This unit serves as a base for digital marketing program, introducing key tools and concepts. It’s designed to equip non-marketers to catch up with important marketing terms and foundational skills on marketing, graphics, and content with case studies to impart a deeper understanding and practical application throughout the course.

Module 1: Introduction to Marketing

• Purpose of Marketing
• Role of Marketing in an Organization
• 4Ps of Marketing
• STP (Segmentation, Targeting, Positioning)
• Market Size Evaluation & Competitor Analysis
• Types of Marketing Based on Media
• Important terms in marketing
• Traditional vs Digital Marketing

Module 2: Introduction to Digital Marketing

• Origin & Evolution, Role & Significance of Digital Marketing
• Why Digital Marketing?
• Digital Paid Ads Market
• Digital Marketing Models & Mindmap
• Digital Marketing Skills, Roles & Responsibilities
• Opportunities of jobs in company, agency, and freelancing
• Digital Marketing Resource Allocation (Agency vs Company)
• Short-term and long-term marketing strategies

Module 3: Key Concepts of Digital Marketing

• Organic and Paid Marketing
• SMM vs SEM vs SEO
• CLV, PPC, CPC, CPM, CPA, COCA, CTR etc.
• SWOT Analysis & Competitor Analysis
• AIDA Model, POEM Framework
• Buyer Persona & User Journey
• Channel & Budget Plan

Project: Build a Digital Marketing Strategy for business needs and industry (Case Studies)

Module 4: Behaviour Marketing

• What is behavioral marketing?
• Types of Behavioral Marketing
• Behavioral Marketing Segmentation
• Examples of Behaviour Marketing
• Behavioral Marketing Stats
• Benefits of Behaviour Marketing
• Implementing Behaviour Marketing

Module 5: Inbound Marketing

• What is Inbound Marketing?
• How Does Inbound Marketing Work?
• Inbound vs. Outbound Marketing
• Create an Inbound Marketing Strategy

Module 6: AI, Emerging Technologies and Automation

• How AI & Data Science has evolved in the Marketing Landscape
• AI tools and their integration with new age-digital marketing
• Understanding the impact of emerging technology
• Roles of AR, VR, and MR in Digital Marketing
• Scope of Artificial Intelligence in Digital Marketing
• Role shift of marketers and new opportunities for non-marketers and non-tech graduates

Module 7: Design Principles & Tools

• Brand Manual of a Company / Brand Guidelines
• Style Guide (How to build and its importance)
• UX (User Experience) Principles
• UI (User Interface) Principles
• UX vs UI and its use case in design
• CANVA hands-on to design a few designs

Projects: (1 Week)

1. Design Logo
2. Create a Single page post and a Carousal  (3 each)
3. Build Style Guide for your business/consultancy/agency
4. Create & build your personal portfolio accounts

Tools: CANVA, Color Palette Generator, Open AI – ChatGPT, Freepik, FlatIcon, Remove BG, Artvy-AI, Artbeeder, BlueWillow AI, Stable Diffusion, Behance, Adobe Portfolio

This unit provides extensive learning from basics of websites, domain, hosting, DNS records, SSL Certificate, and CDN, to Website design and development parameters, UI/UX, Architecture, Wireframes, WordPress CMS, WooCommerce, and Important plugins to build a portfolio of your work/business.

Module 1: Website Basics & Setup

• Why Website?
• Domain & Hosting
• Types of Hosting
• Domain Name Servers
• DNS Records – A, TXT, MX
• SSL Certificate
• CDN (content delivery network)
• Types of Website
• Domain, Sub Domain & Landing Page
• URL Structure
• TLD & SLD
• Architecture of Website
• Wireframe, Mockup & Prototype

Projects:

• Find a suitable domain for your website
• Presentation on Buying of hosting, DNS setup, SSL & CDN
• Create an architecture and wireframe for your website

