Digital Marketing & Analytics Notes
Download free chapter-wise PDF study materials, module summaries, and revision notes for Digital Marketing & Analytics (COM6EJ311) under Calicut University FYUGP. COM6EJ311 - Digital Marketing & Analytics study notes and resources.
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About Digital Marketing & Analytics (Calicut University BCom Sem 6)
Digital Marketing & Analytics (COM6EJ311 • 4 Credits • 60 Hours) constitutes an essential academic pillar of the Bachelor of Commerce curriculum under the University of Calicut Four-Year Undergraduate Programme (CUFYUGP Regulations 2024 / 2025). The course delivers comprehensive instruction in core commercial theories, statutory regulatory environments, and practical corporate workflows. Undergraduates transition from introductory commercial overviews to rigorous operational analysis, examining how modern financial enterprises, commercial establishments, and regulatory authorities formulate policies, ensure statutory compliance, and optimize resource allocations. The curriculum integrates historical administrative and financial doctrines with contemporary market realities, exploring quantitative modeling, legal jurisprudence, and computerized financial reporting systems. Through structured case studies, problem-solving workouts, and theoretical evaluations, scholars cultivate the analytical competence required for corporate accounting, financial consultancy, banking services, and higher research in commerce. The subject is evaluated under a 100-mark assessment model consisting of Continuous Internal Evaluation (30 Marks) and the university End-Semester Examination (70 Marks).
Digital Marketing & Analytics Module-by-Module Curriculum Breakdown
Official syllabus unit modules prescribed by the University of Calicut FYUGP framework:
Principles of Taxation
Examines the foundational theoretical architecture and operational frameworks of Principles of Taxation within Digital Marketing & Analytics. Key curricular components include 1 Meaning - Objectives of Taxation – Effects of taxation on Production distribution and employment 3 2 Cannons of Taxation – Tax- GDP Ratio: Meaning – Significance and determinants – Trends in Tax - GDP Ratio 3 3 Features of Good Taxation System – Tax equity: benefit Principles of Taxation 3 4 Ability to pay - Principl. Coursework emphasizes statutory regulatory compliance, analytical evaluation, and structured problem-solving methodologies prescribed under Calicut University FYUGP regulations. Undergraduates develop competencies in contrasting theoretical perspectives, interpreting institutional practices, and addressing practical commercial scenarios evaluated in external university examinations.
Classification of Taxes
Examines the foundational theoretical architecture and operational frameworks of Classification of Taxes within Digital Marketing & Analytics. Key curricular components include 5 Direct and Indirect Taxes – Relative role of Direct and Indirect Taxes in Indian Economy – Advantages and disadvantages of Direct and Indirect taxes 5 6 OECD classification: Progressive, Proportional and Regressive Taxes – Ad valorem and specific taxes 5 7 An overview of Direct and Indirect Taxes in India 2 8 Central. Coursework emphasizes statutory regulatory compliance, analytical evaluation, and structured problem-solving methodologies prescribed under Calicut University FYUGP regulations. Undergraduates develop competencies in contrasting theoretical perspectives, interpreting institutional practices, and addressing practical commercial scenarios evaluated in external university examinations.
Incidence of Taxation
Examines the foundational theoretical architecture and operational frameworks of Incidence of Taxation within Digital Marketing & Analytics. Key curricular components include 9 Impact and incidence - Meaning – types of Tax incidence- Factors determining extent of tax shifting 3 10 Taxation & efficiency - Excess burden of taxation-Distribution of Tax Burden 3 11 Tax evasion in India-Causes and consequences of tax evasion 2 12 Methods to curb tax evasion 2. Coursework emphasizes statutory regulatory compliance, analytical evaluation, and structured problem-solving methodologies prescribed under Calicut University FYUGP regulations. Undergraduates develop competencies in contrasting theoretical perspectives, interpreting institutional practices, and addressing practical commercial scenarios evaluated in external university examinations.
Double Taxation and Tax Duplication
Examines the foundational theoretical architecture and operational frameworks of Double Taxation and Tax Duplication within Digital Marketing & Analytics. Key curricular components include 13 International double taxation: Assignment rules of foreign income – Source Vs residence 2 14 methods to alleviate international tax duplication: Exemption – tax credit method - bilateral tax treaty – multilateral tax treaty 4 15 OECD Model & United Nations Model – Tax Convention 2 16 International tax avoidance and . Coursework emphasizes statutory regulatory compliance, analytical evaluation, and structured problem-solving methodologies prescribed under Calicut University FYUGP regulations. Undergraduates develop competencies in contrasting theoretical perspectives, interpreting institutional practices, and addressing practical commercial scenarios evaluated in external university examinations.
This open-ended module aims to provide students with the opportunity to
Examines the foundational theoretical architecture and operational frameworks of This open-ended module aims to provide students with the opportunity to within Digital Marketing & Analytics. Key curricular components include explore recent developments in the field of taxation. Conducting a comprehensive literature review on the chosen topic. 1.Equity and fairness in taxation 2. Applying taxation principles to real-world case studies related to the chosen topic. 3.Contemporary challenges in taxation or Emerging trends in tax policy. Coursework emphasizes statutory regulatory compliance, analytical evaluation, and structured problem-solving methodologies prescribed under Calicut University FYUGP regulations. Undergraduates develop competencies in contrasting theoretical perspectives, interpreting institutional practices, and addressing practical commercial scenarios evaluated in external university examinations.
