Marketing Management: Digital Marketing is a practical and industry-oriented textbook that provides a comprehensive understanding of modern marketing practices in the digital era. The book introduces the core concepts of digital marketing, focusing on how businesses create visibility, engage audiences, and convert traffic into meaningful leads and customers.
It covers essential areas such as social media marketing, search engine optimization, email marketing, and website strategy, along with the fundamentals of content writing and its role in building effective digital communication. The book also explores emerging trends including AI-powered marketing, customer behavior analytics, chatbots, influencer marketing, and user-generated content, reflecting the rapidly evolving nature of the digital landscape.
Presented in a clear, structured, and application-based manner, the content is supported by real-world examples, tools, and techniques that enhance both conceptual understanding and practical skills. This book serves as a valuable resource for students and learners aiming to develop expertise in digital marketing and succeed in today’s competitive online business environment.
1. Introduction to Digital Marketing
1.1 Concept and meaning of Digital Marketing, Digital Marketing Tools & Process
1.2 Meaning of Visibility, Increasing Visibility, Types of visibility, and Examples of visibility. Concept of Engagement, Visitors Engagement, its importance and examples of engagement
1.3 Inbound vs Outbound Marketing, Bringing Targeted Traffic Inbound and outbound marketing
1.4 Converting Traffic into Leads, Types of Conversion, Understanding Conversion Process
2. Social Media Marketing
2.1 Introduction of Social Media Marketing, Google AdWords, YouTube Marketing, Email Marketing
2.2 WWW, Domains, Buying a Domain, Core Objective of Website and Flow, Strategic Design of Home Page, Optimization of Websites, SEO Optimization
3. Content Writing
3.1 Content Writing, Definition and importance of content writing, Types of content (web content, blogs, articles, technical content, copywriting, academic writing, creative writing, etc.)
3.2 Role of a content writer in the digital space, Skills required for a content writer
4. Recent trends in Digital Marketing
4.1 AI-powered marketing
4.1.1 Advantages of AI-Powered Marketing
4.1.2 Applications of AI in Marketing
4.1.3 AI for Content Creation
4.1.4 Importance of AI in Content Creation
4.1.5 Key advantages of AI in content creation include
4.1.6 Use of AI Tools for Content Creation in Digital Marketing
4.2 AI-driven analytics for customer behaviour prediction and personalization
4.2.1 Characteristics/Features of AI-Driven Customer Behaviour Prediction
4.2.2 Importance AI-Driven Customer Behaviour Prediction in Marketing
4.2.3 Personalization through AI
4.2.4 Benefits of Personalization through AI
4.3 Chatbots and virtual assistants for customer support and engagement
4.3.1 What Are Chatbots?
4.3.2 Virtual Assistants
4.3.3 Characteristics/ Functions of Virtual Assistants
4.3.4 Chatbots and Virtual Assistants for Customer Support and Engagement
4.3.5 Applications in Customer Support and Engagement
4.3.6 Benefits to Digital Marketing
4.4 Influencer & Creator Marketing
4.4.1 Influencer
4.4.2 Types of Influencers
4.4.3 Characteristics of an Influencer
4.4.4 Creator Marketing
4.4.5 Characteristics of Content Creators
4.4.6 Advantages of Creator Marketing
4.5 Rise of micro- and nano-influencers for more authentic connections
4.5.1 Benefits of Collaborating with Micro and Nano Influencers
4.6 Brands collaborate with content creators for user-generated content (UGC)
4.6.1 Brand Collaboration with Content Creators
4.6.2 Advantages
4.6.3 User-Generated Content (UGC)
BBA | Second Year
Semester – III, Major
This textbook is aligned with the revised syllabus as outlined by the National Education Policy 2020 (NEP 2020) for the Faculty of Commerce & Management Bachelor of
Business Administration (BBA), effective from June 2025.
