Certification Program in Digital Marketing

Duration | 90 hours

This course is designed by practising managers and subject matter experts. It aims at covering the essential marketing and advertising concepts, revisit the fundamental statistical tools for analysis and prediction along with in-depth knowledge of online marketing and analytical tools.

This course is designed for practical learning, therefore, most concepts will be linked with hands-on training, where students will be expected to work with marketing datasets, dummy display ads, virtual website optimisation, SEO based on instructions in lectures and class discussions.

The live experience of analysing responses with analytical software, the launching of dummy display ads, creating optimisation of website through Google Adwords are some of the key features of the programme. At the end of this course, the participants will understand various channels and activities essential to plan to implement and manage an effective digital marketing strategy for their businesses. The course will equip them for various online marketing certificates like Google ad words, Facebook, Google Analytics (GA).

Prerequisites

There are no such prerequisites for digital marketing in terms of educational qualification. But, according to us, a BBA degree will be the right choice. A BBA course will help you become aware of basic marketing concepts. This knowledge can help you grasp concepts related to digital marketing.

Course Objectives

Digital Marketing Course is an initiative designed to educate students and practitioners in the area of Digital Marketing analytics and make them ready for jobs or prepare them to launch a campaign for their organisations.

Things you will learn

We help our students at every stage, from the start of a course to the actual skill-building technique. Our curriculum covers the following.

Marketing and Its Business Importance

  • Structure
  • Objective
  • Begin with a plan
  • The digital marketing framework
  • What does customer journey mean?
  • Organizing your marketing plan to market your business
  • Case Study: Model 3, Tesla
  • What: The mass appeal
  • Who: The middle-class millennial
  • When: Customers are partners
  • Why: Smart objectives
  • How: Tesla “makes its own rules” strategy
  • What is a customer journey map?

Content Marketing

  • Structure
  • Objective
  • What is content?
  • Elements of content
  • Content marketing
  • Content purposes
  • The content plans
  • Plan
  • Create
  • Distribute
  • Analyze
  • Direct content
  • Steps to implement your content strategy
  • Decide what content to create
  • Execute plan and measure
  • Create content
  • Content for blog
  • Channels to do direct marketing actions
  • Content audit

Content Marketing

  • SEO audit
  • Where do I start the content audit?
  • Tell a story
  • Making business a story
  • An example of storytelling: the Lego story
  • Storytelling and content marketing are not the same
  • A story can be content, and vice versa
  • Write stories
  • Curate content
  • Promote and distribute your content
  • SEO tips
  • The website
  • Structure of the website
  • Content pages
  • Steps to successfully define your content strategy
  • What is content strategy?
  • Key points to convey the value proposition of a company
  • Tips for creating good SEO content
  • How to optimize the audio-visual part of the content?
  • Optimizing videos
  • Measure the content
  • Match your marketing goals with content measurement
  • Do not limit yourself to creating content! Do “content campaigns”!
  • Generate engagement, the basis of your strategy
  • Have the hand tools died?
  • Platforms of social relations, your spine

Use Social Media for Your Business

  • Structure
  • Objective
  • Social media landscape
  • What is social media
  • Post
  • Talking
  • The process
  • Why social media matters
  • Social media channels
  • Channel overview
  • Facebook
  • Description
  • Profile and cover photos
  • Call to action
  • Username
  • How to create a post
  • Content plan for social media
  • Facebook content
  • Post content that interests your customers
  • Post a variety of content
  • End every post with a question
  • Don’t post too frequently
  • Allow fans to write on your wall
  • Don’t share Twitter posts on your
  • Facebook page
  • Use contests, but in moderation
  • Get creative with the contests
  • Measurement – Analysis –
  • Optimization
  • Brand recognition
  • Generate traffic
  • Generate leads
  • Convert buyers
  • Retention and repurchase
  • Calculation of return on investment (ROI)
  • Conversions
  • Web traffic
  • Scope
  • Keys to measure the performance of social networks
  • Know what they are
  • Knowing what they are not
  • How to build KPIs in social networks
  • Facebook metrics
  • Reach or number of followers and fans
  • Facebook Insights
  • Twitter analytics
  • Engagement or number of active followers
  • Number of shares
    Comments
  • Mentions
  • Type of content
  • Social traffic
  • Conclusion
  • Common questions about social media marketing
  • What is social media marketing?
  • How can we measure our social media actions?
  • How do we develop a social media plan?
  • How can we integrate the management of
    social media in a company?

