Digital Marketing

Course Curriculum

Term 1
Term 2
Term 3

1.1 Introduction to Digital Marketing

Scope and expectations from the course
Marketing in the digital world
Integrated marketing - The Phygital
Global trends in Digital Marketing
Digital channels - Paid, Owned and Earned
Fundamentals on the primary asset - your website
Careers in digital marketing
Skill development in digital marketing

1.2 Creation of Website, Microsite

What are websites, microsites and landing pages
Important things to consider before you set up website-domain and server
Content Management Systems and their roles
Understanding the structure and navigation of websites
Principles of good user experience and user interface
Creating great web copy
Setting up your WordPress site
WordPress plugins that you can use
Converting your WordPress site to an e-commerce site
Website do’s and don’ts

1.3 Fundamentals of Google Ads

Understanding Pay-per-click Advertisement
Significance and evolution of Google Ads in PPC
Bing Ads vs Google Ads- overview
Google Google Ads Certification Exam - Overview, Benefits and Preparation
Google Ad Networks
Different Ad Formats
Keywords - significance and planning
Using Keyword Planner and other tools
Keyword matches and their usage
Campaign Structure and Organisation
Quality, Rank and Relevance of Ads
Bidding and budget
Targeting Setting
Extensions and their usage
Ad policies and approvals
Metrics
Conversion Tracking
Campaign Optimisation

1.4 Search Advertising & Google Ads Tools (2 parts)

Keywords - planning, matching and combination
Specifications of an Ad and how to put it to good use
Managing Invalid Clicks
Ad extensions and usage
Dynamic search ads
Landing page - your virtual front
Campaign Experiment
Opportunities Tab
Google Ads APIs
Google Ads editor - Benefits and usage
Managing multiple accounts

2.1 Display Advertising using Google Ads

Google Display Network and Partnerships
Double Click Ad Exchange and AdSense
Campaign Creation and Structuring for display
Keyword and targeting through display network
Campaign Metrics, Analysis and optimization

2.2 Video Advertising using YouTube

YouTube - why you need to be there?
YouTube format, tools and targeting
Video Campaign Creation
Video Campaign tracking and optimization
Video Ad performance and best practices
You Tube Analytics

2.3 Advertising on mobile

Importance of Mobile and Opportunities to Leverage
Key Objectives for Mobile Marketing
Ad Formats and Networks for Mobile
Mobile Site: Key Considerations
Mobile App: Key Considerations
Mobile specific bidding and targeting
Apps Marketing
Mobile Analytics, Reporting and Optimization

2.4 Shopping Advertising with Google

Google Shopping and Merchant Centre
Setting up account in Merchant Centre - single and multi-client
Setting up and using Product Feed
Setting up and managing product campaigns
Tracking and optimization
How to make the best usage of Shopping Campaigns

2.5 Search Engine Optimisation (2 parts)

How search engines work
Search Results - types and significance
Different search queries and their significance
Understanding SEO and key factors determining the same
Components on SEO – onsite and off page.
Content driven SEO
Keyword Research and Planning
Using tools to get effective keywords
Long tail keywords – the hidden gems
Art and science of tags, schema and descriptions
Broken Links, Internal Links and Duplicate contents
Implementing Robot.txt, htaccess and Sitemap
Link building and its importance
Avoiding harmful links
Finding and leveraging link building opportunities
Creating a link building plan
Major google updates and their implications on SEO
Using Search Console for SEO.
Tools for SEO
Understanding nuances of local and international SEO
Accelerated Mobile Pages and SEO implications
KPIs of SEO
Artificial Intelligence, Voice search and future of SEO
Planning for SEO

3.1 Social Media Marketing (2 parts)

Evolution of social media
What social media can do for you
Different social media platforms
Unwritten rules of Social Media Marketing
Facebook for business
Using of Facebook tabs and apps
Using of Facebook groups and events
Facebook page Insights
Creating and running Facebook ads
Targeting – the structured approach
Instagram for business
Instagram strategies
Introduction to Twitter and its terminologies
Creating a good Twitter profile
Building followers on Twitter
Twitter as an influencer marketing tool
Twitter Ads
Twitter Analytics
LinkedIn for Business
Profile, Pages and Pulse in LinkedIn
B2B marketing using Linked In
LinkedIn Ads and Analytics
Introduction to Pinterest for Business
Pinterest strategies
Using Snapchat - New kid on the block
Social media tools for automation
Social Media Analytics
Creating social media calendar
Online Reputation Management

