Course Overview:

This comprehensive curriculum provides the necessary foundation for mastering digital marketing. Through a combination of theory, practical applications, and hands-on projects, students will gain the skills needed to build, execute, and measure digital marketing strategies across multiple channels.

Module 1: Introduction to Digital Marketing

• What is Digital Marketing?
  • Definition and importance in today’s business world.
  • Traditional vs. Digital marketing.
  • Key digital marketing channels and their roles.
• The Digital Marketing Funnel
  • Awareness, Consideration, and Decision stages.
  • Conversions and customer loyalty.
• Setting SMART Goals for Digital Marketing
  • Specific, Measurable, Achievable, Relevant, Time-bound goals.

Module 2: Digital Marketing Strategies and Trends

• Creating a Digital Marketing Strategy
  • Setting goals, defining target audience, and budgeting.
  • Integrating different marketing channels.
• Emerging Trends in Digital Marketing
  • AI in digital marketing.
  • Voice search optimization and visual search.
  • The rise of video content, AR, and VR in marketing.
  • Chatbots and automation

Module 3: Website Optimization

• Building a Website for Digital Marketing
  • Importance of a responsive website.
  • Tools and platforms for website creation.
• Website Usability & User Experience (UX)
  • Navigation, design, and functionality best practices.
  • Mobile-friendly websites.
• Conversion Rate Optimization (CRO)
  • Analyzing website performance.
  • A/B Testing and tools to improve conversions.

Module 4: Search Engine Optimization (SEO)

• Introduction to SEO
  • What is SEO and how it works.
  • Importance of SEO in digital marketing.
• On-Page SEO
  • Keyword research, meta tags, and content optimization.
  • URL structures and internal linking.
• Off-Page SEO
  • Backlink building and its significance.
  • Social signals and guest blogging.
• Technical SEO
  • Site speed, mobile optimization, and indexability.
  • Using tools like Google Search Console and SEO auditing tools.

Module 5: Content Marketing

• Content Marketing Basics
  • Importance of quality content.
  • Types of content: Blogs, videos, infographics, case studies, etc.
• Content Strategy
  • Audience research and content planning.
  • Creating an editorial calendar.
• Content Distribution
  • Owned, earned, and paid media channels.
  • Leveraging social media, email, and other platforms.

Module 6: Social Media Marketing

• Social Media Platforms Overview
  • Facebook, Instagram, Twitter, LinkedIn, Pinterest, TikTok, YouTube.
  • Best platforms for B2B vs B2C marketing.
• Creating a Social Media Strategy
  • Identifying goals and KPIs for social media.
  • Content planning and scheduling.
• Social Media Advertising
  • Facebook Ads, Instagram Ads, LinkedIn Ads, and Twitter Ads.
  • Targeting options and ad formats.
• Social Media Analytics
  • Key metrics to track: Engagement rate, reach, clicks, and conversions.

Module 7: Paid Search Marketing (PPC)

• Introduction to Pay-Per-Click Advertising
  • What is PPC? How does it work?
  • Google Ads and Bing Ads.
• Setting Up Google Ads Campaigns
  • Campaign types: Search, Display, Shopping, and Video Ads.
  • Keyword bidding and match types.
• Google Ads Metrics and Optimization
  • Click-Through Rate (CTR), Cost-Per-Click (CPC), Quality Score.
  • Optimizing campaigns based on performance data.

Module 8: Email Marketing

• Building an Email List
  • Methods for collecting emails: Opt-ins, lead magnets, etc.
  • Email segmentation and personalization.
• Creating Effective Email Campaigns
  • Writing compelling subject lines and copy.
  • Design and layout best practices for email.
• Email Automation
  • Setting up drip campaigns and auto-responders.
  • Email marketing tools: Mailchimp, Constant Contact, etc.
• Email Analytics
  • Open rates, click-through rates, and conversion tracking.

Module 9: Affiliate Marketing

• Introduction to Affiliate Marketing
  • What is affiliate marketing and how it works.
  • Types of affiliate programs: CPA, CPS, CPL.
• Setting Up an Affiliate Program
  • Choosing the right affiliate networks.
  • Tracking and managing affiliates.
• Promoting Products through Affiliates
  • Creating offers and banners.
  • Commission structures and incentive programs.

Module 10: Influencer Marketing

• What is Influencer Marketing?
  • The rise of influencers in digital marketing.
  • Identifying the right influencers for your brand.
• Building Influencer Partnerships
  • Creating influencer campaigns.
  • Micro vs. macro influencers.
• Measuring Influencer Campaign Effectiveness
  • Tracking engagement, ROI, and performance metrics.

Module 11: Analytics and Reporting

• Introduction to Web Analytics
  • Importance of data and analytics in digital marketing.
  • Key performance indicators (KPIs) to track.
• Google Analytics
  • Setting up Google Analytics for your website.
  • Understanding traffic sources, user behavior, and conversion tracking.
• Other Analytics Tools
  • Facebook Insights, Twitter Analytics, LinkedIn Analytics.
  • Third-party analytics tools like SEMrush and HubSpot.
• Reporting & Data Interpretation
  • Creating actionable reports and dashboards.
  • Using data to refine strategies and improve performance.

Module 12: Advanced Digital Marketing Techniques

• Growth Hacking
  • Techniques for rapid business growth.
  • Case studies of growth hacking in successful companies.
• Retargeting and Remarketing
  • How to run retargeting ads using Google and social platforms.
  • Setting up a remarketing funnel.
• Local SEO and Geo-targeting
  • Optimizing for local searches and Google My Business.
  • Geo-fencing and location-based targeting.

Module 13: Final Project

• Digital Marketing Strategy Implementation
  • Students create and present a digital marketing strategy for a hypothetical business.
  • Strategy will include SEO, content marketing, social media, PPC, and email marketing components.
• Feedback and Analysis
  • Peer reviews and instructor feedback.
  • Final presentation and refinement of strategy.