FACULTY OF COMPUTATIONAL SCIENCE 2021-2022

DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS

(DDMSN)

CURRICULUM FRAMEWORK AND SYLLABUS

IN
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)
One Year Diploma Program
FOR THE STUDENTS ADMITTED FROM THE
ACADEMIC YEAR 2021-2022 ONWARDS
(National Skills Qualification Framework (NSQF))

FACULTY OF COMPUTATIONAL SCIENCES

GNA UNIVERSITY
SRI HARGOBINDGARH, PHAGWARA – HOSHIARPUR ROAD,
PHAGWARA-144401, PUNJAB
INDIA

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

ORDINANCE
FOR
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS (DDMSN)

(THIS ORDINANCE HAS BEEN APPROVED IN THE MEETING OF BOARD OF MANAGEMENT

HELD ON DATED 5 -AUGUST-2020)

APPLICABLE W.E.F. ACADEMIC SESSION 2021-2022

SRI HARGOBINDGARH, PHAGWARA – HOSHIARPUR ROAD, PHAGWARA 144401

PUNJAB

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

ORDINANCE FOR
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS (DDMSN)

SHORT TITLE AND COMMENCEMENT

I. This ordinance shall be called the ordinance for the DDMSN of GNA University, Phagwara.
II. This ordinance shall come into force with effect from academic session 2021-22.
1. Name of Program: Diploma in Digital Marketing and Social Networks (DDMSN)
2. Name of Faculty: Faculty of Computational Science.
3. Vision of the department: To Produce highly qualified computer and IT professionals in the field of
Computer Science accepting globally for catering the need of the IT industry as well as society.
4. Mission of the department:
M1: To prepare students with technical aspects of computer science, which they are ready to take the new real-
world challenges.
M2: Establish an industry-academia relationship to enhance the technical skills of students to work
prominently in industrial environments.
M3: Provide exposure to students of state-of-the-art tools and technology in the field of computer science.
M4: Each Faculty member motivates students to become problem-solving individuals, programmer, web
developer, Database administrator, Cybersecurity consultant, IT consultant and many more.
5. Program Educational Outcomes (PEO):
PEO1: Diploma in DMSN will be capable of making a positive contribution to digital business, trade,
and industry in the national and global context.
PEO2: Diploma DMSN will be able to apply frameworks and tools to arrive at informed decisions
in profession and practice, striking a balance between business and social dimensions.
6. Program Outcomes (PO):
PO1: Basic knowledge: An ability to apply knowledge of digital marketing and develop clear and
measurable objectives for digital marketing activities.
PO2: Modern Tool Usage: Build your digital profile using tools such as blogs, content marketing,
and social media marketing, etc.
PO3: Social Media Tools: Develop an understanding of Search Engine Optimization (SEO), Social
Media Optimization, Affiliate, and other relevant communication channels for engagement of digital
communities.
PO4: Essential Skills: Digital Marketing Professional will provide you with an in-depth
understanding of how to strategize and implement effective digital marketing campaigns.
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DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

7. Program Specific Outcomes (PSO):

PSO1 Digital marketing skills: Attain the ability to expertise in digital marketing strategy, and
design.
PSO2 Successful Career and Entrepreneurship: Explore technical knowledge in diverse areas of
digital marketing and experience an environment conducive in cultivating skills for a successful
career.
8. General Regulations for Faculty of Computational Science:
 The University may introduce programs under the Faculty of Computational Science which are specified
under the UGC Act 1956. The Governing Body may approve the introduction, suspending or phasing out
a program on the recommendation of the Academic Council either on its own or on the initiative of faculty.
 The admissions to a Faculty of Computational Science programs shall be generally governed by the rules
of the UGC/AICTE or any other competent authority of the MHRD or as approved by Governing Body of
University and shall be as notified in the admission notification of the respective academic year.
 The minimum entry qualification for admission to the students of Faculty of Computational Science shall
be such as may be laid down in the regulations or specified by the Governing Body like Minimum
qualification for admission to the first-year program of Faculty of Computational Science shall be the 10
+2 in any stream. While deciding the admission procedure, the University may lay down compulsory
subjects in the qualifying examination for admission for various programs in the admission policy.
 A student shall be required to earn a minimum number of credits through various academic components
of a curriculum, as provided for in the regulations.
 A student shall be required to complete all the requirements for the award of the diploma within such
period as may be specified in the regulations.
 A student may be granted such scholarship as may be specified per the directions of the Governing Body
from time to time or regulations laid down for the same.
 A student admitted to the programs shall be governed by the rules, regulations and procedures framed and
implemented by the University from time to time.
 The students shall abide by the regulations mentioned in student handbook issued by the University. These
standing regulations shall deal with the discipline of the students in the Hostels, Faculty, and University
premises or outside. The standing orders may also deal with such other matters as are considered necessary
for the general conduct of the students’ co-curricular and extra-curricular activities.
 In exceptional circumstances the chairman of Academic Council may, on behalf of the Council, approve
amendments, modifications, Insertions or deletions of an Ordinance(s) which in his/her opinion is

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DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

necessary or expedient for the smooth running of the program: provided all such changes are reported
approved to the Council in its next meeting.
9. General Regulations for the DDMSN Program:
 Short Title and Commencement: These regulations shall be called regulations for the Diploma
program in the Faculty of Computational Science of the University and shall come into force on such date
as the Academic Council may approve.
 Duration: The duration of the Diploma programs leading to Diploma in Digital Marketing and Social
Networks shall be minimum one years and a year will comprise of two semesters. However, the duration
may be extended up to two years from the registered batch. The maximum duration of the programs
excludes the period of withdrawal, due to medical reasons. However, it shall include the period of
rustication or any other reason of discipline /academics e.g. detention, willful absence by the student, not
getting a promotion to the next class due to poor academic performance etc. Under detention, the student
shall attend the University for an additional semester or more time, as equated to a period of
absence/suspension.
 Starting or Phasing out of Program: The University offers Diploma program in Computational Science
leading to award a diploma in Diploma in Digital Marketing and Social Networks, as per nomenclature
laid by the UGC National Skills Qualification Framework (NSQF) regulations on the subject. A program
may be phased out on recommendations of the Academic Council and approval of the Governing Body,
on account of continuous low registration in the program or any other justifiable reason like becoming
obsolete etc. Similarly, the Academic Council may approve starting of a new program or modifying the
existing one on the recommendations of the Academic Council.
 Admissions: Admission to DDMSN program shall be made as per procedure approved by the Governing
Body and may be reviewed periodically as required. Fee structure, refund policy, the total number of seats,
reservation policy, and special category seats, e.g. sponsored seats.
 Eligibility for Admission: 10+2 in any stream or equivalent with 50% (45 % for SC/ST/OBC) marks in
aggregate from any recognized board.
 Semester System: The DDMSN academic programs in the University shall be based on Semester System;
namely, Even (Jan to June) and Odd (July to Dec) Semesters, in an academic year. The courses whether
offered in a regular semester shall be evaluated as per the policy and procedure laid down.
 Semester Duration: A semester will be of approximately 18-20 weeks duration. Of these, 90 days will be
available for actual instructions including Mid Semester Exam.

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DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

10. Admission Process: The centralized admission cell shall make a selection for admission to the program. The
selection of the candidate shall be strictly on merit basis, subject to fulfilment of eligibility criteria. Candidates
are required to fill the prescribed application form and submit the same to the admission cell. The admission
cell after verifying the eligibility will forward the form to the Office of Registrar for further processing. If the
candidate is selected, he/she is required to deposit the prescribed fee along with the application form and the
required documents to the Office of Registrar.
11. Curriculum: The 1 year’s curriculum has been divided into two semesters and shall include lectures/ tutorials/
laboratory work/project work/ viva/ seminars/presentations/assignments etc. The curriculum will also include
other curricular, co-curricular and extra-curricular activities as may be prescribed by the university from time
to time.
12. Courses:
(a) Skill Component Courses: The skill component courses will refresh and strengthen a student’s
understanding and basic knowledge required for the successful completion of the program. Skill
component courses for this program will include courses like Basics of Digital Marketing, social media
marketing.
(b) General Education Courses: General Education Courses include the course(s) which are supportive of
core trade in addition to soft skills, IT skills, and language proficiency and literature.
(c) Minor/ Major Projects: Students are required to prepare & submit a detailed digital marketing-based
project.
(d) Professional Training: Each student would work with an industry or reputed academic institutions, for a
period of a minimum of 4 weeks at the end of the first semester. The objective of the training is to help
students to develop skills and competencies.
13. Medium of Instructions:
13.1. The medium of instructions and examination will be English.
13.2. Practical work/Project Work /Project Report /Training Report etc., if any, should be presented in English.
14. Mode: The program is offered in ‘Full Time’ mode of study only.
15. Attendance Requirement to be Eligible to Appear in End Semester Examination:
15.1 Every student is required to attend at least 75% of the lectures delivered squaring tutorials, practical and
other prescribed curricular and co-curricular activities.
15.2 Dean of Faculty may give a further relaxation of attendance up to 10% to a student provided that he/she has
been absent with prior permission of the Dean of the Faculty for the reasons acceptable to him/her.
15.3 Further, relaxation up to 5% may be given by the Vice-Chancellor to make a student eligible under special
circumstances only.
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DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

15.4 No student will be allowed to appear in the end semester examination if he/she does not satisfy the
attendance requirements. Further, the attendance shall be counted from the date of admission in the
University or commencing of academic session whichever is later.
15.5 Attendance of N.C.C/N.S.S. Camps or Inter-Collegiate or Inter-University or Inter-State or International
matches or debates or Educational Excursion or such other Inter-University activities as approved by the
authorities involving journeys outside the city in which the college is situated will not be counted as an
absence. However, such absence shall not exceed four weeks per semester of the total period of instructions.
Such type of facility should not be availed twice during the study.
16. Credit: Each course, except a few special audit courses, has a certain number of credits assigned to it
depending upon its lecture, tutorial and/or laboratory contact hours in a week.
A letter grade, corresponding to a specified number of grade points, is awarded in each course for which a
student is registered. On obtaining a passing grade, the student accumulates the course credits as earned credits.
A student’s performance is measured by the number of credits that he/she has earned and by the weighted
grade point average. A minimum number of credits should be acquired to qualify for the programs.
Earned Credits (EC): The credits assigned to a course in which a student has obtained ‘D’ (a minimum
passing grade) or a higher grade will be counted as credits earned by him/her. Any course in which a student
has obtained F, or W or “I” grade will not be counted towards his/her earned credits.
A unit by which the course is measured. It determines the number of hours of instruction required per week.