Tools: WordPress, Cloudflare, GoDaddy, Bluehost, DNS Checker, Whois

Module 2: Building a Website without Coding

• Content Management Systems (CMS)
• CMS Settings, Setting up Home Page & Blogs Page
• WordPress, Plugins, and Theme
• Hands-on with Elementor theme builder
• Navigation bar, Footer & Widgets
• Alt Text and adding alt text to Images
• Generating user access to the website
• Difference between Pages & Posts
• Landing page using Elementor
• Woocommerce, Contact Forms
• Building an eCommerce website with Shopify

Module 3: Chatbot Setup on Website

• Use cases & benefits of Chatbot
• Overview of chatbot platforms
• Step-by-step chatbot installation, configuration & setup
• Setting up automated response and conversation flow
• Managing clients with chatbots

Projects: (1 week)

• Build a website of 4-5 pages
• Setup form responses
• Setup Chatbot

Tool: WordPress, WooCommerce, Shopify, Elementor, Twak.io, WP-Chatbot, ChatGPT, UnBounce

Content is the king of digital marketing, driving marketing success. However, it often suffers from poor management. Content can truly reign if it’s driven by engagement and visibility. In this unit, you will master content writing and management using essential tools like keywords, SEO, and readability to make your content more engaging and valuable to your audience.

Module 1: Keyword Research

• Importance in Content Writing
• How Search Engines Use Keywords
• Short-Tail vs. Long-Tail Keywords
• Brainstorming Keywords
• Keyword Research Tools
  • Google Keyword Planner
  • Google Trends
  • Ubersuggest
• Search Intent and User Behavior
• Related Keywords
• LSI (Latent Semantic Indexing) Keywords
• Evaluating Keywords
  • Search Volume
  • Keyword Difficulty
  • Relevance
• Long-Term Keyword Strategy

Projects:

• Study competitor content and target keywords
• Identify your niche and generate a list of keywords for your content

Tools: Google Keyword Planner. Google Trends, Ubersuggest

Module 2: Content Planning & Distribution

• Setting brand tonality
• Topic Clusters & Pillar Content
• Identifying Missing Topics and Keywords
• Creating content themes for marketing
• Skyscraper technique of content writing and planning
• Creating a content calendar and distribution plan

Projects:

• Create a content calendar with cluster and pillar content topics
• Identify the keyword ideation with content subtopics
• Create a content distribution plan

Tools: Google Trends, Ubersuggest, Answer The Public, ChatGPT

Module 3: Content Writing (Blogging)

• User demographic, psychology, pain points & search intent
• Types of content – Informational, Navigational, Engagement
• Writing impactful and thoroughly researched content
• Optimise content for search engines:
  • Effective headline with SEO
  • Keyword distribution
    • Title
    • Introduction and Conclusion
    • Throughout the Body
    • Keyword Stuffing
  • Heading tag distribution
  • Active voice vs Passive voice
  • Transition word-optimized usage
  • Using tools for content optimization
    • Grammarly
    • Hemmingway Editor
    • Word Counter
    • Ubersuggest
    • Answer the Public
    • Google Rich snippet – People also ask
• Readability and User Experience
• Posting blog content on the Blog post using WordPress
• Generating niche blogging content using Medium

Projects: (1 Week)

• Write 5 blogs on your niche
• Post the blogs on the website using WordPress CMS

Tools: Open AI – ChatGPT, Copy.ai, WriteSonic, Shortly AI, Describe for eCommerce, WordTune, Ubersuggest, Grammarly, Hemmingway Editor, Answer the Public, WordPress, Quillbot, SmallSEOTools, Medium

SEO; search engine optimization is that friend of a digital marketer that helps him rank on the mighty search engines like Google, YouTube, Bing, etc. without charging for the ranks. In fact in paid marketing too, if the landing page is effectively optimized, the chances of ranking the page for a keyword with relatively lower bidding is possible.

