Syllabus:

*Module 1: Introduction to Digital Marketing*

- Overview of digital marketing vs. traditional marketing.

- Digital marketing channels and trends.

- Customer journey mapping and buyer personas.

- Role of data and analytics in decision-making.

 

*Module 2: Website Planning & Optimization*

- Basics of website design (UX/UI principles).

- Domain, hosting, and CMS platforms (WordPress, Shopify, etc.).

- Landing page optimization (CRO: Conversion Rate Optimization).

- Mobile-first design and responsive websites.

 

*Module 3: Search Engine Optimization (SEO)*

- On-page SEO (keywords, meta tags, content optimization).

- Off-page SEO (backlinks, guest posting, link-building strategies).

- Technical SEO (site speed, crawlability, XML sitemaps).

- Local SEO (Google My Business, local listings).

- Tools: Google Search Console, SEMrush, Ahrefs, Moz.

 

*Module 4: Search Engine Marketing (SEM) & PPC*

- Google Ads (Search, Display, Video, Shopping campaigns).

- Keyword research and bidding strategies.

- Ad copywriting and A/B testing.

- Budget management and ROI calculation.

- Tools: Google Ads, Microsoft Advertising.

 

*Module 5: Social Media Marketing (SMM)*

- Platform strategies (Facebook, Instagram, LinkedIn, Twitter, TikTok, etc.).

- Content creation (videos, carousels, stories, reels).

- Paid social advertising (campaign setup, targeting, budgets).

- Social media analytics and community management.

- Tools: Meta Business Suite, Hootsuite, Buffer, Canva.

 

*Module 6: Content Marketing*

- Content strategy (blogs, eBooks, infographics, podcasts).

- Storytelling and brand voice.

- Content distribution and amplification.

- Email marketing (newsletters, drip campaigns, automation).

- Tools: Mailchimp, HubSpot, Grammarly, ChatGPT for content ideation.

 

*Module 7: Digital Analytics*

- Web analytics with Google Analytics 4 (GA4).

- Tracking user behavior and goal setting.

- Data interpretation and reporting.

- Attribution models (first-click, last-click, multi-channel).

- Tools: Google Analytics, Google Tag Manager, Tableau.

 

*Module 8: E-commerce Marketing*

- Product listing optimization (Amazon, Shopify, etc.).

- Retargeting and dynamic ads.

- Customer retention strategies (loyalty programs, email sequences).

- Marketplace advertising (Amazon Ads, Flipkart Ads).

 

*Module 9: Video Marketing & YouTube SEO*

- YouTube channel optimization.

- Video scripting and production basics.

- YouTube Ads (TrueView, bumper ads).

- Analytics and audience engagement.

 

*Module 10: Emerging Trends*

- AI in digital marketing (ChatGPT, AI tools for ads/content).

- Voice search optimization.

- Influencer marketing and affiliate programs.

- Web3, NFTs, and metaverse marketing basics.

 

*Module 11: Legal & Ethical Practices*

- GDPR, data privacy, and compliance.

- Copyright and plagiarism in digital content.

- Ethical advertising practices.

 

*Practical Components*

- *Capstone projects* (e.g., creating a full-fledged digital campaign).

- *Internships* or live client projects.

- *Certifications*: Google Analytics, Google Ads, Meta Blueprint, HubSpot Academy.

 

*Tools Covered (Industry-Standard)*

- SEO: SEMrush, Ahrefs, Screaming Frog.

- Social Media: Hootsuite, Sprout Social.

- Email Marketing: Mailchimp, SendinBlue.

- Analytics: Google Analytics, Power BI.