Diploma in Digital Marketing

Course Outline
 Diploma in Digital Marketing

What You Learn?

The only digital marketing training program where you get in-depth knowledge of all the
17 modules of digital marketing with practical hands-on exposure.

1. Digital Marketing Overview

2. Website Planning & Creation
3. Search Engine Optimization (SEO)
4. Lead Generation For Business
5. PPC Advertising Google Adwords
6. Google Analytics
7. Online Display Advertising
8. Ecommerce Marketing
9. Content Marketing
10. Online Reputation Management
11. Affiliate Marketing
12. Social Media Marketing
13. Creating Digital Marketing Strategy
14. How To Grab Freelancing Projects?
 Diploma in Digital Marketing

Digital Marketing Overview

 What is marketing?
 What is digital marketing?
 Understanding Marketing Process.
 Why Digital Marketing wins over traditional Marketing?
 Understanding Digital Marketing Process

o Visitors Engagement

 What is engagement?
 Why it is important?
 Examples of engagement

o Bringing Targeted Traffic

 Inbound
 Outbound

o Converting Traffic into Leads

 Types of Conversion
 Understanding Conversion Process
o Retention
 Why it is Important?
 Types of Retention
o Performance Evaluation
 Why it is Important?
 Tools Needed
 Diploma in Digital Marketing

Module One (Three Months)

Website Planning & Creation
 Understanding Internet o Different types of banner ads
 Difference between Internet & web o Storyboarding your ad
 Understanding domain names & domain extensions o Screen resolution issue
 What is web server & web hosting
 Different types of websites
o Based on static
o Based on dynamic

 Planning & Conceptualizing a Website

o Booking a Domain Name & webhosting
o Adding domain Name to web Server
o Adding webpages & content
o Adding Plugins

 Building website using CMS

o Identifying objective of website
o Deciding on Number of Pages Required
o Planning for Engagement Options

 WordPress

o What is Web Hosting

o What is HTTP & FTP?
o Installing WordPrss
o What is WordPres?
o One Click Installaiton
o Login
o Brief Overview of Admin Panel
o Update General Setting; Privacy, User Profile.
o WrodPress with Search Engines Optimization
o SEO based URL.
o Categorizing Your Posts
o Best Practices when linking
o Great E-commerce Template with Woocommerce
o installing Woocommerce Plugin
o Define Settings
o Add Products Categories, New Products, Price and Shipping etc.
o WrodPress Theme Installing
o Preview and install a new theme
o Create & add a new Logo
o Create Pages
o Set up a static home Page
o Create a blog page to display all Posts (articles) etc.
o Create Pages – about us, contact us , map Trash Pages
 Diploma in Digital Marketing

o Sharing your content on other social networks

o Posting to Twitter, Facebook
o Adding Share Buttons
o Adding a newsletter
o Blog, Add Post, Delete a post, Add Widgets, Media
o Define Payment method Orders, Currency, Billing, Apply Woocommerce in your theme
 Diploma in Digital Marketing

Search EngineOptimization(SEO)
 What is SEO?  Top tools for SEO
 Introduction to SERP  Monitoring SEO process
 What are search engines?  Preparing SEO reports
 How search engines work  How to create SEO Strategy for your business
 What are keywords?  What is link juice?
 Different types of keywords  Importance of domain and page authority
 Google keyword planner tool  How to optimize exact keywords for your
 Keywords research process business
 Understanding keywords mix  What is Google Panda Algorithm?
 What is Google Penguin?
 On page optimization  What is Google EMD Update?
o What are primary keywords, secondary
keyword and tertiary keywords?
o Keywords optimization
o Content optimization & planning
o Understanding Your audience for content
planning
o What is the keywords stuffing & keyword
placement
o Internal linking
o Meta tags creation
o Using google webmasters tool & website
verification
o Sitemap creation & submission in website &
webmasters
o How to write an optimized content
o How to write a content for article, blog and
press release

 Off Page optimization

o What is domain authority?
o How to increase Domain authority
o What are back links?
o Types of back links
o What is link building?
o Types of link building
o Do s and Dont s of link building
o Link building strategies for your business
o Easy link acquisition techniques
 Local SEO
o Google places optimization
o Classified submissions
o Citation
 Diploma in Digital Marketing