Module 1: Introduction to SEO

• What is SEO & its importance
• How search engine bots discover websites & pages
• Roles and responsibilities of the SEO team
• What is On-Page SEO and Off-page SEO
• Domain Authority, Page Authority & Spam Score
• Inbound Link / Link Building
• Outbound Link / External Link and Internal Link

Tools: Moz, Semrush

Module 2: Keyword Research

• Importance of Keywords
• How Search Engines Use Keywords
• Short-Tail vs. Long-Tail Keywords
• Brainstorming Keywords
• Related Keywords
• LSI (Latent Semantic Indexing) Keywords
• High-Impact Keywords for Quick Wins
• Long-Term Keyword Strategy
• Evaluating Keywords

Tools: Keyword Planner, Ubersuggest, Google Trends

Class Hands-on:

• Perform competitor analysis for optimized keywords
• Identify keywords for each page/blog of your website

Module 3: On-Page SEO

• Keyword
  • Focused Keyphrase
  • Related Keyphrase
  • Synonyms
• Keyword Distribution
  • Title
  • Meta Description
  • Introduction & Conclusion
  • Entire page/content
• Keyword Frequency & Keyword Stuffing
• Title – Headline SEO optimization
• Keyword-rich Meta description
• Headline Tag Optimization
• Anchor Text
• External/Outbound linking
• Internal Linking
• Structured data and its importance
• Optimize your content for voice search

Tools: Yoast SEO, Rankmath, Keyword Planner, WordPress

Project: Perform SEO on each website page and blog on your website

Module 4: Technical SEO

• Domain optimization
• URL Optimization & Structure
• Redirections
• Breadcrumbs
• Meta Tags
• No-Index Meta tag
• Heading Tags (H1 to H6)
• Anchor text optimization
• Image Alt Text & Title Optimization
• Internal Linking & External Linking
• Do-Follow & No-Follow
• SSL Certificate – Secure Sockets Layer
• Sitemap: Site structure & navigation
• XML Sitemap creation & submission
• Robots.txt
• Canonical Tags / URLs
• Schema Markup, Feature Snippet
• Mobile Responsiveness
• Page speed Optimizations
  • Image Compression
  • Lazy Load
  • Browser Caching
  • Minifying CSS, JavaScript, and HTML
• Google Search Console for Indexing

Tools: Yoast SEO, Google Search Console, Elementor, WP Optimizer, WP Rocket, SSL, Upscalepics, Sqoosh

Project: Perform technical SEO on your website

Module 5.0: Off Page SEO

• Introduction to Off Page SEO
• Importance of Link Building for Domain Authority (DA)
• Writing optimized content for off-page submissions
• Do Follow Vs No Follow Links
• High-Quality vs. Low-Quality Links
• Creating & Promoting Link-Worthy Content
• Link Building Off-Page SEO Activities
  • Search Engine Submissions
  • Business Listing
  • Directory Submissions
  • Social Bookmarking
  • Classified Submissions
  • PDF/PPT Submissions
  • Article/Blog Submissions
  • Press Release Submissions
  • Image/Infographic Submissions
  • Video Submissions
  • Forum Submissions
  • Blog Commenting
  • Guest Posting
  • Local Business Listing (Google)
  • Web 2.0
• Connect Off-page SEO with Local Listing and Social Media

Module 5.1: Community Engagement

• Creating group/community on social media groups
• Building groups and communities on Forums/Q&A Sites
• Contributing valuable content and discussions in forums/groups

Module 5.2: Online PR and Brand Mentions

• Building Relationships with Media
• Monitoring & Managing Brand Mentions

Tools: Moz, Semrush, Ahref, Screaming Frog

Projects: (2 Weeks)

1. Competitor Analysis for Link building strategy
2. Perform 10 off-page backlinking for at least 5 SEO activities

Module 6: SEO Audit (20 Hours)

• Off-Page Competitor Analysis for Traffic sources, backlinks & blogs
• Google Analytics
• Backlinks Analysis
• Engagement Metrics
• Broken/Dead Link Analysis
• Bounce Rate and Dwell Time
• Page Speed Insights & GTMetrics
• Google Search Console for Crawling Insights
• Domain Authority, Page Authority & Spam Score
• Track user behaviour using Hotjar
• Traffic Demographics
• DNS propagation
• Organic traffic

