Name of the course: /IV Semester/ Digital and Social Media Analytics /

BBA (OBPM)

Course Title: Digital and Social Media Analytics

Course code: No. of credits: 4 L-T-P: 3-0-1 Learning hours: 75
Pre-requisite course code and title (if any): NA
Department: Business Process Management
Course coordinator: Course instructor:
Contact details:
Course type: Core Course offered in: DSEU Vivek Vihar Campus

Course Description:

The course familiarize students with an understanding of how the digital media works and
develop the critical insights necessary to succeed in digital and social media marketing. It
enriches learner with the latest trends, best practices and technologies used in digital
marketing and social media marketing. The Liberalisation and Globalisation coupled with
The Growth of Internet and mobile phone technologies opened up numerous
communication channels for individuals and organizations. Companies that were non-
existent a few short years ago, including Facebook, WhatsApp, LinkedIn, YouTube,
Google and Amazon have become a critical component of integrated marketing strategies,
leading to a shift in the way organizations connect with their stakeholders. This Course
equip students with the ability to plan, implement, and monitor digital marketing
campaigns in a globalized environment.

Course Objective:

This course aims to introduce students to the essential concepts and tools of digital
marketing and social media analytics. By the end of this course, students will be able to:

1. Understand the fundamental principles of digital marketing, including website

fundamentals, SEO, social media marketing, and email marketing.
2. Apply theoretical knowledge through practical exercises to plan and execute digital
marketing strategies effectively.
 3. Analyze various digital marketing strategies to evaluate their effectiveness in
different scenarios.
4. Create comprehensive digital marketing plans that incorporate a range of digital
tools and techniques.
5. Evaluate the impact of digital marketing efforts using data analytics to make
informed decisions.

Through this structured learning approach, students will develop the skills necessary to
navigate the digital marketing landscape successfully.

Course content
MODULE TOPIC L T P
1.Introduction 1.1 Digital Marketing Overview : Concept of Digital 6 - 4
to Digital marketing, Current trends, Reasons for a shift from
Marketing Offline to Digital Marketing, Features & Advantages of
Digital Marketing, Principles & Key Metrics of Digital
Marketing, Scope for Personalization, Principles of
compliance.

1.2 Types of Marketing: Display, Search, Video,

Email, Social Media, Mobile.

2. Introduction 2.1 Social Media Marketing Overview: Social Media 8 - 6

to Social Media Revolution and its effect, Common strategies for
Marketing Targeting audience across social media websites,
Specific strategies with sample products group
activities across various social media, Branding
through Social-Media using Real life examples

2.2 Social Media Platforms: Major Platforms:

Facebook, Instagram, Twitter, LinkedIn; Basic Features
and Audience of Each Platform

2.3 Social Media Basics: Creating a Simple Social

Media Profile for a Business; Understanding Social
Media Metrics: Likes, Shares, Comments, Measuring
 Social Media Success (Analytics and Metrics for Social
Media).

3. 3.1 Introduction to Websites: Basic Structure of a 7 - 6

Understanding Website-Homepage, Navigation, Content Pages,
Websites and Importance of a Well-Designed Website; Basics of
Email Website Development (HTML, CSS, CMS platforms
Marketing like WordPress)

3.2 Basics of Email Marketing: What is Email

Marketing? Components of an Email Campaign-
Subject Line, Body, Call to Action; Understanding
Email Lists and Segmentation

4. SEO & 4.1 SEO Basics: What is SEO (Search Engine 8 6

Content Optimization), On-Page SEO Elements: Keywords,
Writing Meta Tags, Headings

4.2 Keyword Research and Optimization: Type of

keywords, AdWords, Google trends, On and Off Page
Optimization

4.3 Basics of Content Creation: Types of Content:

Blog Posts, Infographics, Videos, E-Books; Importance
of Quality Content in Digital Marketing

5. 5.1 Introduction to Advertisement Platforms 8 4

Advertisement (Google Ads, Facebook Ads, Instagram Ads, LinkedIn
Services Ads, and Twitter Ads), Types of Ads

5.2 Ad Targeting Techniques (demographic targeting,

interest-based targeting. geographic targeting, and
retargeting)

5.3 Cost-Per-Click (CPC) and Cost-Per-Mille (CPM)

Bidding Models
 5.4 Creating Effective Ad Copy and Design, A/B
Testing in Ads, Ad Policies and Compliance

6. Google 6.1 Google Analytics: Introduction, Navigation Panes, 8 4

Analytics and How to initiate Google Analytics in your web, basic
Social Media report building.
Analytics

6.2 Overview of social media analytics, Introduction

to social media analytics research, Data science and
social media analytics, Building a social media research
program, Extracting meaning from data, Tools to track
social media analytics, Organizing and categorizing
social media data, Twitter as a data source for analysis,
Analysing social media data using t-tests and
correlations

Evaluation criteria:
1. Assignment, Attendance & Mid-Semester Exams: 30%
2. End of Semester Evaluation (Exam): 70%

Total: 100 marks

Learning outcomes
Upon completion of this course, the students will be able to:
● Find out opportunities for marketers on digital platform and build the strong content
marketing strategy to connect with the targeted audience
● Find out the keywords specific to Business and create the digital content from it.
● Use of Social media platforms like Facebook, Instagram, Twitter, WhatsApp,
YouTube, LinkedIn for marketing
● Creating Search Engine Marketing Campaign, Email Campaign and application of
On-page and Off-page optimization
● Evaluate the effectiveness of different marketing campaigns in the digital space
● Purchasing domain and web hosting, hosting domain and installing plugins on
WordPress website and Indexing of website

Materials:
Textbooks and other suggestive readings
● Deiss, R., & Henneberry, R. (2017). Digital marketing for dummies. Wiley.
● Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy,
implementation, and practice (7th ed.). Pearson Education.
● Berger, J. (2013). Contagious: How to build word of mouth in the digital age.
Simon & Schuster.
● Scott, D. M. (2017). The new rules of marketing and PR (6th ed.). Wiley.
● Berry, M. (2017). Digital marketing: A practical approach. Goodfellow Publishers.
● Clarke, A. (2024). SEO 2024: Learn search engine optimization with smart internet
marketing strategies. CreateSpace Independent Publishing.

Additional information (if any):

Suggested list of Practical:

Practical 1: Create a Basic Digital Marketing Glossary. Compile a glossary of key digital
marketing terms and their definitions.
Practical 2: Analyze a Digital Marketing Campaign. Examine a simple digital marketing
campaign from a well-known brand and identify its components and objectives.
Practical 3: Evaluate a Website's SEO. Use a free tool like Google PageSpeed Insights or
Ubersuggest to assess the SEO performance of a simple website.
Practical 4: Conduct Basic Keyword Research. Use Google Keyword Planner to find
keywords for a given topic and create a list of relevant keywords.
Practical 5: Set Up a Social Media Profile. Create a basic social media profile for a
fictional business or project on a platform like Facebook or Instagram.
Practical 6: Design a Simple Social Media Post. Use a tool like Canva to design a simple
post for social media, including text and images.
Practical 7: Create a Sample Email Campaign. Use a free tool like Mailchimp to design a
simple email campaign, including an email template and basic content.
Practical 8: Write a Blog Post. Draft a short blog post on a chosen topic, focusing on
engaging and clear content.
Student Responsibilities
Students are expected to read the background material and come for the lecture, to be
interactive in the class discussions