Use Social Media for Your Business

  • Try selecting a monthly topic
  • How to improve the metric of your fan page
  • Avoid being overly promotional
  • Customize your Page Tabs
  • Adding Tabs+
  • Adding an app to a page
  • Share content on Facebook using JavaScript
  • SDK without opening a popup
  • With URL redirects
  • Integrating with Facebook APIs
  • Incorporate live video in your campaigns
  • Going live with Facebook
  • Editorial calendar
  • Implement and monitor campaigns
  • Social media campaign with clear and well-defined objectives
  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-based
  • Development of the strategy
  • Type of pubic to address
  • Most appropriate social network
  • Measuring impact
  • What characteristics should a marketing KPI have?
  • Measurement – Analysis –
  • Optimization
  • Brand recognition
  • Generate traffic
  • Generate leads
  • Convert buyers
  • Retention and repurchase
  • Calculation of return on investment (ROI)
  • Conversions
  • Web traffic
  • Scope
  • Keys to measure the performance of social networks
  • Know what they are
  • Knowing what they are not
  • How to build KPIs in social networks
  • Facebook metrics
  • Reach or number of followers and fans
  • Facebook Insights
  • Twitter analytics
  • Engagement or number of active followers
  • Number of shares
    Comments
  • Mentions
  • Type of content
  • Social traffic
  • Conclusion
  • Common questions about social media marketing
  • What is social media marketing?
  • How can we measure our social media actions?
  • How do we develop a social media plan?
  • How can we integrate the management of
    social media in a company?

Social Ads – Make People Think and Talk

  • Structure
  • Objective
  • Introduction to social media advertising
  • Components that make ads work
  • Choose the appropriate social network for your business
  • Making display ads meet your goals
  • Key learnings
  • Retargeting
  • Differences between search and display
  • Key learnings
  • Networks
  • Facebook Ads
  • Ad placement
  • Right column ad
  • Marketing on Instagram
  • Audience Network placement
  • Create and manage your ads on Facebook
  • One place, many paths
  • Before creating ads
  • Ad sets
  • Run your campaign on Facebook
  • Create a campaign
  • Create an optional split test
  • Specify delivery at the ad set level
  • Choose your ad’s format and ad creative
  • Save to draft
  • Returning to edit
  • Best practices and practical considerations
  • Run your campaign on Facebook
  • Setting up your Facebook ad campaign
  • Accessing Facebook Manager
  • Notification settings
  • Build your campaign on Facebook
  • Get started
  • Set up ad set
  • Ad set
  • Budget and schedule
  • Create new ad
  • Page and links
  • Order review

SEO for Beginners

  • Structure
  • Objective
  • Search Engine Optimization
  • Relevance
  • Authority and SEO
  • What is the origin of SEO?
  • Why is SEO or web positioning important?
  • Search process
  • How to plan and execute an SEO strategy?
  • What is a keyword?
  • How to find keywords for SEO?
  • Wikipedia
  • Google Trends
  • Google Keyword Planner
  • Study of keywords with SEMrush
  • Recommendations
  • Respond to the public
  • SEO Hero
  • How to choose keywords for SEO?
  • Useful (paid) tools for keyword research
  • Analysis of the Google results page for the main keyword
  • Analysis of keywords in Wikipedia
  • Analyze keyword trends in Google
  • Trends
  • Step 3: Analysis of competitors
    Content