Tools: Google Analytics 4, Google Search Console, SimilarWeb, SEMrush, MOZ, Screaming Frog, Ahref, Google PageSpeed Insights, Lighthouse, GT Metrics, HotJar, WordStream, SEO Site Checkup, SE Ranking

Google Analytics

Google Analytics Walkthrough, How to Set Up Google Analytics, Google Analytics Dimensions and Metrics, Hierarchy in Google Analytics, Account Setup, Property Setup, View Setup, Integration with Website, Admin Panel Navigation, Custom Reports, Share/Download Reports, Acquisition Reports, Behavior Reports, Conversion Reports, Audience Report, Performance Metrics using Google Analytics – Sessions, Visits, Users, Average time on page, Bounce Rate, Exit Rate, Understanding Data patterns, Outliers, Trends, Graphing & Visualization, Setting up calculated fields, Pivots, and filters

Google Tag Manager

Google Tag Manager – Setup, Events, Triggers, Data Layers, Analytics Reporting – Linking to other platforms such as AdWords, Search Console, Setting up Dashboards, Templates, Behavior Flow checks, Terminology – Pixel tracking, Attribution, Sampling, Enhanced Ecommerce, Google Data studio Setup – reporting, automatic email setup, Alerts, Outlier/anomaly detection

A local or a global business can become quick success with help of right influencers and affiliates at its side. In this unit you will learn to build affiliate program and influencer management for your client/business.

Module 1: Influencer Marketing

• What is Influencer Marketing?
• Developing an influencer marketing strategy
• Identifying right Influencers
• Building Partnerships with Influencers
• Measuring Influencer Impact

Module 2: Affiliate Marketing

• What is affiliate marketing?
• How to get started with affiliate marketing
• Commission structures in affiliate programs
• Types of Affiliate Marketing Programs
• Affiliate Networks
• How to manage & handle Affiliates
• Affiliate tracking on a website
• Detecting & handling fraudulent affiliate transactions
• Steps to Become an Online Affiliate Marketer (Freelancing)

Tools: Website, Social Media, Canva AmazonAssociates, ShareASale

Projects:

1. Identify influencers in a business & draft a welcome email
2. Identify opportunities for affiliate marketing activities

The most important advantage of digital marketing over traditional is the capability to measure performance with analytics tools. This module will help in building a key understanding of marketing analytics.

Module 1: Google Analytics

• Importance of Web Analytics for Business
• Google Analytics Interface Walkthrough
• Set Up Google Analytics Accounts
• Dimensions and Key Metrics
• Real-time reporting
• Monitoring user activity in real-time
• Audience Report
• Behavior Report
• Goal Setup and Tracking
• Custom reports and dashboards
• Segments & Filter
• Event Tracking
• Reporting &Visualization
• Performance Metrics using Google Analytics

Hands-on practice:

• Set up Google Analytics
• Analyze and build reports on Google Analytics
• Share reports

Tools: Google Analytics 4, GTM, Google Search Console

Module 2: Google Search Console

• Overview of Google Search Console
• Key Features & Benefits
• Creating a Search Console Account
• Verifying Website Ownership
• Google Search Console Walkthrough
• Indexing pages with console
• Performance Report
• Analyzing search data
• Submitting a Sitemap
• Linking Google Analytics with Search Console
• Optimizing for SEO

Hands-on practice with Google Search Console

Module 3: Google Tag Manager

• Introduction to Google Tag Manager
• Setting up Google Tag Manager
• Tag Implementation
• Triggers & Variables
• Setting up Dashboards
• Enhanced Conversion Tracking

Hands-on practice with Google Tag Manager

This unit covers two of the most used and advance analytics tools that can be utilized for customized digital marketing analytics.

