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Digital Marketing Course Syllabus and Other Details

 

 

SEO course SyllabusDigital marketing is a combination of various digital technologies like SEO, SEM, ORM and multiple platforms to reach out to customers with the intention of promoting products and services, generate business leads and carry out brand building on the web world.

Digital marketing is not a linear technology but a collection of technologies, tool, and techniques. Which when used in tandem, help in enhancing the marketing efforts of an organization and help it increase its customer base across the world and improve the branding over the web world.

There is no strict syllabus because this is not a theoretical subject. One needs to be involved on a regular basis to keep up the pace, always new things and techniques keep on emerging.

Who Can Do Digital Marketing Course ?

There is no any eligibility requirement for the Digital Marketing course you can do this course after of your any academic level and either you can do the complete Digital Marketing course with the help of Youtube tutorials, without spending a single penny.

5 Reasons to Choose Digital Marketing as a Profession

  1. 40% is the present growth rate in the Digital Marketing Industry
  2. The speed in which mega-companies like Google, Facebook and e-commerce sites are expanding their wings there is a huge skill gap
  3. Developing skills in digital marketing will be a great advantage to be employed for a long time with reasonably good income
  4. To become a digital marketer one do not need an engineering degree or a technical background but yes one needs passion and hard work
  5. Even if one does not wish to do a 10 to 6 job can easily perform all digital activities from home easily and earn handsomely. All one requires is a computer and an internet connection.
Learn how to choose a good digital marketing institute

What Types of career options you have in this Field ?

Now the question most people willing to make a career in digital marketing deals with is how to proceed with a career in the same. Before discussing it, take a look at the career choices you have with respect to the digital marketing platform:

  • Digital Marketing Executive
  • SEO Marketer
  • SEM Marketer
  • Social Media Marketer
  • Content marker
  • Copywriter
  • Digital Marketing Manager
  • Marketing Manager
  • Digital marketing specialist
  • Marketing Coordinator
  • SEO specialist
  • Web developer
  • Account Executive
  • Social media manager
  • Digital Marketing Analyst
  • Content Marketing Manager
  • Director of marketing
  • Content strategist
  • Seo Manager
  • Paid Search Manager
  • Social media specialist

Syllabus 1

Even though we recommend the following things that one should always cover up while doing digital marketing. If you are planning to study yourself, Google each topic and learn.

Part 1 : Introduction to Digital Marketing

  • Introduction to Digital marketing
  • Various channels of Digital Marketing and benefits
  • Scope of digital marketing
  • Budget allocation
  • Integrating digital with traditional marketing
  • Digital marketing plan for B2B, B2C, Startups
  • In-house vs outsource – pros & cons
  • Best practices All the concepts are Mobile-first strategy

Part 2 : Website Design

  • Website/ Mobile designing using WordPress

Part 3 : Inbound Marketing

Part 4 : Search Engine Optimization (SEO)

  • How search engine works
  • Webmaster guidelines
  • White hat SEO techniques
  • Keyword research & Tools
  • On page and off page optimization
  • Google’s latest algorithms
  • Universal SEO
  • Technical SEO
  • Google Search Console
  • Blogging

Part 5 : Pay per Click (PPC) Google Adwords

  • Introduction to SEM
  • Types of ads
  • How search, display ads work
  • How to create a PPC campaign
  • Campaign structure & best practices
  • Budget allocation
  • Ads in Google Search and Display Network
  • Targeting your advertising
  • Creating compelling ad copies
  • Types of Bidding
  • Measuring and managing your campaigns
  • Optimizing PPC Campaigns
  • Google Adwords Certification Included

Part 6 : Email Marketing

  • Email Marketing explained
  • Email marketing tools
  • How to measure success
  • Managing your Email List

