MCA

Type: Elective
Contact Hours: 4 hours/week
Examination Duration: 3 Hours
Mode: Lecture
External Maximum Marks: 75
External Pass Marks: 30(i.e. 40%)
Internal Maximum Marks: 25
Total Maximum Marks: 100
Total Pass Marks: 40(i.e. 40%)

Instructions to paper setter for End semester exam:
Total number of questions shall be nine. Question number one will be compulsory and will be consisting of short/objective type questions from complete syllabus. In addition to compulsory first question there shall be four units in the question paper each consisting of two questions. Student will attempt one question from each unit in addition to compulsory question. All questions will carry equal marks.

Course Objectives: The purpose of this syllabus is to make students aware about the basics of marketing. The course discusses about the important role of Digital Marketing in present age of Information Technology.

Course Outcomes (COs)  At the end of this course, the student will be able to:
MCA-20-34 (iii).1                understand basics of marketing and digital marketing;
MCA-20-34 (iii).2               analyse the role of search engine in improving digital marketing and understand about the basics and importance of email marketing;
MCA-20-34 (iii).3               analyse role of social media marketing for the given problem;
MCA-20-34 (iii).4               understand about the basics and importance of web marketing and mobile marketing.

                                                                                               Unit – I
Introduction to Marketing, Importance and Scope of Marketing, Elements of Marketing – Needs, Wants, Demands, Consumer, Markets and Marketers; Marketing vs. Sales. Introduction to Digital Marketing, Benefits & Opportunity of Digital Marketing, Inbound and Outbound Marketing, Content Marketing, Understanding Traffic, Understanding Leads, Digital Marketing use in ‘Business to Business’ (B2B), ‘Business to Consumer’ (B2C) and ‘Not-for Profit’ marketing
                                                                                             Unit – II
Search Marketing (SEO): Introduction to Search Engine , Search Engine Optimization (SEO), importance of SEO for business websites, Search Results & Positioning, Benefits of Search Positioning, Role of Keywords in SEO, Meta Tags and Meta Description, On-page & Off-page optimization, Back Link, Internal & External Links, Ranking, SEO Site Map, Steps for B2B SEO and B2C SEO, Advantages & Disadvantages of SEO
Email Marketing: Introduction to Email Marketing, Elements of Email, Email List Generation, Email Structure, Email Delivery, Online Data Capture, Off Line data Capture, Creating an Email campaign, Campaign Measurement, Concept of A/B testing & its use in email marketing.
                                                                                             Unit – III
Digital Display Advertising: Concepts, Benefits, Challenges, Ad Formats, Ad Features, Ad Display Frequency. Overview of Google AdWords.
Social Media Marketing: Key Concepts, Different Social Media Channels – Facebook, YouTube, Twitter, Instagram, Business Page- Setup and Profile, Social Media Content, Impact of Social Media on SEO, Basic concepts – CPC, PPC, CPM, CTR, CR. Importance of Landing Page. How to create & test landing Pages. User Generated Content (Wikipedia etc.), Multi-media – Video (Video Streaming, YouTube etc), Multi-media – Audio & Podcasting (iTunes etc), Multimedia – Photos/Images (Flickr etc).
                                                                                           Unit – IV
Introduction to Mobile Marketing, Overview of the B2B and B2C Mobile Marketing, Use of Mobile Sites, Apps (Applications) and Widgets, Overview of Blogging Web Analytics: Introduction to Web Analytics, Web Analytics – Types & Levels, Introduction of Analytics Tools and it’s use case (Google Analytics and others), Analytics Reporting, Traffic and Behaviour Report, Evaluate Conversions.
Text Books:
⦁ Stanton William J., Fundamentals of Marketing, McGraw Hill, N. Delhi.
⦁ VandanaAhuja, Digital Marketing, Oxford Higher Education.
⦁ Seema Gupta, Digital Marketing, McGrawHill
Reference Books:
⦁ Kotler Philip & Armstrong Graw, Principles of Marketing, Pearson Education, New Delhi.
⦁ Neelamegham S., Indian Cases in Marketing, Vikas Publication, New Delhi.
⦁ Ian Dodson, The Art of Digital Marketing, Wiley.
⦁ Puneet Singh Bhatia, Fundamentals of Digital Marketing, Pearson Education.