digital selling strategy module manual

8/8/2019 Digital Selling Strategy Module Manual

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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

2. Customer behaviour differencesn

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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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Digital Marketing Ryan/Jones

Ch 2

Getting to Transformation Randiv Mehta

Ch 2, 3


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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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Ch 6, 7 & 9


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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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Ch 6 & 7

Getting to Transformation Randiv Mehta

Ch 5, 6, 18


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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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digital selling strategy module manual

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