Module 1: Excel for Analytics

• Introduction to Excel for Analytics
• Understanding the ribbon, workbook, and worksheet
• Using basic formulas (SUM, AVERAGE, COUNT)
• Formatting cells, rows, and columns
• Using conditional formatting for data insights
• Removing duplicates, handling missing values
• Using Text to Columns and Flash Fill
• Filtering data to find specific information
• VLOOKUP, HLOOKUP, INDEX, MATCH
• Using LEFT, RIGHT, MID, LEN, CONCATENATE, TEXTJOIN
• Data Validation & Delimiting Data
• PivotTables and PivotCharts
• Charts & Graphs for Data Visualization

Tools: MS Excel & Power BI

Module 2: Power BI

• Introduction to Power BI
• Analytics Data Preparation
• Clean & load data in Power BI
• Visualization Techniques
  • Different types of visualizations
  • Creating interactive and dynamic visualizations
  • Formatting and customizing visual elements
• Advanced Analytics in Power BI
  • Utilizing slicers and filters for data exploration
  • Tabular Data formatting, calculation, and analysis
  • Cards, Slicers, Filters & Drills
  • Modeling in Power BI
• Designing Interactive Dashboards

• Combining multiple visualizations into dashboards
• Creating interactive elements: filters, bookmarks, and buttons
• Designing user-friendly and intuitive dashboards

• Power Query

• Using Text, Date & Number Functions in Power Query
• Appending & Merging Sheets in Power Query
• Autofill, Grouping, Transpose, Un-pivot in Power Query
• Manipulating columns in Poer Query
• Applying business intelligence best practices

• Design Power BI Reports
• Connecting Power BI to SQL
• Create, Share, and Collaborate on Power BI Dashboards

Project (1 Week)

Sales Data Analysis – Learn to visualize data to find patterns & insights using interactive charts

This unit will help the students go beyond just posting on social media channels to get better engagements and increase followers. This will be achieved with social media planning, channel optimization, hashtag strategy, and backlinks.

Module 1: Introduction to Social Media

• Importance of Social Media Marketing
• Brand Guidelines and the Brand’s Goal
• Key Concepts of Social Media
• Aligning the Target Group
• Best Practices for the Brand
• Establishing SMART goals
• Aligning social media goals with business objectives
• Identifying fake followers and optimization
• Influencers Partnerships

Module 2: Social Media Optimization

• Overview of Social Media Platforms
• Creating and optimizing social media profiles
• Importance of consistency in branding
• Facebook: Page setup, cover photo, tabs, and call-to-action buttons
• Instagram: Bio, highlights, story setup
• Twitter: Profile setup, bio, pinned tweets
• LinkedIn: Company page setup, showcase pages, and employee engagement
• YouTube: Channel setup, video optimization, thumbnails, and playlists

Tools: YouTube, Facebook, Instagram, Twitter, LinkedIn, LinkTree

Module 3: Social Media Planning

• Understanding platform-specific audiences and features
• Researching your audience and competitors
• Tools for social media scheduling
• Defining content pillars and themes
• Planning content cadence and frequency
• Setting campaign objectives and KPIs
• Planning and executing social media campaigns

Module 4: Social Media Content Creation

• Analyze social media platforms for specific industry
• Draft compelling content for the particular platform
  • LinkedIn content strategy
  • YouTube Script for short and long videos
  • Instagram content creation strategy
• Creating compelling images and videos as per the content plan

Tools: Copy.ai, ChatGPT, NaturalReader, text2speech, BitLy, Powtoon, WellSaid, Canva, StableDiffusion, InVideo, InShot

Module 5: Social Media Posting

• Tailoring captions to different platforms and audiences
• Best practices for writing engaging captions
• Importance of hashtags in social media marketing
• Finding and using the right hashtags
• Using keywords and hashtags for visibility
• Leveraging SEO best practices for social media content
• Encouraging interactions through posts
• Responding to comments and messages

