Module: Website Planning and Creation

Businesses must create a website to survive in the market in the digital age. From generating leads to building customer trust to marketing needs, every business regardless of the scale must have a website to consolidate its position. This module will help students understand:

• HTML
• CSS
• WordPress
• Updating content, dealing with plugins
• Significance design and other elements in the website
• Importance of a website in building a brand, ensuring customer trust

Module: Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) is all about enabling high visibility to your website and better its ranking from time to time on a search engine’s results page (SERP). One of the most important topics under the course, this module will help students learn:

• Search engines and their algorithms
• What are the factors crucial for a good website ranking on the result page?
• Several nuances of SEO including
• On-page and off-page optimization
• Keywords research
• Meta tags
• Meta description
• Link building

Module: Search Engine Marketing

Search Engine Marketing is a practice where a company advertises its website (by payment) to increase its visibility on a search engine’s result page. The module helps a student understand about carrying out SEM activities through the Google Ads platform. Students in this module will be exposed to topics like:

• Features of the Google Ads platform and its algorithm
• Usage of the Google Keyword Planner
• Understanding of search volume, cost-per-click (CPC), customer lifetime value (CLV), other metrics
• Writing an ad copy, URL, ad description, and call-to-action (CTA)

Module: Social Media Marketing

The social media marketing module deals with the management of social media presence, creation of catchy content for different platforms. Besides the understanding of social media targeted ads, this module also teaches students a thing or two about running advertising campaigns to reach your target audience. The main topics in this module include:

• Introduction to Social Media and Social Media Marketing
• Creation of Facebook content, Facebook Marketing
• Tools for Content Creation
• Functioning of Facebook Advertising
• Instagram, LinkedIn Marketing
• Twitter and Snapchat Marketing
• Pinterest Marketing & Creating a Successful Digital Marketing Strategy
• Social Media Marketing Tools
• Framing a Social Media Strategy

Module: Content Marketing and Strategy

Content Marketing is a practice of creating content to woo the target audience for a brand, to generate leads and sales. This module discusses the importance of content marketing and covers topics including:

• Various types of content
• Capitalize on trending topics
• Content bucketing
• Creating a social media content calendar for a brand
• Successful content marketing strategies of brands in the past

Module: Digital Media Planning and Buying

This module discusses the importance of media planning in lead generation and ROI for brands besides the various types of media buying. The topics that students would learn in this module are:

• Media planning
• Frequency in advertising
• Media buying and various types
• Media buying terminologies - cost-per-install (CPI), cost-per-order (CPO), cost-per-acquisition (CPA), click-through-rate (CTR)
• Platform-based Ad space
• Media budgeting

Module: Web Analytics

Web Analytics is a website traffic tracking tool that involves the collection, analysis, measurement and publishing of data for better usage of the web. This module will include

• Introduction to Web Analytics
• Google Analytics
• Content Performance Analysis
• Visitors Analysis
• Social Media Analytics
• Actionable Insights and the larger picture
• Social CRM & Analysis
• Digital Analytics
• Platform Principles

Module: Email Marketing

Email Marketing is a module that will help students learn about the creation and execution of email campaigns including analysis of results. The topics under this module are:

• Deliverability
• Creation of Email Content
• Customer Acquisition Strategies
• Use of Creatives
• Resources for situational analysis and updates
• Email Automation
• Introduction to Automation
• Choice of an Automation Platform

Module: Mobile Marketing

Mobile marketing, as the name suggests, is the practice of using mobile to promote your brand. The many aspects that students would learn from this module are:

• Promotion of your app
• Amplifying app installation
• Analysis of app metrics
• App store optimization (ASO)
• In-app advertising, messaging, and push notifications.
• Conducting mobile web analytics
• Mobile display advertising

Module: E-Commerce Management

The module discusses the importance of managing the presence of your brand across e-commerce portals. The topics under this module include:

• Managing e-commerce Store
• Working towards positive customer feedback
• E-Commerce marketing
• Inventory management
• Product Keyword Research
• Supply Chain Management
• Uploading products to the website
• Selling, packaging and shipping

Some of the other managerial aspects to digital marketing that the students would learn through this course are:

• Corporate communication skills
• Art of pitching, communication of ideas to clients
• Conducting complete market research for a client
• Managing a campaign for a client by understanding their requirements and work on a plan to meet their objectives
• Conducting thorough research on market plans
• Preparing for interviews, developing presentation skills