Contact Hours per Week Credit Assigned

1 Hr. Lecture (L) per week 1 credit
1 Hr. Tutorial (T) per week 1 credit
2 Hours Practical (Lab) per week 1 credit

17. Program Structure:

As per UGC National Skills Qualification Framework (NSQF)
NSQF Skill General Total Credits Normal Exit
Level Component Education for Award Duration Points/Awards
credits Credits
7 108 72 180 Six semesters B. Voc Degree
6 72 48 120 Four Semesters Advanced
Diploma
5 36 24 60 Two semesters Diploma
4 18 12 30 One Semester Certificate

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

Program Structure: DDMSN

As Per GNA UNIVERSITY

Details of Courses under DDMSN

Course Credits
==========================================================================
Theory+ Practical (A) Theory + Tutorial (B)
I. Skill Component Course
(4 Papers of 4 credits each) 4X 4 = 16 4 x 5 = 20
(2 Practical’s of 2 credit) 2X2=4
(2 Practical’s of 1 credit) 2X1=2 2x 1 = 2
(1 paper of 2 credits each) 1 X 2 =2 1X2 =2
II. General Education Course
(5 papers of 4 credits each) 5 X 4 = 20 4X 5 =20
(1 paper of 3 credits each) 1X3=3 1X 3 =3
(3 Practical’s of 1 credits) 3 X1 =3 3X1 =3

Minor Project 1 X 2 =2 1 X 2 =2
Major Project 1 X 4 =4 1 X 4 =4

Professional Training 1 X 4 =4 1 X 4 =4
_________________________________________________
Total Credits = 60(A) 60(B)

18. Professional Training:

 Professional training is a Skill Component course. A student should undergo training for 4 weeks, starting
after the first semester, preferably in an industry or an academic institution is of repute permitted.
Professional Training will be evaluated during the 2nd semester.
 It is the responsibility of the Corporate Relations Department (CRD) to arrange training for all the students.
At the beginning of each academic session, Corporate Relations Department will prepare a program wise
list of potential training organizations. These organizations will be approached by the Corporate Relations
Department with a request to provide training seats. Consolidated lists of training offers will be made
available to the eligible students at the beginning of even semester of the session. If a student is interested
in making his/her own arrangement for the training seat, he/she will need to have the training organization
approved by routing the application to the Dean/HOD of Faculty of Computational Science for approval.
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DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

 Students will be required to get their training activity and results reviewed by an organization in which
they have attended the training. The department will nominate a training coordinator from amongst the
faculty members. The faculty members will scrutinize the training report and the certificate issued by the
corporate and will award a grade. The student will have to undergo fresh professional training in part or
full duration as decided by the Dean/HOD of Faculty of Computational Science. The professional training,
submission of training report and obtaining satisfactory grade is a mandatory requirement for award of the
Diploma in DCS.
19. Examination/Evaluation System: The evaluation system of the University shall be oriented to encourage
academic qualities. The University follows two components to evaluate student’s performance:
19.1 Internal Assessment: It includes components such as Attendance, Mid-Semester Examination,
Assignments, Online MCQ Quiz carrying a weightage of 40%. This is applicable to all theory courses.
19.2 Laboratory Courses: The examination/evaluation criteria of the practical courses shall be decided by the
respective faculty member and wherever required on the availability of the external experts/visiting faculty.
Faculty may set/design the practical exercises out of any marks but the overall weightage shall be in pre-
defined percentage, which the concerned faculty/course coordinator shall announce in the first class of the
semester and upload on the GU-MS. Methodology for evaluation of Lab component may include day to day
work, lab records, quantity/quality of work and Viva-voce/Seminar/Practical as may be decided.
19.3 Laboratory Internal Assessment: It includes components Lab performance, Internal viva-voce,
Attendance, Lab Practical File/Report Submission carrying a weightage of 60%. The internal marks of
special courses like Minor/Major project, Industry Training has been predefined.
19.4 External Assessment:
a) End Semester Examination: These examinations shall be conducted by Controller of Examination.
The examination dates and schedule shall be released by the University.
b) End Semester Examination, carrying a weightage of 60%.
c) The external marks of special courses Minor/Major Project, Industry Training has been predefined.
d) External Lab Assessment which includes components (Demonstration/Written Practical Examination,
External Lab Viva-Voce) carrying a weightage of 40 %.
e) Every student must score at least 25% marks each in Continuous Assessment and End Semester
Examination. The minimum pass percentage is 40% in aggregate. In case a student scores more than
25% each in Continuous Assessment and End Semester Examination, but the overall percentage in the
concerned subject remains less than 40%, then a student must repeat End Semester Examination in that
subject.

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DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

19.5 Failing to meet Attendance Requirement:

a) A student is required to attend all the classes.
b) If the attendance profile of a student is unsatisfactory, he/she will be debarred. Any student, who has
been debarred due to attendance shortage, shall not be allowed to take the supplementary Examination.
The student shall have to register for the course in the regular semester when offered.
19.6 Make Up Examinations for Mid Semester Examination: A student may apply for a makeup examination
where he/she is not able to attend the examination schedule due to reasons of personal medical condition or
compassionate reason like the death of a very close relative. No other contingencies are acceptable. Except
in case of a medical emergency, a student needs to seek advance approval from appropriate authority before
missing the Examination.
Theory Courses:
 A student missing Mid Term Examination only shall be required to take a make-up Examination.
 The students must put-up the request for make-up examination along with the medical documents to
prove the genuineness of the case (for having missed the Examination) within 5 days of the last date of
Examination.
 The genuineness shall be reviewed and approved by the Vice-Chancellor, whose decision shall be
final.
 In case a student misses the make-up Examination also, then no further chance will be provided.
 The duration of Examination shall be as decided by the Faculty member.
 Genuine approved cases shall be notified by the Controller of Examination based on the requests
received and only such students shall be allowed to take make-up Examination in the subjects where
approval has been granted.
 The date sheet need not be taken out as the makeup examination shall be conducted under arrangement
concerned faculty, who after evaluation and sharing the evaluated answer sheet with the student shall
submit marks to the Controller of Examination.
19.7 Makeup of End Semester Examination: It is mandatory to appear the end semester major examination to
obtain any grade for a course. A student who misses the end semester major examination shall follow a
similar procedure as outlined above, to obtain approval of the Vice-Chancellor to prove the genuineness of
the case. The student whose case is approved as genuine shall be awarded “I” Grade in the semester results
in the given subject. The student shall be allowed to appear in the supplementary examination of the said
subject. However, the grades shall be worked out by computing the marks obtained by students in Mid Term
Exams, TA, Lab and supplementary examination (equated to the weightage of end semester examination).

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DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

The total marks shall be compared with the marks of the class as in the regular semester for the award of
grade.
19.8 Makeup of End Semester Viva of Projects: It is mandatory to appear in the final Viva examination to
obtain any grade for a project course. In case of student missing the same for genuine reasons; similar
method as given for written examination of theory courses shall be followed.
19.9 Procedure to be adopted by students in case of missing any of the specified Examination(s): Following
procedure shall be adopted for establishing the genuineness of the case.
a. Action by the student (Medical Cases)
I. They should report an absence from the Examination(s) by the fastest possible means to the
Controller of Examination. It could be email or written communication by speed post or sent by
hand through any means. In the case of Hosteller’s, if a student falls sick while residing in the
hostel, he/she should seek the advice of the available qualified doctor.
II. The said report should preferably be sent before the Examination, but no later than 5 days after
the last date of the said Examination.
III. The student should on re-joining:
a. Report to the Controller of Examination with complete medical documents to include
referral/Prescription slip of the doctor specifically indicating the disease and medicine
prescribed, investigation/Lab reports and discharge slip in case of admission should be provided.
b. Submit the Documents to the Controller of Examination, not later than 5 days after the last date
of Examination.
IV. In case delay beyond 5 days is anticipated the student should arrange for the medical documents
to be sent to the University Medical Officer by hand through a friend / relative etc. and get the
said genuineness deposit with the Controller of Examination.
V. No request later than 5 days after the last date of Examination shall be accepted for reasons of
ignorance or any other reasons.
b. Action by students (any other reason)
In case the student must miss Examination due to genuine reason other than medical, prior written
sanction of Vice-Chancellor and in his absence Dean is mandatory. No post facto requests shall be
accepted in any case. The approval should be deposited with the Controller of Examination before
the examination.
20. Supplementary Examination:

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DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
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20.1 The supplementary examinations shall be held for each commiserating semester in December for Odd
semester and May/June for Even semester respectively. For the final semester students, there is privilege
to appear in the supplementary exams of all previous semester.
20.2 Eligibility: Student with ‘F’ grade is eligible to appear in the Supplementary Examination.
20.3 Supplementary for Projects: There shall be no supplementary examinations for the projects, except make
up examination for missing the final viva as per rules outlined above.
21. Grading System: University follows eight-letter grading system (A+, A, B+, B, C+, C, D, and F) that have
grade points with values distributed on a 10-point scale for evaluating the performance of the student. The
letter grades and the corresponding grade points on the 10-point scale are as given in the table below.

