Please click on the given subjects to see the full detail of that curriculum

SEMESTER-2

WEB Analytics

Course Objective: The objective is to understand concept of Business by Web in relation to
systems development and business administration and this course help in to apply basic web
analytics methods for business value of web-based enterprise solutions.

UNIT I

Basics:

1. Introduction to Web Analytics
2. Importance of Web Analytics
3. Web Analytics Process
4. Google Analytics:
5. Google Analytics
6. Audience Analysis
7. Acquisition Analysis
8. Behavior Analysis
9. Conversion Analysis

UNIT II

Data collection architecture

1. Introduction to OLAP
2. Web data exploration and reporting

Tools of web analytics: 

1. Optimizely
2. Kissmetrics
3. Crazyegg
4. Key Metrics
5. Conversion

Data Sources: 

1. Server Logs
2. Visitors’ Data
3. Search Engine Statistics
4. Conversion Funnels
5. Web Analytics Visualizes Data
6. Acquisition and Conversions

UNIT II

1. Data Segmentation
2. Analysis Using Segmentation

1. Dashboard Implementation
2. Types of Dashboards
3. Metrics for Every Dashboard
4. Navigating goggle analytics-Basis Metrics
5. Main Sections of Google Analytics reports
6. Adobe Analytics

UNIT IV

1. Social Media Analytics
2. E-commerce Analytics
3. Mobile Analytics
4. A/B Testing
5. Automated Reporting And Annotation
6. Actionable Reporting
7. Web Analytics Terminology
8. Referral marketing
9. Content marketing

Social Media Marketing

Course Objectives: Students will be able to identify the importance of the Social media
marketing for marketing success, to manage customer relationships across all social &
digital channels and build better customer relationships, they are able to create a digital
marketing plan, ways of integration; will learn how to integrate different social media tools
and create marketing content for measuring effects of social media marketing and getting
insight of future trends that will affect the future development of the social media
marketing.

UNIT I

Introduction to Social Media Marketing:

1. The Role of Social Media Marketing
2. Identifying Target Audiences
3. Rules of Engagement for SMM
4. Overview of Digital Marketing

Social media Channels:

1. Types and models
2. Social media benefits and
   applications
3. Social media marketing framework

Consumer behavior on the Internet:

1. Basics
2. Evolution of the digital consumer
3. Managing consumer demand & IMC

UNIT II

Social media marketing campaign:

1. Elements of marketing campaigns
2. Implementing social media marketing campaigns
3. Budgeting

Managing social media marketing revenue:

1. Social media marketing revenue sources
2. Managing service delivery and payments
3. Social media execution
4. Campaign analytics

UNIT-III

Web site planning & Overview:

1. Web Marketing
2. Understanding Website
3. Domain
4. Hosting & Web server
5. Web site v/s Portals
6. Web site designing basics
7. Types of websites
8. Types of webservers
9. SWOT analysis of website
10. Optimization of Web Site
11. SEM
12. SEO
13. Content marketing and ROI

UNIT- 1V

Emerging trends in social media marketing:

1. Big data
2. IOT

Content Creation and Sharing:

1. Blogging
2. micro blogging
3. Google Analytics
4. Podcasts
5. Webinars
6. Email Marketing- Introduction and Significance
7. LinkedIn Marketing
8. Designing and Monitoring
   Video campaigns
9. Pinterest

Search Engine Management and Search Engine Optimization

Course Objective: Search engine management & optimization is one of the most important parts of Digital Marketing. SEM is identified as an effective form of internet or digital marketing that focuses on promoting the websites in terms of enhancing their visibility along both paid and also organic searches. SEO is about getting organic traffic on website from search engines. In digital marketing space, SEO is considered as one of the most effective channels for getting visibility, traffic on website without spending too much.

Course Outcome: On successful completion of the course students will be able to:

• Demonstrate cognitive knowledge of the skills required in conducting online search and
  research on online markets, as well as in identifying, assessing and selecting digital market
  opportunities.
• Explain emerging trends in digital marketing and critically assess the use of digital marketing tools by applying relevant marketing theories and frameworks.
• Investigate and evaluate issues in adapting to globalized markets that are constantly changing and increasingly networked.
• Comprehend the importance of conversion and working with digital relationship marketing.