3.2 Web Analytics

Introduction to web analytics
Importance of web analytics
How web analytics work
Analytics Framework
Goals, Objectives and KPIs
Contextualizing of Data
Segmentation of Data
Making analytics actionable
Attribution Modelling
Campaign tracking through URL
Different types of web analytics and the respective tools
A/B testing and ‘test and learn’ approach

3.3 Google Analytics

How Google Analytics work
Dimensions, metrics and other common terminologies
Setting up Google analytics
Creating and customizing reports and dashboards
Audience Analysis
Acquisition, Behavior and Conversion- understanding the data across the funnel
Channel Analysis- Source and Medium
Goal setting and conversion tracking
Content Performance
Analytics User flow
Leveraging real time analytics
Content Experiment through Optimise
Linking and using Search Console and Google Ads with Google Analytics
Introduction to Google Data Studio

3.4 Content driven Inbound Marketing

Importance of Content Marketing and Inbound Marketing is Modern Marketing
Principles of Inbound Marketing Content
Marketing impact on SEO, Social Media and PPC Marketing

Course Curriculum

Term 1
Term 2
Term 3

1.1 Introduction to Web Analytics

Need for Website Analytics
Important parameters to track
Introduction to Cookies for data collection

1.2 Overview of Google Analytics

What is Google Analytics
The account structure
Main features and limitations of GA
Metrics & Dimensions

1.3 Deep Dive into Google Analytics Platform

How data is collected
How Data is Configured and Processed
How Reports are generated

2.1 Things to do before implementing GA

Define your business objectives
Create a measurement plan

2.2 Implementing Google Analytics on your site

Setting up GA account
Setting up Property and Views
Installing Tracking Code on your site
Setting up Goals
Setting up filters
Integrating with AdWords and Google Webmaster Tool
Setting up and Measuring campaigns using URL builder

2.3 Reporting Interface

Using the Reporting Interface

3.1 Using Google Analytics Reports

Audience reports
Acquisition reports
Behaviour reports
Conversions
Creating Custom reports
Intelligence Events
Real Time Reports

3.2 E-commerce Analytics

Setting up e-commerce tracking
Understanding customer behaviour on your site
Analysing shopping behaviour on the site

3.3 Google Tag Manager

Introduction to Google Tag Manager
Setting up Google Tag Manager
Collecting data using Tag Manager
Using tags for remarketing

3.4 Google Analytics for Mobile Apps

Introduction to mobile app analytics
Measuring user acquisition
Measuring user behaviour
Optimizing app usage and revenue

Course Curriculum

Term 1
Term 2
Term 3

1.1 Navigating the Vast Galaxy of Social Media Marketing

Engagement Trumps Promotion in SMM
Being Social - The Secret to SMM Success
Mind Over Matter - Positioning the Brand
Community Behaviour Drives SMM Campaigns
Building ROI Using SMM
Clear Goals Lead to Brand Leadership
Building the SMM Experience
Staying on Radar with SMM Tools
11 Tactics for Successful SMM Campaigns

1.2 Brand Strategy and SMM

The Game of SMM Strategy
The Best Players for SMM Strategy
Win Brand ROI Using SMM
Winning the SMM Strategic Game
Invest in SMM Strategy
Measuring SMM Success
7 Tips for Better SMM Strategy

1.3 The Art of SMM Storytelling

Planning Content to Tell the Story
The Essentials of SMM Storytelling
Crafting the Brand’s Story
The Brand and its Characters
SMM and the Brand’s Voice
Communicating the Brand Story
Another Day. Another Story.
5 Secrets to Building Great Stories

1.4 Facebook and the Brand

The World of the Newsfeed
Getting Communities to ‘Like’ You
Using Facebook for Brand Building
Facebook and the Art of Engagement
The Rules for Facebook Marketing
Promotional Content for Engagement

2.1 Tweeting for Successful SMM Management

Making a Unique Impression on Twitter
Building Twittastic Content
Hashtags and the Conversation Highway
Increasing "Twaffic" to the Brand
Engaging Tweeple to Build Following
Be a Tweetheart and Promote
Campaigning with the Tweets
The Little Birdie on the Marketing Branch

2.2 Building Business with LinkedIn

The Art of Networking
Connecting People
Success Through Human Intelligence
Leading the Community
Testimonials - The Essence of Business
Exclusivity Creates Excellence
Writing the Brands Tales
The Importance of Building Effective Links

2.3 Making Brands Pinteresting

Pintegrating with SMM
Making Content Pintuitive
Building Pinterest Boards
Create Brand Presence Using Pinterest
Making Boards Pinteresting
Creating Sharable Pins
Pintellectual Websites
Strategies for Community Engagement
Measuring Response using Pinterest