Academic Performance Grades Grade Points

Range of Marks
Outstanding ≥90 A+ 10
Excellent ≥80 & < 90 A 9
Very Good ≥70 & < 80 B+ 8
Good ≥60 & < 70 B 7
Fair ≥50 & < 60 C+ 6
Average >40 & < 50 C 5
Minimally Acceptable 40 D 4
Fail < 40 F 0
Incomplete I -
Withdrawal W -
Grade Awaited GA -

22.1. Description of Grades:

A. D Grade: The D grade stands for marginal performance, i.e. it is the minimum passing grade in any course.
D grade shall not be awarded below 30% marks, though each teacher may set higher marks for the same.
B. F Grade: The ‘F’ grade denotes a very poor performance, i.e. failing a course. A student has to repeat all
courses in which she/he obtains ‘F’ grade until a passing grade is obtained. In the case of ‘F’, no Grade
points are awarded. However, the credits of such courses shall be used as the denominator for calculation of
GPA or CGPA.
C. W Grade: The ‘W’ grade is awarded to a student if he/she is allowed to withdraw for an entire Semester
from the University on medical grounds for a period exceeding five weeks.
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DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
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D. ‘I” Grade: The ‘I’ grade is awarded when the student is allowed additional opportunity like makeup
Examination etc. based on which the grade is to be decided along with other components of the evaluation
during the semester 24 An incomplete grade of ‘I’ may be given when an unforeseen emergency prevents a
student from completing the work in a course. The ‘I’ must be converted to a performance grade (A to F)
within 90 days after the first day of classes in the subsequent regular semester.
E. X Grade: It is equivalent to Fail grade but awarded due to a student falling below the laid down attendance
requirement. Students having X grade shall be required to re-register for the course, when offered next.
22.2 Cumulative Grade Point Average (CGPA): it is a measure of the overall cumulative performance of a
student for all semesters. The CGPA is the ratio of total credit points secured by a student in various courses
in all Semesters and the sum of the total credits of all courses in all the semesters. It is expressed up to two
decimals places.
NB: The CGPA can be converted to percentage by using the given formula:
CGPA x 10 = %
e.g. 7.8 x 10 = 78%
22.3 Based on the grades earned, a grade certificate shall be issued to all the registered students after every
semester. The grade certificate will display the course details (Course title, number of credits, grade secured)
along with SGPA of that semester and CGPA earned till that semester.
22. General Rules: Examinations:
a) Showing the Answer Scripts: The answer scripts of all written Examinations i.e. Mid Term or end semester
examination or any other written work conducted by a teacher shall be shown to the students. Students
desirous of seeing the marked answer scripts of End Semester Examination has to ensure their presence
before results are declared, as per dates notified by the Controller of Examination.
b) Marks/Answer Sheets of all other tests shall also be shared with the students and thus, there shall be no
scrutiny of grades. However, before the grades are forwarded to Registrar/Controller of Examination, they
should be displayed on GU-MS and time are given to students, to discuss the same with respective faculty.
c) No appeal shall be accepted for scrutiny of grades.
d) Examination Fee for Supplementary. A fee of Rs.1000/- per course or as decided by the Management from
time to time will be charged from the students.
23. Improvement of overall Score: A candidate having CGPA < 5.5 and wishes to improve his/her overall score
may do so within two academic years immediately after passing the degree program by reappearing into
maximum four course(s)/subject(s). The improvement would be considered if and only if the CGPA becomes
> 5.5.

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DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
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24. Program qualifying criteria: For qualifying the Program every student is required to earn prescribed Credits
(i.e. 60). If any student fails to earn prescribed credits for the program, then he/she will get a chance to complete
his/her Program in two more years than the actual duration of the degree.
25. Revision of Regulations, Curriculum and Syllabi: The University may revise, amend, change or update
the Regulations, Curriculum, Syllabus and Scheme of examinations through the Board of Studies and the
26. Conditions for Award of a Diploma:
a) Earning a minimum credit as specified in the curriculum of respective program.
b) Should complete the requirements of the Diploma in maximum duration specified for the program.
Semester withdrawals due to medical reasons are not counted in two years. However, forced withdrawal
of students e.g. rustication or expulsion or nonattendance by student due to any other reasons, shall count
in the maximum period of two years and minimum period of one years.
c) Successfully completing the Internship studies.
d) Should have cleared all the Skill component and General education courses of the programs.

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DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

Diploma in Digital Marketing and Social Networks-I (Semester)

Sr. Category Code Subject Teaching Examination

No. Scheme Scheme

Credits
TOTAL

Hours
L T P Internal External

1. General BDM101 Computer 4 0 0 4 4 40 60 100

Education Core Fundamentals and
Courses-1 Programming in
C
2. General BDM121 Computer 0 0 4 2 4 30 20 50
Education Core fundamentals and
Courses-1 Programming in
C Lab
3. Skill BDM102 Digital Marketing 4 0 0 4 4 40 60 100
Component
Core Courses-1
4. Skill BDM122 Digital marketing 0 0 2 1 2 30 20 50
Component Lab
Core Courses-1
5. General BDM103 Web 2 0 0 2 2 40 60 100
Education Core Technologies
Courses-2
6. General BDM123 Web 0 0 2 1 2 30 20 50
Education Core Technologies Lab
Courses-2

7. General BDM104 English 4 0 0 4 4 40 60 100

Education Core Communication
Courses-3
8. General BDM124 English 0 0 2 1 2 30 20 50
Education Core Communication
Courses-3 Lab
9. Skill BDM105 Marketing with 4 0 0 4 4 40 60 100
Component social media
Core Courses-2
* Students will undergo 4 weeks Industry Training* after 1st semester. Industry Training will be evaluated in
the 2nd Semester.
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DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

10 Skill BDM125 Marketing with 0 0 2 1 2 30 20 50

Component Social Media Lab
Core Courses-2
11. Skill BDM150 Minor Project 0 0 2 2 2 30 20 50
Component
Core Courses-3
Total 18 0 12 26 30 380 420 800

Diploma in Digital Marketing and Social Networks-II (Semester)

Teaching

Credits

Hours
Sr. Examination Scheme
Category Code Subject Scheme TOTAL
No
L T P Internal External
General
Education
1 BDM201 E-Business 4 0 0 4 4 40 60 100
Core Courses-
4
Skill
Component Web Content
2 BDM202 4 0 0 4 4 40 60 100
Core Courses - Writing
4
General
Education Graphics
3 BDM203 4 0 0 4 4 40 60 100
Core Courses- Design
5

General
Education Graphics design
4 BDM223 0 0 4 2 4 30 20 50
Core Courses- Lab
5

Skill
Component
5 BDM204 Web Analytics 3 0 0 3 3 40 60 100
Core Courses-
5

Skill
Search Engine
Component
6 BDM205 Optimization 4 0 0 4 4 40 60 100
Core Courses-
and PPC
6

Skill
Search Engine
Component
7 BDM225 Optimization 0 0 2 1 2 30 20 50
Core Courses-
and PPC Lab
6

Skill
Component Display
8 BDM206 4 0 0 4 4 40 60 100
Core Courses- Marketing
7

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

Skill
Component
9 BDM250 Major Project 0 0 4 4 4 60 40 100
Core Courses-
8
Professional Professional
10 BDM260 0 0 0 4 - - - 100
Training Training
Total 23 0 10 34 33 360 440 900

SYLLABUS

DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS

(DDMSN)

(National Skills Qualification Framework (NSQF))

(Applicable for 2020-2021 onwards)

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

FACULTY OF COMPUTATIONAL SCIENCES

GNA UNIVERSITY
SRI HARGOBINDGARH, PHAGWARA – HOSHIARPUR ROAD,
PHAGWARA-144401, PUNJAB
INDIA

BDM101: Computer fundamentals and C programming

Credits: 4
LTP 310
Course Objectives:
The course aims to equip the students with hands-on use of computer system, word processor, HTML, CSS and
JavaScript. Completion of the assignments will result in MS Office applications knowledge and skills. In this course
students will be able to:
1. Explain the concept of input and output devices of Computers and how it works and recognize the basic terminology
used in computer programming
2. Build, compile and debug programs in C language and use different data types for writing the programs.
3. Identify the right data representation formats based on the requirements of the problem.
4. Identify tasks in which the numerical techniques learned are applicable and apply them to write programs, and hence
use computers effectively to solve the task.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Describe the fundamentals of computer and the basic structure of word Processor.
CO2: Analyze the principles of creating an effective web page, including an in-depth consideration of information
architecture.
CO3: Build, compile and debug programs in C language.
CO4: Design programs involving array, functions and recursion.
Course Content
UNIT-I
Fundamentals of Computers : Computer definition - Types of Computer - Logical Organization of a Digital Computer
- Memory: Main Memory : RAM, ROM and Cache - Secondary Memory : Magnetic type, Floppy disk, Hard disk,
Compact disk - Input devices - Output devices - Introduction to Windows, Desktop, File, Folder, My Computer, My
documents, Recycle bin, Internet Explorer, Windows Explorer .
Word processing: Editing features, formatting features, saving, printing, table handling, page settings, spell checking,
macros, mail merge, and equation editors. Presentation Graphics Software: Templates, views, formatting slide, slides
with graphs, animation, using special features, presenting slide shows.
UNIT-II
HTML: Introduction to HTML, HTML Document structure tags, HTML comments, Text formatting, inserting special
characters, anchor tag, adding images and Sound, lists types of lists, tables, frames and floating frames, Developing
Forms, Image mapping.

