These notes are a revision aid, not a substitute for the prescribed textbook, class notes or official syllabus. The unit sequence below follows JNTUH R25 MBA elective 25MBA20M1 Digital Marketing; confirm the applicable regulation for your batch.
Unit I — Understanding Digital Marketing #
Revise concept, need, scope, components, benefits, platforms, strategies and trends. Be able to compare traditional and digital marketing and give examples.
Unit II — Channels and the Digital Era #
Revise website, search, online advertising, email, blog, social media, audio/video, online PR and mobile marketing. Understand segmentation, reach, acquisition, retention and loyalty.
Unit III — Digital Marketing Plan #
Revise the need for a plan and its elements: executive summary, mission, situation analysis, opportunities/issues, goals, objectives, strategy, action plan, budget, writing and implementation.
Unit IV — Search Engine Marketing and Online Advertising #
Revise keywords, HTML tags, inbound links, online versus traditional advertising, CPC, CPM, display formats and landing-page importance.
Unit V — Social Media and Measurement #
Revise social platforms, customer reach/acquisition/retention, website performance and advertising performance.
Practice questions #
- Define digital marketing and explain four benefits with examples.
- Compare SEO and paid search in terms of cost, control, time horizon and measurement.
- Outline a digital marketing plan for a new service business.
- Explain the role of audience segmentation in channel selection.
- Differentiate CPC and CPM and give one appropriate use case for each.
- Why is landing-page relevance important in online advertising?
- Explain how social media can support acquisition and retention.
- What checks would you perform before trusting a campaign performance report?
Numerical practice #
A campaign records 20,000 impressions, 400 clicks and ₹8,000 spend. Calculate CTR, average CPC and CPM. If 16 clicks lead to conversions, calculate conversion rate using clicks as the denominator and explain why the denominator must be stated.
Answer key #
- CTR = 400 ÷ 20,000 × 100 = 2%.
- Average CPC = ₹8,000 ÷ 400 = ₹20.
- CPM = ₹8,000 ÷ 20,000 × 1,000 = ₹400.
- Conversion rate = 16 ÷ 400 × 100 = 4%, when clicks are the denominator.
Study method #
For each unit, prepare a one-page summary, practise definitions, write one applied example, and attempt the questions without notes. Review errors by concept rather than memorizing only the answer. Consult the official JNTUH R25 MBA syllabus for the prescribed unit scope.
