Digital Marketing

About Course

Course Overview:

This Digital Marketing short professional course is designed to provide learners with the skills and knowledge needed to effectively navigate the digital landscape and implement successful digital marketing strategies. The course covers a wide range of topics, including content creation, social media marketing, search engine optimization (SEO), pay-per-click (PPC) advertising, email marketing, data analytics, and online branding.

By the end of the course, participants will be equipped with the tools and techniques to enhance their online presence, improve brand visibility, and drive business growth using digital marketing strategies.

Course Duration:

  • Total Duration: 6 weeks (12 sessions)
  • Session Duration: 3 hours per session
  • Total Hours: 36 hours

Course Delivery Method:

  • In-person sessions / Online modules (depending on the format)
  • Hands-on Projects: Case studies, individual assignments, and group projects

Interactive Workshops: Practical application of tools and techniques

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Course Content

Week 1: Introduction to Digital Marketing
Objective: To provide a foundational understanding of digital marketing, its evolution, and the key channels involved. Key Topics: 1. What is Digital Marketing? o Definition and Scope of Digital Marketing o The Digital Marketing Ecosystem o The difference between Traditional Marketing and Digital Marketing 2. Digital Marketing Channels Overview: o Website and Content Marketing o Social Media Marketing (SMM) o Search Engine Optimization (SEO) o Pay-Per-Click (PPC) Advertising o Email Marketing o Affiliate Marketing o Online PR & Influencer Marketing 3. Importance of Digital Marketing in Modern Business: o Reach and Engagement o Cost-Effectiveness o Real-Time Analytics o Targeting and Personalization 4. Key Metrics and KPIs in Digital Marketing Practical Exercise: • Create a simple digital marketing strategy outline for a small business.

Week 2: Content Marketing and Strategy
Objective: To explore the role of content in digital marketing and how to craft content strategies that engage and convert audiences. Key Topics: 1. What is Content Marketing? o Definition and Importance o The Role of Content in the Digital Marketing Funnel 2. Types of Content: o Blog Posts o Videos and Infographics o E-books and Whitepapers o Podcasts and Webinars o Social Media Posts 3. Developing a Content Strategy: o Identifying Target Audience o Setting Content Goals and KPIs o Content Calendar and Frequency o Content Promotion and Distribution 4. Tools for Content Creation: o Canva for Graphics o Grammarly for Writing o WordPress or Medium for Blogging Practical Exercise: • Develop a 1-month content plan for a business, including blog topics, social media posts, and promotional strategies.

Week 3: Social Media Marketing
Objective: To understand how to leverage social media platforms for brand awareness, lead generation, and community building. Key Topics: 1. Overview of Social Media Marketing (SMM) o The role of social media in digital marketing o Social Media Trends and Platforms: Facebook, Instagram, Twitter, LinkedIn, TikTok, etc. 2. Creating Social Media Strategy: o Defining Social Media Goals o Content Strategy for Different Platforms o Audience Segmentation and Targeting 3. Social Media Advertising: o Facebook Ads, Instagram Ads, LinkedIn Ads o Understanding Paid vs. Organic Social Media Marketing o Budgeting and Ad Placement 4. Engagement and Community Building: o Growing Followers and Community Engagement o Using Social Listening Tools to Monitor Trends o Influencer Marketing Strategies Practical Exercise: • Set up a Facebook or Instagram Business Page, create an ad, and set the targeting and budget.

Week 4: Search Engine Optimization (SEO)
Objective: To teach participants how to optimize websites and content for search engines to improve visibility and drive organic traffic. Key Topics: 1. Introduction to SEO: o What is SEO and how it works o Importance of SEO for digital marketing 2. On-page SEO: o Keyword Research and Selection o Optimizing Meta Tags (Title, Description) o Content Optimization (Headers, Keyword Placement, etc.) o Internal Linking 3. Off-page SEO: o Backlink Building Strategies o Social Signals and Content Promotion o Guest Blogging 4. Technical SEO: o Mobile Optimization o Site Speed and Performance o Site Structure and Navigation 5. SEO Tools: o Google Search Console o SEMrush, Ahrefs, and Moz o Google Analytics for SEO Reporting Practical Exercise: • Conduct a basic SEO audit for a website using a tool like SEMrush or Google Search Console and suggest optimizations.

Week 5: Paid Advertising (PPC) and Google Ads
Objective: To understand how to run effective paid advertising campaigns through Google Ads and other platforms to achieve immediate results. Key Topics: 1. Introduction to PPC Advertising: o What is PPC and how it fits into the digital marketing landscape o Overview of Google Ads and other platforms (Facebook Ads, LinkedIn Ads) 2. Google Ads Campaigns: o Setting up Google Ads Account and Campaigns o Types of Google Ads: Search Ads, Display Ads, Video Ads o Keyword Research for Google Ads o Writing Effective Ad Copy 3. Google Ads Campaign Optimization: o Budgeting and Bidding Strategies o Ad Extensions and Targeting o Conversion Tracking and ROI Analysis 4. Remarketing and Retargeting Strategies: o How to use remarketing to re-engage visitors o Display network and video ads for remarketing Practical Exercise: • Set up a Google Ads campaign targeting a specific audience and keyword, and track its performance using conversion metrics.

Week 6: Email Marketing & Analytics
Objective: To explore how email marketing can be used for customer retention, lead nurturing, and sales conversion, along with how to analyze performance. Key Topics: 1. Introduction to Email Marketing: o Why Email Marketing is Essential o Types of Emails: Newsletters, Promotional Emails, Drip Campaigns, Transactional Emails o Building an Email List: Opt-ins, Sign-Ups, and Lead Magnets 2. Creating Effective Email Campaigns: o Crafting Engaging Subject Lines and Content o Personalization and Segmentation Strategies o A/B Testing and Campaign Optimization 3. Email Marketing Tools: o Platforms like Mailchimp, Constant Contact, and SendGrid o Automation and Scheduling Emails o Tracking Metrics (Open Rate, CTR, Conversion Rate) 4. Google Analytics and Data-Driven Marketing: o Introduction to Google Analytics o How to Track Campaign Performance o Interpreting Metrics: Traffic Sources, Bounce Rates, Conversions 5. Conversion Rate Optimization (CRO): o Improving User Experience to Maximize Conversions o A/B Testing and Landing Page Optimization Practical Exercise: • Design an email marketing campaign for a business, including list segmentation, email design, and performance tracking using Google Analytics.

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