To equip students with comprehensive knowledge and
practical skills in digital marketing, enabling them to effectively strategize and
implement digital marketing campaigns.
Course Structure:
The course is divided into 6 modules, each lasting one
month. Each module includes theoretical classes, practical assignments, and assessments.
Module 1. Introduction to Digital Marketing
• Week 1: Overview of Digital Marketing
o Definition and importance
o Traditional vs. digital marketing
o Current trends in digital marketing
• Week 2: Digital Marketing Strategy
o Developing a digital marketing strategy
o Understanding target audience and buyer personas
o Setting marketing objectives and KPIs
• Week 3: Online Marketing Channels
o Overview of various online marketing channels
o Multi-channel marketing
• Week 4: Case Studies and Industry Examples
o Successful digital marketing campaigns
o Industry insights and best practices
Module 2: Search Engine Optimization (SEO)
• Week 1: Introduction to SEO
o Importance of SEO
o How search engines work
• Week 2: On-Page SEO
o Keyword research and analysis
o On-page optimization techniques
o Content optimization
• Week 3: Off-Page SEO
o Link building strategies
o Social bookmarking
o Guest blogging
• Week 4: Technical SEO and SEO Tools
o Website architecture and crawlability
o Mobile SEO
o SEO tools and software
Module 3: Social Media Marketing
• Week 1: Introduction to Social Media Marketing
o Role of social media in digital marketing
o Major social media platforms and their features
• Week 2: Social Media Strategy
o Developing a social media strategy
o Content planning and creation
• Week 3: Paid Social Media Advertising
o Overview of social media advertising
o Creating and managing paid campaigns
• Week 4: Analytics and Reporting
o Measuring social media performance
o Using social media analytics tools
Module 4: Content Marketing
• Week 1: Introduction to Content Marketing
o Importance of content marketing
o Types of content
• Week 2: Content Creation and Curation
o Content writing and copywriting
o Visual content creation
• Week 3: Content Distribution
o Content promotion strategies
o Leveraging various platforms for content distribution
• Week 4: Content Marketing Metrics and ROI
o Measuring the effectiveness of content marketing
o Calculating ROI
Module 5: Email Marketing and Affiliate Marketing
• Week 1: Introduction to Email Marketing
o Importance of email marketing
o Building an email list
• Week 2: Email Campaigns
o Designing effective email campaigns
o Personalization and automation
• Week 3: Email Marketing Metrics
o Measuring email campaign performance
o Improving email deliverability
• Week 4: Introduction to Affiliate Marketing
o Basics of affiliate marketing
o Setting up an affiliate program
Module 6: Web Analytics and Conversion Rate Optimization
(CRO)
• Week 1: Introduction to Web Analytics
o Importance of web analytics
o Overview of Google Analytics
• Week 2: Setting Up and Using Google Analytics
o Setting up Google Analytics
o Tracking and analyzing data
• Week 3: Conversion Rate Optimization
o Understanding CRO
o Techniques to improve conversion rates
• Week 4: A/B Testing and Multivariate Testing
o Conducting A/B tests
o Using testing tools
Assessments:
• Weekly quizzes and assignments
• Monthly practical projects
• Final comprehensive project
Certification:
• Certificate awarded upon successful completion of all modules and assessments
Additional Resources:
• Access to digital marketing tools and platforms
• Guest Lectures from industry experts
• Participation in online forums and discussions
Reference Books
1. "Digital Marketing for Dummies" by Ryan Deiss and Russ Henneberry
This book covers the basics of digital marketing, including SEO, content marketing,
social media marketing, and more. It’s great for beginners and provides practical
tips and strategies.
2. "Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World" by
Gary Vaynerchuk
This book focuses on social media marketing and how to effectively communicate your
brand’s story across various social platforms.
3. "Contagious: How to Build Word of Mouth in the Digital Age" by Jonah
Berger
This book explores why certain things go viral and how you can use these principles
to make your content more shareable.
4. "Digital Marketing Excellence: Planning, Optimizing and Integrating Online
Marketing" by Dave Chaffey and PR Smith
A comprehensive guide that covers all aspects of digital marketing from planning to
execution and optimization.
5. "SEO 2023: Learn Search Engine Optimization with Smart Internet Marketing
Strategies" by Adam Clarke
This book provides up-to-date strategies and tips on SEO, suitable for both
beginners and advanced marketers.
6. "Influence: The Psychology of Persuasion" by Robert B. Cialdini
While not exclusively about digital marketing, this classic book offers valuable
insights into the principles of persuasion, which are crucial for effective
marketing.
7. "Building a StoryBrand: Clarify Your Message So Customers Will Listen" by
Donald Miller
This book emphasizes the importance of clear messaging and how to create a
compelling brand story that resonates with customers.
8. "Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success"
by Sean Ellis and Morgan Brown
This book focuses on growth hacking strategies used by some of the world’s
fastest-growing companies and how you can apply these techniques to your own digital
marketing efforts.
9. "The Art of Digital Marketing: The Definitive Guide to Creating Strategic,
Targeted, and Measurable Online Campaigns" by Ian Dodson
A detailed guide that covers various digital marketing tactics and strategies,
providing a solid foundation for creating successful campaigns.
10. "Epic Content Marketing: How to Tell a Different Story, Break through the
Clutter, and Win More Customers by Marketing Less" by Joe Pulizzi
This book delves into content marketing strategies, emphasizing the importance of
creating valuable and engaging content to attract and retain customers.