Part 7 :  Social Media Marketing

  • What is social media marketing
  • Overview of Facebook, Twitter, LinkedIn, Blogging, YouTube, Instagram, Snap chat
  • Understanding social channels
  • Importance, case studies
  • How business use social media
  • Content for social media
  • SEO for social media
  • Earned/Owned/Paid media
  • Social media ads
  • Placement & targeting options
  • How to create ads & Social media campaigns
  • Social media listening tools

Part 8 : Content Marketing

  • Content – Importance of content
  • Types of content (text, images, videos, slides, ad copies, blog)
  • Content calendar
  • Content marketing
  • How to come up with engaging content Video
  • Video production for content
  • Facebook Live Videos
  • Video Marketing & optimization

Part 9 : Affiliate Marketing

  • Overview of affiliate marketing
  • How affiliate marketing works
  • Benefits of Affiliate marketing

Part 10 : Web Analytics

  • Google analytics
  • What & how to measure digital/social media
  • Google Analytics explained
  • Digital marketing measurement model
  • Traffic analysis
  • Measuring website traffic and behavior
  • Increasing traffic to your website
  • Reporting

Part 11 : Tools

  • Picking the right tools
  • Free/Paid tools
  • Insights and trends
  • Books, blogs to follow
  • How to keep up-to-date with latest trends

Part 12 : Latest in Digital/Social

  • Podcast
  • Google Adwords
  • Facebook Blueprint
  • Inbound Marketing
  • Google Analytics
  • Content Marketing
  • Email Marketing

Syllabus 2

SEARCH ENGINE OPTIMIZATION (Seo)

How Search Engines Work

Indexing & Crawling Basics Optimizing Crawl Budget

Intro to SEO

Organic Search vs. Paid Search Results Anatomy of a Search Result (Search Snippet)

What is On-page SEO (Content, Architecture, HTML)

What is Off-page SEO / Link Building (Social, Content-based, PR)

Keyword Research

Finding Seed Keywords: Mind Map for Keyword Research

Using Wikipedia, Forums for Keyword Research Keyword Research Process – Identify SeedKeywords, Collect metrics, Map Keywords Google Keyword Planner Tool

On-page SEO

HTML Basics

Web Page Basics: What is HTML, JavaScript, CSS

Basic HTML Tags to create a web page HTML Tags for SEO: Title, H1, META Tags, IMG, A Href

On-page SEO

The title, H1, Meta Description, Keyword Usage Crawling: XML, HTML Sitemaps, Robots.txt Content Clusters (Creating SEO-based content) Negative on-page to avoid

Technical SEO

URL Architecture

Page Speed Analysis (GTMetrix / YSlow / Google Page Speed Insights)

301 Redirects

Mobile SEO

App Store Optimization

Mobile Websites : Responsive, Adaptive, Dynamic

Optimizing for Voice Search

Schema Markups

What is Schema & Why is it relevant to SEO. Schema Types – Micro, JSON-LD

Common JSON Schema Tags – Organization, Website, Blog posting, LocalBusiness

How Schema shows up in SERPs

Off-page SEO

Link Building

What is Link Building

Link Building Tactics

Manual Link Building Process Link Building Metrics

Social SEO

Quora

YouTube Video SEO

Slideshare, Scribd and other social channels for SEO

Local SEO

What is Local SEO, Pigeon Update Google My Business, Bing Places Local Pages on your website

Local listings / citations

SEMRush.com Backlink

Backlink audit of one website

How to audit backlinks of competitors and gain insights

SEO Audit, Tools, Measurement

SEO Audits

What are SEO Audits. Different Types of SEO Audits.

Complete SEO Audit with Checklist – Screaming Frog SEO Spider, SEMRush Backlink Audit, Page Speed Audit with GTMetrix / Google Page Speed Insights, Mobile Site Audit

Google Search Console Algorithm Updates

History of Google Algorithms

Panda, Penguin, Pigeon, Caffeine updates RankBrain and the Future of SEO

Google Analytics Measurements

Basics of Google Analytics SEO Metrics to Measure – On-page, Off-page, Technical SEO Reporting

SEO Resources, Careers in SEO

Basics of Google Analytics SEO Metrics to Measure – On-page, Off-page, Technical SEO Reporting

SEARCH ENGINE MARKETING (SeM)

Introduction to SEM – Fundamentals & Case Studies

Consumer Journey

What is SEM? Why SEM?