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

Overview of DHTML: Introduction, Cascading Style Sheets (CSS), types of CSS, Page layout using CSS. Introduction
to JavaScript: How & Where to put the Java Script Code, JavaScript Statements, Comments, Variables, Operators,
Control Statements, Loops, Document Object Model (DOM), Popup Boxes, and Functions.
UNIT-III
C Language Fundamentals: Introduction - ‘C’ Fundamentals : Programming, High Level Languages, compiling
programs, Integrated Development Environments, Language Interpreters, Compiling your first program, Running your
program, understanding your first program, comments, variables, Data types, and Arithmetic Expressions : working with
variables , Understanding Data types and constants , working with Arithmetic Expressions - The Assignment operators,
The printf function , The scanf function, Decision making : The if statement - the if else construct ,Nested if statements,
The else if construct, The switch statement , Boolean variables , The conditional operator - program looping : The for
statement , Relational operators ,Nested for loops - The while statement ,The do statement - The break statement, The
continue statement .
UNIT-IV
Array: Working with Arrays: Defining an array - initializing Arrays - character Arrays - The const Qualifier,
Multidimensional arrays- variable length Arrays.
Working with Functions: Defining a Function-Arguments and Local variables, global variables - Returning Function
Results, Function calling, declaring Return Types and Argument types, top Down programming, Functions and Arrays -
Automatic and static variables, Recursive Functions.
Recommended Books / Suggested Readings:

1. Michael Miller, Absolute Beginners Guide to Computer Basics, Fourth Edition, Pearson Education (2007).
2. Deborah Morley, Charles S. Parker, Understanding Computers today and tomorrow, 11th Edition, Thomson (2007).
3. Ed Bott, Woody Leonhard, Using Microsoft Office 2007, Pearson Education (2007).
4. Beyron S Gottfried, Programming with C, Second Edition, Tata McGraw Hill (2007).
5. Ashok N. Kamthane, Programming with ANSI and Turbo C, Pearson Education (2008).
6. Rajaraman, Introduction to Information Technology, PHI.
7. Balaguruswamy. E, Fundamentals of Computing, TMH (2008).

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM121: Computer fundamentals and C programming Lab

Credits: 2
LTP 004
Course Objectives:
The course aims to equip the students with hands-on use of Microsoft Office applications Word, Excel, Access and
PowerPoint. Completion of the assignments will result in MS Office applications knowledge and skills. In this course
students will be able to:
1. Describe the basic tools like MS-Word, Excel and PowerPoint.
2. Apply the student learn a programming language.
3. Demonstrate problem solving techniques.
4. Build the student to write programs in C and to solve the problems.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Build the program on a computer, edit, compile, debug, correct, recompile and run it.
CO2: Identify a computational problem, identify and abstractthe programming task involved.
CO3: Analyze the programming tasks using techniques learned and writepseudo-code.
CO4: Identify the basic tools like MS-Word, Excel and PowerPoint.

List of Experiments
1. MS-Word
2. MS Excel and Power Point
3. Design flow charts for logical problems.
4. Design algorithm for simple problems
5. Design pseudo code steps for simple problems.
6. Write a simple program based on operators.
7. Write a simple program based on conversions.
8. Write a program for find the max and min from the three numbers.
9. Write the program for the simple, compound interest and many more.

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM102: Digital Marketing

Credits: 4
LTP 400

Course Objectives:
The Course aims at developing an overall understanding of digital marketing / online marketing platforms, mainly web
analytics, social media tools, marketing through search engines, search engine optimisation, mobile marketing, email
marketing, Pay per click, digital display marketing, content marketing and Strategizing marketing. In this course students
will be able to:
1. Describe the emerging tools offered by the internet.
2. Interpret and estimate the mindset of the online consumer.
3. Design tools to enhance online consumer experiences.
4. Evaluate the marketers through better consumer segmentation, forecasting consumer trends and consumer
analytics.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Explain the role and importance of digital marketing in a rapidly changing business landscape and discuss the key
elements of a digital marketing strategy.
CO2: Illustrate how the effectiveness of a digital marketing campaign can be measured by google Analytics.
CO3: Demonstrate advanced practical skills in common digital marketing tools such as, content marketing, Social
media, and E-mail.
CO4: Describe the ecosystem of Display and mobile marketing.
Course Content
UNIT I
Introduction to Digital Marketing: Difference between Traditional Marketing and Digital Marketing, Benefits of using
Digital Media, Inbound and Outbound Marketing, Online marketing POEM: (Paid, Owned, and Earned Media),
Components of Online Marketing (Email, Forum, Social network, Banner, Blog), Impact of Online Marketing,
Basics of Affiliate Marketing, Viral Marketing, Influencer Marketing, Referral Marketing.
UNIT II
Search Marketing: Basics of Search Marketing, organic and paid search results, Overview of Google AdWords,
keyword research and analysis, Search Engine Optimization techniques: on-page optimization and off-page optimization.
Web Analytics: Digital measurement landscape, introduction to Google Analytics, interpreting the data in Google
Analytics.
UNIT III

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

Social Media Marketing: Different social media channels, social media for various businesses: B2C and B2B,
measuring social media ROI, Content Marketing: Storytelling in social media. Email Marketing: Basics of email
marketing. Concept of A/B testing and its use in email marketing.
UNIT IV
Display and Mobile Marketing: Display Marketing: different kinds of display marketing, display marketing ecosystem,
retargeting and dynamic retargeting. Mobile Marketing: different kinds of mobile marketing, the mobile market
ecosystem.
Recommended Books / Suggested Readings:
1. Damian Ryan and Calvin Jones, “Understanding Digital Marketing”.
2. Puneet Singh Bhatia, Fundamentals of Digital Marketing First Edition, Publication Pearson.
3. Venakataramana Rolla, “Digital Marketing Practice guide for SMB: SEO, SEM and SMM”, CreateSpace
Independent Publishing Platform, First edition.
4. Shivani Karwal, “Digital Marketing Handbook: A Guide to search Engine Optimization, Pay Per Click
Marketing, Email Marketing and Content Marketing”, CreateSpace Independent Publishing Platform, 1st edition.
5. Ian Dodson, “The art of Digital Marketing”.
6. Simon Kingsnorth, “Digital Marketing Strategy”.

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM122: Digital marketing Lab

Credits: 1
LTP 002

Course Objectives:
The course aims to equip the students with understanding of the processes and techniques of digital marketing. In this
course students will be able to:

1. Build a structured digital marketing plan and budget.

2. Identify the correct measures to set objectives and evaluate digital marketing.
3. Summarize and prioritize the strategic options for boosting customer acquisition, conversion, and retention using
digital marketing.
4. Describe and follow the practical success factors to improve results from digital marketing.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Explain the role and importance of digital marketing in a rapidly changing business landscape.
CO2: Discuss the key elements of a digital marketing strategy.
CO3: Illustrate how the effectiveness of a digital marketing campaign can be measured.
CO4: Demonstrate advanced practical skills in common digital marketing tools such as SEO, SEM, Social media, and
Blogs.
List of Experiments:
1. E-mail Marketing – Learn how to effectively build your users lists, deliver e-mails & generate relevant clicks.
2. Social Media Marketing (SMM) – Learn how to build brand, generate leads & aggregate audience on Social
Media.
3. Every student needs to create a blog on their interest, post some posts and understand the analytics associated
with it.
4. Create account on micro blogging site and understand the use of hash tag and tagging individual profiles.
5. Create account on Instagram and understand the use of hash tag and tagging individual profiles.
6. Understand advertising through Facebook.