Google Analytics
 Introduction to Google analytics  How to reduce bounce rate
 How Google analytics works  How to set up funnels in goals
 Understanding Google analytics account  Importance of funnels
structure  How to integrate adwords and analytics
 Understanding Google analytics insights account
 Understanding cookie tracking  Benefits of integrating adwords & analytics
 Types of cookie tracking used by Google  Measuring performance of marketing
analytics campaigns via
 Starting with Google analytics  Google analytics
 How to set up analytics account  What is link tagging
 How to add analytics code in website  How to view customized reports
 Understanding goals and conversions  Monitoring traffic sources
 How to setup goals  Monitoring traffic behavior
 Understanding different types of goals
 Understanding bounce & bounce rate
 Difference between exit rate & bounce rate
 Diploma in Digital Marketing

Module Two (Three Months)

Lead Generation for Business
 Understanding lead generation for business
 Why lead generation is important?
 Understanding landing pages
 Understanding thank-you page
 Landing page vs website
 Best practices to create a landing page
 Best practices to create a thank-you page
 Practical exercise- Creating a landing page
 Types of landing pages
 What is landing page testing?
 Selecting landing pages after A/B testing
 Converting leads into sales
 Creating lead nurturing strategy
 Understanding lead funnel
 Steps in leads nurturing
 Diploma in Digital Marketing

PPC Advertising Google Adwords

 Google Adwords Overview  Understanding keywords
o Finding relevant keywords
o Understanding inorganic search results o Adding keywords in ad-group
o Introduction to Google adwords& PPC o Using keyword planner tool
advertising o Understanding types of keywords
o Overview of Microsoft Adcenter negative
Setting up Google adwords account o Examples of types of keywords
o Understanding adwords account structure  Creating ads
 Campaigns, Adgroups, Ads, Keywords, etc o Understanding ad metrics
 Types of Advertising campaigns- Search, o Display & destination URL
 Display, Shopping & video o Best & worst examples of ads Creating ads
 Difference between search & display  Tracking Performance/Conversion
campaign o What is conversion tracking?
 Understanding Adwords Algorithm o Why is it important
o How does adwords rank ads o How to set up conversion tracking
o Understanding adwords algorithm (adrank) in o Adding tracking code in your website
o What is quality score o Checking conversion stats
o Why quality score is important o Optimizing Search Campaigns
o What is CTR? o How to optimize campaigns at the time of
o Why CTR is important? creation?
o Understanding bids o Optimizing campaign via adgroupsIce of CTR in
optimization
 Creating Search Campaigns o How to increase CTR
o Types of Search Campaigns - Standard, o Importance of quality score in
o All features, dynamic search & product listing o optimization
o Google merchant center. o How to increase quality score
o Creating our 1st search campaign o Importance of negative keywords in
o Doing campaign level settings o optimization
o Understanding location targeting o Evaluating campaign stats
o Different types of location targeting o Optimizing with conversion report
o What is bidding strategy? o Optimizing with keywords
o Optimizing performing keywords
 Understanding different types of bid o Optimizing non performing keywords
o Strategy o How to decrease CPC
 Manual o Analyzing your competitors performance
 Auto  Creating Display Campaign
 Advanced level bid strategies o Types of display campaigns- All features, Mobile
o Enhanced CPC app, Remarketing, Engagement
o CPA o Creating 1st display campaign
 What are flexible bidding strategies? o Difference in search & display Campaign settings
o Doing campaign level settings
 Understanding flexible bidding strategy
o Understanding CPM bid strategy
 Pros & Cons of different bid strategies
o Ad-scheduling
 Understanding ad-extensions
o Ad-delivery
 Types of ad-extensions
 Adding ad-extensions in our campaign
 Creating adgroups
 Finding relevant adgroups options using tools
 Creating adgroups using tool
 Diploma in Digital Marketing

o Understanding ads placement

o Creating diff. adgroups
o Using display planner tool
o Finding relevant websites for ads placement
o Creating text ads
o Creating banner ads using tools
o Uploading banner ads

 Optimizing Display Campaign

 Remarketing
o What is remarketing?
o Setting up remarketing campaign
o Custom Audience
 Diploma in Digital Marketing

Online Display Advertising

 What is online advertising?  Tracking & Measuring ROI of online adv.
 Types of Online Advertising  Different Online advertising platforms
 Display Advertising  Creating Banner Ads Using Tools
o Banner ads
o Rich Media ads
 Contextual advertising
o In Text ads
o In Image ads
o In video ads
o In page ads
 What are Payment Modules?
 Companies that provide online advertising
Solution
 Diploma in Digital Marketing

Ecommerce Marketing
 What is ecommerce?
 Payment Gateways, Merchant Accounts & Logistics for physical goods.
 Integrating Woocommerce and setting up an ecommerce store on
WordPress.
 Affiliate Marketing by promoting products which looks like an
ecommerce store.
 Case studies on ecommerce websites.
 How to do SEO for an ecommerce website.