Tools: Buffer, Hootsuite, Meta, LinkedIn, YouTube, Tweetdeck

Module 6: Social Media Analytics & Key Metrics

• Importance of tracking and measuring performance
• Overview of social media analytics tools (native and third-party)
• Reach, impressions, and engagement
• Click-through rates (CTR) and conversion rates
• Audience growth and demographics
• Platform Specific Analytics:
  • Facebook Insights
  • Instagram Insights
  • Twitter Analytics
  • LinkedIn Analytics
  • YouTube Analytics
• Interpreting analytics data
• Fake Follower Check
• Analyzing data with Excel
• Making data-driven decisions

Project: (2 weeks)

• Creating a social media strategy for a business / personal
• Developing a one-month social media calendar
• Create 90 Posts for a month-long calendar
• Generate effective captions with SEO optimization
• Post the content on Social Media channels regularly
• Track & analyze social media campaigns

Tools: Facebook Insights, Instagram Insights, LinkedIn Page Analytics, YouTube Studio, VidIQ, Keepvid, Loom, VidTao, Fake Follower Check, Twitter Analytics

This unit is designed to provide students with comprehensive knowledge and practical skills needed to create, manage, and optimize Google Ads campaigns

Module 1: Introduction to Google Ads 

• Overview of Search Engine Marketing
• Introduction to Google Ads & how it works
• Benefits of using Google Ads for businesses
• Key terminologies: CPC, PPC, CTR, CPA, Quality Score, etc.
• Setting Up a Google Ads Account
• Campaign Types and Objectives
• Ad campaign structures

Module 2: Keyword Research for Ad Campaign

• Importance of Keywords in Ad Campaigns
• How Search Engines Use Keywords
• Short-Tail vs. Long-Tail Keywords
• Positive vs. Negative Keyword
• Broad Match Keyword
• Phrase Match Keyword
• Exact Match Keyword
• Broad vs Phrase vs Exact match keywords
• Brainstorming Keywords
• Keyword Research Tools
• Search Intent and User Behavior
• Evaluating Keywords
  • Search Volume
  • Keyword Difficulty
  • Relevance
• High-Impact Keywords for Quick Wins

Tools: Google Trends, Google Keyword Planner

Module 3: Competitor Research for Ad Campaign 

• Analyzing competitors’ ads & strategies 
• SpyFu for competitor analysis
• Using competitor analysis for campaign improvement

Module 4: Strategies for Paid Campaign

• SEO & Readability for landing page
• Use of interactive media – graphics/videos on landing pages
• The need & scarcity generation technique for persuasion
• The Theory of Cognitive Dissonance
• Persuasion principle
• Principle of reciprocal concessions

Module 5: Setting up Ad Campaign

• How Does Search Campaign Work?
• Google Ads Best Practices
• Optimizing Your Keywords Strategy for Ads
• Best practices to write compelling ad copy
• Optimized display and video ad creatives
• Creating ad creatives using ChatGPT and Canva
• Setting up
  • Search Ad Campaign (SERP Text Ad)
  • Display Ad Campaign (Banner Ad)
  • Video Ad Campaign (YouTube Ad)
  • App Ad Campaign
  • Shopping Ad Campaign
  • Demand Gen Ad Campaign
  • Performance Max Ad Campaign
  • Smart Ad Campaign
• Awareness & Consideration Ad Campaigns
• Local Shop Visit & Promotions Ad Campaign
• Setting up dynamic ads

Module 6: Targeting and Bidding Strategies

• Audience targeting
• In-market, Affinity, Custom Audience targeting
• Setting up location targeting
• Demographic targeting to refine the audience
• Bidding Strategy
  • Bidding options – Manual/Enhanced CPC, Target CPA
  • Choosing the right bidding strategy
  • Best practices for marketing, budget allocation, tracking, and analyzing the performance of your competitors using Auction Insights

Module 7: Campaign Optimization

• Using Quality Score to improve ad performance
• Techniques for optimizing ad copy and creatives
• Landing Page Optimization
• Best practices for creating high-converting landing pages
• Setting and adjusting budgets
• Setting targets using CRO Benchmark