Legendary SEO

  • How to do a legendary onsite SEO analysis?
  • Accessibility
  • Robots.txt file
  • Meta tags robots
  • Web architecture
  • Flash or JavaScript navigation
  • Speed of the web
  • Indexability
  • Relevant pages
  • Brand search
  • Did Google penalize you?
  • Identify the cause
  • Onsite positioning factors
    URLs
  • The content
  • Duplicate content
  • How to do SEO tracking?
  • Elements for the SEO and SEM tracking report
  • Positioning
  • Linkbuilding
  • Traffic
  • Keywords
  • How to analyze organic web traffic?
  • How Google Analytics helps SEO?
  • SEO elements on page
  • SEO elements off page
  • How to analyze the SEO of all the pages?
  • Qualitative reports in Google Analytics
  • Visit report Google Analytics SEO
    Search optimization report Google analytics SEO
  • How to do SEO with Google Analytics?
  • Landing: The future of reporting SEO

Paid Advertising–Position Your Brand in the Market

  • Introduction
  • Structure
  • Objectives 136
  • Introduction to SEM
  • What is SEM?
  • What is the purpose of search engine marketing?
  • Choose keywords in Google
  • How to find the perfect keywords and reach your audience?
  • How to measure these factors?
  • Statistics
  • The percentage of impression
  • The average position
  • Higher ranking percentage
  • Shopping campaigns reports
  • Filters
  • Text Ads
  • The parts of a text ad
  • Tips to improve the landing page experience
  • Google Ad Rank and the cost-per-click of campaigns
  • How Google AdWords works – Column quality level?
  • Ad rank and actual cost per click
  • Google AdWords Actual cost per click formula
  • Create ad text that appeals to users across devices
  • Setting up a lead campaign in Google AdWords
  • How to fix a problem with creating or signing in to a Google Account?
  • Set up billing and start advertising

Paid Advertising–Position Your Brand in the Market

  • What could go wrong when you choose automatic payments?
  • Decide how much to spend
  • How to know how much to bid for each keyword?
  • Recommended monthly investment
  • How long do I have to invest?
  • Choose an audience
  • Use a call-to-action
  • Write creative and compelling ads
  • Making use of the ad extensions
  • Call extensions
  • Site link extensions
  • Making use of the ad extensions
  • Instructions
  • How Google Ads billing works
  • Difference between expense and payment
  • Google invoice
  • Payment methods
  • Create ads
  • Steps to create an ad campaign in AdWords
  • Google ads metrics and keyword optimization
  • How to measure campaigns and understand results?
  • Select your objectives
  • Understanding Google ads and statistics
  • Bounce rate
  • Where do they come from?
  • Return on investment
  • Measure traffic to your website
  • Measuring brand awareness

Display Advertising to Target your Audience

  • Structure
  • Objectives
  • How display ads work
  • What is a CMS?
  • What types of CMS are available?
  • Cross-channel integration
  • Applying logic to a CMS
  • Customer at the center
  • What is an ad server?
  • What is its role?
  • How do first-party and third-party ad servers work
  • First-party ad servers
  • Third-party ad servers
  • How does an ad server processes data (information)?
  • Cookies
  • Functions
  • Targeted digital marketing
  • Not everybody likes cookies
  • Display advertising formats
  • Most relevant metrics for online campaigns
  • What is direct response marketing?
  • How do you realize that you are facing some direct response action?
  • What is branding?
  • What are the benefits of branding?
  • Conversions
  • Rate of conversions
  • Conversion cost
  • Clicks
  • Click through rate (CTR)
  • Total cost
  • Pricing models for display advertising

