Certificate Course

in

Digital Marketing
2022-23
(Duration: Six Months)

Scheme and Syllabus

Rourkela Institute of Management Studies

Institutional Area, Gopabandhu Nagar, Chhend,
Rourkela-769015, Odisha

Under

Sambalpur University
Jyoti Vihar, Burla – 768019, Odisha

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 Scheme of the Course

Slno Paper Paper Name Credits T

Code
1 DM101 Introduction to Digital Marketing 4 4

2 DM102 Social Media Marketing 4 4

3 DM103 Search Engine Optimization 4 4

4 DM104 Advertising Tools & Its Optimization 4 4

5 DM105 Web Analytics 4 4

6 DM106 Website Hosting using Word Press 3 3+1 (L)

7 DM107 Project 8 4-L

Total Credit 32

N.B. : T – Theory, L – Lab

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 Regulation for Certificate Programme in Digital Marketing (CPDM)
1. The certificate programme in Digital Marketing (DM) is a six months full
time certificate programme. After successful completion of the programme
certificate will be provided to the qualified students.
2. Duration: The duration of the programme shall be six months with one
semester. There will be two session in a year i.e. July to December and
January to June.
3. Eligibility Criteria: the candidate should have passed the +2 examination of
CHSE, Odisha or its equivalent board / council in any discipline with
minimum 40% marks in aggregate. The selection will be based on the marks
obtained in +2 examinations.
4. Number of Papers: During the course the student has to cover six papers
each with 04 credits and 01 project with 08 credits. There will be
approximately 10 classes of 01 hour duration for each one credit of a paper.
5. Attendance: A candidate shall be required to attend 75% of class during a
Semester. Consolation may be granted by the principal only to the extent of
15% in exceptional cases i.e. Serious Illness &Hospitalization, Accident,
Mishap in the family, Deputation by the college for any specific work. The
candidates falling short of required attendance percentage will not be
allowed for form fill up for the university examination. The candidate will
appear the examination in the next batch.

6. Internal Examination (50% internal marks) :

Internal marks will be assigned based on

i. Assignment / Presentation - 10 marks

ii. Attendance - 10 marks
iii. Case Discussion - 10 marks
iv. Internal Examination - I - 10 marks
Internal Examination – II - 10 marks
Total - 50 marks

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 7. External Examination (50% external marks) :
The external examination will be conducted by the university; the
examination will be conducted tentatively in the month of December and
June.

Paper will be set by a panel of examiners to be approved by BOS

8. Passing Criteria: Each of the paper will carry 100 marks and the project
will carry 200 marks. The marking will be based on numerical score. The
candidate remaining absent in either internal examination or university
examination in any paper will be considered as absent in that paper inspite of
securing marks in any one of the components.

i. To pass a paper, a candidate should score minimum 50 percent marks

in that paper with at least 40 percent marks in internal examination
and university examination.
ii. To pass the project, a candidate should score a minimum of 60 percent
marks.
iii. In order to become eligible for certificate the candidate must pass in
all individual papers and the projects.

9. Award of Certificate: A candidate meeting the passing criteria will be

eligible for certificate. The following award may be given to qualifying
candidates.
i. 50% - 65% - Pass
ii. 65% - 80% - 1st Class
iii. Above 80% - 1st Class with Distinction.

10.Back Examination: Candidate failed in any paper in an examination can

appear for the next examination for the next batch in those papers where he /
she have scored less than 50% marks.
11. Improvement Examination: Candidate passed in all the papers and project
and got pass award may appear for improvement examination in the next
examination with the next batch students. A maximum of 03 papers can be
selected for improvement and only one chance will be provided.
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 12.Project Evaluation: The project will be assigned by the faculty members of
the institute after 03 months of the class commencement. Project will be
evaluated through panel of examiner whose name will be approved by BOS.
There will be 200 marks for the project where 100 marks to be given by
internal faculty and balance 100 marks will be given by external examiner.
Absence in project evaluation shall b treated as fail in that paper.

13. Question paper setting: The question paper should be set in such a manner
that the question paper should cover all the units.