UNIT-I

SEM:

1. Introduction to SEM
2. Introduction to Ad Words (About Google and Google Ad Words, Ad Words fundamentals Overview of search ad positions, Introduction to the Google network)
3. Account management ( Setting up an Ad Words account, Account management)
4. Campaign and ad group management(Campaign strategy, Campaign set-up, Managing
   campaigns)
5. Introduction to ad group management Keyword targeting ( Introduction to keyword
   targeting, Keyword management & troubleshooting, Keywords and the display network)

UNIT-II

Introduction to SEM Terminologies:

1. Payper Click (PPC)
2. Cost Per Click (CPC)
3. Search Engine Results Page (SERP)
4. Click-Through Rate (CTR)
5. Impressions (served and viewable)
6. Split Testing(Multivariate and A/B Testing)
7. Development of PPC ads
8. CPM and CPA campaigns, Retargeting
9. Comparison between SEO and SEM

SEO:

1. Understanding Search
   Engine Optimization
2. Features of SEO
3. Significance of SEO
4. Inverted Pyramid in SEO.

UNIT-III

On-Page SEO

1. Keyword Research with Google Keyword Planner
2. Difference between
   keywords stuffing & KW placement
3. Selection of a Domain Name, Page Naming {URL Structuring} and Folder Naming Image Naming, Image Title and ALT Tags Creation.
4. Meaning of Meta Tags
5. Description
6. Robots
7. Keywords
8. Author Redirection Tags Headings
   Tags {H1 to H6}
9. Meaning of Content Writing
10. SEO Friendly Content Writing {Insert keywords in content}
11. Anchor Text
12. Link Title Internal linking Robot
13. Text file use and creation
14. HTML Sitemap creation
15. XML Site Map Creation Site Tracking Tools(Google Webmaster Tool, Google Analytics Tool)
16. Alexa
17. Alexa Integration.

UNIT-IV

Off-Page SEO:

1. Meaning of OFF-Page Optimization
2. Backlinks
3. Importance of Backlinks are
4. Important
5. Getting Backlinks
6. Difference Between Do-Follow and No-Follow Backlinks
7. Meaning of Google Page Rank
8. Steps to Increase Page Rank
9. Search Engine Submissions
10. Directory Submissions
11. Article Writing and submissions
12. Press Release writing and submissions
13. Blog Posting and comment writing
14. Classifieds posting
15. Forum Posting
16. Business Listing
17. Social Bookmarking
18. Social Networking RSS
19. Feeds Do’s and Dont’s of link building
20. Easy link acquisition techniques, Domain Authority & How to
    Increase

E Commerce

Course objective: Upon successful completion of this course, the student will be able to
understand the e-commerce concepts. The objective of the course is to acquaint the students
with E-commerce in competing International markets.

Course Outcomes:  After completion of the course, the students shall be able to:

1. Understand various applications and scope of ecommerce
   Acquire knowledge of various payment modes used in ecommerce today and issues
   Involved in e-commerce and payment system
2. To apply e-commerce theory and concepts to what e-marketers are doing in “the real World”
3. Describe how to follow various security issues while dealing with e commerce

UNIT-I

Introduction to E-Commerce and E- Business :

1. Definition and competing in the digital economy – Forces Fuelling E-commerce and E- Business Models – Environment of EBusiness
2. Economics and social impact of E- Business
3. opportunities and Challenges. ECommerce vs M-Commerce
4. Different E-Commerce Models (B2B, B2C, C2C)
5. Legal and Ethical issues in E-Commerce
6. Role of Internet in E-commerce

UNIT-II

1. Overview of Electronic Payment system
2. Types of Electronic payment schemes (Credit cards, Debit cards, Smartcards, Internet banking)
3. E-checks
4. E-Cash Concepts and applications of EDI and Limitation

Issues in Electronic payment systems:

1. Legal
2. Security and Privacy issues ECommerce security
   Threats
3. managing security issues through internet security protocols and
   standards and Firewall
4. Electronic Agreements & Digital Signatures

UNIT-III

1. Supply chain management: Supply chain Integration and coordination
2. importance of supply chain management
3. Objective and methodology of supply chain management
4. CRM – online sales force
5. online customer service and support

Technology and Marketing Strategy:

1. Intranets and manufacturing
2. Integrated logistics
3. agile manufacturing
4. Internet Marketing
5. Manufacturing Information Systems
6. Intranet based manufacturing logistics Management

UNIT-IV

1. Security Issues in e-business: Security Overview
2. Electronic Commerce Threats, Encryption
3. Cryptography
4. Public Key and Private Key Cryptography
5. Digital Signatures
6. Digital Certificates

Securing E-commerce Networks:

1. Security Protocols such as HTTP, SSL, Firewalls, Personal Firewalls, IDS, VPNs, Public Key Infrastructure(PKI) for Security
2. Importance of Internet and Search Engine and Role of Keywords in SEO
3. On-Page Optimization (Onsite) and Off Page Optimization

Online Reputation Management

Course Objective: The objective is to develop an understanding of the concept of Online Reputation management, benefits and pitfalls of Social Media Marketing. This course helps in understanding about tools to be used for brand monitoring & Brand awareness with the help of ORM techniques.

