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Syllabus Digital Marketing - (CCW332) UNIT I INTRODUCTION TO ONLINE MARKET Online Market space - Digital Marketing Strategy - Components - Opportunities for building Brand Website - Planning and Creation - Content Marketing. (Chapter - 1) UNIT II SEARCH ENGINE OPTIMISATION Search Engine optimisation - Keyword Strategy - SEO Strategy - SEO success factors - On -Page Techniques - Off-Page Techniques. Search Engine Marketing - How Search Engine works - SEM components - PPC advertising - Display Advertisement. (Chapter - 2) UNIT III E - MAIL MARKETING E - Mail Marketing - Types of E - Mail Marketing - Email Automation - Lead Generation - Integrating Email with Social Media and Mobile - Measuring and maximizing email campaign effectiveness. Mobile Marketing - Mobile Inventory/channels - Location based; Context based; Coupons and offers, Mobile Apps, Mobile Commerce, SMS Campaigns -Profiling and targeting. (Chapter - 3) UNIT IV SOCIAL MEDIA MARKETING Social Media Marketing - Social Media Channels - Leveraging Social media for brand conversations and buzz. Successful / benchmark Social media campaigns. Engagement Marketing - Building Customer relationships - Creating Loyalty drivers - Influencer Marketing. (Chapter - 4) UNIT V DIGITAL TRANSFORMATION Digital Transformation & Channel Attribution - Analytics - Ad - words, Email, Mobile, Social Media, Web Analytics - Changing your strategy based on analysis - Recent trends in Digital marketing. (Chapter - 5)