• 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
• SMM vs SEM vs SEO

• Origin & Evolution of Digital Marketing
• Role & Significance of Digital Marketing in an Organization
• Why Digital Marketing?
• Digital Paid Ads Market
• Importance of Organic Marketing
• Digital Marketing Mindmap
• Digital Marketing Models
• Digital Marketing Skills, Roles & Responsibilities
• Opportunities of jobs in company, agency, and freelancing

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

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

• 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

https://blog.hubspot.com/marketing/what-is-behavioral-marketing

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

• 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 Augmented Reality, Virtual Reality and Mixed Reality in Digital Marketing
• Scope of Artificial Intelligence in Digital Marketing
• Role shift of marketers and new opportunities for non-marketers and non-tech graduates

• 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 portfolio accounts and build profiles (Behance, Adobe Portfolio)

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

• 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

• Importance of Keywords in SEO & Content
• 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
• Keyword Research Tools
  • Google Keyword Planner
  • Google Trends
  • Ubersuggest
• Evaluating Keywords
  • Search Volume
  • Keyword Difficulty
  • Relevance

Tools Covered: Google Keyword Planner. Google Trends, Ubersuggest

Class Hands-on:

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

• Setting brand tonality
• Topic Clusters & Pillar Content
• Finding the right topic content and pillar content for blogs
• Identifying Missing Topics and Keywords
• Creating content themes for marketing
• Skyscraper technique of content writing and planning

Projects:

• Create a content list cluster and pillar content topics
• Identify the keyword with content subtopics & related keywords

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

• User demographic, psychology, pain points & search intent
• Types of blogs – Informational, Navigational, Engagement
• Writing impactful and thoroughly researched content
• Optimise content for search engines:
  • Keyword
    • Focused Keyphrase
    • Related Keyphrase
    • Synonyms
  • Effective headline with SEO optimization
  • Keyword distribution
    • Title (Headline SEO Optimization)
    • Meta Description
    • Introduction and Conclusion
    • Throughout the Body
  • 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
• Keyword Frequency & Keyword Stuffing
• Keyword-rich Meta description
• Headline Tag Optimization
• Anchor Text
• External/Outbound linking
• Internal Linking
• Structured data and its importance
• Posting blog content on the Blog post using WordPress
• Generating niche blogging content using Medium

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

Project: (1 Week)

1. Write 5 blogs on your niche
2. Post the blogs on the website using WordPress CMS
3. Perform SEO on each website page and blog on your website

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

Project: Perform technical SEO on your website

• 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

• 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
• Online Reputation Management – ORM
  • The Customer Feedback Loop
  • Nature of Comments (Transactional, Complaint, Compliment, Feature Request, Claim, Referral, Engagement)
  • Categorizing Customer Feedback
  • Acting On Customer Feedback
  • Responding to Crisis & Damaging Situations – Best Practices
  • Turning Problems into Opportunities
  • Social Listening
• 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

• GMB importance and usage
• GMB Account creation
• Google My Business Optimization
• NAP Standardization
• Building and Managing Local Citations
• Reviews & Reputation Management
• Encouraging and Responding to Reviews
• GMB Updates, Products & Services

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

• 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 Covered: Moz, Semrush, Ahref, AmazonAssociates, Google My Business, Google Console, Screaming Frog, ShareASale

Projects: (2 Weeks)

1. Perform 10 off-page backlinking for at least 5 SEO activities
2. Create and optimize a GMB page
3. Identify influencers in a business & draft a welcome email
4. Identify opportunities for affiliate marketing activities

• 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 Covered: 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

• 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

• 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

• 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 Covered: 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

• 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,

• 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 Covered: Buffer, Hootsuite, Meta, LinkedIn, YouTube, Tweetdeck

• 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 fictional brand / your brand / for yourself
• 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

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

• 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

Tools Used: Meta Business Suite, Facebook Ad Manager, Instagram Ads, InShot, Canva

• 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

Tools Used: LinkedIn Campaign Manager, Canva

• 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

Tools Used: YouTube Advertising, Keyword Planner, Google Ads, Google Analytics 4, YouTube Studio, YT Create, NaturalReader, text2speech, Powtoon, WellSaid, Canva, StableDiffusion, InVideo

• 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

• 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

• 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
  • Google Keyword Planner
  • Google Trends
• Search Intent and User Behavior
• Evaluating Keywords
  • Search Volume
  • Keyword Difficulty
  • Relevance
• High-Impact Keywords for Quick Wins

Tools: Google Trends, Google Keyword Planner

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

• 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

• 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

• 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

• 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

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

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

Tools Covered: 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

• 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 Used: Google Analytics, GTM, Google Search Console

• 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