Duration

3 Months

Classes

3 classes per week, with each class lasting 1.5 hours.

Total Sessions

36 Sessions

Course Fee

₹15,000

Assessment

Online Practical Assignments

Certification

Advanced Digital Marketing Certificate

Mode

Online

Placement Assistance

Not Available

1. Introduction to Digital Marketing

1.1 Introduction to Digital Marketing
1.2 Understanding Digital Marketing
1.3 The History of Digital Marketing
1.4 Future of Digital Marketing
1.5 Significance and Advantages of Digital Marketing
1.6 Global Internet Usage Insights
1.7 Daily Online Engagement
1.8 Internet Penetration Rate in India
1.9 Digital Advertising in India
1.10 Digital Marketing Tools and Channels
1.11 Different Facets of Digital Marketing
1.12 Creating a Powerful Digital Marketing Plan
1.13 The POEM Framework
1.14 Comparing B2B and B2C Digital Marketing
1.15 Key Performance Indicators (KPIs)
1.16 Ad Exchange
1.17 Role and Proficiencies of a Digital Marketer
1.18 Challenges in Digital Marketing
1.19 Ethical Issues in Digital Marketing
1.20 Case Study and Questions
1.21 Practical Exercise

2. Search Engine Optimization (SEO)

2.1 Introduction to Search Engine Optimization (SEO)
2.2 Introduction to Search Engines
2.3 Search Engine Market Share (2023-2024)
2.4 Other Alternative Search Engines
2.5 Comparing SEO and SEM
2.6 Significance of SEO
2.7 Three Main Types of SEO Techniques
2.8 Other Types of SEO Techniques
2.9 Website Audits for SEO Optimization
2.10 On-Page SEO
• Understanding Core Website Vitals
• Page Speed
• Keyword Research
• Creating SEO Friendly Content
• Optimize Metadata of the Website
• Header Tags and Their Significance in SEO
• Anchor Tags
• Schema.org
2.11 Off-Page SEO
2.12 Domain Authority in SEO
2.13 Page Rank in SEO
2.14 Link Juice in SEO
2.15 Canonical URL
2.16 Essential SEO Tools
2.17 Case Study and Questions
2.18 Practical Exercise

3. Search Engine Marketing (SEM)

3.1 Introduction to Search Engine Marketing
3.2 Key Insights into the Top Search Engines of 2024
3.3 Global Landscape of Search Engines
3.4 Search Advertising – Worldwide
3.5 Advantages of Search Engine Marketing (SEM)
3.6 Comparing SEM and SEO
3.7 Glossary of PPC and SEM Terminology
3.8 The AIDA Principle in Online Advertising
3.9 Key Strategies for Crafting Effective Search Ads
3.10 Different Varieties of Search Engine Ad Formats
3.11 Essential Elements of Search Engine Marketing: Keywords
• Keywords: Core Components of Search Engine Marketing
• Long-Tail and Short-Tail Keywords
• Understanding the Keyword Funnel
• Keyword Match Types
3.12 Case Study and Questions
3.13 Practical Exercise

4. Google Ads (Google AdWords)

4.1 Introduction to Google Ads
4.2 Benefits of Google Ads
4.3 Google’s Advertising Networks
4.4 Frequently Asked Questions About Google Ads
• Where Can Your Ads Appear?
• Google Ad Rank
• Determining Ad Rank
• Quality Score
• How Advertiser Costs are Calculated
4.5 Creating Google Ads Account
4.6 Understanding Google Ads Account Structure
4.7 Choosing the Right Bid Strategy
4.8 Understanding Budgeting in Google Ads
4.9 Creating the First Campaign on Google Ads
• Choose Your Objective
• Select a Campaign Type
• Configure Basic Campaign Settings
• Configure Additional Campaign Settings
• Ad Creation
4.10 Remarketing Campaign on Google Ads
4.11 Dynamic Ads in Google Ads
4.12 Case Study and Questions
4.13 Practical Exercise

5. Social Media Marketing (SMM)

5.1 Introduction to Social Media Marketing
5.2 History of Social Media
5.3 Social Media Market
5.4 Global Population on Social Media
5.5 Future of Social Media Marketing
5.6 Advantages of Social Media Marketing
5.7 Building an Effective Social Media Strategy
5.8 Understanding Social Listening
• Why Listening in Social Media Marketing is Important
• Tools Available for Social Media Listening
5.9 Crafting a Robust Social Media Marketing Content
• The 70/20/10 Content Approach
5.10 Social Media Engagement Journey
5.11 KPIs for Social Media Marketing
• Micro and Macro Conversions
5.12 Social Media Messaging Apps
• Social Media Messaging Apps Market
• Popular Mobile Messenger Apps
• Using Social Media Apps for Marketing
5.13 Social Entertainment
• Social Entertainment in Social Media Marketing
• Examples of Brands Using Social Entertainment
5.14 Online Brand Community and Social Media Marketing
• Role of Online Brand Communities
• Building Successful Online Brand Communities
5.15 Distinction Between SEM and SMM
5.16 Case Study and Questions
5.17 Practical Exercise