Module 8: Analyzing Campaign Data and Reporting 

• Using Google Ads reports to measure performance
• Linking Google Ads with Google Analytics
• Creating custom reports in Google Ads
• CRO & CRO Analytics

Module 9: Advanced Google Ads Strategies 

• Conversion tracking
• Remarketing Campaigns
• Dynamic Search Ads
• Lookalike Audience

Tools: Google Ads, ChatGPT, Canva, Google Analytics 4, SpyFu 

Projects (1 Week)

• Students will create and manage a comprehensive Google Ads campaign, including keyword research, ad creation, targeting, bidding, and optimization.
• Case studies of business & industry flourished with Ad campaigns

In this unit, we’ll delve into the knowledge & skills needed to create, manage, and optimize advertising campaigns on major social media platforms, including Facebook, Instagram (Meta), and LinkedIn.

Module 1: Introduction to Social Media Advertising

• Social Media Marketing Strategy Building
• Key benefits and challenges of social media ads
• Overview: Facebook, Instagram, LinkedIn, YouTube
• Aligning ad objectives with business goals

Module 2: Meta Ads – Facebook & Instagram Ads

• Overview of Facebook Ads Manager / Meta Business Suite
• Link your Facebook Page to your Meta Business Suite
• Create a Facebook Ad Account
• Integrating Instagram with Facebook Ads Manager
• Ad formats and placements (For FB & Insta)
• Campaign objectives and types
• Structuring campaigns, ad sets, and ads
• Platform-specific (FB & Insta) targeting options
• Facebook Pixel
• Audience Targeting
  • Custom Audiences
  • Lookalike Audiences
  • Interest-based targeting
  • Behavioral targeting
• Best practices for ad copy and creatives
• Effective ad formats (image, video, carousel, slideshow)
• Designing compelling visuals for Instagram ads
• Best practices for Stories, Reels, and IGTV ads

Module 3: LinkedIn Ads Campaign

• Overview of LinkedIn Campaign Manager
• Create an ad account in the LinkedIn Campaign Manager
• Ad formats and placements
• Campaign types on LinkedIn
• LinkedIn Campaign Structure
• Campaign objectives and types
• Structuring campaign groups, campaigns, and ads on LinkedIn
• LinkedIn’s professional targeting options
• Creating custom target audiences
• Designing LinkedIn ad creatives
• Best practices for LinkedIn ad copy
• LinkedIn Insight Tag
• Audience Targeting
  • Custom/Matched Audiences
  • Lookalike Audiences
  • Interest-based targeting
  • Attribute targeting

Project: Students will develop and manage comprehensive ad campaigns on the covered platforms, demonstrating their ability to create, optimize, and report on the campaigns.

Tools: Meta Business Suite, Facebook Ad Manager, LinkedIn Campaign Manager, Keyword Planner, Google Ads, Google Analytics 4

YouTube is the biggest search engine for Videos in current times. Ranking organically as well as on Ads is one of the most important campaign strategy for businesses.

Module 1: YouTube Ad Campaign (Using Google Ads)

• The importance of video ads and the effectiveness of YouTube Ads
• Integrating YouTube with Google Ads
• YouTube Ad formats:
  • Skippable Video Ads
  • Non-Skippable Video Ads
  • Bumper Ads
  • Display Ads
  • Overlay Ads
  • In-Feed Video Ads
  • In-Stream Ads
• Campaign objectives specific to YouTube
• Structuring ad sets and ads for YouTube
• Audience Targeting on YouTube
  • Using Google Ads targeting options for YouTube
  • Leveraging YouTube-specific targeting features
• Creating compelling video ads
• Best practices for different ad formats
• Techniques for optimizing ad copy and creatives
• Using A/B testing to improve ad performance
• Allocating budgets across campaigns for optimal performance
• Choosing the right bidding strategy
• Using ad scheduling to maximize performance
• Advanced Marketing on YouTube
  • Remarketing Campaigns
  • Lookalike audience
  • Custom audience

Module 2: Analyzing Campaign Data and Reporting

• Platform-specific analytics tools
• Key metrics to track and analyze for each platform
• Analyzing Reports on:
  • Facebook Ad Manager
  • LinkedIn Campaign Manager
  • Google Analytics for YouTube
• Interpreting analytics data
• Making data-driven decisions
• Improvement of ad campaigns

Project: Create YouTube Ad Campaign demonstrating ability to create and optimize Ad Campaign on YouTube.