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM103: Web Technologies

Credits: 2
LTP 200

Course Objectives:
The course aims to equip the students with the potential to build threat prone websites. In this course students will be
able to:
1. Describe the principles of creating an effective web page, including an in-depth consideration of information
architecture.
2. Analyze the graphic design principles that relate to web design and learn how to implement theories into practice.
3. Demonstrate techniques of responsive web design, including media queries.
4. Determine how to embed social media content into web pages.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Determine the principles of internet and world wide web.
CO2: Discuss the graphic design principles that relate to web design and learn how to implement these theories into
practice.
CO3: Analyze the principles of creating an effective dynamic web page, including an in-depth consideration of
information architecture.
CO4: Demonstrate the use of CSS and PHP in web designing.
Course Content
UNIT I
Internet and World Wide Web: Introduction, Internet Addressing, ISP, types of Internet Connections, Introduction to
WWW, WEB Browsers, WEB Servers, URLs, HTTP, WEB Applications, Tools for web site creation.
UNIT II
Introduction to HTML: HTML Document structure tags, HTML comments, Text formatting, inserting special
characters, anchor tag, adding images and Sound, lists types of lists, tables, frames and floating frames, Developing
Forms, Image mapping, Cascading Style sheets.
UNIT III
Java Script: Introduction, Documents, Documents, forms, statements, functions, objects in Java Script, Events
and Event Handling, Arrays, FORMS, Buttons, Checkboxes, Text fields and Text areas.
UNIT IV
Introduction to Cascading Style Sheets: Concept of CSS, Creating Style Sheet, Properties, CSS Styling(Background,
Text Format, Controlling Fonts), Working with block elements and objects, Working with Lists and Tables ,CSS Id and
Class, Box Model(Introduction, Border properties, Padding Properties, Margin properties), CSS Advanced(Grouping,
Dimension, Display, Positioning, Floating, Align, Pseudo class, Navigation Bar, Image Sprites, Attribute sector), CSS
Color, Creating page Layout and Site Designs.
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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

PHP: Introduction, syntax, statements, operators, PHP and MySQL, PHP, and AJAX.
Recommended Books / Suggested Readings:
1. Deitel, Deitel, Nieto, Lin, and Sadhu, XML How to Program, Pearson Education.
2. Ivan Bayross, Web Enabled Commercial Application Development using HTML, DHTML, JavaScript, Perl CGI,
BPB.
3. Steven M. Schafer, HTML, CSS, JavaScript, Perl, Python and PHP, Wiley India Textbooks.
4. Paul S. Wang, G. Keller, S. Katila, An Introduction to Web Design + Programming, Cengage Learning.
5. Jeffery C. Jackson, Web Technologies: A Computer Science Perspective, Pearson Education.
6. Stephen Walhter, Kevin Hoffman, Nate Dudek, ASP.NET 4 Unleashed, Pearson Education.
7. James Keogh, ASP.NET 2.0 Demystified, McGraw-Hill.
8. Scott Mitchell, Sams Teach Yourself ASP.NET 4 in 24 Hours, SAMS, Pearson Education.
9. Robin Nixon, Learning PHP, MySQL, and JavaScript, Shroff/O'Reilly.

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM123: Web Technologies Lab

Credits: 1
LTP 002

Course Objectives:
The course aims to equip the students with the potential to build static and dynamic websites. In this course students will
be able to:
1. Develop basic skills in analyzing the usability of a web site.
2. Build hands on experience using open source technologies such as HTML, CSS, JavaScript, PHP, and MySQL.
3. Design static, dynamic and interactive web pages, and web applications.
4. Analyze the available open source technologies and select the appropriate one based on need.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Understand the principles of creating an effective web page, including an in-depth consideration of information
architecture.
CO2: Analyze the graphic design principles that relate to web design and learn how to implement these theories into
practice.
CO3: Analyze the available open source technologies and select the appropriate one based on need.
CO4: Demonstrate with database connectivity with front end.
List of Experiments:
1. Introduction to Web Design.
2. Wap in html to design a Biodata.
3. Wap in html to create a webpage with four frames (Picture, table, list, and hyperlink).
4. Wap in html to show all character elements in html.
5. Wap in html to create a webpage to show the block level elements and text level elements.
6. Wap in html to create a webpage to show various confectionary items using ordered list and unordered list.
7. Wap in html to create a webpage to show different hobbies.
8. Wap in html to show India map.
9. Wap in html to create a web page using style sheet.
10. Wap in html to create a web page to show registration naukri.com.
11. Wap in html to show books in inventory in different tables by using rowspan and colspan.
12. Create a Web Page in HTML to show Admission form in OITM 13. A Web Page in HTML to show your resume
using Appropriate Formatting Elements.
14. A Web Page in HTML to show all the Text, Color, Background and Font Elements.
15. Write a Program to Create a Nested List.
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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

16. Creation of Web pages using JavaScript.

18. Creating web pages using PHP.

COM101: English Communication

Credits: 4
LTP 400
Course Objectives:
1. To make students capable of using English language in context.
2. To enhance effective reading and writing skills.
Course Outcomes:
1. The students will develop a minute practical knowledge about English grammar and its usage
2. The students will develop an understanding of the importance of free expression.
Contents:
UNIT I
Reading Skills: Comprehension of Unseen Passage [Reading articles] (Intermediate) Summary Paraphrasing,
Translation and Precis Writing.
UNIT II
English Grammar and Usage: Parts of speech, common errors in writing (based on Parts of Speech) Tenses, Change
of Voice, Transformation of Sentences.
UNIT III
Basic Writing Skills and Writing Practices: Paragraph/essay writing, short life story writing, Notice (General like
trip, change of name, function) making notes and Letter writing.
UNIT IV
Vocabulary Enhancement: Synonym, Antonym, Idioms and Phrasal verbs
Reference Book:
1. Practical English Usage. Michael Swan OUP. 1995
Suggested Readings:
1. On Writing Well. William Zinsser. Harper Resource Book. 2001
2. Communication Skills. Sanjay Kumar and Pushp Lata.Oxford University Press. 2006
3. Exercises in Spoken English. CIEFL, Hyderabad. Oxford University Press
Internet Links:
1. https://www.englishgrammar101.com/
2. http://learnenglish.britishcouncil.org/en/english-grammar
3. http://www.englishgrammarsecrets.com/
4. http://www.myenglishpages.com/
5. http://www.english-for-students.com/Homonyms-B.html

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

COM121: English communication lab

Credits : 4
LTP 002

Course Description: The course aims to equip the students with focus on the production and practice of sounds
of language and familiarizes the students with the use of English in everyday situations both in formal and
informal contexts.
The course includes description of sights seen in everyday life, pronunciation of different words and its correct
usage.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:

CO1: Better understanding of nuances of English language through audio- visual experience and group
activities.

CO2: Speaking skills with clarity and confidence enhancing their employability skills.

CO3: Better comprehension of speech of people of different backgrounds and regions.

CO4: Ability to use English grammar accurately.
Course Content
Unit I
Daily Discourse: Common Everyday Situations: Conversations and Dialogues (Unit 1-6), Monologue
(2D/4D/5D/6D), and Communication at workplace.
Unit II
Listening Skills: Listening skills on Social Interactions (Unit 1), work and study (Unit 2), daily life (Unit 3),
food (Unit 4), Places (Unit 5) and Family (Unit 6).
Unit III

Phonetic Skills: Pronunciation, Intonation, Stress (Unit 1-6) and Rhythm.

Unit IV
Speaking Skills: Group Discussion / Debate, Role Plays.
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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

Recommended Books / Suggested Readings:

1. Cambridge English Empower Elementary Student’s Book by Cambridge University Press

2. Exercises in Spoken English. Parts. I-III. CIEFL, Hyderabad. Oxford University Press
3. Study Writing. Liz Hamp-Lyons and Ben Heasly, Cambridge University Press.2006.
4. On Writing Well. William Zinsser. Harper Resource Book. 2001
5. Practical English Usage. Michael Swan. OUP. 1995.

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM105: Marketing with Social Media

Credits: 4
LTP 400

Course Objectives:
The course aims to equip the students with best practices and develop the skills to concepts business objects with social
media platform. In this course students will be able to:
1. Describe what social media is, the various channels through which it operates, and its role in marketing strategy.
2. Apply principles of consumer and social psychology to develop social media content and campaigns that engage
consumers.
3. Build on knowledge about word-of-mouth marketing to develop effective approaches for propagating ideas,
messages, products, and behaviors across social networks.
4. Determine the impact of a social media campaign in terms of a specific marketing objective.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Identify best practices for social media marketing including platform.
CO2: Develop a marketing plan for a new or existing product or service by Blog and Twitter.
CO3: Demonstrate an understanding of the principles of digital marketing on Facebook and Google+.
CO4: Develop a marketing plan for a new or existing product or service on YouTube and LinkedIn Platform.
Course Content
UNIT I
Social Media Mix: Making Business Case for Social Media, Tallying the Bottom Line, Plotting Social Media Marketing
Strategy, Managing Cyber social Campaign
Cyber social Tools: Discovering Helpful Tech Tools, Leveraging Search Engine Optimization (SEO) for Social Media,
Using Social Bookmarks, News, and Share Buttons
UNIT II
Blogs, Podcast, and Video: Growing the Brand, Building the Blog, Using Podcasts or Video in Content, Sharing Images.
Twitter: Using Twitter as a Marketing Tool, Using Twitter as a Networking Tool, Finding the Right Twitter Tools,
Supplementing Online Marketing Tools with Twitter, Hosting Twitter Chats
UNIT III
Facebook: Using Facebook as a Marketing Tool, Creating and Sharing Content on Facebook, Gaining Insight about
Your Facebook Community, Finding the Facebook Sweet Spot.
Google +: Leaping into Google+, Socializing in Circles, and Building through Pluses, Shares and Comments, hanging
with Google+ Community.
UNIT IV
Pinterest: Pinning Down Pinterest, Marketing with Pinterest, Driving Sales with Pinterest
YouTube and LinkedIn: LinkedIn marketing, LinkedIn advertising, LinkedIn analytics, YouTube marketing, YouTube
advertising, YouTube analytics.
Recommended Books / Suggested Readings:
1. Social Media Marketing All-in-One for Dummies by Jan Zimmerman.
2. Social Media Marketing for Dummies by Shiv Singh.
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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

3. Social Media Marketing. The Next Generation of Business Engagement by Dave Evans.

BDM125: Marketing with Social Media Lab

Credits: 1
LTP 002

Course Objectives:
The course aims to equip the students with understanding of the processes and techniques of digital marketing. In this
course students will be able to:
1. Analyze the basics in Social Media Marketing (SMM) and Blogging
2. Describe Google Analytics for Social Media
3. Classify insights to Facebook and Twitter branding
4. Apply the concepts of Influencer marketing and Online Reputation Management.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Identify best practices for social media marketing including platform.
CO2: Develop a marketing plan for a new or existing product or service by Blog and Twitter.
CO3: Demonstrate an understanding of the principles of digital marketing on Facebook and Google+.
CO4: Develop a marketing plan for a new or existing product or service on YouTube and LinkedIn Platform.
List of Experiments:
1. Every student needs to create a blog on their interest, post some posts and understand the analytics associated
with it
2. Social Media Marketing (SMM) – Learn how to build brand, generate leads & aggregate audience on Social
Media.
3. Every student needs to create a video, upload on YouTube, and understand the analytics associated with it
4. Create account on LinkedIn and understand the use of hash tag and tagging individual profiles
5. Create account on Twitter and understand the use of hash tag and tagging individual profiles
6. Understand advertising through Facebook
7. Understand advertising through You Tube.