2.4 Insta Gratification and Instagram

SMM Through Instagram Lens
Creating Followers for the Instagram Story
Tips for Engaging with Instagram Followers
The Art of Instagram Storytelling
Building Style on Instagram
Using Hashtags to Build Communities
Capturing Instagram Moments and Attention

2.5 Working Snapchat into SMM

Snapping the SMM Community
Snaps that Connect
Snapchat and the Brand Story
Snapchatting your Way to SMM Success
Creating Publicity Using Snapchat
Tips for Best Snapchat Practices
Working with Snapfluencers
Understanding Snapalytics

2.6 SMM and Email Campaigns

The Critical Role of Email in SMM
Planning the Email Campaign
Top Tips for Email Marketing
Strengthening Recipient Relationships using Email
Creating the Email Campaign
The Joint Power of Email and SMM
Test for Best Campaigns
Measuring Response and Engagement

2.7 Blog the SMM Way

Winning Hearts through Blogs
Crafting the Blog Plot
Features Drive Blog Content
Penning the Blog Tale
Generating Data using Blogs
Tips for Best Blog Practices
Moving the Blog Story Forward

2.8 SMM and the YouTube Story

The World of Visual Engagement
Producing Great YouTube Content
Lights, Camera, YouTube
YouTube and the SMM Pipeline
The Brand Story and YouTube
Describing the YouTube Story
Building your Dream YouTube Channel
YouTube and Best SMM Practices

2.9 PR and the SMM Story

The PR Image and SMM
SMM and the PR Story
Spinning PR Tales on SMM
PR and SMM Engagement
Using PR to Build Online Reputation
SMM PR and Community Management
Community Causes, PR and SMM
Integrating SMM and the PR Story

2.10 Driving SMM Motion using Promotion

Creating SMM Campaigns
Driving Business Strategy with SMM
SMM Goals and Promotion
Promotion Tips for Targeting Audiences
Measuring SMM Campaigns
SMM and the Response Mechanism
Building Flexible Promotions

2.11 The SMM Analytical Framework

Analysing SMM Activities
Learning to Juggle SMM Campaigns
Building Brand Leadership Through SMM Intelligence
Analysing Engagement for Better SMM Strategy
Bring all SMM Activities Together

3.1 Case Studies

Bringing Medicines to the Community
Taking Care of Business
Growing with the Community
High Growth for High Fashion
The Quest for Great Reputation

3.2 Demos

Facebook Page Creation
Facebook Ad Creation
Facebook Analytics
LinkedIn Page Creation
LinkedIn Ad Creation
Twitter Ad Creation
Twitter Analytics
MailChimp Email Campaign
MailChimp Analytics
HootSuite
Klout
Cyfe Profile Creation
Cyfe Dashboard
YouTube Subtitles

Course Curriculum

Term 1
Term 2
Term 3

1.1 Introduction: Why is Mobile Marketing (MM) critical for success

The Indian Mobile Movement
Usage of Mobile, its unique strengths
Mobile Media consumption

1.2 Leveraging key Mobile Display Marketing Tools (Part 1)

Opportunities in mobile marketing
What is display advertising
Display advertising ecosystem
Display Advertising Cost
Measure of success rich media
Measure of success videos
Creative best practices for display ads on mobile

1.3 Leveraging key Mobile Marketing Tools (Part 2)

Introduction to Mobile Ads on Google Network
Overview of Mobile Ads on
Google Adwords Google Display Network for Mobile Apps
Ad Extensions for Mobile Apps
Mobile Social

1.4 Integrating Real World & Mobile

Introduction: Integrating Real World & Mobile
QR Code Promotion
Augmented Reality
Missed Call Format
IVRS in Cloud
SMS Marketing
SMS measure of success
Hotspot Marketing: Bluetooth (BLE), NFC

2.1 Usability & Building Your Mobile Presence

Importance and relevance of mobile presence
What is the User Interface?
What is the User Experience?
Why is Mobile web presence critical for success
Mobile Web UI: Best Practices
Mobile Web Analytics
Mobile Search Optimization
Ecosystem Overview: Mobile Apps: Native versus Hybrid versus Mobile Web
Mobile Apps: UI / UX Frameworks
Mobile App: Best Practices

2.2 App Marketing: Organic Downloads

Building your App Store Presence
Alternative App Stores
Why is ASO important
App Store Optimization (ASO)
Application of ASO