6. Facebook and Instagram Ads

6.1 Introduction to Facebook and Instagram Marketing (Meta Ads)
6.2 Facebook’s Journey: Personal to Business Evolution
6.3 Significance of Facebook and Instagram Marketing
6.4 Advertising on Facebook and Instagram
• Facebook Business Page
• Creating a Facebook Business Page
• Connecting Instagram Account to Facebook Business Page
6.5 Facebook (Meta) Ads Manager
6.6 Meta Ads Manager Campaign Structure
6.7 Creating Facebook Ad Campaign
• Campaign
• Ad Sets
• Ads
6.8 Diverse Formats in Facebook and Instagram Ads
6.9 Facebook Page Insights
6.10 Meta Business Suite
6.11 Creative Fatigue
6.12 Meta (Facebook) Pixel
6.13 Monetizing on Facebook and Instagram
• Branded Content
• Subscriptions
• Stars & Gifts
• In-stream Ads
• In-stream Ads for Live Videos
• Badges
• Ads in Profile Feed
• Bonuses
6.14 Case Study and Questions
6.15 Practical Exercise

7. Twitter (X) Ads

7.1 About X, Formerly Known as Twitter
7.2 Twitter Verification
7.3 How Twitter is Different from Other Social Media Platforms
7.4 What is Twitter (X) Notes
7.5 Creating Ads on X
• Access X Advertising Platform
• Choose Campaign Objective
• Create Ads
• Customize Delivery
7.6 Different Types of Ad Formats on X
7.7 Twitter Analytics
7.8 Case Study and Questions
7.9 Practical Exercise

8. LinkedIn Ads

8.1 About LinkedIn
8.2 Distinguishing Characteristics of LinkedIn
8.3 LinkedIn Marketing: Advantages Over Other Social Media Platforms
8.4 About LinkedIn’s Campaign Manager
8.5 Creating Campaign with LinkedIn’s Campaign Manager
• Create Your LinkedIn Page
• Set Up Your Campaign Manager Account
8.6 Steps Involved in Creating Campaigns
• Step 1: Set Up Your Campaign
• Step 2: Set Up Your Ad(s)
• Step 3: Review & Launch
8.7 Case Study and Questions
8.8 Practical Exercise

9. Web Analytics

9.1 Introduction to Web Analytics
9.2 Web Analytics Market Analysis
9.3 Common Web Analytics Tools
9.4 Divisions Within Web Analytics
9.5 Key Metrics Collected Through Web Analytics
9.6 How Web Analytics Works
9.7 Website Cookies
• Website Cookies and Their Role in Web Analytics
9.8 Components of Web Analytics Tools
9.9 Implementing Web Analytics for Websites and Mobile Apps
• Implementing Web Analytics for Websites
• Implementing Web Analytics for Mobile Applications
9.10 Introduction to Google Analytics
9.11 History of Google Analytics
9.12 Universal Google Analytics vs Google Analytics 4 (GA4)
• Data Collection Model
• User Tracking
• Cross-Platform Tracking
• User-Centric Focus
• Event Tracking
• Machine Learning and Predictive Metrics
9.13 Setting Up Google Analytics 4
• Establish Your Google Analytics Account
• Website Details and Property Configuration
• Add Tracking Code to Website
• Verify Tracking Code
9.14 Overview of Google Analytics Reports
9.15 Understanding Events in Google Analytics 4
• Definition of Events
• Implementation of Events
• Benefits of Event Tracking
• Examples of Events
9.16 Goals in Google Analytics
• Importance of Goals in GA4
• Types of Goals in GA4
• Setting Up Goals in GA4
• Utilizing Goals for Optimization
9.17 Conversion Tracking in GA4
9.18 Multi-Channel Funnels
9.19 Key Metrics in Google Analytics
• Sessions
• Users
• Pageviews
• Bounce Rate
• Average Session Duration
• Conversion Rate
• Goal Completions
• Acquisition Channels
9.20 Collecting Campaign Data in Google Analytics
9.21 Establishing a Remarketing Campaign
9.22 Case Study and Questions
9.23 Practical Exercise

10. Affiliate Marketing, Blogging and Content Marketing

10.1 Introduction to Affiliate Marketing
10.2 Understanding the Basics of Affiliate Marketing
10.3 Key Players in Affiliate Marketing
10.4 Affiliate Marketing and Blogging
10.5 Various Platforms to Create a Blog
10.6 How to Use a Blog for Affiliate Marketing
10.7 Content Marketing
10.8 Monetizing Digital Content
10.9 Tools of Monetizing Digital Content
• Advertising Networks
• Affiliate Marketing Programs
• Sponsored Content Platforms
• Subscription and Membership Platforms
• Digital Product Platforms
• Merchandise Sales Tools
• Donation and Crowdfunding Platforms
• Paywall Services
• Event Hosting Platforms
• Content Licensing and Syndication
• Paid Memberships and Subscription Management
• Content Monetization Analytics
10.10 Evolution of Affiliate Marketing Trends
10.11 Case Study
10.12 Practical Exercise

11. E-Mail Marketing

11.1 Introduction to E-Mail Marketing
11.2 Significance of Email Marketing
11.3 Best Practices in Email Marketing
11.4 AIDA Principle in E-Mail Marketing
11.5 Evolving Trends in Email Marketing
11.6 Diverse Tools in E-Mail Marketing
11.7 Measuring the Effectiveness of Email Marketing
11.8 Difficulties and Obstacles in Email Marketing
11.9 Bypassing Spam Filters
11.10 Case Study
11.11 Practical Exercise

12. Mobile Marketing

12.1 Introduction to Mobile Marketing
12.2 Mobile Marketing vs. Digital Marketing
12.3 Business Benefits of Mobile Marketing
12.4 Common Strategies in Mobile Marketing
• Mobile SEO
• Mobile Social Media Marketing
• Mobile Advertising
• Location-Based Marketing
• Branded App Marketing
• Push Notifications and SMS Marketing
• QR Code Marketing
12.5 WhatsApp Marketing
• Steps to Follow in WhatsApp Marketing
12.6 Case Study and Questions
12.7 Practical Exercise