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM150: Minor Project

Credits: 2
LTP 002

Course Objectives:
The course aims to equip the students to provide an opportunity to apply the knowledge gained through various courses
in Digital Marketing. In this course, students will be able to:
1. Explain the holistic impact of all Digital Marketing channels.
2. Demonstrate adequate competency in digital marketing platforms.
3. Get exposure to the latest digital marketing technologies.
4. Learn about the basic tools how to use in digital marketing.
Course Outcomes (CLO):
After completing this course, students will be able to:
CO1: Identify emerging areas of interest feasible to the project group.
CO2: Formulate the problem and perform analysis of it by the team.
CO3: Develop and implement digital marketing strategy.
CO4: Write technical report and deliver presentation.
Guidelines for Minor Project
The minor project is considered as a steppingstone in implementing Major projects. Hence students should plan and
organize their minor projects meticulously and necessary discussions and planning should be done to achieve this
objective. The following guidelines should be adhered to:
1. Team size should be 2 members.
2. Individual projects may be permitted in exceptional cases, for valid reasons.
3. Minor Projects should be purely internal in nature.
4. No restriction on tools/platform/language chosen should be made.
5. The report format guidelines used to document Minor Projects should be followed for making the final report
and evaluation will be made on the same grounds.
Evaluation of Minor Project:
External Evaluation:
Criteria for external evaluation of Minor Project, External evaluation is done by two external examiners appointed by
the HOD/DEAN of the department. The following components are to be assessed for the End Semester external
Evaluation of the Minor Project:
Quality of documentation 20 marks.
Presentation of work 20 marks
Viva 20 marks
Total 60 marks
Internal Evaluation:
Criteria for internal evaluation of Minor Project, Internal evaluation is be done by conducting a Viva by a team of
evaluators comprising of the concerned guides and/or Head of the Department. The following are the components for
internal evaluation of the Minor Project:
Presentation of the work/Internal Viva 15 marks
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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

Individual involvement & teamwork 20 marks

Attendance 5marks
Total 40 marks

BDM201: E-Business
Credits: 4
LTP 400
Course Objectives:
The course aims to equip the students with understanding the definition and categories of the E-Business. In this course
students will be able to:
1. Classify the technologies for Ecommerce.
2. Explain different types of Online Payment systems.
3. Develop Selling and marketing on web.
4. Classify various E-business.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Discuss the e-business concepts and their types.
CO2: Describe the e-Marketplaces and management.
CO3: Explain E-contracting and online distribution.
CO4: Discuss and work in a group to design a new online business idea.
Course Content
UNIT I
Introduction: Concept of e-business; Nature, scope, and impact of e-business; Difference between e-business and
ecommerce; History and development of e-business; Advantages of e-business; Business models for e-products and e-
services; Contribution of e-business to economic growth, market, competitiveness, and productivity.
Technologies in e-business: Introduction; e-business technologies - hardware, e-business software applications, internet
and World Wide Web; Database management system; e-business security; Online payment technology; IT/IS evaluation
and e-business; Social consequences of e-business technologies.
UNIT II
Digital Marketing: Concept; Effects of e-business technologies on marketing strategy, customer retention and e-CRM;
Measuring the extent of digital marketing activity; Market analysis; Digital marketing tools; Viral marketing.
E-Business and Operations management: Difference between purchase and procurement; Market solutions - sell-side,
buy-side, and Marketplace; Integration of product catalogue; Procurement service providing.
UNIT III
E-Contracting: Concept of generic services - information, negotiation, archiving, enforcement, reconciliation; Structure
of a contract; Digital signature; Legal affairs.
Online Distribution: Components of a distribution system; Characterization of online distribution; hybrid distribution
networks; Model for electronic software distribution.
UNIT IV
E-Payment System: Characteristics of payment system; Classification of payment systems - E-cash, E-check, overview
of smart card; Applications of IPSec.
E-Business Plan Development: Students must develop an E-Business Plan; The business plan must incorporate IT-
features that would address complete requirements to run a specified business.
Recommended Books / Suggested Readings:
1. Electronic Commerce: A Managerial Perspective, Turban, E. et al., Prentice Hall 2008.
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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

2. Electronic Business and Electronic Commerce Management, 2nd edition, Dave Chaffey, Prentice Hall, 2006
3. e-Learning Tools and Technologies, Horton and Horton, Wiley Publishing.

BDM202: Web Content Writing

Credits: 4
LTP 400

Course Objectives:
The course aims to equip the students with best use of headlines, subheads, bullets, and hyperlinks. In this course students
will be able to:
1. Discuss the impact of the business objectives and promotional messages
2. Determine tested techniques for effective content writing
3. Describe the impact of mass media promotion
4. Differentiate the content development for different media purposes.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Determine fast track methods to write and produce engaging content for website or blogs.
CO2: Build successful web content.
CO3: Develop the smartest ways to write articles blogs or web contents.
CO4: Classify the right social media channels to promote your contents.
Course Content
UNIT I
Understanding writing for the web and how to engage your online audience, How audiences read online and the way we
need to write for the web, Understanding your audience – who are they, characteristics and personas, Turning jargon into
reader friendly messages, Building relationships with different audience segments, Features/benefit driven content.
UNIT II
What makes effective or ineffective web pages and copy, Developing ideas and web content of interest to your online
readers, Stories, statistics and other effective ways to convey your message, Planning and structuring your web content
,Effective navigation – how people ‘hunt’ their way through/to your information, Finding and using the right keywords,
The latest SEO copywriting techniques and strategies, Writing headlines, subheads, body copy, bullet points and
hyperlinks – and where to use them in copy and other content, Opening sentences that hook your audience ,Other
important web copy elements such as titles, metatags, and ALT tags, Writing techniques to drive action e.g. enquiries,
purchases, downloads, etc.
UNIT III
Creating web-friendly PDF’s – and when/where to use them, Images – best practices, alt tags, Info graphics tip ,Handy
tools for web writers ,Email copywriting techniques and strategies ,How people read and interact with emails
Appropriate tone and style, establishing credibility with your audience ,Planning your newsletter content, Email writing
best practices.
UNIT IV
Subject lines that work, boosting your subscriber numbers, Emails on mobile. Case study of any organization which
successful by content writing.
Recommended Books / Suggested Readings:
1. The Art of SEO 2nd Edition Mastering Search Engine Optimization by Eric Enge, Stephan Spencer, Jessie
Sticchiola, Rand Fishkin, publisher O’Reilly Media
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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

2. The Art of SEO 3rd Edition Mastering Search Engine Optimization by Eric Enge, Stephan Spencer, Jessie
Sticchiola publisher O’Reilly Media
3. Search Engine Optimization for Dummies by Peter Kent.

BDM203: Graphics Design

Credits: 4
LTP 400

Course Objectives:
The course aims to equip the student’s course based on three major fundamentals of design: typography, color theory
and layout theory. In this course students will be able to:
1. Formulate the fundamentals of color: visual, rhythm, and pattern in design.
2. Apply scale, weight, direction, texture, and space in a composition.
3. Discuss typeset text and experiment with letter forms.
4. Create your own series of images using different image making techniques.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Describe the basic principles of Adobe Photoshop.
CO2: Apply the tools of Digital Photographs such as mask, pen etc.
CO3: Discuss the basic structure and principles of CorelDraw.
CO4: Demonstrate the understanding of object tools.
Course Content
UNIT I
Getting to Know the Work Area: Starting to work in Adobe Photoshop, Using the tools, Undoing actions in Photoshop,
Customizing the workspace, Basic Photo Corrections: Strategy for retouching, Resolution and image size, Adjusting the
color in Camera Raw, Straightening and cropping the image in Photoshop, Adjusting saturation with the Sponge tool,
Using the Spot Healing Brush tool
Working with Selections: Using the Quick Selection tool, moving a selected area, Using the Magic Wand tool, selecting
with the lasso tools, cropping an image, and erasing within a selection. Layer Basics, Using the Layers panel, applying
a gradient to a layer, applying a layer style, Flattening, and saving files
UNIT II
Correcting and Enhancing Digital Photographs: Processing files in Camera Raw, merging exposures and applying,
correcting image distortion, Adding depth of field. Masks and Channels: Creating a mask, refining a mask, manipulating
an image with Puppet Warp, working with channels, Typographic Designs: Creating a clipping mask from type, creating
type on a path, warping point type, Designing paragraphs of type.
Vector Drawing Techniques: About bitmap images and vector graphics, the Pen tool, creating vector objects for the
background, working with defined custom shapes, Importing a Smart Object.
UNIT III
CorelDraw X5 Essentials: Exploring Your Workspace, CorelDraw’s Ins and Outs: Importing, Exporting, and Saving
Design Work. Navigation and Page Setup, X5 Test Drive.
Getting Started with CorelDraw X5: Working with Single- and Multi-Page Documents, Measuring and Drawing
Helpers. Creating Basic Shapes. Applying Transformations, Moving, Scaling, Rotating: Basic Transformations
UNIT IV
Working with Object Tools: Drawing and Editing Objects, Editing Objects. Working with Text. Getting Artistic with
Text: Typography Rules and Conventions. Graphic Design (Photoshop/CorelDraw).
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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

Recommended Books / Suggested Readings:

1. Adobe® Photoshop® Cs5 Classroom in a Book, the Official Training Workbook from Adobe Systems.
2. CorelDRAW®X5 The Official Guide by Gray David Bouton, McGraw Hill.

