online marketing efforts.

From identifying your goals to knowing how to track your progress, this topic will show students how companies can put their best foot forward when creating a digital business strategy. Learn how to stand apart from the competition and how to impress customers at every point of their experience. The Strategy and Planning topic provides the skills to create a formal digital marketing plan for an organization, enabling students to work effectively with a digital agency or external contractors as required, and establish an approach that will one to implement a successful digital marketing strategy.

With so many businesses and brands online, content marketing is a valuable tool in helping companies to stand out. Content is much more than just text on a screen. From entertaining GIFs to blog posts, whitepapers, and full-length videos, understanding which content format can make the most impact on an audience is critical. Once you've created content, knowing how to distribute and promote it online is key to getting the desired reaction.

Course material: Any material relevant to the course inclusive of the following Chaffey. D et al., Internet Marketing: Strategy, Implementation and Practice, (2009), 4th Ed, Pearson Chaffey. D and Ellis-Chadwick. F. (2012) Digital Marketing: Strategy, Implementation and Practice, 5th Ed, Pearson Evans. L.L, (2010), Social media marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media, Que publishing.

Grading: 1. Course work: 30% (Class participation; Individual assignments; Group assignments; Social Media Consulting Project) 2. Final Exam: 70%...