DSC 2H (EB):Social and e-Marketing Unit-I:Social Media: Career in Social Media Marketing - Strategic Marketing - Social media Planning process - Campaigns (tactics and results). Unit-II:Social Consumers: Social media marketing segments - Digital consumers - Digital communities - Online communities - Strong & Weak Ties - Social Community - Social Publishing. Unit-III:Social Media Sites: Face book - Twitter - LinkedIn - YouTube and their Operations - Data mining and Social Media - Role of Social Media in Marketing Research - Social Media and Privacy/Ethics. Unit-IV: e-Marketing: Objectives, Online Advertising - Distribution in e-Marketing, Lead Generation Platform - Customer Service mechanism - Relationship Building medium. Unit-V: Methods of e-Marketing: Advertising Techniques, Selling Methods, Promotion - Public Relations - Sponsorship, Merchandising, Teleconferencing - Chatting. References: Chaffey, D., e-Marketing Excellence: Planning and Optimizing Your Digital Marketing, Burlington: Elsevier. Hanson, W. A. &Kalyanam, K., Internet Marketing & e-Commerce, Thomson Southwestern, Mason, Ohio. 3. Harris, L., Marketing the e-Business, Hoboken: Taylor & Francis. 4. Krishnamurthy, S., Contemporary research in e-Marketing, Hershey, PA: Idea Group Publication. 5. Stephen Dann & Susan Dann, E-Marketing: Theory and Application, Macmillan, New York.
DSC 2H (EB):Social and e-Marketing Unit-I:Social Media: Career in Social Media Marketing - Strategic Marketing - Social media Planning process - Campaigns (tactics and results). Unit-II:Social Consumers: Social media marketing segments - Digital consumers - Digital communities - Online communities - Strong & Weak Ties - Social Community - Social Publishing. Unit-III:Social Media Sites: Face book - Twitter - LinkedIn - YouTube and their Operations - Data mining and Social Media - Role of Social Media in Marketing Research - Social Media and Privacy/Ethics. Unit-IV: e-Marketing: Objectives, Online Advertising - Distribution in e-Marketing, Lead Generation Platform - Customer Service mechanism - Relationship Building medium. Unit-V: Methods of e-Marketing: Advertising Techniques, Selling Methods, Promotion - Public Relations - Sponsorship, Merchandising, Teleconferencing - Chatting. References: Chaffey, D., e-Marketing Excellence: Planning and Optimizing Your Digital Marketing, Burlington: Elsevier. Hanson, W. A. &Kalyanam, K., Internet Marketing & e-Commerce, Thomson Southwestern, Mason, Ohio. 3. Harris, L., Marketing the e-Business, Hoboken: Taylor & Francis. 4. Krishnamurthy, S., Contemporary research in e-Marketing, Hershey, PA: Idea Group Publication. 5. Stephen Dann & Susan Dann, E-Marketing: Theory and Application, Macmillan, New York.
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