What is Google AdWords? Why Google AdWords? Google Network

AdWords Terminologies

How Does the SEM Auction Work?

Structure of an AdWords Account

Campaign Types – Introduction to Search, Display (including Videos), Shopping and Mobile-specific campaign types, and when/why to use them. Creation of Search Network Campaign

Ad

Ad Formats

Ad Text Policies

Ad Text Best Practices

DKI

Ad Extensions

Keyword Research

Tool – Keyword Planner & Estimator

Keyword Match types

Keyword Strategies

Landing Page

Bidding and Budget

Optimizing the SN Campaign using the KW Planner, Match types, Ad Text best practices, etc.

Creation of Google Display Network

GDN Targeting Options

Display Ad Formats

Ad Gallery Tool

Conversion Tracking

GDN Campaign Creation – Demo Remarketing

Advanced Display: RLSA, Dynamic Remarketing, YouTube Remarketing

Advanced Display: Smart Display Campaigns

Mobile Ad Campaigns

Universal App Campaigns

Mobile-Specific Bidding and Targeting Strategies Measuring Mobile Ad Performance and Conversions

Report Editor

Optimization Strategies

Account Audit Demo

Shopping Campaigns – Introduction

What are Google Shopping Ads /Product Listing Ads?

Where do they appear on Google? What Shoppers on the internet do?

What retailers need? – New Advertising technologies

Google Shopping set retailers up for success

Features of Google Shopping Why PLA’s? And the path to creating PLA Ads

Merchant Centre Steps

Create Shopping Campaign on Google AdWords

Track Performance and Optimize the Campaigns

YouTube Marketing – Introduction & Ad Formats

YouTube Ad Formats

YouTube Campaign Creation YouTube Analytics

Video Campaign Optimization Tips

SOCIAL MEDIA MARKETING (SMM)

Getting Started with Social Media Marketing

Introduction to Social Media Facebook Marketing

Creating Content for Facebook & Social Media

Why Content is the foundation of SMM Psychology of Social Sharing

Building Content That is Inherently Shareable

Tools for Content Creation

Facebook Marketing

What is Facebook Marketing

Facebook Page Best Practices KPIs to measure success Facebook Insights

Facebook Business Manager

How does Facebook Advertising Work?

Facebook Ad Campaign Objectives Facebook Ad Targeting

Instagram & LinkedIn Marketing

Marketing on Instagram

Optimizing your Instagram business profile Crafting an Instagram content strategy Best Practices

Influencer Marketing on Instagram Analytics & Measurement

Instagram Ads

LinkedIn as a Marketing Platform

LinkedIn for Personal Branding Brand Marketing on LinkedIn LinkedIn Company Pages LinkedIn Advanced Search LinkedIn Premium

LinkedIn Ads

Twitter and Snapchat Marketing

Twitter Marketing

Twitter Marketing for Brand Awareness Twitter Ads

Twitter Analytics

Twitter Tools – Crowdfire, Tweriod, Hashtagify, Ritetag, TweetReach & Tweet Archivist

Snapchat Marketing

Snapchat for business Building a following Driving Engagement Analytics & Measurement

Pinterest Marketing & Creating a Successful Digital Marketing Strategy

Pinterest Marketing

Pinterest for business Marketing on Pinterest Best Practices Leveraging Rich Pins Analytics & Measurement

SMM Tools

Hootsuite Buffer Tweetdeck SproutSocia

Crafting a Successful Social Media Strategy

10-step framework to crafting a successful SMM strategy

Building Content That is Inherently Shareable Creating Content for multiple platforms Generating content ideas and building a plan Effective Content Distribution

