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4G curriculum (older)

For students clearing pending subjects of the 4G scheme (7-digit subject codes, e.g. 4341602). Students admitted under the current scheme study the 5G curriculum.

4341601 · Semester 4 · 4G scheme

Essentials of Digital Marketing

Notes and solutions following the Gujarat Technological University (GTU) syllabus for 4341601. Independent material — not issued by the university.

Information Technology

Materials

Syllabus

The official syllabus this material follows.

  • Syllabus

    10 pages

    FreeRead

Complete Book

The whole syllabus, unit by unit, written for the exam.

Problem Solver

Step-by-step solutions to typical problems.

PYQ Solutions

Past university papers, fully solved.

  • Solved past papers — detailed answers

    156 pages · English + ગુજરાતી

    Premium Preview · 8 pages

  • Solved past papers — short answers

    141 pages · English + ગુજરાતી

    Premium Preview · 4 pages

Syllabus units

Unit 1: Introduction to Digital Marketing4 h · 10 marks
  • Concept of Digital Marketing
  • Evolution of Digital Marketing
  • Digital Marketing Strategy: P.O.E.M. Framework
  • Skills required in Digital Marketing
  • Digital Marketing Plan
  • Digital Advertising market in India
  • Dignified Digital Marketing: Ethics and Data privacy
Unit 2: Introduction to Search Engine Optimization (SEO)10 h · 16 marks
  • Overview of SEO
  • Need of SEO
  • How does a search engine work?
  • White Hat SEO
  • Black Hat SEO
  • On-page optimization
  • Off-page optimization
  • What is SEO ranking
  • Important Factors for SEO ranking
  • Different ways to improve SEO rankings
  • Social media and SEO
Unit 3: Website Analytics8 h · 14 marks
  • Data collection, Weblogs & Page tagging, Key metrics: Unique visitors, Pageviews, Pages/visit, Avg Visit Duration, Bounce rate, New Visits
  • Types of web analytics Tools: Content analytics tools, Customer analytics tools, Usability (UX) analytics tools, A/B and multivariate testing tools, social media analytics tools, SEO analytics tools, General enterprise analytics tools, Open-source web analytics tools, Product analytics tools
  • Setting up goals and conversion rate, goal reports in Google Analytics
  • Single-touch attribution models: First-click, Last-click, Last non-direct click
  • Multi-touch attribution models: Linear, Time decay, Position-based
  • Connect offline with online
  • Long tracking code, Obfuscated tracking code, their pros, and cons, UTM codes
Unit 4: Social Media Marketing12 h · 18 marks
  • importance and benefits of social media marketing
  • Types of social media marketing
  • Building a better Social Media Marketing Strategy
  • Understanding the Facebook Algorithm for delivery of ads
  • Facebook Marketing Assets (Facebook Page, Business Manager, Facebook Ads)
  • Facebook Ads Strategy
  • Creating & optimizing advertising campaigns
  • Facebook Insights and pixel
  • Types of Twitter Ads
  • Twitter Advertising Campaigns
  • Twitter analytics
  • Introduction and Importance of LinkedIn Marketing
  • Types of LinkedIn ads
  • LinkedIn's Campaign Manager
  • LinkedIn Analytics
  • Types of Instagram Content
  • Instagram Ads
  • Instagram insights
  • Types of YouTube Ads
  • Setting up Video campaign
  • YouTube Analytics
Unit 5: Digital Promotions8 h · 12 marks
  • Types of Email marketing
  • Email marketing campaign
  • Email marketing analytics
  • PPC vs SEO
  • Introduction to Google Ads
  • Types of Google Ads Campaigns
  • Ad Extensions
  • Creating ad campaigns
  • Google Ads Bidding and Ranking Strategies
  • Performance Reports

About this course

An exponential growth in the internet and mobile phone users during recent times has opened a wide range of communication opportunities for individuals and organizations. Today, individuals and organizations have started using the internet and digital media as their main marketing strategy in the form of digital marketing. In today's world, everyone is connected in a digital way. Digital Marketing enables us to utilize the capabilities of every online platform in the best possible way. Therefore, there is a need to understand the essentials of Digital Marketing and to inculcate the skills of digital marketing among students. This course provides a detailed understanding of the basics of Digital Marketing concepts, digital marketing platforms, search engine optimization, web analytics, and social media tools and marketing, email marketing, etc. This course will sensitize students to formulate digital marketing strategies and use appropriate tools in an integrated manner. The students will also learn to measure the effectiveness of their digital campaigns using various analytical tools.