Display Advertising to Target your Audience

  • Performance-based pricing
  • Impression-based pricing
  • Mobile ads: The revolution becomes the standard
  • Problems with current display ads
  • Adblockers: An opportunity for native advertising
  • Viewability
  • Creating a first campaign in Google AdWords
  • Different display advertising sales models
  • Direct (premium) advertising
  • Ad networks
  • Ad exchanges
  • Run a display advertising campaign
  • Direct sale/Premium display advertising
  • Buying through an ad network
  • Buying through an ad exchange
  • Guide on ads, banners, and display campaigns in Google Ads
  • What is the Google Display Network for?
  • Display and CTR campaigns
  • Guide to create display campaigns
  • Select the correct bid for the campaign
  • Types of segmentation (Display orientations)
  • Steps to create remarketing campaigns in display advertising
  • Handle the display planner well
  • Budget and profitability in Display Network
  • Display ad formats
  • Tips for designing effective banners
  • Important reports
  • How to optimize ads and campaigns of Display Network
  • What is publicity
  • Advertising format for performance marketing
  • What is video marketing? What are the trends and benefits in social networks?
  • Choose a video campaign subtype
  • Set up a budget
  • Networks
  • Language, location, and date
  • Why can some ads be skipped and others not?
  • Advanced settings: Limitation, programming, and exclusions
  • Selecting campaign in Google Ads

Create a Campaign in Digital Marketing

  • Structure
  • Objective
  • Email marketing
  • How to attract subscribers?
  • Contact forms
  • What fields should your contact form have?
  • Objective
  • Explain what the company will do with the information
  • What to do to avoid turning your email campaign into spam?
  • What is spam?
  • What international standard can we use as a reference?
  • Recommendations and good practices
  • What is unsolicited mail (SPAM)?
  • Permission to send emails (opt-in subscriptions)
  • What is the opt or unsubscribe
  • MailChimp
  • How do I create an account in MailChimp?
  • Configure MailChimp forms
  • First steps
  • Basic form
  • Subscription process
  • Insert form on the web
  • Create an email campaign
  • Objectives
  • Remember
  • Email body
  • Elements of an email
  • Pre-header
  • Header
  • Links and social
  • Footer
  • Call to action

Advance your Campaign

  • How to write an email copy
  • Define your goals for an email
  • Call to action
  • Focused on client
  • Keep it brief and simple
  • The long emails that touch
  • Union emails must convey important information
  • Visual design
  • What is a responsive email design and why is it so important?
  • Action buttons
  • Above the fold
  • Size and shape also matter
  • High-quality images
  • Create an email plan
  • How to create an email marketing campaign with MailChimp
  • Create and add tags
  • See tags
  • See common tags that have contacts
  • Build an email calendar schedule
  • Automate your campaigns with
  • MailChimp
  • What is ‘Automation’ from MailChimp?
  • Types of automation
  • Advantages of using ‘Automation’
  • Transactional emails
  • What is a transactional email?
  • Private recipients
  • Attached files
  • Removal links
  • Shipping time
  • Why you should send transactional emails
  • Running targeted Facebook campaigns using MailChimp
  • What is bounce?
  • Types of Bounce
  • Soft rebound or soft bounce rate

Excel your efforts

  • Targeted target emails
  • Advantages of this type of marketing emails
  • Type of bounces
  • Doppler bounces
  • Email marketing metrics
  • Opening rate
  • Click rate
  • Opening click rate
  • Conversion rate
  • Rebound rate
  • Bounce rate
  • Low rate
  • Reports
  • Segmentation criteria for email marketing campaigns
  • Segmentation according to demographic data
  • Technical and technological aspects
  • Statistical report – MailChimp
  • The difference between counting visits and having conversions
  • Ways to set goals in Analytics
  • The problem of MailChimp
  • How to configure MailChimp with Analytics for conversion goals?
  • Configuring MailChimp to send data to Analytics
  • Set up a page goal in Google Analytics
  • Redirect it to your website
  • Market an email campaign
  • MailChimp metrics to improve your email marketing strategy
  • Rates of openings and clicks
  • Bounce rate
  • Hard Bounces
  • Soft Bounces
  • How to measure the conversion rate in email marketing
  • CTR (Click Through Rate)
  • Fill out a form
  • Downloads
  • Coupons or discount vouchers
  • Buy
  • Subscription to the blog
  • How to measure the conversion rate in email marketing
  • Parameter URL
  • Landing page
  • Promotional code
  • How to know what percentage of conversion is correct?
  • Analyze the metrics
  • Capture of potential clients
  • Conversion of clients
  • Retention of your active clients
  • Recovery of inactive clients
  • Abstracts by emails
  • Targeted target emails
  • Sponsored emails
  • Opportunity care email

