Digital Marketing, Business & IT Management
Digital Marketing
Duration
1.5 Months
Price
Rs. 12,000.00
Course Description
Course Syllabus
1. Introduction to Digital Marketing
- Evolution of marketing: from traditional media to digital-first strategy
- The digital marketing ecosystem: owned, earned & paid media channels
- Buyer journey & marketing funnel: awareness, consideration & conversion
- Overview of key disciplines: SEO, SEM, social, email, content & analytics
- Career paths: digital marketing manager, growth hacker, performance marketer & CMO
2. Market Research & Consumer Behaviour
- Primary vs secondary research: surveys, interviews, focus groups & desk research
- Segmentation, targeting & positioning (STP) framework
- Creating detailed buyer personas: demographics, psychographics & pain points
- Customer journey mapping: touchpoints, emotions & moments of truth
- Competitor analysis: SWOT, benchmarking & gap identification
3. Digital Marketing Strategy & Planning
- Setting SMART marketing goals aligned to business objectives
- Choosing the right channels for your audience, budget & goals
- Budget allocation across paid, owned & earned media
- Building a digital marketing calendar: campaigns, content & launches
- Key performance indicators (KPIs): reach, engagement, leads, CAC & ROAS
4. Brand Identity & Online Presence
- Brand architecture: mission, vision, values & tone of voice
- Visual identity online: logo usage, colour palettes & typography in digital contexts
- Building a professional website: domain, hosting & CMS overview (WordPress, Webflow)
- Google Business Profile: setup, verification & local listing optimisation
- Online reputation management: reviews, mentions & brand monitoring tools
5. SEO Fundamentals
- How Google crawls, indexes & ranks web pages - the algorithm basics
- On-page SEO: title tags, meta descriptions, headers, URL structure & schema markup
- Technical SEO: site speed, mobile-friendliness, Core Web Vitals & crawlability
- Off-page SEO: backlink fundamentals, domain authority & link-building strategies
- SEO tools: Google Search Console, Semrush, Ahrefs & Screaming Frog
6. Keyword Research & Strategy
- Search intent: informational, navigational, commercial & transactional queries
- Keyword research process: seed keywords, expansion & refinement
- Long-tail vs short-tail keywords: volume, difficulty & conversion trade-offs
- Competitor keyword gap analysis: finding opportunities rivals are missing
- Building a keyword map: assigning target keywords to specific pages
7. Content Marketing Strategy
- Content marketing funnel: TOFU, MOFU & BOFU content types
- Content formats: blogs, videos, podcasts, infographics, case studies & whitepapers
- Editorial calendar: planning, scheduling & content workflow management
- Storytelling frameworks: AIDA, PAS (Problem-Agitate-Solution) & hero-hub-help
- Content repurposing: turning one piece of content into ten formats
8. Copywriting & UX Writing for Digital
- Principles of persuasive copywriting: clarity, specificity & emotional resonance
- Writing for the web: scannable structure, active voice & readability scores
- Landing page copywriting: headlines, value propositions, social proof & CTAs
- A/B testing copy: headlines, CTAs & form labels for conversion optimisation
- SEO copywriting: naturally weaving keywords without sacrificing quality
9. Google Ads & Search Engine Marketing (SEM)
- Google Ads account structure: campaigns, ad groups, keywords & ads
- Match types: broad, phrase, exact & negative keywords for cost control
- Writing high-quality ad copy: headlines, descriptions, extensions & RSAs
- Smart Bidding strategies: Target CPA, Target ROAS, Maximise Conversions
- Quality Score, Ad Rank & landing page optimisation for lower CPCs
10. Social Media Advertising
- Meta Ads Manager: campaign objectives, audience targeting & ad formats
- Custom & lookalike audiences: pixel setup, retargeting & CRM audience uploads
- Instagram & Facebook creative best practices: static, carousel & Reels ads
- LinkedIn Ads: sponsored content, InMail & lead gen forms for B2B campaigns
- YouTube advertising: skippable, non-skippable, bumper & discovery ads
11. Organic Social Media Marketing
- Platform strategy: choosing the right mix of Facebook, Instagram, X, LinkedIn & TikTok
- Content pillars & social media content calendar - consistency & variety
