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
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
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
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
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
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
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
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
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
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
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
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
Importance of Content Marketing and Inbound Marketing is Modern Marketing
Principles of Inbound Marketing Content
Marketing impact on SEO, Social Media and PPC Marketing
Need for Website Analytics
Important parameters to track
Introduction to Cookies for data collection
What is Google Analytics
The account structure
Main features and limitations of GA
Metrics & Dimensions
How data is collected
How Data is Configured and Processed
How Reports are generated
Define your business objectives
Create a measurement plan
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
Using the Reporting Interface
Audience reports
Acquisition reports
Behaviour reports
Conversions
Creating Custom reports
Intelligence Events
Real Time Reports
Setting up e-commerce tracking
Understanding customer behaviour on your site
Analysing shopping behaviour on the site
Introduction to Google Tag Manager
Setting up Google Tag Manager
Collecting data using Tag Manager
Using tags for remarketing
Introduction to mobile app analytics
Measuring user acquisition
Measuring user behaviour
Optimizing app usage and revenue
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Bringing Medicines to the Community
Taking Care of Business
Growing with the Community
High Growth for High Fashion
The Quest for Great Reputation
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
The Indian Mobile Movement
Usage of Mobile, its unique strengths
Mobile Media consumption
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
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
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
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
Building your App Store Presence
Alternative App Stores
Why is ASO important
App Store Optimization (ASO)
Application of ASO
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
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
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
Trends in Mobile Advertising
What is affiliate marketing?
How affiliate marketing works?
Which companies are offering affiliate marketing?
How to set up payment collection system?
Different types of payment models
Popular terms used in affiliate marketing
What is EPC?
What is CPC?
What is a conversion rate?
How to buy domain name and hosting?
What is WordPress?
What is e-mail Auto Responder?
What is a niche and micro niche?
How to do niche research?
Find the right affiliate offer
What is the key to success?
How to do keyword research?
Choose the domain name
How to create the blog?
How to do content research?
How to write content?
Understand the working of Google AdSense
Differentiate between Affiliate Marketing and Google AdSense
Important tips for opening an account on Google AdSense
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
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
Understand how to use the podcast
Learn how to use guest blogging
Understand how to use Facebook Ads
Understand how to use Google AdWords
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
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
Competitive analysis
Creating concept maps to plan features
How to choose a platform?
Basics of visual design
Moodboards as a design tool
Visual Design Principles
Basics of branding
What you need to know about logo design
Create your own brand and logo
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
Study the best of Interaction Design with the new Uber app
Learn the best onboarding practices
Create your application’s new user onboarding flow
Understanding high fidelity prototyping
How to create Invision prototypes?
Create your own click-through prototype
How to create a demo/product pitch?
Create your own demo
Create a compelling portfolio and resume
Get feedback from mentors
Get ready for a career in UX
Visual Language of Airbnb
Interaction Design of Uber
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
Home > Master Certifications > Digital Marketing
The world has gone digital and the need for qualified Digital Marketing Professionals is on the rise. With over 150,000 jobs to be available by 2020, the Digital Marketing learning path will help you to bridge the skill gap and make yourself a proficient marketing professional.