Tools: YouTube Advertising, YouTube Studio, YT Create, NaturalReader, text2speech, Powtoon, WellSaid, Canva, StableDiffusion, InVideo

In the email marketing unit, students are equipped with practical skills in email marketing, drip marketing, and email automation. Students can create, manage, and optimize email campaigns to nurture leads, engage customers, and drive conversions.

Module 1: Introduction to Email Marketing (24 Hours)

• Overview of email marketing
• Benefits & Challenges of Email Marketing
• Types of Email Marketing Campaigns
• Bulk Email Marketing Tools (Free & Paid)
• Choosing the right email marketing tool

Module 2: Email Marketing Tool Setup (24 Hours)

• Setting up an email marketing account
• Navigating the tool dashboard
• Setting up account preferences and settings
• Email List Building Strategies
• Lead Collection Forms
• Best practices for list segmentation
• Importing and exporting contacts
• List hygiene: removing inactive subscribers, managing bounces

Module 3: Crafting Effective Email (24 Hours)

• Introduction to Email Automation
• Best practices for email design
• Choosing the right Email Template
• Creating mobile-friendly email 
• Writing a Compelling Email
• Best practices for subject lines and preheader text
• Crafting engaging email body content
• Using CTAs effectively
• Incorporating images and videos
• Designing buttons and other interactive elements
• Email Scheduling
• Generating & Analyzing Email Campaign Reports

Module 4: Email Automation (24 Hours)

• Drip Marketing
  • What is Drip Marketing?
  • Setting goals and objectives
  • Writing and Designing Drip Emails
  • Welcome & Lead nurturing campaigns
  • Follow-up emails
• Email Automation
  • Benefits of email automation
  • Common automated workflows
  • Trigger-based automation: actions and events
  • Designing workflows with visual builders
  • Setting up triggers, actions, and conditions
  • Launching automated workflows
• Advanced Email Automation Techniques
  • Using behavioral data to trigger emails
  • Personalizing emails based on user data
  • Setting up A/B tests for emails
  • Analyzing test results and optimizing campaigns

Module 5: Analyzing Email Campaigns(24 Hours)

• Key metrics to track and analyze
• Using email marketing platform analytics tools
• Generating Reports
• Making data-driven decisions for optimization

Project (1 Week)

• Creating a comprehensive email marketing campaign with list building, campaign creation, drip marketing sequence, and automation workflow
• Developing a drip marketing sequence
• Setting up an automated workflow

Tools: Mailchimp, GetResponse, Canva, ChatGPT, Zoho CRM

NOTE: Certificates for students will be released at this point.

A student is practically ready if he can identify the gaps and perform each task effectively connecting the dots in different digital marketing processes. This unit is designed to help students perform a comprehensive evaluation of a brand’s current position in the market, assessing brand identity, customer perception, market performance, and competition to provide strategic insights for enhancing brand value and effectiveness.

Project: Industry Brand Audit

• Choose an industry and list 5-10 companies in the industry
• Identify parameters for Brand Audit of a Company basis:
  • Website
  • Search Engine Optimization
  • Search Engine Marketing
  • Social Media Marketing
• Perform Website Audit for UI/UX & Branding of the website
• Create a thorough SEO analysis
  • On-Page SEO Analysis
  • Off-Page SEO Analysis
• Analyze all brands for Social Media Marketing on each platform
• Perform ad analytics for each brand
• Score and create a Perceptual Map of Brands
• Identify the improvement areas for each brand and industry
• Prepare a thorough report for submission (Case Study)