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Globsyn Business School

Digital Marketing

Digital Marketing has emerged as one of the leading marketing concepts that focus on the marketing of products and services, along the online platform based on the application of digital gadgets. The emergence and development of the Digital Marketing concept has helped the business institutions to become increasingly consumer responsive in nature. The course would enable students to understand the manner in which activities associated with customer communication are carried out in a multi-channel environment. Further, the course would also help the students recognise Digital Marketing as a significant aspect of the strategic marketing framework of an organisation The Digital Marketing Course encompasses different sub-topics like Search Engine Optimisation (SEO), Search Engine Marketing (SEM), Content Marketing, Email Marketing, Social Media Marketing, Web Analytics and also the Planning of Integrated Digital Marketing Campaigns. The Digital Marketing course will help students gain an in-depth knowledge associated to the different concepts. The course would also help the students in constructing a strategic framework that would help in both assessing and implementing the different tactics of digital marketing. Further, the students, enrolling into the Digital Marketing course, would also gain an understanding regarding the application of the digital marketing tactics for the fulfilment of the strategic business objectives of the firm. Different types of Caselet based studies are also incorporated within the course for helping the students in understanding the practical implementation of the Digital Marketing concepts. The pedagogy of the Digital Marketing course would be developed based on the involvement of PPT, Class Notes, Caselets, Videos and also Assignments.

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Digital Marketing has emerged as one of the leading marketing concepts that focus on the marketing of products and services, along the online platform based on the application of digital gadgets. The emergence and development of the Digital Marketing concept has helped the business institutions to become increasingly consumer responsive in nature. The course would enable students to understand the manner in which activities associated with customer communication are carried out in a multi-channel environment. Further, the course would also help the students recognise Digital Marketing as a significant aspect of the strategic marketing framework of an organisation The Digital Marketing Course encompasses different sub-topics like Search Engine Optimisation (SEO), Search Engine Marketing (SEM), Content Marketing, Email Marketing, Social Media Marketing, Web Analytics and also the Planning of Integrated Digital Marketing Campaigns. The Digital Marketing course will help students gain an in-depth knowledge associated to the different concepts. The course would also help the students in constructing a strategic framework that would help in both assessing and implementing the different tactics of digital marketing. Further, the students, enrolling into the Digital Marketing course, would also gain an understanding regarding the application of the digital marketing tactics for the fulfilment of the strategic business objectives of the firm. Different types of Caselet based studies are also incorporated within the course for helping the students in understanding the practical implementation of the Digital Marketing concepts. The pedagogy of the Digital Marketing course would be developed based on the involvement of PPT, Class Notes, Caselets, Videos and also Assignments.

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Who will benefit from this Course?

STUDENTS
CORPORATE PROFESSIONALS
ENTREPRENEURS
FREELANCERS
How will you benefit from this Course?

After completing this Course, you will be able to:

  • Understand the different types of Digital Marketing Strategies and the ways of developing a Digital Marketing Plan
  • Get acquainted with different concepts associated with Search Engine Optimisation, Search Engine Marketing, Content and Social Media Marketing
  • Gain knowledge about different Website Analytics tools and their implementations
  • Gain an effective understanding regarding the preparation, implementation and management of the PPC Campaigns
  • Gain a practical understanding regarding the preparation of Integrated Digital Marketing Campaigns
  • Gain hands-on-knowledge on Integrated Digital Marketing Campaign through the use of Experiential Learning
Where can you see yourself after this Course?
SEO SPECIALISTS

Completion of this Course will help you in carrying out effective keyword research, on-page optimisation, content marketing, link building etc.

WEB ANALYST

Completion of this Course will help you in learning the various types of critical elements associated to content, web, mobile and social media analytics.

EMAIL MARKETERS

Completion of this Course will help you in writing compelling emails, as well as running and designing flawless email marketing campaigns.

MARKETING STRATEGISTS

Completion of this Course will help you in understanding how to divide, target and position strategies that can be implemented along the online ecosystem.

SOCIAL MEDIA MARKETERS

Completion of this Course will help in enhancing your expertise in working along different social media and digital platforms.

CONTENT MANAGERS/CURATORS

Completion of this Course will help you in generating exciting content for attracting prospective visitors on the virtual platform with compelling marketing content.

The Faculty Corner

PROF. (DR.) DEBRAJ DATTA

A first class first gold medallist in Engineering from Jadavpur University, Dr. Debraj Datta has completed his doctoral research from West Bengal University of Technology. Dr. Datta has published articles on topics like Retail Marketing, Purchase Heuristics, Product Evolution Stages, Online Marketing, etc. and has twice won ‘Best Paper Award’ for his work. He has also participated in a number of international and national level conferences on different contemporary issues in the field of marketing.