BDM223: Graphics Design Lab

Credits: 1
LTP 002

Course Objectives:
The course aims to equip the student’s course based on three major fundamentals of design: typography, color theory
and layout theory. In this course students will be able to:
1. Explain the basic principles and fundamentals in visual art and design.
2. Develop basic skills using tools and theory used in design process.
3. Describe the creative process, develop techniques and methods of creative problem solving.
4. Create computer-based projects using Adobe Photoshop and Illustrator software programs.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Discuss the basic principles of Adobe Photoshop.
CO2: Analyze the tools of Digital Photographs such as mask, pen etc.
CO3: Describe the basic structure and principles of CorelDraw.
CO4: Demonstrate the understanding of object tools.

List of Experiments:
1. Familiar students with draw shapes, add color to objects, duplicate, rotate, mirror objects, import images from file,
use smart drawing, ellipse, rectangle, interactive drop shadow, and text tools to CorelDraw Tools.
2. Design a Logo for Company/Shop or Activity.
3. Familiar with Ellipse tool, interactive fountain fill tool of CorelDraw Tools.
4. Design a 3D button for web page.
5. Design 3D looking text that can be used for heading or slide presentation using CorelDraw.
6. Design a movie on given topic by using photos, videos, background music with audio files with effects using Movie
Maker.
7. Learn the tools and create the car advertisement in Photoshop.
8. Learn the magnetic logo tools and create a photo effect by merging the two photographs in Photoshop.
9. Mix the two different audio tracks and give then the sound effects.
10. Use Virtual DJ for video mixing of two different videos and give them video effects.
11. Use Cool Edit Pro to Open and edit use multiple tracks and for mixing and editing of different audios.

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM204: Web Analytics

Credits: 3
LTP 300

Course Objectives:
The course aims to equip the students with understanding the definition and categories of the web analytics. In this course
students will be able to:
1. Identify the different types of analytics including descriptive, diagnostic and prescriptive
2. Describe the various web analytics processes and metrics used to measure online success
3. Discuss the segmentation process and explain why it is a useful analytical technique
4. Describe what Google Analytics is and explain why it is a useful tool
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Discuss the concepts of web analytics from ground zero to mastering the analytics domain across digital channels.
CO2: Analyze how digital data analytics drives important insights for all aspects of the customer lifecycle across digital
channels.
CO3: Compare of web analytics, social analytics, mobile analytics, and content analytics.
CO4: Evaluate data from various sources to conduct quantitative and qualitative research, and deliver actionable, data-
informed business insights.
Course Content
UNIT I
Introduction to Web Analytics: Web analytics and its key terms, Common sources of confusion in web analytics, Off
site web analytics: Web measurement and analysis, Measurement of website’s potential audience (opportunity), share
of voice (visibility), and buzz (comments) on internet.
UNIT II
On-Site Web Analytics: Measurement of visitor’s journey including drivers and conversations, tracking pages that
encourage people to make a purchase and measures the commercial performance of the website. Comparison of data
with key performance indicators, Implication to improve marketing campaign’s audience response. On-site Web
Analytics technologies and difference between them.
UNIT III
Web analytics at e-Business scale: Framework for mapping business needs to web analytics tasks, Case studies of
success stories and currently missed opportunities, Data collection architecture, Introduction to OLAP, Web data
exploration and reporting, introduction to splunk or any other similar tool.
Computational Advertisement & tools: Display and search advertising, Ad Auctions, Conversion attribution, Bidding
strategies, Introduction to Google Ad Words and O2MC, Simulation tool
UNIT IV
Predictive and Descriptive Modeling: - Classification: Generative and discriminative models, Classification vs.
regression vs. ranking vs. prediction, Active learning, and semi-supervised learning
Recommended Books / Suggested Readings:
1. Web Analytics 2.0: The art of online accountability and science of customer centricity (Google ebook), Avinash
Kaushik, John Wiley & sons.
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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

2. Web Analytics: an hour a day, Avinash Kaushik, John Wiley & Sons.
3. MMDS: Mining of Massive Datasets (by Rajaraman, Ullman, Leskovec)
4. IDM: Introduction to Data Mining book (by Tan, Steinbach, Kumar)
5. NCM: Networks, Crowds, and Markets: Reasoning About a Highly Connected World (by Easley and Kleinberg).

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM205: Search Engine Optimization and PPC

Credits: 4
LTP 400

Course Objectives:
The course aims to equip the students with the ways in which search engines function as well as how users interact with
them with an eye towards predicting customer behaviors who search for goods and services. In this course students will
be able to:
1. Develop an integrated search marketing plan that maximises your SEO and PPC efforts.
2. Create landing pages that will boost conversion rates for both SEO and PPC.
3. Apply keyword analysis to optimise your site for SEO and make your PPC activity more effective.
4. Identify, measure and act upon the KPIs that will help you boost your performance in search.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Describe the overview of search engine marketing.
CO2: Create Web pages designed to be easily crawled and optimally indexed by search engines.
CO3: Discuss Google Analytics and other metrics and tools to monitor progress in achieving search engine marketing
goals and Attract inbound Links from other Web Sites.
CO4: Describe the basic principles of Pay Per Click campaigns.
Course Content
UNIT I
Search-Engine Optimization: Find Your Target Audience, Set Budget, Set Goals, Keyword Generation, Using the
Google AdWords Keyword Tool, Bing Keyword Tool. Creating Pages: An Introduction to Creating Pages, Choose
Filenames, Optimize Title Tags, Optimize Meta Keyword Tags, create a Meta Robots Tag, Add Emphasis with Header
Tags, Optimize Images, Create Links, Validate HTML
UNIT II
Website Structure: Web Hosting, Optimize for Multiple Browsers, Plan and Design a Website Structure, create a
Robots.txt File, specify a Canonical Page, Using the Nofollow Attribute, Creating Content, Using Latent Semantic
Content, Optimize Non-HTML Documents. Creating Communities: Create a Blog with WordPress, create a Blog with
Tumblr, Write Search-Engine-Optimized Posts, create a Community with vbulletins, Create a Community with phpBB.
UNIT III
Building Links: Gather Link Intelligence with Open Site Explorer, Using Effective Anchor Text, Content Marketing
with Guest Blogging, and Info graphics. Using Google Analytics, Set Up E-Commerce Tracking, Insert Tracking Code
on Your Thank You page, Using Third party Shopping Carts. Social Media Optimization. Creating Pay-Per-Click
Campaigns: Learn About AdWords’ Accounts, create an AdWords Campaign, Using Google AdWords Editor, Optimize
Your Account.
UNIT IV
Quality Score Optimization: View your Quality Scores, Optimize Your Quality Score, Test Ad Copy with Advance
Keyword Insertion, Using Display Network Target Campaigns, Install Remarketing, Optimize Your Landing Pages
Optimizing for Other Search Engines, Increase Exposure an Ask.com, Improve Your Ranking on Bing, Using Shopping
Engines to Drive Traffic, Produce Sales with eBay Auctions. Using Craigslist to Drive Traffic, Get Listed on Local.com
and ReferLocal.com.
Recommended Books / Suggested Readings:
1. Search Engine Optimization for Dummie by Peter Kent.
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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

2. Search Engine Optimization 3rd Edition by Kristopher B. Jones and Foreword by Boyk.

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM225: Search Engine Optimization and PPC Lab

Credits: 1
LTP 002

Course Objectives:
The course aims to equip the students with the ways in which search engines function as well as how users interact with
them with an eye towards predicting customer behaviors who search for goods and services. In this course students will
be able to:
1. Describe the main search engine optimisation techniques for business websites.
2. Discuss the process of effective SEO, including keyword research, writing optimised content, getting web pages
indexed by search engines and tracking the outcomes.
3. Discuss ‘link popularity’ and why it is an important part of the optimisation process.
4. Identify ways Google Ads and Google Analytics can be used as part of a search marketing strategy.
Course Outcomes (CLO):
Upon successful completion of the course, the students should be able to:
CO1: Describe the history of search engine marketing.
CO2: Create Web pages designed to be easily crawled and optimally indexed by search engines
CO3: Analyze Google Analytics and other metrics and tools to monitor progress in achieving search engine marketing
goals.
CO4: Apply inbound Links from other Web Sites.
List of Experiments:
1. Case study of any website to understand its SEO policy. The case should include the following –
a. Brief overview of company and what they do as well as the role of search and discoverability and website
traffic in their business strategy (brand awareness, ecommerce conversions, facilitate purchase, increase
desire, encourage trial, etc.)
b. Search engine results page when searching branded (congregation ale and non-branded (craft beer, beer,
microbrew etc.) words
c. Raw traffic and discoverability metrics as well as competitors’
d. Developer issues (robots.txt, sitemap.xml, canonical URLs, optimized description, and page title, meta
description, h1 headers, html markup and metadata for visuals)
e. Content and keyword analysis (do content adequately support the required keywords and do keywords
support the required strategic needs? Why or why not? You will have to do a keyword and content analysis
and apply to strategic objective you arrived at in first section for this part!)
f. Link analysis (analyze quality and quantity of links and their role in discoverability)
g. List at least 5 things that need to be fixed on this webpage to ensure discoverability--there are about 14)
2. Create a product SEO Strategy.
3. Create an AdWords Campaign project.