UNIT I

1. Overview of Reputation management
2. Introduction to Social MediaMarketing
3. Types of Online Reputation Management Services
4. Relevant Local and Global ORM Stories
5. Role of ORM in Lead Generation Monitoring/Brand Monitoring
6. Reputation Defending Techniques Building Positive links
7. Press Release
8. Tagging
9. Buying well ranking Sites
10. PPC

UNIT II

1. Online Reputation Monitoring Tools
2. RSS Alerts
3. Google Reader
4. Google Alert
5. Comment Tracking
6. Social Monitoring
7. Twitter Alerts
8. ORM tips and tricks
9. ORM Model
10. ORM Guidelines
11. Dealing with negative reviews & links
12. ORM Strategy creation

UNIT III

1. Creating positive Brand Awareness
2. Branding on social media
3. Competitors Analyzing
4. Importance of listening Online and responding
5. SMO Tools
6. Generating positive Reviews and Feedback
7. Evaluating ethics and sentiments of the company
8. Start-up or existing
9. Measuring the strong points about the company

UNIT IV

1. ORM Techniques
2. Defense mechanism
3. Creating links via subdomains
4. Additional sites
5. Site links
6. Google local listings
7. Using Social Media Platforms
8. Paid Tools and listing via Facebook and Google
9. Website and other links optimization
10. Review Management

Guidelines for Project Work / Dissertation:

OBJECTIVE: The objective of the project course is to help the student develop ability to apply multidisciplinary concepts, tools and techniques to analyze and logically approach the problems.

TYPE OF PROJECT

The project may be from any one of the following types:

Comprehensive case study (covering single organization/multi-functional area problem formulation, analysis and recommendations).
ii) Inter-organizational study aimed at inter-organizational comparison/validation of
theory/survey of digital management practices.
iii) Field study (empirical study)

PROJECT PROPOSAL

Proposal should be prepared in consultation with the supervisor and submitted before the
routine first MST in department.

The Proposal may have the following components:

1. Introduction, brief background, and Rationale of the topic chosen for the project.
2. Brief Introduction and vital details of the organization/s understudy.
3. Statement of the problem.
4. Objectives of the Project (clearly stated in behavioral terms).
5. Research Methodology
6. Limitation of the proposed project, if any.
7. Any other relevant detail which will help better appreciation and understanding of the
8. project proposal.

PROJECT PROPOSAL EVALUATION:

The project proposal will be evaluated by the panel of three teachers immediately after first
MST in presence of student, who will give the presentation to the panel.
In case of non-approval of the proposal the comments/suggestions for reformulating the
project proposal will be communicated to the student. In such case, the revised project
proposal should be submitted within 7 days, which shall be evaluated on similar guidelines.

PROJECT PRE-SUBMISSION:

After approval of the project proposal, the students shall complete their projects and submit
the completed Project Report (Spiral bound) for final internal evaluation before 2nd
MST.

The guidelines for project report are as follows:

The length of the report may be about 50 to 60 double spaced typed pages not
exceeding approximately 18,000 words (excluding appendices and exhibits).However,
rational variation on either side is permissible.

The Project Report may have the following:

Cover Page – must have the Title of the Project, Name & logo of college / university, Name and University Roll No of the Student and the Name of
the Guide, along with the designation and department.

• Detailed table of contents with page nos.
• All pages of the Project Report must be numbered as reflected in the table of
• contents.
• Project Proposal, properly bound in the project and not just stapled. Please
• note that project with stapled Proposal will not be accepted.
• Certificate of originality- duly signed by the student and the guide with dates.
• Introduction to the Project and Review of Literature along with brief details
• of the organization/s understudy.
• Rationale Statement of problem
• Objectives of the Project
• Scope of the study
• Research Methodology

Details of the tools:

1. The Questionnaire and other methods used and their purpose
2. Reliability and Validity of the tools used
3. Administration of tools and techniques
4. Data collection
5. Data Handling, Statistical tools used for Data Analysis
6. Data Interpretation and Findings
7. Recommendations
8. Summary and Conclusion
9. Limitations of the Project
10. Reference/Bibliography
11. Annexures/Appendices (Questionnaire used etc.)

The spiral bound project report will be evaluated by the panel of three teachers before second
MST in presence of student, who will give the presentation to the panel before second MST.
In case of non-approval of the final project report, the comments/suggestions for revising the
project report will be communicated to the student. In such case, the revised project report
should be submitted within 7 days, which shall be evaluated on similar guidelines.

SUBMISSION OF FINAL PROJECT REPORT:
After incorporating changes, if any, pointed out during internal evaluation, the final Project
Report in Hard Bound form (3 copies) shall be submitted by the student at least 3 working
days before final viva voice. After signing of certificate by student and supervisor, one copy
will be retained by the supervisor, second copy by the student and third copy shall be
produced at the time of viva-voice, which shall be maintained by the department as record.

OBJECTIVE: The objective of the seminar is to help the student to exhibit the knowledge of various
platforms of digital marketing as learned during the duration of the course.

The student is required to give a presentation on any relevant topic from the course material.