Mobile Web Marketing

 Mobile Marketing and Social Media  Advertising on mobile (App & Web)
 Mobile Marketing Measurement and o Targeting ads on Apps
Analytics o Targeting ads via location
 Fundamentals of mobile marketing o Targeting ads on search engine
 Creating mobile website through wordpress  Content Marketing on mobile
 create mobile websites  Mobile strategy-segmentations option
targeting and differentiation
 Mobile marketing mix
 SMS marketing
 Creating mobile application

Content Marketing
 What is Content marketing?  Understanding customer
 Introduction to content marketing  Importance of second customer
 Objective of content marketing  How to increase second customer
 types of content with examples  Understanding online influencers
 Keyword research for content ideas  write magnetic headlines
 Optimizing content for search engines  examples of magnetic headlines
 Discussing authority blog
 Ways to monetizing authority blog
 How to market your content?
 Diploma in Digital Marketing

Online Reputation Management

 What is online reputation management?
 Why online reputation management is need of hour
 How to deal with criticism online
 10 Online reputation management Commandments
 Understanding tools for monitoring online reputation
 Step by Step guide to overcome negative online
reputation.
 Best examples of online reputation management

Affiliate Marketing
 What is affiliate marketing?  Getting your started as an affiliate
 3 A s of affiliate marketing  Getting you approved as an affiliate from
 How people make millions of dollar in affiliate  Some of the top affiliate network in the
marketing? world
 Affiliate marketing history  How to get approved as an affiliate by
 Changes in affiliate marketing industry over world s top affiliate company-commission
the year junction www.cj.com
 Different ways to do affiliate marketing
 Affiliate marketing secrets
 Live examples of how people are making
money as an affiliate

Social Media Marketing

 What is social media?  Twitter Marketing
 Understanding the existing Social Media paradigms & o Understanding Twitter
psychology o Tools to listen & measure Influence on Twitter:
 How social media marketing is different than others TweetDeck, Klout, PeerIndex
 Forms of Internet marketing o How to do marketing on Twitter
 Facebook Marketing o Black hat techniques of twitter marketing
o Understanding Facebook marketing o Advertising on Twitter
o Practical session 1 o Creating campaigns
 Creating Facebook page o Types of ads
 Uploading contacts for invitation o Tools for twitter marketing
 Exercise on fan page wall posting o Twitter Advertising
o Twitter Cards
 Increasing fans on fan page
 How to do marketing on fan page (with examples)  Video Marketing
 Fan engagement o Understanding Video Campaign
 Important apps to do fan page marketing o Creating 1st Video Campaign
 Facebook advertising o Importance of video marketing
 Diploma in Digital Marketing

 Types of Facebook advertising o Benifits of video marketing

 Best practices for Facebook advertising o Uploading videos on video marketing websites
 Understanding facebook best practices o Using youtube for business
 Understanding edgerank and art of engagement o Developing youtube video marketing Strategy
 Practical Session 2 o Bringing visitors from youtube videos to your
o Creating Facebook advertising campaign website
o Targeting in ad campaign o Creating Video ADgroups
o Setting up conversion tracking o Targeting Options
o Using power editor tool for adv. o Understanding Bid Strategy
o Advance Facebook advertising using tools like
Qwaya  Google+
 Linkedin Marketing o Google+ for Branding
o What is linkedIn? o Google+ for Sales
o Understanding LinkedIn o Google+ for SEO
o Company profile vs Individual profiles o Tools, Servics, and Management
o Understanding Linkedin groups o Tracking Activity and Results
o How to do marketing on LinkedIn groups
o Linkedin advertising & it best practices  Classified Posting
o Linkedin publishing o OLX
o Company pages o Pinterest
o Stumbleupon