Digital Marketing & Analytics Core Curriculum & Key Topics
- The digital marketing ecosystem: multi-channel touchpoints, performance marketing paradigms, and customer acquisition funnels
- Search Engine Optimization (SEO): technical SEO, site speed, mobile indexing, keyword mapping, and backlink authority building
- Paid Search Advertising (Google Ads): keyword match types, auction mechanics, Quality Score factors, and bidding strategies
- Social media performance advertising: meta pixel tracking, lookalike audiences, retargeting funnels, and creative A/B testing
- Conversion Rate Optimization (CRO): landing page design, conversion funnels, heatmaps, and A/B split testing methodologies
- Web analytics architectures: Google Analytics 4 (GA4), event-based tracking models, user engagement metrics, and session duration
- Attribution modeling: First-Click, Last-Click, Linear, Time-Decay, and Data-Driven Attribution models in multi-channel journeys
- Digital commercial KPIs: Customer Acquisition Cost (CAC), Customer Lifetime Value (LTV), Click-Through Rate (CTR), and ROAS
- Email marketing analytics: list segmentation, automated behavioral trigger funnels, open rates, and unsubscribe tracking
- Data privacy, advertising ethics, cookies phase-out, and regulatory compliance under India's DPDP Act 2023
Digital Marketing & Analytics Learning Outcomes
- Conduct technical and on-page SEO audits to optimize digital assets for search engine indexation.
- Formulate, execute, and optimize Google Ads search and display campaigns using Quality Score maximization.
- Design performance-driven social media advertising campaigns utilizing custom and lookalike audiences.
- Execute A/B split testing and conversion rate optimization audits on e-commerce landing pages.
- Evaluate digital campaign ROI utilizing multi-channel attribution models in Google Analytics 4.
- Calculate enterprise performance metrics (CAC, LTV, ROAS) to allocate corporate advertising budgets.
Calicut University Examination Scheme for Digital Marketing & Analytics
The evaluation framework for Digital Marketing & Analytics (COM6EJ311) under Calicut University FYUGP regulations combines Continuous Internal Evaluation (30 Marks) with the university End-Semester Examination (70 Marks) for a total of 100 Marks:
Objective and definitional questions assessing foundational terms, terminology, and core principles across all syllabus modules.
Paragraph-style conceptual questions requiring theoretical models, comparative explanations, and structured illustrative diagrams.
In-depth essay and workout problems requiring comprehensive synthesis, case study evaluation, or numerical problem-solving.
Digital Marketing & Analytics Exam Preparation Tips
Under Calicut University FYUGP regulations, the end-semester theory examination for Digital Marketing & Analytics (COM6EJ311) carries 70 Marks (2 or 2.5 hours duration) evaluated across three structured sections: Part A Conceptual Definitions (Short Answers): Prepare concise, textbook-precise definitions for core terminology, statutory clauses, and operational metrics. Write 2 to 3 focused sentences for each prompt and provide one clear illustrative example. Avoid conversational phrasing. Part B Analytical Paragraphs (Models & Typologies): Focus on structured comparative explanations, classification typologies, and step-by-step procedures. Structure responses with numbered subheadings, draw labeled diagrams where applicable, and construct comparative tables with explicit basis-of-distinction columns. Part C Comprehensive Essays & Workout Problems: Follow a formal five-part structure: (1) Conceptual Introduction & Scope, (2) Detailed Theoretical Exposition or Step-by-Step Numerical Computation, (3) Labeled Schematic Diagram or Accounting Ledger Accounts, (4) Statutory / Practical Industry Evaluation, and (5) Concluding Managerial Appraisal. Ensure all ledger balances or formula substitutions are neatly highlighted with double underlines.
Frequently Asked Questions - Digital Marketing & Analytics
How does the event-based data model in Google Analytics 4 (GA4) differ from legacy Universal Analytics?
Universal Analytics relied on a session-based model that grouped user interactions into sessions and pageviews. GA4 utilizes an event-based measurement model where every user touchpoint (pageview, button click, file download, scroll, video play, purchase) is tracked as an independent event with custom parameters, enabling cross-platform tracking across both websites and mobile apps.
What is Multi-Channel Attribution modeling and why does Last-Click attribution distort marketing insights?
Attribution models determine how credit for a conversion or sale is assigned to different touchpoints in the customer journey. Last-Click attribution assigns 100% of the credit to the final channel clicked before buying (often direct search or brand search), completely ignoring top-of-funnel channels (like social ads or content blogs) that originally generated the initial awareness and interest.
What is A/B Split Testing and how does it drive Conversion Rate Optimization (CRO)?
A/B split testing is an empirical experimentation process where two versions of a webpage (Version A - original, Version B - modified variant with a different headline, button color, or form length) are shown to randomized segments of live visitors simultaneously. Statistical analysis reveals which variant converts a significantly higher percentage of visitors into buyers.
What is the difference between Retargeting and Lookalike Audiences in performance advertising?
Retargeting serves tailored ads specifically to people who have already visited your website or engaged with your app but did not complete a purchase (recapturing warm leads). Lookalike Audiences use machine learning algorithms to identify new, cold prospective users whose demographic and behavioral traits closely match those of your existing high-value customers.
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