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM206: Display Marketing

Credits: 4
LTP 400

Course Objectives:
The course aims to equip the students with understanding the definition and categories of the display marketing. In this
course students will be able to:
1. Develop a basic display campaign and allocate ad dollars for success.
2. Compare the pricing models for display and evaluate the best possible choice for your campaign.
3. Build strategies to track and optimize performance of display campaigns.
4. Apply best practices for designing display ads and the strategies to work with the creatives who develop them.
Course Outcomes (CLO)
Upon successful completion of the course, the students should be able to:
CO1: Understand the role of display advertising in the digital marketing ecosystem
CO2: Become a pro on how and when to use display advertising effectively
CO3: Using Display Ads to reach your target audience.
CO4: Improving display success through display ads optimization.
Course Content
UNIT I
Introduction: Display marketing, display marketing ecosystem, Display Ads On Google Display Network, Google
Display Network & YouTube On Tablets, Mobile Devices & Computers, Brand & Direct Response Advertisers Benefits,
Media Purchase Options, Ad Formats & Display Inventory, Campaign Planning, The Value Of Planning Ahead, Direct
Response Campaigns Strategies
UNIT II
Create Your Ads: Ad Formats, How To Use AdWords Ad Gallery, Display Ads Strategies and Policies, Implement and
Create A New Campaign, Target Your Campaign, Display Network Bidding Features, Bid Adjustments Setting,
Performance Measurement, Running AdWords Reports, Refine & Optimize, Advanced Features Of Google Display
Network Optimization.
UNIT III
YouTube Display Ads: YouTube Ad Formats Fundamentals, YouTube Advertisement Understanding, YouTube
Campaign Planning & Implementation, Fundamentals of Location and Language Targeting, Brand Channel Planning &
Implementation, Basics of AdWords Ad Gallery, Introduction to AdWords For Video, YouTube Reserved Media
Placements Fundamentals
UNIT IV
Refine & Optimization: Performance Measurement & Optimization, Optimization Strategies and Video Content on
YouTube, Display Ads on Mobile Devices, Ads Placements Fundamentals, Mobile Inventory Overview, Introduction to
YouTube Mobile Ad Formats, Fundamentals of Video Ad Formats in AdWords.
Recommended Books / Suggested Readings:
1. Damian Ryan and Calvin Jones, “Understanding Digital Marketing”.
2. Puneet Singh Bhatia, Fundamentals of Digital Marketing First Edition, Publication Pearson.
3. Venakataramana Rolla, “Digital Marketing Practice guide for SMB: SEO, SEM and SMM”, CreateSpace
Independent Publishing Platform, First edition.
4. Shivani Karwal, “Digital Marketing Handbook: A Guide to search Engine Optimization, Pay Per Click
Marketing, Email Marketing and Content Marketing”, CreateSpace Independent Publishing Platform, 1st edition.
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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

5. Ian Dodson, “The art of Digital Marketing”.

6. Simon Kingsnorth, “Digital Marketing Strategy”.

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM250: Major Project

Credits: 4
LTP 004

Course Objectives:
The course aims to equip the students to provide an opportunity to apply the knowledge gained through various courses
in Digital Marketing. In this course, students will be able to:
1. Explain the holistic impact of all Digital Marketing channels.
2. Demonstrate adequate competency in digital marketing platforms.
3. Get exposure to the latest digital marketing technologies.
4. Learn about the basic tools how to use in digital marketing.
Course Outcomes:
After completing this course, students will be able to:
CO1: Identify emerging areas of interest feasible to the project group.
CO2: Formulate the problem and perform analysis of it by the team.
CO3: Develop and implement digital marketing strategy.
CO4: Write technical report and deliver presentation.
Guidelines for Major Project
Hence students should plan and organize their minor projects meticulously and necessary discussions and planning
should be done to achieve this objective. The following guidelines should be adhered to:
1. Group Size: Maximum 2.
2. Certificate should include the names of all members.
3. The report format guidelines used to document Major Projects should be followed for making the final report
and evaluation will be made on the same grounds.
Typing Instructions for Major Project Report:
 Specification for Fonts:
 Font Face: Times new Romano.
 Font Size: As per following preview:
 Headings (Size 16 Bold).
 Sub-Heading (Size 14 Bold and Italic).
 Contents (Size 12Normal)
 Line spacing: 1.5.
 Text Alignment: Both left and right justified.
 Page Dimensions: Standard A4 size (297mm x 210mm).
 Margins:
 Top margin: 0.75”
 Bottom margin: 0.75”
 Left margin: 1”
 Right margin: 0.75”
 Footer: Page number should be bottom centered.
 Sections should be numbered as for example,1. Introduction.
 Subsections should be numbered as for example,3.1 Simulation Toltec.

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

 Paragraphs and sentences should be short.

 Start of a paragraph should not be intended, rather, give one-line space between two paragraphs.
 A sub heading at the bottom of a page must have at least two full lines below it or else it should be carried over
to the next page.
 The last word of any page should not be split using a hyphen.
 References:
 Book titles must be in capitals.
 Reference numbers should be marked liberally inside the text of the report-e.g., ......as given in [3].
 References should either be in chronological order or in the order in which they appear in the text.
Evaluation of Major Project:
External Evaluation:
Criteria for external evaluation of Minor Project, External evaluation is done by two external examiners appointed by
the HOD/DEAN of the department. The following components are to be assessed for the End Semester external
Evaluation of the Minor Project:
Quality of documentation 20 marks.
Presentation of work 20 marks
Viva 20 marks
Total 60 marks

Internal Evaluation:
Criteria for internal evaluation of Minor Project, Internal evaluation is be done by conducting a Viva by a team of
evaluators comprising of the concerned guides and/or Head of the Department. The following are the components for
internal evaluation of the Minor Project:
Presentation of the work/Internal Viva 15 marks
Individual involvement & teamwork 20 marks
Attendance 5marks
Total 40 marks

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

BDM260: Professional Training

Credits: 4

Course Objectives:
The course aims to equip the students with a professional environment and/or style typical of a global IT industry.
In this course, students will be able to:
1. Develop skills in DM of theory to practical work situations.
2. Develop skills and techniques directly applicable to their careers.
3. Develop and enhance employment opportunities.
4. Facilitate their transition from college/university to full-time employment.
Course Outcomes:
Upon completion of this course, the student will:
CO1: Build skills to work in actual working environment.
CO2: Use technical resources.
CO3: Acquire industrial experience of developing digital marketing strategy to solve real time problems of customers.
CO4: Write technical documents and give oral presentations related to the work completed.
Course Contents:
Summer Professional Training is an important part of DDMSN course curriculum. It provides an opportunity to DDMSN
students to write a winter training report on latest trends/technology related to digital marketing. Following are guidelines
for winter training report writing and assessment:
General Instructions:
1. Summer training report should not be less than 25 pages.
2. Proper dress code is mandatory for presenting and attending summer training PPT presentations.
3. Attendance is compulsory for all students.
4. If a student is absent for his presentation as per schedule, he/she must assess later with reduced weightage in the
presentation assessment.
5. Always prepare a draft report first and print it out.
6. Read it yourself first and correct any typographical or grammatical errors.
7. One copy of final summer training report must be submitted as a spiraled report to the coordinator.
Main Components of a Report:
1. Cover page.
2. Abstract
3. Acknowledgement and declaration.
4. Certificate.
5. Table of contents/Index page.
6. Conclusions.
7. References.
Typing Instructions for Summer Training Report:
 Specification for Fonts:
 Font Face: Times new Romano.
 Font Size: As per following preview:
 Headings (Size 16 Bold).

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 FACULTY OF COMPUTATIONAL SCIENCE 2021-2022
DIPLOMA IN DIGITAL MARKETING AND SOCIAL NETWORKS
(DDMSN)

 Sub-Heading (Size 14 Bold and Italic).

 Contents (Size 12Normal)
 Line spacing: 1.5.
 Text Alignment: Both left and right justified.
 Page Dimensions: Standard A4 size (297mm x 210mm).
 Margins:
 Top margin: 0.75”
 Bottom margin: 0.75”
 Left margin: 1”
 Right margin: 0.75”
 Footer: Page number should be bottom centered.
 Sections should be numbered as for example,1. Introduction.
 Subsections should be numbered as for example,3.1 Simulation Toltec.
 Paragraphs and sentences should be short.
 Start of a paragraph should not be intended, rather, give one-line space between two paragraphs.
 A sub heading at the bottom of a page must have at least two full lines below it or else it should be carried over
to the next page.
 The last word of any page should not be split using a hyphen.
 References:
 Book titles must be in capitals.
 Reference numbers should be marked liberally inside the text of the report-e.g., ......as given in [3].
 References should either be in chronological order or in the order in which they appear in the text.
Evaluation of Professional Training

Evaluation:
Criteria for external evaluation of Professional Training, External evaluation is done by two external examiners from the
department is appointed by the HOD/DEAN of the department. The following components are to be assessed for the End
Semester external Evaluation of the Professional Training:
Training Report 30 marks.
PPT Content 10 marks
Viva 10 marks
Communication skills 25 marks
Query Handling 25 marks

Total 100 marks

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