Certificate Courses for AY 2024-25

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Certificate Course on Digital Marketing 2024-2025


Certificate Course

Certificate Course: Introduction to Digital Marketing (Audited)

Offered by: Department of Management

Course Fees: NIL

Duration: 30 Hours

Date: 20 /01/2025 to 07/02/2025 

Time: 2:00 PM- 4:00 PM

Target Audience:  First Year Students of St. Mary’s College

Instructors: 

  • Dr. D. Kanthi Sree (Ph.D. in Marketing)

  • Dr. Kirti Bidnur (Certified in “The Fundamentals of Digital Marketing” from Google Digital Garage)

  • Mr.Varun Ellanky Founder Digital Ellanky

  • Mr.Shekar Trainer,Digital Ellanky

Coordinators:

Dr. D,Kanthi Sree

Assistant Professor,

Department of Management,

kanthi@stmaryscollege.in

9848690239

Dr. Kirti Bidnur

Assistant Professor

Department of Management

kirtibdnr@stmaryscollege.in

7066732416

Course Assessment

Activity

Marks

Particulars

Internal Examination

20

Half way through the syllabus

Assignment

20

During the course

Final Examination

60

At the End of the Course

Total

100



The final examination question paper shall consist of two parts A and B.

The time for examination 1 ½ hours

Total marks -60 M

PART A

8 Questions * 5 Marks=40M (The students have a choice of answering 8 questions out of a total of 10 questions). 

PART B

2 Questions * 10 Marks=20M (The students have a choice of answering 2 questions out of a total of 3 questions). 

A Supplementary examination would be conducted for medical cases/failures two weeks after the final exam

Overall Grade for the course will be assigned according to the following

Percentage Range

Final Grade

91 - 100%

O

81 - 90%

A

71 - 80%

B

61 - 70%

C

51 - 60%

D

Below 50%

E

Attendance Criteria

  • Students must have at least 80% attendance to meet the criteria for the final grade. 

  • Students who could not meet the required attendance will not be allowed to take the assessment and hence will be awarded a grade of “F”.

Objective: 

Through this course students will be able

  • To gain a marketing advantage by learning the basics of digital marketing for better user retention strategies.

  • To understand online marketing platforms, social media tools, search engine marketing and strategizing marketing.

  • To learn effective marketing techniques that will have a measurable impact on the businesses.



DETAILED SESSION PLAN

SESSION NO.

SESSION NAME

DATE

SESSION DETAIL

RESOURCE 

PERSON

Session 1

Digital Marketing


What is digital marketing?


20/01

Importance of digital marketing



Difference between traditional and digital marketing

Dr. Kanthi  1


Discuss the recent trends and current scenario of the industry 



How has digital marketing been a tool of success for companies?



How to use digital marketing to increase sales


Session 2

Evolution of Digital Marketing


History of Digital Marketing


21/01

Digital Marketing in Modern Era

Dr.Kirti Bidnur1


Future of Digital Marketing


Session 3

Customer Lifecycle


Acquisition



Engagement


22/01

Conversion



On boarding

Dr. Kanthi  2


Retention



Expansion


Session 4

Search Engine Optimization (SEO)

Search Engine Marketing (SEM)


Search Engine Optimization- Introduction

Mr. Satish


Functioning of SEO


23/01

Differences between paid and organic search



Search Engine Marketing- Introduction

Ad Words and Ad Auction


Session 5

Social Media Marketing (SMM)


Organic marketing techniques on social media platforms



Paid marketing techniques on social media platforms


24/01

Creation of effective social media strategies on platforms

Cost per Impression (CPM)

Dr.Kirti 2


cost-per-click (CPC)



cost-per-view (CPV)



Session 6

Content Marketing




27/01

Content marketing Eco- System

7A Framework

Strategic Types of content

Crafting content marketing strategy.

Ms.Anuradha .E




Session 7

Influencer Marketing


Introduction Influencer Marketing



The current state of the influencer marketing landscape


28/01

Importance of Influencer Marketing

Ms.Anureetha


Creation of an influencer marketing strategy




Session 8

Affiliate Marketing


Introduction of Affiliate Marketing


29/01

Process to Become an Online Affiliate Marketer



Uses of Affiliate Marketing

Dr.Kanthi 3


Affiliate Marketing Mistakes and Strategies to Avoid


Session 9

Email Marketing


What is email marketing



How Does Email Marketing Work?


30/01

Advantages and Disadvantages of Email Marketing

Ms.Phebe


How to Automate Email Marketing



Email Marketing Strategies



Email Marketing Tools


Session 10

Inbound Marketing


What Is the Inbound Methodology?



Inbound Marketing Strategies

Ms.Debanjalee

31/01

Inbound Methodology in Marketing



Inbound Marketing Vs Outbound Marketing



Benefits of Inbound Marketing


Session 11

Display Advertising


What Is Display Advertising?



The Display Advertising Targeting Process


03/01

Types of Display Advertising

Ms.Pavitra


Managing Display Advertising



Benefits of Display Ads


Session 12

Mobile Marketing


What is mobile marketing?


04/01

Need a Mobile Marketing Strategy

Types of Mobile Marketing Strategies



Components of mobile marketing

    Mr.Roy 


Planning, implementing, & optimizing mobile marketing program

Feature of Good Mobile Marketing Campaign


Session 13

Google Analytics


What is Google Analytics?


05/01

How Does Google Analytics Work?

Mr. Varun Ellanky


What Can Google Analytics Do?



Benefits of Using Google Analytics


Session 14

Digital Marketing Strategies


Content-based marketing


06/01

Digital Marketing Funnel

Ms. Kirti Bidnur 3


Components of a Digital Marketing Strategy



Digital Marketing Strategy Implementation Process


Session 15

Challenges of an Offline-Online Experience


Digital Marketing in Today’s Retail Industry


07/01

Key Challenges in Digital Marketing

Dr. D. Kanthi 4


Ways to overcome the Challenges


Qualifying Examination



Coordinators’ Name and Signature                                                                          Head of the Department

Dr.D.Kanthi Sree   Dr.Himani Raval

Dr.Kirti Bidnur