UNIT 1:
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Role of digital marketing (scope & context)
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Emerging trends, Technology shifts, The online ecosystem
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Role of digital marketing in B2B, B2C marketing
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Emerging trends and patterns in digital consumption
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Consumer engagement – meaning and implication.
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The digital consumer - Online consumer definition & types
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Audience segmentation and profiling
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Consumer online usage and behavior
UNIT 2:
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Understanding How User Interact with Computers
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User Interface Models
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Design Methodologies
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Designing an Interface - Process of Interaction Design
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Human Interaction Speeds
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Human Consideration in Design
UNIT 3:
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Social Media & e-PR - Online reputation management
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Social Media measuring, monitoring & reporting
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How to use blogs, forums and discussion boards
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Blogs, forums and communities