- Community management: responding to comments, DMs & brand mentions
- Influencer & creator marketing: micro vs macro influencers, outreach & briefs
- Social listening: monitoring brand sentiment with Brandwatch & Hootsuite
12. Display Advertising & Programmatic
- Google Display Network: audience targeting, placements & responsive display ads
- Programmatic advertising: DSPs, SSPs, ad exchanges & real-time bidding (RTB)
- Retargeting strategies: dynamic product ads, cart abandonment & cross-sell sequences
- Banner design principles: visual hierarchy, CTAs & format specifications
- Brand safety & ad fraud prevention: viewability, invalid traffic & brand suitability
13. Email Marketing Strategy & Execution
- Email marketing fundamentals: list building, opt-in strategies & lead magnets
- Email types: newsletters, promotional, transactional, drip & re-engagement
- Writing high-converting emails: subject lines, preview text, body & CTAs
- Design best practices: mobile-first templates, accessibility & image-to-text ratio
- Deliverability: sender reputation, SPF/DKIM/DMARC setup & avoiding spam filters
14. Marketing Automation & Workflow
- Automation fundamentals: triggers, conditions, actions & branching logic
- Welcome series: onboarding sequences that turn subscribers into buyers
- Lead nurturing workflows: content drips mapped to buyer journey stages
- Behavioural automation: abandoned cart, browse abandonment & post-purchase flows
- Tools: Mailchimp, HubSpot, ActiveCampaign & Klaviyo workflow builder
15. CRM & Customer Lifecycle Marketing
- CRM fundamentals: contacts, deals, pipelines & activity tracking
- Lead scoring: assigning values to behaviours to prioritise sales outreach
- Customer segmentation: RFM analysis (Recency, Frequency, Monetary value)
- Customer retention strategies: loyalty programmes, upsell & win-back campaigns
- CRM tools: HubSpot CRM, Salesforce, Zoho CRM & Pipedrive
16. Conversion Rate Optimisation (CRO)
- CRO fundamentals: the conversion funnel, friction points & leaks
- Landing page optimisation: above-the-fold, social proof, forms & page speed
- A/B testing & multivariate testing: hypothesis formation, test setup & analysis
- Heatmaps, session recordings & click tracking: Hotjar & Microsoft Clarity
- Micro-conversions: newsletter signups, video views & scroll depth as leading indicators
17. Web Analytics & Data-Driven Decisions
- Google Analytics 4: events, dimensions, metrics, explorations & reports
- Setting up goals, conversions & e-commerce tracking in GA4
- UTM parameters: campaign tracking, source/medium attribution & link builder
- Multi-touch attribution models: first-click, last-click, linear & data-driven
- Google Looker Studio: building live dashboards for stakeholder reporting
18. Advanced Paid Media Analytics
- Google Ads reporting: impression share, CTR, conversion rate & ROAS analysis
- Meta Ads reporting: reach, frequency, CPM, CPC & cost-per-result breakdown
- Cross-channel attribution: understanding the full customer path to conversion
- Budget optimisation: pausing, scaling & reallocating spend based on performance
- Marketing mix modelling (MMM): understanding channel contribution at macro scale
19. Digital Marketing for E-Commerce
- E-commerce funnel: discovery, product pages, cart, checkout & post-purchase
- Google Shopping & Performance Max campaigns: product feeds & Merchant Center
- Marketplace marketing: Amazon, Flipkart & Meesho listing optimisation & ads
- WhatsApp Business & conversational marketing: broadcast lists & chatbots
- Seasonal campaign planning: sale events, flash sales & promotional calendars
20. Capstone Projects
- Full SEO audit & content strategy: site audit, keyword research & 3-month editorial plan for a real brand
- Google Ads campaign: search & display campaign setup, optimisation & performance report
- Social media growth project: 30-day organic strategy, content calendar & analytics review
- Email automation funnel: welcome series, nurture sequence & A/B test for a D2C product
- Integrated campaign case study: multi-channel strategy, budget plan, execution & ROI presentation
Quick Overview
- Category
- Digital Marketing, Business & IT Management
- Duration
- 1.5 Months
- Price
- Rs. 12,000.00
Ready to Enroll?
Start your learning journey!
Share this Course
Enroll in This Course
Complete the form below to submit your enrollment application