Evaluating success

Email Marketing

Setting-up an Email Marketing Machine

ISPs, Hosting Facility and MTA

IP/DNS and Shared vs. Dedicated IPs

MX Record, Whitelisting, Response Handlers and Bounces

Effective Email Content

Conversation Relevance Incentives Timing

Creative & Copy Attributes

Customer Acquisition Strategies

Rented List Emails Co-branded Emails

Third Party Email Newsletters Viral Emails

Event-Triggered Emails House E-newsletters

Effective Creative Introducing

CRABS- Do your Emails have Crabs? Email Template Model

Best Practices

NLP Demonstrations (Neuro Linguistic Programming) to Understand Customers Better

Nurturing & Automation

Tools to Enhance Lead Nurturing Enhance Better Reach

Analyze Behavior Patterns Analytics

Automation and More

Resources to do situational analysis and progressive updates

Customer Personal Toolkit

Complete Email Marketing Worksheet

Content Editorial Calendar

Digital Marketing Strategy Toolkit

Email Contact Strategy Template

Email Campaign Calculator

Email Marketing Health Check

Structuring Digital Marketing Team

Web Resources to Improve Subject lines, HTML Codes, Spam Testers and Deliverability Issues

Email Automation

Introduction to Automation -What is Automation?

-How does it Work?

-What are the Benefits? Choosing an Automation Platform

-Features & Functions Available

-What are Workflows? How to Create a Workflow? -Cost

-Most Widely Used Platforms

Simple Automation Functions from MailChimp -Click to Reply Options – Demonstrated -Other Features Explained

-Results – Demonstrated – Practical

Inbound Marketing

Attracting your potential customers into the conversion funnel

Various Ways to Build Reach Through Digital Marketing What are Engagement Magnets?

How to Identify Right Set of Engagement Magnets for your Business?

The effectiveness of Various Engagement Magnets Digital Reach Building Strategy Through Inbound Interest Generation

Converting your prospects into leads using emails

What is Audience Aggregation?

Benefits of Audience Aggregation

How to do Audience Aggregation Through Emails

Landing Page

Conversion Oriented Landing Page Design Investment in Landing Page

Critical Concerns to Address on Landing Page- What’s the Next Step

Conversion Optimization

Role of Conversion

Understanding Customer Psyche Conversion Optimization

User Flow and Persuasion

Online Persuasion

True Meaning of Landing Page User Flow and Online Persuasion

Conversion Optimization Patterns for Engaging website Visitors

Patterns for Engaging Website Visitors Pattern #1 – Pop-Ups

Pattern #2 – Pop Under Call-to-Action Pattern #3 – Inside Article CTA

Lifecycle Emails

What are Lifecycle Emails? Where do Lifecycle Emails fit in? Tools used for Lifecycle Emails Lifecycle Emails – Case Studies

Lead Nurturing with Drip Email Marketing: Implementation

WEB ANALYTICS

What’s Analysis?

Is Analysis Worth the Effort?

-Small Businesses

-Medium and Large Scale Businesses

Analysis vs Intuition Introduction to Web Analytics

Google Analytics

Getting Started With Google Analytics How Google Analytics Works? Accounts, Profiles, and Users Navigation Google Analytics

Basic Metrics

The Main Sections of Google Analytics Reports

-Traffic Sources

-Direct, Referring, and Search Traffic -Campaigns

-AdWords, AdSense

Content Performance Analysis

Pages and Landing Pages Event Tracking and AdSense Site Search

Visitors Analysis

Unique Visitors

Geographic and Language Information Technical Reports

Benchmarking

Social media analytics

Facebook Insights

Twitter Analytics

YouTube Analytics

Social Ad Analytics /ROI Measurement

Actionable Insights and the Big Picture

Recap of Google Analytics Reports & Tools Finding Actionable Insights

Getting the Organization Involved

Creating a Data-driven Culture

Resources

Common Mistakes Analysts Make Additional Web Analytics Tools

Social CRM & Analysis

Radian6

Sentiment Analysis Workflow Management Text Analytics

Digital Analytics

WebMasters

AdWords Reports, Custom Reports

Dashboard and Segmentation

Multi-Channel Funnels Reports Attribution Modelling and Reports

Platform Principles

The Platform Components

The Data Model

Measurement Protocol Data Collection Importing Data into Google Analytics Reporting APIs and Report Sampling