Learn What People Do

  • Structure
  • Objectives
  • Access Google Analytics
  • Demographics and interest information
  • Introduction to Google Analytics APIs
  • Do you want to know what an API is?
  • The Google Analytics APIs
  • Data collection
  • Configuration
  • Reports
  • Next steps
  • Installing the Google Analytics tracking ID
  • Install ID tracking analytics
  • How to install the tracking code in an HTML web
  • How to add Google Analytics in my Android application?
  • Principles in Google Analytics
  • What is Google Analytics?
  • Navigation bar
  • Google Analytics Navigation Bar
  • New versusreturning visitors
  • What is advanced segmentation in Google
  • Analytics
  • What are the segments used for in analytics?
  • Visualization of segments in Google Analytics
  • Measure and optimize
  • How to measure brand awareness using Google Analytics?
  • Branded search referral volume
  • Organic search traffic
  • Interest – Measure the impact of your social networks with Google Analytics
  • First step – Identify your SMART goals
  • Next: include a tracking code on your websites
  • Adjusting your strategy based on your data
  • What to do with in-market audiences (audiences with purchase intent)?
  • Total visits
  • New visits
  • Frequency and recency of website visits
  • Ways to measure customer engagement in Google Analytics
  • How to check the flow of behavior in Google Analytics?
  • Behavior flow report data
  • Flow of visitors
  • Google Analytics – Visitor flow
  • Google Analytics – Visitor flow: Details
  • Google Analytics – Goal flow
  • Acquisition overview in Google Analytics
    Channel
  • How Google Analytics traffic is attributed to the acquisition channels?
  • HTTP protocol change
  • Absence of tracking codes
  • Redirects or page loads with JavaScript
  • Links in documents and applications
  • Direct traffic trend
  • What is direct traffic for Google Analytics?
  • What to do to avoid dark traffic?
  • Where to see the links tagged in Google Analytics?

Dive Deeper in Google Analytics

  • Default Google Analytics channels
  • Search Console report
  • Social report
  • Understand behavior
  • Metric definitions
  • Bounce rate and landing pages
  • How to track page views with Google Analytics?
  • How to get your tracking ID
  • How to add a domain name?
  • How to check the flow of behavior in Google Analytics?
  • Definitions in Google Analytics
  • Conversion
  • Goal
  • Goal completions
  • Goal value
  • Goal conversion rate
  • Total abandonment rate
  • Smart goals
  • Setting up goals
  • Goal conversion reporting
  • Overview
  • Target URL
  • Inverted goal route
  • Viewing the objectives report and the conversion funnel
  • Google Analytics – Measurement of objectives
  • Micro macro goals
  • Evaluate the conversion rates
  • Goal flow report
  • Report flow objectives
  • Shopping and checkout behavior reports
  • Analysis of purchasing behavior
  • Analysis of marketing actions
  • Shopping behavior report
  • Shopping behavior analysis report
  • Checkout behavior report
  • Analysis of the Google conversions report
  • Conversions
  • Electronic commerce
  • Multi-channel funnels
  • How are multi-channel funnels reports generated?
  • Report overview and assisted conversion
  • Multi-channel funnels – Overview
  • Multi-channel-Conversions-Assisted
  • Major conversion path report
  • Report time lapse
  • Multichannel-time lapse
  • Conversion path funnel

We’re here to answer any questions you might have!

We look forward to hearing from you