![Course Evaluation Break Down
Evaluation methods Theory
Weight (%)[T]
Quizzes (4 minimum) 15
Assignments / Practical
Assignments (4 minimum)
10
Mid-Term 25
Terminal Exam 50
Total 100](https://image.slidesharecdn.com/lecture01-230916125110-b00e6276/85/Lecture01-pptx-9-320.jpg)
Lecture01.pptx
- 2. DIGITAL MARKETING & E-COMMERCE Khurram Iqbal. Lecturer, Dept of Computer Science. Academic Block-II (AB-II), First Floor, Email: Khurram.iqbal@comsats.edu.pk
- 3. Digital Marketing & E-Commerce Main Topics: Key considerations: • Course Introduction • Defining Digital Marketing & E-Commerce • Types of E-Commerce • E-Commerce Vs E-Business • Key Concepts in Digital Marketing & E-Commerce • Roles and responsibilities in digital marketing and e- commerce
- 4. Catalog Description: 1. Foundations of Digital Marketing and E-commerce 2. Attract and Engage Customers with Digital Marketing 3. From Likes to Leads: Interact with Customers Online 4. Think Outside the Inbox: Email Marketing 5. Estimate the Success: Marketing Analytics and Measurement 6. Make the Sale: Build, Launch, and Manage E-commerce Stores 7. Customer Satisfaction: Develop Customer Loyalty Online
- 5. Catalog Description: • Foundations of Digital Marketing and E-commerce: Learn about the fields of digital marketing and e-commerce and the skills needed for associate-level roles. • Attract and Engage Customers with Digital Marketing: Apply the marketing funnel concept to stages of the customer journey, including engagement, conversion, and loyalty. Learn methods for search engine optimization so potential customers find your products or services. • From Likes to Leads: Interact with Customers Online: Learn how to create marketing content and ads on social media platforms and evaluate their effectiveness using social media analytics data. • Think Outside the Inbox: Email Marketing: Learn how to execute email campaigns, use mailing lists, and automate customer communication and workflows. • Assess for Success: Marketing Analytics and Measurement: Learn how to collect, monitor, analyze, and present data from marketing campaigns using analytics and presentation tools. • Make the Sale: Build, Launch, and Manage E-commerce Stores: Learn the process to create a new e-commerce store and drive traffic to the online business through advertising campaigns. • Satisfaction Guaranteed: Develop Customer Loyalty Online: Learn strategies to build customer loyalty in e-commerce and use specific tools to help develop and maintain client relationships. This course also closes out the program with professional development topics to help you prepare for a job search.
- 6. Textbooks
- 8. Course Learning Outcomes: Sr.# Unit # Course Learning Outcomes Blooms Taxonomy Learning Level SO CLO’s for Theory CLO-1 1 Explain the concepts of Digital Marketing & E- Commerce. Understandin g 1 CLO-2 3 Analyze digital marketing strategies for a business. Analyzing 2,9 CLO-3 4 Apply data analytics techniques. Applying 4 CLO-4 5 Explain the concepts of security, and CRM in the context of E-Commerce. Understandin g 1 CLO-5 6 Apply the concept of online auction in E- Commerce using a case study. Applying 2 CLO’s for Lab CLO-6 2-5 Develop a customized E-Store. Creating 2-4
- 9. Course Evaluation Break Down Evaluation methods Theory Weight (%)[T] Quizzes (4 minimum) 15 Assignments / Practical Assignments (4 minimum) 10 Mid-Term 25 Terminal Exam 50 Total 100
- 10. Course Requirements Assignments/Quizzes/Presentation Written assignments (Small Tasks) (details in coming lectures) Idea is to initiate research-oriented writing not “copy-paste” Attendance, Presentations, Quiz & Class Discussion & Participation (as a regular activity) Volunteer presentations (you must not be that familiar with this kind of stuff, but you need to respond to it quickly!) Formal Presentations in groups: Mid Term & Terminal: Complete Course Contents 10
- 11. Rules!!! 1. Student coming in the class after 10 minutes will be marked as absent. 2. Late submission of assignment is strictly discouraged. Late assignment will not be accepted. 3. Turn off Cell Phones in the Class. 4. You are encouraged to help each other with your homework assignments – but you must turn in your own work. Total= x4 5. Quizzes are announced. Total= x4 6. If you are found to be cheating, you will fail at least the Quiz/ test and perhaps the entire class.
- 13. What is Digital Marketing? Digital marketing can be defined as: The use of digital channels, platforms, and technologies to promote and advertise products, services, or brands to a target audience. It encompasses a wide range of online tactics and strategies: • Search engine optimization (SEO), • Social Media Marketing, (SEM) • Email marketing, • Content Marketing, • Pay-per-click advertising (PPC), • and more.
