Course : Integrated Digital Marketing

Course Code : BMKT 31244

Credit Value : 4

Status : Compulsory

Level : Level 3

Semester : Semester I

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

  1. apply relevant tools and concepts to design and implement digital marketing plan
  2. evaluate the effectiveness of digital marketing plan by measuring and monitoring the results
  3. discuss ethics and privacy issues applicable in digital marketing environment
  4. identify success factors from global and local digital marketing practices
  5. select right approach and tools to practice digital marketing
  6. produce social digital marketing reports with the help of appropriate tools
  7. develop behavioral targeted digital marketing campaign for a selected small and medium size organization
  8. display competencies pertaining to digital persona

Course Content         :

Topic No

Topic

Learning Outcomes

Teaching and Learning Method

Method of Assessment

1

Branding in Digital Age

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

  1. illustrate the paid media, own media and earned media with suitable examples
  2. recognize the opportunities and touch points of digital platform to build brands
  3. identify ways and means of developing brands in the digitized marketing platform
  4. recognize  the effectiveness of branding within the digital media landscape
  5. construct a display advertising media plan for branding oriented campaign

Lectures

Case study discussions

End  Semester Examination

2

Performance Marketing

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

  1. discuss the importance of key words for search lead marketing in the digitized environment
  2. recognize the importance of search engine optimization to increase the performance of digital marketing plan
  3. develop a display advertising media plan for performance oriented campaign
  4. identify the role of online affiliate partnership that marketers can adopt to achieve the marketing objectives
  5. recognize the potential of e-mail as a performance marketing tool
  6. discuss the importance of web analytics to make informed marketing decisions
  7. create different consumer profiles using web analytics to be targeted in performance marketing campaign
  8. produce reports based on digital analytics to make informed decisions
  9. practice data driven decision making approach in an organizational environment

Case study discussions white paper preparation lab sessions and lectures

Individual written assignment

End Semester Examination

3

Social Media Marketing

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

  1. describe the relative importance of the social media platforms
  2. explain the process of social media monitoring
  3. analyze the consumer sentiments on social media using appropriate tools
  4. decide different methods that can be used to present the social media analytics for decision making
  5. demonstrate the ability to use social media monitoring tools and generate reports
  6. practice a social media brand audit
  7. convince the target audience to engage with a given brand on social media
  8. define public relations in social media environment
  9. demonstrate the ability to use social media management tools

10.  recommend suitable actions to improve/mitigate the reputation occurred in online environment for a given situation

Case discussions Laboratory sessions

Group discussions

End Semester Examination

4

E-Commerce

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

  1. appraise the different e-commerce business models that can be adopted in online business environment
  2. inspect suitable payment modes integrated to e-commerce business models
  3. demonstrate an understanding of shopping cart process in e-commerce platform
  4. distinguish the online shopping behaviour from offline behaviour with suitable theoretical models
  5. assess the viability of existing payment modes for selected e-commerce sites in

Sri Lanka

Guest Lectures

Written group assignment and presentation

End Semester Examination

5

Challenges of Digital Marketing

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

  1. describe the challenges faced by modern business in doing digital marketing
  2. investigate the ethics and privacy issues applicable on doing digital marketing activities
  3. outline the laws applicable in conducting online marketing practices targeting customers

Guest Lectures

Individual Written Assignment

End Semester Examination

6

Integrated Digital Marketing Plan

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

  1. demonstrate the understanding of real world marketing environment and strategize digital marketing approach
  2. use appropriate digital marketing tools to given situations
  3. develop a digital marketing plan for a selected small and medium size organization

Case Study

Group written assignment and presentation

End Semester Examination

Recommended Reading       :

  1. Clifton, B. (2010), “Advanced Web Metrics with Google Analytics”, Wiley Publishing.
  2. Hansen, D. L., Shneiderman, B. and Smith, M.A. (2011), “Analysing Social Media Networks with NodeXL: Insights from a Connected World”, Elsevier Inc.
  3. Harden, L. and Heyman, B. (2009) "Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty".
  4. Mortensen, D. (2009), “Yahoo! Web Analytics Tracking, Reporting, and Analysing for Data-Driven Insights”, Wiley Publishing.
  5. Rigby, D. (2011), “The Future of Shopping, Harvard Business Review”.
  6. Ryan, D. and Jones, C. (2009), “Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation”, Kogan Page Publishing.
  7. Xia,W. (2013), “How to Retrieve Data from Web to Excel”,  Richard Ivey School of Business
 

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