E - Commerce and digital marketing in hindi||unit-1, part-1||polytechnic 4th semester

#digitalmarketing
Electronics Commerce, advantages and disadvantages. E-Commerce Business
model B2B, B2C, C2C, E-Governance. Four C’s (Convergence, collaborative,
computer content management and call center), Supply Chain Management.
(10 Periods)
2. E-Commerce Payment: (06 Periods)
Payment Gateway, Modes of Electronic Payment, Threats & protections for e-
commerce payment system
3. Principles of Digital Marketing (06 Periods)
Defining Digital Marketing , Setting Digital Marketing Objectives, Set of activities of
digital marketing: Search Engine Optimization, SEO, Search Engine Marketing –
Google AdWords, Social Media Marketing: Facebook, LinkedIn, YouTube, Display
Advertising – Contextual, Behavioral, Targeted, Content Marketing & Blogging,
Lead Generation : Marketing Offer – Attractive / Relevant Offer, Landing Page –
Offer’s details with form, Conversion Page – Thank you page, Email Marketing,
Video Marketing, Responsive Design, Google Analytics
4. Search Engine Optimization (10 Periods)
What is SEO?, Why SEO?, How Search Engine works?, Essential SEO guidelines for
website owner, designer, blogger and content writer : Keyword Research - Creating
Content Hierarchy, Brainstorming – Think and discuss them, Google Suggest,
Related Searches, Google Keyword Planner, Keyword Tools, Google Trends –
Finding Search Trends, Most Search Terms, How to translate keywords?,
Organizing the keywords, Writing Headlines (Page Titles) with examples, Writing
Summary (META Descriptions) with examples, SEO for Images, Structuring the
Content- SEO-friendly Domain Name, SEO-friendly URL Structure, Plan your Site’s
Hierarchy, Internal Linking – Site Navigation, How Google reads our pages?,
Localized SEO, Website Speed Testing, HTML Improvements using Google Search
Console, Links from YouTube Videos, Users’ Engagement , Links to Related Stories ,
Enable Social Sharing , Embedding videos , Enabling site search feature
5. Google AdWords (06 Periods)
Setting up Google AdWords Campaigns – that avails high ranking at low cost,
Content Structuring, Understanding Quality Score, Finding and selecting the right
Keywords, Keywords Matching Options, Campaign Setup procedure, Ads and Ad
Groups, Organizing Ad Groups, Creating Effective Ads, Optimizing Landing Pages,
Bid Management, Negative Keywords, Analytics – Measure and fine-tune,
Remarketing Campaigns – How to configure, Setup and Monitor them?, YouTube
Video Ad Campaigns
6. Google Analytics (08 Periods)
Getting Started with Google Analytics, Understanding Dashboard – Audience |
Advertising | Traffic Source | Content | Conversions, Taking decisions based on
Analytics Reporting, Defining Business Goals and Objectives, Tracking Social Media
Traffic, Tracking SEO Traffic, Integrating your Google AdWords campaigns into
Google Analytics, Measuring Tools and Methods, Measuring your Site’s ROI,
Introduction to Goal Conversion – Tracking the Conversions, Configuring UTMs
(Custom URLs), Google Tag Manager – a brief overview.
Social Media Marketing (10 Periods)
Social Media Marketing Strategy : Setting up Goals- Finding out where your
targeted people connect, Popular Social Media Networks, KnowEm – Check Social
Media Username Availability, Knowing your Audience - Google Alerts – Monitoring
your brands, competitions, and industry trends using, TweetDeck – a monitoring
tool similar to Google Alerts for Twitter, Hashtags – Best Practices & Tools,
Facebook / Instagram / LinkedIn- Setting up a Facebook Business Page, Facebook
Graph Search – SEO for Facebook, Facebook Fans vs Talking about this, Promoting
your Page, Boost Post, Facebook/Instagram Advertising using Facebook Ads
Manager, Remarketing/Retargeting using Facebook Custom Audiences, LinkedIn
Advertising: Text Ads | Sponsored Content, Measuring Success- Fans, Likes,
Comments & Share, Track performance using Google Analytics, UTMs – URL
Builder, Bounce Rate, Time Spent on Site and Conversions!, Tracking Offline
Conversions, Tracking your emails, Viral Videos Examples, Instagram, Facebook and
Pinterest – Best Practices, Tips and Tools