- 14. Digital Marketing Process • Objective: Promoting products, services, or brands to a targeted audience. • Strategy: Utilizing digital channels and technologies. • Methods: SEO/SEM, Social Media Marketing, Email Campaigns, and Metrics & More. • Result/Purpose: Enhancing Brand Visibility, Engaging Customers, and Driving Digital Conversions.
- 15. Digital Marketing: Key Concepts 1.Search Engine Optimization (SEO): The practice of optimizing your website to rank higher in search engine results pages (SERPs), increasing organic (non-paid) traffic. 2.Search Engine Marketing (SEM): The practice of promoting websites by increasing their visibility in search engine results pages(SERPs) through paid advertising methods like PPC and other paid search strategies. 3.Pay-Per-Click Advertising (PPC): A paid advertising model where advertisers pay a fee each time their ad is clicked, often used in platforms like Google Ads. 4.Analytics and Data Analysis: Using tools like Google Analytics to measure and analyze website and campaign performance to make data- driven decisions.
- 16. Digital Marketing: Key Concepts 1.Content Management System (CMS): A software platform (e.g., WordPress) that allows you to create, manage, and publish digital content easily. 2.Digital Advertising Channels: Various platforms and channels for advertising, including display ads, social media ads, video ads, and more. 3.Influencer Marketing: Partnering with individuals with a significant online following (influencers) to promote products or services. 4.Marketing Funnel: A visual representation of the customer journey from awareness to conversion, often divided into stages like Awareness, Consideration, Conversion and Loyalty. 5.Remarketing/Retargeting: Displaying targeted ads to users who have previously visited your website or interacted with your brand online.
- 17. What Is E-commerce? A comprehensive definition Electronic commerce encompasses the entire online process of • Developing • Marketing • Selling • Delivering • Servicing • Paying for products and services It relies on the Internet and other information technologies to support every step of the process
- 20. E-commerce vs. E-business E-business: • Digital enabling of transactions and processes within a firm, involving information systems under firm’s control. • Does not include commercial transactions involving an exchange of value across organizational boundaries. • E-business applications turn into e-commerce precisely when an exchange of value occurs.
- 21. E-commerce: Key Concepts • Friction-Free Commerce: A seamless, obstacle-free online buying and selling experience. This typically involves easy navigation, quick loading times, secure payment options, and a user-friendly interface. • Lowered Search Costs: Reduced time and effort required for customers to find products or services online. This can be achieved through various means such as advanced search algorithms, personalized recommendations, intuitive website design, and efficient categorization, all of which help users quickly locate the products or services that match their preferences and needs. • Disintermediation: Eliminating middlemen from the supply chain in online transactions. It often occurs due to the direct interaction between producers or manufacturers and consumers facilitated by digital platforms.
- 23. E-commerce: Key Concepts • Price Transparency: • Clearly displaying all costs associated with a product or service for consumers to make informed decisions. • It involves providing comprehensive and readily accessible information about pricing structures, discounts, shipping fees, and any other charges. Price transparency helps consumers make informed purchasing decisions • Elimination of Unfair Competitive Advantage: • First-mover advantages(those firms who were first to market in particular area and who moved quickly to gather market share) • Brand Value • Information asymmetries: • Online prices are cheaper than offline vice versa • Merchants set prices on hit and run pricing (frequently changing) • Network effect: • Occurs where all participants receive value from the fact that everyone else uses the same tool or product. • For example, a common operating system, telephone system, all of which increase in value as more people adopt them
- 24. Agency roles vs. In-house roles Let's explore two of the main paths you can pursue in your career, in-house and agency positions. In-house roles: Work for a single company to market and sell their products. • Get to know one company and its products extremely well. • Gain deep knowledge and expertise in a specific industry. Agency roles: Agencies partner with companies that don't have in house marketing teams to fill their digital marketing and advertising needs. • Collaborate on a variety of initiatives and multiple industries. • Develop a broad and flexible expertise • Get to know certain skill sets very well.
- 25. Roles and responsibilities in digital marketing and e-commerce Associate-level roles in digital marketing • Digital marketing coordinator* • Marketing associate • Search Engine Optimization (SEO) specialist • Search Engine Marketing (SEM) specialist • Social media specialist • Email marketing specialist Associate-level roles in e- commerce • E-commerce analyst* • E-commerce specialist Advance to roles • Digital marketing manager • Social media strategist • Account manager • E-commerce product manager