PROF. (DR.) SHAMINDRA NATH SANYAL

Dr. Shamindra Nath Sanyal has completed his doctorate from University of Calcutta. Apart from around 10 years of experience in corporate in different positions, which encompasses domains like Sales & Marketing, Business Development, Channel Management & Team Management, he also has around 12 years of experience in management teaching and research. As an academician, has presented research papers at international conferences held in University of Oxford, UK, IIM- Ahmedabad, etc. His research paper has been selected as a course literature in the ‘Course of Brand Management’ at Masters Level in Roskilde University, Denmark.

What do you need to have to study this Course?

To study the Digital Marketing Course, you need to have:

  • A good understanding of digital media
  • A sound understanding of concepts and case studies
  • Basic computer skills

Course Content


  • The session highlights the fundamental strategies of Digital Marketing
  • It also provides elaboration of different concepts associated to user behaviour and navigation and branding user experience
  • The session also lays focus on the manner of developing a digital plan

  • The session benefits in knowing and understanding the different web marketing and search engine tools
  • The session also benefits from gaining an in-depth understanding of the different web marketing techniques.


  • The session highlights the salient features of Search Engine Optimisation (SEO)
  • It also provides effective outline to concepts like AACRO, POEM, Story Triangle, E3 Model, LSI, Inverted Pyramid and Content Drilldown

  • The students would benefit based on carrying out experiential learning associated to the different concepts viz. AACRO, POEM, Story Triangle, LSI, E3 Model, Inverted Pyramid and Content Drilldown
  • The students would also benefit based on studying various Caselets in association with the E3 Model of Content Marketing


  • The session highlights and elaborates different key concepts like keyword research, workings on Google along with different types of search engine factors
  • It also carries out experiential learning associated to website audits.

  • The session benefits in understanding different web marketing and search engine tools
  • The students would also benefit from case study discussions based on studying of Caselets associated to different website audit companies
  • The session also helps the student in understanding the fashion of generating keywords for the different search engines


  • The session provides highlight to different concepts on-page & off-page optimization, meta tags, images, content and video links
  • The session also highlights the carrying out of experiential learning regarding the different web marketing techniques

  • The session provides knowledge to students regarding blogging and also posting of comments on blog
  • The session also provides effective information to students concerning different types of Black Hat techniques and the consequences associated to such.

Session 1

  • The session highlights the definition and different concepts of Web Analytics
  • The session highlights and provides elaboration on various relevant concepts such as Google Analytics, KPIs and Website Traffic Measurement metrics with the help of effective examples.
  • The session highlights concepts and metrics linked with Web Traffic Measurement

  • The session helps the students in earning clarity regarding the concepts linked with Web Analytics and Web Traffic Measurement through the generation of examples and Caselets.
  • The session also provides effective illustrations of the different metrics concerning Website Traffic Management for enhancing the students’ understanding.


  • The session highlights the different concepts of Search Engine Marketing (SEM)
  • The session also provides effective examples for distinguishing SEM from SEO
  • The session highlights the manner of creating, measuring and managing a PPC Campaign
  • The session also highlights the way of implementing a PPC Budget

  • The student benefits from the session the understanding of the differences between A/B and Multivariate Testing
  • The session also contains effective illustrations and examples of the different concepts and metrics for helping the students to earn needed clarity


  • The session provides highlights about Content Marketing and its various forms
  • The session also highlights the processes and platforms for carrying out Content Marketing

  • The student learns from this session the best practices of Content Writing
  • The student would also gains understanding of the different Content Marketing strategies and would also be able to distinguish between more and less effective strategies


  • The session highlights and elucidates the different concepts of Social Media Marketing based on the application of different social media platforms like Facebook, Twitter, LinkedIn, YouTube and Google+.
  • The session also highlights the different forms of Social Media Marketing that are carried out by the business institutions
  • It also highlights the distinct advantages and disadvantages concerning Social Media Marketing

  • The session helps the students in gaining an effective overview of Blogging
  • The session also benefits in helping students understand the manner in which brand awareness can be developed based on the application of social media platforms
  • The session provides Caselets to help the students gain needed clarity concerning the mode through which firms use social media networks for enhancing brand awareness


  • The session highlights the different tools concerning Integrated Digital Marketing Campaign
  • The session also highlights the fashion in which an Integrated Digital Marketing Campaign is ought to be designed

  • The course helps the students in viewing effective examples concerning Integrated Digital Marketing Plans
  • The course also facilitates the students through helping them understand the manner in which the digital marketing channels are ought to be used for generating needed impact and also in developing digital marketing plans


  • The session highlights the manner in which planning activities concerning carrying out digital marketing campaigns in an integrated fashion needs to be carried out

  • The session helps the students in gaining practical guidelines concerning the way in which an integrated digital marketing campaign for a brand and pitch is to be developed