Course : Digital Marketing

Course Code : BMKT 22284

Credit Value : 4

Status : Compulsory

Level                           : Level 2

Semester                     : Semester II

Overall Learning Outcomes : At the end of the session students should be able to;

  1. demonstrate an understanding of trends and importance of digital environment for firms operate in competitive environment
  2. identify the ecosystem of digital environment to deploy and reap the benefits of digital marketing practices
  3. recognize the potential of digital marketing tools  for effective marketing performances
  4. prepare an environmental analysis report for a selected firm considering the influence of evolving digital marketing environment (SWOT and PESTEEL pertaining to digital)
  5. convince of the importance of digital marketing in connected business world
  6. comply to the evolving digital marketing platform easily

Course Content         :

Topic No


Learning Outcomes

Teaching and Learning Method

Method of Assessment


Trends in Marketing Environment in 21st Century

At the end of the session students should be able to;

  1. review the changing landscape of the business environment in terms of marketing perspective
  2. differentiate the digital economy from the old economy with examples
  3. discuss the impact of digital marketing trends by selecting a real world firm
  4. recognize the impact of digitization on human life with suitable examples


Group Discussions

Written Report Based on Discussion

End Semester Examination


Digitized Consumer

At the end of the session students should be able to;

  1. identify the dynamics of offline and emerging online customers in the evolving digital marketing environment
  2. review the importance of digitization in overall marketing practices
  3. appraise the key elements that contribute to the online customer experience providing examples
  4. describe the attributes of the profiled digitized consumer
  5. notice the online value proposition deliver to online customers with suitable examples


Group Discussions

Individual Assignment

End Semester Examination


Social Networking Environment

At the end of the session students should be able to;

  1. describe the evolution of social networking environment
  2. illustrate the basic building blocks of the social media platform
  3. recognize the impact of word of mouth in a networked environment
  4. identify the role of Web 2.0 in a social networking environment
  5. analyze the impact of social media practices in Sri Lanka
  6. display the understanding of impact of social networking on society
  7. practice preferred social networking method to increase  the efficiency of decision making process

Lectures Blog writing Group presentations Lab sessions

Individual Assignment

End Semester Examination


Digital Publishing Environment

At the end of the session students should be able to;

  1. investigate the changes taken place in the publishing environment driven by the development of internet related technologies
  2. apply learned digital publishing tools to support selected small and medium size organization to harness the potential of publishing environment
  3. appraise visual design, typography, artwork, and format consideration in online publishing environment
  4. identify content creation and management in digitized environment
  5. comply with intellectual property rights in digitized environment

Lectures Group Discussions Lab Sessions

Individual Assignment Practical Test

End Semester Examination


Scope of Digital Marketing

At the end of session students should be able to;

  1. identify digital platforms and tools available for effective marketing planning process
  2. describe digital communication tools emphasizing their advantages and disadvantages
  3. recognize the suitability of deploying digital marketing on firm business performance with appropriate examples.
  4. appraise the possible impact of digital marketing on business performance


Lab sessions

Just in time teaching

End Semester Examination


Fundamentals of Digital Marketing Planning

At the end of the session students should be able to;

  1. describe the steps of digital marketing planning process in an organization
  2. define and explain digital marketing communication mix decision pertaining to a digital marketing plan
  3. prepare a digital marketing campaign plan for a selected organization
  4. notice advantages and disadvantages of digital marketing tools to be applied in the proposed digital marketing plan for the selected organization
  5. determine suitable tools to be applied in the proposed digital marketing plan for the selected organization

Lectures Group discussions

Case study

Individual Assignment End Semester Examination


Monitoring and Measuring Campaign Success

At the end of the session students should be able to;

  1. identify relevant metrics applied in digital marketing environment measuring the success of a marketing plan
  2. explain the purpose of monitoring and measuring the digital campaign
  3. demonstrate an understanding of the different procedures and tools used for measuring the success of digital marketing campaigns
  4. demonstrate the basic understanding on report generation and interpretation of digital campaign measurement metrics
  5. practice data driven decision making process in digital marketing environment

Lab Sessions  Case study discussions

Group Presentation

End Semester Examination

Recommended Reading      :

  1. Adobe Digital Publishing Suite White Paper, Digital publishing: A brave new (metrics-driven) world Integrated analytics drive new insights and opportunities for traditional and business publishers.
  2. Bradley, S.P. and Bartlet, N. (2011), "Social Networks: The Portals of Web 2.0", Harvard Business School.
  3. Forrester Consulting, A Custom Technology Adoption Profile Commissioned By Lithium Technologies- The Emerging Role of Social Customer Experience In Customer Care
  4. HBR Guide to Networking- Branch out Give and Receive Make Smart Connections, Harvard Business Publishing ,2013
  5. Kaplan A.M. &Haenlein, M. (2010), “Users of the world, Unite! The challenges and opportunities of Social Media”, Business Horizon.
  6. Kietzmann, J,H., Hermkens, K., McCarthy, I.P. and Silvestre, B.S. (2011),“Social Media? Get serious! Understanding the functional building blocks of social media”, Business Horizon.
  7. McAfee, A. (2009), “Web 2.0 and the Emergence of Emergence, A History, Explanation, and Definition of New Collaborative Internet Tools”, Harvard Business Press.
  8. Reuber, B.and  Fischer, E.(2012), “Going Digital: Building International Sales in a Digitized Economy”, Rotman Magazine Winter.
  9. Robinson, H. (2012),“Digital Publishing: Does it herald a renaissance for the industry?”
  10. Rose, S., Hair, N. and Clark, M. (2011), "Online Customer Experience: A Review of the Business to Consumer Online Purchase Context", International Journal of Management Review.
  11. Self-Regulatory Principles for Online Behavioural Advertising, (2009)
  12. Stephen, P., Bradley, S.P. and Bartlett, N. (2011), “Social Networks: The Portals of Web 2.0”, Harvard Business School.
  13. Weill, P., Stephanie, L. and  Woerner, S.L, (2013), “Optimizing Your Digital Business Model”, MIT Sloan Management Review.



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