India has witnessed an exponential growth in internet and mobile phones users during the recent decade. It has opened a wide range of communication tools for individuals and organizations. Today, communication through online platforms has become a key element of Integrated Marketing Communication strategy and changed the way how organizations communicate with their stakeholders. Organizations have started using the internet and digital devices in their main marketing strategy in the form of digital marketing. Digital marketing is a rapidly growing force in the present marketing domain and is set to be the future of marketing. It has resulted in numerous opportunities and avenues for advertising and marketing both in a domestic and international business environment.
Therefore, there is a need to understand the fundamentals of Digital Marketing and to inculcate the skills of digital marketing among students. In this background, a course on Digital Marketing has been designed which aims to build the conceptual foundation of digital marketing and to develop the students’ skills to plan, implement and monitor digital marketing campaigns in a globalized environment. The target audience of this course is primarily students pursuing MBA and other management-related courses. However, anyone who wants to leverage the power of digital marketing in his business or profession may join this course.
Prerequisites of the course are; Basic Knowledge of the internet and internet browsing Experimental and Analytical mindset, No Hardcore technical knowledge required to pursue this course.
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Books and references
- The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns by Ian Dodson, Wiley; 1st edition (2016)
- Digital Marketing For Dummies by Ryan Deiss and Russ Henneberry, For Dummies.
Instructor bio
Dr. Tejinderpal Singh
Panjab University, Chandigarh
Dr. Tejinderpal Singh is an accomplished educationist, researcher, and affiliate marketer having more than 13 years of teaching and research experience and 4 years of industry experience with specialization in Digital Marketing and Data Analytics. Dr. Singh has rich experience in designing Websites/Blogs using WordPress and practical knowledge of various Digital Marketing domains like Search Engine Optimization (SEO), Search Engine Marketing (SEM), Display Advertising, Google Ads, Google Analytics, Social Media Marketing, etc.
He is presently associated with University Business School, Panjab University Chandigarh as an Associate Professor. He is also a professional trainer in digital marketing and has conducted several workshops on digital marketing and social media marketing for students, academicians, and business executives with a focus on the latest digital marketing tools.
He is a postgraduate from University Business School, Panjab University Chandigarh, and Doctorate from Punjabi University Patiala. Dr. Singh is presently working on two research projects sponsored by UGC New Delhi and ICSSR New Delhi. He has many publications in national and international journals of repute. Dr. Singh was recently invited by the Nottingham Business School, Nottingham Trent University, the United Kingdom to deliver a series of lectures on the ‘Role of Social Media in Promoting Responsible Consumption’ during Global Responsibility Week, March 2019.
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Course certificate
30 Marks will be allocated for Internal Assessment and 70 Marks will be allocated for an external proctored examination