Programme Coverage for Digital Marketing

MODULE 1: Overview of Digital Marketing

  • 1.1 Introduction
  • 1.2 What is Digital Marketing?
  • 1.3 Types of Digital Marketing
  • 1.4 Why Digital Marketing wins over traditional marketing

MODULE 2: Email Marketing

  • 2.1 Deliverability
  • 2.2 Effective Email Content
  • 2.3 Customer Acquisition Strategies
  • 2.4 Effective Creativity
  • 2.5 Nurturing and Automation
  • 2.6 Resources to do situational analysis and Progressive Updates

MODULE 3: Search Engine Marketing

  • 3.1 SEM Overview
  • 3.2 Pay Per Click Overview
  • 3.3 Strategising PPC Campaigns
  • 3.4 Market Analysis
  • 3.5 Ad Writing Techniques
  • 3.6 Campaign Management
  • 3.7 Bid Management Plan
  • 3.8 Effective Landing Pages
  • 3.9 Performance Tracking
  • 3.10 Decipher User Psychology
  • 3.11 Reporting & Analysis
  • 3.12 SEM Management
  • 3.13 Testing

MODULE 4: Search Engine Optimization

  • 4.1 On-page Optimization
  • 4.1.1 Keyword Research with Google Keyword Planner
  • 4.1.2 How to Select a Domain Name?
  • 4.1.3 Page and Folder Naming {URL Structuring}
  • 4.1.4 Image Naming, Image Title and ALT Tags
  • 4.1.5 What are Meta Tags
  • 4.1.6 Redirection Tags Headings Tags {H1 to H6}
  • 4.1.7 Author SEO Friendly Content Writing
  • 4.1.8 Anchor Text, Link Title
  • 4.1.9 Robots.txt file use and creation
  • 4.1.10 HTML Sitemap creation
  • 4.1.11 XML Site Map Creation
  • 4.1.12 ROR.txt sitemap
  • 4.1.13 Site Tracking Tools (Google Webmaster Tool, Google Analytics Tool)
  • 4.1.14 Alexa and Alexa Integration


  • 4.2 Off-Page Optimization
  • 4.2.1 What are Backlinks?
  • 4.2.2 Why Backlinks are Important? How to Get Backlinks?
  • 4.2.3 Difference Between Do-Follow and No- Follow Backlinks
  • 4.2.4 What is Google Page Rank?
  • 4.2.5 How to Increase Page Rank?
  • 4.2.6 Search Engine Submissions Directory Submissions Article Writing and submissions
  • 4.2.7 Press Release writing and submissions
  • 4.2.8 Blog Posting and comment writing
  • 4.2.9 Classifieds posting Forum Posting
  • 4.2.10 Business Listing
  • 4.2.11 Social Bookmarking
  • 4.2.12 Social Networking
  • 4.2.13 RSS Feeds

MODULE 5: Social Media Marketing

  • 5.1 Why care about Social Media?
  • 5.2 Creating Facebook Marketing Strategy
  • 5.3 Demystifying Community Building on Facebook
  • 5.4 Twitter: The jewel in the Social Media crown
  • 5.5 Creating Twitter Marketing Strategy
  • 5.6 Leveraging LinkedIn for B2B Lead Generation
  • 5.7 Discussion on other Social Media channels
  • 5.8 Measuring ROI of Social Media
  • 5.9 Planning & Creating Multi-Channel Social Media Strategy

MODULE 6: Web Analytics

  • 6.1 Introduction Google Analytics
  • 6.2 Content Performance Analysis
  • 6.3 Visitors Analysis
  • 6.4 Goals & Ecommerce Tracking
  • 6.5 Social Media Analytics
  • 6.6 Actionable Insights and The Big Picture
  • 6.7 Social CRM and Analysis