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Master of Commerce (M.Com.) E Marketing Management Syllabus - Mumbai University 2026

E-Marketing Management Syllabus.pdf
Mandatory course · Semester 4 · M.Com. E-Commerce · 4 credits · 100 marks

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Syllabus for E-Marketing Management

Mandatory course · Semester 4 · M.Com. E-Commerce · 4 credits · 100 marks

Module I

  • Unit 1 Introduction to E-Marketing
  • A) E-Marketing Concepts and Evolution: Definition and scope of e-marketing (digital
  • marketing), Evolution of marketing in the digital age, Importance of e-marketing in the contemporary business landscape, Key trends, and challenges in e-marketing.
  • B) Digital Consumer Behavior: Understanding online consumer behavior, Factors
  • influencing online purchase decisions, Customer journey mapping and touchpoints, Personalization, and customization in e-marketing.
  • Unit 2 Digital Marketing Channels and Strategies
  • A) Digital Marketing Channels: Overview of digital marketing channels: search engine
  • marketing (SEM), social media marketing (SMM), email marketing, content marketing, and affiliate marketing, multi-channel marketing and integrated marketing
  • communications (IMC), Emerging trends in digital marketing: influencer marketing, voice search, and AI-driven marketing.
  • B) Digital Marketing Strategies: Developing digital marketing objectives and goals, Target audience segmentation and targeting strategies, Content strategy
  • development: content types, formats, and distribution channels, Conversion
  • optimization techniques and strategies.

Module II

  • Unit 3 E-Marketing Campaign Planning and Execution
  • A) Campaign Planning: Setting campaign objectives and KPIs, Budget allocation and resource planning, Campaign calendar and timeline development, Creative brief
  • development, and campaign messaging.
  • B) Campaign Execution: Implementing digital marketing campaigns across channels, Ad creative development and A/B testing, Campaign monitoring and optimization: tracking metrics, analyzing data, and making data-driven decisions, Crisis
  • management and response in digital marketing.
  • Unit 4 E-Marketing Metrics and Performance Analysis
  • A) Key Performance Indicators (KPIs): Identifying relevant KPIs for e-marketing
  • campaigns, Metrics for measuring website traffic, engagement, conversions, and ROI, Tools and platforms for tracking and analyzing e-marketing metrics.
  • B) Campaign Optimization: Interpreting e-marketing data and insights, Iterative
  • campaign optimization: adjusting targeting, messaging, and creative elements, Split
  • testing and multivariate testing, Reporting and communicating campaign performance
  • to stakeholders.

References

  • 1 Digital Marketing for Dummies by Ryan Deiss and Russ Henneberry.
  • 2 Digital Marketing: Strategy, Implementation and Practice by Dave Chaffey and Fiona Ellis-Chadwick.
  • 3 Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses by Joe Pulizzi.
  • 4 Influence: The Psychology of Persuasion by Robert B. Cialdini.
  • 5 Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity by AvinashKaushik SEMESTER IV

Reproduced from the University of Mumbai syllabus for M.Com. (E-Commerce) under NEP 2020, in force from the academic year 2023-24. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its specialisation. Open a document here if you want the whole thing rather than a single subject.

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