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 Certificate Programme in Digital Marketing
Course Structure:

Sl. No. Paper Name Credits

1 Introduction to Digital Marketing 4

2 Social Media Marketing 4

3 Search Engine Optimization 4

4 Advertising Tools & Its Optimization 4

5 Web Analytics 4

6 Website Hosting using Word Press 3

7 Project 8

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 Syllabus
Introduction to Digital Marketing

Objective- To understand the basic Concepts of Digital marketing and the road
map for successful Digital marketing strategies.
Total Credit-4
Hours/Week-4

Module-I Fundamentals of Digital marketing & Its Significance, Traditional marketing Vs Digital
Marketing, Evolution of Digital Marketing, Digital Marketing Landscape, Key Drivers,
Digital Consumer & Communities, Gen Y & Netizen’s expectation & influence wrt
Digital Marketing.
Module-II The Digital users in India, Digital marketing Strategy- Consumer Decision journey,
POEM Framework, Segmenting & Customizing messages, Digital advertising Market in
India, Skills in Digital Marketing, Digital marketing Plan.
Module-III Terminology used in Digital Marketing, PPC and online marketing through social media,
Social Media Marketing, SEO techniques, Keyword advertising, Google web-master and
analytics overview, Affiliate Marketing, Email Marketing, Mobile Marketing
Module-IV Display adverting, Buying Models, different type of ad tools, Display advertising
terminology, types of display ads, different ad formats, Ad placement techniques,
Important ad terminology, Programmatic Digital Advertising.

Case Study-1-Airtel Fashion Shoot

Suggested Books

1. Digital Marketing –Kamat and Kamat-Himalaya

2. Marketing Strategies for Engaging the Digital Generation, D. Ryan,
3. Digital Marketing, V. Ahuja, Oxford University Press
4. Digital Marketing, S.Gupta, McGraw-Hill
5. Quick win Digital Marketing, H. Annmarie , A. Joanna, Paperback edition

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 Syllabus
Social Media Marketing

Objective- To know the importance of Social media Platforms importance in

Digital Marketing

Total Credit-4

Hours/Week-4
Module-I Fundamentals of Social Media Marketing& its significance, Necessity of Social media
Marketing, Building a Successful strategy: Goal Setting, Implementation.
Module-II Facebook Marketing: Facebook for Business, Facebook Insight, Different types of Ad
formats, Setting up Facebook Advertising Account, Facebook audience & types,
Designing Facebook Advertising campaigns, Facebook Avatar, Apps, Live, Hashtags
Module-III LinkedIn Marketing: Importance of LinkedIn presence, LinkedIn Strategy, Content
Strategy, LinkedIn analysis, Targeting, Ad Campaign
Module-IV Twitter Marketing:- Basics, Building a content strategy, Twitter usage, Twitter Ads,
Twitter ad campaigns, Twitter Analytics, Twitter Tools and tips for mangers. Instagram
& Snapchat basics.

Case Study-1:- ICICI Bank: Building India’s Most Social Bank on facebook

Suggested Books-

6. Digital Marketing –Kamat and Kamat-Himalaya

7. Marketing Strategies for Engaging the Digital Generation, D. Ryan,
8. Digital Marketing, V. Ahuja, Oxford University Press
9. Digital Marketing, S.Gupta, McGraw-Hill
10. Quick win Digital Marketing, H. Annmarie , A. Joanna, Paperback edition

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 Syllabus
Search Engine Optimization

Objective- To understand the technological importance of SEO

Total Credit-4
Hours/Week-4

Module-I Introduction to SEO, How Search engine works, SEO Phases, History Of SEO, How
SEO Works, What is Googlebot (Google Crawler), Types Of SEO technique, Keywords,
Keyword Planner tools
Module-II On page Optimization, Technical Elements, HTML tags, Schema.org, RSS Feeds,
Microsites, Yoast SEO Plug-in
Module-III Off page Optimization- About Off page optimization, Authority & hubs, Backlink, Blog
Posts, Press Release, Forums, Unnatural links.
Module-IV Social media Reach- Video Creation & Submission, Maintenance- SEO tactics, Google
search Engine, Other Suggested tools

