UNIQUE SERIES AKTU Syllabus
BBC602BMI602

Digital Marketing

L-T-P2-0-0 Credits2 Session2026-27 TypeTheory
Appears in 2 semesters · 2 branches

BCA · Sem 6 (Core, code BBC602) · MCA Integrated · Sem 6 (Core, code BMI602)

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Syllabus

5 units · 40 lecture hours
Unit1

Unit 1: Digital Marketing Basics

8 hrs

Digital Marketing meaning and its importance, Traditional vs Digital Marketing, Benefits of Digital Marketing, Internet Marketing basics, Digital Marketing channels, Types of Business models, Digital Marketing strategies (P.O.E.M framework),Inbound and Outbound marketing, Digital Transformation model, 4Cs of Digital Marketing.

Unit2

Unit 2: Social Media Marketing

8 hrs

Introduction to Social Media Marketing, Social Media marketing strategies, Overview of Social Media platforms — Instagram, Snapchat, Facebook, Mobile, Twitter, Content Planning and Strategy, Influential marketing, Content marketing, Digital Marketing campaign.

Unit3

Unit 3: Search Engine Optimization (SEO)

8 hrs

Introduction to SEO, On-Page and Off-Page Optimization, Role of Keywords in SEO, Organic vs Non-Organic SEO, Blogging as marketing strategy, Types of Blogs.

Unit4

Unit 4: Web Analytics

8 hrs

Meaning, Purpose and process, Types and Tools for analytics — Google analytics, Audience analytics, Acquisition analytics, Behavior analytics Conversion analytics.

Unit5

Unit 5

8 hrs

E-Commerce & Digital Trends E-Commerce: Introduction, fundamental concepts, and online payment gateways. Digital Innovation: Virtual reality, geo-location targeting, programmatic advertising, and privacy/security issues in digital marketing.

Course Outcomes (COs)5 outcomes

After completion of the course student will be able to:

  1. CO1Understanding the digital marketing concepts and its usefulness in business.K1
  2. CO2Planning steps for digital marketing strategy and successfully executing it.K2
  3. CO3Understand the importance of Social Media Platforms and Social Media Marketing for online communication.K2
  4. CO4Applying Search Engine Optimization techniques (SEO) and Search Engine Marketing (SEM) to maximize reach and enhance engagement of users.K3
  5. CO5Analyzing web using analytics tools and gaining insights to various tools for Social Media Marketing.K4

Suggested Readings

  1. . 1. Rajan Gupta, Supriya Madan, "Digital Marketing", BPB Publication, 1st dition, 2022. . 2. Seema Gupta, "Digital Marketing", McGraw Hill, 2nd Edition, 2018. . 3. Puneet Singh Bhatia, "Fundamentals of Digital Marketing", Pearson, 2nd dition, 2020.
  2. Vandana Ahuja, "Digital Marketing", Oxford University Press, 8th Edition, 2019.

Official AKTU syllabus

This subject is on page 24, 25 of the original AKTU PDF.

Official AKTU syllabus PDF ↗