Specialization Modules

Facebook Marketing- In Association with Facebook

Introduction to Marketing

Start by understanding the importance of planning your business marketing strategy. This module covers finding your business’ USP, defining your audience and developing a strategy around marketing funnel.

Facebook Pages and Post Best Practices

Learn how to connect with people by planning your Facebook Page and understanding how it is structured to make the maximum use of it.

Facebook Ads – Campaign Objectives

For each Facebook Ad, you have multiple objectives to choose from. This module helps you build right objectives based on each business objective.

Facebook Ads – Targeting Audiences

Understanding your audience is a challenge for many businesses today. But developing a marketing plan without a knowledge of your audience is a step to failure. Segment your audience and target the right audience with this module.

Facebook Ads – Impactful Creatives

Make an impact with creatives and know the different ad formats which look good on all devices.

Facebook Ads – Optimization and Reporting

With this module, measure you adverts and get business insights to optimize how you are connecting with your audience.

Facebook Ad Policies

Get an in-depth understanding of Facebook Ad policies, ad disapproval, account status and Facebook support for a smoother journey.

Facebook Messenger

Connect and engage with your new or long-term customers on Facebook to get results. Offer them suggestions, support, engage with them or encourage purchase from one messenger.

Facebook Shop

Plan and structure your Facebook shop to manage and sell more products on Facebook.

Building Brand Awareness

Build your brand on Facebook to connect with people where they are- Facebook and Instagram. Plan your targeting, creatives, placements for brand awareness.

Driving In-store Footfall

Build Facebook campaigns to drive traffic to your offline store. Learn how to develop a local campaign and sell more on Facebook.

Facebook Pixel

Measure conversions, optimize ad delivery, automate audience building and do more with Facebook Pixel. Learn and work on Pixels with this module and get more insights on how people are using your website.

Driving Online Sales

Learn how to get more sales and drive traffic with remarketing campaigns, targeting, creatives and placements and ad formats.

Generating Leads

This module guides you through creating a lead generation campaign to drive results for your business.

ASSIGNMENTS

Search Engine Optimization

Research the right keywords to get your website ranked better on Google.

Analyze your website pages and implement on-page SEO techniques.

Identify your competitors and analyze their websites to build competitive advantage. Learn local SEO and Mobile SEO to target users specifically.

Identify the keywords and strategies implemented by your competitors.

Tools to be used : RankWatch

Google Keyword Planner Broken Link Checker

Search Engine Marketing

Set up Google AdWords Account to run ads on Google.com and Google’s associated properties. Understand how to create ad-groups, write catchy ad text and select keywords to run and optimize your ad campaign’s performance.

Create and run responsive ads on the Google Display Network to show your ads on all devices. Create in-stream and video discovery ad to target audience based on demographics and interest. Sign up for Merchant Center account and create an ad group to run Google shopping campaign. Connect your marketing objective to AdWords solutions to achieve a business’s objective.

Tools to be used : Google AdWords Merchant Center

These assignments will require running live Ad Campaigns on Google by spending Rs 1000.

Social Media Marketing

Learn to create a profitable Facebook page that converts the viewers into customers.

Build your network of existing customers and potential customers while making yourself reliable in the eyes of the audience.

Post impactful content on Social Media networks to target the audience and provoke them to make a purchase.

Create and run effective ad campaigns to target the relevant audience who are interested in your offering.

Build your fan base on Twitter to create buzz about your business and products.