Case Study-1- Barclays Business Banking SEO campaign

Suggested Books-

11. Digital Marketing –Kamat and Kamat-Himalaya

12. Marketing Strategies for Engaging the Digital Generation, D. Ryan,
13. Digital Marketing, V. Ahuja, Oxford University Press
14. Digital Marketing, S.Gupta, McGraw-Hill
15. Quick win Digital Marketing, H. Annmarie , A. Joanna, Paperback edition

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 Syllabus
Advertising Tools & Its Optimization

Objective- How to creates effective Ad Words campaign & Advertising

Positioning with respect to the Digital marketing
Total Credit-4
Hours/Week-4

Module-I Advertising & its importance, Digital Advertising, Different Digital Advertisement,
Performance of Digital Advertising:- Process & players, Display Advertising Media,
Digital metrics
Module-II Buying Models- CPC, CPM, CPL, CPA, fixed Cost/Sponsorship, Targeting:- Contextual
targeting, remarking, Demographics , Geographic & Language Targeting.
Module-III Display adverting, different type of ad tools, Display advertising terminology, types of
display ads, different ad formats, Ad placement techniques, Important ad terminology,
ROI measurement techniques, AdWords & Adsense.
Module-IV YouTube Advertising:- YouTube Channels, YouTube Ads, Type of Videos, Buying
Models, Targeting & optimization, Designing & monitoring Video Campaigns, Display
campaigns

Case Study-1:- Display Plan

Suggested Books-

1. Digital Marketing –Kamat and Kamat-Himalaya

2. Marketing Strategies for Engaging the Digital Generation, D. Ryan,
3. Digital Marketing, V. Ahuja, Oxford University Press
4. Digital Marketing, S.Gupta, McGraw-Hill
5. Quick win Digital Marketing, H. Annmarie , A. Joanna, Paperback edition

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 Syllabus
Website Hosting using Word Press
Objective- How to createwebsite using Word Press
Total Credit-3
Hours/Week-2

Module-I Website Planning & Development- Website, Types of Websites, Phases of website
development, Keywords: Selection process
Module-II Domain & Web Hosting:- Domain, Types of Domain, Where to Buy Domain,
Webhosting, How to buy Webhosting
Module-III Building Website using Word press-What is Word press, CMS, Post and Page
Module-IV Word press Plug-ins- Different Plug-ins, social media Plug-ins, page builder plug-ins:
the elementor, how to insert a section, how to insert logo, Google Micro sites

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 Syllabus
Web Analytics
Objective- Web analytics focuses on optimizing an organization's digital
ecosystem by collecting, analyzing and enabling the making of data-informed
decisions.

Total Credit- 4
Hours/Week- 4

Module-I Introduction- What's analysis?, Is analysis worth the effort?, Small businesses, Medium
and Large scale businesses, Analysis vs intuition, Introduction to web analytic
Module-II Google Analytics -Getting Started With Google Analytics, How Google Analytics
works?, Accounts, profiles, and users navigating Google Analytics, Basic metrics, The
main sections of Google Analytics reports Traffic Sources Direct, referring, and search
traffic Campaigns AdWords, Adsense.
Module-III Content Performance Analysis- Pages and Landing Pages, Event Tracking and
AdSense, Site Search. Visitor Analysis- Unique visitors, Geographic and language
information, Technical reports, Benchmarking.
Module-IV Social Media Analytics- Facebook insights, Twitter analytics, Youtube analytics, Social
Ad analytics /ROI measurement. Goals and E-Commerce Tracking- Setting up goals
Goal reports, Ecommerce tracking. Actionable Insights & The Big Picture- Recap of
Google Analytics reports and tools, Finding actionable insights, Getting the organization
involved, Creating a data-driven culture, Resources Common mistakes analysts make
Additional Web analytics tools.

Suggested Books-

1. Practical Web Analytics for User Experience, How Analytics Can Help You Understand
Your Users, By Michael Beasley · 2013
2. Advanced Web Metrics with Google Analytics By Brian Clifton · 2010

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