2.3 App Marketing: Building Engagement and Metric

App Metric that matter
Calculating Estimated Cost per Install (eCPI) and other media buying metric
Set up Analytics for Mobile App
Create app engagement through push notifications
Create app engagement through in-app advertising
Improve Ratings & Reviews
Leveraging Press & Blogs
Need for independent App Install Tracking
App Deeplinking
App Indexing
Profiling Mobile App Users

3.1 App Marketing Paid Media - Part 2

Channels for Driving Mobile App downloads
Facebook mobile ad installs
Best Practices App Install Creatives
Optimizing App Install Campaigns
Managing Placement Ads for Mobile
Bidding Strategy for Mobile App Installs
Setting conversion tracking
Setting conversion tracking
Tracking Mobile App Conversions

3.2 App Monetization

Overview of App Business Models
Approaches to Monetize Apps
Advertising based Monetization
Freemium models with In-App Purchases( IAP)
Subscription-based Services
Finding the Right Ad Monetization strategy

3.3 Trends in Mobile Advertising

Trends in Mobile Advertising

Course Curriculum

Term 1
Term 2
Term 3

1.1 Introduction: What is affiliate marketing?

What is affiliate marketing?
How affiliate marketing works?
Which companies are offering affiliate marketing?

1.2 How to start with affiliate marketing?

How to set up payment collection system?
Different types of payment models

1.3 Popular Affiliate Marketing jargons

Popular terms used in affiliate marketing
What is EPC?
What is CPC?
What is a conversion rate?

1.4 The requirements for affiliate marketing

How to buy domain name and hosting?
What is WordPress?
What is e-mail Auto Responder?

2.1 How to plan your blog?

What is a niche and micro niche?
How to do niche research?
Find the right affiliate offer
What is the key to success?

2.2 Affiliate marketing – Kickstart

How to do keyword research?
Choose the domain name
How to create the blog?
How to do content research?
How to write content?

2.3 Google AdSense

Understand the working of Google AdSense
Differentiate between Affiliate Marketing and Google AdSense
Important tips for opening an account on Google AdSense

3.1 Sales funnel

Understand how people use the internet
Define stages of the sales funnel
How to set up the funnel?
What are PLR products?
Popular PLR Sites
Different approaches to Monetize Blogs

3.2 Web promotion methods

Understand how to use Facebook
Know how to use Twitter to brand your blog
Learn how to use YouTube to boost your credibility
Describe how to get followers and boost engagement

3.3 Advance Website Promotion Methods

Understand how to use the podcast
Learn how to use guest blogging
Understand how to use Facebook Ads
Understand how to use Google AdWords

Course Curriculum

Term 1
Term 2
Term 3

1.1 Overview of UI/UX

Trailer
Introduction to the course
What are UI & UX?
Starting from HCI (Human-Computer Interaction)
Mapping UX & UI trends
Examples of great UI & UX
Studying usability principles
Understanding the UX workflow
Conducting a usability audit

1.2 User Research

User research overview
What are insights?
Techniques to find insights
Creating personas in UX
Creating user stories
Adding detail with user scenarios
Documenting user research through observation diaries

1.3 Planning and Assessment

Competitive analysis
Creating concept maps to plan features
How to choose a platform?

1.4 Visual Design

Basics of visual design
Moodboards as a design tool
Visual Design Principles

2.1 Identity Design

Basics of branding
What you need to know about logo design
Create your own brand and logo

2.2 Information Architecture

The importance of information architecture
Constructing Taskflows
Understand how to use UI components
Study the most popular navigation patterns in digital devices
The importance of prototyping
Understand prototyping techniques
Paper prototyping in action
Importance of wireframes
Creating wireframes
Run your first Usability Test

2.3 Interaction Design

Study the best of Interaction Design with the new Uber app
Learn the best onboarding practices
Create your application’s new user onboarding flow

2.4 Prototyping

Understanding high fidelity prototyping
How to create Invision prototypes?
Create your own click-through prototype

3.1 Demo

How to create a demo/product pitch?
Create your own demo

3.2 Career Prep

Create a compelling portfolio and resume
Get feedback from mentors
Get ready for a career in UX

3.3 Case Studies

Visual Language of Airbnb
Interaction Design of Uber

3.4 Exercises

Trendspotting
App Scorer
Observation Diaries
Create UX Personas
Create User Stories
Create User Scenarios
Competitor Analysis
Create a Concept Map
Create a Moodboard
Brand It: Create Your Brand Name
Create Your Logo
Brand Identity Canvas
Create Taskflows
Paper Prototype and Usability Testing
Create Wireframes
User Insights
Create a Demo
Developer Documentation and Style Guide