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Course Manual
DIGITAL SELLING STRATEGY
Topics to be covered
Digital Selling Strategy
E-marketing environmenty E- Businessy E-Commercey Ethical& legal issuesy Globalmarketing issues
Understanding high tech customers Product (online offer) Pricing (on line value) The internet for distribution Search Engine Optimization EmailMarketing Online Advertising Affiliate Marketing Search Engine Marketing Distribution channe ls and supplychain management in high-tech markets STP strategies for Online Marketing Mobile Access Devices & Mobile Strategy
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DIGITAL SELLING
STRATEGY
Course Objectives:
This course brings into focus the current changes in the consumers choice ofmedia for interacting
with others (friends / communities /markets) as well as the shift in their preferredmedia and
mediumof communicating and receiving such information. The digital invasion has become
more than welcome not only for the urban young, but for the rural and semi-rural, it could be
great tool for connecting and bridging the gap that exists between diverse socio-economic
clusters that exist in our country
The objective of this course is to enable students tounderstand the concepts of digital marketing,
the value chain, have a glimpseof the consumer behaviour in the digital world and how this
medium can be leveraged by organizations to reach their products and services to the righttarget audience with an effective ROI
Learning Outcomes:
At the end of the course students will be able to:
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1. Understand behavioral trends and habits that are shaping modern markets2. Become familiar with various digital options and to make the right choices for deploying
their strategy
3. Create a more effective marketing mix4. Analyze and present case studies individually as well as to work and contribute in group
tasks
Assessment
Case based midterm exam for 1 hour. 20 marks
Project presentation : 20 marks
End Term exam , using a cheat sheet: 60 marks
Date and other details will be provided in the class
Books and References:
1. Understanding Digital Marketing by Damian Ryan Calvin Jones (Kogan Page)2. Digital Marketing Concepts and Experiences (ICFAI)3. Digital Marketing Approaches and Applications (ICFAI)4. Getting to Transformation Randiv Mehta (McMilan)5. Future Consumer.com by Frank Feather (Warwick Publishing)6. Always On Christopher Volmer with Geoffrey Precourt (Tata McGraw Hill)7. Corporate Blogging in India by Rajeev Karwal & Preeti Chaturvedi (Wisdom Tree)8. It is highly recommended for students to continuously research the internet for quick shifts
in trends that are so common in the digital world.
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Sessions
3 to 6
1. To understand the impact of theInternet
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Digital Marketing Approaches and Applications
Ch: 4, 7 & 9
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in the digital and real world
3. Re-orienting the 4-Ps4. Digital Strategy
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Sessions
11 to 16
1. To understand the meaning,application and development of
various forms of Internet
Marketing
2. Advertising on the Internet andits efficacy
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Sessions
17-18
1. Tounderstand the impact ofthe supply chain in the digital
world
2. Using customer informationeffectively
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Sessions
19-21
1. To understand the targetingof your digital market audience
2. The importance of yourwebsite
3. How to drive and retain trafficto your website
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Getting to Transformation Randiv Mehta
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Sessions
21 to 24
1. To get an insight to themobile revolution
2. Applications & Importanceof mobile technology
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