Digital Marketing

Duration: 6 weeks

Module 1: Introduction to Digital Marketing

1.1 What is Digital Marketing?

Definition and importance
Differences between traditional and digital marketing
1.2 Digital Marketing Channels
Overview of various channels (SEO, SEM, content marketing, social media, email marketing, etc.)

Module 2: Website Fundamentals

2.1 Building a Digital Presence

Module 3: Search Engine Optimization (SEO)

3.1 Keyword Research and Strategy

Techniques for keyword research
Developing a strategy to target high-value keywords
3.2 On-Page and Off-Page SEO
On-page optimization techniques (title tags, meta descriptions, header tags)
Off-page SEO tactics (link building, guest blogging, etc.)
3.3 Technical SEO Fundamentals
Improving website speed, mobile-friendliness, and technical aspects of SEO
3.4 Local SEO
Optimizing for local search results (Google My Business, NAP consistency)

Module 4: Content Marketing

4.1 The Role of Content in Digital Marketing

Importance of content in driving engagement and conversions
Types of content: blogs, videos, infographics, etc.
4.2 Content Creation and Strategy
Developing a content calendar and aligning content with marketing goals
4.3 Content Distribution and Promotion
Strategies for content distribution (organic, paid, influencer, etc.)
4.4 Measuring Content Performance
Key metrics for content marketing success (traffic, engagement, conversion rates)

Module 5: Social Media Marketing

5.1 Overview of Social Media Platforms

Key platforms: Facebook, Instagram, Twitter, LinkedIn, YouTube, etc.
5.2 Creating a Social Media Strategy
Target audience, content planning, and goal-setting
5.3 Content Creation for Social Media
Best practices for engagement and creating shareable content
5.4 Paid Advertising on Social Media
Overview of Facebook Ads, Instagram Ads, Twitter Ads, etc.
Creating targeted ad campaigns for specific goals

Module 6: Email Marketing

6.1 Understanding Email Marketing

Importance, benefits, and types of email marketing (newsletters, promotional emails, etc.)
6.2 Building an Email List
Strategies for growing and segmenting an email list
6.3 Creating Effective Email Campaigns
Techniques for A/B testing, segmentation, and personalization
6.4 Analyzing Email Marketing Performance
Key metrics: open rates, click-through rates, conversion rates

Module 7: Pay-Per-Click Advertising (PPC)

7.1 Introduction to PPC

Basics of PPC campaigns and platforms (Google Ads, Bing Ads, etc.)
7.2 Keyword Research for PPC
Choosing the right keywords for paid campaigns
7.3 Creating Effective Ads
Crafting compelling ad copy and designing effective ads
7.4 Budgeting and Bidding Strategies
Setting and managing a PPC budget
7.5 Analyzing PPC Campaign Performance
Tracking performance metrics (CTR, CPC, ROI) and optimizing campaigns

Module 8: Affiliate Marketing

8.1 Understanding Affiliate Marketing

How affiliate marketing works and the key players (affiliates, merchants, networks)
8.2 Finding and Joining Affiliate Programs
How to find reputable affiliate programs and networks
8.3 Creating Affiliate Marketing Strategies
Developing effective affiliate strategies for increased revenue

Module 9: Mobile Marketing

9.1 The Importance of Mobile Marketing

The rise of mobile usage and its implications for marketing
9.2 Mobile-Friendly Content Creation
Optimizing content for mobile devices
9.3 App Marketing Strategies
Techniques for promoting mobile apps through ads and app stores
9.4 SMS and Push Notification Marketing
Utilizing SMS and push notifications to engage with customers on mobile

Module 10: Data Analysis and Reporting

10.1 Introduction to Marketing Analytics

Key concepts in marketing analytics and data collection
10.2 Using Google Analytics for Digital Marketing
How to leverage Google Analytics for tracking and reporting digital marketing efforts
10.3 Creating Marketing Reports
How to report on key performance indicators (KPIs) and metrics
10.4 Data-Driven Decision Making
Using analytics to drive marketing decisions and optimize campaigns

Module 11: Emerging Trends in Digital Marketing

11.1 The Role of AI and Automation

How AI is changing digital marketing (chatbots, predictive analytics, automation)
11.2 Voice Search and Smart Speakers
Optimizing for voice search and smart speakers (Google Home, Alexa)
11.3 Virtual and Augmented Reality in Marketing
Exploring VR and AR as tools for engagement and immersive experiences
11.4 Sustainability and Ethical Marketing
Importance of sustainability and ethics in modern digital marketing practices

Module 12: Capstone Project

12.1 Developing a Comprehensive Digital Marketing Strategy

Hands-on project where participants create a full digital marketing strategy
12.2 Presenting Your Strategy
How to present your strategy to stakeholders
12.3 Peer Reviews and Feedback
Review and feedback sessions from peers and instructors