Evolution of Digital Marketing from traditional to modern era, Role of Internet- Current trends, Info-graphics, implications for business & society; Emergence of digital marketing as a tool- Drivers of the new marketing environment; Digital marketing strategy; P.O.E.M. framework, Digital landscape, Digital marketing plan, Digital marketing models.

Internet Marketing, opportunities and challenges; Digital marketing framework; Digital Marketing mix- Impact of digital channels on IMC - Search Engine Advertising: - Pay for Search Advertisements, Ad Placement, Ad Ranks, Creating Ad Campaigns, Campaign Report Generation- Display marketing: - Types of Display Ads - Buying Models - Programmable Digital Marketing – Analytical Tools - YouTube marketing

Introduction to social media platforms, penetration & characteristics; Building a successful social media marketing strategy- Face book marketing: Business through Face book Marketing, Creating Advertising Campaigns, Adverts, Face book Marketing Tools LinkedIn Marketing: Introduction and Importance of LinkedIn Marketing, Framing LinkedIn Strategy, Lead Generation through LinkedIn, Content Strategy, Analytics and Targeting

Twitter Marketing: Introduction to Twitter Marketing, how twitter Marketing is different than other forms of digital marketing, framing content strategy, Twitter Advertising Campaigns- Instagram and Snap chat: Digital Marketing Strategies through Instagram and Snap chat- Mobile Marketing: - Mobile Advertising, Forms of Mobile Marketing, Features, Mobile Campaign Development, Mobile Advertising Analytics.

Introduction and need for SEO, How to use internet & search engines; search engine and its working pattern, On-page and off-page optimization, SEO Tactics - Introduction to SEM- Web Analytics: Google Analytics & Google Ad Words; data collection for web analytics, multichannel attribution, Universal analytics, Tracking code.