Tools to be used :

Canva HootSuite

Email Marketing

Become hands-on on Legal Aspects involved in sending Emails in various countries Never let your emails land in Spam Folders – Be equipped with key techniques Start to manage your emails professionally using MailChimp

Tools to be used : MailChimp

Google Advanced Search

Chrome Extensions: Clearbit Connect, Any mail finder, Email Extractor, VoilaNorbert, Email Generator SPF Validation Tools

Inbound Marketing

Learn secret techniques to multiply your reach without increasing your Ad budget. Learn a step-by-step approach to nurture your emails contacts automatically.

Build an effective Landing Page

Strategize Drip Marketing Campaign to nurture your leads.

Tools to be used : Unbounce Customer.io

Web Analytics

Understand how data can be presented in a storytelling format and share your observations Set up Google Analytics account to create a measurement model for business/blog

Check and review business’s real-time, audience, acquisition and behavior report

Get yourself registered on Google Merchandise Store and understand the dashboard

Draw your campaign lifecycle and design a campaign outreach plan based on analytics data

Tools to be used : Google Analytics

Google Merchandise Store

Facebook Advertising

Strategize and launch your Facebook Page and Ad Campaign

Design Impactful creatives, run ads and optimize your campaigns based on your performance. Build brand awareness for your brand and use Facebook Messenger and Facebook Shop

Get more conversions online and offline with Facebook

Tools to be used : Google Analytics

Google Merchandise Store

Build Your Blog & Promote Your Blog

Just after the registration, the participants are requested to register their already existing blogs/businesses. For those without an existing online property, it is mandatory that they build one. For this, we help them through our Build Your Blog course which is a 2-hours long course. We also have a self-paced course with 6 Pre-Recorded lessons on ways to Promote Your Blog.

Build Your Blog

Decide the topic of the blog

Buy domain name or take a free sub-domain name from Digital Vidya

Host the Blog on AWS and add $ 100 credit provided by Digital Vidya

Import 5 blog posts based on their blog topic from other websites

Update theme and Logo. Create an email for the domain.

Install all necessary plugins including Google Search Console, Google Analytics, Discus, Author Tag

Promote Your Blog

Write your first blog post + SEO

Social Media Profiles and Content Sharing Promoting the blog through E-Mails Promotions via Facebook Ads

Traffic Analysis using Google Analytics Creating a Content Strategy

Case Study Exercises

SMM Case Study Exercise:

Generate a perfect idea to create a rewarding social media marketing campaign.

Learn to connect your social media marketing campaign with a special event to ensure maximum attention from the audience.

Identify the best ways to get user-generated content.

Choose the most relevant social media channels for your campaign to ensure better results with minimal effort.

SEO Case Study Exercise:

Gain competency in improving search engine rankings of your website content and blogs. Implement Learn to get your content indexed in search engines frequently.

Learn to analyze which web pages are working well and which need improvement. Research and shortlist best keywords to make your content searchable.

Tools to be used : Google Analytics

Google Keyword Planner Google Search Console

SEM Case Study Exercise:

Create an effective search engine marketing campaign to target relevant people. Learn to set an appropriate budget to get the most out of your campaigns.

Analyze the performance of your campaigns and keep track of the conversions.

Tools to be used : Google Keyword Planner Google AdWords

Email Marketing Case Study Exercise:

Create appealing content for your promotional emails.

Learn to properly segment users based on their demographics and interests. Create relevance of your product for the prospects to convert them into customers.

Tools to be used : MailChimp

Web Analytics Case Study Exercise:

Discover ways to turn your website into a conversion tool that ensures sales.

Identify the geographies from where your website traffic is coming from.

Analyze the interaction of the visitors with your website.

Assess the points of improvement and update your website to deliver a better experience.

Tools to be used : Google Analytics

Inbound Marketing Case Study Exercise:

Take the bird’s eye view of the Inbound Marketing strategies adopted by big brands.

Create a next level Inbound Marketing strategy for your business.

Create an appealing landing page to get targeted people landed on your website or a product page.

Tools to be used : Unbounce.com Landing Page Builder

 

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